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The 5 principles of growth in B2B marketing: Empirical observations on B2B effectiveness

Article • Research on WARC, April 2021

Presents Les Binet and Peter Field's findings on the core principles of B2B marketing.

What should ads look like in the time of recession?

Article • Orlando Wood, Research on WARC, April 2021

Explores the effectiveness of advertising during an economic downturn.

Advertising in a recession

Article • Peter Field, Research on WARC, April 2021

Looks at how to advertise during an economic downturn.

2030 B2B trends: Contarian ideas for the next decade

Article • Research on WARC, April 2021

Looks at the key trends that will shape the future of B2B marketing and decision making over the next decade.

Four facets of fame

Article • Paul Feldwick, WARC Exclusive, April 2021

As marketers look for ways to make creativity more effective, they should look for ways to build ‘fame’.

Three key lessons for B2B marketers from the B2C space

Opinion • Lena Roland, April 2021

The new WARC Guide to Rethinking B2B Marketing outlines several forms of disruption that are reshaping this discipline. Lena Roland, Managing Editor, WARC.com, examines how learning from the consumer space might be a valuable driver of business-to-business success.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

B2B or C, the answer should always involve Creative Publicity

Article • Wiemer Snijders, WARC Exclusive, April 2021

Summarises the most fundamental patterns in buying behaviour, and how they also manifest themselves in B2B categories.

How Confused.com drew on Binet & Field to deliver long-term brand success

Article • Brian Carruthers, Event Reports, Festival of Marketing: The Bottom Line, March 2021

Confused.com, the price comparison site, boosted spontaneous awareness with a brand-building campaign, while also driving short-term results with activation efforts.

Cracking the code of Inspiration: An inspiring B2B brand is always on the consideration list

Article • Nina Mullen , WARC Exclusive, April, 2021

A proprietary study by Wunderman Thompson demonstrates that inspiration is a critical driver of growth for B2B brands.

What we know about targeting vs reach

Article • WARC Best Practice, March 2021

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand-growth strategies.

Using regional share of search to hack brand growth

Article • Lars-Alexander Mayer, WARC Exclusive, March 2021

A new model for using search data to uncover regional growth opportunities.

Strategy Toolkit module 1: How marketing works

Article • WARC Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Strategy Toolkit module 3: Analysing the brand

Article • WARC Strategy Toolkit, March 2021

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

How focusing on their most valuable customers can help brands drive growth

Article • Stephen Whiteside, Event Reports, The Great Debates: Marketing Growth Frameworks, June 2020

Research by Peter Fader, professor of marketing at The Wharton School of the University of Pennsylvania, highlights the importance of customer lifetime value (CLV) to driving brand growth.

How category growth and market share drive CPG revenue gains

Article • Stephen Whiteside, Research on WARC, February, 2021

Players in the consumer-packaged goods (CPG) industry need to be aware of the growth drivers that are most impactful for organizations of different sizes.

What marketers can learn from the 2020 IPA Effectiveness Awards

News • 04 February 2021

At a time when the need to justify marketing spend is more pressing than ever, an analysis of the winning case studies from the 2020 IPA Effectiveness Awards highlights how marketers can link their work to business success.

Understanding six influential models of brand growth – and when to use them

Article • Stephen Whiteside, WARC Exclusive, February 2021

This article summarizes six models of brand growth, all of which were featured in a series of webinars held by the Mobile Marketing Association (MMA).

Extend risk beyond reach

Opinion • Charlie Ebdy, February 2021

A relentless focus on audience and outcomes, underpinned by a channel strategy that remains close to business functions, was a winning combination for three of the winners in this year’s IPA Effectiveness Awards, writes OMD’s Charlie Ebdy.

CMOs adopt ‘low risk, low return’ strategies for 2021

News • 25 January 2021

Almost three-quarters (73%) of chief marketing officers in North America, the UK, France and Germany intend to play it safe by relying on existing customers to fuel growth in 2021, according to a new survey from research firm Gartner.

Structures, agency partnerships and talent: how challenger brands can supercharge growth

Article • Mel Arrow, WARC Exclusive, January, 2021

For high-growth challenger brands, getting the right structures in place alongside agency partnerships and a smart talent strategy will set the foundations of long-term growth.

Famous brands send Premier Foods’ profits soaring

News • 20 January 2021

Consumers stuck at home during lengthy lockdowns are turning to familiar brands for consolation, judging by trading results from the UK’s Premier Foods, the maker of Mr Kipling cakes and Bisto gravy.

Why inspiration should be part of brand strategy

News • 19 January 2021

There is strong link between inspiration and brand growth, according to a study by Wunderman Thompson, with inspiring brands able to grow their market share faster and to charge higher prices for their products and services.

Seven powerful research insights that brands need to know in 2021

Opinion • Lena Roland, January 2021

Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.

Cracking the code to inspiration: How inspiration has become the key to brand growth

Article • Richard Dunn, WARC Exclusive, January, 2021

A study by Wunderman Thompson identified a strong link between inspiration and brand growth.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.