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Business & industrial

Business & industrial covers categories such as business services and manufacturing. Generally these are not big spenders on consumer marketing. However, many companies in this sector engage in business-to-business (B2B) marketing, with a focus on lead generation and customer experience. A growing number of B2B marketers are looking at digital strategies, including online content.

Key Reading

Important papers from across the Warc database

This Best Practice paper argues that most B2B companies are yet to master the basics of creating great customer experiences. Using the results of interviews with executives at 28 companies, the paper sets out three key best practices in customer experiences.
Results from research into B2B digital marketing that shows how budgets are being used.
The key ways in which B2B differs from B2C marketing: different market size, processes and relationships.
Event report that looks into the value of owning rather than renting media for a B2B brand.
The challenges B2B marketers face in content marketing, arguing that in-house teams often work best.

Case Study

This case study explains how social justice firm Maurice Blackburn used an integrated storytelling campaign to raise awareness of its work in Australia.

Case Study

This case study describes how Sapience HR, a human resource and personnel consultancy service, rebranded itself to stand out and increase client spend as well as new clients in the UK.

Case Study

This case study describes how Wilson Browne solicitors, specialising in private client and commercial law, rebranded itself in the United Kingdom having left a national umbrella network.

Case Study

This case study describes how Polyseam, a UK-based sealant and filler manufacturer, developed the branding for its new all-in-one adhesive and sealant by creating a range of simple, boldly designed products that leveraged the building trade's trust in the brand.

Case Study

This case study explores how the Belgian branch of JC Decaux, the OOH media owner, showed marketing directors that outdoor is still effective, by putting a photo of each targeted marketing director on a billboard.

Case Study

This case study describes how technology company Lockheed Martin connected with STEM students in the US, through a group virtual reality experience.
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Research Paper

This study from NFU Mutual, a rurally-focused insurance company, details how the company tailored communications to farmers in order to give more farmers a succession plan to keep their holdings alive.

Article

This event report outlines how General Electric, the conglomerate, ensures its marketing remains consistently innovative and surprising.

Article

This article describes how a power supply business used the Net Promoter Score metric to drive customer focus throughout the company and consolidate its global market leadership, resulting in greatly improved customer satisfaction, sales and profits.

Article

This event report shows how General Electric (GE) has used content marketing to build consumer relationships, awareness and interest in its brand.

Research Paper

This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer.

Article

Selling profitably to business-to-business companies has become more challenging for vendors as globalisation has dramatically increased sourcing options for buyers.

Article

Identity, work patterns, and cities are the focus of ‘Technology 2020: Public Worlds’. The Futures Company report examines issues of identity related to the internet, with a focus on complex relationship between privacy and security.
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  1. Article

    This case study shows how Australian swimming pool builder, Narellan Pools, accelerated business growth by using Big Data to target customers at the precise times they were most likely to buy a pool, with creative focused on the "first dive in moment", identified as a powerful motivator in buying.

  2. Article

    This case study shows how Narellan Pools, a pool-building brand, used in-depth data mining to source the main drivers for pool purchasing in Australia and increase its sales.
  3. Article

    This article provides excerpts from the winning case studies of the 2016 David Ogilvy Awards, including campaigns from Nestle, Boeing and Ontario Women's Directorate.

    • The David ...
  4. Article

    This case study shows how Rolls-Royce, an engineering company, increased its brand profile and consumer engagement in the UK by drastically improving its online presence.

  5. Article

    This event report outlines how General Electric, the conglomerate, ensures its marketing remains consistently innovative and surprising.

  6. Article

    This event report addresses why consumers share brand and publisher content on social media, based on data and insights from Shareablee.

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