B2B Marketing Features

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

Marketers who believe the grass is greener in B2C and opt for consumer jobs ahead of B2B are missing out on stimulating roles and excellent opportunities. Sara Goodwins reports

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

Considering recruiting a fresh face to your team in time for the New Year, but stumped as to where to find the right candidates? There is a wealth of B2B talent available, writes Mark Tobin; companies just need to know where to look

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

Recruiting B2B marketers is both costly and time-consuming, and can have catastrophic consequences for your business if you get it wrong. So how should companies choose between the various recruitment channels available? Alice Johnson investigates

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

Gerry Hopkinson, founder of Unity PR, says 'free' is the best price in marketing for the smaller business

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

How important is getting a professional marketing accreditation? Can it help you boost your standing within the organisation, get a new job or is it nothing more than a few extravagant letters after your name? Catherine Chetwynd investigates

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

B2B marketers have a bewildering choice when it comes to professional development: accredited courses, conferences, networks, distance learning. But how much difference does each action make? And how should business marketers make this decision? Sara Goodwins investigates

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

Outsourcing alleviates pressure, provides impartial advice and gets better results; but it can also sap a company's financial resources and control over projects. Mark Tobin asks whether outsourcing really is outsmarting

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

A good marketing team is like a well-oiled machine: when it's working efficiently it is taken for granted. Remove one of the cogs and efficiency is impaired but the machine need not stop. Sara Goodwins reports on how to find the best person and explains why the future is bright for employers and job-seekers

Charlie Hoult, CEO of Loewy Group, says as well as enjoying the usual round of seasonal over-indulgence, B2B marketers must also start thinking carefully about how to reap the rewards of the New Year