Complete gig history
All talks by Mimi Turner
3 talks·1 with video·2 years
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B2B is a US$20tn category with a creativity problem: we’re just not clear on the emotional levers that drive commercial and brand success. This session will crack that problem, unveiling new research from LinkedIn and WARC unlocking how to be ‘buyable’ in B2B. We’ll outline the buyer-centred messaging that drives commercial impact and provide a creative buyability framework for everyone to use. Joined by Jim Lesser, Chief Brand Officer of ServiceNow, we'll bring the findings to life through creative walkthroughs that blend evidence and insight. You’ll leave this session more able to predict the success of B2B creative, more able to brief confidently and more certain about how to connect buyability, creativity and business growth across marketing’s fastest-growing categories.
You may have a great product or service, and even a well-known brand. But do you really have what it takes to actually get bought in your hypercompetitive B2B category? Buyability: The Future of B2B Marketing Success is a breakthrough mental model based on new research from LinkedIn to understand the real drivers of B2B buying. Marketplace innovation leaders from LinkedIn will share how B2B buying decisions are deeply influenced by social and emotional and not just functional dynamics – factors that give expanding B2B buying groups the collective confidence to buy.