Shows
Lab-Grown MarketingTargeting: Go Broad or Go BrokeThis week on the pod, Peter and Jon are done talking about the marketing renaissance — so they’re leaping into the new age of marketing maximalism. When it comes to ad targeting, more is more. So why do so many marketers keep trying to hypertarget the “perfect” audience? After all, brands used to succeed before targeting was invented… so is it possible it just isn’t as important as we’ve been led to believe it is?In a recent article, 67% of people targeted as parents didn’t actually have any kids… so that begs the question — how accurate is hype...2025-07-2125 minLab-Grown MarketingThe Formula for Not Wasting Your Creative BudgetCreative: everyone's got an opinion, but no one seems to have a framework. Until now.In this episode of Lab Grown Marketing, Jon and Peter pull back the curtain on what makes creative actually effective—not just award-worthy. Spoiler: most award-winning ads are terribly branded.They cover Coca-Cola’s AI-generated holiday ad (spoiler: creative directors hate it, the AI loves it), and walk us through the ABLE Framework—a financial formula for creative effectiveness that's as brutal as it is helpful. Finally, they use lab grown research to test IBM's most famous taglines throug...2025-07-0727 minLab-Grown MarketingIf No One Remembers Your Brand, Did It Ever Really Exist?If you aren’t standing out, you’re blending into the competition.So, how can you ensure you’re creating distinctive brand assets that stay top-of-mind in buyers everywhere? Jon and Peter break down the data behind what makes brands memorable— and explain how to analyze the numbers to guarantee your assets leave a lasting impression. Why are brands like McDonald's, Liberty Mutual, and Apple so successful at what they do? And what are the top mistakes your creative team is probably making when it comes to branding?Then, the guys chat with the Pocket Professo...2025-06-2331 minLab-Grown MarketingThink Like a Buyer, Not a BrandWhat do champagne and cloud servers have in common? Absolutely nothing — unless you’re thinking like a marketer.This week, Jon and Peter take a deep dive into category entry points and explain how those magical money moments — like when someone suddenly decides they do need to buy that $200 bottle of Dom Pérignon at the club — happen. Why is the brand that comes to mind first the brand that gets bought? And why does staying top of mind in the ol’ brain search engine outpace anything SEO optimization can do?Then, the guys unpack their lates...2025-06-1225 min
Uncensored CMOBrand isn't dead, the 95:5 rule & why AI is B2B's most powerful painkiller - Jon Lombardo and Peter WeinbergThe B2B boys Jon Lombardo and Peter Weinberg return to the podcast for a third time, this time wearing their new distinctive assets. They go hard on Professor Scott Galloway, disagreeing with his "brand is dead" statement, suggesting that not only is brand not dead, it's alive, thriving and you need it for your brand to survive. They also give us an update on their synthetic research company, Evidenza, and what the future of brands look like in the age of AI.Timestamps00:00 - Intro02:07 - How is Evidenza going?03:36 - Why...2025-06-111h 03Lab-Grown MarketingAmazon, Market Research, and the Case for Being AverageThe customer is always right… right?Bezos knows they are. And if Jeffrey thinks it, you should probably pay attention.In this week’s episode, the guys explain why the king of Amazon keeps an empty chair in his meeting rooms at all times (we swear — it’s not a creepy billionaire thing) before exploring the importance of everybody’s least favorite topic — market research.How is it possible that B2B is a complete sampling desert while B2C is drowning in customer data, yet both can be completely parched of any kind of wisd...2025-05-1925 minLab-Grown MarketingBrand is Dead (LOL)With so much rage bait in the world, sometimes you just can’t resist clapping back. This week, consider us sufficiently rage baited because we’re taking on Scott Galloway’s latest remarks and marking him as public enemy #1. Galloway recently went on a podcast to claim that “brand is dead.” But Jon and Peter wonder if he’s actually just brain-dead or just taking a note from the Elon Musk playbook of how to get attention (and piss people off). They break down Galloway’s ridiculous comments, explain how brand is more alive than ever, and commiserate over the overtly ob...2025-05-0532 minLab-Grown MarketingAI Will Destroy Man-Made Marketing (And That’s a Good Thing)For the past century, marketing has been a human-driven craft. But in the next decade, man-made marketing will be dead. Welcome to the rise of the Synthetic Century.Before you start picturing a Skynet-style takeover, Jon and Peter are here to explain why synthetic technology is actually a good thing—just like lab-grown diamonds, oil, and rubber, it democratizes access and improves efficiency.With the help of their synthetic pocket professor, they’ll break down why traditional segmentation is slow, expensive, and often flawed and why marketers are stuck in the Dark Ages of micro-segmentation and...2025-04-2140 minLab-Grown MarketingLab-Grown Marketing | TrailerMan-made marketing will be dead in the next 10 years. The synthetic revolution is here.There. We said it — someone had to. But what does that mean for your marketing department?Throughout the show, Lab-Grown Marketing, Jon Lombardo and Peter Weinberg break down what this synthetic revolution means for the future of marketing with a little help from their AI-powered assistants.But before you go building your doomsday bunker or unplugging yourself from the Matrix, let us briefly unpack why synthetic isn’t scary — it’s revolutionary (especially when it comes to marketing and segmenta...2025-03-1601 min
World's Greatest Business Thinkers#17: The Future of B2B Marketing (with Peter Weinberg and Jon Lombardo, Co-Founders of Evidenza)Today I’m joined by Peter Weinberg and Jon Lombardo, Co-Founders of Evidenza, for a hugely valuable discussion on the future of B2B marketing and the importance of B2B brand building. Sponsored by https://www.b2bframeworks.com Brought to you in partnership with https://awardsinternational.com2024-12-0455 min
Call To ActionPeter Weinberg on humans, AI and a creative future for B2B
This week we strapped on a Motorola pager and stole a briefcase off our dad in order to look businessy enough to chat to the Batman of the B2B world, LinkedIn legend and co-founder of Evidenza, Peter Weinberg.
Peter Weinberg has effectively grabbed B2B marketing by the ankles and dragged it out of the dull and dreary hole into which it had buried its head. World famous for his time in charge of the game-changing B2B institute at LinkedIn – alongside his pal Jon Lombardo – Peter is now the extraordinary human brains behind AI powered research plat...2024-11-291h 03
Mi3 Audio EditionSynthetic customers meet synthetic CMOs (and CFOs): Evidenza clones Sharp, Ritson, Binet & Field to build annual marketing plans in minutes; Mars, EY sign-upThe effectiveness “revolution” is colliding with the AI-spawned efficiency uprising and it’s leaping the early consensus AI use cases in marketing around automating personalised content and communications. So much so Mark Ritson choked on his Wellfleet oysters when Jon Lombardo and Peter Weinberg told him they were leaving top jobs at the LinkedIn-backed thinktank, the B2B Institute. Then they told him why. Ritson promptly joined their venture, along with what Weinberg calls “the advisory board to end all advisory boards”. Thus the synthetically-enhanced AI marketing outfit Evidenza was born. The founders argue their new piece of “synthet...2024-08-2647 min
Unicorny81. The Unicorny Manifesto: Why 'phony wars' kill marketers' credibilityIn this episode of Unicorny, Dom goes solo again and challenges the common perceptions of B2B marketing, stressing the need for a comprehensive understanding that goes beyond promotional activities. He examines the notion that B2B marketing is ineffective and advocates for a balanced approach that incorporates both traditional and modern marketing theories. Dom critiques the polarisation in marketing debates and highlights the necessity of nuanced, practical strategies for real-world success.Understand marketing beyond promotionsHow marketing impacts business outcomesThe debate between differentiation and distinctivenessThe importance of balance and flexibility in marketing activitiesCan...2024-08-2024 min
That's What I Call MarketingS3 Ep32: The Cannes Sessions, with Jon Lombardo & Peter Weinberg of EvidenzaJon Lombardo and Peter Weinberg built a reputation as the gurus of B2B marketing, being named as the Les & Peter of B2B Marketing (by Les and Peter) and they took time out of their yacht hopping in Cannes to join me to talk about what they are up to since leaving the B2B Institute. Before we get into the details of the episode, in a highly controversial moment, Jon and Peter take time out to clarify and rectify a comment they made on the Uncensored CMO podcast recently. Now getting into the conversation we have, we o...2024-08-2054 min
That's What I Call MarketingVol5: The Cannes Sessions - Daily Round UpA bumper edition of the Cannes Sessions Daily Round Up today. I started the day over at the LinkedIn rooftop where all things B2B have been discussed all week and this morning I caught, Rita Kirwan, Lauren de Boer & Tom McAleer to get their take on the state of B2B.I then headed out (in the rain...I know can you believe it) to the RTL Ad Alliance beach where I saw a panel being hosted by Emmanuel Probst of IPSOS. And right after that Justin Reid and Lara Krug from the Kansas City...2024-06-2038 minUncensored CMOB2B brand building in the era of AI with Jon Lombardo and Peter WeinbergListeners of have shown me time and again that you want more B2B content, so in this episode I'm joined again by the Les and Peter of B2B, Jon Lombardo and Peter Weinberg (previously of the LinkedIn B2B Institute). We discuss why B2B marketing departments need to put their focus on building brands rather than talking about product features, why distinctive assets continue to be an essential part of any brand, and we find out what the B2B boys will be doing now they've left LinkedIn.Find out more about Jon & Peter's...2024-06-1250 min
The WARC PodcastHow synthetic data is transforming marketing researchWARC’s managing editor of research and insight, Paul Stringer talks to the founders of Evidenza.ai Jon Lombardo and Peter Weinberg about synthetic data. Discussing what synthetic research is, how synthetic data will impact marketing, what marketers can do to mitigate any risks of working with this data.Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.2024-06-1136 min
Growth Science for B2B SaaS Companies from Mosaic Growth Solutions4/29/24: Dave Gerhardt drops the mic, cutting through the noise for PMF and a scientific way to brand growthDave Gerhardt drops the mic sharing what your company needs to do now to grow
https://www.linkedin.com/posts/davegerhardt_b2b-buying-happens-through-word-of-mouth-activity-7190062917579419648-sD7n?utm_source=share&utm_medium=member_desktop
Rob Snyder shares a way to cut through the confusion to find Product Market Fit
https://www.linkedin.com/posts/rsnyder1_b2b-product-market-fit-playbook-for-0-1m-activity-7169325649604657152-QmHz/?utm_source=share&utm_medium=member_ios
A scientific way to drive brand growth with Ty Heath, Jon Lombardo, and Peter Weinberg from The B2B Institute experts
https://partnerships.nature.co...2024-04-2913 min
Sleeping Barber - A Marketing PodcastSBP 053: Live From New York, It's Marketing Effectiveness. With David Tiltman.The topic of marketing effectiveness has become quite polarized, particularly here in North America. While some embrace it, others find it too theoretical. In this episode, we're joined by David Tillman, SVP Content at WARC, to delve into Mark Ritson’s recent article, which highlights a critique of (North) American marketers for lagging on the principles of marketing effectiveness. We also take this opportunity to discuss the Contagious NYC event that is happening on January 24th.
We hope you enjoy the show!
Our Guest
David Tiltman
SVP Content @ WARC
Host of the WARC Podcast
David’s LinkedIn https://www.linkedin.com...2024-01-161h 04
Sleeping Barber - A Marketing PodcastSBP 045: The Barber's Brief - November 16, 2023Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the news
Marketing Week - Mark Ritson Effectiv...2023-11-1632 min
Content Marketing Podcastep40. BuzzFeed Japan、朝日放送グループホールディングス、バリューコマースとの資本業務提携など＜今回のトピック＞
BuzzFeed Japan、朝日放送グループホールディングス、バリューコマースとの資本業務提携に関するお知らせ（PRtimes）
https://prtimes.jp/main/html/rd/p/000000128.000019238.html
パブリッシャー各社、記事の パーソナライズ 化をテスト中：「記事の1本1本に、必ず読者がいる（DIGIDAY）
https://digiday.jp/publishers/media-how-publishers-are-experimenting-with-more-homepage-personalization-sections/
サードパーティデータはゴミ？マーケターが大好きパーソナライズの是非」（MarketingWeek）
https://www.marketingweek.com/peter-weinberg-jon-lombardo-personalisation-impersonalisation/
＜出演＞
伊東 https://twitter.com/noriaky
三友 https://twitter.com/naokky
三澤 https://twitter.com/creatry
2022-05-2627 min
B2B IMPACTB2B IMPACT #05 - The product delusion, the golden age of B2B marketing and account based madnessOur aim is to arm you with content, opinions and insights that deliver lasting and meaningful impact across the B2B community, helping the global businesses and brands we partner with, navigate their way through the information and communication revolution.
This week on the B2B IMPACT Matt and Oli look over the articles that caught their eye this week. From the lack of emotive advertising within B2B and account based madness, to the golden age of B2B marketing.
Flippening brand marketing:
https://www.marketingweek.com/b2b-flippening-brand-marketing/
Account based...2022-04-0728 minUncensored CMOWhy we should all give a s**t about B2B - Jon Lombardo and Peter Weinberg, LinkedIn B2B InstitutePeter Weinberg and Jon Lombardo are the heads of research and development at the B2B Institute, a think tank at LinkedIn that studies the laws of growth in B2B. You can follow Peter and Jon on LinkedIn. What we covered in this episode:Introducing the youngest B2B marketers on the planetJon & Peters favourite Super Bowl adsThe very low hurdle of writing a B2B articleHow half the economy is in fact B2BIs B2B really different to B2CSales vs Product led B2B companiesThe Product Delusion and why it damages marketingHow...2022-03-2352 min
The Thought Leadership ProjectEpisode 106: The 95:5 Rule and How to Use It in Your Content Marketing
Marketing conventional wisdom: Find the buyers in your market with an immediate need and get them into a “funnel” by using scarcity and urgency tactics. While that approach may work for selling paper towels, it’s no way to sell sophisticated professional services. In this episode, Jay and Tom describe an alternative, known as the 95:5 Rule of marketing. It’s all about building trust with an audience when they don’t have an immediate need for your services, so that when they do they naturally think of you. In short, it’s farming not hunting. Listen in to learn more about t...2022-03-1500 min
hey, Bret Starr!Work Tech Weekly Ep. 13 - Product Delusion, The Radical Buyer, Surrogation, Ice fishing and more!On Work Tech Weekly's Ep. 13 Podcast we break down product delusion, B2B marketing, customer experience and discuss many more topics included in this week's WTW Newsletter.
-Is product delusion holding B2B back? It's not the best product that wins in a market - it's the best-marketed product https://www.marketingweek.com/peter-weinberg-jon-lombardo-product-delusion-holding-b2b-back/
-Who runs marketing? Everyone needs to be rowing in the same direction.
-According to B2B Institute, 77% of B2B creative material is terrible, read on... https://www.marketingweek.com/three-rules-more-effective-b2b-marketing/
-We discuss the radical...2022-02-141h 08
hey, Bret Starr! (Video)Work Tech Weekly Ep. 13 - Product delusion, B2B marketing, Surrogation and much, much more!On Work Tech Weekly's Ep. 13 Podcast we break down product delusion, B2B marketing, customer experience and discuss many more topics included in this week's WTW Newsletter.
This video podcast is a deeper discussion of stories appearing in The Starr Conspiracy's Work Tech Weekly newsletter. You can subscribe to the newsletter here: https://thestarrconspiracy.com/subscribe/
-Is product delusion holding B2B back? It's not the best product that wins in a market - it's the best-marketed product https://www.marketingweek.com/peter-weinberg-jon-lombardo-product-delusion-holding-b2b-back/
-Who runs marketing? Everyone needs to be rowing in...2022-02-141h 08
Brandwidth® Big Ideas on Small Business MarketingHow to build a B2B brand and the problem with LinkedIn Ads
In this episode we discuss:
Why is so much marketing literature focussed on B2C
What does Jenni Romaniuk have to say about B2B?
Does the law of double jeopardy matter for B2B as much as it does for B2C?
Benefits of ling term brand building for B2B businesses
Priming a buyer for your B2B brand
In market buyers vs out of market buyers.
How and where should we advertise for B2B?
Is LinkedIn a dog?
2022-01-2341 min
Disruptive FMDfm 72: C-SPAN Over Instagram | Duct Tape The Cord | Ad Recovery ft. Peter Weinberg & Jon LombardoDisruptive FM is presented by Microsoft Advertising. Intelligent connections. Build your brand and reach new audiences today. Visit MicrosoftAdvertising dot com.We're back after a brief summer hiatus with a fresh show to make you think and question everything in the world at the intersection of marketing, tech, media and popular culture.Trending topics for Episode 72:1. C-Span over Instagram2. Duct Tape the Cord3. Ad Recovery featuring Peter Weinberg and Jon Lombardo of LinkedIn's B2B InstitutePlus music from Little Big Bee and Born2Groove. Like what you hear? Check...2020-08-1315 min