Stein IAS’ Post

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

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!)

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.

#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

'The State of B2B Brand Building and Measurement' Join Tom Vannozzi, Head of Quant at Jigsaw Research, for this online webinar next week, Tuesday 28th November at 11am, hosted by Business Intelligence Group (BIG). Brand building is increasing in importance within B2B boardrooms around the world. But CMOs are facing real challenges to building bold and memorable brands. What are the opportunities for research and insight to help them deliver? Reserve your free spot > https://lnkd.in/eb9Kvcyd

Brand building is increasing in importance within B2B boardrooms around the world. But CMOs are facing real challenges to building bold and memorable brands. What are the opportunities for research and insight to help them deliver https://lnkd.in/e5bq8-4T

77% of UK B2B leaders say bold creative is key to brand building, according to LinkedIn. Key insights from their report: → To stay top of mind, creativity is essential → B2B buyer journeys often require 17 interactions before a purchase → 69% agree brand building is helping them improve engagement and conversions The latest report is dropping in Cannes next week! [I've added relevant links below!] Ref: Global B2B Marketing Benchmark & Tom Pepper

WINNER! Dive into the campaign that brought home the gold at last night’s Northern Digital Awards and find out why it's Matthew Eastwood's fave creative work of 2023 🏆 🏆 To us, this wasn't just another campaign. It wasn't content. It wasn't art. It was a disruptive wake-up call. See why this collaboration between creatives, PR experts, fabric manufacturers and industry leaders in construction at IronmongeryDirect earned us Best Digital Marketing Campaign - B2B >> https://lnkd.in/eZ7nbYvq #NorthernDigitalAwards #B2B #DigitalMarketing

B2B marketing wisdom at Cannes, kudos to LinkedIn and Bain & Company. There are two groups of B2B purchase-decision makers. The campaigns need to cater for both. The target buyers are experts in your product ot domain. They care most about ”advanced features”, ”transformational potential” and ”innovation”. The hidden buyers are process experts who are critical to decision making. They care most about ”reliable brands”, ”peace of mind” and ”vendors that are trusted”. And as the average B2B buying coalition has 23 people in them, the threat of FOMU is real. The fear of messing up. Which leads to safe decisions. And in that, the brand with a capital B wins. #canneslions2024 | Cannes Lions International Festival of Creativity

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