B2B

Information and insights on marketing to the business world

Decision Making


Matthew Carlton, Event Reports, Advertising Week Europe, April 2014
This event report discusses content marketing for a professional audience, including the relative merits of different social platforms. Professional content consumption is changing as more people consumer more work-related content in their own time, and the focus shifts towards knowing first.

Apurva Chamaria, Devam Saxena and Devdeep Majumdar, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by HCL Technologies, a business IT services company, which used social media to promote its products. Research had found that many business technology buyers used videos as part of the decision making process.

Frederick Tong, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Philips strengthened its brand with the '+' Project, a year-long commitment to discovering health and wellbeing issues in Asia Pacific. Philips needed to capture the attention of businesses, so did this by addressing consumers' problems in a collaborative and highly visible manner.

Poonam Lalwani, Venugopal Desai and Rajiv Dingra, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign in India by SAP, the global software and solutions company, which used social media to connect with consumers. The company used content and social to explain what the company does, engage consumers and establish itself as a thought leader.

Stacey Knight, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how JCDecaux, the outdoor advertising company, promoted its new ad product which integrates social media with digital out of home ads in the UK. Over the past few years, most traditional media have embarked on a new stage in their evolution.

Anjali Hegde, Shilpi Prasad and Debarshi Chakravorti, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Microsoft, the computer software and technology giant, used LinkedIn, the professional social networking platform, in a business to business campaign in India. The target group included opinion leaders, influencers and technology enthusiasts, and the aim was to shape their opinion towards Microsoft and help them capitalise on current trends.

Srikeit Tadepalli, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Mumbai Indians, the Indian cricket team, used social media to connect with fans and reward loyalty. The team already had a strong social media following, but with low engagement.

Daz McColl, Admap, April 2014
This article argues that business people, as humans, should be approached like consumers in terms of thinking about their needs and desires, and telling a B2B brand story. Technology has changed the way B2B buyers research and purchase, and B2B brands should respond to this with content and immersive experiences that tell the brand story.

Francesca Brosan, Admap, April 2014
This article describes results from research into business to business (B2B) digital marketing, offering understanding of how budgets are being used. Websites, email and social media account for the most spend, but over three years marketers have begun to spread budgets more widely.

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CASE STUDY

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How a financial services giant established a national event


ARTICLE FOCUS

How best to market to professionals?

Millward Brown on using media to reach a B2B audience


ARTICLE FOCUS

Brand strategy for B2B companies

What B2B and B2C brands have in common