June’s live Cloud Wars Expo event featured dozens of industry leaders allowing the Acceleration Economy team access to the inner workings of the greatest growth market the world has ever known.
If you missed the Expo or just want to catch up on sessions you were not able to attend, then you’re in luck. We recorded more than 40 hours of education sessions from the event, which are available for free to Acceleration Economy subscribers. We’re also previewing the content in this series of Moments, which feature highlights from each session.
In this Cloud Wars Expo Moment, taken from the CXO2 Growth Acceleration conversations, Acceleration Economy’s Bob Evans, Tony Uphoff, and Scott Vaughan as well as Mike Dudgeon, Senior Director of Global Strategic Accounts at LinkedIn, discuss the work being done at LinkedIn’s B2B Marketing Institute.
Highlights
00:16 — Scott asks Dudgeon to explain LinkedIn’s “sharp, differentiated” B2B unit called the B2B Marketing Institute.
00:34 — The B2B Marketing Institute can be considered a “think-tank,” says Dungeon. LinkedIn has a team that performs deep research into consumer concepts around the world and attempts to apply them to the B2B space. He describes the B2B Marketing Institute as an “untapped space for everyone to participate in.”
01:47 — Bob says that the B2B Marketing Institute intentionally takes a contrarian position as they deeply research compelling issues. The group challenges the “deadly issue of conventional wisdom” and forces people to take a hard look at their assumptions.
02:54 — Something the B2B Marketing Institute is thinking about now is category optionality. While the cloud seems to be changing categories, brands remain immortal. This has led brands to be able to shift categories seamlessly as if they created them. The group behind LinkedIn’s B2B Marketing Institute is trying to understand how it can assist cloud providers in participating in category optionality while maintaining what is needed at the moment.
