B2B Institute

The B2B Institute is LinkedIn's think tank translating marketing science to business markets. Together with partners including the Ehrenberg-Bass Institute it publishes research that challenges the standard B2B practice of pure lead generation, with the 95-5 rule as its best-known result: the vast majority of business buyers are not in the market right now, so brand building among that majority determines future revenue. The institute is influential because it seriously tests consumer-marketing effectiveness findings on B2B. The reader should weigh that its sponsor is an advertising platform that benefits from broader brand budgets.

Key work The 95-5 Rule; onderzoeksreeks met het Ehrenberg-Bass Institute

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