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.

Filter:

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.

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.

Mari Kauppinen wins at the Women Leading Tech awards

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

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.

WATCH

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.

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.

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 programmes around the world. Read the results in this new report, produced in association with the FINITE Community.

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 programmes offer an advantage to those ABMers willing to make the attempt?

WATCH

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.

CEO of The Marketing Practice discusses recent acquisitions and what they mean for the B2B marketplace

In the latest B2B Marketing podcast, David Rowlands and Matt Harper talk about why Kingpin and Omobono were such a great fit for TMP, why B2B agencies are set to receive further investment, the challenges of combining three agencies, and more.

WATCH

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.

WATCH

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

WATCH

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.

The Marketing Practice acquires Omobono

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

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.

WATCH

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.

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.

WATCH

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!

How to keep any team creative in a hybrid working environment

Whatever problems your team is trying to solve on a daily basis – defending against competitors, creating new campaigns or entering new markets – creativity is key.

WATCH

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.

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.

What will the legacy of Covid-19 be on B2B tech partnerships, and how should we adapt?

Microsoft, KPMG and The Marketing Practice gathered around a virtual round table to discuss the impact of the pandemic on how we communicate to our partner ecosystem and clients, package up solutions, and go to market – and how this will evolve in the future.

WATCH

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.

WATCH

Insight / 45 minutes

Customer lifecycle marketing: the next frontier for B2B marketers?

Customer lifecycle marketing: Recent research suggests leaders are doing more of it. So what’s going on? Why are leaders focussing on it? How can we make it happen? What’s getting in the way?

WATCH

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.

Jennifer Aniston, storytelling and why sales know best about customer lifecycle

Join John Aloy from O2 Business as he shares his journey with TMP CMO, David van Schaick. Together they’ll take you on a journey that will reveal the art of growing strategic customers, and what all this has to do with Jennifer Aniston.

WATCH

Insight / 30 minutes

Going global: Behind the scenes with local and global teams delivering ABM at scale

Hear from ABM practitioners at ServiceNow, one of the world’s fastest-growing businesses. If you have seen great results with 1:1 ABM – and maybe even some 1:few approaches – how do you grow this to a global model?

WATCH

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.

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.

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.

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.

WATCH

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? We’ve combined lessons from last decade’s global financial crash, with fresh techniques that are working well today.

Strengthen your value proposition

Many B2B firms struggle to stand out from the noise. The answer? TMP Pro: a practical methodology to identify your point of difference.

Unclogging your sales pipeline

Pinpointing deals that can be accelerated, helping them to convert, then replicating them at scale is vital to increasing B2B revenue in the current environment.

Why the next German tech sector boom could be the biggest yet

Technology companies are used to riding the waves, but things are now looking up as digitalisation becomes the focus.

4 ways data analytics can kick your annual planning into shape

Do you need to make a case for more marketing budget? Expand your target market? Grow revenues from existing customers? Data analytics can help you achieve all these things and more as part of your annual planning process.

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.

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.

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.

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.

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.

The Marketing Practice appoints new CEO to drive global strategy

The Marketing Practice (TMP), an integrated B2B growth marketing agency, has appointed Matt Harper as Chief Executive Officer. Harper takes on the role after seven years with the business, three of those building the Seattle-based US operation to a team of 34 and annual revenues of $6m.

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.

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.

S&M Forum: ABM, an insider’s guide to making it work

Sales & Marketing Forum, Wednesday 14 October, 6-8pm, The Soho Hotel, London.

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.

Play the TMP Fruit Machine of Fate

Reveal your future with our brand new and entirely accurate Fruit Machine of Fate.

Free food or food for thought?

Let’s face it. If you’re a stellar B2B marketer you’re in high demand. Even more so if you’re a good egg to boot. Agencies will be falling over themselves to lure you in with their table football (check), funky offices (uh-huh) and office dog (yep, we’ve got one of those too).

Two minutes with our Head of Digital Marketing

With such a range of tech now available to improve B2B user experiences how can you make sure you’re focusing on the right things? How can you be sure your digital marketing will deliver optimum ROI? And what are the digital trends that are really going to make an impact on B2B in the next 3 years?

WATCH

News / 2 minutes

The dastardly exploits of Dr Mark Etting

At the B2B Ignite conference in London on 9th July we took on short term marketing miracle cures and won – here’s the story of how we did it.

WATCH

News / 3 minutes

ServiceNow & O2 Telefónica announced as finalists

B2B marketing leaders and innovators will be honoured at ITSMA’s 2019 Marketing Vision Conference

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.

Planning a podcast? You may want to think again

Ray Philpott, Head of Content & Copy asked podcast producers and networks a simple question: "Can you provide any audience stats on branded B2B podcasts?"

Bob Apollo: B2B sales effectiveness expert

What are the pitfalls of the B2B buying process today and how has this changed over time? What are the pressures that B2B salespeople face? And how do you tackle a scenario where your biggest competition is the status quo?

WATCH

News / 6 minutes

What does your family think you do for a living?

We asked 11 of our family members what they think we do for a living. The answers range from surreal to surprisingly accurate.

The benefits of becoming a member of the Business Marketing Club

Whether you’re working client-side or at an agency, if you’re a B2B marketer it’s worth checking out the Business Marketing Club (BMC)

WATCH

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.

The key to successful demand generation campaigns

This episode of ‘two minutes with’ is a demand generation mash-up, with two experts for the price of one.

WATCH

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?

WATCH

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.

Why B2B marketers are like babies

"If you split your acquisition-versus-customer marketing budget more proportionately in line with potential ROI, you might find that pipeline gap that’s been keeping you awake at night starts closing quicker than expected."

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.

WATCH

Interview / 2 minutes

Moving from client to agency work

What are the biggest challenges facing client-side marketing teams? What's the appeal of working for a marketing agency? And how does agency work differ from working for a client organisation?

WATCH

Report / 10 minutes

What sales say about B2B marketing

Sales and marketing alignment is clearly a good thing. But are we going about it the right way? We spoke to seven leading sales directors to find out.

Behavioural science: what does this mean for B2B marketers?

At our November 2018 S&M Forum, we explored the impact of behavioural biases on B2B decision-making with expert speaker Richard Shotton. Read the summary report here.

Behavioural Science and what it means for B2B

68% of people say they are more rational at work. We think they are wrong, and we are setting out to prove it.

Two minutes with a Client Director

What are the biggest challenges facing client and agency marketing teams? How do you maintain a strong relationship between agency and client?

WATCH

Interview / 14 minutes

The Joy of GDPR: ‘Consent’ or ‘Legitimate Interests’?

Many B2B marketers are being told they need consent to carry on communicating with their prospects and clients. We spoke to GDPR expert Duncan Smith to understand the nuances.

David vs Goliath

This is the story of how a small tech firm took a stand against the giants of the industry – and won. It’s a great example of what ‘marketing strategy’ can mean in the Business to Business space.

Two minutes with a Senior Data Manager

What's the biggest data challenge facing B2B marketers? How is GDPR going to affect B2B marketing over the coming years? How do you balance automation with personalisation?

WATCH

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.

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.

How have B2B technology marketers adapted to the digital era?

Our CMO, David van Schaick, spoke to Aruba Networks' marketing director on behalf of the BMC.

WATCH

Interview / 2 minutes

Two minutes with an Inside Sales specialist

Where can Inside Sales add most value to B2B campaigns, and how can marketers integrate internal teams to make the most of their insight?

Cookie	Description
cookielawinfo-checkbox-advertisement	The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Advertisement".
cookielawinfo-checkbox-analytics	This cookies is set by GDPR Cookie Consent WordPress Plugin. The cookie is used to remember the user consent for the cookies under the category "Analytics".
cookielawinfo-checkbox-necessary	This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-performance	This cookies is set by GDPR Cookie Consent WordPress Plugin. The cookie is used to remember the user consent for the cookies under the category "Performance".
PHPSESSID	This cookie is native to PHP applications. The cookie is used to store and identify a users' unique session ID for the purpose of managing user session on the website. The cookie is a session cookies and is deleted when all the browser windows are closed.
viewed_cookie_policy	The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.

Cookie	Description
_ga	This cookie is installed by Google Analytics. The cookie is used to calculate visitor, session, campaign data and keep track of site usage for the site's analytics report. The cookies store information anonymously and assign a randomly generated number to identify unique visitors.
_gat_UA-5611942-1
_gid	This cookie is installed by Google Analytics. The cookie is used to store information of how visitors use a website and helps in creating an analytics report of how the wbsite is doing. The data collected including the number visitors, the source where they have come from, and the pages viisted in an anonymous form.
_hjid	Hotjar cookie. This cookie is set when the customer first lands on a page with the Hotjar script. It is used to persist the Hotjar User ID, unique to that site on the browser. This ensures that behavior in subsequent visits to the same site will be attributed to the same user ID.
_hjRecordingLastActivity	This should be found in sessionStorage (as opposed to cookies). This gets updated when a visitor recording starts and when data is sent through the WebSocket (the visitor performs an action that Hotjar records).
GPS	This cookie is set by Youtube and registers a unique ID for tracking users based on their geographical location.
hjTLDTest	When the Hotjar script executes we try to determine the most generic cookie path we should use, instead of the page hostname. This is done so that cookies can be shared across subdomains (where applicable). To determine this, we try to store the _hjTLDTest cookie for different URL substring alternatives until it fails. After this check, the cookie is removed.

Cookie	Description
bscookie	This cookie is a browser ID cookie set by Linked share Buttons and ad tags.
driftt_aid	This cookie is set by Drift.com for tracking purposes. According to the Drift documentation, this is the anonymous identifier token. It is used to tie the visitor on your website with the profile within the Drift system. This allows Drift to remember the information that this site visitor has provided through the chat on subsequent site visits.
IDE	Used by Google DoubleClick and stores information about how the user uses the website and any other advertisement before visiting the website. This is used to present users with ads that are relevant to them according to the user profile.
uid	This cookie is used to measure the number and behavior of the visitors to the website anonymously. The data includes the number of visits, average duration of the visit on the website, pages visited, etc. for the purpose of better understanding user preferences for targeted advertisments.
VISITOR_INFO1_LIVE	This cookie is set by Youtube. Used to track the information of the embedded YouTube videos on a website.

Cookie	Description
__utma	This cookie is set by Google Analytics and is used to distinguish users and sessions. The cookie is created when the JavaScript library executes and there are no existing __utma cookies. The cookie is updated every time data is sent to Google Analytics.
__utmb	The cookie is set by Google Analytics. The cookie is used to determine new sessions/visits. The cookie is created when the JavaScript library executes and there are no existing __utma cookies. The cookie is updated every time data is sent to Google Analytics.
__utmc	The cookie is set by Google Analytics and is deleted when the user closes the browser. The cookie is not used by ga.js. The cookie is used to enable interoperability with urchin.js which is an older version of Google analytics and used in conjunction with the __utmb cookie to determine new sessions/visits.
__utmt	The cookie is set by Google Analytics and is used to throttle request rate.
__utmz	This cookie is set by Google analytics and is used to store the traffic source or campaign through which the visitor reached your site.
YSC	This cookies is set by Youtube and is used to track the views of embedded videos.

Cookie	Description
_lfa
_uv_id	This cookie is set by SlideShare. The exact purpose of the cookie is not known to us yet.
bcookie	This cookie is set by linkedIn. The purpose of the cookie is to enable LinkedIn functionalities on the page.
cookielawinfo-checkbox-other
DFTT_END_USER_PREV_BOOTSTRAPPED
driftt_sid
ip2location_redirection_first_visit
lang	This cookie is used to store the language preferences of a user to serve up content in that stored language the next time user visit the website.
li_sugr
lidc	This cookie is set by LinkedIn and used for routing.
lissc
sc_anonymous_id	Soundcloud audio player
sclocale	Soundcloud audio player.
u
UIDR	This cookie is set bu scorecardresearch.com. The cookie is used to tracks the users activity across the internet on the browser such as visit timestamp, IP address, and most recently visited webpages. and may the data send to 3rd party for analysis and reporting to help their clients better understand user preferences.
UserMatchHistory	Linkedin - Used to track visitors on multiple websites, in order to present relevant advertisement based on the visitor's preferences.

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.

News / 3 minutes

News / 3 minutes

News / 2 minutes

Interview / 30 minutes

Insight / 10 minutes

News / 3 minutes

Insight / 8 minutes

Insight / 30 minutes

Report / 30 minutes

News / 30 minutes

Insight / 60 minutes

Insight / 45 minutes

News / 3 minutes

News / 5 minutes

Insight / 30 minutes

News / 3 minutes

Insight / 30 minutes

News / 3 minutes

Insight / 45 minutes

Insight / 5 minutes

News / 5 minutes

Insight / 20 minutes

Insight / 45 minutes

Insight / 45 minutes

News / 3 minutes

Insight / 30 minutes

Insight / 30 minutes

News / 2 minutes

News / 3 minutes

News / 3 minutes

Insight / 30 minutes

Insight / 5 minutes

Insight / 5 minutes

Insight / 5 minutes

Insight / 3 minutes

Insight / 5 minutes

Insight / 3 minutes

Insight / 3 minutes

Report / 5 minutes

Insight / 3 minutes

Insight / 5 minutes

News / 3 minutes

Insight / 5 minutes

Insight / 3 minutes

S&M Forum / 5 minutes

Insight / 3 minutes

News / 2 minutes

Insight / 4 minutes

Interview / 2 minutes

News / 2 minutes

News / 3 minutes

Report / 8 minutes

Insight / 5 minutes

Interview / 3 minutes

News / 6 minutes

Interview / 2 minutes

News / 5 minutes

Interview / 2 minutes

Interview / 2 minutes

Report / 2 minutes

Insight / 5 minutes

Interview / 2 minutes

Interview / 2 minutes

Report / 10 minutes

S&M Forum / 5 minutes

Report / 8 minutes

Interview / 2 minutes

Interview / 14 minutes

News / 5 minutes

Interview / 2 minutes

Insight / 4 minutes

News / 6 minutes

Interview / 4 minutes

Interview / 2 minutes