Why we should all give a s**t about B2B - Jon Lombardo and Peter Weinberg, LinkedIn B2B Institute
Uncensored CMO23 Mar 2022

Why we should all give a s**t about B2B - Jon Lombardo and Peter Weinberg, LinkedIn B2B Institute

Peter Weinberg and Jon Lombardo are the heads of research and development at the B2B Institute, a think tank at LinkedIn that studies the laws of growth in B2B. You can follow Peter and Jon on LinkedIn.

What we covered in this episode:

  • Introducing the youngest B2B marketers on the planet
  • Jon & Peters favourite Super Bowl ads
  • The very low hurdle of writing a B2B article
  • How half the economy is in fact B2B
  • Is B2B really different to B2C
  • Sales vs Product led B2B companies
  • The Product Delusion and why it damages marketing
  • How B2B ads compare to B2C on long term brand building
  • What everyone can learn from Salesforce
  • How brand advertising is good for sales and talent
  • The power of cuddly furry animals
  • Publicity vs Persuasion in Advertising
  • Plug for ‘Why does the Pedlar Sing’ by Paul Feldwick
  • Introducing the 95:5 rule
  • The best search engine is the one in your head
  • The importance of aligning marketing with finance
  • Sponsoring the first ever B2B Cannes Lion
  • Advertising is the tax for having a bad product
  • Their least successful Marketing Week article
  • Liberty Mutual and the power of sound
  • What we can learn from Boston beers Super Bowl winning Ad
  • How emotion regulates what we pay attention to
  • Why characters are the most underused tactic in advertising
  • Wear in vs Wear out and why incentives for agency and client aren’t aligned
  • The Originality Delusion and the power of old ideas
  • Bitcoin maximalism and the power of blending something old and new

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