B2B Marketing Influencers Articles

  • Taking the Long View

    Why B2B Marketers Should Stop Making Sense

    July 30, 2020

    Editor’s Note: This post is part of The B2B Institute’s series spotlighting the insights of marketing leaders. Register now for the webinar, “The Objectivity Trap,” which takes place Friday, July 31, and features a conversation with Ogilvy’s Rory Sutherland and LinkedIn’s Jann Schwarz. How do B2B marketers innovate when budgets are down? Can you make bold...

  • What Should Ads Look Like in the Time of Recession?

    What Should Ads Look Like in the Time of Recession?

    April 21, 2020

    Editor's Note: Enjoy this special encore post, which was one of our readers' favorites so far in 2020. This guest post, contributed by Orlando Wood, Chief Innovation Officer of System1, is part of a B2B Institute series of data-driven articles exploring the effectiveness of advertising during an economic downturn. The first article in the series, written by...

  • IBM CMO Michelle Peluso and B2B Institute's Jann Martin Schwarz

    IBM CMO: Agile Teams and Brand Investment Will Be Key to Leading in the Recovery

    May 21, 2020

    As part of the “Taking the Long View – Conversations with The B2B Institute at LinkedIn” series, B2B Institute Global Director Jann Martin Schwarz interviewed IBM's Michelle Peluso, SVP-Digital Sales and CMO. Michelle leads one of the most iconic global brands overall and certainly one of the most powerful B2B brands. She has had an interesting career with...

  • What Marketers Can Learn from Startups Responding to Crisis

    What Marketers Can Learn from Startups Responding to Crisis

    April 23, 2020

    Editor’s Note: This post is part of The B2B Institute’s series of interviews with marketing leaders. Read the first Q&A in the series,...

  • LinkedIn Making Growth Happen Videos

    Sunday Matinee: Making Growth Happen Film Festival

    February 16, 2020

    Over the past several months, LinkedIn has premiered 10 animated short videos in our "Making Growth Happen" series. These videos...

  • Jay Acunzo content marketing

    Sunday Matinee: Making Growth Happen, Part 10

    February 9, 2020

    The Academy Awards broadcast is tonight, so it’s fitting that we’re featuring a content marketer who borrows a lot from Hollywood. Jay...