There are huge benefits to B2B brands in understanding their buyer group, according to the second iteration of the LinkedIn B2B Institute and WARC’s customer promise research.
Having worked at some of the biggest names in B2B tech, Workday CMO Emma Chalwin sees relationship-building as the cornerstone of her success.
B2B purchases are made by groups of ‘target’ and ‘hidden’ buyers. Brands need to be known by all of them, and suited to the context in which they make their decisions.
Joining education platform Udemy as CMO a year ago with a goal to drive brand awareness, Genefa Murphy convinced the business to explore sports partnerships.
Foursquare has switched from being consumer-led to B2B and is leveraging its location data history to find a new market.
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B2B marketing is hitting its creative stride, but when it comes to nailing the effectiveness agenda brands need to pick up the pace or risk being left behind.
The graphic design platform is focused on building its brand awareness across the world as it looks to develop its B2B business.
B2B marketers must take into account the needs of both ‘target’ and ‘hidden’ buyer groups and tap into their ‘true emotional states’ to drive growth, according to research from LinkedIn and Bain & Company.
Just 10% of SMEs offer some form of private healthcare to their employees, a huge market for growth that Bupa is targeting in its new campaign.
Promoting the power of regenerative farming, Wildfarmed has evolved from selling flour to bakeries to getting its bread onto supermarket shelves.
Over two-thirds of UK B2B marketers say bolder creative is helping them improve brand engagement and drive conversion, according to research from LinkedIn.
New research from the LinkedIn B2B Institute and Warc shows B2B brands making a promise to the customer are more likely to drive positive brand metrics.
B2B businesses have been investing more in brand building, and appear to now be reaping the rewards, with the value of the top 100 most valuable B2B brands increasing by a quarter of a trillion US dollars this year.