B2B or C, the answer should always involve Creative Publicity

Wiemer Snijders

Summarises the most fundamental patterns in buying behaviour, and how they also manifest themselves in B2B categories.

Brand theories & ideas
Marketing to B2B audiences
Purchase behaviour
Brand growth

Rethinking B2B marketing

This article is part of a series of articles from the WARC Guide to rethinking B2B marketing. Read more.

The discipline of marketing must at least be 10,000 years old. Ever since the earliest farmers settled it enabled specialisation, surplus, and the resulting trade with its central question: how can we sell more to more people?

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