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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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Why top-of-funnel marketing matters more than ever for smes: insights from our roundtable with motorola
At our recent roundtable hosted by True and Wilkin Lee from Motorola, we asked a roomful of senior marketers how to be successful in marketing to SMEs. One theme emerged with striking clarity: brand awareness isn't a luxury for small and medium businesses—it's the foundation everything else is built on.
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Beyond the Algorithm: The Five New Rules of B2B Marketing Effectiveness
Every B2B marketer is experimenting with AI right now. The tools are everywhere—from content generation to predictive analytics, from creative testing to audience targeting. But if everyone has access to the same technology, where does the competitive advantage actually come from?
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True Achieves IPA Effectiveness Accreditation Once Again – Leading the Way in B2B
We're very proud to share that True has once again achieved IPA Effectiveness Accreditation — making us one of only 12 agencies to have earned the accolade every year it has been awarded, since 2021.
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Proving Marketing’s True Impact in B2B: Insights from Snowflake’s Round Table
Our founder, Cos Mingides recently joined a round table hosted by Snowflake and B2B Marketing to tackle one of the industry’s toughest—and most important—challenges: proving the true commercial impact of marketing in B2B.
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Bridging the Gap: How Brand and Performance Marketing Work Best Together
Brand versus performance marketing – the perpetual debate – so it was refreshing to hear a discussion at BIMA’s SXSQ London house suggesting the answer might lie in working together. And I don’t mean doing both in silos but splitting the budget 50:50 – I mean actually working together.
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