Resources
Thinking from the Spanb2b team
Blog posts, the MQL series and whitepapers on senior-led B2B marketing.
MQL seriesPart 2What moving markets teaches you about your own marketing assumptions
Maddie Skillen, Head of MEA Marketing at PayPal, on what changes when you take a global B2B strategy into the Middle East, and why the biggest shift is often in how you think.
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MQL seriesPart 1What makes a marketer valuable when you can't be an expert in everything?
Marketing's remit keeps expanding while businesses have more ways to access specialist expertise. Jeremy Laight on judgement, pattern recognition and what experience adds when knowing everything is no longer realistic.
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BlogThree months in: what we've learnt building Spanb2b
Three months after launching SpanB2B, we look at what's worked, what hasn't, how B2B challenges change by market, and what we've learnt building a new agency.
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BlogThere's a difference between being seen a lot and being remembered for the right thing.
Nobody in your target audience knows they are part of an omnichannel campaign. They are simply encountering your brand, and that is what the media plan needs to add up to.
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BlogThree reasons B2B companies are looking for a new marketing agency right now
Conversations with B2B marketers reviewing their agency setup point to three reasons: wider perspective, closer relationships and more delivery capacity.
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BlogThe tools are changing. The job isn't.
James joined Freya Ward on B2B Marketers: Off The Record. AI, search and buying groups are all shifting, but the actual job of marketing has not.
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BlogThe budget marketers have, and the budget they wish they had
Ask a B2B marketer where their budget goes and you get one answer. Ask where they would put another £100k and you often get a very different one. That gap says a lot.
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BlogMore than summer drinks
A look back at the first Spanb2b Summer Drinks on 30th July, bringing together clients, partners, friends and colleagues to celebrate what we are building.
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BlogChatGPT Ads and B2B: what we genuinely don't know yet
There is a wave of confident commentary about advertising inside ChatGPT. For B2B, the honest position is that this is an unproven beta, and most of the questions that would justify spending are still open.
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BlogJames O'Flaherty joins Spanb2b as Managing Partner
James O'Flaherty announces he has joined Spanb2b as Managing Partner, leading client relationships and commercial partnerships.
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BlogB2B buyers don't live on LinkedIn
Most B2B media plans lean too heavily on LinkedIn. Here is why starting with the buying committee's whole day, not the channel, builds better, more efficient plans.
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BlogAgency vs fractional marketing leader: which do you need?
A fractional marketing leader solves a leadership gap. An agency solves a capacity or capability gap. Here's how to tell which one your business actually needs.
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BlogAccount-based marketing in B2B: the work that happens before the campaign
Everyone wants to talk about orchestration and intent data. The programmes that actually return pipeline are built on three foundations nobody enjoys talking about: sharp positioning, a validated ICP, and a clean list.
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BlogThe distance between the two
Claire Dalton on why she co-founded Spanb2b. In 17 years of B2B marketing the problem was rarely the strategy or the effort. It was the distance between the two.
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BlogB2B marketing can work much better
Adam Greener on why he co-founded Spanb2b. B2B marketing can work much better. The problem is not ideas or effort. It is too many gaps between the thinking and the doing.
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BlogWhy B2B growth feels harder than ever
More tools and channels than ever, yet B2B growth feels harder. The problem is not effort. It is the gaps between marketing and revenue.
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BlogSenior-led, not sold: the gap between the pitch and the work
In most agencies the people who win the work are not the people who do it. A senior-led model closes the gap between the pitch and delivery.
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BlogYour dashboard is full. Your pipeline isn't.
Most B2B reporting proves activity, not impact. The measurement gap is why a full dashboard and an empty pipeline can sit side by side.
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