Brand investment unlocks an immediate and long-term competitive advantage – yet 81% of B2B ads fail to gain adequate attention or drive recall ❌ We set out to address this tragedy by uncovering the secrets to breakthrough B2B ads. To do so, we teamed up with MediaScience to conduct the largest neurometric, eye-tracking and human memory study in the B2B industry, ever. 📣The result is in our groundbreaking new paper: Better, Bolder B2B Branding. The full report reveals why better, bolder and more distinctive branding is the biggest untapped opportunity in B2B marketing, and what branding tactics are superior to others at gaining attention and brand linkage. Download it today: https://lnkd.in/dT3xbnQN
The B2B Institute
Advertising Services
New York, NY 26,496 followers
A LinkedIn think tank researching new approaches to B2B growth.
About us
The B2B Institute is a LinkedIn think tank that researches new approaches to B2B growth. We partner with leading academic and industry experts to study the impact of B2B brand building on marketing, product, sales, corporate communications, and talent development. Our vision is to transform the B2B category by introducing new and effective strategies for growth that go beyond tactical short-term thinking and organizational silos. We’re passionate about helping B2B marketers speak the language of finance and realize the opportunity brand advertising has in driving future growth. The B2B Institute is an open forum for dialogue from diverse perspectives. We’re contrarians who seek experimental and future-focused ideas to push the boundaries of conventional wisdom.
- Website
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https://business.linkedin.com/marketing-solutions/b2b-institute
External link for The B2B Institute
- Industry
- Advertising Services
- Company size
- 11-50 employees
- Headquarters
- New York, NY
- Type
- Public Company
- Founded
- 2019
Updates
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The most important search engine is the one in your mind 🧠 That’s why the primary job of a marketer is not to generate clicks, but to build lasting memories. How? Link your brand to relevant Category Entry Points (CEPs), or buying triggers used to recall a brand during a buying decision. Effective use of CEPs can be the difference between being the go-to choice or an afterthought: https://lnkd.in/ePzMRjwe
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Not all branding tactics pack the same punch 🤜 In our latest research with MediaScience, we explored various branding tactics— like logo sizing, placement and method of branding (audio, verbal, visual)— to uncover what truly drives recall and attribution. Surprisingly, none of these factors significantly impacted attention or memory 🧠 So, what really works? Discover 3 standout tactics that top-performing ads have in common: https://lnkd.in/dT3xbnQN
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A company’s value is determined by the size and certainty of its cash flows. And these cash flows come from current and future customers. So, how can marketing communicate their role in driving financial value? 💸 It starts with demonstrating how marketing influences current and future customers. Read on: https://lnkd.in/ddPqWN9J
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Mastercard’s iconic 'Priceless' campaign is more than an iconic, timeless marketing triumph—it revealed universal human emotions that resonate across audiences in B2C and B2B. Learn more about the power of ‘Priceless’, and how Mastercard ventured into the B2B space from the masterminds of Mastercard: Cheryl Guerin, Greg Boosin and Traci Spiegelman ⬇ https://lnkd.in/d7VKZm3J
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According to the Ehrenberg-Bass Institute, real brand growth comes from acquiring new customers, not just boosting loyalty 🤝 Your focus should be building mental and physical availability, or becoming easy to mind and easy to find. Learn how: https://lnkd.in/growB2Bbrands
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First impressions count 👀 Since cognitive attention levels tend to increase throughout the first 4 seconds of an ad, this means you have 4 seconds to get your brand front and center. Learn more about the benefits of early branding: https://lnkd.in/dT3xbnQN
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Do your ads “stop the scroll” to capture your audience’s attention? 🤳 Unfortunately, the evidence suggests that most B2B advertising uses low attention creative. Why does that matter? Because capturing attention is a critical first step to building awareness and driving purchases. Discover how to grow your share of attention, and the other key growth metrics: https://lnkd.in/e4aczpiz
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More is more when it comes to branding ⭐ A logo simply isn’t enough to stand out in a sea of sameness. So, alongside MediaScience, we conducted a landmark research study to identify what high performing B2B ads do differently. Discover the 3 tactics to design creative that works ➡️ https://lnkd.in/dT3xbnQN
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Pitching your marketing efforts to the CFO isn’t easy, especially when risk profile comes into question... According to our research, companies that have a strong brand are more likely to secure future earnings, and gain more trust from more investors 🔒 Dive deeper and start thinking like an investor: https://lnkd.in/ddPqWN9J
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