This Week in Marketing: Believe in Your B2B Brand

To grow and succeed in the new era of business, marketers need to elevate strategies that their entire organization can believe in. This requires our field to reimagine how we connect with customers, influence company revenue, and – most importantly – measure and demonstrate that impact.

Last week, LinkedIn held our inaugural B2Believe event, empathizing with the unique emerging challenges of the B2B marketing industry today. We also shared a vision for the path forward, shaped by bold brand-building and firmly supported – rather than hindered or scrutinized – by financial stakeholders.

How can we get there? By forging strong, complementary partnerships between the CMO and CFO based on a common understanding of what works. By proactively building the right data foundation to stay in front of a changing privacy landscape. By placing buyers and their experiences at the center of everything we do.

It’s the future we believe in. And we believe your brand can help lead the journey. Read on for data-driven guidance from the LinkedIn Collective and beyond to start building your map.

What to Read

B2B Marketing and Buying Is a Journey: We Promise to Build You the Map (LinkedIn Collective): To further embrace a buyer-led future, LinkedIn is rolling out a slate of new marketing features and capabilities. Gyanda Sachdeva covers exciting platform updates around measurability, deeper ad engagement, brand safety, and more.

Companies Focus on Building Brand to Drive a Faster Recovery After the Downturn (LinkedIn Collective): New data spells out a need to reframe the way marketing ROI is defined and communicated across B2B organizations – especially as a looming recession threatens to bring budget crunches. Learn how to make a case for purpose-driven creative as the clear path forward.

What B2B Marketers Must Know in the Face of a Potential Recession (Search Engine Land): In this quick-paced playbook for B2B recession marketing, Tinuiti’s Andrea Cruz answers three key questions: What did marketers do last time, what do B2B buyers want now, and what should B2B marketers do?

Why Marketing Automation is an Important Strategic Lever in an Economic Downturn (LinkedIn Article): As marketing teams are asked to do more with fewer resources under tightening conditions, the right automation approach can help brands stay resilient and agile, as Sanjay Vasdev explains.

What to Watch

Watching it on a mobile device screen, Derek Zoolander might’ve called it an “event for ants” and wondered how all those people got “inside the computer,” but we assure you that the B2Believe experience was very real, bringing you life-sized people and even bigger ideas.

If you missed the live event on Wednesday and Thursday, you can watch back some of the best sessions on-demand, including one that featured award-winning actor, director and writer, Ben Stiller:

• The Power of Promise Making
• Pushing Creative Boundaries: A Conversation with Ben Stiller
• Shaping the Future of B2B Together: LinkedIn Ads Product
• Fireside Chat with Michael Park, CMO at ServiceNow

What to Know

Winners of the 2022 LinkedIn Marketing Partner Awards Announced!

In addition to all the news from B2Believe, last week also featured the reveal of winners for this year’s LinkedIn Marketing Partner awards, recognizing standout providers of software connections and specialized services for LinkedIn marketers. Here’s a quick rundown of the award recipients across six categories:

• Customer Value: Supermetrics
• Innovator of the Year: Hubspot
• Equity in Action: 6sense
• Creator of the Year: Metadata
• Transformation: Adverity
• Inspiring Excellence: Transmission
• Collaboration: Sprinklr & Scorch

Make sure to follow the LinkedIn Collective for more insights.