How business-to-business marketers can become true “growth drivers”

Stephen Whiteside

Research by agency Stein IAS, in conjunction with consultancy The Effectiveness Partnership and WARC, has identified the traits and capabilities of top-performing business-to-business brands.

Business-to-business (B2B) marketing has undergone a profound shift from being a simple “enabler” of sales and growth to playing a central role in boosting market share, disrupting industries and moving brands into new geographies.

This learning emerged from a survey of senior enterprise-to-enterprise marketers by Stein IAS, a B2B agency, working with The Effectiveness Partnership, a consultancy, and WARC. More specifically, the research drew on a poll of executives at firms boasting annual revenue of $250 million+, with greater representation from companies logging $1 billion+ in annual sales.

By asking participants to describe their areas of primary focus, the study...

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