Uncensored CMO B2B brand building in the era of AI with Jon Lombardo and Peter Weinberg
53 snips
Jun 12, 2024 
Former LinkedIn B2B Institute members Jon Lombardo and Peter Weinberg discuss the importance of B2B brand building, creating distinctive assets, and the shift towards AI-powered market research. They delve into why B2B marketing needs to focus on brand over product features, the benefits of fluent devices, and their new company, Evidenza.ai.
AI Snips
Chapters
Transcript
Episode notes
B2B Shares Marketing Laws with B2C
- B2B marketing shares many core principles with B2C marketing despite common beliefs.
- The next century's biggest growth and brand-building opportunities lie in B2B rather than B2C.
The Heaviness of B2B Buyers
- B2B buying differs significantly due to large disparities between light and heavy buyers.
- Heavy B2B buyers are immensely more valuable but should not be the sole marketing focus.
Prioritize B2B Brand Building
- B2B firms must prioritize top-of-funnel brand building, not just product feature focus.
- Mental availability on day one drives 80% of buyer decisions, so build brand awareness early.