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  • Marketers Must Be More Agile

    B2B Marketer   November 23, 2022  

    Long-term planning may be turning into a bit of an oxymoron due to the furious pace of change among B2B customers and prospects. However, marketers still need vision when it comes to preparing for the future, as the B2B terrain is shaping up to look radically different just a few years from now, a recent study reveals.

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  • Breaking the B2B Sales and Marketing Stalemate

    Champions of Growth   November 15, 2022  

    Jeff Lowe and Jenna Pipchuk join Champions of Growth host Matthew Schwartz to discuss the painful but necessary decisions they made to create legitimate change for Smart Technologies' marketing strategy and provide some major takeaways for other B2B brands.

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  • B2B Content Marketing

    Ask the Expert Answers   November 8, 2022  

    What are best practices for B2B marketers getting into content marketing?

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  • Best of the B2 Awards — Part II

    Conference Sessions   November 8, 2022  

    In this session, Smita Reddy, U.S. Brand Chair at Edelman, shared the Degree case study, Trainers for Hire, which showcased Degree’s mission to make movement accessible to everyone and tackled the issue of representation by becoming an ad hoc recruiting department for the fitness world.

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  • Best of the B2 Awards — Part I

    Conference Sessions   November 8, 2022  

    In this video, National Grid's Janae Jones and Mower's Ashley Montanaro shared the case study, "More Opportunities in More Places" Commercial & Industrial Energy Efficiency Program, which created awareness for National Grid commercial customers on the variety of energy efficiency programs available.

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  • Linking Buying Situations to Sales

    Webinars   November 3, 2022  

    If you believe most buyer behavior starts with memory, it then follows that the primary job of marketing is not to generate clicks, but instead to generate memories. In this webinar, learn about building brand-relevant memories and how to use Category Entry Points to link brand advertising to brand sales.

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  • Man vs. Dog: Why It Takes Big Long Ideas to Win at Cannes and Climb the B2B Effectiveness Ladder

    Webinars   November 2, 2022  

    Through an iconic ad man and some soon-to-be-famous dogs, see how the WARC-endorsed "Big Long Idea" framework enables brands to develop creative ideas that climb higher on the B2B Effectiveness Ladder.

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  • Why B2B Is the Next Big Thing in Marketing

    Conference Highlights   October 27, 2022  

    Making the case for B2B marketing through human connection and creative amplification.

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  • Why B2B Is the Next Big Thing in Marketing

    Event Recaps   October 27, 2022  

    Dean Aragon, CEO and global VP of brand at Shell Brands International, shared several principles for modern B2B marketing.

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  • Why B2B Is the Next Big Thing in Marketing

    Conference Sessions   October 27, 2022  

    In this video, Dean Aragon, CEO and global VP of brand at Shell Brands International, shared several principles for modern B2B marketing.

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  • The B2B Buying Cycle Is Revving Up

    B2B Marketer   October 26, 2022  

    The B2B purchasing cycle accelerated in the last two and half years, a new study reveals. To keep pace, marketers need to ramp up their efforts to collaborate with customers and prospects on business and research projects and help ease their pain.

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  • B2B Marketers: How to Make Ads That Win Audiences & Awards

    Industry Insights   October 25, 2022  

    When Strahl, a drinkware maker, wanted to demonstrate the sturdiness of its polycarbonate bar glasses to the restaurant and food service industry in Norway last year, it sent potential customers drinking glasses by mail — with their address on the shatter-resistant product, which was all the packaging that was needed.

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  • B2B SMBs Can Excel in Content Marketing

    B2B Marketer   October 12, 2022  

    Content marketing has become de rigueur among SMB companies, but the outcomes leave a lot to be desired. Instead of taking a scattershot approach to generating original content, SMBs need to pick just one content initiative that's valuable enough to cut through the proverbial clutter.

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  • Creativity Is Intelligence Having Fun

    Conference Sessions   October 12, 2022  

    In this video, Ryan Anderson shared how his team is applying the principles of creativity in uncommon ways to drive growth at Quest. He shared how they transformed the leading B2B labs services provider into a direct-to-consumer lifestyle service...and had fun doing it.

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  • Creativity Is Intelligence Having Fun

    Conference Highlights   October 12, 2022  

    Key principles of creativity for Quest Diagnostics are less is more and emotional messaging matters.

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  • Why Global B2B Marketers Can’t Forget That Businesses Are Made Up of People

    Industry Insights   October 11, 2022  

    Global B2B enterprise marketing is complicated but can be reduced to answering one question from the customer’s perspective: Why would I spend seven figures on this one software-as-a-service company or hardware product? And while making sure marketing is aligned with sales and other “blocking and tackling” issues are crucial, I contend that emotion too often ends up minimized or erased from technical product marketing in favor of hard metrics.

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  • Back to the Future for B2B Marketers?

    B2B Marketer   October 5, 2022  

    The pandemic seems to have altered the script when it comes to the most effective ways to reach business decision-makers, as B2B brands embrace a hybrid marketing strategy combining analog and digital messaging.

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  • Getting Measurable Results from B2B Influencers

    Event Recaps   September 29, 2022  

    Katie Yun, director of social media enablement at Nationwide, shared insights into how complex industries can execute successful influencer campaigns.

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  • Upwork Created a Coffee Line with Packaging That Doubled as a Portfolio for Freelancers

    In-House Excellence Awards   September 26, 2022  

    To celebrate International Coffee Day, Upwork created a signature coffee line with packaging that doubled as a portfolio for freelancers available for hire on its platform.

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  • B2B Marketers Look to Unlock Gated Content

    B2B Marketer   September 23, 2022  

    While some B2B firms continue to put their content behind a firewall because that's how they like generating leads, a rising number of companies think that providing free content is a better way of courting prospects and turning them into customers.

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