New Stage for B2B Advertising?

In an uncertain economy, B2B brands may be inclined to put most of their marketing dollars into performance marketing and lead-gen efforts and dial back on their branded advertising investments. But Jim Habig, VP of Marketing at Linkedin Marketing Solutions, doesn't necessarily see it that way.

Jim Habig, VP of Marketing at Linkedin Marketing Solutions

Habig insists that despite the economic headwinds many B2B customers have maintained their branded advertising and want to keep that momentum going so when the economy turns around, they are better positioned than competitors that relied solely on lead-gen tools.

In the latest episode of Champions of Growth, Habig joins host Matthew Schwartz to talk about how B2B ad creative is changing, why there is less and less daylight between B2B and B2C marketing playbooks, and what B2B buyers are looking when they're in purchasing mode.

The Champions of Growth Podcast airs Wednesdays at 2PM EST. For more information about the ANA Podcast Network, visit


"New Stage for B2B Advertising?" Champions of Growth Podcast, 1/9/23.

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