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The WARC Guide to rethinking B2B marketing


The full deep-dive deck into rethinking B2B marketing is exclusively available to WARC subscribers.

This WARC Guide provides a summary of new thinking and best practice on rethinking B2B marketing, including:

  • Why it matters
  • B2B and B2C similarities
  • Building a B2B brand
  • A new generation of decision-makers

Download the sample report

WARC Talks

Changing channels in B2B

Jorrit DeVries, Global Category Development Officer at Spotify, discusses the future of B2B marketing in the tech and telco space, the trends to watch, and how to adapt for a stronger B2B brand.

Jorrit DeVries
Wednesday 28th April, 5pm GMT / 12pm EST / 9am PST

Register now

Contributing articles

Managing mixed brand portfolios in a time of experimentation and flux: a case for the Masterbrand

Author Remona Duquesne
Company brandgym

B2B or C, the answer should always involve Creative Publicity

Author Wiemer Snijders
Company The Commercial Works

Why is B2B marketing so irrational? Buyers have feelings too

Authors Sonia David and Bill Zengel
Company ANA

Revisioning your B2B campaign for China: Strategies, tactics and tools

Authors Mike Golden
Company Brandigo

Marketing to accounts, marketing to industries: A B2B perspective

Author Kevin Arsham
Company Mediacom

How B2B brands are successfully making the shift to selling online

Authors Susie Sroka and Marcus Lambert
Company Omobono

Networking and conferences in a post-covid world

Authors Lena Petersen and Brett Kassan Smith
Company MediaLink

Getting ahead of the curve amid the consumerisation of B2B marketing

Authors Rafael Martin and Staffan Holgersson
Company Essence

How Lenovo shaped marketing strategy for its service-led transformation

Author Bhaskar Choudhuri
Company Lenovo

Cracking the code of Inspiration: An inspiring B2B brand is always on the consideration list

Author Nina Mullen
Company Wunderman Thompson

Author Q&A playlist

The complete WARC Guide playlist of Q&As with expert authors.

The WARC Guide to shoppable media

Read the summary deck on shoppable media, which looks at online shopping as a form of entertainment and brands that are ahead of the curve.

View the complete Guide

The WARC Guide to communicating value

Read the summary deck on communicating value, which looks at brand building and brand advertising as vital tools for creating and maintaining a perception of value.

View the complete Guide

The WARC Guide to new research in marketing

Read the summary deck on new research in marketing, which looks at how the ‘messy middle’ provides new insight into the role of marketing in an age of e-commerce and the ‘movable middle’ as a useful concept for brands that need to squeeze more from their budget.

View the complete Guide

The WARC Guide to effective packaging

Read the summary deck on effective packaging, which looks at how the reinvention of packaging solutions to meet new challenges offers new opportunities to engage with consumers and convey brand purpose.

View the complete Guide

The WARC Guide to brand activism in the Black Lives Matter era

Read the summary deck on brand activism in the Black Lives Matter era, which looks at what consumers want brands to do and how supporting Black Lives Matter can underscore a brand’s purpose, if a brand is prepared to acknowledge their truth and make change.

View the complete Guide

The WARC Guide to marketing in the gaming ecosystem

Read the summary deck on marketing in the gaming ecosystem, which looks at the major opportunity in esports and how gaming is changing the rules of brand loyalty – gamification is out; mobile branded games are in.

View the complete Guide

The WARC Guide to e-commerce and the future of effectiveness

Read the summary deck on e-commerce and the future of effectiveness, which looks at how e-commerce growth has accelerated globally and the fundamentals of product, packaging and price points.

View the complete Guide

The WARC Guide to Planning for Attention

Read the summary deck on planning for attention, which looks at the value of attention, attention as a measure and how brands are using it to drive ROI.

View the complete Guide

The WARC Guide to Marketing in the COVID-19 recession

Read the summary deck on Marketing in the COVID-19 recession, which looks at what we know so far about the pandemic, planning for the recovery and early lessons from China.

View the complete Guide

The WARC Guide to Structuring for effectiveness

Read the summary deck on Structuring for effectiveness, which looks at some of the key structural considerations for client-side marketers looking to invest effectively.

View the complete Guide

The WARC Guide to making segmentation work

Read the summary deck on making segmentation work, which looks at how to use segmentation in 2020, finding meaningful audiences and segmentation in a world of AI.

View the complete Guide

Creating a sports sponsorship framework

Read the summary deck on creating a sports sponsorship framework, which looks at creating a clear and focused measurement framework, choosing the right sponsorship property and how to approach e-sports sponsorship.

View the complete Guide

Digital strategy in healthcare marketing

Read the summary deck on digital strategy in healthcare marketing, which includes how to build inclusive healthcare tools, balancing rational claims with emotional branding and building higher levels of trust.

View the complete Guide

Smart approaches to occasion marketing

Read the summary deck on occasion marketing, which focuses on shared human moments, capitalising on occasions to drive year-round benefits and avoiding missteps by focusing on fresh audience insights.

View the complete Guide

Partnering for growth

Read the summary deck on partnering for growth, which explores how brand partnerships are creating a new genre of advertising and ways marketers can plan against failure.

View the complete Guide

If you are interested in contributing please email Lena Roland, Managing Editor, WARC Knowledge.

The subjects of articles should relate to the interests of the WARC Guide's core readership of senior executives working in planning, strategy and insight within communication agencies, advertiser marketing departments, market research agencies and the marketing and research side of the media.

Word Counts

WARC Guide features are typically either 1500 to 2000 words but can be extended by agreement.

Author credits and promotion

Author credits will be given in the byline to the article. A brief biography of the author of up to 30 words can be sent with the submitted copy. Some articles will feature in WARC News. Authors might be invited to do a short Q&A video on their focus topic, or a spin-off webinar with WARC. Authors will be sent a PDF copy of the WARC Guide article.

Writing style

The WARC Guide focuses on giving marketers the confidence to tackle marketing’s biggest challenges through ideas and evidence. This should influence your writing style, namely, that propagation of ideas and arguments is fine, if backed by evidence – brand examples, research, case studies.

WARC Guide articles are not an opportunity to promote the author's company or products. Any such overt references within articles may be edited out.

Articles should include a summary of what this means for marketers and/or agencies. Conclude with a list of key implications or things to consider.

Bear in mind that the WARC Guide has an international readership, so parochial references to brands, marketing examples and topical matters that are well-known locally may be unfamiliar to many people.

Do not include a list of references at the end of the article. References should be embedded within the body copy.

Copy should not depend on charts and tables for its comprehension. Charts should provide supplementary information and enhance the presentation of the article. They must be capable of being remade in Admap's house style. Suggested headlines, standfirsts and cross-heads can be included in the copy, but may be changed in the editing process.

Copy should be filed as a Word Document. Present the copy as a fully formed article, not a presentation. Key points can be numbered, or bulleted.

Accompanying photography and charts

Advertising campaign stills, product shots or other imagery relevant to a submitted article are welcome. These should be in jpeg or tiff format and a minimum of 14cm in width and 300 dpi in resolution. They should be sent as separate files – do not embed them into the copy.

Charts can be submitted, but will need to be remade in the Guide's house style and will be included at WARC’s discretion. Hence, submitted copy should not depend for its reader comprehension on the inclusion of charts as some, or all, may not be published.

Editing and publishing

We reserve the right to edit copy. Should significant editing be required that would materially change the article, the author may be asked to redraft the article. The decision whether to publish the article rests with the WARC Knowledge team.

Copyright assignment

Authors will be asked to sign a form that will assign copyright in the article to WARC, giving WARC the exclusive right to reproduce and distribute the article in any form. This form must be signed and returned before the article can be published.

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