LinkedIn hosts ‘the place to B2B’ at Cannes Lions 2024

New Delhi: This week at the Cannes Lions International Festival of Creativity 2024 (June 17 - 21), LinkedIn has hosted Carlton Cannes hotel rooftop as ‘the place to B2B,’ with B2B-focused panels, studio sessions, and networking events.

LinkedIn’s The B2B Institute, in partnership with Bain & Company, will take to the mainstage at Cannes with an aim to unveil new insights on what’s driving $18 trillion of B2B purchases globally. 

The new research on ‘Buyer Group Marketing’ explores the emotional drivers shaping B2B purchasing decisions and demonstrates that brand familiarity among the whole buyer group is the most important factor.

The sessions include:

• LinkedIn & Bain present, ‘Unlocking B2B Opportunities: Why FOMU is Greater than FOMO ‘ (June 17 @ 12.30pm CEST, Rotonde stage)
• LinkedIn’s 2024 B2B Marketing Benchmark launch (June 17 @ at 4.45pm CEST, live stream panel discussion - Creativity Is Not Enough: What's Critical for Modern B2B Marketing Success?)
• World premiere of ‘Everybody’s Business’ - a new B2B documentary (June 17 @ 5.30pm CEST, Carlton Cannes rooftop) 

Minjae Ormes, VP of Marketing at LinkedIn, said: “This year at Cannes Lions, LinkedIn will offer a glimpse into the future of B2B and show how far we’ve come as a category. We’re excited to unveil new research that will help marketers make better and more strategic decisions by unlocking the black box of B2B buying.

Through the week, we’ll also launch a host of new insights and creative activations to inspire engaging conversations around how B2B marketers can drive growth, spark creativity, confidently measure outcomes, and leverage AI to build the marketing organisation of tomorrow.” 

Jamie Cleghorn, Senior Partner at Bain and Company and global head of the firm’s B2B Commercial Excellence group, said: “B2B markets are a multi-trillion dollar frontier of high-value opportunity that’s yet to be fully exploited. B2B buying is much more complex than many sales and marketing organisations have appreciated. We’re hugely excited that Bain’s research with LinkedIn cracks the code of how marketers can tap this potential.

Unlocking these markets means understanding and enabling ‘dark populations’ of hidden buyers, who hold massive decision-making influence for B2B, to agree to purchases. While technical experts that B2B companies have focused their marketing on are motivated by the ‘fear of missing out’, we show how understanding the under-targeted hidden group’s ‘fear of messing up’ – FOMU – unlocks marketing strategy for B2B in a fundamental way. And we show how building a powerful B2B brand is the key to dispelling their fear and giving these hidden buyers ‘permission to agree’. At Bain, we believe this offers transformative potential for B2B marketing.”