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Stay in the loop with the latest B2B industry trends.

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24 April 2026 by Cos Mingides

B2B brands aren't won in the pitch room. They're won long before it.

If you're a marketing leader still betting on sharper messaging to drive growth, this one's worth your time.

Blog

23 March 2026 by Anna Stone

Marketing to SMEs: Insights from our breakfast roundtable with Toyota

At a recent roundtable hosted by True and Jo Ross from Toyota’s Brand Strategy team, we asked a roomful of Senior Marketers how to be successful in marketing to SMEs.

Blog

4 February 2026 by Ellie Nicolaou

THE IPA MAKING SENSE PODCAST: ELLIE NICOLAOU

True’s Ellie Nicolaou joins the IPA Making Sense podcast to reflect on how the media landscape is being experienced by the next generation – from the realities of starting out in the industry to how Gen Z is navigating work, learning and progression today.

Blog

27 January 2026 by Anna Stone

The 5 principles of growth - Masterclass with Richard Parsons

Our Co-Founder Richard Parsons visited Stoica our BBN partner in Romania to talk about the B2B Institute’s 5 principles of growth – here’s what they discussed:

Blog

14 January 2026 by Anna Stone

Don’t forget to watch the ads – Inspiration from a True Celebration of Creativity in B2B

Every year, we bring together client-side marketers to review and debate the best B2B creativity of the year. The breakthrough campaigns and the bold strategic thinking – presented by the brand leaders who made them.

Blog

23 December 2025 by Anna Stone

B2B WorldFest 2025: Sports sponsorship, AI in action, B2B NOT versus B2C, and why the brand-performance debate is void

From sports sponsorships to AI-powered decision-making, here are the insights that are reshaping how we think about B2B marketing.

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Latest Blog

B2B brands aren't won in the pitch room. They're won long before it.

Marketing to SMEs: Insights from our breakfast roundtable with Toyota

THE IPA MAKING SENSE PODCAST: ELLIE NICOLAOU

The 5 principles of growth - Masterclass with Richard Parsons

Don’t forget to watch the ads – Inspiration from a True Celebration of Creativity in B2B

B2B WorldFest 2025: Sports sponsorship, AI in action, B2B NOT versus B2C, and why the brand-performance debate is void

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