In our State of the B2B CMO report we spoke to some of world class smarties. Jon Lombardo was one of the OG’s that built LinkedIn’s The B2B Institute into the thought leadership juggernaut it’s become (there was a time when I think it was just Peter Weinberg and Jon under the crack leadership of impresarios Jann Martin Schwarz and Mike Romoff). Well, in addition to contributing to the seismic work they supported at LinkedIn – Jon and Peter have founded Evidenza. We got a chance to chat about: - The three great revolutions in marketing today and how they converge: #Ehreneberg Bass, #B2B, and #GenAI (hint they converge at Evidenza) - The importance of brand (makes it faster and cheaper to make money, yes!) - How AI is impacting market research In this clip, the always impeccable Mr. Lombardo discussed the ABLE framework – and how to use the power of generative AI to test the audiences you need to engage – which is an enormous challenge in B2B when the buying committee is so opaque and hard to reach (not so hard to reach when you create them… Dr. Franken-Lombardo, at your service). Huge appreciation for the fantastic chat. Check out more great insights from the best thinkers in B2B in our annual State of the B2B CMO report here: https://lnkd.in/g2Z9vf5y
