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.
News
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26 March 2020
Being forced to work from home is less likely to concern B2B marketers than those in B2C businesses, a new study shows.
News
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24 February 2020
Big brands could learn some valuable insights by understanding how small businesses leverage Facebook to engage with consumers, according to Mark D’Arcy, the social network’s chief creative officer.
News
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20 February 2020
Marketers in the business-to-business space are often falling short when it comes to developing and activating brand purpose, according to a study led by the Association of National Advertisers (ANA).
Article
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Stephen Whiteside, WARC Exclusive, February 2020
The Association of National Advertisers (ANA) led a survey of business-to-business marketers that sought to understand their use of brand purpose.
Article
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WARC Exclusive, February 2020
Outlines the results of a survey of business-to-business marketers that sought to understand their use of brand purpose.
Case Study
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SABRE Awards, IN2, North America, Best Live Event - Agency, 2020
W2O, a marketing company, created a curated program for the SXSW Interactive Festival in the US to dominate share of voice and reach C-suite and senior healthcare marketing and communications professionals.
Article
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Marie Griffin, ANA Magazine, B2B Marketer, January 2020
B2B marketers are using streaming video, podcasts, and webinars to gauge how different modes can work together to attract and engage their audiences and appeal to different individual preferences.
Article
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John Obrecht, ANA Magazine, B2B Marketer, January 2020
Nearly a decade after its coming out party, content marketing has become a staple for B2B companies, but for all the high hopes and expectations, many challenges remain.
News
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23 December 2019
Chinese tech giants JD and Lenovo are expanding their long-term partnership with plans to launch a business-to-manufacturer (B2M) platform to provide enterprise clients with customised products and services.
Article
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John Obrecht, ANA Magazine, B2B Marketer, December 2019
B2B marketers still face major challenges when it comes to mastering and acting on the vast amount of data they gather.
Case Study
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Data and Marketing Association, Bronze, 2019
RBS, a bank, persuaded business banking customers in the UK to switch by using a comparison website and a data-driven approach to provide them with exclusive offers.
Case Study
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Data and Marketing Association, Gold, 2019
IBM, the computer hardware company, joined forces with lowly Leatherhead FC in the UK to prove IBM Watson's worth to a business audience that includes elite clubs.
Case Study
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Data and Marketing Association, Silver, 2019
L'Oreal Matrix, a haircare brand, built better relationships with salons in the UK by launching a platform that connected stylists and showcased new products.
Research Paper
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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.
Research Paper
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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.
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.
Article
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Michael J. McDermott, ANA Magazine, B2B Marketer, November 2019
The past 20 years have been challenging for B2B marketers who had to keep pace with technology-driven change, but they now need to brace for even more profound change wrought by technology.
Opinion
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Jenny Chan, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Case Study
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Philip Hewitt, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019
Car manufacturer Audi formed a partnership with trade federation Confindustria and promoted it via radio, print and digital to boost awareness and engagement among business leaders in Italy.
