Performance Branding: From Communication to Conversion - S828

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  • Tyrona Heath

    Tyrona Heath

    Director of Market Engagement, The B2B Institute, LinkedIn

  • Jon Lombardo

    Jon Lombardo

    Head of Research, The B2B Institute, LinkedIn


There’s no doubt that marketing has the most influence on future sales. Performance branding uses data on buyer impressions, intentions, and behavior to optimize both immediate and future returns to ad spending. With the optimal B2B marketing spend split 50/50 between brand building and sales activation, we need a more rigorous approach to optimize brand marketing spend. LinkedIn’s B2B Institute discusses five simple steps to leverage performance branding for your next marketing campaign using LinkedIn and Adobe. Join Ty Heath and Jon Lombardo of LinkedIn as they walk us through the fundamentals of deploying an effective performance brand strategy that will grow your business.

During this session, learn:

  • Why future buyers are important to sales growth
  • How advertising influences future buyer behavior
  • Which metrics you can use to guide investment in brand building activities
  • How to utilize LinkedIn and Adobe integration tools to achieve your business goals

Track: B2B Marketing

Session Type: Session

Technical Level: General Audience

Presentation Style: Tips & Tricks

Audience Type: Advertiser, Campaign Manager, Digital Marketer, Marketing Executive, Mobile Marketer, Content Marketer, Social Marketer, Web Marketer

Industry Focus: Automotive, Education, Financial Services & Insurance, Government, Healthcare/Lifesciences, High Tech, Manufacturing, Media & Entertainment, Professional Services, Telecommunications, Travel & Hospitality

Business Type: B2B

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Presented by LinkedIn

Why Your Brand Will Be So Critical in 2022?

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