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Key reading

Thought leadership

What's different about B2B marketing?

This article discusses the various ways in which business-to-business marketing is different from business-to-consumer marketing. It covers the differences in market size, frequency of purchase, and the presence of a more formal buying group – and argues that B2B companies frequently lack marketing competence.

What works in digital B2B

A summary of how business-to-business brands are changing – and are missing opportunities.
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Thought leadership in practice

This article offers four steps for agencies wanting to develop thought leadership.

How execs access 24/7 business and finance content

Changes in lifestyle mean business people access work-related content outside of work hours.

Why marketers need to humanise the B2B brand

Research which suggests many decision makers choose suppliers based on personal value.

Latest case studies

Emirates NBD: The A/C Vests

This case study describes how United Arab Emirates banking brand Emirates NBD came up with an innovative product idea to attract SME clients.

Renault: Business Booster

This case study describes how car-maker Renault used a dedicated app and branded entertainment to launch its commercial vehicles range in Italy.

From manufacturer to service partner: How Volkswagen Commercial Vehicles did more, with less

This case study shows how Volkswagen, a car brand, increased sales by shifting its core target from car owners to business leaders in the UK.

Dell Japan: EUC (end-user computing) survey

This case study discusses a business-to-business campaign for Dell, the computer maker, in Japan that highlighted security risks via a survey and a white paper featuring advice on how IT professionals could overcome these risks.

Latest articles

Lloyds Banking Group: Using innovative social media analytics techniques to understand the International Trade arena through the eyes of UK SMEs

This article details how Lloyds Banking Group, the UK bank, employed natural language processing to and social listening to assess usage and attitude in the B2B finance market, targeting small businesses.

How Schneider Electric built a new B2B content marketing strategy

This event report details how Schneider Electric, a multinational corporation that specialises in energy management and automation solutions, modernised its B2B content marketing strategy.

Marketers must lead the way in driving B2B sales

This article argues that, as departments outside of marketing are increasingly having regular conversations with clients via digital channels, it is crucial for marketing to remain at the heart of the relationship with the customer.

Bosses in hoodies and flip-flops: how Tesco is preparing for a future run by millennials

This event report considers how the elevation of the millennial generation into senior positions will affect business structures and how companies interact with consumers.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200