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.
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?
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.
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.
Jon Moger speaks to the Business Marketing Club
Our CMO, David van Schaick, spoke to Aruba Networks' marketing director on behalf of the BMC.
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?
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.
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 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.
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?
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 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.
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?
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.
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.
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.
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.
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.
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.
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
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
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
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?
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
"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
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
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
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
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.
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
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
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 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
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
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?
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?
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
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
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
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?
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
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
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
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
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
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
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
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.