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

Episoder(250)

Airbnb on their big new innovation, in-housing creativity and brand led communication - Hiroki Asai

Airbnb on their big new innovation, in-housing creativity and brand led communication - Hiroki Asai

I speak to Airbnb's CMO, Hiroki Asai, fresh off their 2025 Summer Release, where they announced their brand new "Services" and "Experiences" addition to the platform. This now positions Airbnb as the ...

4 Jun 202537min

The future of X: winning back advertisers, breaking the news & building the world’s most powerful AI

The future of X: winning back advertisers, breaking the news & building the world’s most powerful AI

Since Elon Musk acquired X (formerly Twitter) in 2022, the platform has undergone dramatic changes; slashing headcount, losing major advertisers, and redefining its identity. Now, under CEO Linda Yacc...

28 Mai 202551min

Mars Brand Building Masterclass with Rankin Carroll

Mars Brand Building Masterclass with Rankin Carroll

Rankin Carroll is the Chief Brand Officer at Mars, having joined the company in 2002. Mars is responsible for some of the most well-known advertising in the world, for brands including M&M’s, Twix, Sn...

21 Mai 202553min

Chaos, Creativity & Courage - how Tubi took on the streaming giants - Nicole Parlapiano

Chaos, Creativity & Courage - how Tubi took on the streaming giants - Nicole Parlapiano

Nicole Parlapiano is the CMO of Tubi, an ad-supported streaming platform taking on the subscription giants. Nicole has previously had her own dating startup acquired by Match Group, before working in ...

14 Mai 20251h 8min

How not to be boring in B2B, AI agents and lessons from F1 - Colin Fleming

How not to be boring in B2B, AI agents and lessons from F1 - Colin Fleming

Colin Fleming is a returning guest, and the CMO of ServiceNow, a B2B company ripping up the B2B marketing playbook. It’s not the first time Colin has done this, having previously spent 13 years at Sal...

7 Mai 202541min

Scott Galloway vs Rory Sutherland - is the era of brand over?

Scott Galloway vs Rory Sutherland - is the era of brand over?

In a world first, Scott Galloway and Rory Sutherland go head to head to talk about some of the biggest topics in marketing. They lock horns on Scott's controversial statement "the era of brand is dead...

30 Apr 202544min

Who killed Duo? How Duolingo built a brand on entertainment

Who killed Duo? How Duolingo built a brand on entertainment

Today, I’m joined by James Kuczynski, Creative Director at Duolingo, and Dan Salkey, Founding Partner at Small World, for a conversation on how to build truly entertaining brands.Fresh off their SXSW ...

23 Apr 202553min

Dan Ariely: the hidden forces that shape your customers' decisions

Dan Ariely: the hidden forces that shape your customers' decisions

In this episode, we deep dive into the irrational world of customer behaviour with legendary behavioural economist Dan Ariely. Dan reveals why we’re all predictably wrong, how tiny invisible cues can ...

16 Apr 20251h 19min

Populært innen Business og økonomi

stopp-verden
lydartikler-fra-aftenposten
dine-penger-pengeradet
e24-podden
rss-borsmorgen-okonominyhetene
rss-penger-polser-og-politikk
finansredaksjonen
livet-pa-veien-med-jan-erik-larssen
pengepodden-2
utbytte
rss-sunn-okonomi
tid-er-penger-en-podcast-med-peter-warren
morgenkaffen-med-finansavisen
pengesnakk
lederpodden
stormkast-med-valebrokk-stordalen
liberal-halvtime
lederskap-nhhs-podkast-om-ledelse
rss-politisk-preik
rss-markedspuls-2