B2B Marketing More Insight and Analysis

This month's test saw web users tasked with booking tickets to a technology event after checking venue and prices. Base One's usability expert, Susanne Wraight and web development director, Paul Hatcher, analyse the users' experiences

The digital revolution and the recession have failed to kill off the face-to-face event as a marketing channel, according to new research. Joel Harrison examines the results

With the recession dampening down desire for firms in the private sector to buy new products and services, and the Government recently announcing a public spending cash injection, many B2B brands are thinking of selling to the public sector for the first time. Claire Weekes investigates how to get a foot in the door

The waste management industry has had to keep up with many changes over the last few years, but until recently, its marketing seems to have been left behind. Alex Blyth reports on an industry just starting to get to grips with its rubbish image

The legal industry has lagged behind other professional services industries in terms of its marketing, but that could be about to change. Lucy Reiter discusses how law firms are taking steps to adopt sophisticated techniques while still maintaining some of their old-fashioned ways

Global finance brands, which can struggle at the best of times to retain positive brand images, are finding it particularly challenging to keep their corporate audiences on side as they try to ride out the credit crunch. But can they use marketing tactics to overcome battered reputations? Claire Weekes reports

Liberalisation of the UK mail market means postal operators have to refine their offerings and sharpen their marketing tactics to win over the lucrative business market. Claire Weekes reports on who's doing what in the fight for market share

Officebroker.com offers Christmas party-goers a one-stop survival guide for getting through the silly season

Last month's Defence Systems & Equipment International exhibition in London attracted plenty of headlines; few of which were positive. Claire Weekes reports on one of the most difficult, and defensive, marketing sectors

Simon Futcher, customer development centre manager at Ryder, says enrolling in the IDM Certificate in B2B Marketing was a worthwhile investment in time

Microsoft has spared no expense for the launch of its new Vista operating system, describing it as its biggest launch ever. But how successful has it been in countering negative PR relating to launch delays? And why, given Vista's massive business audience, has most activity been focused on consumers? Lucy Reiter reports

Airline business travel is booming, despite the hurdles of recent years, with aggressive new entrants challenging the likes of BA to overhaul their marketing. Alex Blyth reports on the sky-high market

B2B organisations often think about marketing the wrong way round, ignoring the enormous benefits to be gained from targeting an internal ahead of the external audience. In what way, asks Alice Johnson, should internal marketing be conducted, and how do companies stand to benefit?

B2B companies can no longer afford to dismiss corporate social responsibility as an issue for top-tier consumer-facing brands, or multi-nationals. As Dave Howell reports, CSR must be taken seriously by companies of all sizes, operating in all markets

The success of challenger brands such as Alliance & Leicester Commercial Bank and Bank of Scotland Corporate has finally convinced the Big Four high street banks of the need to change the way they market to SMEs. Alex Blyth reports

Catering and food services has a huge, but relatively discrete profile, with relatively little money spent on marketing and branding. However, with the launch of the first dedicated loyalty programme launched earlier this year, is this sector set to step out from the shadows? Alex Blyth reports

The B2B automotive market is lucrative, if tough, with sales of vans and company cars constituting 55 per cent of all new vehicles registered in the UK last year. But as Mark Tobin reports, the rise in contract leasing and fleet hire is undermining the relationship that many vehicle brands have with their customers, and forcing them to be more creative in their marketing

The marketing of business software is undergoing a resurgence, with greater maturity in its attitude to product development, together with newer and more sophisticated techniques, driving investment. But as Joel Harrison reports, changes in the way applications are sold and licensed present challenges for the future

Marketing departments are grudgingly accepting the role that procurement has in purchasing products and services. But as Mark Tobin reports, the relationship doesn't have to be acrimonious, and both parties – and the company as a whole – has much to gain from collaboration

Marketing is anathema to business services companies, despite their critical role in the wellbeing and survival of many organisations. Mark Tobin reports

Differentiation is proving difficult for logistics companies as the sector becomes ever more crowded with new entrants and aggressive global operators, and this is putting ever greater pressure on marketing activity. Alex Blyth reports

Marketing through the channel in the beauty sector presents unique difficulties which require simple solutions. Kate Walsh looks at the challenges of marketing to and through beauty therapists

Low cost airlines and budget hotels – is this what lies ahead for the business traveller? Or will sophisticated marketing return business class to its former glory. Catherine Chetwynd catches a glimpse of the future