The Marketing Practice had its most successful year in 13 years, increasing revenue from £6.7M to £8.5M. Through integrated marketing programs, the agency drove extraordinary revenue for clients like Microsoft, increasing Lumia's business market share from 12% to 26%, and Atos, generating €284 in sales for every €1 invested. The agency also strengthened its operations, achieving an "Outstanding" rating in a best companies survey and raising £22,000 for charity.

1. 27B2B marketing communications agency of the year:
The Marketing
Practice

2. the most
successful
year in our 13
year history
02Entry category 27: B2B marketing communications agency of the year
Summary
There’s a damaging debate in B2B marketing about whether focus on ROI constrains
creativity.
Now more than ever someone needs to prove that both reputation building and driving
extraordinary revenue are possible from the same marketing programmes. That’s what we
have done in 2014/15:
• Microsoft Devices: increasing business market share from 12%1
to 26%2
.
• Standard Life: rebranding and outperforming revenue targets by 3x.
• Atos: generating sales of €284 for every €1 invested (and pipeline that built over 1800x
investment in the programme).
• Genpact: showing that marketing can contribute 27% of the pipeline, up from 5%.
The secret: we have built a one-of-a-kind integration of all disciplines needed from
awareness through to fully qualified sales handover (e.g. creative/content/digital through to
Inside Sales).
Which has made 2014/15 the most successful year in our 13-year history: revenue
increasing from £6.7m to £8.5m and new wins at Standard Life and SAS setting the scene
for future growth.
All at the same time as:
• Achieving an “Outstanding” rating in the Best Companies To Work For survey;
• strengthening our training Academy;
• developing new targeted online advertising techniques into a Digital Demand
Centre proposition;
• raising £22,000 for charity;
• increasing profitability from 10% to 16%.
1
Source: http://www.mobilenewscwp.co.uk/2015/03/20/microsoft-ready-for-major-consumer-war/
2
Source: http://wmpoweruser.com/nokia-announces-lumia-business-trial-campaign-for-uk-businesses/

3. 03Entry category 27: B2B marketing communications agency of the year
About the agency
Our story is a simple one. We
believe that good marketing
delivers sustainable growth by
building reputation and driving
revenue simultaneously. In other
words, supporting sales today
while improving the environment
for better sales tomorrow.
The Marketing Practice was set up
13 years ago with this one thought
in mind and we have delivered
on it by developing a tightly
integrated model – from Creative
to Inside Sales under one roof. Our
commitment to building reputation
and driving revenue for our clients
is proving to be more relevant
today than ever before.
An engine room for growth

4. 04Entry category 27: B2B marketing communications agency of the year
At a glance
• Research / insight
• Messaging
• Journey planning
David van Schaick,
Director, Marketing Innovation
and Planning
• Content
• Design
• Digital
Paul Baker,
Creative Director
• Data management
• Systems
• Analytics and reporting
Dave Kershaw,
Head of Data • Calling
• Social selling
• Opportunity nurture
Lucy Simpson,
Head of Inside Sales
Marketing
Innovation
and Planning
Creative Services
Data
Inside Sales
Client Services
• Programme management
• Client relationship management
• Commercial engagement
Andie Johnson-Mitchell,
Head of Client Services
100% client
retention
including:
New wins:
15%
32%
24%
2012/13
2013/14
2014/15
£22k
2014
£6.7m
26%
growth
Client satisfaction
Employee satisfaction
Agency margin
Agency turnover
10% 16%“outstanding”
Best companies to work for survey
Percentage of top “purple” scores received in
monthly survey
20142013
2013
Delivering reputation and revenue
Money raised for charity
Board Support
Clive McNamara
Chairman and Founder
Paul Everett
Director of
Marketing Strategy
Anna Hutton
Managing Director
Tracy James
Head of People
and Environment
Mel Nettleship
Finance and
Commercial Director
Robert Ainger
Marketing Director
Osiri Weithers
Associate Director
Carl Rigby
Director
Matt Hanks
Head of Client
Services Operations
B2B Awards
15
5
2
£8.5m
short
listings
wins
runners up

5. 05Entry category 27: B2B marketing communications agency of the year
Contribution to clients’ businesses
€284
€1
incremental order
entry for every
generating
invested
Transforming Demand Generation with Atos
Here’s a snapshot of how we’ve delivered our reputation and revenue promise, and consequently
retained every one of our clients this year:
A:
Q:
How can we change the way marketing and
sales work together to underpin sustainable
growth?
Build a centralised Lead Generation
Factory to nurture opportunities for
multiple propositions and vertical markets
across EMEA. Generating sales of €284
of incremental order entry for every €1
invested (and pipeline that built over 1800x
investment in the programme).

6. 06Entry category 27: B2B marketing communications agency of the year
A multi-proposition, multi-county demand centre
drawing on 23 campaigns across the year.
The Lead Generation Factory Programme
23Campaigns 8Countries 5Languages 5Verticals
pipeline
built over
investment
in the programme
1800x
Safe Net NHS
Factory of
the Future
Enterprise
sustainability
JIS JIT
Hardware/
Software
Comms
Simplified
Magic
Quadrant
Now
Banking
Helix
Nebula
Canopy
Event
EPCE MES
JIT
Big
Data
SAP
HCM
Yuanio
Financial
services
Apps
management
Enhanced
alliance
Manufacturing
Country specific campaigns
Centralised campaigns
Jan 2014 Dec 2014
284xinvestment
Incremental
order entry
Sales engagement

7. 07Entry category 27: B2B marketing communications agency of the year
Contribution to clients’ businesses
Helping Microsoft
increase Lumia’s
business market
share from
Reinvigorating Microsoft Lumia’s position in the business market
A:
Q:
How can we transform both the reputation
and the revenue outlook for a strategically
critical line of business in tough market
conditions?
Use a creative mix of channels and
techniques designed to drive consideration,
build pipeline and improve Sales’ ability to
convert opportunities. Helping Microsoft
increase Lumia’s business market share from
12%1
to 26%2
and consideration by 21%.
12% to
26%
1
Source: http://www.mobilenewscwp.co.uk/2015/03/20/microsoft-ready-for-major-consumer-war/
2
Source: http://wmpoweruser.com/nokia-announces-lumia-business-trial-campaign-for-uk-businesses/

8. Lumia Business Transformation programme umbrella
initiative to uplift Lumia fortunes in the Business market.
Jan 2014 Jun 2014 Oct 2014 Dec 2014
26%market
share*
12%*
market share
44:1
PIPELINE ROI
18%*
market share
192%*
content read target
21%*
market share
Source:
12% http://wmpoweruser.com/nokia-
announces-lumia-business-trial-campaign-
for-uk-businesses/
18% http://www.phonearena.com/news/
Microsoft-wants-its-Windows-Phone-to-be-
the-king-of-the-enterprise-market-by-the-
middle-of-2015_id57259
21% https://news.microsoft.com/en-
gb/2015/03/10/a-growing-appetite-for-
flexible-working/
26% http://www.mobilenewscwp.
co.uk/2015/03/20/microsoft-ready-for-
major-consumer-war/
21%increase in Lumia
consideration
185%pipeline target
LumiaBiz
trial
The Pitch content programme
Accelerate lead
generation programme
Ongoing
sales enablement
development
Ongoing
social media
activity
#OfficeLove brand building
08Entry category 27: B2B marketing communications agency of the year
The Lumia Business Transformation Programme

9. 09Entry category 27: B2B marketing communications agency of the year
Contribution to clients’ businesses
Establishing an engine room for growth with Genpact
A:
Q:
How can marketing play a central role in
a business with a voracious appetite for
growth, but limited brand recognition?
Leverage cutting-edge thought-leadership
and marketing technology to build a
programme to systematically nurture
opportunities with senior contacts.
Increasing marketing contribution to
pipeline from 5% to 27% over the course of
nine months, with a pipeline value of 277 x
marketing investment.
5%to27%
Increasing marketing
contribution to
pipeline from
over the course of nine
months

10. The Intelligent Operations Programme
Sales enablementDemandResearch / profiling
• Open rates: 19%
• Marketo email
• Nurture stream
Awareness
1. Organisational Model
Mature FP&A organisational leverage global or regional shared services and outsourcing
more often than their less-mature peers – allowing them to realise economies of scale,
improve service levels, and share best practices while building capabilities for supporting
enterprise-wide strategic roles.
2. Technology
Mature FP&A organisations expect high business impact from improved use of advanced
technology and are more aggressive at deploying it.
3. Data Accuracy
61% of organisations state that variations in progress and data quality significantly
impact FP&A performance.
Mature organisations are more acutely aware of the importance of data standards and
quality and its impact on FP&A performance
Finance Executives see FP&A as a crucial lever to mange the most material
organisational challenges.1
* Percentages are the number of respondents selecting these top challenges
An independent survey of FP&A leaders shows that mature organisations
should focus their attention on organisational models, technology and
data accuracy.
FP&A’s increasingly strategic role
in today’s environment
Advanced operating models can
strengthen FP&A in 3 ways
FP&A helps meet these top challenges:
What technology implementation is a priority
Enable agility
and adaptability
Manage
risk
Increase growth
and scalability
Reduce
costs
87% 64% 62% 53%
Mature FP&A organisations are two
times less likely to use de-centralised,
organisational models.
Who expects high impact?
Master Data Management
and Governance
Immature FP&A
Planning and
Forecasting
Moderately Mature FP&A
Global Data
Warehouses
Mature FP&A
Where is big data a priority for FP&A?
53% of immature
FP&A orgainsations
27% of immature
FP&A orgainsations
25% of
immature FP&A
organisations
19% of
immature FP&A
organisations
33% of
immature FP&A
organisations
27% of immature
FP&A organisations
22% of mature
FP&A organistaions
44% of
mature FP&A
organistaions
48% of
mature FP&A
organisations
43% of
mature FP&A
organisations
48% of
mature FP&A
organisations
54% of
mature FP&A
organistations
Two-thirds of FP&A organisations have
target models that include global and
regional SSCs for:
Decision Analysis
& Management
Reporting
Performace
Management
Planning &
Budgeting
Research insights
More robust Financial Planning and Analysis can help CFOs to meet
their strategic business partner role.
CFO + advanced FP&A
= data driven strategies
High Impact High Impact High Impact
Very High Impact Very High Impact Very High Impact
29% 41% 46%
17% 6% 27%
Advanced organisational model and related practices
are an untapped lever. They help evolve the CFO’s
role into a data driven strategist with the ability to turn
insights into enterprise action.
Genpact Limited (NYSE: G) is a global leader in transforming
and running business processes and operations, through an unbiased
combination of smarter processes, analytics and technology delivered
by 64,000+ employees in 24 countries, with key management based in
New York City.
For more information:
Visit www.genpact.com or www.genpact.com/home/solutions/finance-accounting/
financial-planning-analysis
1 Survey conducted by Zenesys of 150 Finance and Accounting executives from large enterprises in mature markets.
103384-001_GEN_FY14_infographic_A5 5pp concertina.indd 1 7/17/2014 4:12:47 PM
Entry category 27: B2B marketing communications agency of the year
underpinned by marketing automation
pipeline value
277xmarketing
investment
27%marketing
contribution
to pipeline
(up from 5%)
Inside Sales
follow-up
calling
eDM2
Digital
advertising
• Web ads
• Banners
eDM1 eDM3
Asset creation
Bespoke to job roles:
• CFO,
• CPO
• COO
• Account-specific insight
High-
impact
DM
Sponsored
updates
Social
listening
to identify
influencersLanding page
• Gated content on landing page
Webinars Search-optimised
content
promotion
• SlideShare
• Social selling from Genpact companies
• Social ambassadors
Thought
leadership
research
Social media
promotion
(ongoing)
Aug 2014 Sep Oct Nov Dec April 2015Jan 2015 Feb Mar

11. Entry category 27: B2B marketing communications agency of the year
Creative thinking
More than crayons
Our model is tried and tested. But that
doesn’t mean we sit still. Over the past year,
we’ve invested heavily in advancing our
capabilities to meet growing demand, and
the changing nature of marketing.
• Strengthening our Digitally Enhanced
Demand Centre model by integrating
highly-targeted digital advertising and
a suite of pipeline modelling tools.
• Creating a dedicated content team.
Made up of writers and strategists
focusing on innovative ways to
communicate. Such as introducing
personalised video as a way to
support traditional demand generation
with clients like SAS and Google.
• Developing our Marketing Innovation
and Planning team to offer a broader
range of services – like account
profiling to support the generation
of targeted content, and the roll-out
of a social selling training course to
multiple clients’ sales teams.
DATA &
INSIGHT
WEBSITE
MARKETIN
G
AUTOMATION
CRM
ANALYTICS
LEAD MANAGEMENT
PRESS
PAID
SOCIAL
IP-BASED
RETARGETING
DISPLAY
NETWORKS
CONTENT
PROMOTION
SOCIAL
AMPLIFICATION
ADVOCACY
ANALYST
PPC
NATIVE
MEDIA
BRAND
PLACEMENT
PAID
OWNED
MEDIA
EARNED
EVENTS
CAMPAIGNS
SALES
ENABLEMENT
ABM
NURTURE
STREAM
INSIDE
SALES
REACH, ENGAGE, ATTRACT
DATA & PIPELINE
MANAGEMENT
NURTURE TO CLOSE
SEO CONTENT
THE DIGITAL DEMAND CENTRE ECOSYSTEM

12. Entry category 27: B2B marketing communications agency of the year
Financial performance and stability
Banking on itOur financial performance directly reflects the strength
of our reputation and revenue proposition and robust
delivery model. In 2014 we generated turnover of £8.5m
- an increase of 26.5% on 2013 - at a profit margin of
16% compared to 10% the previous year.
And we’ve strengthened our base of clients with SAS,
Standard Life and Hewlett Packard joining our family.

13. Entry category 27: B2B marketing communications agency of the year
Staff and community engagement
The collective
Our most important ingredient.
We’ve got a great balance of experience and fresh talent. 23% of our
staff were recruited as graduates – with two of them progressing to
board positions, and one heading up our new Content team. Yet 7
employees have been with us for more than 10 of our 13 years.
Sharing and caring: inside and out
This year we’ve invested in the ‘TMP Academy’ to strengthen our
skills. We launched Frontier Sessions – where experts in an emerging
topic run workshops to share their knowledge across the agency.
To celebrate excellent work we launched the TMP Hall Of Fame –
where our greatest projects of the year are showcased.
It’s all part of how we keep our marketers engaged. And as a result,
this year we were rated as “Outstanding” in the Best Companies To
Work For survey.
In addition to being founder members of the Business Marketing
Collective, our regular S&M Forum acts as a best practice sharing
session where industry peers network and learn from examples of
the latest in reputation and revenue driven marketing. And it’s seen
more attendees over the past year than ever before.
The TMP Foundation exists to raise funds for well-deserving charities.
Last year we raised over £22,000 with some stand-out events. And
by involving our clients in every event, we strengthen relationships
based on common principles.
SALES & MARKETING FORUM
13 NOVEMBER 2014 #TMPForum
CONFESSIONS OF A B2B MARKETER:
SECRETS FOR SUCCESS IN 2015

14. Entry category 27: B2B marketing communications agency of the year
Key initiatives and achievements
Driving our reputation
Our most important measure of success is the Marketing Monitor. Each month our clients score
us from red (0) to purple (15). The past year we’ve averaged 11.1 compared with 10.7 the previous
year, and overall we received 32% purple scores from clients.
To top it all off, we were the most-awarded agency at the B2B Marketing Awards 2014.
And individuals are a key part of that - one of our Associate Directors, Gemma Davies, won the
CIM Women In Marketing ‘Fast Track Marketer of the Year’ award.

15. Entry category 27: B2B marketing communications agency of the year
The Marketing Practice
2014 – 2015
May 2014 Aug 2014 April 2015
Launch of executive thought
leadership programme
Genpact
Intelligent
Operations
programme launched – increased
marketing contribution to pipeline from
5% to 27%
Atos LGF
programme ended the
year with a pipeline of
1800x
investment in
the programme
Comprehensive programme to
transform B2B Marketing including
development of new brand identity
Paul Baker
ex creative director at McCann
Erickson, Interfocus and SMI/Publicis
returns to pick up the creative reins
Andie Johnson-Mitchell
joined to head up Client Services with
experience working for Serco, Steria and IBM
Seasoned technology marketer
Andreas Bernhard
joined to support TMP clients in the
German market
Launch of new personalised video platform
Year ends with TMP turnover
up 26.5%
on previous year
TMP named
“outstanding” in the
best companies to work
for survey
TMP Hall of Fame
programme launched to
recognise outstanding
marketing delivered each year
Our most purple
month ever?
42%
purple
(most favourable
response)
responses received in
our Marketing Monitor
client sat survey
New Content team launched
New employee
breakout
programme launched
ABM programme targeting senior
oil industry executives
O2 #makeitwow
social media programme boosted
awareness of O2 Connect around
the Internet of Things event
S&M Forum
on Social Selling and the role of
marketing
with Andy Eustace from LinkedIn and
Timothy Hughes from Oracle
S&M Forum
on finding the creative spark with
Fiona Pearl from O2 Enterprise, and
Susie Logan from Standard Life
S&M Forum
on the secrets of marketing success
with Joanna Moss from Atos and
Angela Munroe from Microsoft Devices
Most awarded agency
at B2B Awards for the second year
running (carrying off seven trophies)
Paul Everett
presents at B2B
Marketing Conference
on customer experience
Gemma Davies
Winner: Women in marketing –
Fast Track Marketer of the year
Robert Ainger
delivers case study presentation at
B2B Marketing In-Tech Conference
24 hour table football marathon in aid of Parkinsons
launched by the legendary Cheeky Girls and ended with
the whole company attending the B2B Awards … and
raised £10,000
Series of three “Project
Eyston” Marketing Director
sessions discussing topics
including the evolution of
content and measuring
marketing effectiveness
Social
selling
workshop
programme launched
and subsequently
delivered across our
client base
Mad Hatters tea party in aid of
Naomi House and Jack’s Place raised
£12,000
Launched
Microsoft
#OfficeLove
campaign
which increased consideration of
Lumia in business by
21%
Launch of scalable
ABM programme using
personalised multi
channel content
SALES & MARKETING FORUM
13 NOVEMBER 2014 #TMPForum
CONFESSIONS OF A B2B MARKETER:
SECRETS FOR SUCCESS IN 2015
Dec 2014

16. Entry category 27: B2B marketing communications agency of the year
Client testimonials
“We needed a partner with a similar vision to support our
drive into the UK market. TMP have helped marketing take
responsibility for pipeline generation in Salesforce – everyone that
has worked with them raves about the accountability and quality
of the results.”
Louise Clark, Senior Marketing manager, Salesforce
“TMP’s vision for how marketing should build reputation and
revenue resonated with me from the start. Almost 12 months on,
our marketing has already started to fulfil that vision and change
long-established perceptions in our business.”
Susie Logan, Head of Business Marketing and Communications, Standard Life
“The past year has seen marketing play a critical role in carrying
Lumia forward as a business brand. TMP have been at the heart of
strengthening our pipeline and building the reputation of Lumia
for business. I’m really excited by the work we continue to do
together.”
Angela Munroe, B2B Marketing Lead, UK, Microsoft Devices