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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 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 shows how communications agency OMD Spain got employees more involved and engaged in using new time-tracking software.

Case Study

This case study describes how Cambridge Analytica, a UK-based data firm, affected Donald Trump's election chances against Hillary Clinton by identifying a group of previously democratic female voters who were persuaded with an ad spot about Trump's opponent, "Can't Run Her House".
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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.


This case study describes how the Asia-Pacific Economic Cooperation CEO Summit used economic data to create a new brand identity for 2015's event in the Philippines.


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.


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, the leading global online employment solution has been innovative in its products and offerings, but how it deployed budgets globally was not as advanced.


Selling profitably to business-to-business companies has become more challenging for vendors as globalisation has dramatically increased sourcing options for buyers.
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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 event report outlines how General Electric, the conglomerate, ensures its marketing remains consistently innovative and surprising.

  4. Article

    This case study explains how Boeing, the American engineering company, built a campaign around its commitment to innovation to engage audiences by studying the effectiveness of previous content.

  5. Article

    This case study describes how Opera Mediaworks and comScore undertook a native video ad effectiveness study in order to provide key best practices for native mobile video.

  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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