B2B audiences

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B2B organisations need better support from their agencies

Opinion • Simon Woolley, February 2021

B2B organisations are proactively plotting brand stretch and moves into new geographies and industries in 2021, but their PR and Marketing agencies aren’t on the same page, says Simon Woolley.

The importance of leveraging data for large B2B marketers

News • 11 February 2021

Access to data – particularly first-party data – is a major advantage for established B2B players, but according to a survey of B2B marketers by McKinsey, this asset is under-utilized.

B2B seeing better ROI from videos but challenges remain

Data • Rob Clapp, WARC Data Points, February 2021

An overview of video content for B2B marketers, how ROI has changed for them and the challenges they face.

McKinsey report: The importance of leveraging data for large B2B marketers

Article • McKinsey & Company, Research on WARC, February, 2021

This report, “The data gambit: How large B2B companies can outmaneuver start-ups,” is based on a McKinsey survey of B2B marketers and a cross-sector review of case studies.

B2B comes of age as marketers find new opportunities

News • 03 February 2021

B2B marketing is undergoing a transformation as businesses innovate and experiment with their media choices, including a newfound interest in digital audio, a new WARC study in association with audio streaming service Spotify finds.

Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.

Three-quarters of TV ads deliver no growth for B2B brands. Here’s how to escape that trap

Article • Stephen Whiteside, WARC Exclusive, February, 2021

Seventy-five percent of TV ads in the business-to-business (B2B) category fail to deliver growth, according to a study by The B2B Institute, a think tank supported by LinkedIn, business-orientated social network, and System1, the research firm.

Adoption of services and apps on mobile phones by microentrepreneurs in Sub-Saharan Africa

Research Paper • Leonard J. Paas, Emiel L. Eijdenberg and Enno Masurel, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 27-42

This article shows that acquisition pattern analysis is highly suited for research in developing economies.

Ambitious about Autism: The world has turned upside down

Case Study • DMA (UK), Bronze, 2020

Ambitious about Autism, a charity, launched a storybook that explained lockdown to children affected by autism in the UK to better support them and their families during the pandemic.

D&AD: Masterclassics

Case Study • DMA (UK), Silver, 2020

D&AD, an educational organisation that promotes excellence in design and advertising, reached senior creative leaders in the UK by sending a torn-out page of their work to highlight where their hard work begins and ends up.

BrandZ: Graphic Novel

Case Study • DMA (UK), Bronze, 2020

WPP BrandZ, a brand equity database, launched a Graphic Novel packed with client engagement opportunities and examples of data-generated creativity to better tell its brand story.

Back to business and basics

Opinion • Faris Yakob, January 2021

Business to business advertising reinforces a strange cognitive division made between professional and consumer advertising, where creativity is encouraged for one and discouraged for the other - this is wrong, argues Faris Yakob. Building strong brands to justify prices makes a lot more profit than growing volume.

ROCKWOOL: The 7 Strengths of Stone – Test Series

Case Study • DMA (UK), Gold, 2020

Rockwool, a British mineral wool insulation manufacturer, saw unprecedented levels of engagement with its video-based campaign The 7 Strengths of Stone.

B2B marketing: IT loses tech gatekeeper crown

News • 12 January 2021

New research from LinkedIn shows that the IT department is no longer the primary decision-maker on B2B tech purchases.

Can a pivot to digital bring sales and marketing into better alignment?

Article • Marie Griffin, ANA, B2B Marketer, January 2021

Despite a constant chorus to embrace an increasingly post-digital world, some aspects of B2B marketing remain stubbornly resistant to change.

Despite cutbacks, CMOs remain more optimistic than CEOs

Article • Ryan Dinger, ANA, B2B Marketer, December 2020

The Gartner 2020 CMO Spend Survey found that 73% of the respondents expect the short-term negative impact of COVID-19 to be short-lived whereas the World Economic Forum survey of CEOS, found that 60% believe there will be a U-shaped recession.

Account-based marketing: It's not what you think it is

Opinion • Michelle Thomas and Charles Baker, December 2020

Digitas strategists Michelle Thomas and Charles Baker identify the seven areas to look for in a business-to-business account-based marketing request for proposal.

How NI sustained demand generation in the absence of live events

Article • Brian Carruthers, Event Reports, DMWF Virtual, September 2020

When the pandemic led to the cancellation of its flagship event, test and measurement company NI had to rethink not just the event itself, but the entire marketing approach built around it.

What’s working in tech and electronics

Article • WARC Category Intelligence, December 2020

Global strategies, campaign updates and trends in the tech and electronics category.

HP: HP For Business Webinar Partnership

Case Study • Yem Meng Chong, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

HP, the technology company, helped small business owners navigate their sudden dependence on digital solutions due to Covid-19 with a webinar partnership in Malaysia.

HP: Future X – The Future of Work

Case Study • Bella Handfield, Scindya Datt, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

HP, the technology company, launched its Elite Dragonfly laptop in Singapore, Korea, Australia and India with the Future X content series.

Google: The One Google Project

Case Study • John Dawson, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Google was able to power the global ambitions of Chinese small and medium-sized businesses by using B2C tactics in a B2B campaign, increasing both brand awareness and performance effects.

Dawn Foods: The voice of the customer

Research Paper • MRS Awards Papers, Finalist, MRS Award for Business-to-Business Research, 2020

Dawn Foods, a bakery manufacturer and ingredients supplier, created an international online community to gain key customer insights.

Understanding the next generation of B2B buyers

News • 07 December 2020

Millennials are responsible for a growing number of business-to-business (B2B) purchases, and marketers need to reflect their particular values and habits.

AT&T: Foundations for 5G

Case Study • Jason Jahn, WARC Media Awards, Entrant, Effective Use of Tech, 2020

AT&T Business, the telecommunications company, created a unique content series to showcase the benefits of upgrading to 5G in the US.

What we know about business-to-business marketing

Article • WARC Best Practice, April 2020

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.
How to create a B2B marketing strategy

Article • Vincent Rousselet, WARC Best Practice, June 2019

Looks at the creation of a B2B marketing strategy, highlighting what is the same and what is different between B2C marketing and marketing aimed at selling to businesses.
Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.
Binet and Field: Effectiveness lessons in B2B

Article • Brian Carruthers and Aron Hayes-Davidson, Event Reports, IPA EffWeek, October 2019

Looks at research from Les Binet and Peter Field into how marketing effectiveness works in B2B.
B2B and B2C marketers are starting to follow the same playbook

Article • John Obrecht, ANA, B2B Marketer, November 2019, pp. 0-0

The long-expected convergence of B2B and B2C marketing is gaining momentum as business and consumer buyers show increasingly similar behaviors, notes a report by Forrester.
What’s working in tech and electronics

Article • WARC Category Intelligence, December 2020

Global strategies, campaign updates and trends in the tech and electronics category.