This briefing offers an overview of the history, theories and key trends related to B2B marketing. It identifies commonly-cited characteristics of B2B communications which distinguishes it from consumer-oriented communications, such as longer decision chains and greater reliance on building relationships rather than focusing on encouraging transactions.
Warc Briefing: B2B
Definition:B2B comprises campaigns designed to encourage commercial bodies to buy goods or services.
- Print is considered a prime B2B medium as decision makers feel press advertising is less intrusive than other formats.
- Tech B2B...