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b2b

Spikes Asia 2026: Meet the inaugural Creative B2B jury president
b2b jury spikes By Staff Reporters

Wendy Walker addresses the misconceptions about B2B creative work, weighs-in on the unique challenges and signals what she'll be looking for in Asia's best work in this new and exciting category.

If it doesn't drive revenue, why are you still doing it?
b2b revenue roi

Still clinging to vanity metrics and vague “awareness” goals? It’s 2025 and if marketing isn’t giving the ROI on the dollar, it’s part of the problem. Grove B2B’s CEO talks calls out the interia and the excuses.

Plain? Predictable? Think again. B2B marketing is a hot potato
b2b b2b marketing

Like the humble potato that quietly transformed food history, B2B marketing has grown underground to become a critical yet often overlooked force in business growth, says Jake Hird, CSO and founder of Grove B2B.

Why B2B influencers are an essential spend for marketers
b2b influencer marketing influencers linkedin marketing By Matthew Keegan

With B2B influencers on the rise, experts in the region advise marketers to prioritise trust and credibility over visibility and metrics. Meanwhile, an emerging business to human (B2H) trend is overtaking B2B storytelling.

Former Dentsu APAC heads launch regional B2B marketing agency
b2b Dentsu jake hird kiaran geen merkle samantha cunliffe the grove b2b By Rahat Kapur

EXCLUSIVE: Grove B2B will focus on APAC-wide advisory-to-activation, as the agency hopes to break the traditional legacy B2B model and deliver marketing-as-a-service underpinned by business results.

The Guardian apologises over ‘watch porn’ ad placed next to child abuse article
advertising b2b media the guardian By Marianne Calnan

The newspaper called the placement of the print ad ‘an oversight’ on its part.

The blurring lines between B2B and B2C marketing strategies
b2b visa By Nishtha Asthana

CAMPAIGN 360: Marketers discuss how converging B2B and B2C strategies allow them to rethink and benefit from each other's insights and best practices.

WeChat dominates China's social media: All B2B brands invest
b2b china wechat By Staff Reporters

TOP OF THE CHARTS: A new study by Kawo unveils the uses of social media and its role in the B2B marketing landscape for multinational corporations in China.

Publicis Groupe renames B2B arm Octopus Group and extends reach beyond UK
b2b media Publicis technology By Ben Bold

Octopus Group, acquired in 2021, is to be rebranded Publicis Pro.

Havas expands in B2B marketing with new acquisition
b2b havas By Beau Jackson

Ledger Bennett has been in B2B marketing for close to 40 years.

10 trends that will shape B2B marketing in 2024
2024 ai apac b2b cx japan oped By Robert Heldt

Marketing expert Robert Heldt shares his insights into the key trends that will sweep the B2B landscape across APAC in 2024, including a focus on CX, new video formats and compelling storytelling.

B2B messaging on ESG in China needs to be local, customer-focused, and relevant to resonate: WE Red Bridge report
b2b china esg we communications we red bridge By Staff Writer

WE Red Bridge’s most recent report ‘ESG means business in China’ focuses on the growing importance of ESG-linked themes for B2B companies in China and recommendations on how such initiatives need to be communicated.

Influencer marketing dominating B2B, Ogilvy report reveals
b2b ogilvy By Jonathan Owen

Three-quarters of B2B marketing chiefs are investing in influencer marketing as a comms tool, according to a new report from Ogilvy.

Edelman launches global B2B marketing group
b2b edelman By Diana Bradley

It aims to create integrated marketing programs aimed at reaching and earning the trust of B2B buyers.

How B2B marketers can be more proactive in 2023
b2b b2b marketing hylink By Humphrey Ho

The managing director at Hylink has four tips for B2B marketers who will undoubtedly face tough challenges next year.

B2B marketers seek creativity boost to stand out
advertising b2b Colenso BBDO creativity DDB Dentsu media merkle mrm thinkerbell By Rahul Sachitanand

Companies such as Cigna, Microsoft, Intel and Unilever have shown how to deliver innovative B2B campaigns. But APAC is just finding its feet in making this shift.

Luke Nathans joins B2B firm Kingfisher as CMO
b2b cmo By Robert Sawatzky

The former APAC CEO of Iris will work with global telcos to provide a more consumer-friendly offering to upgrade mobile phones.

Dentsu's Merkle B2B absorbs Gyro and Merkle DWA
b2b Dentsu merkle By Staff Reporters

Combined entity will be led in Singapore by Rhys Taylor, who has led the Asia Pacific offices of Gyro since 2020.

The Hoffman Agency launches media relations consultancy
b2b media relations By Staff Reporters

The agency goes ‘back to basics’ as it emphasises the importance of B2B brands connecting with the media.

iQiyi's ad about ads is better than you might expect
b2b china By Ad Nut

Mainland video site iQiyi and F5 Shanghai prove B2B doesn't have to be dull, with a family comedy that explains the video platform's advertising offerings.

LinkedIn to B2B marketers: It's time to build your brand
b2b linkedin marketing By Sabrina Sanchez

A study by LinkedIn’s The B2B Institute shows marketers should be just as concerned with building their brands as chasing leads.

Is B2B marketing in need of an urgent re-invention?
b2b marketing sounding board By Rahul Sachitanand

SOUNDING BOARD: B2B companies have relied on rational and sedate, data-driven marketing strategies historically, but as they face up to younger decision makers, we ask if they need to change tack and embrace more creativity in their communication.

How to combine B2B’s rational skills with B2C's creativity to target decision makers
b2b marketing strategy vccp By Jerone Larson

Now more than ever, brands need to continue to uncover what drives customers, develop content that’s relevant for the right people, and deliver this content at the right time and place, writes the B2B lead at VCCP.

IBM CMO is taking ‘a completely new approach’ to B2B marketing
b2b marketing By Alison Weissbrot

Carla Piñyero Sublett talks about her vision for IBM as it spins off its infrastructure services business.

How account-based marketing is moving beyond targeting to focus on experience
b2b By Sam Cunliffe

Don’t let ABM perfection get in the way of progress towards better B2B account-based experience says DWA’s managing director for ANZ.

Campaign Crash Course: How to create an effective B2B strategy
b2b of vccp By Staff Reporters

While most agencies have historically focused on the massive opportunity to provide marketing services for consumer-facing clients, there has been a recent surge in interest in the B2B arena. Here are important pointers on cracking B2B marketing.

How to unlock B2B marketing ROI through connected experiences
b2b data personalisation roi By Yasmine Mansour

Personalising individual experiences may no longer be considered an 'extra' offering in B2B marketing.

DAN's Merkle melds five agencies to create global B2B group, eyes $120 billion market
b2b merkle By Rahul Sachitanand

The unit already employs 1,000 people, serves over 100 clients and manages $16 billion in global billings.

Snapchat launches first global B2B campaign
b2b generation snapchat By Simon Gwynn

‘Meet the Snapchat’ generation runs in Australia, Canada and the US from today, followed by Europe and MENA later this month.

A flightplan for B2B marketers to emerge from crisis
b2b crisis marketing By Dominic Walters

The VP of marketing communications and strategy at Inmarsat Aviation argues that B2B marketers need to be agile, integrated, and a bit brave about spending when and where it makes sense to do so.

B2B marketing shouldn’t be safe and predictable: Shutterstock CMO
b2b creativity diversity By Surekha Ragavan

Global CMO Lou Weiss on the why creativity shouldn’t be lost on B2B marketers.

Are you leaving your channel partners behind?
b2b digital transformation By Yasmine Mansour

Your channel partners are struggling with disruption too. To help them, start by forgetting about traditional channel management.

APAC B2B marketers know their e-commerce goals, aren't there yet
b2b ecommerce top of the charts By Matthew Miller

B2B marketers know the importance of fully fleshed-out e-commerce capabilities, but they still need to invest to get there, according to new research by eConsultancy in partnership with Magento.

Kimberly-Clark's colourful B2B ad uses B2C tricks
b2b kimberlyclark By Ad Nut

Geometry Global brings sporting goods-style drama to a sterile garment ad.

How to effectively bring science to marketing
agencies b2b industry ipa marketing By Jonathan Allan

Brands are adopting a 'test and learn' approach to marketing strategy. Recent IPA Effectiveness Awards papers show how it can be done—without compromising on creativity.

B2B: All the gear, no idea?
b2b creativity data digital marketing By Natalie Cooke

Don’t forget about human creativity and insight in the avalanche of shiny new tools and platforms.

Account-based marketing: A path to personalised customer experience
b2b marketing By Benjamin Wong

An account-based marketing approach can help B2B marketers create an engaging customer experience says Progress' Benjamin Wong.

Transformation, comms and crisis: Q&A with Commvault’s Bill Wohl
b2b communications marketing pr technology By Gabey Goh

INSIDE IN-HOUSE PR: Commvault’s chief communications officer discusses lessons from his time with HP, the relationship between comms and marketing, and the fun of working with B2B brands.

With branded content, Tech Mahindra angles for ‘ringside view’ of the future
b2b digital By Gabey Goh

Tech Mahindra’s chief strategy and marketing officer, Jagdish Mitra, talks to Campaign Asia-Pacific about the company's move to stand out through content and its deal with WSJ Custom Studios.

Huawei appoints Leo Burnett China to handle Enterprise Business Group
b2b china By Jenny Chan 陳詠欣

SHANGHAI - Leo Burnett China has been chosen, without a pitch, to be the creative partner for Huawei's Enterprise Business Group (EBG)—making it the first advertising agency-of-record for the brand's B2B unit.

Four steps to engaging the ‘self-educated’ buyer: Oracle
automation b2b insights By Staff Writer

Today’s buyers arm themselves with information before they even approach a brand; marketers who fail to adapt to this new reality risk being left behind the curve. A new white paper from Oracle offers an easily digestible guide to solving the B2B engagement challenge

B2B tech buyers deserve consumer shopping experiences
b2b marketing By Srinivas Padmanabharao

Today’s buyers of business technology shop more like consumers than they do traditional procurement operations, which means technology marketers have to let the buyers drive the selling process, according to Srinivas Padmanabharao of Akamai Technologies.

Inbound marketing giving SMEs a competitive edge
b2b content seo By Gabey Goh

SINGAPORE - Small and medium sized businesses (SMEs) are using inbound marketing to challenge the marketing budgets of bigger competitors.

Content creation a top challenge for Asian marketers: HubSpot
b2b content seo By Gabey Goh

SINGAPORE - Creating content for international audiences and hiring top talent are ongoing challenges specifically for Asian marketers, according to a new survey by HubSpot.

B2B marketing: Initiate a mindset adjustment
b2b marketing By Howard Sherman

When you put 100 communications professionals from across Greater China in one room, you are sure to have some lively discussions. And that’s exactly what happened recently at the B2B Leadership Symposium at the China Europe International Business School in Shanghai.

Knowledge gap in B2B circle prompts third Doremus symposium
b2b By Staff Reporters

SHANGHAI - Doremus is hosting the B2B Leadership Symposium for the third consecutive year on Thursday, 15 January 2015, at the China Europe International Business School.

Building brands in Singapore: A B2B communicators’ perspective
b2b branding singapore By Lauren Goble

Building a strong and unique brand in Singapore has never been as important as it is today for institutional B2B companies. The country is a booming financial hub and a formidable rival to Hong Kong’s investment nucleus.

Etymon expands to a tech clientele with Orange

b2b hong kong pr By Benjamin Li

HONG KONG - Orange Business Services, a global IT and communications service provider (CSP), appointed Etymon for a PR retainer in Hong Kong.

Don't let B2B marketing bore
b2b marketing By Himanshu Verma

When a robot came calling at Nasdaq, everybody noticed.

Beyond boring: B2B marketers inch toward storytelling
b2b china marketing By Jenny Chan 陳詠欣

SHANGHAI – B2B audiences are made up of human beings, although you wouldn't know it by looking at most marketing directed towards them. Now, more folks are asking why B2B marketing shouldn't use the same storytelling tools proven to work in the B2C space.