Over the years, marketers and advertising industry professionals have employed a number of B-to-B 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. B-to-B marketing and advertising is quite interesting, and gaining a better understanding of effective and successful strategies is the core focus of Adweek’s B-to-B content collection.
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How Marketers Can and Should Measure Social Media ROI

Social media management firm Agorapulse says there’s value in tracking the worth of your online work

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When AI Handles the What, Your Team Can Focus on the Why

Think of artificial intelligence and automations first and foremost as enablers of personalization at scale.

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CMOs, Here’s How to Lead Your Companies Through Permanent Change

It involves doing what marketers do best: predicting what comes next.

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With a Recession Likely, CMOs Must Learn to Think Like CFOs

Recapturing lost market share is always more expensive than maintaining it, so be wary of cuts that will put market share at risk.

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A Fresh Look at B-to-B Marketing Through Social-Colored Glasses

Insights from Hootsuite's rebrand for leveling up your visual identity.

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DHL Supply’s Marketing Chief Jaclyn Pannell on Telling an Ambitious Logistics Story

The award-winning marketer talks over her outlook on driving brand success

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Kathryn Hahn Plays an Outlaw CEO in HubSpot Campaign

The Wild West ad was created by 72andSunny New York.

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High-Performing B-to-Bs Are Tapping Employees as Frontline Brand Marketers

Understanding advocacy as a marketing function and leveraging it on LinkedIn.

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The Forces That Will Reshape B-to-B Marketing in 2023

After three years of disruption, CMOs face a pivotal year for their organizations and careers.

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The C-Suite Is Finally Embracing Account-Based Marketing. Now What?

CMOs should focus on these three actions in 2023 to build an effective strategy.

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Qualcomm Teams With Michelle Yeoh to Show the Infinite Possibility of AI

Through 'The Edge of Possible,' the b-to-b brand shows us how AI can change our lives.

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5 Major Takeaways From This Year’s ANA B-to-B Marketing Virtual Conference

Why marketers need to look at businesses as humans and merge creativity with data.

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B-to-B Agency Umault Brightens the Holidays With Christmas Carols That Skewer Cold Outreach Techniques

The agency makes its own ads that stand out in a sometimes bland category.

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This Campaign Reinvents the Eiffel Tower to Call for Sustainable Innovation

A campaign calls for sustainable design by reimagining the Eiffel Tower if it were built with green practices