Marketing Areas
MARKETING AREAS
ABM & Demand Generation
Brand
Channel Partnership
Content, Creative & Campaigns
Customer Experience
Data and Insights
Marketing Operations  and Technology (MarTech)
People, Teams and Skills
Strategy and Evolution
ABM & Demand Generation
Discover real-world Account Based Marketing (ABM) and Demand Generation insights to help drive your B2B success. Explore our expert-led resources and best practices for targeting high-value accounts, and mastering lead generation and nurturing.
Learn more
Brand
Explore frameworks and guides on how to identify, build and manage a successful B2B brand strategy that enhances your market presence and resonates with your target audience.
Learn more
Channel Partnership
Learn how B2B channel partnerships work, the role they can play in helping to drive growth and how you can use them to expand your reach and drive sales.
Learn more
Content, Creative & Campaigns
Learn how compelling content, innovative creative strategies, and targeted campaigns drive engagement and generate leads. Explore our resources to master the art of crafting impactful messages that resonate with your audience and boost your marketing ROI.

Learn more
Customer Experience
Discover importance of customer experience in B2B marketing, its impact on client retention, and best practices for enhancing satisfaction throughout our expert-led guides, models and insights
Learn more
Data and Insights
How can data-driven strategies enhance decision-making, customer targeting, and ROI? Discover best practices, trends, and tools for transforming your data, analytics and performance metrics to enhance your marketing strategy.
Learn more
Marketing Operations and Technology (MarTech)
Explore our best practices and guides to optimizing your martech stack and how to align your technology, processes and people to drive growth, enhance customer experiences, and maximize ROI.
Learn more
People, Teams and Skills
Learn best practices, strategies, and insights to enhance team dynamics, foster talent, and optimize marketing capabilities in your organization.
Learn more
Strategy and Evolution
Explore insights and guidance curated especially for senior marketing leaders looking to influence and enhance corporate strategy, as well as drive marketing excellence within their organizations.
Learn more

How to Develop a Scalable 1:Many ABM Strategy
Download now

Five Steps to Building a Brand Business Case
Download now

Laser-focused channel marketing: How tech Vendors and Partners can reap the benefits of a hyper-targeted approach to channel marketing
Download now

The Elevation Awards 2024 Winners Report
Download now

What is customer knowledge sharing and why is it important?
Download now

How to Build a Data Strategy in Four Steps
Download now

Martech Vendor Spotlight Report 2024 for Account-Based Marketing
Download now

2024 Propolis Community Sprint Report – Commercial Marketer
Download now

Creating a Value-Added Marketing Strategy
Download now
Propolis
Events
Training
Resources
Articles
Case Studies
Reports & Models
Podcasts
Videos
Webinars
About Us

Home » Podcasts » Kate Owen’s approach to using ABM in B2B and B2C

Kate Owen’s approach to using ABM in B2B and B2C

ABM & demand generation

In this episode David Rowlands spoke with University Partnership Programme’s (UPP) CMO, Kate Owen, last year's winner of B2B marketer of the year.

Kate discusses how to approach ABM within the higher education sector, cross industry collaboration and how she’s applying ABM to both the B2B and B2C sides of the business.
If you want to learn more about all things ABM, get your tickets to the ABM Conference here.

Catch up with every episode of The B2B Marketing Podcast across all popular platforms:

To find out more about contributing to future B2B Marketing podcasts, contact the team below:

Explore Other Podcasts

Inside belief, thought theatre and content dysmorphia, with Differentiated

In this week’s episode of the B2B Marketing Podcast in association with Differentiated, we are joined by Jon Buckthorp, Commercial Director, Differentiated to discuss the agency's latest report: Art & Science: Exploring new horizons built

Everything you need to know about strategy planning in 2026

In this week’s episode of the B2B Marketing Podcast in association with Revere, we dive into the essentials for strategic and financial planning as we head into 2026.

The sweet sound of success in audio branding, with Neil Montgomery

Did you know that 95% of brands lack a solid sound identity? If you’ve never given much thought around audio branding, then this podcast episode is a must-listen for B2B marketers.

A look inside the 2025 B2B Marketing Awards shortlist

We’ve just announced our B2B Marketing Awards Shortlist, and we are joined by FunnelFuel, Differentiated, Gravity Global and The Croc to break down some of the juicy details behind this year’s theme and campaigns.

Why B2B strategy needs a little magick: Escaping the data trap, with Lesniak Swann

In this week’s episode of the B2B Marketing Podcast, Kavita Singh spoke to Matt Hicks, Strategy Director, Lesniak Swann to describe the data trap that marketers often fall into when creating campaigns.

Want to integrate AI into your business strategy? We spoke to Jake Bird to find out how

In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing spoke with Jake Bird, Director, JI Marketing to discuss the importance of AI readiness and strategy.

Exploring creativity, data and the new rules of engagement, with Omne

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Head of Growth Solutions Content, B2B Marketing, spoke with Omne about the evolution of brand into a data growth engine.

How to make your rebrand stand out in a sea of sameness, with Jada Balster

In this week’s episode, David Rowlands, Head of Product, B2B Marketing spoke with Jada Balster, VP Global Marketing, TravelPerk to discuss all things rebranding.

How to get on the B2B buyer’s shortlist before the buying even begins

Oftentimes, B2B buyers have a list of vendors in mind before they’ve even started the purchase process. So how can brands make sure they’re on that list and increase their chances of winning the deal?

MARKETING AREAS

ABM & Demand Generation

Brand

Channel Partnership

Content, Creative & Campaigns

Customer Experience

Data and Insights

Marketing Operations and Technology (MarTech)

People, Teams and Skills

Strategy and Evolution

How to Develop a Scalable 1:Many ABM Strategy

Five Steps to Building a Brand Business Case

Laser-focused channel marketing: How tech Vendors and Partners can reap the benefits of a hyper-targeted approach to channel marketing

The Elevation Awards 2024 Winners Report

What is customer knowledge sharing and why is it important?

How to Build a Data Strategy in Four Steps

Martech Vendor Spotlight Report 2024 for Account-Based Marketing

2024 Propolis Community Sprint Report – Commercial Marketer

Creating a Value-Added Marketing Strategy