Rachel Abbe is an Industry Research Lead at the B2B Institute, where she researches how marketers can "win the mind to win the market."

She looks for contrarian ideas with customer focus that deliver commercial impact. Rachel is passionate about organizational behavior and seeks to understand how the evolving relationship between our personal and professional selves will shape the future of the B2B sector.

Rachel earned her Bachelor of Science in Economics from the Wharton School at the University of Pennsylvania.

The B2B Institute is a think tank funded by LinkedIn that researches B2B marketing and decision making.