Rethinking B2B marketing
This article is part of a series of articles from the WARC Guide to rethinking B2B marketing. Read more.
We are living in a time where change is the only constant – categories are converging, business lines evolving, new types of companies emerging – and the pandemic has only accelerated the pace. Brands need to ready themselves for new market opportuni It works the other way as well, with B2C companies now offering B2B services, like Singapore startup Sharent which pivoted from offering a platform for individuals to share underutilised goods with other individuals (such as baby prams), to expanding to businesses allowing them to rent their underutilised machines or spaces to other businesses.