You may have a great product or service, and even a well-known brand. But do you really have what it takes to actually get bought in your hypercompetitive B2B category? Previewed in June at Cannes and fully releasing for the first time here at the IAA Global B2B Brand Summit, Buyability: The Future of B2B Marketing Success is a breakthrough mental model based on new research from LinkedIn to understand the real drivers of B2B buying and unlock new opportunities across this $19 trillion purchasing category. In their inimitable way, Jann and Mimi will share how B2B buying decisions are deeply influenced by culture, relationships and organizational dynamics – factors that give expanding B2B buying groups the collective confidence to buy.

Jann Martin Schwarz
Senior Director, Marketplace Innovation
LinkedIn

Mimi Turner
Head of Marketplace Innovation
LinkedIn