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The magazine of CIM

The Marketer

Business-to-business marketing

Articles on business-to-business marketing across a range of industries, including case studies, B2B brand profiles and insight into the B2B marketing support behind many B2C brands, how-to guides covering a range of marketing disciplines, and in-depth features on management and strategy

  • Simon Carter Simon Carter, FujitsuFujitsu has harnessed a new marketing strategy, but is it enough to beat tough competition and win B2B market share? Marketing director Simon Carter reveals why the brand is in gunslinging mode
  • Case study: Aeroinv.comWhen Aero Inventory's brand reputation crashed to an all-time low, a rebranding campaign gave the company the boost it needed to lift off once more
  • Annabel Pritchard, DeloitteDeloitte is one of the largest global professional service companies, but does it have the marketing strategy to match? Brand and marketing director Annabel Pritchard says Deloitte is striving to be a brand less ordinary
  • My week: Stewart PedlerDirector of operations, global creative services, Thomson Reuters
  • How to make the most of promotional merchandise and giveawaysFrom tradeshow handouts to prize draws and digital downloads, free gifts can open the door to ongoing engagement and online buzz, says John Manning
  • Case study: XeroxWith a little juggling of resources, Xerox created a 
buzz at the Drupa print fair in Düsseldorf via a 
social media café and acrobat performers
  • Case study: PowwownowTeleconferencing provider Powwownow found that its tongue-in-cheek B2B campaign lampooning corporate fat cats boosted revenue and courted controversy
  • Philip Clement, AonAon is embracing teamwork on a global scale to deliver winning results for its clients
  • My day: Rob AttrydeMarketing communications manager at printer firm Kyocera Mita
  • My day: Pio SzyjanowiczHead of marketing at global technology group Cosworth
  • United we standMarketing and sales need to bury the hatchet. In David Thorp's full version of this abridged paper, 'Marketing and sales fusion', CIM seeks to begin a dialogue with marketers and sales professionals by setting out a case for aligning the marketing and sales functions more closely
  • Kay Boycott, ShelterThe spectre of homelessness looms large this year; Kay Boycott will be working to ensure that Shelter's messages of awareness, help and advice hit home
  • Carrie Hindmarsh, M&C SaatchiHaving smashed through the glass ceiling to become joint chief executive at M&C Saatchi, Carrie Hindmarsh says gender politics shouldn't distract women hoping to rise in the notoriously masculine advertising agency world. TM quizzed her on the agency's founding principle of 'Brutal simplicity'
  • My day: Gemma FirthMarketing and business development manager at Matthews the Printers
  • My day: Amii LanhamCRM marketing manager, MSP
  • Laurence Bresh, Visit BritainYou're invited. But will anyone turn up? Visit Britain marketing director Laurence Bresh on why the country needs a rebrand, what keeps him awake at night and why the Olympics are worth it
  • Robert Nuttall, Rolls-RoyceRolls-Royce's vice-president of strategic marketing Robert Nuttall will speak on innovation at this year's CIM Annual National Conference. He tells TM how the heritage brand is cementing its position in the changing aerospace industry by introducing a shift from a product based to a service led model
  • Gail Hanlon, IntelGail Hanlon of Intel hopes to trounce rivals and silence doubters by seizing a chunk of the mobile market and tapping global youth culture
  • Twitter terrorismWhat's the number one risk factor for your business? A supply bottleneck? A manufacturing fault? Cashflow? Most business risks are manageable, but now there's one that can rage out of control in seconds - social media
  • My day: Steven RobsonMarketing manager and marketing specialist business advisor, South Durham Enterprise Agency
  • Target ChinaThese days it's surely not a letter from America but a tweet from China that tells the world's marketers what they need to know - except that the Chinese don't use Twitter
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More business-to-business articles coming soon...