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Marketing to B2B audiences

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Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Article

This paper provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

Case Study

Multinational technology company IBM became America's #1 preferred IT vendor through a campaign that showed the potential of its cognitive system Watson.

Article

In the past couple of years, airline passengers' increased desire to remain connected and consume content on flights has reached a global tipping point.

Article

Online marketing platform MailChimp lay the foundations for a stronger relationship with creative-minded professionals in the US with the launch of a series of playful sub-brands.
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Case Study

Investment firm State Street Global Advisors sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.

Case Study

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.

Case Study

The RICU in The Home Office has established and developed an innovative thought leadership programme to drive adoption of secure online behaviours by the public and microbusinesses in the UK.

Case Study

Advanced Business Solutions, a software company, incorporated sector issues into common tales with its ‘FairITales’ campaign in the UK, to encourage consumers to look to its brand for a ‘happily ever after’.

Case Study

Inmarsat Aviation, a provider of satellite communications solutions to airlines, used AI to create an immersive experience for visitors to take a flight on a virtual airline in the UK.

Case Study

SkoFIN, the car financial services company owned by Volkswagen Financial Services, created an attractive new manual to engage customers with its offerings in the Czech Republic.

Case Study

Eye catching POS displays and a new slogan helped MARCO POLO, the travel guide brand, relaunch its entire series in Germany.

Case Study

TLC Marketing, a marketing agency, used Direct Mail to stand out and increase promotions with its network of fish and chip shops in the UK.

Case Study

The Guardian, a British daily newspaper, created a comical, educational children’s book aimed at media planners to show them what The Guardian can deliver.

Case Study

Weetabix, a cereal brand, developed new insights into how people buy breakfast cereal in the UK, through research methods such as eye tracking, surveys and observation.

Case Study

A self-funded loyalty program helped Pallas Foods, the wholesale food provider, increase customer spend while retaining their loyalty in Ireland.

Case Study

Creative direct mail helped Alef, the technology company, distribute its new Cisco Meraki product in the Czech Republic.

Case Study

Cargo handling company IAG Cargo attracted SME freight forwarders in the UK through an always-on loyalty programme tailored to their passion points.

Article

Details how eBay, the ecommerce site, used podcasts to engage with an audience of youthful entrepreneurs and small-business owners.

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.