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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

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 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 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 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 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 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.

Case Study

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

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

In this 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

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 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.

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.

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 how SMEs can benefit from commissioning external research.

Article

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

Article

This event report looks at how B2B marketing is slowly beginning to move away from a formulaic approach.

Article

This article examines how marketers should respond to the ongoing trend in B2B organisations by which buying is becoming more complex and buying journeys more digital, while marketing silos are coming down.