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 / 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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News / 3 minutes

Account-based Marketing 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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Interview / 20 minutes

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

BlogInsight / 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 opportunity for B2B marketers

[WEBINAR] 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?

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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 personalization and reach in our demand generation, account-based marketing, channel, and customer lifecycle marketing programs.

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Insight / 2 minutes

B2B marketers: we’re all behavioral scientists now

Behavioral science has been a growing interest area for B2B marketers for some time. We caught up with Head of Effectiveness Alastair Hussain to get more of an understanding of how it’s being used in practice.

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Interview / 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?

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Interview / 30 minutes

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

In this webinar John Aloy, Head of Strategic Sales at O2 Telefonica shares how he’s been using ABM to improve customer value in strategic accounts for over four years.

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News / 2 minutes

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

ServiceNow account-based marketing program recognized in the 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 program at The Drum 2020 Marketing awards.

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Insight / 2 minutes

Don’t separate B2B brand-building from demand generation

B2B brands too often treat brand-building and demand generation as separate objectives with different budgets, but it’s much more effective to have one integrated approach through the whole of the marketing funnel.

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Insight / 30 minutes

B2B demand generation campaigns

This 30-minute webinar on demand generation provides practical tools and frameworks to whip your objective-setting into shape.

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Insight / 5 minutes

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.

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Insight / 2 minutes

5 reasons Binet and Field got it wrong on effectiveness

What do Sonic Youth, Carl Jung and the Bible have in common? They all think you should ‘kill your idols’ – that you shouldn’t be blinded by the shine of fame, that you need to keep your critical faculties intact when listening to ‘celebrities’.

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Insight / 5 minutes

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.

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Insight / 5 minutes

4 ways data analytics can kick your annual B2B marketing 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.

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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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Blog / 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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Insight / 30 minutes

Selling to the middlemen: how to market to and through System Integrators

Watch our webinar with Automation Anywhere’s Dan Roche and Adjacency’s Jon Clark on how to market to and through Systems Integrators and navigate these complex organizations.

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Blog / 3 minutes

B2B marketing and PR strategy 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.

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Insight / 30 minutes

B2B Ignite 2020

David Hayes, The Marketing Practice and Connor Douglass, Microsoft discuss how the best marketing leaders are driving revenue growth, secrets to creating alignment with sales, and how your brand purpose can act as a catalyst.

WATCH

Blog / 3 minutes

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

Homeschooling for B2B marketers

Homeschooling for B2B marketers - from specific updates on marketing through a crisis to more general bite-size sessions on marketing strategy, demand generation tips, ABM techniques and more.

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News / 2 minutes

The Marketing Practice appoints new EVP & Managing Director to lead US business

Former Executive at The Seattle Times And POSSIBLE, Harmony Crawford, Puts Team And Operations At The Heart Of Strategy To Drive Client Success At B2B Growth Marketing Agency.

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Blog / 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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Blog / 3 minutes

Account-based marketing: cutting through the noise

Account-based marketing promises a lot, and when done right ABM can deliver amazing returns. But despite what some may say, there’s no magical three-step formula and martech can’t provide you with a silver bullet.

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S&M Forum / 5 minutes

S&M Forum: “Nurturing your ABM baby: how to set yourself up for success”

Sales & Marketing Forum, Wednesday May 13, 6-8pm, The Edgewater Hotel, Seattle.

REGISTER

Blog / 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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Blog / 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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News / 2 minutes

Play the TMP Slot Machine of Fate

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

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Insight / 4 minutes

20 reasons to join The Marketing Practice in 2020

We're growing! In Seattle alone, we more than doubled headcount in 2019. And with growth comes opportunity.

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Blog / 8 minutes

Think long and act quick: Sales & Marketing Forum

Insights on marketing effectiveness from our first U.S. Sales & Marketing Forum

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S&M Forum / 2 minutes

What to expect from the Sales & Marketing Forum

The long game: what it takes to succeed in the era of marketing accountability

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Blog / 5 minutes

Nurturing your account-based marketing baby

How do you successfully pilot, refine and scale your ABM program?

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Interview / 5 minutes

Two minutes with Michael Cunningham, Microsoft Devices

How do you grow your channel sales globally with the help of partners? We caught up with Michael Cunningham, Marketing Director for Surface, who'll be speaking at our upcoming Sales & Marketing Forum

WATCH

News / 3 minutes

ServiceNow & O2 Telefónica announced as finalists

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

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Insight / 5 minutes

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?"

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Interview / 3 minutes

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

Interview / 2 minutes

Life as an Inside Sales Specialist

What qualities do you need to work Inside Sales? What does a typical day look like? And how does the role integrate with the other specialisms across the agency?

WATCH

Blog / 5 minutes

Accountability, integration and account-based marketing

B2B Marketing's Joel Harrison and The Marketing Practice's Matt Harper discuss current trends in B2B marketing

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Blog / 5 minutes

Choosing the right martech to support and scale account-based marketing programs

We've created something of a "Table of Martech Elements", outlining the tools we use in our ABM campaigns

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Interview / 2 minutes

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.

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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?

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.

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Insight / 5 minutes

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."

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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.

WATCH

Blog / 3 minutes

Premier B2B marketing agency relocates to Belltown, Seattle

The Marketing Practice, an international B2B marketing agency, recently announced that its Seattle office has relocated to Belltown to accommodate an expanding team.

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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 organization?

WATCH

Report / 10 minutes

What B2B sales directors say about 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.

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Report / 8 minutes

Behavioral Economics and what it means for B2B

The application of behavioral economics can mean more accurate insights and more satisfied customers for B2B marketers.

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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.

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News / 5 minutes

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.

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Interview / 2 minutes

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 personalization?

WATCH

Insight / 4 minutes

ABM materials: templates for your campaigns

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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Interview / 4 minutes

Jon Moger Interview with BMC

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?

WATCH

Insight / 3 minutes

USPs: they’re not always necessary or even desirable

The obsession with having a 'USP' has seeped into B2B marketing from traditional advertising - but it can be deeply counterproductive.

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Insight / 10 minutes

Making B2B marketing indispensable to the business

Only 8% of CFOs trust marketing’s ability to spend its budget wisely. Yet despite many ‘silver-bullet’ solutions, proving those CFOs wrong remains a challenge.

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News / 3 minutes

Marketing Effectiveness

B2B marketers are busy counting metrics which put short-term leads ahead of long term success, and the results that matter are suffering.

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News / 5 minutes

Drowning in a Sea of Insubstantial MQLs

Marketing qualified leads (MQLs) are losing credibility. That’s largely because they simply don’t convert into sales. So what can we do about it?

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