B2B

Marketing to the business world

Decision Making


Low Lai Chow, Case Studies on Warc, July 2014

This case study looks at how British Airways tapped into business-related social media to attract its target audience with carefully selected content.


Low Lai Chow, Event Reports, ad:tech ASEAN, July 2014

This event report looks at how Google successfully adopted a person-to-person approach to B2B selling via social media, eschewing corporate pages in favour of one-to-one communications leading to sales meetings.


Stephen Whiteside, Event Reports, Northside Festival, June 2014

This event report shows how General Electric (GE) has used content marketing to build consumer relationships, awareness and interest in its brand.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study outlines a lobbying campaign by The Design and Technology (D&T) Association to persuade the UK Government to retain D&T as a compulsory subject taught in British schools.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study explains the concept of Thunderclap, a social media tool which allows people to spread messages through grassroots supporters, including three brand examples.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how UPS, the logistics company, used a sports theme to boost brand love among small and medium-sized businesses and attract them as new customers.


Effie Worldwide, Silver, North America Effies 2014

This case study shows how Blue Cross Blue Shield of Rhode Island, an American health insurer, used a community campaign to humanise its brand, building trust and favourability.


Effie Worldwide, Silver, North America Effies 2014

This case study describes a US business to business (B2B) campaign by Adobe, the software company, promoting its digital marketing measurement solutions through a series of myth-busting videos and ads.


Effie Worldwide, Bronze, North America Effies 2014

This case study demonstrates how Cottonelle, the toilet paper brand, boosted brand sales of its Flushable Cleansing Cloths in the US by encouraging consumers to recognise the benefits of using moist wipes as part of their toilet routine.

WARC RECOMMENDS


WARC BRIEFING

B2B

An overview of the B2B marketing sector


CASE STUDY

American Express: Small Business Saturday

How a financial services giant established a national event


ARTICLE FOCUS

How best to market to professionals?

Millward Brown on using media to reach a B2B audience


ARTICLE FOCUS

Brand strategy for B2B companies

What B2B and B2C brands have in common