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BEFORE WE
GET STARTED

The Top 3 B2B Marketing
Trends for 2019

Ty Heath
Global Lead, Market
Development
LinkedIn
Peter Weinberg
Global Lead, Market
Development
LinkedIn
Jon Lombardo
Global Lead, Market
Development
LinkedIn

Our Trends Are
Contrarian By Design
4
ContrarianConsensus
Wrong Right
Source: Howard Marks

5
The Originality
Delusion
1

But New Isn’t What Sells
2009
6Source: The Drum, “Why Research Shows You’re Better Off With Your Existing Ad Campaign”Source: The Branding Journal, ”What To Learn From Tropicana’s Redesign Failure”
new ad campaigns
outperform old campaigns
1 5
only
in

Don’t Sell “Original,” Sell “MAYA”
7Source: Raymond Loewy, “MAYA Principle”
MOST ADVANCED, YET ACCEPTABLE

The War On Brand
2

9
Direct Response Wins In The Short-Run,
But Brand Wins In The 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

Acquisition Only
0.2%
10Source: 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

Questions?