Melissa Furze
VP of Customer Science and Global Head of the B2B Institute
We believe that brand building is the single greatest marketing investment companies can make to gain a competitive edge in B2B. We are committed to introducing new strategies for growth that expand beyond tactical short-term thinking to help the B2B industry take the long view.
Partner with Experts
We partner with leading academic and industry experts to study the impact of B2B brand building on marketing, product, sales, corporate communications, and talent development.
Bet on Contrarian Ideas
We seek experimental and future-focused ideas to push the boundaries of conventional wisdom. We believe there is no advantage to going with the crowd and the real competitive advantage lies in being contrarian and right.
Invest in Future Cash Flows
Brand marketing is chronically underfunded in B2B, but brand marketing is the driver of future cash flows. We aim to strengthen the link between marketing and finance in B2B.
Melissa Furze
VP of Customer Science and Global Head of the B2B Institute
Rachel Abbe
Research Lead
Katherine Daniel
Research Lead
Ty Heath
Director of Market Engagement
Miriam Kromah
Project Coordinator
Alli Kushner
Global Operations Lead
Tiya Lee
Partnership Lead
Kate Newstead
Marketing Science Lead
Lisha Perez
Partnership Lead
Haley Pierce
Market Engagement Lead
Marielys Quezada
Customer Experience Lead
Jann Schwarz
Senior Fellow & Co-Founder
Jennifer Shaw-Sweet
EMEA Lead
Mimi Turner
Head of EMEA
Derek Yueh
Partnership Lead
Les Binet
Head of Effectiveness
adam&eveDDB
Peter Field
Independent Marketing and Advertising Professional
Mark Ritson
Adjunct Professor
Melbourne Business School
Fran Cassidy
Owner, Cassidy Media
Partnership and Marketing and Advertising Consultant
Alison Lange Engel
Venture Partner
Greycroft
Michael Betz
Partner
McKinsey & Company
Rob Norman
Senior Advisor
Group M
Rory Sutherland
Vice Chairman
Ogilvy UK
Lucie Greene
Founder Light Years
Jenni Romaniuk
Research Professor
Ehrenberg-Bass Institute
Jason Mander
Chief Research Officer
GlobalWebIndex
Orlando Wood
Chief Innovation Officer
System1 Group
Karen Nelson Field
Founder and CEO
Amplified Intelligence
Jamillah Bowman Williams
Professor of Law, Georgetown University and Visiting Faculty Fellow, Institute for the Study of Business in Global Society, Harvard Business School
Dr. Grace Kite
Founder & Economist
Magic Numbers
John Cripps
Professor & SVP Convergent Measurement
EDO
Learn more about our performance branding program, B2B Edge.