Kiaran Geen, Samantha Cunliffe and Jake Hird have launched Grove B2B, an agency designed to challenge conventional marketing approaches and shift B2B marketing from a support function to a revenue driver.
Drawing on more than 50 years of combined B2B marketing experience, the three former Dentsu leaders aim to move beyond generic campaign execution and help businesses develop marketing strategies that directly impact growth. Their backgrounds span global enterprises, challenger brands, and high-growth startups, covering strategy, activation, client management and business transformation.
Geen, Grove B2B’s CEO, argues that the traditional agency model is no longer fit for purpose.
“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,” he said.
Cunliffe, chief client officer, added that B2B marketers face increasing pressure to demonstrate impact beyond lead generation and cost-efficiency.
“Marketing should do more than just support the business, it should drive it,” she said.
Hird, chief strategy officer, highlighted shifting customer behaviours as a key challenge for marketers.
“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,” he said. “Brand trust and insight drives marketing success, and guessing is no longer an option.”
A new approach to B2B marketing
Grove B2B positions itself as a marketing-as-a-service specialist offering tailored partnerships for businesses at any stage of their marketing journey. Unlike traditional agencies, the company does not rely on rigid models, instead providing flexible solutions for fully in-housed teams, transitioning businesses, and companies seeking end-to-end management.
With a strategy-first approach, Grove B2B’s core services include customer and market insights, go-to-market design and activation, investment planning and impact measurement, and training and development.
By combining strategic expertise with execution, Grove B2B aims to elevate B2B marketing standards and ensure businesses achieve meaningful, measurable outcomes.
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