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 .

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