This case study looks at how American Express found success with its Small Business Saturday campaign in the US and how it grew into a social movement for local community businesses and gained the support of a US President.
Part of the Marketer’s Toolkit 2022, this Future Thinking report examines five emerging metrics, frameworks and concepts that we believe will be most important in helping to drive marketing effectiveness in 2022 and beyond.
Antonia Wade, Global CMO at PwC will be chairing the Business-to-Business category of the 2022 WARC Awards for Effectiveness . Here she talks about how B2B companies need to market at both organisation and individual level, the trends that have been accelerated by the pandemic, and what she’s looking for in this year’s entries.
Simon Collister and Cristina de Balanzo, December 2021
Neuroscience helps to confidently predict a campaign’s effectiveness, before it launches, says Simon Collister PhD, Director of Unlimited’s Human Understanding Lab and Cristina de Balanzo, Ph.D. Director at Walnut Unlimited.
Amid market disruptions, B2B (business-to-business) organisations need to take a defensive approach to retain and expand relationships with existing customers and acquire new customers to protect and grow their revenue, say Forrester principal analysts Renee Irion and Rani Salehi at the Forrester B2B Summit APAC.
Brian Carruthers, WARC Exclusive, December 2021
The B2B buying journey is increasingly complex, with more channels, more people involved from more functions, more interactions – all of which affects the sort of content that marketers need to put out and where they put it.
2021 has been a turbulent year for B2B marketers from a data perspective. Jon Clarke of Cyance reviews the current landscape and shares his thoughts on how the data landscape will shift in 2022 and how B2B marketers can capitalise.
John Dawson, Nicholas Short, WARC Media Awards, Bronze, Best Use of Data, 2021
Unilever Food Solutions, a professional brand serving chefs and the restaurant industry used a data-driven strategy combining B2B and B2C elements to move its Killer Recipes campaign forward and tempt young diners back into restaurants in China.
Hewlett Packard Enterprise (HPE), a software company, engaged IT decision makers in the healthcare sector in the US by creating a digital banner campaign that used x-ray images to show problems it could help fix.
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.