B2B marketing can work much better

Great businesses usually start with two things. A clear belief. The right people to build it around. For me both matter equally, which is why having Claire Dalton alongside me has made the belief feel not just stronger but genuinely possible.

Claire and I come at this from different places. Different backgrounds, different strengths, complementary rather than overlapping. Put an experienced network of partners around that and you have a team that can think and do across the whole of B2B marketing, not just one corner of it.

It matters for another reason too. In B2B, people buy people first. What earns trust is rarely the logo. It is the person across the table. It is whether you believe they will get it right.

The belief is simple. B2B marketing can work much better than it does today. Much better. Not because people lack ideas, effort or ambition. They have plenty of all three. It is because there are too many gaps.

Strategy sits far from execution. Brand is disconnected from demand. Insight does not inform activation. Measurement comes too late to deliver the evidence we all need to keep the work going. In its simplest form, the gap between the thinking and the doing is where a lot of B2B marketing loses its way.

You hear it in the things marketers say all the time. "We're busy, but I couldn't tell you what's actually working." "The campaign looked nothing like the plan." Good people, working hard, stuck on the wrong side of a gap nobody designed on purpose.

So today, Claire and I launch Spanb2b to help close those gaps. A senior team, supported by a strong partner system, working across strategy, demand, brand, ABM, sales and measurement. Connected in one place, not split across several.

The aim is straightforward: sharper thinking, fewer layers, faster progress, lower cost, more commercial impact. Basically, B2B marketing working much better.

I am genuinely excited to make this official. Even more so to be doing it with Claire, equal parts experience, judgement and unstoppable energy. There is more to share over the coming weeks. For now, if you have felt those gaps in your own marketing, closing them is exactly what we built Spanb2b to do.

More on how we work, plus the rest of the story in why we launched.

Frequently asked questions

What does Spanb2b believe?

That B2B marketing can work much better than it does today. Not because people lack ideas, effort or ambition, but because there are too many gaps: strategy sits far from execution, brand from demand, insight from activation, with measurement arriving too late to prove what works. Close the gaps and the work improves.

What gaps does Spanb2b close in B2B marketing?

The gaps between the thinking and the doing. Strategy disconnected from execution, brand from demand, insight from activation, plus reporting that comes too late to show what works. Spanb2b runs strategy, demand, brand, ABM, sales and measurement as one connected team so those gaps close.

Who founded Spanb2b?

Spanb2b was founded in 2026 by Adam Greener and Claire Dalton, senior B2B marketers. It is a senior-led B2B marketing agency, supported by a strong partner network.