Jon Evans's Recent LinkedIn Posts

B2B Brand Building in the Era of AI The dynamic duo of Jon Lombardo and Peter Weinberg have become one of the strongest voices in marketing advocating for real insight on how marketing actually works, especially in B2B At the end of last year they announced they were leaving Linkedin and working on something top secret Now the wait is over and in an exclusive Uncensored CMO interview you can hear all about the biggest lessons in marketing they gained from over a decade at Linkedin and why they are going all in on their AI powered start up Evidenza You can even hear us trying to create a new jingle live on air This episode is packed full of great insight with their usual energy and provocative stance 👉 The 'Les & Peter of B2B' look back over a decade at Linkedin 👉 Why we should take B2B a lot more seriously 👉 How marketing will make a huge financial impact to the future 👉 The 95:5 rule and the vital importance of mental availability 👉 How buyers actually make decisions in the buying process 👉 Why distinctive assets are so important with so many digital channels 👉 The compound interest of consistent brand building 👉 Launching Evidenza to enable 1000x faster decision making Buckle up and enjoy the ride If you want to read more about what they are up to check out the AdWeek article here AdWeek https://lnkd.in/eV2XsFZq And late last year Mark Ritson wrote about the power of synthetic data to replicate human responses and how it could change how we do research Marketing Week https://lnkd.in/e9YjTrgX Episode links in the comments

Why the era of brand is definitely here to stay This week on Uncensored CMO I have 2 of the most popular returning guests Jon Lombardo and Peter Weinberg They even decided to turn up wearing Italian Renaissance outfits just to prove how dedicated they are to their own brand If you like hot takes then this episode is full of them 🔥 Why Scott Galloway is wrong about the era of brand being over 🔥 The importance of distinctive assets & why they turned up wearing them 🔥 Why everything in marketing changes once you understand the 95:5 rule 🔥 The advantage small brands have over large brands applying these rules 🔥 The System1 Fame Feeling & Fluency measure that predicts success 🔥 Why marketers are day traders when they should be Warren Buffett 🔥 Why you should target the right person at the wrong time 🔥 How AI become the biggest 'painkiller' in B2B marketing 🔥 The importance of putting the customer in every marketing decision And so much more Jon & Peter deliver as always and it was great to talk through the marketing fundamentals as well as why AI is like having a Marketing PHD in your pocket To listen to the episode check out the links here Apple https://lnkd.in/ekVMHJ9J Spotify https://lnkd.in/e2xeegdG Kerry Collinge Andrew Tindall

Ok I admit it, I have a pretty cool job One of my highlights last year was interviewing Rawdon Glover on Uncensored CMO to get the inside track on the thinking behind *that* new Jaguar - the car everyone is talking about! Well this year we're going one better The team have invited me and producer James M. back to be driven in the car and learn more about the Luxury 4 door GT prototype and the team behind it Hopefully it will be a little warmer than the -40deg winter testing the team have just come back from (but how good do the pictures look!) Just to make things a little more interesting we have a special guest joining us too None other than Rory Sutherland himself who we know is a big fan and will be on hand to offer his assessment This will be one very special day and one very special podcast To be honest it's the kind of thing I dreamt of being able to do growing up Expect to hear more about how we got on Huge thanks for the JLR team for hosting us Ken McConomy Simon Pick

What if you could consult your customer on every decision? Amazon founder Jeff Bezos famously requested an empty chair in every meeting representing the customer What if you could fill that chair? In the world of B2B marketing with hard to reach customers making complex decisions the kind of research needed to fill that chair can take months and cost hundred of thousands of dollars This is the kind of challenge that Jon Lombardo and Peter Weinberg my latest guests on Uncensored CMO want to solve. "AI is the biggest painkiller in B2B" is how they describe it. AI is most effective when focussed on the most complex parts of the supply chain which reminded me of one of my favourite Scott Galloway quotes "Strategy is finding the hardest possible thing to do" So perhaps start by asking yourself whats' the hardest part of your job or the most complex part of your supply chain? To hear more about the fundamentals of marketing and why Jon & Peter are dressed up in Italian Renaissance costumes check out the podcast here Apple https://lnkd.in/ekVMHJ9J Spotify https://lnkd.in/e2xeegdG Kerry Collinge

AI IS YOUR BIGGEST PAINKILLER I love the framing of AI here What are the most complex problems within your supply chain that you can use AI to solve? As Peter Weinberg says in this clip on Uncensored CMO everyone is trying to use it to make the creative when that's the fun part of the job and the last place marketers should give up control Peter and Jon Lombardo set up Evidenza to answer the most complex questions facing B2B marketers It reminds me of a couple a great Scott Galloway quotes he made on the podcast about the least sexy industries having the best return on capital and that strategy is working out the hardest thing you can do I like the idea of focus on the hardest problems rather than the default approach of focussing on the quick or easy wins. That way you create a moat around your brand. What would be the toughest problems in your market? Maybe start there. To hear more from Jon & Peter check out the links below in the comments Kerry Collinge