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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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

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Edelman, LinkedIn: Thought Leadership Can Propel B-to-B Marketers Through Economic Downturn

63% of C-suite executives said their organizations have tightened up their procurement processes.

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LinkedIn Details 3 B-to-B Marketing Trends That Will Shape 2023

Relationship building is becoming a key performance indicator.

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LinkedIn Details Updates for B-to-B Advertisers

New features were also rolled out for pages on the professional network.

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Matthew McConaughey Leads a March for #TeamEarth in Salesforce Spot

Salesforce has partnered with Matthew McConaughey ahead of Thanksgiving for “The March,” a new 60-second spot encouraging business leaders to prioritize sustainability.

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Autodesk Adds Ryan Reynolds’ Maximum Effort as a Creative and Strategic Partner

The agency followed CMO Dara Treseder from Peloton.

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EIBWC Podcast: Adweek’s Chief Content Officer Ann Marinovich

Chief content officer Ann Marinovich on the Everything Is Better With Creators podcast.

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Cyberdefense Taken Too Literally in Comedic Orange Campaign

The three films aim to highlight the dangers of cyber crime to small-medium sized businesses.