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Blog

Stay in the loop with the latest B2B industry trends.

Richard Parsons

38 results
Blog
2 July 2026 by Richard Parsons

We know what works. So what's holding B2B back?

B2B Ignite returned to London on 1 July, and the industry is in better shape than it sometimes gives itself credit for. The rooms were full and the conversations were sharp, and credit to the B2B Marketing team for building the programme around exactly the right ambition, marketers taking more control of growth.

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Blog
28 April 2026 by Richard Parsons

Inside the Judging Room: Trends and Contrasts at the ANA B2 Awards

Recently, I had the privilege of sitting on the judging panel for this year’s ANA B2 Awards. Reviewing the submissions provided a fascinating look under the hood of modern enterprise strategy, and several clear trends emerged that I am already discussing here at True.

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Blog
15 May 2025 by Richard Parsons

Navigating the Shifting Sands of the DMU

For years, B2B marketers have obsessed over understanding the Decision-Making Unit (DMU). We’ve mapped funnels, charted journeys, and built personas in the hope of cracking the code. But what if the DMU you’re targeting today is unrecognisable tomorrow?

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Blog
12 May 2023 by Richard Parsons

The 95-5 Rule of Advertising

The 95-5 Rule of Advertising* states that 95% of your potential buyers are not ready to buy today. These 95% are “out-market” today, but will be “in-market” sometime in the future.

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Man with computerBlog
24 September 2018 by Richard Parsons

How creativity leads to better results

Creative agencies have always struggled to prove their value. So why is it that the task seems to be even harder today?

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just do it.jpgBlog
8 August 2017 by Richard Parsons

Just do it…

Once you've done all your thinking, research, and empathizing, hopefully you have a pretty good idea what you want to say – what the brand narrative is going to be. It’s time to start synthesizing all those influences into the semblance of a big idea.

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