B2B insights

The Marketing Practice Expands US Presence with Campaign Stars Acquisition

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, said: “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.

“Campaign Stars fusion of technology, data and process to create account-based experiences is a big leap forward for the ABM market. This latest acquisition is a fine example of how we can help more clients all over the world grow smarter.”

Henry Bruckstein, founder and CEO at Campaign Stars, noted, “Being part of The Marketing Practice will enable us to enhance and scale our offering effectively and give our clients access to some of the best specialists in B2B technology across the whole funnel. We’re excited to see what’s now possible as we look to the global stage.

“TMP’s mission to be the best place to build a career in B2B marketing is also a fantastic opportunity for our people, who we’re confident will get all the benefits of working within an agile business but also receive all the advantages of being part of a global organisation too.”

Luke Kingston, partner at Horizon Capital added “This is now our fourth acquisition since investing in TMP and the second of 2022, and this continued M&A success supplements the exceptional organic growth of the Group. Campaign Stars brings to the table a proposition that is rife with opportunity for all concerned and the potential for long lasting client relationships across the TMP group.”

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