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Key reading

Thought leadership

What's different about B2B marketing?

This article discusses the various ways in which business-to-business marketing is different from business-to-consumer marketing. It covers the differences in market size, frequency of purchase, and the presence of a more formal buying group – and argues that B2B companies frequently lack marketing competence.

What works in digital B2B

A summary of how business-to-business brands are changing – and are missing opportunities.
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Thought leadership in practice

This article offers four steps for agencies wanting to develop thought leadership.

How execs access 24/7 business and finance content

Changes in lifestyle mean business people access work-related content outside of work hours.

Why marketers need to humanise the B2B brand

Research which suggests many decision makers choose suppliers based on personal value.


Latest case studies

HCL Technologies: Launch of Manchester United's digital transformation partnership with HCL Technologies

This case study describes how HCL Technologies, a global IT and engineering company, partnered with Manchester United Football Club to launch its digitalisation business and generate sales leads.

TIGI: Xmas 2014

This case study describes a Christmas campaign by Tigi, the Unilever-owned hair product brand, that increased sales eight-fold, and saw a 12% decrease in production costs globally.

Virgin Media: Voice of our brand

This case study describes how Virgin Media initiated a programme of behavioural frameworks and coaching materials to deliver a branded experience with remarkable results.

Straight Talk: A new approach to thought leadership marketing

This case study describes how HCL Technologies, a number-four IT service provider in India, created a peer-to-peer content platform to expand its reach globally.

Latest articles

Marketers must lead the way in driving B2B sales

This article argues that, as departments outside of marketing are increasingly having regular conversations with clients via digital channels, it is crucial for marketing to remain at the heart of the relationship with the customer.

Bosses in hoodies and flip-flops: how Tesco is preparing for a future run by millennials

This event report considers how the elevation of the millennial generation into senior positions will affect business structures and how companies interact with consumers.

The power of storytelling: how Philips rebranded as a health business

This event report looks at how Philips, the electronics company, has gone about repositioning as a healthcare business.

Data-first B2B strategy

This article argues that the complexity of reaching B2B decision-makers necessitates an effective, data-informed strategy.

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Monique Dolbin

Americas

Monique Dolbin
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Ed Pank

Asia Pacific

Ed Pank
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