B2B audiences

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19% of B2B marketing budgets go to advertising

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of B2B marketing budgets.

How to develop an account-based marketing strategy: An updated guide

Article • WARC Best Practice, September 2021

This article is a best-practice guide to developing an account-based marketing (ABM) strategy, which focuses business-to-business (B2B) marketing on the accounts with the greatest potential for growth over the medium to long term.

B2B marketers use broader range of channels than B2C

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of marketing channels used by B2B and B2C companies.

IBM’s APAC marketing head on how to build a brand from scratch

Article • Josie Tutty, Event Reports, B2B Marketing Leaders Virtual Forum APAC, May 2021

Kyndryl is IBM’s new infrastructure services provider and the tech giant shares how it created the brand on a clean slate.

Gillette: Barber Suraksha Programme

Case Study • Arun Raman, Lavanya M N, WARC Awards for Asian Strategy, Shortlisted, 2021

Grooming brand Gillette devised a supportive engagement initiative that would make a real difference to India's barbers, convert them into allies of the brand and boost share in a previously hard-to-reach segment.

Unilever Food Solutions (UFS): Killer Recipes

Case Study • John Dawson, Nicholas Short, WARC Awards for Asian Strategy, Shortlisted, 2021

Unilever Food Solutions, the condiment brand for restaurants, took its Killer Recipes campaign to a new level to become a supporter rather than a supplier to restaurant owners in China.

Budweiser: Save Pub Life

Case Study • SABRE Awards, IN2, EMEA, 2021

Budweiser, \ beer brand, launched the 'Save Pub Life' campaign in the UK to drive awareness and provide pubs and bars with everything they needed for a successful re-opening after COVID-19 lockdowns.

The CMO’s guide to B2B attribution and reporting

Article • Josie Tutty, Event Reports, B2B Marketing Leaders Virtual Forum, August 2021

Some of Asia’s B2B marketers are finding marketing attribution and reporting to be a challenge, according to the marketing heads of Mercer and Adobe.

Graham's: From our family to yours

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Graham's, the Family Dairy, an independent dairy, continued production during the COVID-19 pandemic in the UK and strove to reduce consumers' anxiety.

Reengineering your event mix for a hybrid future

Article • Josie Tutty, Event Reports, B2B Marketing Leaders Forum APAC, August 2021

The pandemic has placed hybrid events on the same level as physical and digital events and marketers will have to choose when it's right or wrong to use them.

Starling Bank: Breaking the Banks – How a shed helped Starling become the fastest growing business bank in Europe

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Starling, a banking app, increased its number of business accounts in the UK by positioning itself as a digital bank with substance and heart.

LADbible Group: LADx

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

LADbible Group, a social media and entertainment platform, partnered with comedian Jimmy Carr to promote its latest advertising product LADx in the UK.

The Ozone Project: Building the premium digital advertising platform of the future

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

The Ozone Project, an advertising and audience platform, increased revenue in the UK by rebuilding its platform based on trust and fairness.

Turning buyer persona insights into content and campaigns

Research Paper • Julie Schwartz, WARC Best Practice, September 2021

The value of buyer personas is only as good as the messaging, content and sales engagement that they spawn, explains Julie Schwartz, ITSMA.

Apple: The whole working-from-home thing

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Apple, a technology brand, created an ad to drive the consideration of Apple products as a critical business investment in the US.

Next Insurance: Built by business

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, Next Insurance, an insurance brand, launched the campaign 'Built by Business', with the objective to help small businesses get back to work, whilst building brand awareness for the company.

Facebook: Project reinvent

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

During the COVID pandemic in the US, Facebook, a social networking site, launched 'Project Reinvent' with the aim to help small businesses recover, reimagine their marketing and reconnect with their customers.

Addressing pain points when implementing a holistic DTC strategy

Opinion • Scott Rigby, August 2021

Adobe’s Scott Rigby lists the various factors that organisations must consider when launching a DTC e-commerce strategy.

Brut: Elevator Pitch

Case Study • SABRE Awards, Africa, 2021

Brut, a men's grooming and fragrance brand, embarked on a journey to better the circumstances of small business owners in South Africa by helping them how it matters most: by investing cash into their businesses.

Addressing mental availability is more important than brand rejection for B2B marketers

Article • Stephen Whiteside, Event Reports, LinkedIn/B2B Institute webinar, August 2021

Research by the B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute has identified a mental availability issue for business-to-business players.

How business-to-business marketers can become true “growth drivers”

Article • Stephen Whiteside, Event Reports, ANA Masters of B2B Marketing, July 2021

Research by agency Stein IAS, in conjunction with consultancy The Effectiveness Partnership and WARC, has identified the traits and capabilities of top-performing business-to-business brands.

How B2B brands grow: Insights from The B2B Institute and the Ehrenberg-Bass Institute for Marketing Science

Article • Stephen Whiteside, Event Reports, ANA Masters of B2B Marketing Conference, July 2021

Research by The B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute for Marketing Science has shown that driving mental availability is a critical task for business-to-business (B2B) marketers.

Can firm innovativeness affect performance? The role of external involvement

Research Paper • Yi Li, Gang Li, Ying Zhang, Jinpeng Xu, Int. Journal of Market Research, Vol. 63, No. 4, 2021, pp. 514-534

This research attempts to complement ongoing discussions on the effects of firm innovativeness on performance and explain the role of external involvement in the relationship between firm innovativeness and performance in B2B settings.

B2B marketing for a multicultural audience

Opinion • Ibon Iraola, August 2021

Digitas’ Ibon Iraola breaks down six strategies for B2B marketers to an increasingly diverse universe of small- and medium-sized business (SMB) owners.

Three Ireland: The Connected Island

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2021

Three, a telco brand, launched its campaign The Connected Island to bring innovative networking and technology to the isolated Irish island of Arranmore and reverse over 150 years of emigration.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
What we know about business-to-business marketing

Article • WARC Best Practice, April 2021

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.
Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.
How to create a B2B marketing strategy

Article • 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.
What's working in social

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in social.
Turning buyer persona insights into content and campaigns

Research Paper • Julie Schwartz, WARC Best Practice, September 2021

The value of buyer personas is only as good as the messaging, content and sales engagement that they spawn, explains Julie Schwartz, ITSMA.