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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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

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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News / 3 minutes

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.

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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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S&M Forum / 5 minutes

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

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

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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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News / 2 minutes

Play the TMP Fruit Machine of Fate

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

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Insight / 4 minutes

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).

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Interview / 2 minutes

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?

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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.

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News / 3 minutes

ServiceNow & O2 Telefónica announced as finalists

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

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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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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?

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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.

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Interview / 2 minutes

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)

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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

Collaboration: the key to successful 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?

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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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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.

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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 organisation?

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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.

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S&M Forum / 5 minutes

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.

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Report / 8 minutes

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.

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Interview / 2 minutes

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?

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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 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.

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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.

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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?

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Insight / 3 minutes

Put your USP in the bin where it belongs

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

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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Interview / 2 minutes

The biggest mistake in planning a channel strategy

In this interview Oliver Marshall, senior planner, discusses channel strategy, working with inside sales, and where marketers are going wrong.

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