Over the years, marketers and advertising industry professionals have employed a number of B2B marketing strategies to reach and grow their audience. Some brands have achieved great success as they’ve adapted to new changes in the marketplace and evolutions of technology. Others have failed to find new ways to engage their business audience. But one thing is certainly clear — advertising to a business segment is much different than advertising to consumers. B2B marketing and advertising is quite interesting, and gaining a better understanding of effective and successful strategies is the core focus of Adweek’s B2B content collection.

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B2B Influencer Marketing: It’s Not Rocket Science

82% Of biz decision-makers consider B2B monotonous. But it doesn't have to be.

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With More B2B Brands Seeking Out Creativity, Agencies Are Driving Growth With B2B Clients

Some agencies attribute their significant revenue growth to the onslaught of B2B work.

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The Future of B2B Growth? Your Brand

New research suggests that a killer product isn't enough anymore for B2B companies.

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B2B’s Move Toward Digital Is Here, and Affiliate Fits Right In

B2B affiliate won’t replace an entire digital channel strategy on its own, but it can provide a strong entry, complement or upgrade to expensive and ineffective marketing channels.

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Climate Publisher The Cool Down Finds Profitability After Adding Ads

A B2B newsletter and an insights operation are in the works.

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Mastercard’s Gen AI Tool for Small Businesses Limits Bias

Built using OpenAI’s GPT4, Mastercard Small Business AI will be accessible to everyone.

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American Express Builds B2B Playbook Around Small Business

New financial services hub and other tweaks came from listening to customers.

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How Gympass Turned Its B2B Marketing Message Into a Murder Mystery Podcast

The wellness platform and its CMO Ryan Bonnici used a strong foundation of revenue to make the case for Kate Mara, Brett Gelman and fictional mayhem

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B2B Agency Bader Rutter Shows the Changing Face of Agriculture

With farming demographics evolving, so is David Jordan's approach for clients like McCain Foods and Zoetis.

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Kevin Warren Departs as UPS Restructures Commercial and Marketing Functions

Matt Guffey will become chief commercial and strategy officer from Jan. 1.

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WhatsApp Business Brings in Dentsu to Evolve Customer Relationships

A new proprietary platform will enable companies to enhance customer relationships.

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Case Study: How Noodles & Company Found the Right Data Recipe for Loyalty

This Adweek case study explains how restaurant chain Noodles & Company built its loyalty strategy to drive incremental growth with its core customers.

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Industry Jargon Is the Silent Killer of B2B Marketing

The relentless spread of jargon across B2B organizations is a symptom of a deeper problem.

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Scania Ads See Electric Truck Experience First Day at Work

The campaign is the first from agency Åkestam Holst NoA since being appointed in 2022

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3 Lessons for Startups to Make Their Early Marketing Successful

After prior app success, Juan Pablo Ortega is doing it again for his global payment management company, Yuno.