The B2B conversation

Below are some of our thoughts on the most pressing challenges and opportunities in B2B marketing today. We hope you enjoy them, and we’d love to hear your thoughts.
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News / 3 minutes

The Marketing Practice acquires Campaign Stars

We’re delighted to announce that The Marketing Practice has completed the acquisition of ABX specialists Campaign Stars.

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News / 3 minutes

The American dream that nearly wasn’t

Matt Harper, CEO of The Marketing Practice, on the biggest mistake he nearly made; and how, six years on, TMP’s US operations have evolved beyond his wildest dreams.

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News / 2 minutes

Mari Kauppinen wins at the Women Leading Tech awards

The Marketing Practice Australia’s managing director is named mentor of the year, 2022

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Insight / 8 minutes

ABM: What’s moving us forward and what’s holding us back?

We spoke to 50 marketing leaders and Account-Based Marketing specialists to get a picture of what’s working and what needs to improve in strategic ABM programs around the world. Read the results in this new report, produced in association with the FINITE Community.

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Interview / 3 minutes

5 reasons why switching from client to agency-side has been the ideal career move

Client and operations director Glenn Cooksley shares the five reasons he joined the TMP Australia team and why taking the plunge and moving from client to agency-side has been the ideal career move.

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Interview / 30 minutes

Is ABX finally coming of age?

Chris Burke, Associate Director, ABM Solutions at The Marketing Practice, and Amy Heidersbach, CMO, discuss why the ABX trend is emerging, how to deploy ABX on the ground, and what needs to change in terms of technology, structures, teams, processes, and mindset.

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Insight / 10 minutes

Principles of Growth Marketing

We spoke in depth to ten leading B2B professionals to help identify the principles that will define growth marketing over the coming decade. Download your copy of the report.

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News / 3 minutes

The Marketing Practice acquires 90octane

We’re delighted to announce the acquisition of leading US agency 90octane, as we continue to build a world-beating growth platform for B2B clients globally.

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Insight / 30 minutes

Account-based creativity: is brand building the final piece of the puzzle?

In an increasingly competitive ABM environment, where multiple vendors are targeting the same accounts and stakeholders, could integrating a brand marketing approach into 1:1 and 1:few programs offer an advantage to those ABMers willing to make the attempt?

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Report / 30 minutes

New B2B behavioural research: download the report

The Marketing Practice recently teamed up with B2B DecisionLabs and conducted some behavioural research to uncover the most impactful way to frame a business challenge to early-stage prospects.

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Insight / 60 minutes

How to scale ABM without losing effectiveness: Lessons learnt in APAC

In this on-demand session Mari Kauppinen, Managing Director APAC, The Marketing Practice is joined by Kerry Scotland, Head of Marketing APAC, Verizon and Colleen Baguley, Enterprise Marketing & ABM Lead for ANZ, Adobe who have successfully scaled their ABM programs in APAC.

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Insight / 45 minutes

New B2B behavioural research: watch on-demand

The Marketing Practice teamed up with B2B DecisionLabs to uncover the most impactful way to frame a business challenge to early-stage prospects. David van Schaick and Doug Hutton share the findings and how to use them in campaigns.

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News / 3 minutes

The Marketing Practice acquires Kingpin

We’re delighted to announce that The Marketing Practice has today completed the acquisition of Kingpin Communications, bringing together two leaders in B2B technology marketing.

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News / 5 minutes

The Marketing Practice acquires Omobono

The addition of one of B2B’s leading digital experience agencies will help drive our B2B growth platform vision.

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Insight / 30 minutes

Getting started with strategic ABM

Workday and ServiceNow ABMers in APAC share top tips for kicking off account based marketing in this 30 minute session from the ABM Leaders Virtual Forum APAC.

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News / 3 minutes

TMP partners with the FINITE community

We’re delighted to announce our collaboration with FINITE, the membership community for B2B technology and SaaS marketers, as Account Based Marketing agency partner.

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Insight / 30 minutes

Practical (Account Based Marketing) Magic

Hear from ServiceNow’s Elise Miller and TMP’s Jenny Leighton on what it takes to move from ABM account selection to active campaigning.

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News / 3 minutes

ABM Hotline launches

Ever wished you had an experienced ABM practitioner at the end of the phone to give you one-to-one advice? Now you do!

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Insight / 5 minutes

Closer than ever: how the pandemic is impacting B2B go-to-market partnerships

“I’ve been in countless brainstorming sessions recently with technology specialists, business strategists, designers and creatives all around one (virtual) table.” Oskar Nilsson of Microsoft speaks to Allyson Bancroft about what’s changing in B2B go-to-market partnerships.

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News / 5 minutes

The Marketing Practice secures significant new investment from Horizon Capital

We are delighted to announce a partnership with Horizon Capital to deepen our strengths in creating marketing that sells.

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Insight / 45 minutes

B2B branding is still critical in a demand generation world

Hear from Annie Headley, VP of corporate marketing at Nutanix, and David Hayes, VP of client growth at The Marketing Practice, on how to effectively join up the two sides of the brand-gen coin.

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News / 3 minutes

The Marketing Practice partners with three leading tech platforms to support complex B2B sales

We’ve signed agreements with three technology partners to provide our clients with added personalisation and reach in our demand generation, account-based marketing, channel and customer lifecycle marketing programmes.

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News / 3 minutes

The Marketing Practice scoops silver for ServiceNow ABM at B2B Marketing Awards

ServiceNow account-based marketing programme recognised in Best Corporate Decision-Maker campaign category.

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News / 2 minutes

The Marketing Practice wins Best ROI Campaign for Microsoft at The Drum 2020 Awards

The Marketing Practice (TMP), a leading B2B Growth Marketing Agency, has won the Best ROI Campaign for Microsoft’s Surface Modern Deployment programme at The Drum 2020 Marketing awards.

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News / 3 minutes

The Marketing Practice appoints former IBM marketing leader to head new office in Australia

Mari Kauppinen joins B2B growth marketing agency as Managing Director. Mari comes highly recommended following a number of years at IBM in roles leading demand generation, channel and account-based marketing across Australia and New Zealand.

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Insight / 30 minutes

30-minute B2B bootcamp

In this 30-minute webinar, the Sergeant Major of demand generation provides practical tools and frameworks to whip your objective-setting into shape.

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Insight / 5 minutes

7 concepts for Account-Based Marketing in recessionary times

What happens when recessionary pressures meet the ‘new normal’ of the Coronavirus era? It’s a first recession for 29 years in Australia, at a time when industries were already facing significant shake-ups (not least, the changes in Financial Services after the Royal Commission). To shine a light on

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Insight / 3 minutes

The final B2B frontier: PR and marketing integration

While most customer-facing functions have made strides in joining up plans and teams with the marketing department, how PR forms part of the picture is often less clear. Find out how COVID is accelerating an alignment between PR and marketing.

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Insight / 3 minutes

B2B brands must resist the lurch towards short-termism

The pandemic appears to have sparked a shift to short-termism, despite the evidence for the effectiveness of a long-term strategy. B2B marketers need to focus on the right metrics to strike a balance as we look to the recovery.

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Report / 5 minutes

B2B Effectiveness Barometer 2020

For the second year in a row we’ve teamed up with Marketing Week to survey hundreds of B2B marketers on what makes effective marketing. What sets leading marketers apart? How is B2B marketing adapting to the new buying environment? Download the B2B Effectiveness Barometer 2020 to find out.

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Insight / 3 minutes

Sardine fishing in a storm: How B2B marketing will change after the pandemic

B2B marketers must use the current disruption to shift their habits and focus on more effective ways of working and communicating.

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Insight / 5 minutes

Marketing through a crisis

It doesn’t need us to tell you that we are living in unprecedented times. But although the coronavirus pandemic is a new challenge, as marketers we can learn lessons from previous global crises and try to apply them to our current approach.

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Insight / 5 minutes

Home-schooling for B2B marketers

A packed timetable of B2B marketing to download on demand, from specific updates on marketing through a crisis, to more general bite-size sessions on marketing strategy, demand generation, ABM and more.

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Insight / 3 minutes

Why groupthink changes how we think about B2B marketing

“We’re not trying to solve a series of problems for individuals, we’re trying to create an environment in which consensus is easier” David van Schaick on overcoming B2B groupthink.

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Insight / 3 minutes

Hobbling along the last mile of demand generation

By investing heavily in the operation to generate leads, and then skimping on the follow-up, companies are risking the growth of their business on the skills of a siloed team working from a call guide.

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Report / 8 minutes

The long and short of B2B marketing

We teamed up with Marketing Week to ask 600 B2B marketers about topics such as campaign effectiveness, sales and marketing integration, budget allocation and measurement. The findings make compelling reading for any forward-thinking marketer.

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News / 5 minutes

Quickstart Analytics

Marketing is most effective when it reaches the right prospects at the right time. Yet most companies don’t have the clean, usable data to achieve that. QuickStart Analytics is our new solution to help marketers improve their targeting, fast.

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Interview / 2 minutes

How data analytics can help in B2B marketing

Data analytics can feel like a complex area, so how do you know where to start? What are some of the potential pitfalls? And, if done well, what improvements can be made in your B2B marketing programmes?

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Report / 2 minutes

Why lifecycle marketing is vital for B2B

In this short guide, we’ll show you how we think marketing teams could focus resource more effectively when it comes to customer marketing, and we’ll provide pragmatic steps to set you in the right direction.

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Interview / 2 minutes

Two minutes with a Senior Account Manager

What qualities do you need to work in client services? How does the role of Senior Account Manager differ from expectations? And what's life really like at an integrated B2B marketing agency.

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Insight / 4 minutes

ABM comms plan and reporting dashboard

Here are two templates we’ve used on successful ABM campaigns: an example ABM communications plan and an ABM reporting dashboard.

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News / 6 minutes

Creating our own training academy

In our experience, most marketing training is either heavily B2C-focused, entry or mid-level, or focused on specific tactics or channels, like SEO or social media. We set out to change that.

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