This Week in Marketing: Spurring Brand Growth

Written by Alex Rynne, Content Strategy Lead @ LinkedIn Ads

Back in 2021, in the enduring aftermath of the pandemic, we championed a mantra for B2B marketers: return to growth. It was a rallying cry coming out of a deeply challenging year: let’s get back on the horse and do what we do best.

Right now, the world of business is amidst another difficult time period. Recent data found that corporate bankruptcies are surging past 2020 levels. Layoffs are affecting numerous industries. Marketing leaders have been under immense pressure to deliver results while grappling with limited resources.

And yet, there are positive indicators of better days ahead. Eventually the market will pick up and business activity will gain steam. Those who are taking action right now to spur brand growth will be primed to capitalize on renewed demand. As Molson Coors CEO Gavin Hattersley recently put it: “We’re going to continue to invest behind our brands so that when the tide turns, they’re in the best position they can be.”

You can do the same by making bold, smart marketing moves to set up future success. In this week’s newsletter, we’re exploring the fundamentals of building trust, gaining mental availability, expanding across borders and more.

What to Read

Trust Becomes B2B's Primary Growth Engine as Video Reaches 78% Adoption (PPC Land): Reviewing LinkedIn’s benchmark data, Luis Rijo overviews the acceleration of video adoption across enterprise markets, the institutional acceptance of B2B influencers, the challenges of trust measurement and more.

With Only 2.5 seconds of Attention on the Table, Only the Strongest Brands Stand Out (The Drum): At a time where 85% of digital ads get less than 2.5 seconds of attention, VCCP Media's Chief Strategy Officer Will Parrish makes a case for the ever-growing value of memorable, distinctive brand elements.

Tips for Expanding a B2B Business Outside the US (CFO): Anteriad CFO Jim Ogle offers tips on navigating the complexities of international growth, from a financial leadership perspective that is worthwhile for marketers to take in.

5 Things to Consider Before Starting Your ABM Journey (MarTech): Natalie Jackson aims to help marketers avoid common pitfalls when building out an account-based marketing strategy. “Your journey to ABM means you will need to rethink which marketing channels are designed to do what. With ABM advertising, remember you are essentially doing hyper-specific brand awareness ads.”

How to Use LinkedIn Lead Gen Forms (LinkedIn for Marketing Blog): Brush up on the basics and best practices for using LinkedIn’s seamless lead capture tool.

What to Watch

How Does Salesforce Reach New Audiences?

Creating awareness with new audiences is essential to future growth. This story of Salesforce pairing LinkedIn’s CTV Ads with real-time audience measurement from iSpot is an excellent example of what efficient and impactful brand-building campaigns look like today. In the quick video below, Salesforce’s Lauren Firebaugh shares how this approach unlocked access to a new audience of decision-makers that they couldn’t have reached through linear TV alone.

What to Know

Among B2B marketers, 95% say they use AI weekly, and 65% say they use it at least once per day. As our new B2B Marketing Benchmark research states, "It's no longer experimental, it's operational." Dig into the full report for a deep dive on harnessing the AI advantage.

Make sure to follow the LinkedIn for Marketing Blog for more insights.