Warc Briefing: B2B

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.

Quick facts

  • Print is considered a prime B2B medium as decision makers feel press advertising is less intrusive than other formats.
  • Tech B2B marketing has been slated as "erratic, inconsistent and depressingly tactical".
  • Only half of B2B marketers have formal metrics to measure return on investment.

History and future outlook

Selling products and services to businesses rather than consumers is hardly new.

The US-based National Industrial Advertising Association (now the Business Marketing Association or BMA) was...

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