Michael Wells

Michael leads TMW Business, the B2B specialist offering within integrated creative agency TMW. He has been the agency lead for many B2C and B2B clients over the past 15 years. From global tech brands including Fujitsu and Cisco to government departments including Department for Business and Trade, UK Export and Finance and The Pensions Regulator.

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Thought leadership

Harnessing data and emotion for human-centred B2B marketing strategies

I'm not meant to say that, but B2B decisions are just as emotionally driven as B2C ones.

Michael Wells - February 21, 2025

Must read

FeaturesJune 18, 2025

What marketers get wrong about lead qualification

Many B2B marketers still rely on outdated assumptions and overly simplistic signals that do more harm than good.

FeaturesJune 17, 2025

How to build a full-funnel B2B lead generation strategy

In 2025, marketers must engage prospects across a longer, self-directed buyer’s journey, providing the right content and touchpoints from the first hint of interest all the way to conversion.

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