BarkB2B: growing the business-to-business (B2B) marketing sector

What is it about?

This case study tells the story of BarkB2B, a boutique marketing firm specialized exclusively in business-to-business (B2B) marketing. Founded in Egypt in 2018, BarkB2B focused on creating long-lasting partnerships with clients in industries such as IT, logistics, construction, and renewable energy. The case explores the critical aspects of BarkB2B's business model and offers a comprehensive view of real-world challenges and opportunities in the B2B marketing landscape. It helps learners understand strategic positioning, core values in decision-making, innovative partnership-based business models, the role of educational marketing, and the complexities associated with growth. It concludes by highlighting the dilemma faced by BarkB2B's founder and managing director Naela Sakr as she reflects on the challenge of maintaining the company’s positioning while achieving greater profitability and growth.

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