00:40 – Why B2B marketing? 01:33 – What are the similarities between B2B and B2C? 05:25 – Building brand fame. 06:12 – The role of emotion in B2B marketing. 08:47 – Where does brand purpose fit into B2B marketing? 09:34 – What examples are there of brands thinking this way? 10:04 – The new generation of B2B buyers reaching leadership positions. 11:25 – How does this translate into media and creative strategies?
WARC subscribers can sign in to keep reading
WARC helps you to plan, create and deliver more effective marketing
Prove your case and back-up your idea
Get expert guidance on strategic challenges
Tackle current and emerging marketing themes
We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.
Insights Team
Bray Leino
We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.
