The Cannes Lions International Festival of Creativity was ground-breaking for B2B marketing! Together with WARC and LinkedIn, Stein IAS released the Brand-to-Demand Experience (BDX) playbook. BDX is an industry-first model to unify brand and demand to unlock sustainable growth. Our Chief Innovation Officer Marc Keating shared key insights from the report alongside B2B marketing leaders Jean English, CMO of Juniper Networks, and Saima Rashid, CMO of 6sense, in a vibrant panel discussion. Special thanks to session moderator Diana Luu of LinkedIn and to International Advertising Association (IAA) for providing this sneak peek of the upcoming Global B2B Brand Summit in October. Get your copy of the BDX playbook here: https://lnkd.in/exPuZbRf #CannesLions2024 #B2BMarketing
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Sr. Director @ Lexmark | Demand Generation, Marketing Strategy, Gen Ai | 20 years international B2B Enterprise Sales and Marketing | Industry Speaker | Award winning Demand Marketer
Kudos to WARC, LinkedIn, and Stein IAS for releasing this crucial research on sustainable B2B growth. It's a must-have for every B2B marketer as they plan and direct their teams and strategies for the future. I felt privileged to represent Lexmark to contribute among such a distinguished group of marketers. As always, sharing freely brings abundant returns! The wisdom from the expert contributors is invaluable. Let's keep elevating our industry by sharing our finest work and enhancing the development of #Brand to #Demand expertise in #B2B.
Launched Thursday at the Cannes Lions International Festival of Creativity: Introducing the Brand-to-Demand Experience (BDX) Playbook! Developed by WARC, LinkedIn and Stein IAS, the playbook unveils an innovative model to unifying brand and demand, unlocking greater effectiveness in #B2B marketing. Download your copy here: https://lnkd.in/eneyKnqh Alexis Gresh, Paul Coxhill, Tom Stein, Marc Keating, Mirko Mueller-Goolsbey, Toni Clayton-Hine, Saima Rashid, Elizabeth "Bess" (Husser) Creech, Paolo Provinciali, Debra Aho Williamson, Paul Stringer, PhD, Sven Dellagnolo
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Earlier in my career, I often described myself as a "Performance Marketer." Over time, I've come to eschew the term. ⚖️ - The term is often used in opposition to "brand marketing," implying the latter is not a driver of performance. ☯️ - The truth is that you need to create demand before you can capture it. You can drive growth for your business by finding the right balance between these two efforts. 📊 - The real challenge is the ability to reliably measure the incremental impact of your marketing efforts. 🗣️ - You need to speak the language of the C-suite and the Finance team to achieve the critical alignment required to use marketing as a growth lever in any company. Together with Stein IAS, WARC, and some remarkable marketers, we have published this whitepaper to provide a playbook for B2B marketers. (But let me let you in on a little secret: it's great for B2C marketers too!)
Launched Thursday at the Cannes Lions International Festival of Creativity: Introducing the Brand-to-Demand Experience (BDX) Playbook! Developed by WARC, LinkedIn and Stein IAS, the playbook unveils an innovative model to unifying brand and demand, unlocking greater effectiveness in #B2B marketing. Download your copy here: https://lnkd.in/eneyKnqh Alexis Gresh, Paul Coxhill, Tom Stein, Marc Keating, Mirko Mueller-Goolsbey, Toni Clayton-Hine, Saima Rashid, Elizabeth "Bess" (Husser) Creech, Paolo Provinciali, Debra Aho Williamson, Paul Stringer, PhD, Sven Dellagnolo
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Founder and Chief Analyst | social media and AI research and advisory | ex-eMarketer | researching consumer AI, META, Snapchat, YouTube, TikTok, LinkedIn, X, Google, Perplexity, Open AI
I'm incredibly proud to say my first custom white paper made its debut at Cannes Lions! I served as the lead analyst on the B2B Brand-to-Demand Experience playbook published by WARC Advisory and sponsored by Stein IAS and LinkedIn. This groundbreaking research introduces a comprehensive approach toward unifying brand marketing and demand marketing. First, it lays out the case for why B2B marketers should link brand and demand (hint: it will drive cost efficiencies and enhance customer experience - who doesn't want that?). Then, it illustrates the BDX model, which organizes and systematizes marketing touchpoints, creating a coherent experience for buyers. The white paper concludes with a set of practical steps B2B marketers can take. Download the report here: https://lnkd.in/e59EutNd
Launched Thursday at the Cannes Lions International Festival of Creativity: Introducing the Brand-to-Demand Experience (BDX) Playbook! Developed by WARC, LinkedIn and Stein IAS, the playbook unveils an innovative model to unifying brand and demand, unlocking greater effectiveness in #B2B marketing. Download your copy here: https://lnkd.in/eneyKnqh Alexis Gresh, Paul Coxhill, Tom Stein, Marc Keating, Mirko Mueller-Goolsbey, Toni Clayton-Hine, Saima Rashid, Elizabeth "Bess" (Husser) Creech, Paolo Provinciali, Debra Aho Williamson, Paul Stringer, PhD, Sven Dellagnolo
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Where is B2B brand investment headed? That’s a trillion-dollar question (literally). The highest-value B2B brands globally are a trillion dollars light in valuation due largely to under-investment in building brand strength. But there’s momentum to address this. Hear from brand leaders and experts including Michelle Froah, David Haigh and Fredrik Borestrom as they state the case for brand investment – and how B2B marketers can advocate to invest in the future. The International Advertising Association (IAA) Global B2B Brand Summit 2024 on Oct. 17 will drive meaningful change for your business. Register here: https://lnkd.in/eTfpsSV8 #Brand #B2BMarketing #FUTUREADY
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77% of UK B2B leaders say bold creative is key to brand building, according to LinkedIn. Key insights from their report: → To stay top of mind, creativity is essential → B2B buyer journeys often require 17 interactions before a purchase → 69% agree brand building is helping them improve engagement and conversions The latest report is dropping in Cannes next week! [I've added relevant links below!] Ref: Global B2B Marketing Benchmark & Tom Pepper
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To maximise the value of B2B events, you need to focus on more than just temporary impact. At EC we believe that memorability and lasting impact can be baked into experience design. We explored how at our recent event From OMG to ROI. It was such a buzz having such great brands on board for the beginning of this exploration into the power of harnessing human behaviour to move the dial on event effectiveness. Behavioural Expert Partner: Richard Shotton Brand Panel: Katie Lansley (Bupa), David Kolundzija (Hitatchi Vantara) EC experts: Jessica MacGillivray, Kate Connell Delivery Partners: Social Pantry , Veevers Carter , Displayways Ltd , Not Your Every Day Ltd #ExtraordinaryEverlasting #ROI #Events #B2B
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Tired of marketing conferences that feel like déjà vu? So are we. That’s why on November 20th, B2B WorldFest is taking place in London and Chicago, with joint sessions all day to change the game! Join BBN - The World's B2B Agency and The Drum for interactive sessions, lively debates, and audience-driven discussions. Forget passive listening—this is all about equipping YOU with tools that make an immediate difference. Whether you're looking to boost your marketing efforts or your career, this is where it starts. Be part of the movement that's driving real, lasting change. Don’t miss it. The future is now: https://hubs.ly/Q02PrLGS0 #BBNInternational #B2BMarketing #Innovation #MarketingEvent
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Fractional Marketing Manager | Marketing Consultant @ Freelance work | Mentor | Marketing Strategy, Business Development, Sales Acceleration
In the dynamic world of B2B competition, a strong brand presence is key. That's why we're thrilled to introduce BrandBoost – our latest offering at Mardian Marketing! Empower your business to stand out and thrive with our comprehensive service, designed to elevate your brand identity to new heights. Let's shape your brand story together! Click here to find out more about BrandBoost from Mardian Marketing: https://lnkd.in/e8VTDETz Click here to follow Mardian Marketing; https://lnkd.in/e7iTgm6T #BrandBoost #B2BMarketing #ElevateYourBrand #MardianMarketing #B2BBranding #ExpertInsights
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WINNER! Dive into the campaign that brought home the gold at last night’s Northern Digital Awards and find out why it's Matthew Eastwood's fave creative work of 2023 🏆 🏆 To us, this wasn't just another campaign. It wasn't content. It wasn't art. It was a disruptive wake-up call. See why this collaboration between creatives, PR experts, fabric manufacturers and industry leaders in construction at IronmongeryDirect earned us Best Digital Marketing Campaign - B2B >> https://lnkd.in/eZ7nbYvq #NorthernDigitalAwards #B2B #DigitalMarketing
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B2B marketing wisdom at Cannes, kudos to LinkedIn and Bain & Company. There are two groups of B2B purchase-decision makers. The campaigns need to cater for both. The target buyers are experts in your product ot domain. They care most about ”advanced features”, ”transformational potential” and ”innovation”. The hidden buyers are process experts who are critical to decision making. They care most about ”reliable brands”, ”peace of mind” and ”vendors that are trusted”. And as the average B2B buying coalition has 23 people in them, the threat of FOMU is real. The fear of messing up. Which leads to safe decisions. And in that, the brand with a capital B wins. #canneslions2024 | Cannes Lions International Festival of Creativity
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IAA Global Managing Director @ International Advertising Association | Marketing, Communications, C-level Executive Advisor, Board Member, Mentor
3moCongratulations Stein IAS for being always one step ahead, helping brands drive growth in the B2B sector and to Tom Stein for being the visionary leader! We are truly proud at International Advertising Association to be your partners!!