You can only grow your B2B brand if you’re showing up in the right places 📈 Building on years of research with the Ehrenberg-Bass Institute into Mental Availability (making your brand easy to mind), we’re now digging into Physical Availability – and its critical role in B2B brand growth. Find out what it takes to turn attention into action 👁️https://lnkd.in/exf6_Eqh
The B2B Institute
Advertising Services
New York, NY 33,298 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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What does Betty Crocker cake mix have to do with GenAI? It’s all about the tension between ease and effort. Sales of the Betty Crocker instant cake mix stagnated and was rejected because the effortless recipe only required adding water – which completely removed the pride of baking in the eyes of traditional housewives of the 50s. But once the ads changed the instructions to include a fresh egg... Sales skyrocketed. Like housewives of the 50s, professionals want tools that enhance their craft instead of replacing it. Read more surprising insights here: https://lnkd.in/ezSvQGNa
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The B2B Institute reposted this
In a few weeks, we launch the 2026 edition of B2B Trends for the Contrarian Marketer. Eight years ago, this franchise marked the start of The B2B Institute. And this year’s edition couldn’t come at a more critical moment — built for bold marketers navigating an era defined by AI, video, and the end of siloed marketing. Stay tuned.
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📢B2B marketing leaders, it's time to stop rejecting creative because CFOs aren't on board. Instead, embrace creative advertising as a profit center capable of moving market share. It’s a strategic asset any brand, category or market can do – if applied correctly. This paper will show you how ✨: https://lnkd.in/e4vxX8Mm
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If the first step to using GenAI is knowing why you’re using it, the second step is knowing when to let it take the lead. Across the board, people are more comfortable letting GenAI handle tasks when it’s faster (50%), but fewer are willing to let it take over when it’s simply better (43%). Find out what this means for how you depict your AI products in your next ad: https://lnkd.in/ezSvQGNa
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B2B buyers aren’t shopping around for GenAI. Most have made up their minds before the RFP is written. Time pressure, cognitive biases, and risk-aversion mean buyers often stick to what’s familiar or what comes to mind first 💡 If you’re not top of mind early, it may already be too late. Find out more on why winning the GenAI race isn’t about comparison - it’s about mindshare: https://lnkd.in/eKhjzvsc
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The more optimistic people feel about GenAI, the less they use it to kickstart their tasks. Our research shows that people still want to feel like the hero in their own story. If your ad suggests that AI is doing all the work, you’re sending the wrong message. Here’s how to craft the right message: https://lnkd.in/ezSvQGNa
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The connection of a brand to a buying situation takes place in people’s minds. This makes it hard to measure using behavioral metrics. At LinkedIn, we can measure the frequency with which words are mentioned in your advertising and weight each word by each ad’s dwell time to show the likely impression that your advertising is making. Read how you can use ‘linkage’ to measure ‘Keyword Density’ here: https://lnkd.in/e4aczpiz
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GenAI might shine a light on your potential, but it also surfaces your deepest anxieties 🤯 When we looked into concerns around GenAI, the data revealed the uneasy tension professionals have between the pros and cons of GenAI. For B2B marketers, Category Entry Points are also pressure points—trigger them the right way to earn attention. Trigger it the wrong way, and you’ve detonated your ad’s potential to connect... https://lnkd.in/eEv92KkQ
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If your ads look like your competition, you’re advertising for them. That’s why standing out matters, especially for smaller brands. But most don’t. In B2B marketing, truly distinct assets are rare, and brand misattribution is rife. Bigger competitors are reaping the rewards of smaller brands’ advertising efforts, and the only way to change this is with better, bolder B2B branding: https://lnkd.in/eYhNd_E8