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Talks about #b2btrends, #b2binstitute, #b2bmarketing, #b2bcreativity, and #diversityequityandinclusion


Ty is:
B2B Marketer, Author, Leader
Marketing is uniquely positioned to shape how people think, and we should use that position to create positive change. I build thoughtful brands that move and inspire communities.


The Scientific Case For Investing in Creativity in Your B2B Marketing

Editor’s note: This LinkedIn Collective post was written by Ty Heath, Director of Market Engagement at The B2B Institute.

What do a loud duck, a smooth-talking gecko, and a sunglasses-wearing emu have in common? For some reason, the answer to this question is: insurance. And odds are pretty good you can name the brands associated with each of these characters.

The brand campaigns that brought us this cast of characters managed to bring noteworthy creativity to the less-than-exciting intangible service of insurance. These characters are powerful distinctive brand assets: they are instantly recognizable and attributable to their respective brands, and they link these brands to the insurance category in the minds of consumers everywhere.

Branding, when done right, is one of the best long-term marketing investments an organization can make. And we have the science to back that up.

At The B2B Institute, we’ve been teaming up with Les Binet, Peter Field, and the experts at System1 and The Ehrenberg-Bass Institute to deliver science-backed creative insights that make the case for increasing investment in creative marketing.

What’s Tripping Up B2B Marketing



If you are in marketing, sales, customer success, leading business or a creative, INBOUND is a great one to check out.

#B2BMarketing #Sales #CustomerSuccess #Creatives #INBOUND22