Episode 23

Rethinking B2B Advertising with The B2B Institute’s Ty Heath

Based on an analysis of 2,500 B2B ads, one thing is very clear: B2B needs a new creative formula, one that’s actually effective.

This week, Ty Heath, Director of Market Engagement at The B2B Institute, a think tank funded by LinkedIn, joins Angela, Rob, and Elena to talk about why B2B advertising struggles with creative effectiveness. They cover why marketing to businesses is still marketing to people and explore the ABLE formula’s guide to developing B2B creative that people will remember.

Topics Covered

• [02:00] The problem with B2B ad creative

• [04:30] Connecting brand investments to business results

• [08:00] Why a lack of likeability harms creative effectiveness

• [14:00] What Disney teaches us about applying a consistent creative formula

• [18:00] Examples of B2B ads that aren’t boring

• [23:00] Using the ABLE formula to develop effective creative

• [29:00] Why awareness is the first hurdle B2B marketers need to clear

Resources:

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2023 Adweek Article

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