“There are exciting shifts in B2B marketing which is going through a renaissance right now,” underlines Melissa Furze, Vice President, Customer Science and B2B Institute, LinkedIn Marketing Solutions, during this fascinating conversation with podcast host Ben Downing as together they examine the shape of meaningful media experiences in the evolving B2B advertising space.

With over 65 million companies on their platform, LinkedIn “sits at a pretty unique space when it comes to understanding what's happening in the professional world”, explains Melissa who leads a multi-disciplined team which includes marketing strategists, researchers, content solutions, engineers, and analysts.

While there are differences in terms of B2C and B2B marketing, notably that B2B buying decisions involve high consideration purchases with typically longer sales cycles and often larger buying committees compared to the individual consumer’s buying decision, during this episode we learn there is definitely a shift towards more emotional, human-centered and ‘story full’ advertising in B2B. At LinkedIn, for example, they have new ad formats called Thought Leader Ads where brands have the opportunity to tell their stories through the voices of employees and their experiences by sponsoring a post from individual employees and executives.

B2B advertising is seeing a shift around creativity. Recent research from LinkedIn found 50% of B2B marketing leaders say creativity is their biggest priority. While B2B marketers are understanding the importance of storytelling. In their recent B2B marketing benchmark report LinkedIn found that “43% of B2B marketing leaders actually say that storytelling will be one of the most important future skills for their marketing team.”  

Press play on this episode to learn how CMOs and their marketing teams are building impactful media experiences in the B2B advertising space to connect and build meaningful emotional connections.  

Useful inks

Further information on the LinkedIn CMO Scorecard mentioned in the episode: https://business.linkedin.com/marketing-solutions/b2b-institute/cmo-scorecard

LinkedIn Collective: https://www.linkedin.com/showcase/linkedin-collective/

Good News Network cited by Melissa during her Fast Five: GoodNewsNetwork.org 

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