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4 min read Lena Roland, WARC The new WARC Guide to Rethinking B2B Marketing outlines several forms of disruption that are reshaping this discipline. Lena Roland, Managing Editor, WARC.com, examines how learning from the consumer space might be a valuable driver of business-to-business success. This month’s WARC Guide focuses on Rethinking B2B Marketing – a discipline often seen as far less glamorous than its consumer-facing counterpart, but which is undergoing disruption all of its own thanks to the COVID-19 pandemic and a longer-term evolution in technology and strategic thinking. Several themes emerged from the thought leadership, new research, best practice advice and lessons from business-to-business (B2B) brands in the Guide. And they include: how to build a B2B brand in 2021; the growth of account-based marketing; selling big-ticket items remotely; and managing across B2B and B2C portfolios.

Les binetRemona duquesneLenovo asia pacificSusie srokaLena rolandMarcus lambertKevin arshamWunderman thompsonWiemer snijdersBhaskar choudhuriMike goldenNina mullenDragon rougeRafael martin staffan holgerssonApril crichlowTb institute