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Marketing to B2B audiences

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Case Study

Telecoms company Maxis used a digital and on-ground storytelling campaign to target small to medium-sized businesses in Malaysia.

Case Study

Bukalapak, an Indonesian e-commerce website, fought against a decline in market share by focussing on small businesses.

Case Study

Shell, the oil and gas company, increased sales of its Shell Advance Scooter Oil in Asia by targeting consumers and mechanics separately.

Case Study

Clear, a shampoo brand, increased sales to men in Japan by promoting its hair-health benefits through businesses.

Case Study

Vodafone Business Services (VBS), the division providing telecommunication services to enterprise in India, built a connection with SMEs and increased leads by showing it understood the needs of SME owners in a series of videos.

Case Study

Inorbit Malls, a chain of malls in India, connected with women in India by supporting female entrepreneurs with a competition for rent-free retail space promoted in digital, social media and radio ads.

Case Study

US technology company HP advertised its Print Security solutions through a dramatic series of videos starring Christian Slater as a hacker benefiting from unsecure printers.

Case Study

Radiocentre, a brand responsible for promoting commercial radio to UK advertisers, got marketers to commit to spending more money on radio advertising by calling them out through songs on the platform.

Case Study

MicroLoan Foundation, a charity for female entrepreneurs, increased donations and its brand awareness among the British public by selling posters on the London Underground transport network.

Article

Dow Chemical is a sponsor of the Olympic Games, and has very specific goals for this partnership as a business-to-business marketer.

News

CLEVELAND: US B2B content marketers are focused on building audiences and the majority believe their overall approach is becoming more successful, according to new research.

Article

This article examines three paths for B2B companies to take if they want to adapt to the digital age.

Case Study

This case study details how Linksys, an American data networking company, placed interactive hot spots in stores to educate employees on the benefits of its products and turn them into influencers.

Case Study

This case study explains how Braintree, a global payments platform, partnered with urban cycling programme Buzzbike to engage leaders of mobile and e-commerce companies with its 'Tour de Tech' campaign.

Case Study

This case study explains how CNN, the American cable news network, and CA Technologies, an American computer software brand, built a program that turns numbers into real information to tell the story of the 2016 presidential election.

Case Study

This case study explains how Reply.ai, a start-up offering chatbot solutions, simplified the chatbot building experience by launching 'BotBot' globally to help businesses build their own chatbot.

Case Study

This case study explains how BASF, a global manufacturer of crop protection products, radically reconsidered its brand and the people it serves through its 'Grow Smart' campaign in the US.

Research Paper

This paper looks at how Microsoft, the software and technology company, uncovered its real developer targets and gained actionable insights into rapidly changing technical and commercial audiences across industries.

Case Study

This case study looks at how Black Hawk, a premium dog food retailer, extended the 'real food' movement for humans to pets by using emotive creative to advertise its natural dog food to Australians.

Case Study

This case study looks at how Wrigley Pacific's brand 'Extra', partnered with The Bachelor and Woolworths, used an emotional strategy and real-time messaging to record growth in a declining market of gum buyers in Australia.

Opinion

B2B marketing has existed in a tradition for a long time, but now the same impact that technology is having on the expectations of consumers is also affecting business buyers, argues POSSIBLE’s Thomas Stelter.

Case Study

This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.

Case Study

This case study shows how Emirates NBD, a financial services brand, developed a product that directly solved its target audience's biggest issue and thus expanded its account acquisitions in the UAE.

Article

This event report looks at research into the effectiveness of B2B digital marketing which reveals that businesses need to look beyond traditional methods.

Article

This event report looks at an innovative form of B2B research that has proved successful at engaging SME audiences.