What Works Where in B2B digital marketing

What Works Where

We’ve been doing our What Works Where research since 2011, in partnership with The Marketing Society, Circle Research and Winmark Global, to benchmark and share best practice in B2B digital marketing. The research explores what works where in B2B, revealing the digital strategies and activities that get the best results.


Latest Research – What Works Where 2016

In 2016 we canvassed the views of over 100 senior marketers and HR professionals from some of the world’s most influential B2B organisations. The findings uncover painful truths and serious questions for businesses and the teams charged with upholding the voice of their brand.

Click below to access the full report, get the insights from our panel debate and find out about the future of integrated communications.

See the latest research

Previous Research


What Works Where 2015

In 2015 we opened up the research to include 331 respondents not only from Marketing but also Sales, Customer Service, HR and Internal Comms. Check out our report, infographic and video to read some surprising results and find out how marketing is evolving beyond the Marketing Dept.

See the 2015 Research

What Works Where 2014

In 2014, we surveyed 115 senior business marketers about their digital marketing objectives, budgets, activities and challenges. We also asked what makes them happy at work. As it turns out, despite all the challenges in B2B digital marketing, most marketers think it’s pretty exciting. To get your hands on the results and analysis, check out our new magazine-style report, infographics and video:

See the 2014 Research

What Works Where 2013

In 2013, we surveyed 200 senior business marketers in the UK, USA and China. We found that marketers across the globe are facing more challenges than ever before, targeting more audiences in more regions, using more channels than three years ago. To see the video, infographics and reports:

See the 2013 Research

What Works Where 2012

In 2012, we surveyed B2B buyers as well as B2B marketers, allowing us to share insights into marketing approaches and buying decisions from both points of view. We also extended our What Works Where study to India, in partnership with Durham University Business School.

What Works Where 2012 (PDF) What Works Where India (PDF)

What Works Where 2011

In 2011 we began our ‘What Works Where’ research with the aims of allowing B2B marketers to benchmark their activities, highlighting best practice and sparking debate. Our first study revealed a number of disconnects between marketers’ goals and the techniques they were using to achieve them.

What Works Where 2011 (PDF)