Peter Weinberg and Jon Lombardo are the heads of research and development at the B2B Institute, a think tank at LinkedIn that studies the laws of growth in B2B. You can follow Peter and Jon on LinkedIn.

What we covered in this episode:

• Introducing the youngest B2B marketers on the planet
• Jon & Peters favourite Super Bowl ads
• The very low hurdle of writing a B2B article
• How half the economy is in fact B2B
• Is B2B really different to B2C
• Sales vs Product led B2B companies
• The Product Delusion and why it damages marketing
• How B2B ads compare to B2C on long term brand building
• What everyone can learn from Salesforce
• How brand advertising is good for sales and talent
• The power of cuddly furry animals
• Publicity vs Persuasion in Advertising
• Plug for ‘Why does the Pedlar Sing’ by Paul Feldwick
• Introducing the 95:5 rule
• The best search engine is the one in your head
• The importance of aligning marketing with finance
• Sponsoring the first ever B2B Cannes Lion
• Advertising is the tax for having a bad product
• Their least successful Marketing Week article
• Liberty Mutual and the power of sound
• What we can learn from Boston beers Super Bowl winning Ad
• How emotion regulates what we pay attention to
• Why characters are the most underused tactic in advertising
• Wear in vs Wear out and why incentives for agency and client aren’t aligned
• The Originality Delusion and the power of old ideas
• Bitcoin maximalism and the power of blending something old and new