The Marketing Practice

What The Marketing Practice does

The Marketing Practice (TMP) is a UK-headquartered, privately held B2B marketing services agency founded in 2002 and based in Oxford. The firm delivers integrated "brand-to-demand" marketing for global enterprise clients, with named engagements spanning enterprise technology (Microsoft, Salesforce, AWS, Palo Alto Networks, ServiceNow, Splunk, Commvault, Reltio, Nutanix), telecommunications (Verizon, T-Mobile, Virgin Media O2 Business), consulting (Capgemini), media/information (Thomson Reuters), energy (Neste), and aerospace (Boeing Global Services). Its service portfolio comprises 13 offerings organized under Brand to Demand (Strategy, ABM, Partner Marketing, Creative, Paid Media, Media Operations, Data & Analytics, Digital Experience, Sales Activation, AI Consulting) plus enablement products tmp.academy (educational platform) and tmp.ROI (an AI-powered marketing effectiveness tool).

The underlying technology stack combines proprietary tooling (tmp.ROI for AI-driven ROI measurement, tmp.academy for client education) with conventional B2B marketing technology infrastructure for ABM, programmatic media, data analytics, and digital experience delivery. The firm produces proprietary research, notably the annual "Cost of Chaos" report, which functions as both thought leadership and lead generation.

TMP operates a sales-led, enterprise-field-sales GTM with direct client relationships; revenue is generated through professional services engagements (pricing is quote-based and not publicly disclosed). The company scaled aggressively via four acquisitions completed between August 2021 and September 2022 (Omobono, Kingpin Communications, 90octane, and Rombii), expanding from a primarily UK delivery base to a multi-region platform with APAC presence. A $27.66 million growth round from Horizon Capital in April 2021 funded the inorganic expansion. The firm is led by CEO James Clifton, founder Clive McNamara, CFO William Scanlan, and a C-suite including CCO/CINO Paul Everett, CRO Prasanjeet Dutta Baruah, and CMO David Van Schaick.

Name

The Marketing Practice

Legal name

The Marketing Practice

Website

https://themarketingpractice.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Marketing Practice is a UK-headquartered B2B marketing agency that delivers integrated brand-to-demand services—strategy, ABM, creative, paid media, data, and AI consulting—to global enterprise clients including Microsoft, Salesforce, AWS, and Verizon.

Ownership category

akta.pro rank

Product category

B2B Marketing Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Marketing Consulting Services (541613), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Management Consulting Services (8742)

akta.pro primary industry

B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM)

akta.pro secondary industries

B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA), B2B/ABM Creative Agencies (MPAAAAAI), Customer, Marketing & Sales Consulting (BPAHACAG), B2B / Industrial Market Research (MPAAALAA)

Keywords

• B2B marketing services
• Account-based marketing
• Paid media agency
• Marketing strategy consulting
• Brand activation services

Headquarters

HQ city

Oxford

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. B2B Marketing Services: Professional services revenue from providing integrated B2B marketing services including brand strategy, ABM, creative, media, data analytics, digital experience, and sales activation to enterprise technology clients

Go-to-market motion2 records

Distribution channels1 record

Marketing channels8 records

Core offering

The Marketing Practice is a B2B marketing services agency that plans and executes integrated marketing programs for enterprise technology clients, spanning brand strategy, account-based marketing (ABM), creative, paid media, data and analytics, digital experience, sales activation, AI consulting, media operations, and partner marketing. It delivers these services through a unified brand-to-demand model and supports them with proprietary tools including the tmp.ROI AI-powered measurement tool and the tmp.academy educational platform.

Product overview

The Marketing Practice (TMP) operates as a B2B marketing agency offering a comprehensive suite of integrated marketing services. The portfolio is organized as multiple service offerings under a unified agency brand: core strategic services (Brand to Demand, Strategy), targeted programs (Account-Based Marketing, Partner Marketing), execution capabilities (Creative, Paid Media, Media Operations, Sales Activation), data and technology services (Data & Analytics, Digital Experience, AI Consulting), and enablement tools (tmp.academy educational platform, tmp.ROI measurement tool). The agency also publishes The Cost of Chaos Report as proprietary research. The combined capabilities were expanded through strategic acquisitions including Omobono (2021), Kingpin Communications (2021), and Rombii (2022), making it the largest B2B tech marketing specialist globally.

Differentiator

Problem solved

Functional benefit

Brands

• tmp.academy: Educational platform offering sessions on AI, creative, effectiveness & ROI, media, and partner marketing for B2B professionals.

Products and services

• Brand to Demand Integrated B2B marketing service guiding clients from brand strategy through demand generation under a single unified approach.
• Account-Based Marketing (ABM) Targeted B2B marketing programs focused on specific accounts, with sales and marketing alignment and data infrastructure.
• Paid Media B2B paid media agency services including programmatic advertising, media planning, and campaign optimization across digital channels.
• Creative Award-winning creative services for B2B brands encompassing visual design, content creation, and campaign creative development.
• Data & Analytics Data-driven marketing services using analytics to inform strategy, measure performance, and optimize marketing outcomes.
• Digital Experience Services focused on creating digital experiences and enhancing digital presence for B2B clients, including web and interactive properties.
• Sales Activation Services that drive pipeline and revenue by bridging marketing efforts with sales outcomes, including sales enablement and demand generation.
• AI Consulting Consulting services helping B2B organizations integrate and leverage artificial intelligence capabilities within their marketing operations.
• Media Operations Operational support for media buying, trafficking, and optimization across multiple channels and formats.
• Partner Marketing Specialized marketing services focused on channel partner programs, helping clients develop and optimize partner ecosystems and co-marketing initiatives.

Quantifiable outcome

• Campaign reached 4 million people with 85% increase on click-through and 130% increase on video completion rates
• +4 more outcomes

Named customers19 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• RombiicoreStrategic or Co-development PartnerThe Marketing Practice acquired Rombii, a B2B marketing firm, expanding its presence in the APAC region. The acquisition adds capabilities in media, data, and sales activation.
• Kingpin CommunicationscoreStrategic or Co-development PartnerThe Marketing Practice acquired Kingpin Communications, a leader in B2B technology marketing, to strengthen B2B marketing capabilities and create a comprehensive growth platform for B2B clients.
• OmobonocoreStrategic or Co-development PartnerThe Marketing Practice acquired Omobono, a B2B marketing agency, to unify expertise and enhance digital experiences and demand generation for clients across several countries.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• WE Communications: WE Communications is a global communications and B2B marketing agency with strong enterprise technology client focus (Microsoft, Cisco, etc.), directly comparable to TMP's enterprise tech roster and integrated communications offering.
• gyro (part of Dentsu): gyro is a global B2B marketing agency offering integrated creative, media, content and ABM services to enterprise technology buyers — overlapping directly with TMP's Brand-to-Demand offering for similar enterprise client profiles.
• Stein IAS: Stein IAS is a long-standing global B2B creative and content agency, directly comparable to TMP as a specialist agency serving enterprise technology and industrial clients with integrated brand-to-demand programs.
• Velocity Partners: Velocity Partners is a UK-based B2B tech marketing agency focused on IT and enterprise software vendors, providing ABM, content and digital services — a closely comparable specialist competitor to TMP in the B2B tech segment.
• Quarry Integrated Communications: Quarry is a North American B2B marketing agency providing integrated strategy, creative, content and digital services to enterprise technology clients, directly comparable to TMP's full-service B2B tech offering.
• Definition (UK): Definition is a UK-based B2B creative and content marketing agency serving enterprise technology clients, comparable in size and focus to TMP — a domestic specialist competitor in the B2B tech agency market.
• Hotwire (Enero Group): Hotwire is a global B2B tech marketing and communications agency offering PR, content and creative for enterprise technology clients — overlapping with TMP's enterprise-tech client base and ABM/content capabilities.

Broad incumbents

• Accenture Song (incl. Concentric Marketing): Accenture Song is the global experience and marketing services arm of Accenture, with a strong B2B tech practice following the Concentric Marketing acquisition; competes with TMP on large enterprise transformation mandates.
• Dentsu B2B (Dentsu Creative / Merkle B2B): Dentsu operates global B2B and B2C agency brands (including Merkle B2B and Dentsu Creative) that serve enterprise technology clients at a much larger scale than TMP, posing both competition and a possible roll-up acquirer of B2B specialists.
• Ogilvy (WPP): Ogilvy is a global creative network within WPP with significant B2B and B2B-tech practice, offering brand, ABM, creative and media services at scale — competing for enterprise marketing budgets alongside TMP.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCgKqvD0ehAlU1LdUm-ST2WQ
• LinkedInlinkedin.com/company/the-marketing-practice/posts/?feedView=all
• Instagraminstagram.com/tmpb2b
• Xx.com/TMPtweets
• Facebookfacebook.com/themarketingpracticeb2b

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Marketing Practice