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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Infosys’ B2B Marketing Strives to Find the Human Side of AI

The tech marketer partners with the French Open, Financial Times and MIT to illustrate the future of his company’s offerings

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Linda Boff on Preserving the GE Legacy While Building Her Own

Boff is Adweek's first B2B Innovation Award Lifetime Achievement honoree.

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B2B Innovation Award Visionary of the Year: How Heather Freeland Rebuilt Adobe’s Sports Marketing

The chief brand officer matched AI's innovative pace while finding a human message

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These B2B Innovation Award Winners Are Breathing New Life Into B2B Marketing

From unconventional full-funnel strategies to novel uses of artificial intelligence to provocative creative campaigns, B2B marketers are increasingly shaking off the notion that their style of marketing is staid and [...]

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Adweek’s B2B Innovation Award Winners

Honoring 10 organizations and people bringing fresh ideas to B2B marketing.

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The Unspoken Truth About CMO Churn

Lead marketers famously have the shortest tenure in the C-Suite. Here's why.

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ZoomInfo Is Making B2B Ad Buying Easier Through Trade Desk Integration

The integration is the latest move in the emerging realm of business-to-business programmatic marketing.

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IBM Uses the US Open to Pitch Watsonx to Consumers and Bring AI to the Masses

The tech giant uses the tennis event, The Masters, Wimbledon and other high-profile outings to let decision makers try out its new toys.

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As Jobs Picture Improves, Indeed Adapts to the Way We Work

Cliona Hayes, director of global brand and advertising, on its new brand platform and international campaign.

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Salesforce’s AI-Focused Brand Campaign Has a Lot of Questions

Colin Fleming, evp of Brand and Marketing, discusses developing the campaign and how b-to-b creative is evolving.

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Intuit Mailchimp’s Exhibition Claims Email Isn’t Dead (Despite Stating It Is)

The activation will take place from the end of September at The Design Museum in London

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Exclusive: Mailchimp Owner Intuit Launches Media Network for Small Businesses

Advertisers can now target QuickBooks customers, who use the software for accounting, across digital media.

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ZoomInfo Is Using B-to-C Simplicity to Broaden Its B-to-B Reach

Creative agency Colossus helped the data platform find an approachable identity and voice for its first major brand campaign

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How a B-to-B Lawyers’ Bank Gave Its Marketing a More Personal Touch

CIO Kyall Mai explains how Esquire Bank is using Salesforce to personalize data and target customers.

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Small-Business Marketers Invest Big in AI and Automation

B-to-B leads the way as technology becomes essential to building brand relevance.