Subscribe to HoworthNews FeedSubscribe to HoworthComments

Browse > Home / Practices / Business to Business

Business to Business


In difficult economic times, Australia is recognised as being better positioned than most other countries around the world. Perhaps it’s due to 17 years of straight economic growth strengthening many companies which has given them the confidence to continue innovating.

Numerous studies have underlined how important it is for companies to continue marketing in an economic downturn. The smartest and most tenacious of companies keep focusing on the importance of their brand and actually increase their marketing focus.

The downturn is, in fact, an opportunity:

  • An organisation’s brand equity needs to be continually invigorated. Communicating about an organisation – its values and its work – is an important way of doing this.
  • As competitors weaken their marketing focus (which will occur) it is an excellent time to pick up disenfranchised customers and strengthen your influence on key stakeholders.
  • Current organisational stakeholders need to have their belief in, and loyalty to, you reaffirmed. Don’t let them down. This is an excellent time to enhance existing relationships.
  • Being positive helps keep and make new friends. Proactive marketing is an example of being positive in a tough environment.

The experience and results we have gained for our clients in the technology sector, which has always had a strong B2B element, has seen us attract companies from outside this market. Companies such as BlueScope Steel, Hewitt, NRMA Motoring & Services, LexisNexis and iStockphoto are a testament to this.

Our business-to-business practice, like our other practices, defines success according to client business objectives. It is underpinned by rigorous strategic thinking and planning, that delivers results according to agreed KPIs. Our B2B offering covers the following sectors:

  • Construction
  • Property
  • Engineering and science
  • Transport and logistics
  • Manufacturing
  • Resources
  • Energy and utilities
  • Professional services
  • Media and entertainment
  • Medical technology
  • Education and training
  • Automotive