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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

A best practice guide to developing an ABM strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organisations.
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.
Research which suggests many decision makers choose suppliers based on personal value.

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