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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

  • Marketing and sales fusion 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
  • My day: Gemma FirthMarketing and business development manager at Matthews the Printers
  • My day: Amii LanhamCRM marketing manager, MSP
  • 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
  • Martin Moll, Honda UKHonda's Martin Moll is determined to steer the Japanese brand ahead of the competition and away from the motor industry's troubles
  • 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
  • Case study: Wensleydale Dairy ProductsA cheese lovers' cookbook from Wallace & Gromit helped Wensleydale Dairy Products cream off a profit
  • The right route for direct marketingWith consumer behaviours becoming ever more complex amid the explosion of mobile media, it's hard to know which channels will ensure a robust ROI. Kate Hilpern discovers how to create a healthy mix
  • Borrow with prideIf your innovative juices have temporarily dried up, try tapping into someone else's for a while
  • John Brett, Scottish Widows Investment PartnershipJohn Brett of Scottish Widows Investment Partnership has jettisoned the company's old image for a new brand that's geared up to take the company to new heights
  • How to communicate your brand's valuesEmblazoning your corporate values across all media is a growing challenge. How can marketers make sure that the left hand knows what the right is doing when it comes to corporate comms, asks Justine East
  • Sharing ideas can enhance creativityYou don't need to pursue innovation in isolation - collaboration with other companies could...
  • Liz Hickson, Crown PaintsIt's funny how much difference a lick of paint can make. Just ask Liz Hickson. She says there's far more to it than applying a splash of colour to a surface. For her, "It's Personal"
  • What do you do with an absurd idea?When someone comes up with a crazy idea it seems absurd to listen and find out more. But that's...
  • Mark Chapman, VocaLinkMark Chapman's proactive, focused approach to building brand identity at VocaLink has ensured the payments provider is now rigorously market facing
  • How to evolve e-mail for mobile usersE-mail and mobile could be comfortable bedfellows - they just need to treat each other better. You need to "get" the technology the way you get your customers when messaging to mobile, says Dan Matthews
  • When less is not moreWith saving money and developing digital both top of your list of priorities this year, is your creative agency an expense you can afford?
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