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Article

Cisco, the technology company, is transforming its approach to marketing in reflection of rapidly changing marketplace realities.

Article

Cisco, the technology enterprise, has found that business-to-business (B2B) marketing has a much stronger emotional component than is often assumed.

Case Study

Instappy, an app builder, promoted its software to Indian consumers by creating a campaign that familiarised them with its features.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Article

Story-driven marketing content is being used to drive sales and to help businesses stand out in a crowded marketplace.

Article

As platforms evolve and budgets are strained, marketers work to find the ROI in social media marketing.

News

CHICAGO: Grant Thornton, the consultancy, and Hiscox, the insurance provider, were among the major winners at the 2018 B2 Awards held by the Association of National Advertisers (ANA), the industry body.

Article

Assesses the various digital channels marketers can use, with examples from Dell EMC and GES, and explains how helping the customer first and putting solutions second may be the answer to success.

Article

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

Case Study

ADT, an alarm system brand, launched a campaign in the UK to increase brand recognition and preference.

Case Study

ABN AMRO, a Dutch bank, launched Kaan's Stream Store, a campaign to position itself as an innovative sector bank.

Article

Explains the benefits that blockchain can have for the future in B2B marketing and the challenges the industry faces in securing its uptake.

News

NEW YORK: Comcast, the media conglomerate, is making effective use of sophisticated targeting tools as a means of boosting its business-to-business (B2B) messaging aimed at advertising buyers.

Article

Highlights the benefits of personalization in B2B marketing and provides tips from IBM on how to improve personalization in B2B sales messages.

Case Study

Mastercard, an American multinational financial services corporation, launched a campaign in Kenya to market its Masterpass QR digital payment solution.

Article

Hiscox, the insurance provider, is seeking to take advantage of the various new opportunities now available in business-to-business marketing.

Case Study

BASF, a crop-protection company, used an integrated campaign to launch its Living Acres program in the US to position itself as a thought leader in environmental stewardship and preservation.

Article

Lenovo, the electronics giant, brought its programmatic operation in-house to exert more control over its media, but then reverted back to a “hybrid”-managed model to focus more on its core function – selling PCs.

Article

Comcast, the media conglomerate, has successfully adapted its ad-sales strategy to reflect exciting new opportunities for business-to-business marketing.

Article

Marketers that promote Broadway shows face particular challenges as they seek to attract consumers and drive ticket sales.

News

KUALA LUMPUR: Counterfeiting is rife in Asia and no longer affects just high-end brands, but now extends to any product with a logo, a leading representative from the Organisation for Economic Co-operation and Development (OECD) has warned.

Article

Dell, the technology company, has used virtual reality to effectively spread the word about its corporate social responsibility efforts.

Article

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

Article

This paper provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

Article

Explains the emotions that drive and destroy values, how to evoke deliberate emotions in consumers and what this kind of approach means in the omnichannel experience.