B2B audiences

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B2B marketing: IT loses tech gatekeeper crown

News • 12 January 2021

New research from LinkedIn shows that the IT department is no longer the primary decision-maker on B2B tech purchases.

Account-based marketing: It's not what you think it is

Opinion • Michelle Thomas and Charles Baker, December 2020

Digitas strategists Michelle Thomas and Charles Baker identify the seven areas to look for in a business-to-business account-based marketing request for proposal.

How NI sustained demand generation in the absence of live events

Article • Brian Carruthers, Event Reports, DMWF Virtual, September 2020

When the pandemic led to the cancellation of its flagship event, test and measurement company NI had to rethink not just the event itself, but the entire marketing approach built around it.

HP: HP For Business Webinar Partnership

Case Study • Yem Meng Chong, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

HP, the technology company, helped small business owners navigate their sudden dependence on digital solutions due to Covid-19 with a webinar partnership in Malaysia.

What’s working in tech and electronics

Article • WARC Category Intelligence, December 2020

Global strategies, campaign updates and trends in the tech and electronics category.

HP: Future X – The Future of Work

Case Study • Bella Handfield, Scindya Datt, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

HP, the technology company, launched its Elite Dragonfly laptop in Singapore, Korea, Australia and India with the Future X content series.

Understanding the next generation of B2B buyers

News • 07 December 2020

Millennials are responsible for a growing number of business-to-business (B2B) purchases, and marketers need to reflect their particular values and habits.

Dawn Foods: The voice of the customer

Research Paper • MRS Awards Papers, Finalist, MRS Award for Business-to-Business Research, 2020

Dawn Foods, a bakery manufacturer and ingredients supplier, created an international online community to gain key customer insights.

IGNITE: IGNITE PH – an innovation in conferences

Case Study • Gio Gatchalian, Carlo Samaniego, Angelica Gahoy, Carina Rigor, WARC Media Awards, Entrant, Effective Use of Tech, 2020

IGNITE, the innovation conference, helped the startup industry flourish through its high attendance and participation rates in the Philippines.

AT&T: Foundations for 5G

Case Study • Jason Jahn, WARC Media Awards, Entrant, Effective Use of Tech, 2020

AT&T Business, the telecommunications company, created a unique content series to showcase the benefits of upgrading to 5G in the US.

Grab: Homegrown Heroes

Case Study • Carl Daji, Adeline Kwek, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Food delivery brand GrabFood revamped its app to support thousands of vulnerable small businesses in Southeast Asia and reverse negative perceptions around its service.

Shell’s marketing efforts demonstrate the power of 'business-to-human' marketing

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing Week, October 2020

Shell, the energy giant, has used a ‘business-to-human’ marketing strategy to connect around issues that are often viewed through a strictly business-to-business lens.

Shell marketing chief: deep insights have critical role in B2B marketing

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2020

Business-to-business (B2B) marketers should give deep, human insights the same exalted status as consumer brands do in developing their campaigns.

B2B marketers need to enhance brand building

News • 25 November 2020

Business-to-business (B2B) marketers need to heighten their focus on building brands instead of relying on short-term activation, according to a study by The B2B Institute, a think tank supported by LinkedIn, the business-orientated social network.

SAP: The Future of Marketing has Feelings

Case Study • Fabian Preiss, WARC Media Awards, Bronze, Best Use of Data, 2020

Multinational software company SAP adopted a multimedia approach to promote awareness of a new software category among B2B decision makers in Germany and establish itself as the leading force in this field.

AT&T: Custom Growth Guides

Case Study • Jason Jahn, WARC Media Awards, Entrant, Best Use of Data, 2020

AT&T Business, the telecommunications company, used a targeted content series to engage midsize businesses in the US.

Bain & Co. positions loyalty as key to B2B customer longevity … and profit

Article • Geoffrey Precourt, Event Reports, ANA Masters of B2B Marketing, October 2020

Bain & Co., the consultancy, has established that business-to-business (B2B) firms with strong customer loyalty have various advantages for long-term success.

Meet the BETAs, the next generation of B2B decision-makers

Article • Stephen Whiteside, WARC Exclusive, November, 2020

The B2B Institute, a think tank, and GWI, the research firm, surveyed marketers in ten countries to understand how younger executives will shape the future of the business-to-business (B2B) sector.

Three mega-trends for B2B marketing in the next decade

Article • Stephen Whiteside, Event Reports, B2B World Fest, November 2020

The B2B Institute, a think tank funded by LinkedIn, the business-orientated social network, has outlined three major trends that it believes will shape business-to-business marketing in the next decade.

HSBC: Global B2B – Prime 2019

Case Study • Angus Bannerman, Mark Newton, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Global banking brand HSBC used a multichannel approach, based on asserting and building mental associations, or 'forward encoding', to grow awareness of its services in the international business-to-business arena.

Airbus: The Sustainable Flight

Case Study • Filipe Gouveia, Lucy Skorodelova, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Aerospace company Airbus used a multi-channel campaign in the APAC region to cut through trade show clutter and grab the attention of decision makers in the aerospace industry.

Why B2B brands need to learn from tech companies about customer experience

News • 17 November 2020

Brands that offer the best B2B customer experience (CX) are usually tech firms, new research shows.

HSBC: Reclaiming leadership, one touchpoint at a time

Case Study • ShiQi Lee, Mark Haycock, Adrian Adshade, WARC Media Awards, Bronze, Effective Channel Integration, 2020

Commercial bank HSBC CMB Singapore created customised messaging and content to grow its share of the SME market and change its focus to online acquisition.

#AmazonFestiveYatra | Amazon Good for India

Case Study • SABRE Awards, Gold, South Asia, 2020

Amazon, an e-commerce company, increased sales in India by launching an Amazon festival that used a house on wheels decorated with products from Amazon sellers to showcase the variety it has to offer.

Cheil Worldwide makes e-commerce debut with GETTT and ‘rent before you buy’ concept

News • 12 November 2020

Cheil Worldwide has launched its own e-commerce platform named GETTT in South Korea, offering a rental-based way for consumers to try out new products.

What we know about business-to-business marketing

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.
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.
Binet and Field: Effectiveness lessons in B2B

Article • 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.
B2B and B2C marketers are starting to follow the same playbook

Article • John Obrecht, ANA, B2B Marketer, November 2019, pp. 0-0

The long-expected convergence of B2B and B2C marketing is gaining momentum as business and consumer buyers show increasingly similar behaviors, notes a report by Forrester.
Ehrenberg-Bass on how the ‘Laws of Brand Growth’ can deliver short and long-term gains across categories

Article • Jo Bowman, WARC Exclusive, November 2019

Professors Jenni Romaniuk and John Dawes of the Ehrenberg-Bass Institute answer questions about the Laws of Growth and how to use them.
The B2B purpose paradox: How purpose powers business-to-business growth

Article • WARC Exclusive, February 2020

Outlines the results of a survey of business-to-business marketers that sought to understand their use of brand purpose.