Why we should all give a s**t about B2B - Jon Lombardo and Peter Weinberg, LinkedIn B2B Institute
I speak with the Les and Peter of B2B, the dynamic duo Jon Lombardo and Peter Weinberg from the LinkedIn B2B Institute, talking about how to make B2B more interesting.
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:
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
