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Research

Reports published by The B2B Institute and our expert network

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Featured Research


Notable and recently published research from The B2B Institute.

The CMO Scorecard



The brand metrics that drive business outcomes.

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Linking buying situations to brand sales

Category Entry Points In A B2B World

Linking buying situations to brand sales.

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All Weather Marketing

How to emerge stronger from a recession.

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The Fundamentals


New to B2B Institute research? Start here!

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How B2B Brands Grow

The Ehrenberg-Bass Institute brings marketing science to B2B.

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2030 Trends

Contrarian ideas for the next decade: a macro look at our B2B Trends Franchise.

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Full Research Library

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    2030 Trends

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    5 Principles of Growth In B2B Marketing

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    All Weather Marketing

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    Cashing in on Creativity

  • Category Entry Points In A B2B World

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    Equity Every Day

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    How B2B Brands Grow

  • Making a Promise To The Customer

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    Marketing to the CFO

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    Objectivity Trap

  • The CMO Scorecard

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    The B2B Effectiveness Code

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    Work in BETA

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