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

About this episode

Ty Heath discusses the importance of understanding enduring marketing principles in B2B and the value of brand investment.

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…

People in this episode

Host: James Lawrence

Guest: Ty Heath

Topics covered

• B2B marketing
• brand building
• contrarian marketing
• growth strategies
• marketing principles

Keywords

• B2B marketing
• contrarian marketer
• brand growth
• marketing trends
• buyer behavior

Mentioned in this episode

Organizations: LinkedIn, LinkedIn B2B Institute, Rocket Agency

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