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B2B marketing research, thinking, conversations and events designed to challenge convention, build conviction, and inspire marketing leaders to drive real commercial impact.

Featured

Upcoming in-person event

26 November

A celebration of creativity in B2B

Join our celebration of creativity in B2B event, where we showcase bold campaigns, standout moments, and hear insights from leading brand voices.

Whitepaper

The ‘Rule of Three’ in any purchase decision.

Read to discover the link between creativity and sales

View whitepaper

Blog

Airwallex Showed B2B How Sport Sponsorship Should Be Done

Most B2B Brands Rent Space in Sport. Airwallex Tried to Own It.

On-demand webinar

What space can only you own?

Watch the session on mapping your category to find a distinctive position that only you can own.

Interactive tool

The Creative Scale

A shared standard for judging creativity, raising ambition, and driving creative effectiveness in B2B

Explore tool

Latest Webinars & Events

View all webinars & events

Upcoming in-person event

26 November

A celebration of creativity in B2B

Join our celebration of creativity in B2B event, where we showcase bold campaigns, standout moments, and hear insights from leading brand voices.

On-demand webinar

What space can only you own?

Watch the session on mapping your category to find a distinctive position that only you can own.

On-demand webinar

Which moments win your category?

Watch the session on mapping the moments that bring buyers into your category — and deciding which to own.

On-demand webinar

Is your content built for the way AI now buys?

Watch the session on making your content work for the machine that finds you and the human who chooses you.

On-demand webinar

How hard is your creative really working?

Watch the session on scoring your creative objectively — and finding out what sharper work is worth.

On-demand webinar

What should your media budget actually be?

Watch the session on sizing your media budget against the evidence — and setting a number that’s built to win.

On-demand webinar

Beyond the algorithm: The new rules of B2B marketing effectiveness

A masterclass for B2B marketers who want to stop blending in—and start building brands that actually grow in the AI era.

On-demand webinar

B2B Opportunities in a Changing Media Landscape

Connecting the dots in a WFH world

On-demand webinar

Quantum Marketing: a new dawn for B2B

How B2B marketers can take control of unpredictable buyers with Quantum Marketing

On-demand webinar

The business of brand

How to prove its value and win market share in 2021

On-demand webinar

Maximising creative effectiveness in B2B

How to be successful at effective creative marketing

On-demand webinar

Make them feel

Inspiring Examples of Emotion in B2B

On-demand webinar

Account based advertising

How to increase reach and influence

On-demand webinar

Advantage in adversity

How B2B marketing leaders can help their companies emerge stronger post COVID-19

On-demand webinar

Creative inspiration session

Showcasing the best examples of creativity in B2B

Latest Research

View all research

Interactive tool

The Creative Scale

A shared standard for judging creativity, raising ambition, and driving creative effectiveness in B2B

Explore tool

Whitepaper

The ‘Rule of Three’ in any purchase decision.

Read to discover the link between creativity and sales

View whitepaper

Whitepaper

Eff*Up B2B Volume 1: beyond ROI

Three principles to shift from bullsh*t metrics to business metrics.

View whitepaper

Latest Blog

View all blog

Cos Mingides in a white T-shirt, cut out against red, beside The Drum column lockup reading Cos Mingides on B2B Effectiveness

Blog

B2B’s Employee Creator Fantasy Needs a Reality Check

In his recent Drum column, Cos Mingides, Co-Founder and Head of Effectiveness at True, argues that B2B marketing has become very good at copying the visible conventions of creator content without necessarily understanding why creators became influential in the first place. Looking like creator content is not the same as creating something people choose to consume.

Blog

Capgemini Engineering on Brand: Why Fame Gets You Shortlisted

At a recent roundtable hosted by True and Julian Fowler, Global Marketing Director at Capgemini Engineering, we brought together senior B2B marketers to talk about the value of brand in marketing to Enterprise: why it matters, how to prove it, and what changes now that AI has a say in who gets shortlisted.

Blog

Fujitsu on Brand vs Demand: Why Buyers Remember

At a recent Enterprise roundtable hosted by True and Andrea Clatworthy, Head of Europe Marketing Transformation at Fujitsu, we asked a room of senior B2B marketers how to influence buyers who are increasingly hard to reach.

Blog

A Celebration of Effectiveness in B2B

There’s a lot of research about effectiveness in B2B but how do you turn the principles into a reality.

Blog

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.

Blog

Airwallex Showed B2B How Sport Sponsorship Should Be Done

Most B2B Brands Rent Space in Sport. Airwallex Tried to Own It.

Blog

The Research Is Done. Now B2B Marketers Need to Grow a Backbone.

The evidence for effective B2B marketing is settled. So why are most marketers still not acting on it?

Blog

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.

Blog

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

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

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

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:

Featured

A celebration of creativity in B2B

The ‘Rule of Three’ in any purchase decision.

Airwallex Showed B2B How Sport Sponsorship Should Be Done

What space can only you own?

The Creative Scale

Latest Webinars & Events

A celebration of creativity in B2B

What space can only you own?

Which moments win your category?

Is your content built for the way AI now buys?

How hard is your creative really working?

What should your media budget actually be?

Beyond the algorithm: The new rules of B2B marketing effectiveness

B2B Opportunities in a Changing Media Landscape

Quantum Marketing: a new dawn for B2B

The business of brand

Maximising creative effectiveness in B2B

Make them feel

Account based advertising

Advantage in adversity

Creative inspiration session

Latest Research

The Creative Scale

The ‘Rule of Three’ in any purchase decision.

Eff*Up B2B Volume 1: beyond ROI

Latest Blog

B2B’s Employee Creator Fantasy Needs a Reality Check

Capgemini Engineering on Brand: Why Fame Gets You Shortlisted

Fujitsu on Brand vs Demand: Why Buyers Remember

A Celebration of Effectiveness in B2B

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

Airwallex Showed B2B How Sport Sponsorship Should Be Done

The Research Is Done. Now B2B Marketers Need to Grow a Backbone.

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

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

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