TMP Academy: Media

B2B Media in The Age of Attention

Learn how to bridge the trust gap, optimize for attention and activate full-funnel strategies that drive real business impact, with our on-demand webinar series.

During Media Week, industry experts unpacked what’s working in B2B media today to help you make every media dollar work harder. You can now watch back all sessions for inspiration in the age of attention.

Expert talk

The New Rules of Effectiveness

Rethinking how B2B marketing works in a changing attention economy

What you’ll discover:

  • Why attention is a more powerful driver of effectiveness than reach alone.
  • How to apply attention metrics to improve media and creative performance.
  • The business case for brand investment and emotional impact in B2B.
  • Common measurement pitfalls—and how to refocus on long-term outcomes.
<40 mins
|
Expert talk

Thought Leadership That Cuts Through

How to create B2B content that builds trust, not noise

What you’ll discover:

  • How to align brand and demand goals—and measure impact across the full funnel.
  • Common measurement challenges and how to overcome them.
  • Practical steps for smarter measurement, from KPI workshops to tool selection.
  • A real-world example (Alteryx) showing how to assess creative impact beyond awareness.
<25 mins
|
Panel discussion

Answering Media’s 3 Big Questions

How much, where, and what to measure in B2B media investment

What you’ll discover:

  • How to budget effectively using frameworks like ESOV—and make the case to your CFO.
  • Where to invest across regions, products, and channels without diluting impact.
  • How to measure full-funnel success beyond surface metrics like CTRs.
  • Tips for managing internal tensions—like global vs local or brand vs demand.
<40 mins
|
Expert talk

What Works Where?

How IT buyers discover and engage with B2B content in 2025

What you’ll discover:

  • How global IT buyers make decisions—and why the journey is longer and more complex.
  • What content formats and channels earn trust at each stage of the buying process.
  • How to build an always-on strategy that aligns with buyer needs and behaviours.
  • Common vendor missteps—and how to stay helpful, credible, and effective.
<30 mins
|
Expert talk

ABX: From Dream to Reality

Turning ambitious account-based experiences into scalable, effective marketing

What you'll discover:

  • What ABX really means—and how it expands on traditional ABM.
  • Common barriers to ABX success, from silos to fragmented data.
  • A practical framework for building creative, data-driven, scalable ABX campaigns.
  • Real examples, tools, and team setups that make ABX work in practice.
<40 mins
|
Panel discussion

From Feed to Big Screen

How B2B Brands can harness the power of Connected TV

What you’ll discover:

  • Why Connected TV (CTV) is becoming a powerful tool for B2B marketers.
  • How CTV supports brand awareness and fits into cross-channel strategies.
  • Creative best practices and key differences from traditional TV advertising.
  • Real CTV campaign examples and what’s next for the channel in B2B.
<40 mins
|
Case study session

Media x Creative

How collaboration unlocks campaign performance

What you’ll discover:

  • Why aligning media and creative teams leads to more impactful, efficient marketing.
  • How channel-aware creative boosts performance and reduces wasted spend.
  • Common pitfalls of disconnected teams—and how to avoid them.
  • What integrated team models mean for the future of B2B, including AI and personalisation.
30 Mins
|
Panel discussion

The AI Effect on B2B Search

How Generative AI is reshaping discovery, demand, and content strategy

What you’ll discover:

  • How generative AI is reshaping search behaviour and buyer decision-making.
  • Why traditional SEO is shifting—and what Generative Engine Optimisation (GEO) means for B2B.
  • Practical steps to adapt your content strategy for AI-driven discovery.
  • What AI agents and multi-platform search mean for the future of brand visibility.
30 mins
|
Tool demo & showcase

Practical Guide to Measuring Attention

Turning Media metrics into real business outcomes

What you’ll discover:

<40 mins
|

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