The Global CMO Growth Council, Association of National Advertisers (ANA), Cannes Lions, the International Advertising Association (IAA), and WARC have joined forces to develop a new B2B marketing strategy for accelerating growth.

The new 'mental model' is underpinned by a research project from LinkedIn and cultural scholar and author Dr. Marcus Collins, 'Buyability - The Future of B2B Marketing Success', bringing together thought leadership from across the industry to better understand the real drivers of B2B buying and unlock new opportunities for the US$19Tr B2B purchasing category.

The research underscores the significant impact of relational, social, and organisational consensus on B2B purchasing decisions. While brand awareness remains important, the study suggests that validation through relationships is a critical driver of purchase decisions. The findings were presented at a CMO breakfast forum and the Cannes Lions Mainstage, with further discussions planned for the ANA Masters of Marketing Conference and the IAA B2B Brand Summit in October 2025.

The research surveyed 750 B2B buyers worldwide, revealing that emotional factors outweigh transactional elements such as product features and price in influencing buying decisions. Key insights include the effects of generational and technological shifts on B2B purchasing, with millennials and Gen Z now comprising over two-thirds of buyers involved in significant purchases. The study also highlights the evolving role of AI agents in marketing.

Endorsements and trust from peers were found to be three times more influential than product price or performance. The methodology involved surveying 750 B2B buyers globally, with 43% holding VP-level positions or higher, and 41% representing large companies with over 10,000 employees.

Senior Director of Marketplace Innovation at LinkedIn, Jann Schwarz, said: "Fundamentally, the aim of our research and this cross-industry effort is to empower B2B CMOs with insights that will help unlock growth in the $19Tr B2B purchasing economy. This is not about rebranding old ideas; it's about unlocking a new playbook for B2B growth. The best way to drive buyability in B2B is to understand the importance of trusted human validation in making buyers feel confident to buy, driven partially by a cultural and generational shift happening in B2B buying. We are outlining this paradigm shift with data-backed insights to help brands reimagine marketing-driven success in B2B."

Dr. Marcus Collins, a marketing professor and author, commented, "When it comes to buyability, the functional job is just one third of the equation. What's the emotional job and the social job to be done? The branded products that perform best against those functions are the ones that are most likely to be bought."

Group EVP at ANA, Nick Primola, said: "We have long discussed the untapped growth potential of marketing in B2B companies and brands. Now we are pursuing it with a level of effort that befits such a substantial opportunity for businesses to grow. The research highlights that in order to 'be the brand that is bought in B2B' requires companies to invest more holistically in their marketing capabilities. Our presence here in Cannes and subsequently in October at the ANA's Masters of Marketing will ensure that B2B marketing is no longer a peripheral discussion; it will be the central conversation."

COO of LIONS, Paul Coxhill,said: "Creativity isn't just for consumer brands-it's the key to unlocking B2B's full potential. Together with the Global CMO Growth Council and LinkedIn, we're inspiring marketers to think bigger, act bolder, and embrace a more human-centered approach to B2B growth."

The Global CMO Growth Council is a partnership between the ANA and Cannes LIONS, representing over 1,200 chief marketers globally.