Entrepreneurs, like Jeff Bezos, recognize that creativity isn’t just an afterthought—it’s a crucial driver of growth. Great creative drives stronger memories in the minds of future buyers, which is key to driving greater cash flow 💸 Learn how creative fuels growth:
The B2B Institute
Advertising Services
New York, NY 28,597 followers
A LinkedIn think tank researching new approaches to B2B growth.
About us
The B2B Institute is a LinkedIn think tank that researches new approaches to B2B growth. We partner with leading academic and industry experts to study the impact of B2B brand building on marketing, product, sales, corporate communications, and talent development. Our vision is to transform the B2B category by introducing new and effective strategies for growth that go beyond tactical short-term thinking and organizational silos. We’re passionate about helping B2B marketers speak the language of finance and realize the opportunity brand advertising has in driving future growth. The B2B Institute is an open forum for dialogue from diverse perspectives. We’re contrarians who seek experimental and future-focused ideas to push the boundaries of conventional wisdom.
- Website
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https://business.linkedin.com/marketing-solutions/b2b-institute
External link for The B2B Institute
- Industry
- Advertising Services
- Company size
- 11-50 employees
- Headquarters
- New York, NY
- Type
- Public Company
- Founded
- 2019
Updates
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ICYMI: Jennifer Shaw-Sweet recently shared game-changing insights on humanizing B2B marketing and bold experimentation in this Marketing In The Madness episode! Catch the full video here: https://lnkd.in/eAYJ9xad
These insights from LinkedIn's B2B Institute will change your B2B marketing strategy forever! 😉 Gone are the days where B2B marketing was about cold calls and corporate handshakes... It’s now transforming into a dynamic, human-centered force, and businesses can’t afford to ignore it! 💪🏼 On this week's episode, we’re joined by the amazing Jennifer Shaw-Sweet from LinkedIn's B2B Institute. She’s dropping insights that’ll help you humanise your marketing, build stronger brands, discover huge potential to grow your business and stay ahead in an ever-competitive B2B market. Here’s what you’ll take away: Turns out, B2B decisions are way more emotional than we admit. Understand this, and you’ll craft more effective strategies. This is also why you have to ditch the corporate jargon! 🙅🏼♀️ Whether it’s Terry from finance retiring in Marbella or a CTO fighting digital chaos, people want REAL stories. This is just one of the topics we dive into on this episode - this is a must listen if you want to learn more about the following: - Focus on everyone in the buying committee, not just the decision-makers. - Take bold risks, experiment, and learn fast. - Prioritise long-term impact over quick wins. Apple https://lnkd.in/eFAW4nWe Spotify https://lnkd.in/eQGtcmFJ Amazon https://lnkd.in/eTNwJ9eQ Youtube https://lnkd.in/eAYJ9xad
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Companies often think they have a strategy, when they actually just have a plan. But a list of actions won't get you the same results as a carefully considered strategy. Learn what the difference is from Roger Martin in his interview with the Head of Marketplace Innovation, Jann Martin Schwarz: https://lnkd.in/eCzppx3J
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“Pricing power is the ability to raise prices without significantly reducing demand, making it a highly sought-after asset...” 💭 Pricing power can be a compelling argument for B2B marketers to leverage when convincing CFOs to invest in brand building. Why? Because pricing power is shaped heavily by marketing. Lisha Perez, sat down with André Tomano, Co-Director of the Marketing-Finance Exchange Center of Excellence (MFX COE), to find out why:
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Better branding helps marketers win 🏆 But too much brand-building is seen as discretionary and only suited for B2B brands with Superbowl-sized budgets. The reality? It's important for every marketer. Because ROI isn't just about increasing clicks; it’s about maximizing the impact of your ad among the 90%+ of the audience who didn’t click on it. Learn actionable tactics to maximize your advertising performance: https://lnkd.in/dT3xbnQN
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Our very own Lisha Perez recently shared the powerful link between brand building and customer experience and how creativity can make your brand stand out. Don't miss her on the CX-WISE podcast by Sprinklr: https://lnkd.in/es7Rrbbh
Brand and CX aren’t separate—they’re two sides of the same coin. 🪙 Next in our Women’s History Month spotlight on innovative women in CX: Lisha Perez of The B2B Institute! Lisha breaks down why brand and CX are inseparable—and how brands are using LinkedIn to strengthen both at every touchpoint. Tune in to the CX-WISE podcast for more 🎧 https://lnkd.in/es7Rrbbh #CXWISE
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Fact: Strong brands drive cost discipline 💰 But did you know B2B marketers can also contribute to efficiencies in talent acquisition and supplier terms? ➡️Marketing can bring several cost side benefits to the table including commanding more favorable terms from suppliers and attracting and retaining top talent. Discover more: https://lnkd.in/ddPqWN9J
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How can B2B marketers and finance partners better understand each other? 🤔 Lisha Perez, sat down with Thomas Post, professor and expert in behavioral finance, to discuss how B2B marketers can understand and be better understood by their finance partners. The key? Leveraging their shared customer knowledge. According to Dr. Thomas, these are the effects that tie marketing directly to sustainable organizational growth – read on to find out more.
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Do your Linkedin video ads include sound? 👂 If not, you’re missing out on an opportunity to capture attention. Although only 8% of ads are viewed with audio, sound fundamentally enhances viewer experience and retention leading to better ad performance. Learn how to use sound strategically to give your ads a competitive edge: https://lnkd.in/dT3xbnQN
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