SBP 009: B2B Marketing and the Contrarian Matrix, with Ty Heath

In this episode of the Sleeping Barber, we welcome to the show Ty Heath, Director, Market Engagement at the B2B Institute at LinkedIn, where we discuss the contrarian matrix, the future cash flow model, the importance of content and emotion in B2B marketing and so much more.   While the focus of the discussion revolves around B2B, Ty shares a lot of great information that can apply to B2C as well. Enjoy the episode! ____________ Our Guest: Follow Ty on LinkedIn: https://www.linkedin.com/in/tyronaheath/. Research from the LinkedIn B2B institute: https://business.linkedin.com/marketing-solutions/b2b-institute Get more information on Ty Heath: https://tyronaheath.com/. ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/  Get in touch with our hosts:  Marc Binkley: https://www.linkedin.com/in/marcbinkley/  Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Timestamps 0:41 - Introduction to Ty Heath 1:48 - A little on the LinkedIn B2B institute 4:32 - The contrarian matrix and the value to businesses 6:35 - How to succeed in B2B marketing 9:00 - What are the blind spots for marketers? 11:43 - What is performance marketing? 12:40 - Does the orientation of a company change how it performs? Marketing vs. Sales. 16:16 - Orienting a team around the consumer decision journey. 17:14 - Where does brand live in a B2B organization? 22:45 - Marketing and Sales teams, how do they play nice? 26:20 - Creating shared outcomes, why is it so difficult for organizations? 28:42 - The Finance department and how marketers can make a greater impact. 31:43 - Storytelling internally. 33:35 - Future cashflow model. 38:40 - The importance of content and emotion in B2B marketing. 44:28 - What marketing trends should marketers lean into? 46:49 - Post Pod discussion