At the Cannes Lions International Festival of Creativity 2024, from June 17 to 21, LinkedIn will transform the rooftop of the iconic Carlton Cannes hotel into ‘the place to B2B.’
The world’s largest professional network and leading B2B advertising platform will offer panels, studio sessions, and networking events focused on B2B marketing.
LinkedIn aims to demonstrate how its tools and insights can help B2B marketers engage with buyer groups and build collective confidence among decision-makers. With a professional community of one billion members and 68 million companies, LinkedIn provides a unique platform for B2B marketing.
In partnership with Bain & Company, LinkedIn will unveil new research on the mainstage at Cannes. The study, ‘Buyer Group Marketing,’ explores the emotional drivers behind B2B purchasing decisions, showing that brand familiarity among the entire buyer group is crucial. The research, which surveyed over 500 senior B2B buyers, found that 81 percent of products purchased were known by all members of the buying group from the start, while only 4 percent of purchases were made when the product was known by only a few decision-makers.
Key Events and Launches at Cannes Lions 2024
Unlocking B2B Opportunities: Why FOMU is Greater than FOMO
Date: June 17 @ 12.30pm CEST, Rotonde stage
LinkedIn’s VP of Marketing, Minjae Ormes, and Bain & Company’s Senior Partner, Jamie Cleghorn, will present new insights into the factors driving $18 trillion of global B2B purchases. They will reveal emotional drivers and highlight the importance of brand familiarity within buyer groups.
2024 B2B Marketing Benchmark Launch
Date: June 17 @ 4.45pm CEST, live stream panel discussion
LinkedIn launched the second annual edition of the ‘2024 B2B Marketing Benchmark,’ a study of over 2,000 B2B marketing leaders globally. The live stream panel, featuring Tusar Barik, Senior Director of Marketing at LinkedIn, Vida M. Cornelious, SVP, Creative & Strategy at New York Times Advertising, and Nicholas Mercurio, Chief Growth Officer at Ipsos, will discuss the trends defining B2B marketing. The report reveals that 88% of B2B marketing leaders agree that relationship building is crucial for success and that nearly 90% are optimistic about their team’s ability to drive revenue.
World Premiere of ‘Everybody’s Business’
Date: June 17 @ 5.30pm CEST, Carlton Cannes rooftop
LinkedIn will premiere ‘Everybody’s Business,’ a new documentary exploring the rise of B2B marketing. Created in partnership with two-time Oscar-winning director Ben Proudfoot and Breakwater Studios Ltd, the documentary features leading B2B voices such as Tom Stein, Chairman and Chief Brand Officer at Stein IAS, Andisa Ntsubane, Jury President of the Creative B2B Lions at Cannes Lions, and Ana Buchaim, Chief of People, Branding, Communication, Sustainability at B3. The film, which celebrates the industry and its creative potential, will be available on YouTube.
With events and research highlighting the importance of emotional drivers and brand familiarity, LinkedIn aims to equip B2B marketers with the knowledge and tools to succeed in an evolving marketplace.
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