1、Better,Bolder B2B Branding:How To Unlock The Biggest Opportunity In B2BBy Kate Newstead13PART I:WHY BETTER BRANDING IS KEY TO BETTER MARKETING RESULTS08INTRODUCTION:OUR LANDMARK B2B ADVERTISING STUDY WITH MEDIASCIENCE03FOREWORD36CONCLUSION39LIMITATIONS AND AREAS FOR FUTURE RESEARCH21PART II:HOW TO D
2、O BETTER,BOLDER B2B BRANDINGTable ofContents04AUTHORS AND CONTRIBUTORS2BETTER,BOLDER B2B BRANDINGForewordWhat began as an experimental research project with some unusual measurement technologies turned into a landmark study with richer and more practical insights than we ever imagined.Thank you to o
3、ur partners at MediaScience for helping us create new intelligence and actionable proof points for the B2B marketing community.This white paper is the culmination of numerous studies the B2B Institute has commissioned into brand building over recent years.Our mission to empower B2B marketers to grow
4、 their brands and their business would not be possible without our strategic partnerships including MediaScience,Distinctive BAT,System1 and the Ehrenberg Bass Institute.A special thank you to everyone at LinkedIn who has contributed to this body of work.The combined forces of our Sales,Customer Sci
5、ence,and Marketing colleagues was the perfect catalyst for robust,actionable and commercially relevant marketing intel that empowers marketers to invest strategically and maximize value from their budgets.With gratitude,authors and key contributors are featured on the following page.3BETTER,BOLDER B
6、2B BRANDINGKate NewsteadMarketing Science Lead,The B2B Institute,LinkedInAuthorAs the Marketing Science Lead at The B2B Institute,Kates focus is on translating buyer behavior intelligence into marketing decisions that drive financial results.Kate helps LinkedIns clients implement practical marketing
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