B2B Marketing Features

B2B marketing is all about relationships – so if your contacts get made redundant, don't write them off as a lost cause. Lucy Fisher reports

The building and construction industry is a tough market to communicate to. With a huge, multi-layered audience, a maze of environmental legislation as well as mounting health & safety regulations to consider, Lucy Reiter finds out how B2B marketers are using the tools of their trade to communicate to them

Anyone involved in performance evaluation and measurement in PR will know the sector is a minefield of acronyms, uncertainty and jargon. Jim Beakey, director of communications mapping at Hill and Knowlton, looks at the latest developments and challenges in the measurement of B2B public relations activity and identifies the acronyms that spell success

Christmas presents one of the biggest opportunities in the year to make friends and influence people. Francesca Brosan, director of digital and advertising agency Omobono, explains why the season of goodwill presents an opportunity not to be missed by B2B brands.

The brief is an integral element of any campaign, says John Stanton of ABBA and Base One, but all too often B2B briefs are ill-conceived

Communicating to your staff should be an integral part of your marketing strategy as it encourages motivation and a united team, as well as helping to alleviate office rumours. Alex Blyth presents the 10 commandments of internal communications

Corporate communications used to be purely about reporting financial performance, but are increasingly being used to accommodate a much broader range of information for a wider audience. Should it therefore be counted as a marketing discipline? Alice Johnson investigates

Is all publicity good publicity? Although sometimes difficult to carry out and even more difficult to measure, PR still plays an important part as the 'face of the company'. Alice Johnson examines the role of PR in strategic and tactical B2B marketing

When a PR disaster strikes businesses have two choices: either sink or swim. Alice Johnson investigates how EDF Energy and Airbus coped with their respective recent crises, examines how negative PR can damage a brand and looks at how crises can be averted

Freelance journalist and provider of copywriting training for PR staff, Melissa McClements offers some helpful hints on how to write a press release

Building a good relationship with the trade press can seriously improve business. Getting coverage is not mission impossible, but it does require more than a few statements with 'press release' scrawled on top or a shared bottle of Soave with a journalist. By Kate Walsh

B2B companies cannot afford to take a reactive approach to PR, if they wish to have any control over the way their brands are perceived by the media, says Alice Lythgoe-Goldstein, head of media relations at Band & Brown

BASDA is using PR to promote its members' interests and broader issues relating to business software use to a wider audience. Communications director Wendy Maylock explains how it achieves this