B2B Marketing

What B2B Marketing does

B2B Marketing, Inc. is a privately held media, events, and intelligence platform founded in 2004 and headquartered in London, with a US office in New York. The company operates a vertically specialized community exclusively serving B2B marketers, anchored by Propolis - a membership community of 120,000+ B2B marketing professionals - and a portfolio of flagship live events including B2B Ignite, the Global ABM Conference, the European ABM Forum, the B2B Marketing Awards, and the Elevation Awards. Content resources comprise proprietary reports and benchmarking studies, a weekly podcast, webinars, articles, and case studies covering ABM, brand, content, MarTech, data, and strategy; a separate training catalog offers certified courses in ABM, content marketing, copywriting, storytelling, data-driven marketing, and AI-powered ABM.

The company monetizes through four streams: (1) Growth Solutions - bespoke multi-year partnerships for agencies and martech vendors, packaged as Intelligence (thought-leadership/research positioning), Connect (event sponsorship and roundtables), and Reach (lead generation via partner bulletins, webinars, and content syndication to 120,000+ professionals); (2) Propolis membership subscriptions across multiple pricing tiers; (3) paid training courses delivered as open enrollment or in-house corporate programs; and (4) event ticket sales and awards entry fees. The technology stack is conventional for a media business - content management, webinar, and community platforms - with no proprietary AI or data product. The GTM motion is community-led and event-driven: the company grows audience reach through owned content and events, then converts that audience into sponsor and partner revenue. Named enterprise sponsors and partners include On24, Demandbase, 6Sense, Snowflake, Oktopost, Transmission, and Hut 3, alongside mid-market agencies such as Expandi Group, SPRING Production, and FunnelFuel. Leadership comprises CEO Richard O'Connor alongside co-founder and Editor-in-Chief Joel Harrison and co-founder and Publisher James Farmer, with a product and content leadership team supporting the Growth Solutions and Propolis lines.

Name

B2B Marketing

Legal name

B2B Marketing, Inc.

Website

https://b2bmarketing.net

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

B2B Marketing is a privately held media, events, and intelligence platform serving a 120,000+ community of B2B marketing professionals via Propolis membership, flagship conferences (B2B Ignite, Global ABM Conference), awards, training courses, and sponsored Growth Solutions for agencies and martech vendors.

Ownership category

akta.pro rank

Product category

B2B Marketing Media & Intelligence

NAICS

Convention and Trade Show Organizers (56192), Other Services Related to Advertising (54189), Advertising Agencies (541810)

SIC

Services-Advertising (7310), Miscellaneous Publishing (2741)

akta.pro primary industry

Industry-Specific B2B Trade Show Organizers (THAHABAB)

akta.pro secondary industries

B2B / Industrial Market Research (MPAAALAA), Technology & B2B PR (BPAFADAI)

Keywords

• B2B marketing intelligence
• Marketing training courses
• Marketing community membership
• B2B marketing events
• Marketing research reports

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Growth Solutions - Intelligence: Showcase expertise through reports, surveys, podcasts, industry benchmarking, Propolis Community Index, and case studies to position brands as trusted advisors.
2. Growth Solutions - Connect: Build business relationships through B2B events including B2B Ignite, Global ABM Conference, Propolis Leaders Forum, B2B Marketing Awards, Elevation Awards, and roundtables.
3. Growth Solutions - Reach: Lead generation solutions reaching 120,000+ B2B marketing professionals via partner download bulletin emails, webinars, event sponsorship, and content syndication.
4. Propolis Membership: B2B strategies, skills, and growth community offering expertise and intelligence for marketing strategy enhancement with membership pricing tiers.
5. Training Courses: Open and in-house certified marketing training courses covering ABM Essentials, B2B Content Marketing, B2B Copywriting, B2B Storytelling, and Data Marketing Essentials.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

B2B Marketing operates a media and intelligence platform serving a global community of B2B marketing professionals. Its core offerings include the Propolis membership community, flagship in-person events and awards programs (B2B Ignite, Global ABM Conference, European ABM Forum, B2B Marketing Awards, Elevation Awards), certified training courses (ABM, content, copywriting, storytelling, data, AI-powered ABM), and a library of proprietary research reports, podcasts, and webinars. The Growth Solutions division sells tailored Intelligence, Connect, and Reach programs to marketing agencies and technology vendors seeking brand visibility and pipeline from the B2B marketing audience.

Product overview

B2B Marketing operates as a media and intelligence platform for the global B2B marketing community, founded in 2004. The platform consists of Propolis (a membership community providing benchmarking data and professional development), a portfolio of live and virtual events (including B2B Ignite, Global ABM Conference, European ABM Forum, B2B Marketing Awards, and Elevation Awards), and structured training courses (ABM Essentials, B2B Content Marketing, B2B Copywriting, B2B Storytelling, Data Marketing Essentials, and AI-Powered ABM Training). Content resources include reports, podcasts, webinars, videos, articles, and case studies. The Growth Solutions division offers three packages—Intelligence (thought leadership positioning), Connect (event partnerships), and Reach (lead generation via a 120,000+ professional community)—serving agencies and vendors seeking to reach B2B marketing decision-makers.

Differentiator

Problem solved

Functional benefit

Brands

• Propolis: The progressive B2B marketing community that helps B2B marketers build the right strategies and skills to drive growth and prove their impact.
• B2B Ignite
• The Global ABM Conference
• European ABM Forum
• B2B Marketing Awards
• Elevation Awards

Products and services

• Propolis Membership Community Subscription-based membership community providing B2B marketing professionals with expert-led intelligence, benchmarking data, peer networking, and professional development resources.
• B2B Ignite Annual flagship in-person conference delivering real-world B2B marketing perspectives and skills through honest conversations and live problem-solving, scheduled for London, UK.
• The Global ABM Conference Premier in-person account-based marketing conference bringing together 500+ of the world's leading ABM practitioners for no-holds-barred case studies, scheduled for London, UK.
• European ABM Forum Regional in-person ABM forum held in Amsterdam exploring how leading companies apply account-based strategies for the European market.
• B2B Marketing Awards Internationally recognized awards program celebrating excellence in creativity and commercial effectiveness in B2B marketing.
• Elevation Awards US-focused awards program celebrating the very best B2B marketing in the US, spotlighting individuals and teams setting new benchmarks and pushing boundaries.
• B2B Marketing Training Courses Certified training portfolio comprising ABM Essentials, B2B Content Marketing, B2B Copywriting, B2B Storytelling, Data Marketing Essentials, and AI-Powered ABM Training, delivered as open enrollment or in-house corporate programs.
• AI-Powered ABM Training Course Advanced four-module virtual training covering strategic foundations, structured prompting, buying group mapping, and personalized content creation using AI for B2B marketers.
• B2B Marketing Reports & Models Downloadable proprietary research reports, benchmarking studies, and strategic models covering ABM, brand, channel partnership, content, customer experience, data insights, MarTech, and marketing skills.
• B2B Marketing Podcast Audio podcast featuring expert discussions on ABM, brand strategy, AI in marketing, agency relationships, and B2B trends, with episodes featuring industry leaders.
• B2B Marketing Webinars On-demand and live webinar content covering topics including AI in B2B, Generative Engine Optimization, commercial marketing skills, and GTM strategy.
• Growth Solutions - Intelligence Package Bespoke program for agencies and vendors showcasing brand expertise through sponsored reports, surveys, podcasts, industry benchmarking, and case studies to establish brands as trusted advisors.
• Growth Solutions - Connect Package Event partnership program connecting agencies and vendors with B2B marketing decision-makers through roundtables, B2B Ignite, Global ABM Conference, Propolis Leaders Forum, and awards sponsorships.
• Growth Solutions - Reach Package Lead generation program providing agencies and vendors access to 120,000+ B2B marketing professionals through partner download bulletins, webinars, event sponsorship, and content syndication.

Quantifiable outcome

• 70% of B2B marketers receiving no formal AI training despite widespread AI tool adoption
• +1 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Partnerships

14 partnerships are on record, tiered core and minor.

• mavenB2BcoreStrategic or Co-development Partner · 11 May 2026mavenB2B, led by Orla Murphy, co-develops and delivers AI-Powered ABM training course with B2B Marketing. The four-module program covers strategic foundations, structured prompting, buying group mapping, and personalized content creation.
• JI MarketingcoreStrategic or Co-development Partner · 11 May 2026JI Marketing, led by Jake Bird, partners with B2B Marketing on AI-Powered ABM training course delivery, providing expertise in AI prompting and marketing strategy.
• OktopostcoreGTM or Marketing PartnerOktopost partnered with B2B Marketing on content syndication and co-sponsored webinars. B2B Marketing's ability to reach B2B marketers and decision-makers within Oktopost's target audience makes them an ideal partner for driving engagement and commercial outcomes.
• On24coreGTM or Marketing PartnerOn24 uses B2B Marketing as their best partner channel to engage target audiences and generate measurable, high-quality pipeline through event and webinar partnerships.
• TransmissionminorGTM or Marketing PartnerTransmission's goal was to reignite interest in ABM and foster dialogue around its future. Partnering with B2B Marketing on events helped achieve this through audience engagement.
• Hut 3coreGTM or Marketing PartnerHut 3 sponsors B2B Marketing events, enabling them to speak to decision-makers all day. The partnership provides direct access to the B2B marketing audience they need to reach.
• SnowflakeminorGTM or Marketing PartnerSnowflake partners with B2B Marketing on the 'From Cost-centre to Commercial Powerhouse' roundtable, bringing cloud-based data platform expertise to B2B marketing leaders.
• SPOTONVISIONcoreStrategic or Co-development PartnerB2B Marketing and SPOTONVISION co-launched the first European Account-Based Marketing Event, creating a new ABM-focused conference for the European market.
• Inflexion GroupcoreGTM or Marketing PartnerB2B Marketing deepened strategic partnership with Inflexion Group for joint content, webinars, and thought leadership initiatives in the B2B marketing space.
• Lesniak SwannminorGTM or Marketing PartnerPartnership between Lesniak Swann and B2B Marketing on 'Bare-Knuckle B2B' podcast series exploring client-agency relationships.
• Walker SandsminorGTM or Marketing PartnerWalker Sands co-hosts B2B Marketing webinar on Generative Engine Optimization (GEO) and AI visibility for B2B brands.
• The Think TankcoreStrategic or Co-development PartnerThe Think Tank collaborates with B2B Marketing on GTM strategy reports and webinars, providing commercial marketing expertise for the 'From Insight to Impact' and GTM strategy content.
• Brands2LifeminorGTM or Marketing PartnerBrands2Life associates with B2B Marketing Podcast for demand generation content, exploring storytelling and brave marketing approaches.
• OmneminorGTM or Marketing PartnerOmne (UK Agency of the Year) partners with B2B Marketing on podcast content exploring creativity and commercial impact in B2B marketing.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Marketing Week (Centaur Media): Long-running UK B2B marketing publication covering brand, agencies, and digital marketing, with awards and events. Directly comparable audience and product mix to B2B Marketing's UK-centric media + events model.
• The Drum: Global B2B marketing trade media running editorial, awards, and events (including marketing-focused conferences). Closely mirrors B2B Marketing's combination of content, events, and a marketing-professional community.
• Pavilion: Membership-based community for B2B sales, marketing, and revenue leaders with paid tiers, events, and benchmarking. Closely parallels Propolis's paid-community model targeting senior marketing operators.
• B2B Marketing Expo: UK/US B2B marketing trade show and conference series targeting marketing professionals and vendors. Directly comparable events business competing for the same exhibitor and attendee budgets.
• Campaign Magazine: UK-originated B2B advertising/marketing trade media with awards (Campaign Awards) and events. Overlaps with B2B Marketing on agency-side coverage, awards programs, and marketing leader audience.
• ITSMA: B2B services firm specializing in ABM, marketing, and client lifetime value, with research, advisory, and events for marketing leaders. Highly comparable ABM-centric positioning and senior marketing-leader audience.
• Chief Marketer: B2B marketing publication covering strategy, technology, and demand generation with awards and events. Comparable audience of marketing leaders and overlapping vendor sponsorship pool.
• Demand Gen Report: B2B demand generation focused publisher with research, events, and a vendor community. Comparable content + lead-gen GTM aimed at B2B marketing technology buyers, intersecting heavily with B2B Marketing's ABM and demand-gen coverage.

Broad incumbents

• Adweek: Major US advertising/marketing trade publication with broader advertising/consumer remit plus events and awards. Larger and more general than B2B Marketing but competes for the same marketing-leader attention and ad/sponsorship budgets.
• Demandbase: ABM platform that also runs an ABM community, certifications, and content (formerly including Flip My Funnel). Competes with B2B Marketing on ABM thought leadership, training, and audience access for martech buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/marketingb2b
• YouTubesoundcloud.com/b2bmarketingpod
• Facebookfacebook.com/marketingb2b
• LinkedInlinkedin.com/company/b2b-marketing
• Instagraminstagram.com/marketingb2b

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about B2B Marketing