Brand, Bravery & The Buying Committee
04/29/25 • 39 min
In B2B marketing 81% of ads are invisible and 95% of buyers aren’t even in-market. Tough crowd. What does it take to break through and reach your audience? And what does the research tell us about content that works?
Join Jon Barkworth, Just Global, and Jonathon Palmer, LinkedIn, as they discuss why high-quality creative and bravery can drive four times profit, and how to do it. Including:
Winning the battle for peripheral attention
How brands signal value to buyers
Embracing the role of emotion in B2B
The competitive advantage of creativity
The importance of social proof
Removing the fear of failure
If you want to cut through the noise, win over buying committees, and make marketing that draws attention, this is the podcast for you.
References:
Amazon LinkedIn video ad for Valentine’s day 2025: https://www.linkedin.com/posts/amazon_never-drop-the-ball-on-a-valentines-day-activity-7295819672937971713-RdQa?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAaS0aABco5tEVX9h8egrugPC_cBbqH8m4Y
Google pixel 9 2025 superbowl ad: https://www.youtube.com/watch?v=-7e6g11BJc0
LinkedIn research ‘81% of ads go unnoticed’: https://business.linkedin.com/marketing-solutions/b2b-institute/better-bolder-b2b-branding
Will smith eating spaghetti side by side comparison of AI video tech leap forward 2023 – 2024: https://www.instagram.com/reel/DEc5ZehNiye/?utm_source=ig_web_copy_link
Hosted on Acast. See acast.com/privacy for more information.
In B2B marketing 81% of ads are invisible and 95% of buyers aren’t even in-market. Tough crowd. What does it take to break through and reach your audience? And what does the research tell us about content that works?
Join Jon Barkworth, Just Global, and Jonathon Palmer, LinkedIn, as they discuss why high-quality creative and bravery can drive four times profit, and how to do it. Including:
Winning the battle for peripheral attention
How brands signal value to buyers
Embracing the role of emotion in B2B
The competitive advantage of creativity
The importance of social proof
Removing the fear of failure
If you want to cut through the noise, win over buying committees, and make marketing that draws attention, this is the podcast for you.
References:
Amazon LinkedIn video ad for Valentine’s day 2025: https://www.linkedin.com/posts/amazon_never-drop-the-ball-on-a-valentines-day-activity-7295819672937971713-RdQa?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAaS0aABco5tEVX9h8egrugPC_cBbqH8m4Y
Google pixel 9 2025 superbowl ad: https://www.youtube.com/watch?v=-7e6g11BJc0
LinkedIn research ‘81% of ads go unnoticed’: https://business.linkedin.com/marketing-solutions/b2b-institute/better-bolder-b2b-branding
Will smith eating spaghetti side by side comparison of AI video tech leap forward 2023 – 2024: https://www.instagram.com/reel/DEc5ZehNiye/?utm_source=ig_web_copy_link
Hosted on Acast. See acast.com/privacy for more information.
Previous Episode
Think differently about ABM
Companies that adopt an ABM go-to-market strategy outperform those that don't. That's according to research from our guest on this episode, Co-founder and CEO of specialist ABM market research and advisory firm, ForgeX.
It makes sense when you think about today's expectations of a personalized experience. The challenge lies in adapting ABM to suit your own business needs. This requires some independent thinking.
Join Davis Potter from ForgeX, and our own EVP of Growth, James O'Flaherty, as they take a fresh look at ABM for today's go-to-market strategies.
They cover:
- what ABM looks like today
- the best areas to be focusing on
- where the market needs to develop
- new models to use to make ABM work for you
- the intersection of demand gen with ABM
- predictions for the future
ForgeX: https://www.forgex.ai/
Just Global's ABM solution: https://justglobal.com/just-abm/
Hosted on Acast. See acast.com/privacy for more information.
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