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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

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

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

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:

Blog

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

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.

Featured

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

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

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

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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