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SBP 220: Interview - B2B Marketing is Playing the Game on Hard Mode. With Tyrona Heath.
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B2B marketing isn't playing a different game. It's playing the same game on hard mode.
In this episode, we're joined by Ty Heath, Global Director of Thought Leadership Go-to-Market at LinkedIn and co-founder of the B2B Institute.
Fresh off serving as Jury President for the Creative B2B Lions at Cannes, Ty shares what separated the best work from the rest—and why B2B creativity is entering a new era.
We discuss:
What won at Cannes B2B Lions
Why B2B creativity has matured
The role of emotion in B2B
Buying committees and "viability"
Why ecosystems beat campaigns
The origin story…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.