B2B

Marketing to the business world

Decision Making


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how W.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report show how General Electric is using native advertising as part of its wider content marketing mix.


Casey Grant and Adam Weiss, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Eli Lilly, the pharmaceuticals company, promoted its 'Forteo' treatment for osteoporosis in Japan, despite barriers including a ban on advertising directly to patients.


Charlie Lowe and Julian Webster , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how IBM, the technology firm, used LinkedIn, the business-oriented social networking service, to promote its Smarter Cities forum to Singaporeans.


Kunal Malhotra and Ashim Sethi, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Nescafe, the coffee brand, captured the attention of younger people in India with a song about mornings that appealed to their busy nightlives and need for extra help waking up in the morning.


Casey Grant and Adam Weiss , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Eli Lilly Japan, the pharmaceutical company, used a digital platform to enable medical representatives (MRs) to engage doctors.


Judd Labarthe and Malati Afridi, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how GlaxoSmithKline, the pharmaceuticals company, launched a new cough and cold remedy under its Panadol brand in Singapore with an 'effective and convenient' positioning.


Sumana Samuk , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how IBM, the technology firm, sped up the process of converting leads in India by profiling users individually.


Sailesh Wadhwa, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how FrogAsia, a education technology provider, used an online game to engage teachers and schoolchildren and improve the standard of English used in Malaysia.

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