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B2B audiences

Business-to-Business (B2B) audiences are the people with the power to make purchase decisions at businesses. They are targeted by other businesses in B2B marketing. These audiences tend to be hard-to-reach and time-poor, and purchase infrequently. Innovative contact methods, such as membership networks or online communities, are emerging as B2B communication tools. Online channels are now key information sources for B2B audiences, principally search, websites and email.

Key Reading

Important papers from across the Warc database

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.
A summary of how business-to-business brands are changing – and are missing opportunities.
This article offers four steps for agencies wanting to develop thought leadership.
Changes in lifestyle mean business people access work-related content outside of work hours.
Research which suggests many decision makers choose suppliers based on personal value.

Case Study

This case study describes how Mercury Hard Cider, an Australian cider brand, utilised packaging to reinvigorate sales in the Australian market.

Case Study

This case study describes how the British healthy chocolate brand, Seed and Bean was rescued by a rebrand that emphasised the brand's ethics, and tripled sales over two years.

Case Study

This case study describes how Moma, a British porridge brand, redesigned to weather the move from busy commuter train station sales, to retail sales, by creating an ownable brand design to support the entire portfolio.

Case Study

This case study describes how Kabuto noodles, a UK noodle brand, launched itself with a clean design language that recalled the 'fresh sophistication' of restaurants like Wagamama into a category dominated by cheap, jokey brands.

Case Study

This case study details how Whitworths, a dried fruit, nuts and baking company, repositioned its Shots snack brand to increase sales and make it distinct among Whitworths products in the UK.

Case Study

This case study describes how, after losing a jewellery client, ad agency DDB Group Hong Kong planned, developed and launched CRAFTED BY MY HEART, an iOS mobile app that allows users to customise jewellery with their heartbeat, to gain exposure for the agency.
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Article

This case study describes how United Arab Emirates banking brand Emirates NBD came up with an innovative product that kept construction workers cool to attract SME clients.

Article

This event report outlines how Staples, the retailer, is seeking to drive revenues through tapping new technologies.

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.

Article

This event report details how Schneider Electric, a multinational corporation that specialises in energy management and automation solutions, modernised its B2B content marketing strategy.

Research Paper

This paper details how Orange, one of Europe's largest mobile network providers, got its employees to become more customer-centric and pay attention to the varying needs of specific customer groups with the creation of a 'Segment Toolkit'.

Article

This event report addresses how business-to-business marketing is changing, as the gap between this discipline and more consumer-focused efforts continues to close.

Article

This event report examines how complicated research can communicate its value to company leaders - often the hardest audience to reach.
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  1. Article

    This event report addresses how business-to-business marketing is changing, as the gap between this discipline and more consumer-focused efforts continues to close.

  2. Article

    This event report breaks down the key elements of successful business-to-business marketing, based on the tenets of consumer psychology.

  3. Article

    This article argues that the complexity of reaching B2B decision-makers necessitates an effective, data-informed strategy.
  4. Article

    This article highlights how changes in work-life balance are affecting consumer needs and desires and predicts how the expectations around work will change in the future.

  5. Article

    This article argues that creating compelling content requires a clear content marketing strategy with flexibility to respond to events.

  6. Article

    This article highlights the areas in which companies will need to develop in the next few years to be successful marketing organisations of the future, through an initiative called Marketing 2020.
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