Brand investment unlocks an immediate and long-term competitive advantage – yet 81% of B2B ads fail to gain adequate attention or drive recall ❌ We set out to address this tragedy by uncovering the secrets to breakthrough B2B ads. To do so, we teamed up with MediaScience to conduct the largest neurometric, eye-tracking and human memory study in the B2B industry, ever. 📣The result is in our groundbreaking new paper: Better, Bolder B2B Branding. The full report reveals why better, bolder and more distinctive branding is the biggest untapped opportunity in B2B marketing, and what branding tactics are superior to others at gaining attention and brand linkage. Download it today: https://lnkd.in/dT3xbnQN
The B2B Institute
Advertising Services
New York, NY 26,640 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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On a per-second basis, shorter ads are better bang for their buck 💰 Why? Because audiences do not reward longer ads with better engagement, attention or brand identification ⏲️ In fact, our study with MediaScience found that ads that were 10 seconds or less had 68% ad recognition, vs. 59% for ads that were 18 seconds or more. Learn why shorter and more succinct brand messages work better: https://lnkd.in/dT3xbnQN
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We're thrilled to welcome new leadership to the B2B Institute: Caroline Day and Vita Molis 🎉 Caroline and Vita will join Tyrona (Ty) Heath to lead the team behind the brand in advancing the mission of the B2B Institute. We remain committed to helping B2B marketers build famous B2B brands. 5+ years and we're just getting started!
Global Vice President of Customer Science at LinkedIn (Combining the power of Data, Technology & Behavioral Science to create breakthrough results for our customers & agency clients)
Im chuffed to share that we are welcoming two new leaders to the The B2B Institute. Vita Molis and Caroline Day join the Inimitable Tyrona (Ty) Heath as The B2B Institute leadership team. When welcoming new leaders to chart the course for what’s next, it had me reflecting on the Institute’s Origin story. It began from our belief that brand building is the single greatest marketing investment that companies can make to gain a competitive edge in B2B. But there was a dearth of research & insights built for B2B marketers to embrace this idea with confidence. And so, we created the Institute to introduce new strategies for growth that expand beyond tactical short-term thinking to help the B2B industry take the long view. Five years on and it feels like it was an incredible bet. We have had the opportunity to work with some of the world’s brightest minds to advance our research in this space. And in doing so, we have worked with incredible business leaders who have leveraged our research to transform their Go-To Market approach. In the past year, I couldn’t be prouder of the work we have done, or more humbled by the brilliant brands we work with who challenge us to continue to raise the bar. My greatest reflection however is how inspired I have been to work with the team at the Institute. They are a group of crazily smart, savvy, tenacious, fun humans who care deeply about the marketers they serve and their goal of inspiring the industry towards a more actionable future for B2B. Welcome Caroline & Vita, we are also excited to bring forward your deep expertise in Marketing transformation, thought leadership & B2B to enhance our research capabilities and the solutions we bring forward for our customers. We have experienced an incredible transformation over these past few years, but I honestly feel like we are just getting started. #B2BInstitute #PoweredByCustomerScience Tyrona (Ty) Heath Marielys Q. Haley Pierce Alli K. Kate Newstead Jennifer Shaw-Sweet Derek Yueh Katherine Daniel Lisha Perez Sharina Islam, MBA And our CSci GLT Allyson Hugley Lacey Miyazaki Andea Campbell Gina Wolf Penny Dixon Jeanie Vadakara MBA Jack Hwang Andy Guo Shari Soofian And our LMS LT Matthew Derella Valerie Beauchamp Jia Hyun Josh Graff Greg Willis Penry Price
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B2B brands grow by targeting buyers who aren’t ready to buy... yet 💸 Because advertising impressions, accumulated over time, affect our memories. That’s why it's important to advertise to people now, so they’re already familiar with your brand when they enter the market. Discover more tactics for driving brand growth: https://lnkd.in/growB2Bbrands
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The most important search engine is the one in your mind 🧠 That’s why the primary job of a marketer is not to generate clicks, but to build lasting memories. How? Link your brand to relevant Category Entry Points (CEPs), or buying triggers used to recall a brand during a buying decision. Effective use of CEPs can be the difference between being the go-to choice or an afterthought: https://lnkd.in/ePzMRjwe
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Not all branding tactics pack the same punch 🤜 In our latest research with MediaScience, we explored various branding tactics— like logo sizing, placement and method of branding (audio, verbal, visual)— to uncover what truly drives recall and attribution. Surprisingly, none of these factors significantly impacted attention or memory 🧠 So, what really works? Discover 3 standout tactics that top-performing ads have in common: https://lnkd.in/dT3xbnQN
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A company’s value is determined by the size and certainty of its cash flows. And these cash flows come from current and future customers. So, how can marketing communicate their role in driving financial value? 💸 It starts with demonstrating how marketing influences current and future customers. Read on: https://lnkd.in/ddPqWN9J
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Mastercard’s iconic 'Priceless' campaign is more than an iconic, timeless marketing triumph—it revealed universal human emotions that resonate across audiences in B2C and B2B. Learn more about the power of ‘Priceless’, and how Mastercard ventured into the B2B space from the masterminds of Mastercard: Cheryl Guerin, Greg Boosin and Traci Spiegelman ⬇ https://lnkd.in/d7VKZm3J
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According to the Ehrenberg-Bass Institute, real brand growth comes from acquiring new customers, not just boosting loyalty 🤝 Your focus should be building mental and physical availability, or becoming easy to mind and easy to find. Learn how: https://lnkd.in/growB2Bbrands
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First impressions count 👀 Since cognitive attention levels tend to increase throughout the first 4 seconds of an ad, this means you have 4 seconds to get your brand front and center. Learn more about the benefits of early branding: https://lnkd.in/dT3xbnQN
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