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Is B2B marketing effectiveness your end goal? Here's a hack: match your promise to your buyer. According to research from the LinkedIn B2B Institute and WARC, brands that succeed in understanding their buyer group reap substantial benefits. Navigating a growth-obsessed world as a sustainable brand can be challenging, yet embracing the idea of 'de-growth' pays dividends. This seemingly counter-intuitive strategy comes from the vantage point of the sustainable business landscape. Shattering misconceptions, Mimi Turner of the LinkedIn B2B Institute highlights that meeting customer promises is not fanciful but effectively drives dramatic changes in the B2B marketing approach. Simultaneously, social media and AVoD growth continue to offer compelling stats shaping the week ahead for all B2B marketers. On another note, congrats to the new marketing hire at Under Armour, former Adidas marketing boss Eric Liedtke, is on a mission to 'clean up' messaging and boost brand strategy with his leadership prowess 💼 For more insights: LinkedIn and WARC's Report: https://lnkd.in/eViwuKHm   Keep your eye on this space 👆 for further intriguing updates, expert advice, and high-profile career opportunities. #B2BMarketing #SustainableGrowth #ProfessionalGrowth #BrandStrategy #Leadership

#B2B marketers - you have ONE job… To convince the buying GROUP to find a way to agree. But first you need to know who’s in that group. It’s not as easy as identifying the *target buyers* like a CIO in an IT purchase. It’s the *hidden buyers* like procurement, finance and legal. And don’t be fooled - they carry the same weight in the decision making process. Not only that, but they have different emotional needs and are much more heavily influenced by #BRAND, rather than price or product. This is from a recent study that Mimi Turner and Jann Martin Schwarz of LinkedIn carried out with Bain & Company. There’s some really interesting stuff in there but if you don’t have time to read the whole report, check out this article in Marketing Week that sums it up nicely. https://lnkd.in/e_HNBJNW

Excited to share insights on the latest B2B marketing strategies and the crucial role of channel partners in driving success in today's competitive landscape. Channel partners play a vital role in expanding reach, improving customer experience, and driving revenue growth for businesses. In a world where customer relationships are more important than ever, leveraging channel partners can help companies tap into new markets, build credibility, and deliver tailored solutions to meet the unique needs of clients. By aligning with the right partners, businesses can enhance their marketing efforts, drive brand awareness, and achieve sustainable growth. As businesses continue to evolve, it's essential to adapt to new trends and strategies in B2B marketing. Leveraging the power and updated knowledge of channel partners, can help a B2B organization gaining a competitive edge, strengthen relationships with customers, and drive long-term success in today's dynamic marketplace. Let's collaborate, innovate, and elevate our B2B marketing strategies together for a brighter future. #B2BMarketing #ChannelPartners #MarketingStrategies

Don't discount early-stage accounts. In addition to identifying in-market accounts, intent data also helps you spot early-stage accounts to build brand awareness with. When building your full-funnel strategy, it's important to consider companies that don't yet know they have a problem that needs solving or aren't ready to buy now but will be buying soon. According to LinkedIn's 95-5 Rule, at any given time only 5% of potential buyers are in-market for your solution. The other 95% are out-of-market today but will be in-market sometime in the future. Engaging with these accounts through a cohesive brand-to-demand strategy will help you gain a spot on their solution short-list when they're ready to make a decision. #abm #b2b #accountbasedmarketing

It’s an interesting time to be in B2B marketing. B2B buyers are more self-serving now than ever before. 🤔 What does this mean for you? ➡️ Traditional demand-gen approaches may no longer be enough. ➡️ Your audience is already well-informed about your offerings. ➡️ The key differentiator lies in #perception: you need to reach potential customers early in their buying journey, building trust and establishing yourself as a leader before they even consider a purchase. ✅ Here’s a key thing you can do to influence this: Incentivize current customers to share reviews in popular forums and user review sites, and not just on your website. Word-of-mouth and social proof carry a lot of weight in influencing buying decisions. #B2Bbranding #doitright #Savittr

Some interesting and positive numbers in LinkedIn’s 2024 B2B Marketing Benchmark report which surveyed +2,000 B2B marketing leaders: - In the UK, 77% of B2B marketing leaders are focusing on developing bolder creative - 69% say bolder creative improves engagement and conversion  - Over six in 10 (62%) UK marketing leaders say focusing on reaching buyers is a challenge. The complex nature of the B2B buyer ( multiple stakeholders, longer buying cycles, circa only 5% in market at any one time) is why brands are deploying bold creative to grab attention. To reach B2B buyers and convince multiple stakeholders, you need to develop creative that: - is distinctive and stands out against your competitors, making your more memorable - has a clear point of view that sets you apart from the competition - identifies a customer truth - effectively communicates how your product or service will add value to their business. Link to the Marketing Week article in the comments #B2B #B2BMarketing #BrandBuilding #BrandMarketing #BrandAwareness

When we talk about marketing in the context of #B2B, we often split it into two activities: brand building and demand gen. - Brand building is seen as a long-term, wide-reaching, and emotional journey. - Demand gen is the opposite—short-term, targeted, and rational. However, here's the #RadicallyTransparent truth: Even at the bottom of the funnel, where most B2B sales decisions are traditionally made, it's not all about cold, hard logic. The same people who are making the complex purchasing decisions at the top are also prone to emotional influences and instincts. Decision makers aren't suddenly rational economists because they're getting closer to making a purchase decision. What does change, though, is the context, and that's why our #B2Bmarketing approach must adapt. We need to remember that the same emotional triggers and biases that apply at the top of the funnel still play a role at the bottom. The key is to understand the shift in the context and use it to guide our marketing. I think this article from Marketing Week breaks it down well and is well worth a read, would you agree? https://okt.to/dzpJPU

An excellent resource on B2B marketing by The B2B Institute to maximise customer growth and profit! 🔊 Invest in Share of Voice If you aren't reaching more customers than you have, you cannot grow. ⚖️ Balance Brand and Activation In B2B, the investment balance skews towards activation, since sales is harder. 🌍 Expand Your Customer Base You grow by targeting new customers, not by targeting existing customers. 🌟 Maximize Mental Availability Aim for fame to maximise growth in B2B 💖 Harness the Power of Emotion Connect rationally with in-market customers and emotionally with those out-of-market to maximize impact. https://lnkd.in/gsEWhjHQ Cholo Atienza Brett Sinclair Mukesh Patnaik Marta Dalton Caspar Schlickum Carson McKelvey Jack Karasuddhi Jeraldine Saw #BusinessGrowth #B2BMarketing #BrandStrategy

Are B2B marketers focusing too much on short-term wins? Recent research from MarketingWeek reveals that many B2B marketers still prioritize short-term tactics over long-term brand building. While it's crucial to show immediate results, especially in today’s fast-paced business environment, over-reliance on short-term gains can jeopardize future growth. The leaders who balance both short- and long-term strategies are the ones outperforming their competition. 🚀 What do you think? Are we too focused on immediate KPIs? How can we shift the mindset? Let me know in the comments! #B2BMarketing #BrandStrategy #MarketingResearch #LongTermVsShortTerm

Are You Overlooking Hidden Buyers in B2B? Ignoring the complex dynamics of B2B buyer groups could be costing you. LinkedIn’s VP of Marketing, Minjae Ormes, stressed at Cannes Lions that B2B is about more than transactions—it’s about innovation and shaping entire industries. But to tap into this massive potential, understanding your buyer groups is critical. * Key Insight: Brand familiarity is the top factor influencing B2B purchasing decisions. ** Hidden Buyers Matter: 50% of decision-making power lies with hidden buyers in roles like legal and finance—yet they often go unnoticed. ***FOMO vs. FOMU: While target buyers are driven by a fear of missing out (FOMO), hidden buyers prioritize avoiding mistakes (FOMU). From my experience, your strategy must resonate with both groups. Emphasize reliability and trust to appeal to hidden buyers, while still showcasing innovation to target buyers. The real challenge is crafting a message that makes both groups feel secure and aligned in their decision-making.