Strategy
The Foundations of B2B Marketing Effectiveness
Build strategic capability grounded in the proven principles that underpin effective marketing strategy.
Workshop
The B2B Marketing Effectiveness Sessions
Strategic workshops designed to help B2B marketing leaders equip their teams with the frameworks and insights needed to drive stronger commercial outcomes from marketing.
The B2B Marketing Effectiveness Sessions are a series of strategic workshops designed to help marketing teams strengthen the capabilities that underpin effective marketing.
Each session focuses on a critical capability — from strategic foundations and creative effectiveness to content strategy and commercial value — giving teams practical frameworks they can apply immediately.
Whether you're defending marketing investment to your CFO, building strategy in a complex B2B organisation, or strengthening marketing capability in a fast-growth or sales-led business, the sessions provide the language and tools to position marketing as a credible driver of enterprise value.
Explore the sessions
When marketing teams strengthen all four, marketing becomes a true driver of enterprise value.
Creative
Building a Culture of Creative Effectiveness
Establish a shared standard for judging creative quality so your organisation produces more commercially effective work, more consistently.
Content
Creating Distinctive Content in the Age of AI
Create distinctive content strategies that stand out across the B2B buying journey in a world flooded with AI-generated sameness.
Value
Connecting Marketing to Business Value
Apply a measurement framework that translates marketing activity into CFO-friendly language and business value.
WHO THESE SESSIONS ARE FOR
B2B marketing leaders and their teams who are:
- Under pressure to prove marketing's contribution to growth and ROI
- Building marketing capability as their organisation scales
- Defending marketing investment to sceptical CFOs, founders or leadership teams
- Working to strengthen strategic thinking beyond tactical execution
Across all sessions, we tailor examples and applications to your business and specific industry context.
FORMAT
2-hour interactive workshops
Sessions include:
- Proven strategic frameworks grounded in marketing effectiveness research
- Real-world case studies demonstrating how the principles work in practice
- Interactive discussion focused on your organisation's specific challenges
- Practical tools and frameworks your team can apply immediately
WHY TRUE
True is a brand-first B2B creative and media agency working with mid-size and enterprise organisations across full-funnel marketing. We are the only B2B agency with IPA Effectiveness Accreditation.
The frameworks shared in these sessions are True's proprietary models, developed through our work with clients and informed by leading marketing effectiveness research from organisations such as WARC, The B2B Institute and the Ehrenberg-Bass Institute of Marketing Science.
They combine academic insight with practical experience gained over 13 years working with B2B organisations, and are designed to help marketing teams apply proven principles in real-world business contexts.
To find out more or book a workshop for your team,
contact Richard Parsons — richard@trueagency.com
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