The Marketing Practice secures significant investment from Horizon Capital to further its B2B leadership position

Leading independent B2B agency, The Marketing Practice, has secured significant investment from Horizon Capital, the private equity investor specialising in technology and business services. The investment will be used to build on The Marketing Practice’s strengths in account-based marketing and demand generation and deepen its expertise in technology and data.

Working with a roster of top global technology clients including ServiceNow, Salesforce and O2 Business, The Marketing Practice employs 180 people with offices in Oxford, Seattle, Munich and Sydney and sees further global expansion as a key part of its growth plan.

“Now is the time for our brand of B2B marketing that creates growth today and in the long term,” says Matt Harper, CEO of The Marketing Practice. “Horizon Capital’s investment is a huge vote of confidence in the relationships we have with our clients and the ability of our team. Our vision is to strengthen these foundations and harness developments in data and technology to deliver even better outcomes for our clients.”

The investment comes at a time of change in the B2B market, as clients adapt to disruption in sales and distribution models accelerated by the pandemic. B2B organisations are reimagining their go-to-market strategies, looking for more results-focused models and consolidating their partners.

Matt Harper believes this backing gives The Marketing Practice the right platform to strengthen its growth. “Horizon Capital is the perfect partner to help us navigate this journey. Their proven track record and specialist expertise in the B2B technology sector makes them a natural fit for our business.”

As well as facilitating organic growth, the investment will enable The Marketing Practice to consolidate the fragmented market that it operates in, accessing highly complementary services to contribute to client growth and success.

Horizon Capital partner Luke Kingston added: “We are delighted to be partnering with The Marketing Practice. We identified the business as a leading operator which has demonstrated enviable levels of growth, both in the UK and international markets, underpinned by expansion in the B2B demand generation and ABM services sector. We look forward to supporting Matt and his talented management team on the next phase of their growth journey.”