Article
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WARC Best Practice, December 2019
This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.
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.
Case Study
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MRS Awards, Winner, MRS Award for Business-to-Business Research, 2019
Shell, an oil industry company, launched a large-scale ethnographic study to inform its global innovation and growth strategy, providing a new direction for redefining relationships with customers in the UK.
Article
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Low Lai Chow, Event Reports, E-commerce Expo Asia, October 2019
Johnny Chong, head of sales at iPay88 Holding provides an overview of the payments landscape and highlights some untapped opportunities for businesses looking to grow.
Case Study
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MRS Awards, Winner, MRS Award for Financial Services Research, 2019
RBS (Royal Bank of Scotland), a banking brand, launched real-time customer communication research in the UK to understand how it could get consumers to switch banks.
News
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29 November 2019
A recent LinkedIn survey found that two-thirds of B2B marketers believe that businesses grow by increasing loyalty, not by customer acquisition, but Peter Field begs to differ and he believes account-based marketing is the problem.
Article
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Brian Carruthers and Aron Hayes-Davidson, Event Reports, IPA EffWeek, October 2019
Looks at research from Les Binet and Peter Field into how marketing effectiveness works in B2B.
Opinion
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Jenny Chan, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Article
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Jo Bowman, WARC Exclusive, November 2019
Professors Jenni Romaniuk and John Dawes of the Ehrenberg-Bass Institute answer questions about the Laws of Growth and how to use them.
Case Study
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Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Use of Tech, 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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Maxine Thomas, Sean Bell, Heather Segal, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019
Interac Corp, the payments company, connected with a small business audience in Canada by partnering with Gimlet Media to create the Earning Curve podcast.
Case Study
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Eugenia Teo, WARC Media Awards, Entrant, Effective Use of Tech, 2019
The Ford Ranger 360 Showroom campaign in the Philippines managed to bring the full experience of a Ford showroom direct to users on their mobile phones.
Case Study
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Nancy Ting, Blair Chen, Vanilla Qian, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Google was able to power the global ambitions of Chinese small and medium-sized businesses by using B2C tactics in a B2B campaign, increasing both brand awareness and performance effects.
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.
Case Study
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MMA Smarties, Finalist, LATAM, 2019
QuickBooks, an accounting software brand, launched a marketing improvement strategy for its app which resulted in an increase in signups and downloads in Brazil.
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.
