One of the biggest challenges for B2B marketers? The misalignment between marketing and finance. In fact, 61% of senior marketing leaders surveyed by Deloitte cited “demonstrating the impact of marketing actions on financial outcomes” as their top professional challenge. That’s why we partnered with researcher and subject matter expert, Jonathan Knowles, to align foundational financial models to key marketing concepts. 🆕 🎉 The result is our newest report, which includes a powerful framework to empower B2B marketers to understand and articulate how effective marketing contributes to three primary drivers of financial value - growth, profit, and risk management. Dive in here: https://lnkd.in/ddPqWN9J
The B2B Institute
Advertising Services
New York, NY 24,333 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
- 2-10 employees
- Headquarters
- New York, NY
- Type
- Public Company
- Founded
- 2019
Updates
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Tired of the marketing-finance divide? It's time to bridge the gap. In their latest Marketing Week article, Lisha Perez and Jonathan Knowles decode the financial metrics that truly matter. Unlock budget and drive tangible business value by understanding the interplay of growth, profit, and risk. Read on: https://lnkd.in/e7HYhT-d
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From Marie Kondo’s organization agenda to Kim Kardashian’s rather empty home, there’s been a cultural shift towards minimalism – but not in B2B marketing. In fact, as markets, channels, products, and data have grown in complexity, marketing strategies have too. Tiya Lee, Partnership Lead, at the B2B Institute, believes we need to simplify our strategies; starting with linking your brand to key buying situations – or category entry points (CEPs). Want to put this approach to action? Discover how to use the 3C framework to determine which CEPs your brand should invest in: https://lnkd.in/ewbMZ4Gi
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Brand drives demand, and demand outcomes are stronger with higher brand awareness 🤝 SAS’ brand and performance teams embraced B2B Institute research concepts to create a cohesive approach to full-funnel marketing. Learn how they did it: https://lnkd.in/gjgj4Ap4
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Our data shows that a lack of brand awareness is a much bigger problem than brand rejection 🤔 So, instead of wasting time trying to minimize rejection levels, B2B marketers should focus their marketing efforts on reaching potential buyers to build mental availability. Learn more: https://lnkd.in/growB2Bbrands
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“Product-Led Growth” (PLG) strategies leverage product as the main vehicle to drive acquisition, retention, and expansion. But focusing your marketing only around product features won’t stir your audience’s emotions – which plays a key part in driving buying decisions. Our own Derek Yueh, discusses how marketing can lead organizations to a proven path of growth 👉 https://lnkd.in/ezBh8jkc
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Why should B2B marketers shift their focus from traditional brand awareness to situational awareness? 🤔 Because situations trigger memories, and memories heavily influence the likelihood of buying. Put simply, to win the market, you first need to win the mind. Learn how situational awareness can help your brand come to mind in key buying situations: https://lnkd.in/eT5e8Rvn
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Before you can influence customers, you must convince your CFO that marketing will have a profitable pay-off. However, few marketers speak “finance”, which is why we teamed up with researcher, Jonathan Knowles, to align foundational financial models to key marketing concepts 💡 Dive into our latest report to learn how marketing drives financial value: https://lnkd.in/ddPqWN9J
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“It’s one big happy full-family” - Elizabeth "Bess" (Husser) Creech, Director of Digital, Americas Brand Paid Media at SAS wisely shared why brand and demand work better together. By aligning their brand and performance marketing teams, SAS created a synergy that led to real business outcomes, including 9 million new buyers reached on LinkedIn in 6 months 🤩 Learn more about how SAS found success: https://lnkd.in/gjgj4Ap4
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In the past several years, advertisers adopted a click-maximizing “performance” marketing approach, and earned the lion’s share of B2B marketing budgets. Why? Because the data is easy to track 📊 But this approach only captures demand, it doesn’t create it. What does is brand marketing. Learn how to apply the same rigor and measurement to brand and take back your share of the budget: https://lnkd.in/gkGXhrt9