The WARC Guide to rethinking B2B marketing

Provides new thinking and best practice on rethinking B2B marketing.
  • Many of the strategies that are effective in B2C marketing, like driving fame and harnessing distinctive assets, are also impactful in B2B.
  • B2B buying is often functional but there’s also an emotional element in B2B decision-making which marketers have an opportunity to tap into.
  • As working practices of senior decision-makers change, marketers are rethinking the channel mix to reach a multi-touchpoint audience.
  • Managing across B2B and B2C portfolios requires a strong brand and unified brand vision....

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