New agency model prioritises real business impact over generic marketing benchmarks
MEDIA RELEASE
Sydney, March 18th – Three senior B2B marketing leaders have announced the launch of Grove B2B, a fresh-thinking advisory-to-activation agency built to reframe how businesses approach marketing. Grove B2B will challenge the conventional marketing brief, move beyond BAU thinking, and replace vanilla campaign execution with marketing that drives real growth and business revenue.
The agency is founded by ex-Dentsu B2B APAC leadership, Kiaran Geen, Samantha Cunliffe and Jake Hird, who bring together more than 50 years of combined B2B marketing expertise. Their experience spans global, regional and local brands, complex enterprise environments, challenger businesses, and high-growth startups, covering every facet of strategy, activation, client management, and business impact.
A New Approach to B2B Marketing
After 25 years of working in the holding group model, Grove B2B CEO Kiaran Geen believes the industry is in urgent need of a rethink. “The current agency-client model is broken. Businesses need more than templated frameworks, generic benchmarks and mediocre cookie-cutter activation plans —they need marketing solutions that truly align to their customers and help marketers grow revenue for their organisations.”
“B2B marketers are under more pressure than ever to prove impact, and that success is achieved through more than just generating leads and efficient cost-per-clicks. Marketing should do more than just support the business, it should drive it,” said Sam Cunliffe, Chief Client Officer.
Jake Hird, Chief Strategy Officer, adds: “Part of this pressure comes from changing customer expectations. It’s no secret that a number of factors, including shifts in both personal and professional behaviours, are contributing to a lot of B2B marketing efforts falling short.
“Most of the industry agrees that customer-centricity is important, but is often reluctant to invest in research, understand the real drivers behind decisions, and take the time to build strategies that meet their buyers where they are. Brand trust and insight drives marketing success, and guessing is no longer an option,” he continued.
Flexible Engagement Model Built for Real-World Needs
Grove B2B has been created as a marketing-as-a-service specialist for the real world, designed to support businesses at any stage of their marketing journey. Unlike traditional agencies that operate on rigid models, Grove B2B offers tailored and flexible partnerships, whether a company is fully in-housed, transitioning, or in need of end-to-end management. The goal is simple: make marketing work better to achieve better business outcomes.
With a strategy-first approach to thinking, core services include: customer and market insights, go-to-market design and activation, investment planning and impact, and training and development.