How business-to-business marketers can become true “growth drivers”

Research by agency Stein IAS, in conjunction with consultancy The Effectiveness Partnership and WARC, has identified the traits and capabilities of top-performing business-to-business brands.

Business-to-business (B2B) marketing has undergone a profound shift from being a simple “enabler” of sales and growth to playing a central role in boosting market share, disrupting industries and moving brands into new geographies.

This learning emerged...