B2B

Marketing to the business world

Decision Making


Maria Riala and Tuomas Nummelin, International Journal of Market Research, Vol. 57, No. 1, 2015
This article describes the development of a new online tool for collecting data about customer preferences. The tool was created to produce comprehensive data on the connections between important variables, while offering an interesting and easy-to-use tool for respondents and researchers.

Bev Burgess and Vincent Rousselet, Market Leader, Quarter 1, 2015

This article explores the importance of storytelling in modern marketing, as senior marketers make it a top priority within their teams.


Fran Brosan, Market Leader, Quarter 1, 2015

This article explores the role of thought leadership in B2B marketing, arguing that this can be a form of customer relationship building when businesses do not know who is 'in the market'.


Patrick Barwise and Seán Meehan, Market Leader, Quarter 1, 2015

This article describes how a power supply business used the Net Promoter Score metric to drive customer focus throughout the company and consolidate its global market leadership, resulting in greatly improved customer satisfaction, sales and profits.


Low Lai Chow, Event Reports, ClickZ Singapore, December 2014

This event report considers some of the common mistakes companies make when using the LinkedIn professional networking platform.


Caroline Rushton and Alison Sargent, MRS Awards, Winner, December 2014

This article explains how 4oD, the video-on-demand service of the UK TV broadcaster Channel 4, proved the value of demographically-targeted video ads.


Kit Altin, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how the Ban The Box campaign by UK charity Business In The Community used the world's first 'unskippable' pre-roll ad to change public and employer perceptions about ex-offenders.


Sailesh Wadhwa, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how technology-in-education company FrogAsia improved English language standards in Malaysia through a game-based learning program, WordMania.


Simon Stebbing, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Onglyza, a diabetes medication developer, targeted doctors with an immersive simulator experience to enable doctors to experience hypoglycaemic events.

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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