Peter Weinberg and Jon Lombardo are the heads of research and development at the B2B Institute, a think tank at LinkedIn that studies the laws of growth in B2B. You can follow Peter and Jon on LinkedIn. What we covered in this episode:
Introducing the youngest B2B marketers on the planet
Jon & Peters favourite Super Bowl ads
The very low hurdle of writing a B2B article
How half the economy is in fact B2B
Is B2B really different to B2C
Sales vs Product led B2B companies
The Product Delusion and why it damages marketing
How B2B ads compare to B2C on long term brand building
What everyone can learn from Salesforce
How brand advertising is good for sales and talent
The power of cuddly furry animals
Publicity vs Persuasion in Advertising
Plug for ‘Why does the Pedlar Sing’ by Paul Feldwick
Introducing the 95:5 rule
The best search engine is the one in your head
The importance of aligning marketing with finance
Sponsoring the first ever B2B Cannes Lion
Advertising is the tax for having a bad product
Their least successful Marketing Week article
Liberty Mutual and the power of sound
What we can learn from Boston beers Super Bowl winning Ad
How emotion regulates what we pay attention to
Why characters are the most underused tactic in advertising
Wear in vs Wear out and why incentives for agency and client aren’t aligned
The Originality Delusion and the power of old ideas
Bitcoin maximalism and the power of blending something old and new