TMP Academy: Effectiveness and ROI

From more marketing activity to more meaningful results

Today’s B2B marketers are increasingly challenged to do more—to show up in more places, analyze more data, impress more stakeholders. But the pressure to do more can pull focus away from doing what matters most. The result? More marketing minutiae and less marketing effectiveness.

During this week-long series of workshops and events, we’ll explored how a tighter focus and a shift in perspective—from simply doing more to doing more of what matters—can help marketing efforts drive substantial, long-term business growth.

Strategy & frameworks

Modernising Attribution

From lagging justification to forward-looking optimisation

What you’ll discover:

Why traditional attribution models fall short—and how MMM offers a better alternative.
How Marketing Mix Modelling works across the full funnel, including brand and offline channels.
Ways to use MMM for smarter budget allocation, ROI proof, and impact forecasting.
What’s needed to adopt MMM successfully—from data and tools to internal buy-in.

<30 mins

Strategy & frameworks

Data-Led Creativity

How feedback loops, neuroscience, and AI can supercharge B2B effectiveness

What you’ll discover:

Why creativity should be treated as a source of data—not just a response to it.
A framework for linking business objectives to audience-led creative KPIs.
How to align full-funnel metrics and use emerging tools to test and optimise creative.
Real-world examples from brands like BMW, Red Bull, LinkedIn, and Unilever.

35 mins

Expert talk

The Case for Creativity in B2B

How distinctiveness fuels performance—and how to win internal buy-in.

What you’ll discover:

Why creativity is the most powerful lever for improving marketing performance and profitability.
Common roadblocks in B2B—and how to overcome them with a focus on distinctiveness.
A 5-part framework for making the business case for creativity.
A case study on Nutanix’s rebrand and the measurable results it delivered.

35 mins

Case study session

Proving the Business Value of Brand and Demand

How creativity, alignment, and AI drove breakthrough results for Palo Alto Networks

What you’ll discover:

How Palo Alto Networks reframed cybersecurity to stand out and spark growth.
The business impact of distinctiveness and creativity in a crowded market.
How to align brand and demand across global, regional, and ABM teams.
The role of AI, orchestration, and internal alignment in delivering fast, effective campaigns.

<35 mins

Fireside chat

MQLs in the Crossfire

The shift from leads to lasting impact

What you'll discover:

Why the traditional MQL model is broken—and what to replace it with.
How to shift from volume metrics to quality outcomes and account-based thinking.
The evolving role of AI in personalising journeys and orchestrating demand.
How to reframe marketing effectiveness for business leaders and drive better alignment.

45 mins

Panel discussion

Integrated Marketing for ABM Success

Balancing scale and precision across global programs

What you’ll discover:

What integrated ABM looks like in practice—and how to scale it globally.
How to align brand, demand, and sales activation without adding complexity.
Tips for maintaining creative quality and consistency across markets.
Lessons from large-scale ABM rollouts, including tech, data, and content management.

<40 mins

Panel discussion

Navigating the Future of B2B Advertising

Preparing for a post-cookie world

What you’ll discover:

What Google’s cookie delays and shifting privacy trends mean for B2B marketers.
Why first-party data and consent-led strategies are now essential.
The risks of over-relying on Google and LinkedIn—and the case for media mix diversification.
Practical steps to futureproof your data, tech stack, and attribution approach.

<35 Mins

Strategy & frameworks

The 5 Elements of Effectiveness

A proven framework for driving growth in B2B marketing

What you’ll discover:

The 5 key drivers of marketing effectiveness—and how to apply them in B2B.
Why effectiveness is often misunderstood—and how to shift toward outcome-focused thinking.
Real campaign examples showing the framework in action.
How to build a shared language that aligns marketing goals with business priorities.

30 mins

Expert talk

Outthink vs Outspend

Strategies for optimising media performance in B2B

What you’ll discover:

Why growth plateaus—and how to refocus media strategy to outthink, not outspend.
How to simplify go-to-market efforts and break through internal silos.
Ways to use media choices to express brand values and challenge category norms.
Practical tips for optimising media and messaging using data, AI, and smart channel selection.