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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

Dell: Take it easy – win the hearts of the IT administrators to win the contracts from the IT decision-makers

This case study details how Dell, the computer manufacturer, needed to improve brand consideration among Germany's IT decision makers, overcoming prejudice that Dell only sold value laptops.

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.

Collect+: Brand strategy and identity development

This case study explores how the UK delivery service Collect+ evolved their brand into a more credible proposition that allowed them to communicate with consistency and confidence.

Opera Mediaworks and comScore: The impact of native mobile video advertising on key brand metrics

This case study describes how Opera Mediaworks and comScore undertook a native video ad effectiveness study in order to provide key best practices for native mobile video.

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


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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