Episode Details

111. LinkedIn B2B Institute’s Ty Heath on Why the Best B2B Marketing Is Contrarian

Season 5 Episode 111 Published 1 month, 3 weeks ago

Description

Episode Description:

Most marketers are keen to try the new shiny tactic, but what if the biggest B2B marketing opportunities come from understanding what doesn’t change?

In this episode of the Smarter Marketer Podcast, Rocket Agency’s Co-Founder & Host, James Lawrence, sits down with Ty Heath, Global Thought Leadership Lead at LinkedIn and co-founder of the LinkedIn B2B Institute, to explore the marketing principles that continue to drive growth in an increasingly complex world. Drawing on LinkedIn’s research and the B2B Institute’s latest work, Ty unpacks why brand remains one of the most powerful growth drivers in B2B and why many marketers are focusing on the wrong signals.

Resources:

LinkedIn B2B Institute
Webinar: B2B Trends for the Contrarian Marketer
Whitepaper: How B2B Brands Grow

Key Takeaways:

Why the best marketers focus on what doesn't change rather than chasing every new trend
The contrarian marketer framework and how to find growth opportunities others overlook
Why buyers often create a shortlist before entering the market, and what that means for brand building
The 95/5 rule and why long-term brand investment remains critical for B2B growth
The "sea of sameness" problem and how brands can build stronger distinctiveness
The dangers of over-segmentation and the role of category entry points in reaching more buyers
Hidden buyers: who really influences B2B purchasing decisions beyond the obvious stakeholders
The sales and marketing alignment gap and what businesses can do to close it

Guest:

Tyrona Heath leads global thought leadership at LinkedIn Marketing and is the co-founder of LinkedIn’s B2B Institute. She is also a board member of the American Advertising Federation and a leading voice in B2B marketing effectiveness. Through LinkedIn’s research and partnerships with leading marketing thinkers and institutions, Ty helps marketers make clearer, evidence-based decisions about brand, memory, creativity and growth.

You can follow TY on LinkedIn.