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 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...