EP 111. LinkedIn B2B Institute’s Ty Heath on Why the Best B2B Marketing Is Contrarian

Episode Description:Most marketers are keen to try the new shiny tactic, but what if the biggest B2B marketing opportunities come from understanding what doesn’t change?In this episode of the Smarter Marketer Podcast, Rocket Agency’s Co-Founder & Host, James Lawrence, sits down with Ty Heath, Global Thought Leadership Lead at LinkedIn and co-founder of the LinkedIn B2B Institute, to explore the marketing principles that continue to drive growth in an increasingly complex world. Drawing on LinkedIn’s research and the B2B Institute’s latest work, Ty unpacks why brand remains one of the most powerful growth drivers in B2B and why many marketers are focusing on the wrong signals.Resources:LinkedIn B2B InstituteWebinar: B2B Trends for the Contrarian MarketerWhitepaper: How B2B Brands GrowKey Takeaways:Why the best marketers focus on what doesn't change rather than chasing every new trendThe contrarian marketer framework and how to find growth opportunities others overlookWhy buyers often create a shortlist before entering the market, and what that means for brand buildingThe 95/5 rule and why long-term brand investment remains critical for B2B growthThe "sea of sameness" problem and how brands can build stronger distinctivenessThe dangers of over-segmentation and the role of category entry points in reaching more buyersHidden buyers: who really influences B2B purchasing decisions beyond the obvious stakeholdersThe sales and marketing alignment gap and what businesses can do to close itGuest: Tyrona Heath leads global thought leadership at LinkedIn Marketing and is the co-founder of LinkedIn’s B2B Institute. She is also a board member of the American Advertising Federation and a leading voice in B2B marketing effectiveness. Through LinkedIn’s research and partnerships with leading marketing thinkers and institutions, Ty helps marketers make clearer, evidence-based decisions about brand, memory, creativity and growth.You can follow TY on LinkedIn.Find Us Online:James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcastRocket Agency Website: https://rocketagency.com.au/Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/Buy Smarter Marketer:Hardcover: https://amzn.to/30O63kgKindle: https://amzn.to/2ZqfCWmAbout the Podcast:This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.