B2B marketing is undergoing a transformation, evolving from its traditional, sales-driven roots to a dynamic, strategic powerhouse. But it’s not just about the tools and tactics; it’s about understanding the psychological depth, fostering human connections, and building resilient brands in an ever-competitive market.

Welcome to another episode of Marketing in the Madness! This time, Jennifer Shaw-Sweet from LinkedIn’s B2B Institute joins the conversation to reveal B2B marketing insights businesses can’t afford to ignore.

Jennifer shares how LinkedIn’s B2B Institute is pioneering research that redefines B2B marketing strategies. She demonstrates how humanising B2B, focusing on consistency, and conducting bold experiments can propel businesses to new heights.

Whether you’re a seasoned marketer or just diving into the B2B world, this episode offers the insights you need to transform your approach.

Here’s what you’ll learn:

🥇The Psychology behind B2B Marketing: Decisions are way more emotional than businesses like to admit. Discover why B2B marketing has been historically sidelined and how understanding its roots can help you craft more effective strategies.

🥇 Humanising B2B: Learn how to move beyond corporate jargon and make authentic, human connections that drive trust and engagement. Make it human. B2B isn’t about faceless corporations shaking hands, it’s about solving real human problems.

Whether it’s Terry from finance retiring to Marbella or a frustrated IT manager battling digital chaos, it’s the human stories that resonate. Remember: people don’t buy from logos; they buy from people they trust.

🥇 Consistency is Key: Understand the power of brand fame and why showing up consistently can give you a competitive edge in both sales and talent acquisition.

🥇 Trends to Watch for 2025, Get Ahead of The Curve: From expanding your focus beyond decision-makers to measuring long-term marketing impact, Jennifer shares the trends that will shape the future of B2B.

• Expand your focus beyond decision-makers: Move beyond focusing solely on decision-makers like CTOs or CMOs. Successful strategies will engage the entire buying committee. Think plus three rule emphasises influencing not just the primary buyer but also key stakeholders who impact purchasing decisions.
• Embrace bold experiments: Risk-taking will become essential. Forget playing it safe. It’s time to take risks, measure their impact, and learn fast.
• Long-term impact over short-term wins: Companies that invest in consistent marketing strategies will secure a stronger market position over time.

🎧  Watch the FULL EPISODE here:

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