Advertising best practice, evidence and insights

Article • Lena Roland, WARC Exclusive, May 2021

Discusses the similarities in B2B and B2C marketing best practice, the role of emotion in B2B marketing and the new generation of B2B buyers reaching leadership positions.

Changing channels in B2B

Article • Corinne Sklar, Jorrit DeVries and Alyssa Hennessy, WARC Webinars, April 2021

Corinne Sklar, Chief Marketing Officer at IBM iX, Jorrit DeVries, Global Category Development Officer at Spotify, and Alyssa Hennessy, Media Strategist at LinkedIn discuss the future of B2B marketing in the tech and telco space, the trends to watch, and how to adapt for a stronger B2B brand.

Overcoming the B2B sales/marketing chasm with Influencer Mapping

Article • Gilmar Wendt, WARC Best Practice, April 2021

Gilmar Wendt, principal, GW+Co, introduces Influencer Mapping, a framework that helps align the sales and marketing functions, giving each more visibility on each other’s strategic goals and decisions, so that more of them may be shared.

İşbank: İşCep Marketplace

Case Study • MMA Smarties, Gold, EMEA, 2020

Isbank, a banking brand, launched the IsCep Marketplace ecosystem with the objectives of increasing Marketplace usage and the number of IsCep users.

İşbank: Pay to the Future - Geleceğe Öde

Case Study • MMA Smarties, Silver, EMEA, 2020

Isbank, a banking brand, created a new platform called Gelecege Ode (Pay to the Future) to financially assist small- and medium-sized enterprises (SMEs).

What we know about business-to-business marketing

Article • WARC Best Practice, April 2021

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.

İşbank: Maximum İşyerim App

Case Study • MMA Smarties, Silver, EMEA, 2020

Isbank, a banking brand, increased downloads of its digital payment app Maximum Isyerim in Turkey by utilising local news sites and industry-related websites.

İsbank: Linkle Tahsilat

Case Study • MMA Smarties, Bronze, Turkey, 2020

Isbank, a financial services brand, launched its new digital payment system, Pay by Link, in Turkey.

What marketers can learn from startups responding to crisis

Article • Jann Schwarz, Research on WARC, April 2021

Alison Lange Engel, a B2B Institute Research Fellows, gives her frontline insights into the startup space and what lessons there are for marketers and business leaders.

The objectivity trap: On the biases and misconceptions that cause us to all undervalue B2B marketing

Article • Research on WARC, April 2021

Looks at how marketers can question presumptions and challenge norms, not to increase disruption, but in the face of disrupted times to find new tactics for business success.

Work in BETA: The rising B2B decision makers

Article • Research on WARC, April 2021

Reveals findings from a study by GWI and the B2B Institute of the changing behaviors and attitudes of 17,000 knowledge workers in ten markets focusing specifically on those aged 21 to 40.

Marketing to the CFO: The way back to value for marketers

Article • Research on WARC, April 2021

Outlines the great variation in connection between marketing and finance in companies across the B2B sector.

The 5 principles of growth in B2B marketing: Empirical observations on B2B effectiveness

Article • Research on WARC, April 2021

Presents Les Binet and Peter Field's findings on the core principles of B2B marketing.

How marketing leaders can start to prepare for the path forward

Article • Jann Schwarz, Research on WARC, April 2021

A conversation with McKinsey partner Michael Betz, one of the Institute’s Research Fellows that discusses the appropriate response to the coronavirus pandemic.

2030 B2B trends: Contrarian ideas for the next decade

Article • Research on WARC, April 2021

Looks at the key trends that will shape the future of B2B marketing and decision making over the next decade.

Advertising in a recession

Article • Peter Field, Research on WARC, April 2021

Looks at how to advertise during an economic downturn.

What should ads look like in the time of recession?

Article • Orlando Wood, Research on WARC, April 2021

Explores the effectiveness of advertising during an economic downturn.

Trust in a time of uncertainty

Article • Research on WARC, April 2021

Examines how responding in uncertain times requires investing in trust alongside a clear brand purpose and strategy that supports all stakeholders.

Three key lessons for B2B marketers from the B2C space

Opinion • Lena Roland, April 2021

The new WARC Guide to Rethinking B2B Marketing outlines several forms of disruption that are reshaping this discipline. Lena Roland, Managing Editor, WARC.com, examines how learning from the consumer space might be a valuable driver of business-to-business success.

Marketing to accounts, marketing to industries: A B2B perspective

Article • Kevin Arsham, WARC Exclusive, April 2021

Kevin Arsham, Partner, B2B Specialist at MediaCom, argues that a balanced strategy is crucial in B2B marketing.

Getting ahead of the curve amid the consumerisation of B2B marketing

Article • Rafael Martin and Staffan Holgersson, WARC Exclusive, April 2021

With the traditional B2B marketing playbook in need of a refresh, marketers need a new approach to channel planning, say global media agency Essence’s Rafael Martin and Staffan Holgersson.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

Why is B2B marketing so irrational? Buyers have feelings too

Article • Sonia David and Bill Zengel, WARC Exclusive, April 2021

ANA Business Marketing Practice’s Sonia David and Bill Zengel, explore how leading B2B marketers are using emotion, purpose and problem solving to reach a new generation of business buyers.

How B2B brands are successfully making the shift to selling online

Article • Susie Sroka and Marcus Lambert, WARC Exclusive, April 2021

The authors outline the way some leading B2B brands have overcome the challenges of selling online, and explain how they applied some of this practice in their own work with a healthcare business.

B2B or C, the answer should always involve Creative Publicity

Article • Wiemer Snijders, WARC Exclusive, April 2021

Summarises the most fundamental patterns in buying behaviour, and how they also manifest themselves in B2B categories.

B2B audiences