Heather Barnett

The Drum • 20th February 2022

Article: Account-based marketing is both a marathon and a sprint

Longevity is one reason many firms invest in account-based marketing (ABM) to nurture strategic accounts and – where possible – speed up pipeline velocity. Heather Barnett​, head of marketing at The Marketing Practice, looks at how marketers can optimize their ABM to kickstart business sales cycles.

What do Wagner’s Ring Cycle and business-to-business sales cycles have in common? They are both loooong. So long, in the case of B2B sales cycles, that they may outlast the tenure of an average CMO.

8th March 2022

Report: Principles of Growth Marketing

Ten interviews with leading B2B professionals, distilled into the principles that will define growth marketing over the coming decade.

The Drum • 20th February 2022

Article: Cracking one of B2B’s trickiest customers: the public sector

There’s a well-documented disparity between the average person’s expectations when it comes to digital experiences and the capabilities of legacy government infrastructure; a disparity which has become more pronounced during the pandemic.

The public sector should be fertile ground for a company whose core proposition is a cloud platform that streamlines digital workflows, then? Well, yes and no.

Before you can start marketing to public sector buyers, you need to navigate central and local gove

The Marketing Practice (UK en-gb) • 24th February 2022

Case Study: Citrix B2B Demand Generation | The Marketing Practice

The SD-WAN market is hugely competitive and crowded with vendors shouting about their offerings’ technical benefits. To stand out takes laser-focused, cut-through messaging, based on rigorous market research.

11th March 2022

Guide: 4 ways data analytics can kick your annual planning into shape

Do you need to make a case for more marketing budget? Expand your target market? Grow revenues from existing customers? Data analytics can help you achieve all these things and more as part of your annual planning process.

The Drum • 20th February 2022

Ghostwritten article: Closer than ever: how the pandemic is impacting B2B go-to-market partnerships

Despite the enormous human cost of the pandemic, the restrictions imposed by this terrible virus have delivered some unexpected innovations.

20th February 2022

Ghostwritten thought leadership piece: Tackling the Tough Questions in B2B, Issue 1 - AI

Artificial intelligence is a gamechanger, right? It makes processes quicker, less resource-intensive, more
accurate – and uses what it learns to improve over time.

31st March 2022

Award entry: Most Commercially Successful category 2021

This entry won Gold for Virgin Media O2 (O2 Business) at the 2021 B2B Marketing Awards.

11th March 2022

Guide: From ‘hello’ to ‘please don’t go’

Why customer lifecycle marketing is vital for B2B.

11th March 2022

Thought leadership asset: Marketing through a crisis

Although the coronavirus pandemic is a new challenge, as marketers we can learn lessons from previous global crises and try to apply them to our current approach.

The Marketing Practice (UK en-gb) • 6th January 2020

Recruitment blog: 20 reasons to work for The Marketing Practice

Let’s face it. If you’re a stellar B2B marketer you’re in high demand. Even more so if you’re a good egg to boot. Agencies will be falling over themselves to lure you in with their table football (check), funky offices (uh-huh) and office dog (yep, we’ve got one of those too).

20th February 2022

Ghostwritten thought leadership piece: Tackling the Tough Questions Issue 2 - ABM

How often have you heard a busy person say, ‘I wish I could be in two places at once’? That’s the conundrum facing B2B marketers who want to scale their 1:1 or 1:few ABM programmes.

20th February 2022

Survey: ABM - What's moving us forward and what's holding us back?

ABM is no longer the new kid on the block. Maturity varies depending on geography and sector, but any B2B marketer working on high value propositions with long sales cycles will have dipped their toes in the inviting waters of all things account

The Marketing Practice (UK en-gb) • 24th February 2022

Case study: Genpact Integrated Marketing | The Marketing Practice

Here’s a conundrum. You’ve got a great proposition which you know can stand up to the best-known names in the market, but you don’t have their budgets or their brand awareness. How do you compete?
In the case of Genpact,
you reframe the game.

The Marketing Practice (UK en-gb) • 4th March 2019

Blog post: Why B2B Marketers Are Like Babies

People often stop me in the street and ask, ‘what makes the world of B2B marketing so glamorous?’ And I always say, ‘it’s because we’re pioneers, prospecting in new markets, finding new and unusual ways to attract new customers for our brands