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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 shows how Inspiring the Future (ITF), a charity organisation, increased volunteer registration levels and brand awareness across the UK using a campaign film about gender equality.

Case Study

This case study explains how car company Renault used an app, a TV show and a roadshow to increase sales among business people in Italy.

Case Study

This case study explains how Philips, the electronics giant, promoted its SimplyGo oxygen device in the US by working with respiratory illness sufferers to create an inspiring short film which was distributed primarily through paid social media.

Case Study

This case study shows how Emirates NBD, a financial services brand, expanded its account acquisitions in the UAE by developing a product that directly solved its target audience's biggest issue.

Case Study

This case study shows how Advanced, a business solutions provider, used fairy-tales to position itself as the market's saviour in the UK.

Case Study

This case study describes how tech brand Lenovo used an integrated strategy to target IT decision-makers across eight key European regions in their own language.
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Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Article

This article outlines how HESTA, a superannuation provider for healthcare workers in Australia, infused brand purpose and storytelling into its marketing to raise awareness of the need for retirement savings.

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.

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.

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.
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  1. 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.

  2. 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.

  3. Article

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

  4. Article

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