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Case Study

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Opinion

The role of B2B marketers is changing, says Josh Mueller, Global Head of Marketing at Dun & Bradstreet, and they can use the latest tech like AI and blockchain to help them in that process.

News

Brands that are perceived as running more creative or expensive ads may see benefits whether they are focused on reaching consumers or business-to-business customers, a study in the Journal of Advertising Research (JAR) has argued.

Article

US research looks into the effectiveness of rebate programmes on business-to-business and business-to-consumer communications.

Article

Looking at the way tailoring content to the buyer's decision-making journey can boost B2B marketing efforts.

Article

Selling in e-commerce to top corporate officers while navigating the complexities of channel disputes and incentive alignment are the two top challenges B2B digital executives face.

Article

Kravet, the business-to-business home furnishings company, retooled its e-commerce site in order to better serve its customers.

Research Paper

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.

Article

Land O’Lakes, the agribusiness and dairy co-op, has leveraged new digital technologies to help enhance its business-to-business operations.

News

Microsoft, the tech giant, has made significant progress in tracking how a campaign for one brand impacts the other products within its portfolio – or what is called the “cross-brand halo” from advertising.

Article

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Article

Microsoft, the technology giant, has pursued an innovative research program that identifies how the ad campaigns for one of its brands impacts other offerings in its portfolio, as well as its corporate brand.

Article

Unilever, the consumer goods giant, is enhancing its capabilities in the business-to-business (B2B) e-commerce space.

Case Study

BT, a telecommunications company, reconnected with business people in the UK by leveraging the power of emotion to make a modest advertising budget more effective (and more efficient); generating a net profit of over £14.5m and delivering a ROMI of £3.16.

Research Paper

Companies have been increasing their investments in digital-video advertising at the expense of television advertising.

Article

Georgia-Pacific, a company active in categories from paper towels to toilet paper and plastic cutlery, has seen success by focusing on a top-tier group of its business-to-business (B2B) brands.

Article

Georgia-Pacific, the paper products company, is tapping a philosophy of “restless discontent” as it adapts in a changing business-to-business (B2B) environment.

Case Study

SAP Customer Experience (SAP CX), a software corporation, was able to shift perceptions of it from an IT vendor to a thought leader in customer experience and e-commerce in Singapore and the wider APAC region.

Article

Comcast, the telecoms and media company, has built a successful business-to-business (B2B) division in large part through focusing on the customer experience.

Article

Constellation, the energy company, has built a powerful business-to-business sponsorship program with the Professional Golfers’ Association of America (PGA).

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

News

CHICAGO: Cisco, the technology company, is transforming its digital strategy to reflect the dramatic shifts that are reshaping business-to-business (B2B) marketing.

Article

Five tips to consider when creating a successful B2B website.