Article
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Susie Sroka and Marcus Lambert, WARC Exclusive, April 2021
The authors outline the way some leading B2B brands have overcome the challenges of selling online, and explain how they applied some of this practice in their own work with a healthcare business.
Article
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Mike Golden, WARC Exclusive, April 2021
Mike Golden, President, Brandigo (China), looks at how marketers in other markets can position B2B campaigns for success in China.
Article
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Wiemer Snijders, WARC Exclusive, April 2021
Summarises the most fundamental patterns in buying behaviour, and how they also manifest themselves in B2B categories.
Article
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Remona Duquesne, WARC Exclusive, April 2021
Of all the models available for managing brand portfolios, the Masterbrand approach could be most suitable during times of change – brand growth consultant, Remona Duquesne, explains why.
Article
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Kevin Arsham, WARC Exclusive, April 2021
Kevin Arsham, Partner, B2B Specialist at MediaCom, argues that a balanced strategy is crucial in B2B marketing.
Article
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Sonia David and Bill Zengel, WARC Exclusive, April 2021
ANA Business Marketing Practice’s Sonia David and Bill Zengel, explore how leading B2B marketers are using emotion, purpose and problem solving to reach a new generation of business buyers.
Article
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WARC Best Practice, April 2021
A summary of new thinking and best practice on rethinking B2B marketing.
Article
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Gabey Goh, WARC Exclusive, April 2021
Bhaskar Choudhuri, Asia Pacific chief marketing officer of Lenovo PCs and Smart Devices speaks to WARC about the rare opportunity to work on the B2C and B2B segments simultaneously and how its marketing initiatives are unified under the global company vision of “smarter technology for all”.
Article
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Rafael Martin and Staffan Holgersson, WARC Exclusive, April 2021
With the traditional B2B marketing playbook in need of a refresh, marketers need a new approach to channel planning, say global media agency Essence’s Rafael Martin and Staffan Holgersson.
Opinion
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Dr Liam Fahey, April 2021
Surprisingly often, marketing plans are based on outdated assumptions about competitors and customers, says Dr Liam Fahey.
Article
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Nina Mullen , WARC Exclusive, April, 2021
A proprietary study by Wunderman Thompson demonstrates that inspiration is a critical driver of growth for B2B brands.
Article
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Research on WARC, March 2021
McKinsey’s research on B2B decision makers confirms that omnichannel is not simply a trend, nor a pandemic workaround – rather, it is a critically important fixture for B2B sales globally.
Article
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Ken Stout, WARC Best Practice, March 2021
Looks at the evolution of Account-based marketing for the individual (ABM-i), a personalized approach to account-based marketing that goes beyond the account level to identify and tailor messaging to individual business stakeholders.
Opinion
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Rob Clapp, March 2021
This month: How advertisers can double their return on investment (ROI), some of the challenges and opportunities for B2B marketers and the future landscape of TV advertising and audiences.
Opinion
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Antonia Wade, March 2021
Antonia Wade is CMO, Capita, and the Special Awards Convenor for the Business-To-Business category at the 2021 WARC Awards for Effectiveness, in association with LIONS. Here, she predicts a ‘bounce-back’ to events, flags up the role of influencers in B2B marketing and suggests that B2C marketers can learn ‘adjacency selling’ from B2B marketers.
Opinion
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Margaret Kendrick, March 2021
In March last year, the way we all work changed dramatically. Events were cancelled across the globe, working hours altered, and people everywhere embraced a completely new way of working. Despite all of this, brands still needed to get in front of customers and adapt, to ensure that brand messaging was still being communicated in an engaging way.
Opinion
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Gonzalo Brujo, March 2021
Gonzalo Brujo, Global President, Interbrand is on the Business-to-Business jury for the 2021 WARC Awards for Effectiveness, in association with LIONS. Here he talks about the importance of listening, what B2C businesses can learn from the B2B sector and how to develop digital brand experiences.
Case Study
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Tangrams Strategy & Effectiveness Awards, Gold, 2021
Lexus, the luxury vehicle division of automobile brand Toyota, promoted its first SUV designed specifically for urban exploration, the UX, in Hong Kong.
Case Study
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SABRE Awards, IN2, North America, Best in Brand Purpose, 2021
Hyatt Hotels Corporation, a hotel brand, leveraged Hyatt's purpose of care to demonstrate how the brand reimagined travel in the USA during the COVID-19 pandemic.
Case Study
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SABRE Awards, IN2, North America, Best in Trade Shows & Awards, 2021
Broan, a brand of home ventilation products, promoted its SurfaceShield product in 2019 by launching a booth at the International Builders' Show and a supporting social campaign.
Case Study
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SABRE Awards, IN2, North America, Best in Digital Brand Platforms, 2021
Stallergenes Greer, an allergy immunotherapy manufacturer, launched an ecosystem of immersive resources and educational CRM programs in the USA.
Opinion
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Simon Woolley, February 2021
B2B organisations are proactively plotting brand stretch and moves into new geographies and industries in 2021, but their PR and Marketing agencies aren’t on the same page, says Simon Woolley.
News
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11 February 2021
Access to data – particularly first-party data – is a major advantage for established B2B players, but according to a survey of B2B marketers by McKinsey, this asset is under-utilized.
Data
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Rob Clapp, WARC Data Points, February 2021
An overview of video content for B2B marketers, how ROI has changed for them and the challenges they face.
Article
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McKinsey & Company, Research on WARC, February, 2021
This report, “The data gambit: How large B2B companies can outmaneuver start-ups,” is based on a McKinsey survey of B2B marketers and a cross-sector review of case studies.
