B2B audiences

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Advertising in a recession

Article • Peter Field, Research on WARC, April 2021

Looks at how to advertise during an economic downturn.

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.

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.

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.

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.

How Lenovo shaped marketing strategy for its service-led transformation

Article • Gabey Goh, WARC Exclusive, April 2021

Bhaskar Choudhuri, Asia Pacific chief marketing officer of Lenovo PCs and Smart Devices speaks to WARC about the rare opportunity to work on the B2C and B2B segments simultaneously and how its marketing initiatives are unified under the global company vision of “smarter technology for all”.

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.

Are you missing the insights that could change everything?

Opinion • Dr Liam Fahey, April 2021

Surprisingly often, marketing plans are based on outdated assumptions about competitors and customers, says Dr Liam Fahey.

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

Article • Nina Mullen , WARC Exclusive, April, 2021

A proprietary study by Wunderman Thompson demonstrates that inspiration is a critical driver of growth for B2B brands.

Omnichannel in B2B sales: The new normal in a year that has been anything but

Article • Research on WARC, March 2021

McKinsey’s research on B2B decision makers confirms that omnichannel is not simply a trend, nor a pandemic workaround – rather, it is a critically important fixture for B2B sales globally.

Capita CMO Antonia Wade: 'adjacency selling will become important'

Opinion • Antonia Wade, March 2021

Antonia Wade is CMO, Capita, and the Special Awards Convenor for the Business-To-Business category at the 2021 WARC Awards for Effectiveness, in association with LIONS. Here, she predicts a ‘bounce-back’ to events, flags up the role of influencers in B2B marketing and suggests that B2C marketers can learn ‘adjacency selling’ from B2B marketers.

Lexus UX: Unbeaten Paths – Small Business Drive

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Lexus, the luxury vehicle division of automobile brand Toyota, promoted its first SUV designed specifically for urban exploration, the UX, in Hong Kong.

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.

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.

B2B 내 채널 변화: 기술 및 통신 시장에서 변화하는 전략

Article • WARC Exclusive, February 2021

Spotify 관련 기술 및 통신 분야에서의 B2B 마케팅 분석.

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.

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.

Facing a sea of unknowns, marketers brace for 2021

Article • Marie Griffin, ANA, B2B Marketer, December 2020

As B2B marketers prepare for a new set of challenges, they're counting on ramping up their social media channels and virtual events throughout 2021 to steel them for the future.

Shell marketing chief: deep insights have critical role in B2B marketing

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2020

Business-to-business (B2B) marketers should give deep, human insights the same exalted status as consumer brands do in developing their campaigns.

SAP: The Future of Marketing has Feelings

Case Study • Fabian Preiss, WARC Media Awards, Bronze, Best Use of Data, 2020

Multinational software company SAP adopted a multimedia approach to promote awareness of a new software category among B2B decision makers in Germany and establish itself as the leading force in this field.

Some B2B brands are going all-in on digital advertising

Article • Christopher Hosford, ANA, B2B Marketer, November 2020

Despite the detrimental impact of the COVID-19 pandemic on marketing and advertising, B2B digital ad spending is bucking the trend, according to eMarketer's US B2B Digital Advertising 2020 study.

Bain & Co. positions loyalty as key to B2B customer longevity … and profit

Article • Geoffrey Precourt, Event Reports, ANA Masters of B2B Marketing, October 2020

Bain & Co., the consultancy, has established that business-to-business (B2B) firms with strong customer loyalty have various advantages for long-term success.

Meet the BETAs, the next generation of B2B decision-makers

Article • Stephen Whiteside, WARC Exclusive, November, 2020

The B2B Institute, a think tank, and GWI, the research firm, surveyed marketers in ten countries to understand how younger executives will shape the future of the business-to-business (B2B) sector.

How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
How VR and AI are being used in market research

Article • Brian Carruthers, Event Reports, Qual360, February 2017

This report discusses examples of how virtual reality and artificial intelligence are currently being used in consumer research and possible future directions.
The future is voice: How voice technology is changing the world of people and brands

Research Paper • Arpapat Boonrod and Prachawan Ketavan , ESOMAR, APAC, 2018, pp. 0-0

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.
Zalando: The Journey From Data to Emotion: How qualitative research helped a big data company change both its advertising and branding approach

Research Paper • Anne Strauss and Sebastian Prassek, ESOMAR, Qualitative, November 2016

This paper examines how Zalando, a European fashion e-commerce company, used qualitative research to investigate and improve its likeability in Nordic countries.
How VR boosts recall and creates brand empathy

Research Paper • Vanessa Evans, Amy Hunt and Cassidy Rouse, Admap Magazine, October 2017, pp. 20-21

This article examines research carried out in the US by Samsung and Starcom into the benefits of VR in building emotionally engaging brand experiences.
How Nike adapts ‘Just Do It’ to work across cultures

Article • TNS, WARC Exclusive, April 2016

This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.