According to world renowned experts Les Binet and Peter Field, marketers need to follow five key principles in order to maximize the effectiveness of their B2B advertising campaigns.

Watch the exclusive readout of research developed by LinkedIn’s B2B Institute in partnership with Les Binet, Peter Field, and the IPA. From investing in your share of voice to balancing brand and activation, this research analyzes the patterns in B2B marketing to determine which marketing strategies lead to the most growth.

In this lively discussion, we cover key takeaways from the study, including:

  • What the optimal balance is between long-term brand building and short-term sales activations
  • Proof that emotional B2B ads are more effective than rational ads for brand building
  • Why customer acquisition, not customer loyalty, is the biggest driver of growth in B2B

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