The B2B Institute

Some of the most powerful ads we remember today were made decades ago. Why? Because ads work over long periods of time. The problem is that B2B marketers are still hung up on short-term gains. 👉 That’s why B2B marketers need to remember the 95-5 rule: Invest more in the 95% of buyers who are “out-market” with brand advertising to generate future cash flows. Learn more: https://lnkd.in/eiKATXtT

“Let's face it, every marketer dreams of a bottomless budget. But alas, we have to face reality.” Our director Tyrona (Ty) Heath outlines how to unlock the full potential of your media budget by focusing on how you spend, not just what you spend 🧠💡 Learn how to make the most of your media budget by optimizing for effectiveness, evenness, and efficiency: https://lnkd.in/dxZUPQD7

Last week, we heard from a panel of B2B marketing experts, including Julio Taylor, CEO at Hallam. Julio shared how emotional advertising vs. functional advertising can drive brand loyalty for B2B tech brands. Why? Because people are more likely to remember emotional ads. And ads remind people of the brand or product they’re already primed to buy. Watch the replay for more insights: https://lnkd.in/ei-D8yfA

Your branding and visual identity are crucial to ensuring your brand is recognizable to potential buyers. As part of SAS’ brand transformation, we helped them identify which brand assets were memorable and attributable to SAS. The result? They stood out in a sea of sameness. Learn more: https://lnkd.in/gjgj4Ap4 Natalie Osborn Mirko Mueller-Goolsbey

ICYMI: On Wednesday we hosted a webinar to discuss our latest report, and were joined by an expert panel of B2B technology leaders. Matt Maynard, Head of Global Brand & Advertising at Asana, underscored marketing’s responsibility to build mental and physical availability – a game he referred to as “being known and found”. Catch the replay for more insights ⬇️ https://lnkd.in/ei-D8yfA

The Ehrenberg-Bass Institute’s Law of Buying Frequencies means nearly all B2B tech brands have similar customer bases. So, what’s the implication? That the B2B tech brands that win do so by serving their customer base the most profitably: acquiring new customers as well as cross-selling and upselling to existing ones 💡 Learn how to use this principle to your advantage: https://lnkd.in/ezBh8jkc

Over the past several years, Product-Led Growth has emerged as a popular GTM strategy,  but we’re not convinced that it’s the only (or ideal) path to growth. In our latest report with the Ehrenberg-Bass Institute, we argue that instead, marketers should turn to the Marketing Laws of Growth for proven, and sustainable growth 🌱 Join us next Wednesday, May 15th, as we discuss these laws and their implications with an panel of B2B marketing experts: Matt Maynard, Head of Global Brand and Advertising at Asana, Elena Salazar, Senior Marketing & Innovation Manager at Palo Alto Networks, and Julio Taylor, CEO at Hallam alongside LinkedIn’s Derek Yueh and Kristen Johanson. Don’t miss it 👇 📅 Wednesday, May 15th  10:00 AM - 11:00 AM PDT | 1:00 PM - 2:00 PM EDT Secure your place: https://lnkd.in/ei-D8yfA

Creative can be immensely profitable, but most creative today isn’t. Here’s why: ➡ Increasing short-termism in business ➡ Shifting focus from traditional to digital media ➡ Continuing difficulty measuring creative effectiveness ➡ Changing relationships between companies, agencies, and buyers The good news is it doesn’t have to be this way. Learn how to start cashing in on the power of creativity: https://lnkd.in/dVfgYpp

One reason we’re all for broad targeting over hyper targeting? 🤔 B2B buyers aren’t your only valuable audience. If you’re hyper targeting current buyers, you could be ignoring future buyers, partners, and investors. Learn why broad targeting is the way forward: https://lnkd.in/gHuYYTE

When recession hits, marketing budgets are usually the first to be cut. Long-term brand building activities get axed in place of short-term, lead gen ones promoting a “buy now” message. Why is this approach so wrong? 💭 Because a recession means most B2B buyers can’t or won’t buy now. Learn why brand becomes even more critical during these times: https://lnkd.in/eeuhTfn3