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About

A LinkedIn think tank

Who We Are

Image depicting Punnett Square style representation of Consensus vs Contrarian and Right vs Wrong accompanied by text "Marketers Ask 'What Is Everyone Else Doing?' - Here's A Better Question: What Is Nobody Doing?"

The B2B Institute researches new approaches to B2B growth.


We believe that brand building is the single greatest marketing investment companies can make to gain a competitive edge in B2B. We are committed to introducing new strategies for growth that expand beyond tactical short-term thinking to help the B2B industry take the long view.

Icon representing partnering with expert leadership

Partner with Experts

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.

Icon representing betting on contrarian ideas

Bet on Contrarian Ideas

We seek experimental and future-focused ideas to push the boundaries of conventional wisdom. We believe there is no advantage to going with the crowd and the real competitive advantage lies in being contrarian and right.

Icon representing investing in future cash flows

Invest in Future Cash Flows

Brand marketing is chronically underfunded in B2B, but brand marketing is the driver of future cash flows. We aim to strengthen the link between marketing and finance in B2B.

Our Team

LinkedIn Partners
  • Melissa Furze

    Melissa Furze

    Vice President of Customer Science

  • Caroline Day

    Global Head of the B2B Institute

  • Professional Headshot of Ty Heath

    Ty Heath

    Director of Market Engagement

  • Vita Molis

    Head of the B2B Institute, North America

  • Alejandro Garcia Medina

    Alejandro Garcia Medina

    Research Lead

  • Professional Headshot of Alli Kushner

    Alli Kushner

    Global Operations Lead

  • Danielle Hydro

    Danielle Hydro

    Research Lead

  • Kate Newstead

    Marketing Science Lead

  • Professional Headshot of Lisha Perez

    Lisha Perez

    Partnership Lead

  • Professional Headshot of Haley Pierce

    Haley Pierce

    Senior Go-To-Market Lead

  • Professional Headshot of Jennifer Shaw-Sweet

    Jennifer Shaw-Sweet

    EMEA Lead

  • Professional Headshot of Marielys Quezada

    Marielys Quezada

    Customer Experience Lead

  • Professional Headshot for Derek Yeuh

    Derek Yueh

    Partnership Lead

  • Professional Headshot of Les Binet

    Les Binet

    Head of Effectiveness
    adam&eveDDB

  • Professional Headshot of Peter Field

    Peter Field

    Independent Marketing and Advertising Professional

  • Professional Headshot of Mark Ritson

    Mark Ritson

    Adjunct Professor
    Melbourne Business School

  • Professional Headshot of Fran Cassidy

    Fran Cassidy

    Owner, Cassidy Media
    Partnership and Marketing and Advertising Consultant

  • Professional Headshot of Alison Lange Engel

    Alison Lange Engel

    Venture Partner
    Greycroft

  • Professional Headshot of Michael Betz

    Michael Betz

    Partner
    McKinsey & Company

  • Professional Headshot of Rob Norman

    Rob Norman

    Senior Advisor
    Group M

  • Professional Headshot of Roy Sutherland

    Rory Sutherland

    Vice Chairman
    Ogilvy UK

  • Professional Headshot of Lucie Greene

    Lucie Greene

    Founder Light Years

  • Professional Headshot of Jenni Romaniuk

    Jenni Romaniuk

    Research Professor
    Ehrenberg-Bass Institute

  • Professional Headshot of Jason Mander

    Jason Mander

    Chief Research Officer
    GlobalWebIndex

  • Professional Headshot of Orlando Wood

    Orlando Wood

    Chief Innovation Officer
    System1 Group

  • Professional Headshot of Karen Nelson

    Karen Nelson Field

    Founder and CEO
    Amplified Intelligence

  • Professional Headshot of Jamillah Bowman Williams

    Jamillah Bowman Williams

    Professor of Law, Georgetown University and Visiting Faculty Fellow, Institute for the Study of Business in Global Society, Harvard Business School

  • Dr. Grace Kite

    Founder & Economist
    Magic Numbers

  • John Cripps

    Professor & SVP Convergent Measurement
    EDO

Ready to apply B2B Institute principles to your marketing strategy?


Learn more about our performance branding program, B2B Edge.

Get in Touch

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