Article
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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.
Article
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WARC Best Practice, December 2019
This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.
Article
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Peter Matthews, WARC Best Practice, February 2019
Explores how B2B marketers can harness the opportunity to strengthen their relationships with their clients by clarifying and revitalising what they stand for.
Article
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Bev Burgess, WARC Best Practice, July 2017
This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.
Article
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Geoffrey Precourt, Event Reports, Association of National Advertisers, Today’s B2B Buying Realities Conference, September 2020
Business-to-business (B2B) marketing has been transformed by the COVID-19 pandemic, as old norms are replaced by greater flexibility and openness.
News
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09/10/2020
Content marketing, the means of reaching audiences and engaging with them, is perhaps as important now during a global pandemic than ever before, yet a new survey suggests business-to-business (B2B) marketers have some important challenges to ...
News
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29/09/2020
A UK-government-backed campaign is to be launched this autumn aimed at profiling some of the country’s leading advertising and marketing brands.
Article
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Brian Carruthers, Event Reports, MRS FMCG Research Conference, July 2020
This article looks at how analysis of unstructured data can help target a hard-to-reach audience.
News
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02/09/2020
The subscription-based model of LegalVision has helped it become the fastest-growing law firm in the Asia-Pacific region; it has been described as the “Netflix of legal advice” because of the way it is disrupting the industry.
Case Study
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ShiQi Lee, Mark Haycock, Adrian Adshade, WARC Prize for Asian Strategy, Entrant, 2020
HSBC CMB, the business bank, pivoted from a traditional banking giant into a major player in online lead generation in the SME market in Singapore.
Case Study
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Alex Zhang, Valerie Wang, Xiewei Tai, WARC Prize for Asian Strategy, Entrant, 2020
Hong Kong airline Cathay Pacific used programmatic social media to reframe its Business Class offering to drive awareness, consideration and sales.
Case Study
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Sayami Podder, Nikita Mehta, WARC Prize for Asian Strategy, Entrant, 2020
Castrol India wanted to drive brand affinity and preference among mechanics as they, rather than end consumers, are the key decision-makers in engine oil purchase.
Case Study
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Nicholas Short, John Dawson, WARC Prize for Asian Strategy, Entrant, 2020
Internet-related services company Google created an online resource bank to boost engagement and establish its position as the key B2B partner for exporters in China.
Case Study
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Vanilla Qian, Nicholas Short, Nancy Ting, Blair Chen, WARC Prize for Asian Strategy, Entrant, 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.
Case Study
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Rasika Fernandes, Sai Karthik, WARC Prize for Asian Strategy, Entrant, 2020
Online platform Udaan created a multimedia campaign, backed by on-ground activity, to promote the value of its online marketplace app to India's neighbourhood retailers.
Case Study
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Ian Dolan, Jordan Heathfield, WARC Prize for Asian Strategy, Entrant, 2020
HP China used a data partnership with Tencent to identify and engage prospects for its ZHAN business laptop in its target audience of small to medium-sized business (SMB) owners; its goals were to drive B2B sales, grow ZHAN Club membership and increase brand affinity among SMB.
Article
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Low Lai Chow, Event Reports, Adobe Experience Makers Live, July 2020
Legal services supplier LegalVision adopted a subscription business model.
Article
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Jill Coomber, WARC Best Practice, August 2020
Provides some practical tips for effective B2B messaging.
Case Study
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Marketing Society UK, The Brave Awards, Winner, Business to Business, 2020
Diageo, an alcoholic drinks company, pioneered a global digital ecosystem to educate and inspire bar professionals all over the world to increase sales of Diageo brands within their bars.
Case Study
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Case Studies on WARC, 2019
German software corporation SAP launched the new category of Experience Management with a campaign that used psychographic targeting to reach its audience of business travellers.
News
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10/07/2020
A new report from the Institute for Practitioners in Advertising establishes a framework for B2B marketers to build trust with the finance division of their organisations for more effective marketing and greater influence.
Case Study
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Soumitra Pal, WARC Prize for MENA Strategy, Entrant, 2020
Vehicle manufacturer Tata Motors created a digital and on-ground Ramadan campaign to affirm its position as a full-range commercial vehicle player and build brand love in the Middle East.
Case Study
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SABRE Awards, Diamond, EMEA, 2020
HSBC, a banking brand, developed a strategic global campaign that leveraged Kantar research to drive behaviour change among target audiences through multiple channels.
Case Study
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SABRE Awards, Gold, EMEA, 2020
Mantsinen, a company of material handlers and logistics services, encouraged business decision makers to invest in its hydraulic material handling machine in Finland by getting teen artists to use it to create unique paintings.
Case Study
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SABRE Awards, Gold, EMEA, 2020
Hectare Agritech, an agritech innovation start-up, created Tinder for cows, called Tudder, which matched farmers with livestock and led them to its SellMyLivestock platform to increase users in Europe.
