THURSDAY 28 APR 2022 10:08 AM


The Marketing Practice (TMP) has acquired ABX specialists Campaign Stars, making it the B2B marketing agency’s second US acquisition of the year so far.

As the leader in tech-enabled ABM and ABX, Campaign Stars will be a powerful addition to TMP’s capabilities, offering a highly productised, scalable solution for clients that need  account-based programmes up-and-running within weeks and very cost-effectively. Campaign Stars’ on-demand ABX solution has tapped into an unmet need in the market, fuelling rapid growth from clients that include fast-growth tech businesses to market leaders like Salesforce and SAP.

The deal represents yet another step in The Marketing Practice’s ambition to create a world-beating growth platform for B2B clients globally. The acquisition of Campaign Stars is The Marketing Practice’s fourth in the last twelve months.  The Marketing Practice is now the second largest B2B agency group globally and the leader in the technology market

The combined Group now has a turnover of over £70m, employing over 500 people (150 in the US) with locations in the US, UK, Germany and Australia.

For Campaign Stars, TMP represents an opportunity to scale its offering effectively over time as well as for the Group’s combined services to help Campaign Stars’ clients enrich their ABM capability to move more towards ABX and a holistic transformation of their marketing.

Backed by Horizon Capital, TMP is bringing together the very best in specialist B2B marketing in a fully integrated strategy, helping clients take more accountability for growth and revenue impact, so that marketing becomes the “engine room for growth” in B2B businesses.

Campaign Stars now joins strategic marketing specialists 90octane, which was acquired in February, as well as media, data and audience insight specialist Kingpin and digital experiences consultancy Omobono, which were both acquired by The Marketing Practice in 2021.

Matt Harper, CEO of The Marketing Practice, says, “We’re extremely excited about welcoming Campaign Stars into our market-leading demand generation and ABM portfolio. Way ahead of the game, their growth has been phenomenal, driven by a talented team and a solution that’s tapped into an unmet need in the market; a fast start solution into ABM. It’s highly productised, smart, and scalable in terms of the processes and frameworks that underpin it, which allows for a streamlined approach to deliver personalised communications at speed.’