B2B News for Thursday, September 9 2021: TMP & Accenture Acquisitions, SAP Award, SEO Importance

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There has been some serious consolidation of B2B tech marketing in the UK recently. The Marketing Practice (TMP) has acquired Kingpin Communications. The merger brings together two leaders in B2B technology marketing. Last month, TMP acquired Omobono, a digital experiences agency

The combined group employs more than 300 people in the US, UK, Germany and Australia. The new super firm’s clients include ServiceNow, Microsoft, Salesforce, Slack, Lenovo, SAP, and Fortinet.

“This is an exciting moment for B2B marketing,” said Matt Harper, CEO of TMP.  “It’s been clear from the outset that TMP and Kingpin share a vision for how the industry will develop. All our clients are asking for us to help their marketing leadership take more responsibility for growth. We can now do that with more confidence, by connecting the dots between brand, digital, media, ABM and demand marketing all underpinned by a total dedication to B2B.”

Press release: https://themarketingpractice.com/en-gb/insights/the-marketing-practice-acquires-kingpin/

Accenture has acquired Victoria-based strategy and consulting service provider Gevity. The company focuses on helping healthcare industry clients transform their businesses through innovative technology solutions.

Gevity was founded in 1995 and has a team of nearly 100 experts and practitioners across Canada. The firm provides strategic consulting services to health sector clients spanning health systems integration, informatics and analytics, and solution implementation and program management.

“The addition of Gevity will expand our capabilities in delivering health transformation services in Canada and other global markets,” said Jeffrey Russell, president of Accenture in Canada. “Gevity’s talented team and track record of success combined with Accenture’s national leadership in transformation services and strong ecosystem partnerships will strengthen our capabilities from coast to coast. Moreover, the acquisition positions Accenture to lead the wave of tech-enabled health innovation that places people’s health at the center to improve access, experience, and outcomes.”

Press release: https://newsroom.accenture.com/news/accenture-acquires-gevity-to-bolster-health-transformation-service-capabilities-in-canada.htm?c=acn_glb_venturesandacqutwitter_12359290&n=smc_0821

ConvergentIS, an SAP partner and member of the SAP AppHaus Network, has won the inaugural ‘Best Scaling’ award from the newly-created SAP AppHaus Network Innovation Awards.

The network itself connects like-minded SAP partners from across the globe apply SAP’s Human-Centered Approach to innovation when creating solutions for SAP Business Technology Platform customers and end-users. The annual awards program to highlight the unique approach the Network was created in 2020.

The Calgary-based company’s award refers to the scaling of value creation, for their work with FortisAlberta Inc., a regulated electrical distribution utility, who needed to speed up and simplify their processes for pick lists in their warehouse.

“We are very proud to have been selected as the ‘Best Scaling’ award winner at the 2021 AppHaus Innovation Awards,” said Shaun Syvertsen, Managing Partner and CEO of ConvergentIS. “This award is a testament to our team’s solution-oriented, client-first approach. We are firm believers in working alongside our clients to develop solutions that align with the way businesses already work, and this award is an endorsement of that.”

Press release: https://www.globenewswire.com/news-release/2021/09/02/2290902/0/en/ConvergentIS-Wins-Inaugural-Best-Scaling-SAP-AppHaus-Network-Innovation-Award.html

New research from FINITE has found that the majority of B2B tech marketers (81%) believe SEO has increased in importance as a channel over the past year.

SEO budgets reflect this rise in importance.  More than 25% of B2B tech companies have increased their investment in SEO in the past year.  Counter-intuitively, fewer than 50% of B2B tech marketers have defined an SEO strategy.

“I am actually quite surprised that only half of B2B tech marketers have a defined SEO strategy in place,” said Kerstin Reichert, Senior SEO Digital Marketing Manager at FinTech business bank Tide. “SEO is a long term effort. Therefore true success can only be evaluated over time.”

Press release: https://www.93x.agency/blog/press-release-new-research-on-b2b-seo-in-tech-saas-marketing

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Kate Baggott

Kate Baggott is a former Managing Editor of B2BNN. Her technology and business journalism has appeared in the Technology Review, the Globe and Mail, Canada Computes, the Vancouver Sun and the Bay Street Bull. She is the author of the short story collections Love from Planet Wine Cooler and Dry Stories. Find links to recent articles by following her on LinkedIn https://www.linkedin.com/in/kate-baggott-9a0306/