Article
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WARC Best Practice, April 2019
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
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Peter Matthews, WARC Best Practice, February 2019
Explores how B2B marketers can harness the opportunity to strengthen their relationships with their clients by clarifying and revitalising what they stand for.
Article
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Bev Burgess, WARC Best Practice, July 2017
This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.
News
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12 November 2019
B2B businesses need to keep a focus on service as a new study suggests buyers are increasingly dissatisfied with suppliers who have taken their eye off the ball because they are concentrating on their digital offer.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Castrol, a lubricant oil brand, created a WeChat mini-program that not only educated independent Chinese mechanics on the brand's products but also increased brand engagement through activities and special in-app offers.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Ahead of its efforts to create a more energy-efficient airport, Miami International Airport (MIA) developed a campaign that increased awareness for its eco-friendly project while informing and driving US users to become more energy efficient themselves.
Case Study
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SABRE Awards, LATAM, Industry Sector, Gold, 2019
Youth Building the Future, a social inclusion program, promoted its program in Mexico by creating information guides and brochures to provide necessary information for people interested in signing up.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Lexus, an automotive brand, launched a car ad that used a script created by its AI function to maximise effectiveness of the launch of its new ES model in Australia.
Case Study
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Account Planning Group - (UK), Entrant, 2019
HSBC, a bank, used the power of empathy globally to turn the Asset Management arm of HSBC into what the Financial Times defined as a "rising star" in the category.
Article
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Stephen Whiteside, Event Reports, Digital Marketing World Forum North America, September 2019
Verizon and Ericsson, two telecoms companies, have enjoyed significant benefits from joining forces to promote new 5G services for business-to-business customers.
Case Study
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SABRE Awards, Asia-Pacific, Superior Achievement in Reputation Management, Diamond, 2019
Punjab National Bank (PNB), an Indian bank, increased favourable reportage of the brand and its stock price with the campaign PNB Back on Track, after the brand was implicated in a fraud scandal.
Case Study
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SABRE Awards, Asia-Pacific, Trade Show, Gold, 2019
The Department for International Trade of the UK Government, a branch of UK government, positioned the UK as a country open for business with China through evidence-based advocates and its Festival of Innovation.
Case Study
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SABRE Awards, Asia-Pacific, Business-To-Business Marketing, Gold , 2019
Cabcharge, a taxi service, created a new value offering to boost its profile among users in Australia.
Case Study
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Lavanya MN, WARC Prize for Asian Strategy, Entrant, 2019
Jeweller Forevermark used a multichannel strategy to build brand trust and position itself as a diamond expert in India.
Case Study
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Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang, WARC Prize for Asian Strategy, Entrant, 2019
Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.
Case Study
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Angira Lahiri, WARC Prize for Asian Strategy, Entrant, 2019
ET TMT, one of India's largest regional steel manufacturers, increased its brand awareness among C-Suite executives by differentiating itself from the main players in the iron and steel industry.
Case Study
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Simon Clancy, Yasuhiro Miyamoto, Chang Soo Lee, WARC Prize for Asian Strategy, Entrant, 2019
Technology company Microsoft wanted to demonstrate Azure's capabilities, so it built the world's largest mixed reality experience and transformed downtown Tokyo into a virtual battlefield.
Case Study
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The Communications Council, Bronze, Australian Effie Awards, 2019
Officeworks, a chain of office supplies stores, engaged business owners in Australia by inventing a new word – EOFYTHING – to demonstrate its tax-deductible opportunities.
Article
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Paul Dyson, WARC Exclusive, August 2019
Data2Decisions conducted an analysis of 78 small brands and over 300 campaigns to understand the value of TV and other channels for small advertisers – defined as businesses whose brand size is less than 1% of the market leaders.
News
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05 August 2019
Wells Fargo, the financial-services provider, is using smart strategy to deliver an “outsize” return on its investment from its business-to-business marketing.
Article
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Mary Connors, Event Reports, ANA Masters of B2B Marketing, May 2019
Wells Fargo, the financial services provider, believes that large budgets are not always essential to drive business-to-business (B2B) growth.
News
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29 July 2019
It’s an unlovely portmanteau, but ‘bleisure’ – the practice of combining business travel and leisure travel into one trip – is growing significantly, according to Expedia.
News
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25 July 2019
Alibaba has opened access to its B2B marketplace to small- and medium-sized businesses (SMBs) in North America, alongside new features to support the onboarding and marketing efforts of new suppliers, or sellers, on the site.
Article
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Low Lai Chow, Event Reports, Mumbrella Asia Travel Marketing Summit, May 2019
The rise of ‘bleisure’ – the combination of business and leisure travel – is a “massive opportunity” for marketers, says Gianluca Armando, APAC director of Group Media Solutions at Expedia.
News
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25 July 2019
Business-to-business (B2B) brands are facing an “experience revolution” that is being driven in no small part by the superior interactions delivered by consumer-focused players like Amazon and Starbucks.
