B2B Institute Articles

  • I Believe In Brand Building – Now How Do I Convince My CFO?

    I Believe In Brand Building – Now How Do I Convince My CFO?

    February 17, 2020

    The biggest problem in B2B marketing is pervasive under-investment in brand marketing, which is hurting companies’ growth prospects. That’s the clear and obvious conclusion from new research conducted for LinkedIn’s B2B Institute by our partners, the ad effectiveness gurus Les Binet and Peter Field. Their analysis of the IPA Databank shows that B2B businesses...

  • Is your thought leadership really building your brand?

    Is your thought leadership really building your brand?

    January 15, 2020

    Ask a group of B2B marketers what thought leadership is for, and you’ll get any number of answers. There will be lots of mentions of generating leads, of inbound marketing, of setting the agenda for your sector, of demonstrating leadership, of the value exchange with your customers or potential customers. Some of your companions might mention product marketing,...

  • How to be a famous B2B brand

    How to be a famous B2B brand

    November 26, 2019

    If you’re famous you get all kinds of perks. Everyone knows that. And the same is true of brands. And yet, you don’t meet a lot of marketers who list “fame” as a goal. Instead, most marketers pour their energy into building and tracking “brand awareness,” to make sure people are aware of their brand’s existence. There’s just one problem: awareness is a very,...

  • Why B2B marketers need to get

    Why B2B marketers need to get in touch with their feelings

    October 29, 2019

    Ignoring people’s feelings is rarely a good strategy when it comes to building relationships, both in our professional and personal...

  • How B2B marketing really drives growth

    How B2B marketing really drives growth

    October 16, 2019

    Marketing has more than its fair share of received wisdom – and B2B marketing arguably has the most of all. There’s the assumption...