As we hit the halfway mark of 2025 and wrap up Q1 in our financial year, I’ve been reflecting on what’s been a purposeful and energising start to the year. From a measured beginning to real strategic acceleration, the JPC team has been building serious momentum—helping our clients win with smarter, more human-centred marketing and
At B2B Ignite 2025, one theme stole the show: the CMO has entered a new era. No longer just brand custodians, today’s marketing leaders are stepping up as strategic growth architects—working shoulder-to-shoulder with sales, finance, and product to deliver measurable impact. This shift mirrors what we’ve been hearing loud and clear in our own roundtables
A new era of engagement In a digital-first world, where inboxes are flooded and attention spans are fleeting, it’s the most human experiences that are leaving the biggest impression and B2B brands are finally taking notice. 2025 marks a turning point. Experiential marketing, once seen as the territory of flashy B2C campaigns, is now evolving
Navigating the changing landscape of enterprise sales Winning and expanding tier 1 enterprise accounts has never been more challenging. Procurement is becoming increasingly automated, decision-making units are growing larger, and competitors are engaging earlier in the buying journey. Standing out requires a shift from traditional sales tactics to a more strategic, customer-centric approach. Two strategies
How thinking about account centricity in a different way can supercharge your ABM strategy. In a world of uncertainty, ABM strategy takes on new significance. As the economy, the markets, and the world itself evolve and change, fortune favours the enterprises who themselves scale and flex to weather the storm. “The greatest danger in times
AI’s potential impact on marketing, sales and revenue generation is undeniably huge but not without its limitations. “Our technology, our machines, is part of our humanity. We created them to extend ourselves, and that is what is unique about human beings.” Ray Kurzweil, Computer scientist and author When it comes to marketing, sales and revenue
EPISODE 05 JPC MD Claire Ellis is joined by Pam Conway (Marketing Manager, Biffa) Antonia Barton (CMO Tech) and Neha Rajesh (Marketing Lead, ChromeOS EMEA, Google). JPC International Women’s Day Panel Event Curious to learn more about how to cultivate a culture of confidence within your business? You’re in the right place! Our panel discussion’s
Once a big contract has been secured, there’s usually a collective sigh of relief across the sales team and the party starts. Then it’s on to the next sales lead. Customer service, meanwhile, deals with any issues as the contract unfolds, with sales getting involved again only as the renewal date approaches. Well, at least
As a new report reveals that B2B sales teams are struggling to cope with new ‘buying by committee’ and lengthening sales cycles, JPC’s James Mollard explains why ABM is up for the challenge, but only if you build true ‘man-marking’ activities at the core of your engagement strategies. The B2B sales landscape is getting increasingly
How we optimised the opportunities to make maximum impact at MWC23 for our clients AWS and JMA. This year’s Mobile World Congress, the world’s biggest connectivity solutions show, presented exciting opportunities for two of our clients to attract the attention of the thousands of visitors that perfectly fitted the profile of potential customers. On the
Taking into account people’s natural aversion to loss and risk when formulating your B2B marketing content strategy can help put key stakeholders under your spell and influence their decisions, says Tim Lennard Commercial decisions almost always include a level of uncertainty, and while this can be reduced by providing relevant supporting analysis and insight, it
Tap into behavioural science and ABX to give your business the human edge it needs to retain customers, says Tim Lennard Two factors are working together to make it imperative for enterprise-level technology companies (ELCs) to retain more customers. The shift towards cloud-based consumption models means customers aren’t ‘locked in’ to the degree they once
Win rates are down, competition is high, and most bids are lost to rival businesses that have made better submissions. No business can afford to let this situation continue, says JPC’s David Gray. The fact that businesses on average rely on winning bids to generate a third of their revenue underlines the importance of getting
As the popularity of account-based marketing continues to grow across B2B businesses, JPC’s David Gray asks if the results are living up to the hype Before we start, consider these two questions: How much does your business spend on marketing a year? And what’s that as a proportion of your total revenue? If it’s around
“A skills gap could be holding businesses back from reaping the full rewards of account-based marketing programmes, according to a new study” says JPC’s David Gray. There aren’t many things – if any – you can do well without practice, and practising takes time. In today’s increasingly competitive business landscape, time is a rare commodity.
