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.

Interview

B2B DATA

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.

News

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.

Blog

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.

Interview

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.

Interview

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.

Blog

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.

News

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

Blog

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

Blog

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

Blog

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?

Interview

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

Blog

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

Report

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

Blog

Festival of Marketing 2016

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

Interview

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

Blog

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

Report

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.

Blog

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

Blog

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

Report

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.

Report

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

News

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

Interview

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

Blog

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

Blog

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?

News

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

Blog

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

Report

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.

Blog

Smarketing

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

Blog

The content deluge

Content marketing is going horribly, horribly wrong

We've swapped one kind of useless marketing for another. In marketers' attempts to stop selling their product too hard, they've stopped selling anything

News

B2B Marketing Awards 2015

The Marketing Practice picks up 14 trophies in 3 years

2015 was another very successful year for TMP at the B2B Marketing Awards - we've collected more silverware than any other agency over the last three years

S&M Forum event

The ties that bind us

Sales alignment is the key to creating a new engine for growth

Thoughts on sales and marketing alignment from Martin Hess, VP at HP Enterprise Services and Louis Fernandes, Marketing Director at SAS

Blog

The problem with personas

What we need to do differently in B2B marketing

Producing marketing personas is too often just a long-winded exercise that wastes time and doesn't create actionable insights. We need to change that

Report

Third Era of Demand Generation

How digital technology is redrawing the boundaries of B2B marketing

Demand generation is now entering a new era that integrates a broader suite of techniques to help drive demand today and strengthen your brand to improve the sales outlook for tomorrow.