Search Marketing Knowledge Center

Are B2B Marketers Ignoring Hidden Buyers?

B2B October 10, 2025

A new report says that marketers place too much focus on the direct users of a product and fail to reach out to C-level executives, as well as influencers, working throughout the company — so-called hidden buyers. Reaching such buyers effectively means B2B marketers will have to reconfigure their thought-leadership programming.

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Study: Brand-to-Demand Gains Momentum (But There Are Miles to Go)

Marketing News September 2, 2025

Brand-to-demand — or melding branded advertising efforts with lead generation programming — is gaining momentum in the marketing industry, but significant challenges remain, according to a recent study conducted by the ANA and Stein. Marketers must break down the silos that are the real obstacles to legitimate change.

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B2B Events Have Bounced Back Nicely. Now They Face New Challenges

B2B August 20, 2025

B2B events are on the upswing this year, according to a recent survey. However, while B2B marketers recognize the necessity of events in an increasingly fragmented media environment, they can't rest on their laurels and need to produce events that cater to attendees' rapidly changing expectations.

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Workday Partners with Rock Stars for Its Global Campaign

B2 Awards July 15, 2025

Workday appealed to global C-suite executives using famous rock stars across six regions.

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This Financial Services Company Reimagined the Traditional Tradeshow Booth

B2 Awards July 11, 2025

intelliflo’s appearance at Future Proof Festival came complete with a surfing simulation.

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This Brand Promoted Itself to Female B2B Decision-Makers with an Appeal to Y2K Nostalgia

B2 Awards July 9, 2025

Digitalzone created a report that evoked an issue of turn-of-the-millennium “Cosmo.”

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Four Seasons Helps the Luxury Set Find Themselves at Sea

B2 Awards July 2, 2025

Four Seasons Yachts attracted luxury travelers with promises of personalized journeys of self-discovery.

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This Mining Equipment Manufacturer Found Success with ABM

B2 Awards July 1, 2025

Epiroc drove $25 million in pipeline with one-to-one and one-to-few account pursuits.

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Storytelling Masters Launch B2B Workshops with 329 Percent Lead Growth

B2 Awards June 30, 2025

National Geographic brought The National Geographic Storytellers Collective to entirely new audiences in the B2B space, crafting a story that built brand awareness, garnered impressions, and delivered business-building results.

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Thermo Fisher Uses TV Advertisement for Powerful Campaign Message

B2 Awards June 26, 2025

Thermo Fisher Scientific’s PPD utilized a limited campaign budget for a memorable TV advertisement.

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Snapdragon Powers into the PC Market with Bold Campaign and Breakthrough Results

B2 Awards June 25, 2025

Qualcomm’s "Power to Move Your Business" campaign used high-impact video, emotional storytelling, and targeted media across the U.S., U.K., and Germany to reposition its new Snapdragon processor as a powerful, enterprise-ready alternative to the competition.

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Visa Turns Olympic Sponsorship into B2B Gold with Paris 2024 Campaign

B2 Awards June 24, 2025

To close the performance gap between online and in-person payments, Visa launched a thought leadership campaign targeting European payment stakeholders. By tying its “win in digital” strategy to the Paris 2024 Olympic and Paralympic Games, Visa used its global sponsorship platform to educate and engage B2B audiences.

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Kestra Builds an In-House Lead Engine to Disrupt the Advisor Market

B2 Awards June 24, 2025

To reduce dependency on third-party lead sources, Kestra Financial launched a two-year campaign to raise awareness and drive conversions among independent financial advisors. Through insight-driven targeting, lead scoring, and more than 35 custom lead magnets, Kestra grew its lead pipeline while lowering overall costs.

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ServiceNow’s Human-Centered AI Campaign Drives 174 Percent Pipeline Surge

B2 Awards June 24, 2025

To cut through the generative AI hype, ServiceNow launched a people-first campaign centered on the idea of “Putting AI to Work for People,” which emphasized the unmatched productivity of applying a single AI across the entire enterprise.

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Financial Pros Wanted More Than Facts — Here’s How FactSet Delivered

B2 Awards June 23, 2025

To shift perception and drive growth in a competitive financial data market, FactSet launched its bold “Not Just the Facts” campaign. The initiative challenged the idea that raw data alone is enough, spotlighting FactSet’s ability to provide context, connectivity, and insight.

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Key Account Prioritization Quick Win

Quick Wins June 22, 2025

This practical Key Account Prioritization Template enables you to assess and rank key accounts based on opportunity value, win likelihood, and current engagement. Use it to guide resource allocation, planning, and outreach strategies.

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How Iron Mountain Repositioned Its Brand and Drove Over $100 Million in Revenue with One Bold Campaign

B2 Awards June 18, 2025

Iron Mountain launched its InSight Digital Experience Platform to reposition itself as a strategic digital partner and address the challenge organizations face in accessing information trapped in legacy systems and physical formats.

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When AI Meets B2B: Real Marketing Cases That Actually Worked

POVs June 17, 2025

Yes, AI can help your B2B company deliver real results, even on a shoestring budget. Find out how with this POV, which covers real life AI B2B success stories.

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Unifying Brand-to-Demand: What Marketers Are Getting Right and Where They’re Getting Stuck

Event Recaps June 4, 2025

Top B2B marketers are successfully connecting long-term brand building with short-term demand generation. This session showcased real-world examples from SAS's journey to Brand-to-Demand Experience (BDX) and provided insights from the first-ever Brand-to-Demand Maturity Study by ANA and Stein.

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