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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.

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