Rethinking B2B Marketing: The Power of Brand in Long-Term Growth
Discover how Evidenza co-founder and former global head of development of The B2B Institute at LinkedIn, Peter Weinberg is redefining B2B marketing by challenging conventional wisdom. In this episode of the Executive Guidance podcast, Peter shares insights on the balance between brand and performance marketing and why distinctiveness—not just differentiation—is the key to long-term success.
Discover how Evidenza co-founder and former global head of development of The B2B Institute at LinkedIn, Peter Weinberg is redefining B2B marketing by challenging conventional wisdom. In this episode of the Executive Guidance podcast, Peter shares insights on the balance between brand and performance marketing and why distinctiveness—not just differentiation—is the key to long-term success.
Speakers
This episode’s host, Jeff Gangemi, is the Growth and Digital Marketing Practice Lead at Toptal. Jeff has spent the past 15 years building demand generation, content marketing, and digital programs that drive meaningful transformation and growth for both internal teams and external clients.
Previously At
Peter Weinberg is a leading voice in B2B marketing strategy, known for his work at the LinkedIn B2B Institute. His research and insights have helped companies rethink their approach to brand-building, marketing effectiveness, and customer engagement.
Peter Weinberg has spent years studying what truly drives business growth, and his research challenges many of the common assumptions in B2B marketing. As a co-founder of the LinkedIn B2B Institute, Peter helped popularize the 95-5 rule, which highlights the importance of reaching future buyers rather than focusing solely on in-market customers. In this episode of the Executive Guidance podcast, hosted by Toptal’s Growth and Digital Marketing Practice Lead, Jeff Gangemi, Peter shares why balancing brand and performance marketing is essential, how distinctiveness trumps differentiation, and why B2B marketers must win the internal battle for brand investment.
Topics explored include:
-
The 95-5 rule and why future buyers matter more than in-market leads
-
Balancing brand-building and performance marketing for sustainable growth
-
Why distinctiveness—not differentiation—drives long-term success
-
Overcoming internal resistance to brand investment in B2B organizations
-
Lessons from top B2B brands and their marketing strategies
-
The role of memory generation in driving future purchase decisions
About the host
Jeff is dedicated to helping clients of all sizes build transformational growth strategies that directly impact revenue. With a background in digital growth consulting with Accenture, Jeff brings expertise across demand generation strategies, content, campaigns, lead and funnel management, operating model design, cost optimization, martech and data, and digital transformation.
PREVIOUSLY AT