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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

Fedrigoni: The Paper Skin

This case study shows how Fedrigoni, a paper manufacturer, increased brand awareness and sales by partnering with the camera brand Leica.

Volvo UK: "Or By" - How two little words made Volvo's safety matter again

This case study describes how Volvo, a Swedish car manufacturer, went against the expected position in the UK and got itself noticed - in a good way.

Heineken: Our shout

This case study looks at the beer company, Heineken's campaign in the UK that drove on-trade that increased drinkers' dwell time by offering web services or advertising in return for an incremental draught volume.

Jameson Irish Whiskey: St. Patrick’s Day social campaign

This case study indicates how Jameson, a whisky brand, developed a campaign to engage locally with US consumers and bars to increase sales and brand awareness.

Latest articles

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.

Scientists and the C suite: how B2B researchers can engage hard-to-reach audiences

This event report examines how complicated research can communicate its value to company leaders - often the hardest audience to reach.

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.

The power of storytelling: how Philips rebranded as a health business

This event report looks at how Philips, the electronics company, has gone about repositioning as a healthcare business.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com