Article
•
WARC Best Practice, April 2020
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
•
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
•
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
•
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.
Article
•
Brian Carruthers, Event Reports, IAB research webinar, April 2020
LinkedIn undertook research into the top-performing videos on the platform across EMEA to understand what works best.
Opinion
•
Barry Silverstein, June 2020
For the last few years, in marketing circles and beyond, the latest iteration of corporate good has been ‘purpose’.
Case Study
•
Design Business Association, Design Effectiveness Awards, Gold, 2020
Mother, a food and drink vending machine brand, launched its healthy vending machine across the UK with a design that used touchscreen technology to show consumers the nutritional information of their decisions.
Case Study
•
Design Business Association, Design Effectiveness Awards, Silver, 2020
TrueStart, a coffee brand, expanded its distribution from sports-focused retailers to on-trade and its own café bar by creating the Wild for Life brand strategy and packaging design in the UK.
Case Study
•
Design Business Association, Design Effectiveness Awards, Gold, 2020
Flawsome, a juice brand, redesigned its packaging and changed its name from Get Wonky in the UK to better promote its products made from flawed fruits and vegetables that would otherwise be wasted.
Case Study
•
Design Business Association, Design Effectiveness Awards, Bronze, 2020
Anglian Water, a water company, designed an event to show stakeholders in the UK what the future would look like without action.
Case Study
•
SABRE Awards, Gold, North America, 2020
PagerDuty, a computer software company, increased brand awareness in the US by creating a two-pronged campaign that publicised news tied to digital transformation.
Case Study
•
SABRE Awards, Gold, North America, 2020
Cisco, a multinational technology conglomerate, created the Internet for the Future event in the US to show its positioning as a leader in the future of technology.
Case Study
•
SABRE Awards, Silver, North America, 2020
Global Strategy Group, a public relations company, helped brands and the C Suite in the US lead with purpose by creating a platform that brings together industry leaders to discuss best practices.
Article
•
Geoffrey Precourt, WARC Exclusive, May 2020
GE Healthcare Partners, a unit of General Electric focused on providing solutions and services to organizations focused on healthcare, is putting client stories at the heart of its marketing.
Opinion
•
Megha Ahuja, May 2020
Carat's Megha Ahuja argues out that despite the gloom over India's economic outlook, SMBs are now getting serious about digital transformation thanks to COVID-19 and therein lies an opportunity for B2B marketers.
Article
•
Biswapriya Bhattacharjee, WARC COVID-19 Series, May 2020
Kantar’s Biswapriya Bhattacharjee outlines how brands can better engage Micro, Small & Medium Businesses in India as COVID-19 continues to disrupt operations.
Case Study
•
Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang, WARC Awards, Entrant, Effective Content Strategy, 2020
Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.
Case Study
•
Soumitra Pal, WARC Awards, Entrant, Effective Content Strategy, 2020
Vehicle manufacturer Tata Motors created a digital and on-ground Ramadan campaign to affirm its position as a full-range commercial vehicle player and build brand love in the Middle East.
Case Study
•
Alice Miller, WARC Awards, Entrant, Effective Social Strategy, 2020
Multinational information technology company Hewkett-Packard ran an outreach and awareness campaign in Europe and South Africa.
Case Study
•
Rowan Joshua Dimaculangan, WARC Awards, Entrant, Effective Content Strategy, 2020
Philippines-based telco and service provider brand Globe Business used a multi-channel campaign to encourage its customers to discover their own purpose, and to look beyond numbers and gains.
Case Study
•
Courtney Lock, WARC Awards, Bronze, Effective Content Strategy, 2020
Engineering, design and advisory company, Aurecon, harnessed the power of the podcast to strengthen its brand and widen its audience in Australia, New Zealand, Asia and the Middle East.
Opinion
•
Lucy Aitken, April 2020
There is much to be learned from Small Business Saturday, says WARC’s Lucy Aitken. A 2010 social-first initiative from American Express became an annual event to help out local enterprises in the US and the UK.
News
•
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
•
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
•
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).
