Thoughts & News

All the latest ideas, insights and updates from The Think Tank’s wonderful world of B2B.

Thought

Growth marketing: the latest breakthrough or new normal in B2B?

You’ve probably heard the term ‘growth marketing’ doing the rounds. A few years back, it was the buzzword everyone reached for. It promised a data-led, experiment-heavy way to accelerate acquisition, boost retention and drive revenue. The pitch was simple: test fast, find what works, double down and optimise everything to fuel growth
Thought

Analyse this! A smarter approach to data in B2B

Let’s start with a truth that often gets lost in the noise about data and hyper-personalisation: big, bold, creative marketing works. A powerful brand campaign that captures the imagination is still a great way to build awareness and fill the top of your funnel. It’s how you get your market to know you exist in the first place.
Thought

Why tone of voice matters more than ever in B2B marketing

In a world where AI-generated content is making B2B marketing sound increasingly identical, your tone of voice has become your most powerful differentiator. Discover why being authentically you matters more than ever.
Thought

5 Quick Tips to Revamp Your LinkedIn Presence for 2026

LinkedIn remains the undisputed champion of B2B marketing and professional networking. Now with north of a billion members, it offers access to the world’s biggest assortment of senior business leaders, decision makers and buyers for users canny enough to maximise their reach and engagement.
Thought

3 Reasons to Personalise Your B2B Marketing

Buyers may have grown accustomed to personalised B2B marketing, but that doesn’t mean that brands can’t still gain a powerful edge by deploying it effectively.
Thought

Construction marketing insights: Trust, compliance and a role redefined

The Think Tank and the Construction & Built Environment Marketing Network brought together nine senior marketing leaders from across the UK construction sector. The conversation was both candid and extremely revealing.
Sales and marketing misalignment makes winning construction tenders harder than it should be. Learn how better alignment improves clarity, credibility and win rates.
Thought

How construction brands can align sales and marketing to win more tenders

Sales and marketing misalignment makes winning construction tenders harder than it needs to be. Here’s how better GTM alignment improves clarity, credibility and outcomes.
Why do some GTM strategies drive real commercial impact while others stall? Based on insights from senior B2B leaders and original research, this blog breaks down four principles that turn GTM plans into engines for sustained growth.
Thought

Four principles that separate high-impact GTM from the rest

Why do some GTM strategies drive real commercial impact while others stall? Based on insights from senior B2B leaders and original research, this blog breaks down four principles that turn GTM plans into engines for sustained growth.
In a media landscape shaped by AI, zero-click search and shrinking attention spans, executive media profiling has become a powerful competitive advantage. This article explores seven practical ways leaders can cut through the noise, build credibility and become trusted voices in 2026.
Thought

7 ways executives can stand out in media in 2026

In a media landscape shaped by AI, zero-click search and shrinking attention spans, executive media profiling has become a powerful competitive advantage. This article explores seven practical ways leaders can cut through the noise, build credibility and become trusted voices.
Most B2B buying decisions are made before sales ever get involved. As buyers research earlier, use AI tools and form ranked shortlists, marketers need to influence perception long before first contact. This article explores how the modern B2B buyer journey really works — and what it means for marketing strategy in 2026.
Thought

The 2026 B2B buyer journey: why understanding the shortlist is critical

Most B2B buying decisions are made before sales ever get involved. As buyers research earlier, use AI tools and form ranked shortlists, marketers need to influence perception long before first contact.

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