Marketing circles have been thrilled with influencer marketing for years. Today's consumer is increasingly ignoring traditional advertising, and recommendations from respected people seem more ...

What does building a meaningful B2B brand take in today's market? A new report from Havas offers a handy guide. Here, Gordon Young shares insights from The Drum’s B2B World Fest, where its authors ...

Businesses in the B2B retail supply chain, at the very heart of their organisations, are masters of understanding their customers’ needs. They have always seen the value of segmenting both their ...

Over a third of B2B marketers are often in conflict with sales, while half work for businesses that believe marketing exists ...

In B2B, where the 95/5 rule means that only 5% of buyers are in market when you want them to be, that memorability is essential. Powerful brand storytelling creates long-term memory structures in the ...