Driving Commercial Impact in Modern B2B Marketing
As B2B buying behavior shifts and sales cycles lengthen, marketing teams are under growing pressure to prove commercial impact, not just generate leads. Virgin Media O2 recognized the need to evolve its marketing function into an always-on, commercially accountable engine. This case study explores how Nimmi Bhalla, Director of Business Marketing, partnered with Propolis to build core skills, align teams around customer experience and commercial outcomes, and embed a shared mindset that connects marketing activity directly to business results.
The Challenge: Building Capability at Scale
Virgin Media O2 was not looking for another content library. The team needed practical support, access to real-world expertise, and a partner that could help drive change across a complex, enterprise organization. With growing pressure to deliver commercial outcomes, the challenge was how to upskill teams, align around shared priorities, and turn learning into action.
Different Levels of Skills and Confidence
While some teams were already progressing in areas like ABM and customer experience, others needed structured support to build core commercial marketing capabilities. Virgin Media O2 wanted a consistent approach that could raise standards across the organization while still meeting teams where they were, with learning they could apply immediately.
Moving Beyond Generic Advice
Off-the-shelf guidance was not enough. The business needed tailored, hands-on support aligned to real commercial goals. Propolis stood out for its breadth and flexibility, combining self-serve learning with access to specialists in ABM, customer experience, and commercial marketing, plus a peer community tackling similar enterprise challenges
Turning Insight Into Action
Insight alone would not drive change. Virgin Media O2 needed practical formats that translated strategy into day-to-day impact. This included focused Power Hours for immediate guidance, immersive bootcamps to build in-house capability and reduce reliance on agencies, and collaborative workshops designed to align teams and spark new thinking, all supported closely by Propolis customer success and account managers
Why Virgin Media O2 Chose Propolis
Propolis stood out for its combination of practical expertise, flexible learning, and peer-to-peer community. Rather than offering generic advice, Propolis took time to understand Virgin Media O2’s specific challenges and commercial priorities, delivering tailored support designed to drive real change across the organization.
Tailored, Hands-On Support (Not Generic Content)
Virgin Media O2 was not looking for another content library. They needed a partner that could help translate strategy into action. Propolis worked closely with the team to design bespoke initiatives aligned to business goals, supported by dedicated customer success and account managers who acted as an extension of the internal team.
Access to Real-World Expertise and Enterprise Peers
Propolis gave Virgin Media O2 on-demand learning alongside direct access to specialists in ABM, customer experience, and commercial marketing. Just as importantly, the peer community created space to exchange ideas with other enterprise marketers facing similar challenges, accelerating learning through shared experience.
Practical Formats That Drive Impact
Support was delivered through focused Power Hours for immediate guidance, immersive bootcamps to build in-house capability and reduce reliance on agencies, and collaborative workshops designed to align cross-functional teams and spark fresh thinking. Each format was built around applying insight quickly, not just consuming information.
“What stood out about Propolis was its tailored, hands-on approach. Other providers tend to offer generic advice. What Propolis delivered was practical, engaging, and directly aligned with our strategic goals.”
-Nimmi Bhalla
The Propolis Solution: Building Commercial Capability Across the Organization
Propolis’ tailored approach allowed Virgin Media O2 to focus support where it would have the greatest impact, helping teams build skills, align around shared priorities, and connect marketing activity directly to commercial outcomes. By combining self-serve learning with expert-led sessions and bespoke programs, Propolis enabled Virgin Media O2 to elevate capability across regions and functions, creating a common language and consistent approach to performance.
A Fresh Perspective on Commercial Marketing
A key benefit of Propolis was the external perspective it brought to the marketing team. In a large enterprise, it is easy for teams to become inward-looking. Propolis introduced fresh thinking, practical frameworks, and up-to-date best practices across areas such as customer experience, ABM, and go-to-market strategy, helping Virgin Media O2 stay aligned with how modern B2B buyers behave.
This outside-in view was reinforced through Power Hours, immersive bootcamps, and collaborative workshops, giving teams access to specialist expertise they could apply immediately, while reducing reliance on external agencies and strengthening in-house capability.
