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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.

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