This highlights two (2) contrarian marketing trends developed by LinkedIn's Brand Strategist, Peter Weinberg. It discusses the War on Brand and Start With Who which ties into the important of the Authenticity in the Age of Automation. For additional info search for B2B Marketing Trends by LinkedIn. Questions? Contact your LinkedIn Marketing Solutions representative.

1. MAKE MINE
A MANHATTAN
Marketing Trends by Peter
Weinberg

2. Marketing
Trends
PeterWeinberg
Global Brand Strategy Lead,
LinkedIn Marketing
Solutions

3. Our Approach
ToThisYear’sTrends

4. OurTrends Are
Contrarian By Design
4
ContrarianConsensus
Wrong Right
Source: Howard Marks

5. TheWar On Brand

6. Brand Marketers Are
LosingThe Budget Battle
Source: IPA Study, Marketing Effectiveness In The Digital Era
2007
47%
2016
72%

7. Direct ResponseWins InThe Short-Run,
But BrandWins InThe Long-Run
Source: IPA Study, Marketing Effectiveness In The Digital Era
70%
60%
40%
10%
30%
0%
50%
20%
0 — 6 7 — 18 19 — 30 > 30
Campaign Duration in Months
% Reporting Very
Large Effects
The Conflict Between Long and Short-Term Metrics
Direct Response Effects
Branding Effects

8. ThisWar Isn’tWorth Fighting,
Negotiate ATruceWithThe “60:40 Rule“
Source: IPA Study, Marketing Effectiveness In The Digital Era
Direct Response Share Of Budget
Number Of Very Large
Effects
10
8
6
2
4
0
0 20 40 60 80 100
The 60:40 Split Delivers Maximum Effectiveness

9. Acquisition Only
0.2%
Source: LinkedIn Internal Data
1.5%
1.0%
0.5%
0.0%
Brand & Acquisition
1.2%
Conversion Rate
Synchronize Brand And Demand
To Drive Exceptional Performance

10. StartWithWho

11. Most MarketingToday Is
Not Customer-Centric
of buyers say
advertising is relevant
to them3%
Source: Infolinks study on “banner blindness”

12. Actual Customer-centric Marketing Is
Radically Individualistic
Source: Netflix Blog On “Artwork Personalization”

13. That Means Every Little Detail Is
Driven By Data
ROMANTIC
COMEDIC
Source: Netflix Blog On “Artwork Personalization”

14. That Means Every Little Detail Is
Driven By Data
ROMANTIC
COMEDIC
Source: Netflix Blog On “Artwork Personalization”

15. Conversely, Most B2B Personas Are
Informed By Guesswork
Rachel
From Research
Sarah
From Sales
Peter
From Procurement
Source Place Holder:

16. Blockchain
Engagement
Data Ai
Banking Regulations
Next Mobile Economy
Distributed Ledger Technology
Retirement Milestones
0 1400400 1000
The First StepTowards Netflix
StartsWith Data-Driven Personas
TRENDINGCONTENTWEBSITE DEMOGRAPHICS

17. Great.Where Can I Find
More OfThese Ideas?

18. For More Contrarian Ideas,
Visit Our Slick New Microsite

19. THANK YOU
Discover more marketing trends
HERE