B2B companies finally understand the importance of brand [Video]

Exactly two years ago, we published a prophecy that we called ‘the Flippening’.

The Flippening is the magical moment when B2B businesses realise that brand marketing creates much more financial value than so-called ‘performance marketing’, and B2B CMOs start allocating at least 51% of their budget to top-of-funnel activities.

When we quit our jobs at LinkedIn a few months ago, some marketers interpreted our departure as a sign that our B2B brand dream had died. Did the performance marketing empire strike back? Did the bottom-funnel-feeders destroy us with their Mickey Mouse metrics?

No. Au contraire, we are more bullish on brand than ever. The Flippening is at hand!

First, look to the data. By the time we left LinkedIn, brand advertising was one of the fastest-growing parts of the business. In May of 2023, our alma mater published a B2B Benchmark Reportshowing that B2B marketers plan to invest 30% of their …