Stein IAS’ Post

#B2Bcannespostcards#6 (... last one, I promise!) #B2Bagency Transmission have made a significant commitment and contribution to Cannes Lions International Festival of Creativity over the past three years, and used the 2024 festival as an opportunity to launch new research into what #B2Bmarketing leaders need to do to get the board – plus a great graphic… which has much in common with the one created within B2B Marketing’s Propolis community to demonstrate how to excel as a #commercialmarketer (which you can see here in my newsletter https://lnkd.in/e3qrJgd7). Clearly great minds think alike! There’s an interesting discussion to be had about whether or not board membership is the natural nirvana for marketing leaders, or possibly a distraction from other things… but that’s one for another time! In the meantime, Vanessa Cheal provides an excellent precis below and you can download the full report here. https://lnkd.in/eqvXxcTG B2B Marketing

Branding is Believing 👼🏼 🙏 In the maze of marketing advice, the path to clarity often proves elusive. "Never do this," they say, or "Always do that." Yet, such absolutes rarely align with the unique heartbeat of your brand. Imagine a framework not based on mere tips and tricks but on beliefs — a scripture of branding that invites you not just to be heard, but to be lived. At B2B Marketing: The Conference, we are thrilled to announce Pravda Partners' Sune Busk and Karim Frølund Jarrar as your heralds of truth. 👼🏽+👼🏼 They present "De 10 B2Bud” (The 10 B2B Commandments), a gospel of B2B branding so vital that ignoring it means wandering aimlessly in the wilderness of the market. These commandments, forged from the real-life experiences of those who have navigated the tumultuous seas of B2B branding and survived, are challenging to live by but impossible to disregard if you seek the promised land for your brand. 🌄 Join us at B2B Marketing: The Conference on April 24 to receive true marketing wisdom. Embrace these commandments and witness how they not only ensure your brand's survival but also help forge a legacy—your B2B brand's eternal life. 😇 #B2B #Marketing #Branding #BusinessStrategy #Pravda #B2BMarketingTheConference Dansk Markedsføring

Really interesting #DigitalMarketing for B2B event today - wonderfully hosted by Skip Fidura, FIDM and put together on by Neil Argent (lovely to meet you after so long Neil). The format of short presentations followed by small round tables felt like a great combination of listening, learning and sharing. I can thoroughly recommend The Electric Cinema at White City as a venue for c 40 people events. Digital technologies and techniques enable fresh thinking, innovative campaigns and detailed measurement, but the underlying marketing principles remain - people, communications, stories, brands, emotional connections. And marketing’s role in growing businesses.

Preeti Saini of IFS shared her marketing moves and wisdom with us. The conversation covers everything from the foundation of a global marketing strategy to the strategies that ensure a robust pipeline of prospects. Preeti is a big advocate for aligning sales and marketing. Check out the interview here. #marketing #sales #pipeline

Earlier in my career, I often described myself as a "Performance Marketer." Over time, I've come to eschew the term. ⚖️ - The term is often used in opposition to "brand marketing," implying the latter is not a driver of performance. ☯️ - The truth is that you need to create demand before you can capture it. You can drive growth for your business by finding the right balance between these two efforts. 📊 - The real challenge is the ability to reliably measure the incremental impact of your marketing efforts. 🗣️ - You need to speak the language of the C-suite and the Finance team to achieve the critical alignment required to use marketing as a growth lever in any company. Together with Stein IAS, WARC, and some remarkable marketers, we have published this whitepaper to provide a playbook for B2B marketers. (But let me let you in on a little secret: it's great for B2C marketers too!)

If you are a B2B content manager, you might have found securing customers for case studies to be challenging, but the rewards are worth it. To make things easier, you can use incentives like discounts, exclusive access to services, or co-marketing opportunities such as trade fair collaborations to motivate participation. What incentives have you found most effective in encouraging customers to create case studies? Let’s discuss! #ContentMarketing #CustomerIncentives #B2BSuccess

Kudos to WARC, LinkedIn, and Stein IAS for releasing this crucial research on sustainable B2B growth. It's a must-have for every B2B marketer as they plan and direct their teams and strategies for the future. I felt privileged to represent Lexmark to contribute among such a distinguished group of marketers. As always, sharing freely brings abundant returns! The wisdom from the expert contributors is invaluable. Let's keep elevating our industry by sharing our finest work and enhancing the development of #Brand to #Demand expertise in #B2B.

I'm incredibly proud to say my first custom white paper made its debut at Cannes Lions! I served as the lead analyst on the B2B Brand-to-Demand Experience playbook published by WARC Advisory and sponsored by Stein IAS and LinkedIn. This groundbreaking research introduces a comprehensive approach toward unifying brand marketing and demand marketing. First, it lays out the case for why B2B marketers should link brand and demand (hint: it will drive cost efficiencies and enhance customer experience - who doesn't want that?). Then, it illustrates the BDX model, which organizes and systematizes marketing touchpoints, creating a coherent experience for buyers. The white paper concludes with a set of practical steps B2B marketers can take. Download the report here: https://lnkd.in/e59EutNd

The competition in the battle for #brandawareness is fierce and standing out from the crowd is paramount. There are many ways to achieve that, and finding the right #brandvoice for your business should be high up on your to-do-list. 📢 🎯 But how? That’s what we’ll discuss in the next chapter of our little #brand series ➡ https://bit.ly/3Yqiu1I #BrandAwareness #BrandDevelopment #B2Bmarketing

Have you heard about the 360insights Elevate brand? If your looking for new ways to drive your business and bring it to the next level, check it out!