What marketers can learn from startups responding to crisis

Jann Schwarz

Alison Lange Engel, a B2B Institute Research Fellows, gives her frontline insights into the startup space and what lessons there are for marketers and business leaders.

As a think tank focused on studying the future of B2B marketing and decision making, The B2B Institute is tapping our expert network, seeking different perspectives that can provide a macro point of view on how marketers can best weather the storm.

The startup world is an interesting space to study, as frequent pivots and the need to quickly adapt to rapid change come with the territory. That said, the scale of disruption currently happening is clearly several magnitudes larger than what even seasoned entrepreneurs have previously experienced in the tumultuous startup world.

One of our B2B Institute Research Fellows...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands