The Importance of B2B Brand Building
Our Head of Development, Peter Weinberg’s conversation with Salesforce SVP of Global Brands, Colin Fleming
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The B2B Institute
We are a think tank funded by LinkedIn that researches the future of B2B marketing and decision making.
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Our Research
Research and Articles
Writings from around the web from the B2B Institute team.
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'Mental Models' Are Key To Measurement
Our Heads of Research and Development, Jon Lombardo and Peter Weinberg, explain the value of mental models in this Marketing Week article.
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Acquisition Is Only Viable Growth Strategy In B2B
Our research fellow, Professor Jenni Romaniuk, explains how the Double Jeopardy Law applies to B2B in this Marketing Week article.
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Narrow Targeting ‘Counter-Productive’ To B2B Growth
Our research fellow, Professor Jenni Romaniuk, explains how the Duplicate Purchase Law applies to B2B in this Marketing Week article.
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How Bad Incentives Ruin Good Marketing
Jon Lombardo and Peter Weinberg, Heads of Research and Development, explain why marketers invest in ineffective strategies in this Marketing Week article.
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How to Impact Diversity When All Brands Are at Stake
B2B Institute Director of Market Engagement Ty Heath in Adweek: “Brands have to own that they can make a difference because consumers already recognize it.”
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95% Of B2B Buyers Not In Market For Your Products
Senior Director Jann Schwarz and Professor John Dawes explain the 95-5 Rule in this Marketing Week article.
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Are B2B And B2C Marketing Really Any Different?
Our Heads of Research and Development, Jon Lombardo and Peter Weinberg, outline the similarities and differences between B2B and B2C marketing.
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Our Team
B2B Institute
Newsletter