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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Business Partnerships Can Be Fate, Suggests Brian Cox in Santander Ad

Actor Brian Cox fronts the U.K. focused campaign to promote international business growth for customers.

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Blending B-to-B and B-to-C Marketing Has Been Priceless for Mastercard

CMO Raja Rajamannar said the brand’s unified approach to addressing customers as humans has only brought in more business

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Adobe Continues AI Push With Latest Generative Image Tool

Generative Fill will be publicly available later this year.

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This Could Be the ‘Golden Age’ of B-to-B Marketing

Business-centric brand marketers are set to focus more on building value rather than just driving sales.

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ZoomInfo CMO Bryan Law Guides B-to-C Companies Through B-to-B Basics

Consumer marketing translates remarkably well to business clients.

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B-to-B Marketers Find Corporate Gifting Wildly Successful—When Infused With Data

Companies use presents to break through digital distractions, using data to weed out bad swag.

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Direct Mail Makes Comeback as Brands Bypass Digital Clutter

Qualtrics and Paycor blend boxes and paper with data and personalization to make a statement.

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How the CMOs of Strava, Vimeo and GitLab Use AI to Grow Revenue

Privacy, content ownership and cost remain challenges.

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B-to-B Firm Mutiny Shows How AI Can Help Resource-Strapped Brands

CEO Jaleh Rezaei used her marketing background and b-to-c strategy to cut costs and earn trust.

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Why B-to-B Companies Are Investing More in Brand Marketing

Experts explain three factors propelling the trend.

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Southwest Airlines and Grammarly Turn B-to-C Strengths Into B-to-B Success

Brands are getting comfortable in previously unfamiliar territory.

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How Park & Battery Made a B-to-B Campaign That Would Make Saul Goodman Proud

The upstart agency channels Better Call Saul to find the fun in business marketing.

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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.