The B2B Effectiveness Code

The B2B Institute at LinkedIn, in partnership with WARC, and Lions, have published “The B2B Effectiveness Code”, a white paper to help B2B brands create more effective marketing by better understanding the types of effects their advertising generates, and the types of creativity that best lead to those effects.

Following the success of The Effectiveness Code, one of the largest ever studies of marketing effectiveness in recent years released in 2020 by WARC and Lions, this new major research explores whether the principle of Creative Commitment holds true in B2B marketing and introduces the B2B Effectiveness Ladder.