The countdown is on. On November 10, The B2B Institute and the Ehrenberg-Bass Institute go live with “Easy to Find: Being Where B2B Buying Happens.” Join Tyrona (Ty) Heath, Professor Jenni Romaniuk and Kate Newstead for new insights on how physical availability turns attention into sales. 🔗 Register here: https://lnkd.in/e_bjtsNT
The B2B Institute
Advertising Services
New York, NY 31,995 followers
A LinkedIn think tank researching new approaches to B2B growth.
About us
The B2B Institute is a LinkedIn think tank that researches new approaches to B2B growth. We partner with leading academic and industry experts to study the impact of B2B brand building on marketing, product, sales, corporate communications, and talent development. Our vision is to transform the B2B category by introducing new and effective strategies for growth that go beyond tactical short-term thinking and organizational silos. We’re passionate about helping B2B marketers speak the language of finance and realize the opportunity brand advertising has in driving future growth. The B2B Institute is an open forum for dialogue from diverse perspectives. We’re contrarians who seek experimental and future-focused ideas to push the boundaries of conventional wisdom.
- Website
-
https://business.linkedin.com/marketing-solutions/b2b-institute
External link for The B2B Institute
- Industry
- Advertising Services
- Company size
- 11-50 employees
- Headquarters
- New York, NY
- Type
- Public Company
- Founded
- 2019
Updates
-
The B2B Institute reposted this
The Ehrenberg-Bass Institute is looking forward to Professor Jenni Romaniuk co-presenting with LinkedIn's The B2B Institute at the virtual LIVE launch event for our research: Easy to Find: Being Where B2B Buying Happens. Jenni will be joined by The B2B Institute's Director of Market Engagement, Ty Heath and Marketing Science Lead, Kate Newstead. This report, co-authored by Professor Jenni Romaniuk and Professor Magda Nenycz-Thiel, and The B2B Institute, explores how B2B brands can grow by being easier to find and buy through Presence, Prominence, and Portfolio. To our network in North America, tune in to the LinkedIn Live launch on November 10 at 1:00 p.m. ET / 10:00am PT Register to attend here: https://lnkd.in/eh4sr2K3
-
-
The biggest edge in B2B? Making your brand easier to buy. On November 10, join The B2B Institute and the Ehrenberg-Bass Institute live for the launch of “Easy to Find: Being Where B2B Buying Happens.” With Tyrona (Ty) Heath, Professor Jenni Romaniuk and Kate Newstead. 🔗 Register now: https://lnkd.in/gaBBrZur
-
-
The B2B Institute reposted this
Sharing some fun/insight this Halloween from my colleague, Derek Yueh. #outcomesnotoptics ----- On Halloween, let's ask ourselves a simple question: Are we treating our audiences, or just tricking them? It’s tempting to chase metrics like dwell time and clicks, the way kids chase candy: more is better, right? But here’s the spooky truth: not all engagement is good engagement. Make an “X” close button smaller, and your dwell time goes up, even if real attention doesn't. Make it tiny enough, and you’ll even get more clicks, but from people who were just trying to close your ad. That's not engagement. That's entrapment! The Insight: The Möbius Strip of Measurement DistortionTM (pending) chronicles what happens when design biases create false signals, false signals reshape metrics, and metrics harden into incentives that reinforce the same biases. 1. Fitts’ Law — Friction Distorts Intent The farther away or smaller the target ("X" button) is, the longer it takes to click. Friction changes effort, and effort distorts intent. → This is how design "tricks" can create misleading signals of engagement 2. Goodhart’s Law — Metrics Distort Meaning When a measure becomes a target, it stops being a good measure. Once people are rewarded for hitting a number (CTR, CPM, ROI, etc.), they start optimizing for the metric instead of the mission. → This is how measurement incentives distort behavior. 3. Campbell's Law — Incentives Corrupt Systems The more a metric is used for decision-making, the more it invites gaming and corruption, especially when short-term KPIs, strict-yet-incomplete measurement frameworks, and ROI pressures collide. → This is how distorted behavior becomes institutionalized. Good marketing treats audiences with ideas and information worth their attention. Bad marketing tricks them, using dark patterns to hit KPIs that don't reflect their true intentions.
-
The B2B Institute reposted this
This Halloween, are advertisers treating their audiences, or just tricking them? Make the “X” close button smaller, and your dwell time goes up, even if real attention doesn't. Make it tiny enough, and you’ll even get more clicks, but from people who were just trying to close your ad. That's not engagement. That's entrapment. 😇 Good marketing treats audiences with ideas and info worth their attention. 😈 Bad marketing tricks them, using dark patterns to hit KPIs that don't reflect their true intentions.
-
-
B2B growth doesn’t just come from being “top of mind.” It comes from showing up where buying actually happens. That’s the focus of “Easy to Find: Being Where B2B Buying Happens,” developed with the Ehrenberg-Bass Institute. Join us on November 10 for the LinkedIn Live launch with Tyrona (Ty) Heath, Professor Jenni Romaniuk, and Kate Newstead. 🔗 Save your seat: https://lnkd.in/gWeqS5vn
-
-
Most B2B marketers focus on being remembered. But buyers can’t choose you if you’re not easy to find. On November 10, join LinkedIn’s The B2B Institute and the Ehrenberg-Bass Institute live as we launch “Easy to Find: Being Where B2B Buying Happens.” Hear from our expert speakers Tyrona (Ty) Heath, Professor Jenni Romaniuk and Kate Newstead, as they unpack how presence, prominence, and portfolio fuel growth. 🔗 Register now: https://lnkd.in/eh4sr2K3
-
-
The B2B Institute reposted this
Forget the Turing Test — can your AI agent pass The Miranda Test? 👠 In The Devil Wears Prada, Miranda tasks Andy, her second assistant with delivering "The Book" to her townhouse. Emily, the first assistant, thinks she’s given idiot-proof instructions—but chaos ensues when her tidy system of rules meets the messiness of reality. The scene reveals a truth every leader (and every algorithm) learns the hard way: reality doesn’t obey the logic of prompts. 💡 Ironically, Agentic AI is exposing how much human work was never about following instructions in the first place. Here's how AI is shattering three illusions modern work was built on: 📋1. The Cult of the Checklist (Frederick Taylor's Version) For centuries, we’ve mythologized progress as a march toward standardized automation. We’ve industrialized, Taylor-ized, and now algorithm-ized everything—convinced better rules make a better world to rule. But AI’s failures reveal that systems built on rules still run on judgment. Every factory of modern life (customer service, healthcare, education) depends on people navigating the gray zones the rules can’t reach. 🤝 2. The Informal Economy of Effort Anthropologists from Mayo to Graeber have shown that productivity emerges not from compliance, but from cooperation. Real work happens in the shadows of the org chart—those invisible acts of interpretation, care, and coordination that sustain the system. That informal economy is AI’s blind spot: the hidden layer it can’t see, codify, or automate without breaking what makes it work. 🚧 3. Chesterton’s Fence For The AI Age In our rush to automate, we mistake complexity for chaos and clarity for control. But human systems evolve for reasons we rarely understand until we remove them. The inefficiencies we “optimize away” are often the very mechanisms that help organizations metabolize ambiguity. (Klarna learned this the hard way when it removed its own Fence, realizing that “human friction” was actually valuable emotional triage.) So, is your AI agent an Emily (compliant intelligence) or an Andy (contextual intelligence)? Emily’s obedience makes her dependable; Andy’s intuition (the very thing that gets her in trouble) eventually makes her indispensable. Agentic AI carries the same paradox: a perfectly obedient system can never be truly agentic. For more insights, here's The B2B Institute's latest report on How To Win Mindshare In The GenAI Race: https://lnkd.in/eVg7ewzD 📊 P.S. I swear I have a real job doing research — there’s actual data (collected in partnership with the Ehrenberg-Bass Institute) at the end of this PDF on Agentic AI adoption and the kinds of tasks people are comfortable outsourcing.
-
Marketers often struggle to secure budget— not because their work lacks impact, but because its value isn’t expressed in financial terms. That’s why Jonathan Knowles and the B2B Institute’s Lisha Perez developed The Three Drivers of Financial Value—a framework for connecting marketing to the core levers of enterprise value: growth, profitability, and risk management. Read the report: https://lnkd.in/gcy8VQV2
-
GenAI started as yesterday’s shortcut, but now it’s today’s benchmark. And when organizations have a taste of the speed and scale it affords, it may be impossible to avoid what comes next: becoming a machine-augmented version of yourself - impossible to match yet built by your own hand. When you're developing your next ad, ask yourself: are we motivating our audience, or just making them feel replaceable? Read on to find out: https://lnkd.in/gun-fKrt
-