Marketing Areas
Explore our expert-led B2B marketing guides, reports, podcasts and articles. Search and filter by your chosen B2B specialism.
Trending Reports, Benchmarks And Models
In today’s complex professional services landscape, standing out and driving growth has never been more challenging or more rewarding. From navigating lengthy sales cycles to showcasing your unique value in a competitive marketplace, professional services
This report is your ultimate guide to the most innovative and impactful campaigns in the industry. From groundbreaking omni-channel strategies to revolutionary uses of AI, this report showcases the most pioneering initiatives that have driven
Enhance your firm’s reputation by turning your experts into recognized industry voices with our guide, From Expertise to Influence: Unlocking the Power of Employee Advocacy for Professional Services. Uncover how engaging your top talent on
Discover how to connect with Gen Z professionals through peer-driven strategies. This guide reveals why user-generated content, peer reviews, and influencer opinions resonate more with this generation than traditional marketing. Equip your marketing and HR
Whether you’re joking about it taking over your job or using ChatGPT for the first time, AI has become quite the buzzword. And with all the curiosity around it, it’s important to understand how it
This guide will provide Marketing and HR leaders with actionable steps to collaborate on building a strong employer brand using social media, employee advocacy programs, and referral-based hiring. This process effectively demonstrates how to use
This report takes a detailed look at why content marketing needs to be so much more than just generating leads downloading a report (yes, we know). Of course, this still plays an important role, but
Lead generation has always been a critical aspect of B2B marketing, with marketing teams needing to feed the often insatiable demand of sales for fresh opportunities. But there are a unique set of challenges and
Trending Articles
Data-driven marketing in B2B has become more essential than ever in an industry that relies on measurements, personalization, and specific customer personas. So what is it exactly, and what are the benefits of implementing a
In B2B organizations, clients increasingly expect a seamless, personalized and efficient experience. An elevated customer experience (CX) is no longer just a “nice-to-have” — it’s essential for business growth and long-term success. But what exactly
Arguably the biggest challenge facing B2B marketers is understanding how to balance novelty with reliability in campaigns. In other words, to do things that we know will work, whilst at the same time experimenting and
When it comes to digital communication, businesses are constantly searching for tools that improve customer engagement and drive results. Rich Communication Services (RCS) is an enhanced messaging protocol designed to replace SMS by offering richer
As the 2024 B2B Marketing Awards unfolded, where we proudly to sponsored the Best use of Creative Award, we find ourselves reflecting on why creativity matters so much in B2B. At its best, creativity isn’t
Marketing has rapidly evolved, with teams now juggling multiple roles while proving their value across the business. Increasingly, it seems that marketing is expected to deliver more business impact and drive revenue, fast. Research shows
What is B2B content marketing? B2B content marketing is the creation and distribution of valuable and relevant content to attract and engage businesses. Simple enough, right? However, if you’re a B2B marketer, you probably know
Your brand. There’s an argument that it’s the most important thing you can build as a marketer. It lasts longer than any one campaign, event or lead nurture programme, and, built properly, it can help
Get a room full of B2B marketers together, and you’ll notice a trend. No, it’s not a passion for AI – it’s a sense of frustration that we don’t always get the respect and appreciation
Account-based marketing (ABM). If you’re a B2B marketer, the chances are you’ve heard of it. But what is it exactly, and why is there so much fuss made of this B2B marketing strategy? Well, this
We’re awash with statistics and ‘facts’ in B2B marketing campaigns, but which ones really matter? Which sources can you really trust as being objective? Too often, published research is self-serving, based on flimsy evidence with
It’s no secret that the past 18 months have been tough for many businesses. With tighter budgets, economic uncertainty, and pressure to deliver ROI, the temptation is to lean harder into metrics and automation. Numbers
Thought leadership is widely recognised as a powerful (if complex!) tool to differentiate your B2B brand and engage audiences. But its deployment has typically been focused at top or mid-funnel, and opportunities to leverage its
Trending Podcasts
B2B strategies. B2B skills. B2B growth.
Propolis helps B2B marketers confidently build the right strategies and skills to drive growth and prove their impact.
Trending Case Studies
It’s no secret that the hospitality industry suffered during Covid-19. With the sector taking a huge hit, B2B marketing agency, Omne, teamed up with McCain Foods to deliver an exceptional street food focused campaign. In fact, Omne scooped
Every year, the B2B Marketing Awards see some brilliant campaigns take home the win, and one of the most competitive categories? ‘Best channel marketing initiative’. In 2023, Revere scooped up the Gold for its holistic
Every year, the B2B Marketing Awards showcase the best of the best in the industry. And as the B2B world evolves, so do the awards. Last year, new categories were introduced to emulate the ever-changing
According to our Propolis Community Index, marketing leaders are spending 48% more on branding activities compared to last year. So it comes as no surprise that at our 2023 B2B Marketing Awards, we saw some incredible
Sharper won Gold at the B2B Marketing Awards for their work with Proact and NetApp in the IT solutions space. In this case study, you’ll learn the secrets behind how Sharper to find out how
This case study looks at how Quarry won two golds at the Elevation Awards for their work with ZS Associates. Learn how they achieved success and how you can too. Shift happens. The past few
Winning Gold Quarry’s ABM customer engagement case study: Learn how Winning Gold Quarry used ABM to increase customer engagement and drive ROI. Read the case study to find out more.
Trending Webinars
Leading from the frontlines: Marketing-driven commercial growth in the age of B2B transformation Leading from the frontlines: Marketing-driven commercial growth in the age of B2B transformation Leading from the frontlines: Marketing-driven commercial growth in the
Speakers: Joanna Moss, Marketing Director and Top Accounts & ABM, Salesforce Bev Burgess, Co-founder and Chief Executive, Inflexion Group Rhiannon Blackwell, ABM Leader, Global Marketing at PwC Dorothea Gosling, Executive Consultant, Inflexion Group About this
Presented by: Sam Zalesky, Manager, Propolis from B2B Marketing About this webinar: With growing concern around polarisation and political instability at home, and regional conflicts fundamentally reshaping supply chains and global trade, marketers need to
Presented by: Laura Patterson, Propolis Growth Strategy & Accountability Expert, B2B Marketing About this webinar: In times of political and economic uncertainty, volatile market dynamics, and downward budget pressures the need to demonstrate the value
Tech giants like Google are encouraging advertisers to put AI to work for creative – but what does that look like in practice? In this practical fireside, Google’s Bethany Poole and Redwood BBDO’s Lauren Priestley
In the ongoing quest to build trust and credibility, B2B brands often struggle to align brand awareness with demand generation. In the past five years, influencer marketing has emerged as a powerful tool to bridge
Digital experience platforms are increasingly becoming important in B2B marketing. They allow marketers to create exceptional and engaging experiences in order to stand out. However, with so many vendors in the market, how can B2B
Are you looking to advance your AI journey? Or perhaps you’re in the experimentation phase? Either way, you won’t want to miss this webinar with Gravity Global. Join Josh Okun, Chief Innovation Officer, Gravity Global
Let’s face it; creating quality and engaging events can be challenging. With so many B2B events happening today, standing out has increasingly become more difficult. From clear goal-setting and understanding your audience to creating content
In August 2023, we officially launched the Community Index, a real-time dashboard of B2B marketing metrics for Propolis members. Since then, we’ve collected data on B2B marketing budgets, spend, return, customer acquisition, retention, team structures,
B2B Marketing will be launching its 2024 Global Agencies Benchmarking Report, and to kick things off, Gravity Global and B2B Marketing will be discussing some global trends we’re currently seeing in the marketplace. We’re going
The healthcare sector has certainly shifted in the last few years. From the pandemic to a shift to digital, marketing leaders have had to pivot their strategies at the drop of a hat. In an
Event type: Online Webinar Date: April 4 2024 Time: 3 p.m. GMT | 10 a.m. E.T For years, B2B marketers have shared knowing glances across the table around the realities of using programmatic digital advertising.
Revealing the latest data on the technology and software space in B2B marketing. Let’s face it – the tech sector is constantly evolving from customer growth expectations to tech stack investments and much more. Our
Trending Videos
Trending Events
- September 2025 I TBC
- 27 June 2024, 4:00 PM BST
- February 5, 12, & 19, 2025 | Virtual
- 14 May 2024, B2B Marketing Offices, London, UK
- September 2025 I London, UK
- Part of B2B Ignite | 2 July 2025 | London
- November 2025 | London, UK
- November 2025 I London, UK
- Wednesday July 2, 2025 I London, UK
- The winners have been announced!