This Week in Marketing: B2B Forum Inspiration

The MarketingProfs B2B Forum was held in-person from October 4-6 in Boston, MA. This annual gathering brought together B2B leaders and practitioners from all corners to discuss innovative ideas around driving growth, elevating brand, and staying ahead of the curve.?

Sixty-five of the brightest minds in B2B marketing presented, tickets sold out months in advance, and – based on all the content we’ve seen coming out in its wake – everyone left inspired.

In fact, that’s always one of the best parts of the year’s biggest conferences. B2B marketers leave bursting with new ideas to try, share and discuss – and, never to be outdone, they get to work on all three immediately.?

This week’s content features some of the most intriguing fruits of that inspiration, from the B2B Forum and beyond.

What to Read

‘I Do a Lot of Internal Influencing”: B2B Marketers on How to Get Brand Investment (Marketing Week): Josh Stephenson attended a Festival of Marketing panel on building brands in B2B this week, and summarizes what he learned from the expert speakers here.

B2C Strategies for B2B Marketing (MarketingProfs): Alison Osborne makes the case that “storytelling isn’t just for B2C brands,” and points out ways B2B marketers can use it to elevate their content.

For B2B Marketers, Being Human Means Doing Better Business (The Drum): Chris Moody confronts the creativity problem in B2B and suggests three steps to building greater empathy in our marketing.

How to Survive and Thrive in a Google Helpful Content World (Search Engine Land): Casey Markee shares his seven top findings on how sites have been recovering traffic after Google’s helpful content update in September.

3 Questions to Help You Evolve Your Content and Marketing (Content Marketing Institute): Stephanie Stahl bases three provocative questions for your content, based on the ideas Content Marketing World keynote speakers shared this year.?

What to Watch

Following their respective appearances at this year’s B2B Forum, Sendoso SEO Kris Rudeegraap joined TopRank founder Lee Odden on his “Elevate B2B Marketing Podcast” to discuss what B2B marketers need to know about customer engagement in 2024.

Watch the full discussion below, or find the transcript and audio here .?

What to Know

Most B2B companies have no distinctive brand assets, a problem that could cost B2B firms billions of dollars in potential sales every year.

This is according to a study conducted by Peter Weinberg and Jon Lombardo of the LinkedIn B2B Institute and Distinctive BAT, a company that measures and tracks distinctive brand assets, featured on AdWeek .

To reach these conclusions, the B2B Institute and Distinctive BAT asked 300 B2B category buyers to attempt to recognize brand assets and attribute them to their function. The results were shocking, especially in B2B tech, where more than three out of four of the assets were recognized and attributed less than half the time.

For more B2B marketing inspiration every week, keep up with the LinkedIn Collective .