The Future of B2B Marketing:
Six Trends for the Contrarian Marketer

LinkedIn Toronto, Floor 25
Tuesday, October 2nd, 2018
9:00am - 10:45am ET

We believe that there’s never any advantage in following in the crowd—especially in marketing, where the crowd is usually wrong. So, we're bringing in our New York-based Agency Partners, Jon Lombardo and Peter Weinberg to help take your advertising efforts to the next level. In this session, we’ll explore six contrarian ideas in B2B marketing, including:

  • Start with Who: To Deliver Relevant Creative, Build Data-Driven Personas
  • The Originality Delusion: Forget About “Never-Been-Before” And Invest in Old Ideas
  • Media Value Investing: Target Individual Contributors to Drive Sales
  • The War on Brand: Lead Gen Alone Delivers Worse Results Than Brand + Demand
  • You Are What You Signal: Expensive Advertising Improves Perceptions of Your Products

Our hosts Jon Lombardo and Peter Weinberg are Global Brand Strategy Leads. They help LinkedIn’s largest clients and their agencies develop best-in-class B2B marketing strategies.


  • 9:00am: Breakfast (full breakfast + latte/ coffee bar will be provided) and Registration 
  • 9:30am: Introductions 
  • 9:35am: Class in Session 
    • Start with Who
    • Originality Delusion
    • Blockbuster
    • Media Value Investing
    • Signaling
    • War on Brand
  • 10:45am: Class Ends

Space is limited so don't wait to register! We look forward to having you.

Featured Speakers

Jon Lombardo
Jon Lombardo
Global Brand Strategy Lead
Peter Weinberg
Peter Weinberg
Global Brand Strategy Lead