I was hosting a roundtable at the end of last year and we got talking about creative marketing campaigns. Someone said, with an air of frustration: ‘why are all the examples we’re talking about B2C?’ ...

Management software company Workfront recently ran a highly-targeted campaign – aimed at engaging with a competitor’s customers – after the rival announced it wouldn’t be investing further in its ...

Digital marketers are under pressure to prove the impact of campaigns and show how strategies tie into bigger business goals.

For years, B2B marketing lived in the shadow of its flashier B2C sibling. Consumer brands made headlines with clever campaigns, emotional storytelling, and viral stunts, while B2B stuck to white ...

Today, B2B buying is not a straightforward transaction between businesses. One could say that it has never been. What's changed, however, is that each purchase is now characterized by a multitude of ...

Most importantly, while buyer and voter behavior has changed, human behavior has not. Whether someone is choosing a marketing ...

B2B marketing too often gets lost under an avalanche of technical jargon, library images, and corporate reports. And despite what consultants and LinkedIn hot takes may want you to believe, your ...

Success in B2B marketing isn’t just about playing the game — it’s about playing it smarter than your competitors. The 2025 B2B Campaign Optimization Series was the go-to event for insights on ...

Bombora is expanding its B2beacon, a digital campaign measurement solution designed to address one of the sector’s biggest challenges: understanding programmatic media performance at the account and ...

The distinction between B2B and B2C marketing is becoming less pronounced as customer expectations evolve. Today’s consumers demand the same level of personalisation and engagement in their ...

Oftentimes, B2B marketing—when compared to consumer marketing—is viewed as being less creative, less interesting, and less emotional. But times are changing according to Joe Kingsbury, global chair of ...