B2B Marketing More Insight and Analysis

Using automated search marketing tools are becoming popular amongst marketers looking to get to the top of the rankings. Claire Weekes looks at how they can be best used in B2B

Reuben Webb, creative director of IAS B2B, insists that when all's said and done it's the end of the road for creative clichés in business-to-business marketing

When Heathrow Terminal 5 opened its doors last month, it not only launched a new service (albeit, a disrupted one) to the millions of passengers that fly through London each year, it also set a new precedent with its advertising facilities. Lucy Reiter looks at the future of airport advertising and how business brands can make the most of air travel in the 21st Century

For many brands, in-flight advertising is an effective way of getting the promotional message across at a rare time when the target audience has few other distractions. Paul Dixon, MD of iCD Research, considers how companies can exploit this promotion tool to best effect

Director magazine – the UK's first dedicated business publication – has just turned 60, and to mark the occasion B2B Marketing takes a look back at business advertising through the decades. Claire Weekes spoke to three industry experts to get their take on a medium that's far from retirement

Simon Fraser, creative director at DNX, samples ads from the latest issue of Wine & Spirit, but ends up spitting out the contents

Jim Stringer, creative director at Cypher Direct, makes an epic journey through this month's issue of Business Travel World, but finds he needs a well-earned break after such a tiring trip

The launch of The Business Channel and TV programme 'Big Idea' show that commercial broadcasters are finally taking business-related programming seriously. So what opportunities does this present for B2B brands? Alice Johnson reports

How far can you go with B2B creative? Kate Walsh finds that, as long as it's well-informed, relevant to the audience and executed with class, you can go to second, third, even fourth base

Viacom's £10 million deal to handle all tube advertising looks set to trigger a revolution in how brands use this long-established medium to target business commuters, and has implications for the wider world of transport advertising. By Alice Johnson

Brand ambassadors – personalities who support a brand in its marketing – are a favourite tool for B2C companies, but they are beginning to emerge in B2B. Alice Johnson analyses this perceived growth and determines if ambassadors can aid business brands

Advertising in trade and professional publications remains one of the cornerstones of B2B marketing, despite the arrival of newer more fashionable mediums. Ian Sclater examines how to get the best out of B2B print advertising

Business directories are becoming more sophisticated as a marketing platform – both as paper products and online – and it's crucial for B2B marketers to recognise the new options to find which ones suit their needs best. Catherine Chetwynd investigates the new twists in an old tale

Outdoor advertising has come a long way since the days of peeling billboards and the Marlboro man and B2B companies have been pivotal in testing its parameters by using new innovative methods. In fact, outdoor is a manifestation of how progressive and exciting B2B really is. Kate Walsh reports

Trade magazines are failing to recapture the soaring revenue figures of pre-9/11 days, but as Joel Harrison reports, many are investing in new formats – particularly online – to accommodate advertisers' requirements

Buying media is a time-consuming, specialised and convoluted task, but Alex Blyth says the process need not be painful and can be made more effective by following some simple advice

The radio has been under-used in the B2B marketing sphere – understandable given its dearth of audience data and dubious response rates – but the advent of digital radio is set to resolve its shortcomings. Kate Walsh examines this potentially powerful B2B medium

Lucy Fairclough, head of B2B marketing at the Periodical Publishers Association says it pays to advertise in business-to-business publications