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.

S&M Forum event

Behavioural science

Research and analysis

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.


Client directors

Managing client-agency relationships

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



Do you really need consent under GDPR?

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

A tale of B2B marketing triumph

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.


B2B Data

How data sets the foundation for B2B marketing

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?


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.


The TMP Academy

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.


Marketing expertise

Jon Moger speaks to the Business Marketing Club

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


Inside Sales

Common misconceptions about a vital team

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


Unique Selling Points

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.


Making B2B indispensable

A story of how B2B marketing needs to raise its game

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.


Marketing Effectiveness

Marketing communications' effectiveness is in sharp decline

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


Insubstantial MQLs

Marketers are drowning in low-quality leads

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?


Channel strategy planning

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.


The end of 'Digital Transformation'

The phrase 'Digital Transformation' should be retired

There needs to be more effort put into translating Digital Transformation messages into stories the audience will care about.


Reactive marketing

What to do when your competitor hits a home run

Sometimes, your competitor runs a piece of marketing that is truly brilliant. Senior leaders are asking what you’re going to do in response. What do you do?


Copywriting with Sales

How to work with sales to improve B2B content

We sat down with Richard Maybey, content lead, to discuss B2B content strategy, tips for consistent copywriting, and how to work effectively with sales.



What does the future hold for B2B data and analytics?

We spoke to Nicola Anzarouth, Senior Data Analyst, about the future of B2B data, the consequences of upcoming GDPR, and how data should influence strategy. Watch the interview here.


The next step on social

LinkedIn is pushing beyond an advertising platform

LinkedIn offers B2B marketers much more than a channel to run online advertising – it’s an information source at the intersection of data-driven marketing and social media.


Artificial Intelligence

We’re in danger of falling for our own hype

Artificial Intelligence (AI) has the potential to transform B2B marketing. But we need to think critically to avoid wasting our budgets on empty hype.


Working In B2B

What keeps you challenged and engaged?

The Marketing Practice Inc. was set up to bring a different kind of B2B marketing to the USA. We spoke to Managing Director, Matt Harper, about what makes it a special place to work.


Digital marketing

What are the biggest challenges for B2B marketers?

We spoke to our Digital Account Director about all things digital, inbound, automated, and much more. Watch the interview here.


A call for integrity

The post-truth fallout for B2B marketing

How can marketers rebuild relationships with buyers who are increasingly cynical of B2B marketing? Frankly, the industry can't continue in its current state.


A prescription for the pain

CEB puts ease of purchase at the heart of the B2B sales process

An abundance of information doesn't always make the B2B sales process easier. New research by CEB suggests a prescriptive approach is more effective


Element Of Success

How to distinguish marketing strategy from tactics

With more digital channels than ever to distract you from your marketing strategy, it's more important than ever to get the basics right


Authentic copywriting

The Clash taught me everything I know about B2B copywriting

Our Head of Content explains why B2B marketing needs to be credible to succeed, and how writing more authentic copy is a step in the right direction


Challenger Marketing 101

The 4 principles of Challenger Marketing

The 'Challenger Sale' has been a well-known phrase since 2011. But how do you put the Challenger Sales approach into practice in B2B marketing?


Customer success marketing

How B2B organisations can make it succeed

Marc Russman, former marketing manager at IBM, explains a different approach to advocacy he developed at their Cloud Business Unit


Outlandish claims

"I take my martech providers with a pinch of salt"

Recent claims by technology vendors simplify and obscure the challenges faced by B2B marketers. It's not just misleading, it's counterproductive


Getting CX right

Why fine-tuning your proposition is the key to being customer-centric

Customer experience is one of the hottest topics in B2B marketing. But however beautiful your web journey is, it still needs to point in the right direction


Customer experience and the rise of cognitive

TMP's Chief Marketing Officer shares his insights from the Festival of Marketing 2016, especially around the future of AI in B2B marketing programmes


The Marketing Practice Inc

Why TMP is setting up shop in Seattle

In 2016, TMP set up our first North American office in Seattle. Find out more about the reasons behind the expansion from our President International


AdBlockalypse Now

How adblocking can be an opportunity for B2B

Users are switching off from digital advertising. We need to reflect on why it's happening, and how marketers must change their mindset on digital marketing


What your prospects want to hear

A research report on attitudes to marketing among B2B buyers

IT decision-makers give their verdicts on where marketing (and sales) need to sharpen up – and what they really appreciate.


Challenge the status quo

Rethinking thought leadership from a Challenger Marketing perspective

If your thought leadership is formulaic or unoriginal, don't publish it. We don't need more generic content - we need genuine, challenging viewpoints


In-house vs outsourced

What B2B marketing agencies need to do better

The agency-client status quo is shifting, and agencies need to do more to prove their value compared to their counterparts in internal marketing teams


The 'differentiation' problem

What can you do when your audience can't tell you from your competitors?

Today, most B2B buyers see no real difference between supplier propositions. But the good news is, there are still ways to stand out.


Social Selling

Social selling shouldn’t belong to the sales team. Here’s why

Social selling requires a lot of background work. Your sales team could do this, but is it the best use of their time? This is where marketing should come in

S&M Forum event

Bound to impress

Highlights from our Sales & Marketing Forum

Thoughts on role of inbound marketing in B2B from Jon Moger, Marketing Director at Aruba and Graham Wylie, Senior Director at AppNexus


Technology updates

3 reasons the Microsoft-LinkedIn buyout should be on your radar

We asked our experts for their verdict on the LinkedIn buyout - what are the implications for inbound marketing, social media and B2B data management?

S&M Forum event

What is inbound marketing?

A quick intro to the hottest topic in B2B

Ahead of our Sales & Marketing Forum on the topic, we explore the meaning of inbound marketing. What is it? And what's the difference from outbound?

S&M Forum event

Inbound in B2B

4 steps to maximising your inbound marketing

We've been told about the benefits of inbound marketing ad nauseum. But how do you put that into practice? Our Head of Inbound explains


A unique opportunity

The B2B marketing landscape in Germany

TMP's Managing Director for Germany explains why we're opening our latest office in Munich, and why TMP's proposition has been so successful in EMEA


Culture shock

How I learnt to stop freelancing and love the job

Moving from a freelance background to an agency can be a daunting career change. Our Copywriter Jade explains what brought her to TMP


Don't be misled

B2B marketing is done with the ‘57% of the buyer’s journey’ statistic

Even SiriusDecisions (who coined the statistic) say it might be time to retire it. So why is it so persistent, and how do we get beyond it to a workable solution?


New horizons

The Marketing Practice opens its doors in Germany

The Marketing Practice GmbH opened its doors in February 2016. Read on for a first look at our newest office premises in Munich


Metrics and chill?

How closed-loop reporting can help you seal the deal

B2B marketers can measure everything nowadays. But only when those metrics are joined up, and contributing to commercial results, are you succeeding


Reputation & Revenue

A business case for creativity in B2B marketing

Some marketers are compelled to focus on short-term opportunity generation. Others put their money on high-impact brand initiatives. But research shows the best bet is a combination of the two.



The rise of the sales and marketing hybrid

"Smarketing" may be a horrible word. But there's a reason it keeps coming back - it reflects a need in B2B for more commercially-focused marketers

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