ADWEEK’s B2B Innovation Awards: Honoring Standout People, Brands and Campaigns in the Growing Space

Business-to-business is, well, big business. (Its name alone contains double the business of B2C.) Consider this: U.S. B2B ecommerce sales are forecast to grow from $1.7 trillion in 2021 to more than $3 trillion by 2027, according to Forrester. And that’s just online. Plenty more hospital equipment and accounting software are sold IRL. ADWEEK’s second…

B2B Influencer Marketing: It’s Not Rocket Science

B2B advertising is boring. That’s what nearly half of business buyers told PR Web in a 2018 survey. And it seems to have gotten worse since then. In 2023, The Power of Provocation discovered that a staggering 82% of business decision-makers considered B2B marketing monotonous and repetitive, while a mere 1% believed it demonstrated a…

With More B2B Brands Seeking Out Creativity, Agencies Are Driving Growth With B2B Clients

Jonathan Balck, managing director of Boston-based creative agency Colossus, didn’t start his business with B2B work in mind. Founded in 2020 during the Covid-19 pandemic, Colossus worked with consumer brands like Jack Daniel’s and Best Buy before it made a pitch for Athenahealth–a cloud-based network services provider for health care companies. Marketing in Athenahealth’s category…

The Future of B2B Growth? Your Brand

One common misconception in business-to-business markets is that a great product guarantees success. While it’s true that an exceptional product, technology or customer experience can rapidly build your brand in the market’s consciousness, it doesn’t necessarily guarantee it. The real game-changer? The brand behind your product. Recent studies, including the Liquid x Avasta Challenger Index,…

Climate Publisher The Cool Down Finds Profitability After Adding Ads

In 2023, climate publisher The Cool Down set a goal of reaching 10 million monthly unique visitors, aiming to prove in its first full year of operation that it could reach a scaled audience of climate enthusiasts. After reaching nearly 30 million unique visitors in December, it has since set itself a new goal for…

Climate Publisher The Cool Down Finds Profitability After Adding Ads

In 2023, climate publisher The Cool Down set a goal of reaching 10 million monthly unique visitors, aiming to prove in its first full year of operation that it could reach a scaled audience of climate enthusiasts. After reaching nearly 30 million unique visitors in December, it has since set itself a new goal for…

Mastercard’s Gen AI Tool for Small Businesses Limits Bias

Mastercard developed an inclusive generative AI chatbot catering to the diverse entrepreneurial needs of small and midsized businesses. People can ask Mastercard Small Business AI an array of questions in English and Spanish. Inquiries can span topics around crafting a business plan, exploring available grants for SMBs, guidance on the application process for those grants,…

American Express Builds B2B Playbook Around Small Business

American Express is ending its B2B year as it began: making big moves for small businesses. The last quarter has received special attention from Amex since 2010, when it launched Small Business Saturday as a counter to big-box Black Friday shopping. For this year’s 14th installment, it introduced the Door to Shop Small augmented reality…

WhatsApp Business Brings in Dentsu to Evolve Customer Relationships

Meta has hired Dentsu as the customer relationship solution provider for its encrypted messaging platform WhatsApp’s business-focused arm. WhatsApp Business is an extension app that allows companies to create a profile and then communicate directly with customers to offer updates and answer questions in real time. They are also able to send vouchers and offers,…

Case Study: How Noodles & Company Found the Right Data Recipe for Loyalty

If a business is looking for growth, it helps to define that term before chasing it. Do you want a whole lot of new customers who’ll drive traffic and head count, but may only buy your product once? Or do you simply want people who know and love your products to feel comfortable buying more…

Industry Jargon Is the Silent Killer of B2B Marketing

In the realm of B2B marketing, a subtle but pervasive problem looms–ironically, one of the industry’s own creation. Clarity and meaning have become casualties in an ongoing war of words that often serve little purpose beyond filling content quotas or satisfying superficial engagement metrics. As marketing professionals, we pride ourselves on our ability to craft…

Scania Ads See Electric Truck Experience First Day at Work

The first day in a new job can be daunting, and that is no less true for the new urban and regional electric trucks being introduced by commercial vehicle company Scania, according to its new ad. With a series of films that follow one of the trucks through its induction into the company, from its…

3 Lessons for Startups to Make Their Early Marketing Successful

LISBON, Portugal — Juan Pablo Ortega, co-founder of global payment management company Yuno, joined Adweek on Web Summit’s Startup University stage to talk about how he turned Rappi, the food delivery company he founded, into a so-called unicorn startup that’s captured a larger market in Mexico than Uber Eats. Ortega plans to replicate the success…

HubSpot CMO Kipp Bodnar Marries B2B Technology With TikTok and NFL Sunday Ticket

To break through in business-to-business marketing, a message has to look beyond improving the performance of a business to impressing and exciting the people behind it. Customer data platform Hubspot, for example, just acquired third-party B2B data provider Clearbit in early November. While HubSpot’s offered Clearbit to its App Marketplace customers since 2019, it can…

WeWork’s Bankruptcy Is Not a Full-Blown Brand Burnout, Yet

Once valued at a mighty $47 billion, WeWork has filed for Chapter 11 bankruptcy in New Jersey. Despite sinking billions into the business, majority investor SoftBank has cut its losses after a tough four years, exasperated by both post-pandemic working trends and the impact of rising interest rates on the commercial property market. In the…

Autodesk and Maximum Effort Buy Into More Human B2B Marketing

A company doesn’t have to tell a buyer every detail and benefit of its product to prove its value. It just needs to show it in action. B2B marketers, with the help of their creative partners, increasingly see the merit in sparing the detail and sending potential clients a succinct, meaningful message. Convincing their CFO…

What to Consider About Speaking Out on Israel-Hamas War

The old saying “think before you speak” is probably best applied to anyone in a leadership position during circumstances of great magnitude. With the latest war in the Middle East and the unimaginable scenes of violence and suffering being played out across most media channels, understandably tensions are high. Yet, those steering companies are looked…

AI Watch: Weekly Updates for the Latest in Generative AI News

Amidst the flurry of generative AI developments, Adweek’s weekly AI roundup captures the latest news, regulatory proceedings, and business developments revolving around generative AI. Here’s this week’s update: On the policy and legal front: Arranged by the trade organization News Media Alliance, representing over 2,000 publishers and the interests of the news media industry, numerous…

Why Brand Assets Are So Important in B2B Marketing

Oracle is instantly recognizable by its bold red logo. Salesforce has Astro Nomical, its “warm and welcoming” mascot. Intel has that catchy chime. These are all examples of “brand assets,” and they’re increasingly important to B2B marketing success. At LinkedIn’s B2B Institute, we commissioned one of the biggest studies ever on B2B branding. We partnered…

LinkedIn Introduces Generative AI-Powered Tool for B2B Marketers

Among its early benefits, generative AI has proven to save time in the campaign creation process and speed up ad optimization for marketers. This utilization comes to LinkedIn–which was acquired by Microsoft for $26.2 billion in 2016–with its latest AI offering to marketers: Accelerate. In a bid to assist B2B marketers in achieving more precise…