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.
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.
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.
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.
News
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24 July 2019
B2B marketing has an undeserved reputation as the poor relation of B2C marketing, according to a leading practitioner, who maintains that its more complex world offers greater challenges and career opportunities.
News
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16 July 2019
HP, the technology giant, has driven sales of its secure printers through the smart use of customer insights and leveraging the power of online video with a narrative content initiative entitled “The Wolf: True Alpha”.
Article
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Reed Karaim, Event Reports, Brand Marketing Summit, May 2019
Compelling online video helped HP, the information technology company, boost demand for its secure printers among business-to-business customers.
Article
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Vincent Rousselet, WARC Best Practice, June 2019
Looks at the creation of a B2B marketing strategy, highlighting what is the same and what is different between B2C marketing and marketing aimed at selling to businesses.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Google Cloud, a tech service, used the NCAA basketball tournament to display the value the brand offers to IT decision makers in Fortune 500 companies in the US.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
IBM, a computer hardware company, established Watson as the leading AI for business in Australia, India and China by creating cultural capital in its support of fashion in these regions.
Case Study
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Marketing Society UK, The Brave Awards, Winner, Business to Business, 2019
Hiscox, an insurance company, set up a real-time cyber experiment with "honeypot" servers to expose the true extent of cyber attacks on UK businesses.
Case Study
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Marketing Society UK, The Brave Awards, Highly Commended, 2019
Embraer, a Brazilian producer of aircraft, built on the interest in its new airplane and increased sales by applying a bold visual style to the cone of its plane and creating buzz at the Singapore Airshow.
Case Study
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Marketing Society UK, The Brave Awards, Highly Commended, 2019
IAG Cargo, the cargo handling division of the International Airlines Group, launched a new visual identity to unify the five airline cargo brands under one umbrella, and increase clients' and employees' familiarity with the brand.
Case Study
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Marketing Society UK, The Brave Awards, Winner, Brand Communication B2B, 2019
Dimension Data, the information technology company, brought technical solutions to the Tour De France, which helped to communicate the company’s innovation capabilities and contributed to its USD526m sales pipeline.
Case Study
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Marketing Society UK, The Brave Awards, Highly Commended, 2019
IBM, a US multinational information technology company launched a campaign – demonstrating how athletes from different sports could gain an advantage over their competitors – to promote the brand and sponsorship of the Wimbledon Championships in the UK.
Article
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Mary Connors, Event Reports, ANA Masters of B2B Marketing, May 2019
Bain & Company, the consultancy, has established a pyramid of values that separate the top-performing business-to-business (B2B) operators from the competition.
Case Study
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Case Studies on WARC, Winner, Brand & Media Owner Partnership, 2019
Credit Suisse, an investment banking company, produced a documentary to help position it as a global leader in the entrepreneurial space.
Case Study
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Case Studies on WARC, Winner, Financial Services, 2019
Deutsche Bank, an investment banking company, connected with 415 treasury professionals across many industries in Germany to ensure it is seen as a global leader in transaction banking.
Case Study
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SABRE Awards, EMEA, Global Programme, Gold, 2019
Global executive search firm Korn Ferry created a global, data-led thought leadership campaign to reinforce its talent capabilities and elevate its position from transactional headhunter to strategic advisor.
Case Study
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SABRE Awards, EMEA, Financial Services, Gold, 2019
Electronic mobile payment company Square took a boots-on-the-ground approach to raise its profile among small business owners, and reach national and local influencers for its launch in the UK.
Case Study
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SABRE Awards, In2 EMEA, Best Use of Original/Commissioned Research for PR, Gold
Refinitiv, the international provider of financial markets data and infrastructure, revealed the true cost of financial crime through a global report.
