At the Cannes Lions International Festival of Creativity 2024 from June 17 – 21, LinkedIn, the world’s largest professional network and leading B2B advertising platform, will transform the iconic Carlton Cannes hotel rooftop into ‘the place to B2B,’ with B2B-focused panels, studio sessions, and networking events.
LinkedIn will showcase that it has the tools and insights to help B2B marketers reach and engage the buyer group, and build “collective confidence” among decision-makers, which can be done best on LinkedIn with its professional community of one billion members and 68 million companies.
LinkedIn in partnership with Bain & Company, will take to the mainstage at Cannes 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.
B2B buying cycles are long, emotion-driven, and typically involve 6 to 10 stakeholders. In the study of 500+ senior B2B buyers, 81 percent said that the product they eventually bought was known by everyone in the buying group on day one, while only 4 percent said a purchase was made when the product was known by only a few decision-makers in the buyer group.
