Fresh perspectives and expert opinions

Leading full funnel B2B marketing and growth agency, Gilroy, has announced its transition to an Employee Ownership Trust (EOT). This significant milestone in Gilroy’s 46-year heritage reflects an unwavering dedication to employees, clients, and the long-term success of the business.

In this blog, we uncover the trends, tools, and frameworks redefining ABM. Packed with actionable insights, it’s your guide to leveraging AI, intent data, and scalable strategies to create campaigns that drive measurable business outcomes.

Account-Based Marketing (ABM) is transforming how B2B organisations approach sales and marketing. By focusing resources on high-value accounts, more unlocking opportunities for profit and repeat revenues are unlocked, maximising growth and minimising waste.

Evolving ABM to full-funnel

Here’s the thing about B2B marketing reporting, it’s a mess. You've got data flying in from every direction - ads, web analytics, CRMs, you name it. Trying to make sense of it all feels like trying to complete a puzzle with pieces from different boxes. That’s why Gilroy came up with Smart Engine, a tool that’s changing the game by pulling all those scattered bits into one clear picture.

Will 2025 be the year that the MQL is finally laid to rest? The Marketing Qualified Lead (MQL) has long been a cornerstone of B2B marketing, guiding strategies and aligning sales and marketing efforts. However, its relevance has been increasingly questioned as markets evolve and digital transformation reshapes the landscape.