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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WARC Best Practice, January 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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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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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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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.
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, Business-To-Business Marketing, Gold , 2019
Cabcharge, a taxi service, created a new value offering to boost its profile among users in Australia.
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.
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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The Communications Council, Bronze, Australian Effie Awards, 2019
Officeworks, a chain of office supplies stores, engaged business owners in Australia by inventing a new word – EOFYTHING – to demonstrate its tax-deductible opportunities.
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.
News
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05 August 2019
Wells Fargo, the financial-services provider, is using smart strategy to deliver an “outsize” return on its investment from its business-to-business marketing.
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
Alibaba has opened access to its B2B marketplace to small- and medium-sized businesses (SMBs) in North America, alongside new features to support the onboarding and marketing efforts of new suppliers, or sellers, on the site.
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.
