This Week in Marketing: The Power of Brand
By Tequia Burt, Editor in Chief of LinkedIn Ads Blog
“The age of B2B brand building is dawning,” according to LinkedIn’s B2B Institute, which just released an in-depth new report: Better, Bolder B2B Branding: How To Unlock The Biggest Opportunity In B2B. Across 40+ pages, author Kate Newstead delves into findings from a landmark B2B advertising study with MediaScience, providing a data-driven exploration of the why and how behind superior brand marketing.
The key insight and call to action: 81% of B2B ads fail to gain adequate attention or drive recall. This is a major problem because brands that are recognizable and familiar to buyers are statistically far more likely to be short-listed and considered when the time comes to make a purchase decision.
Creativity and emotional impact are among the key ingredients in better B2B brand building. You can find much more research-informed guidance in the free guide. We also invite you to register for an upcoming webinar on October 1st at 10:00 AM ET on Better Brand Building Across the Full Funnel, which will review a new report from Sprinklr and LinkedIn to show how you can improve ROI with an integrated strategy.
But for now, as always, here’s a healthy helping of trending content for B2B marketers from around the web.
What to Read
Need More B2B Year-End Wins on a Year-End Budget? Here's How to Leverage What You Have (Fast Company): Bonnie Moss shares tips for taking advantage of the resources you've already invested in to maximize your remaining 2024 budget, and position your brand for growth in 2025.?
Where AI Falls Short in High-stakes B2B Industries (Martech): “AI mimics. It doesn’t create,” writes Shama Hyder. “Marketing based on mimicry is inherently incapable of being specific or creative enough to make a brand stand out.”
LinkedIn Publishes New Guide to Its Advanced Revenue Attribution Report (Social Media Today): Andrew Hutchinson covers key notes and takeaways from LinkedIn’s new guide on using this powerful reporting tool.
领英推荐
How To Improve B2B Demand Generation with Qualified Buying Groups (Ad Age): A shared view of buying groups across sales and marketing is critical for driving effective demand gen, according to Adobe’s Mitch Folks.?
The 4-Step Guide To Engaging Millennial B2B Buyers (Demand Gen Report): Based on data from a B2B buyers survey, Kelly Lindenau highlights four steps for engaging a crucial demographic:
What to Watch
Earlier this month at INBOUND, LinkedIn joined up with HubSpot for a live session on supercharging go-to-market strategy with integrated solutions that support organizational alignment. You can click here to stream it on-demand.
What to Know
According to findings from Alloy’s new tech marketing data report, State of the Modern Customer Journey, 91% of B2B tech companies are placing a greater emphasis on serving existing customers. We’re taking this as a positive sign after last year’s B2B Marketing Benchmark found that B2B tech, relative to other industries, was placing an overwhelming emphasis on generating new business versus engaging and retaining current customers.
Make sure to follow the LinkedIn for Marketing Blog for more insights.
OK Bo?tjan Dolin?ek
I'm in awe of the wisdom of "Marketing" and deeply in love with her grandchild "Social Media Marketing." With Meta certifications to back it up, we're helping brands thrive and grow.
1 个月I see this as an opportunity for brands to do more to connect with their audience. Establishing real connections with an audience puts you in a position for greater brand recall and higher consideration when your audience decides to buy. Surprisingly, It is still humans that are behind the businesses of a B2B model??. It is also a huge opportunity for brand marketers to equip themselves with this information.
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1 个月Interesting.
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1 个月Love this
Digital Marketing - Content Management - Event Management - I help enterprises stand out by generating valuable content and experiences for clients - I coach work-life balance through yoga and nutrition
1 个月B2B marketing is more humanized than ever. People are looking for real stories and use cases told by people. Get in the habit of authentic storytelling.