The Pioneer of B2B Marketing Passes the Torch: John Coe Joins B2B Marketing United as President Emeritus

Rich Fitzmaurice

Man Who Coined 'B2B Marketing' Sells Legendary Domain to Global CMO to Build the Practitioner-Led Home Ground of B2B marketing.

Today, Paartner Limited announces the acquisition of b2bmarketing.com and the appointment of John Coe as President Emeritus of B2B Marketing United. 

Founded by Rich Fitzmaurice, an experienced global Chief Marketing Officer, and in partnership with Mark Choueke, Partner and Chief Creative Officer at OrbitalX, former editor of Marketing Week, author of Boring2Brave', the company is building the practitioner-led ecosystem and home ground for B2B marketers worldwide; B2B Marketing United.

A Legendary Partnership

John Coe is recognised as a pioneer of B2B marketing and the figure who first coined the term now accepted the world over as the name of this distinct discipline. Working in New York in 1997, Coe championed the designation 'B2B marketing' as practical shorthand for business-to-business marketing or industrial marketing. John founded B2BMarketing LLC and registered the domain b2bmarketing.com, firmly establishing a label that quickly resonated as a clearer way to describe the scale, complexity, and commercial importance of marketing between businesses.

In 2004, Coe authored Fundamentals of Business-to-Business Sales and Marketing, published by McGraw Hill, further formalising B2B marketing as a discipline. The book reinforced the importance of aligning marketing with real sales dynamics, buying committees, and trust-based decision-making. Now, three decades after creating the term, Coe has as decided to pass the torch and allowed B2B Marketing United to leverage the domain.

Joining Coe on the B2B Marketing United team is Mark Choueke, Partner and Chief Creative Officer at OrbitalX, the former editor of Marketing Week and a recognised voice of the industry. Choueke brings 20+ years of editorial leadership and practical experience. He's also the bestselling author of the ‘Boring2Brave’ along with a course of the same name.

Choueke will serve on the advisory board.

What They're Building

B2B Marketing United is a holistic ecosystem for B2B marketers, including fractionals, consultants, and agency professionals.

"We're bringing together everything B2B marketers need to have successful careers and lives into one home ground for the profession" Rich Fitzmaurice, Founder of B2B Marketing United told That's Business.

"I first studied B2B marketing at University in 2002, buying John’s book, and in my later senior marketing role, I read Mark’s work to keep up to speed. It is an honour to join forces with such influences to give back to a profession that has given us all so much. 

"With their help, we will build a place where honesty beats hype, where humour and substance coexist, and where real marketers are heard. A place where you leave smarter, not sold to. Where real questions get real answers from people who’ve actually done the job. B2B Marketing United will be where our profession grows up together."

Strategic Backing from Industry Leaders

B2B Marketing United has raised significant funds from C-level executives in some of the world’s largest companies. "These investors bring more than capital, they bring formidable knowledge, experience and counsel"  added Fitzmaurice.

In Their Own Words

John Coe, President Emeritus:

"When B2B marketing first emerged as a discipline in the late nineties, many people underestimated both the size and importance of the market. That has changed dramatically over the last thirty years, but the fundamentals have not. Trust, relevance, and understanding real buying dynamics still matter. 

"I am very happy to pass the torch onto Rich and the team. I have been made to feel very welcome, and I look forward to working closely with them moving forward."

Mark Choueke, Member of the advisory board:

"I’ve spent 20 years in B2B marketing and, if you like, editorial leadership. I wrote ‘Boring2Brave’ because I saw a gap in the way B2B marketing executes its remit, fulfils its potential and ultimately, accounts for itself. The gap is one where confidence, autonomy, strategic influence, managed risk-taking and recognition should all exist. 

"I’m delight to be an advisor to B2B Marketing United and to support its content because it’s time we B2B marketers develop and learn from one another rather than theory, academics or conference organisers that don’t actually operate in the role. When John personally select Rich to take on B2Bmarekting.com, and when I saw Rich’s vision, I knew I wanted to be involved."

www.paartner.com

www.b2bmarketing.com

Vital support for jobseekers in West Cumbria

West Cumbrian jobseekers are receiving a helping hand to find work, thanks to grant funding totalling more than £40,000.

The Programme and Project Partners (PPP) Social Impact Fund, managed by Cumbria Community Foundation, and funded by Kellogg Brown and Root Ltd, Amentum Clean Energy Ltd, Morgan Sindall Infrastructure, and Altrad Babcock Ltd, was launched last year.

It aims to enable access to educational and training activities that raise career aspirations; support individuals in becoming “work ready”; facilitate entry into meaningful employment; and remove barriers to employment and economic participation.

Since then, £42,520 has been awarded to projects across West Cumbria.

Social enterprise Time to Change West Cumbria (TTC) has received £10,000 to support individuals seeking work. The funding could provide a bicycle or bus pass for travel to work trials, a CSCS card needed to work on a construction site, or other essential equipment.

Rachel Holliday, TTC CEO told That's Business: “We're delighted to be awarded £10,000 from the PPP Social Impact Fund to continue to help local people in need in our area. So many people are struggling financially with the cost of living crisis and just aren't not able to make ends meet. 

"By supporting people into work and helping them sustain their employment, we can help many people move towards a better life and a brighter future.”

People First Independent Advocacy has been awarded £10,000 towards funding a Job Coach to support staff with learning disabilities and/or autism at Harbour Place Community Cafe in Workington.

Revive Furniture Recycling has received £10,000 towards the cost of delivering a community training and employment project to residents in Copeland who are NEET, unemployed, or facing multiple barriers.

And Whamos Training and Development in Millom has been awarded £2,520 to cover staff costs for delivering one-to-one and small-group sessions in Digital Skills, English, Maths, Life Skills and Employability.

Last year £10,000 was awarded to Goodlives, a charity that runs training centres for adults facing long-term unemployment, social exclusion or poor mental health, in Cleator Moor and at West Lakes Science Park, near Whitehaven. 

The grant helped to fund a Project Trainer to provide support for adults to improve their skills and self-confidence and help with their job search.

The PPP is a 20-year partnership established by Sellafield Ltd in 2019 to deliver major infrastructure projects. Other businesses have now stepped forward to contribute to the fund, seeing the impact it is having in transforming lives in West Cumbria.

Global AI-powered digital transformation leader Atos, which has a base in Whitehaven, has donated £5,072 to the fund. Phil Lazell, Account Director at Atos told us: "As a business with roots here in West Cumbria, we strongly believe in supporting the local community. We're delighted to be able to help the team at PPP in the vital work they do, removing barriers for people to get back into meaningful and fulfilling work."

Bauer Technologies has contributed £500 to the fund.

The PPP Social Impact Fund is also open to applications from individuals, particularly those facing complex barriers to employment or living in areas of high deprivation.

Grants of up to £2,000 are available for individuals aged 18 and over, living in the former boroughs of Allerdale and Copeland. Applicants must have the backing of a recognised professional, such as a support worker or teaching professional.

Steve Harnwell, PPP managing director, told us: “I'm delighted to see our latest grants being awarded to such a mix of amazing community organisations. Each is doing incredible work investing in skills, training and giving people the confidence to pursue meaningful work.

“Our Social Impact Fund helps them to deliver this vital work by removing barriers to employment and creating opportunities that make a lasting difference to people’s lives.”

Dr Jenny Benson, Director of Programmes & Partnerships at Cumbria Community Foundation, said: “We’re delighted to work with Partnership and Project Partners to ensure this funding reaches those who need it most. We know many people in West Cumbria face significant barriers to securing employment and this fund is making a real difference, providing practical support where it is most needed.”

Find out more about the fund at https://www.cumbriafoundation.org/fund/programme-and-project-partners-ppp-social-impact-fund

For further information on applying to the fund, please contact the Grants Team on 01900 825760 or email grants@cumbriafoundation.org.

Cumbria Community Foundation gives around £6 million in grants a year to local charities and voluntary groups through over 100 grant making funds set up by generous businesses, individuals and families.

To find out more about setting up a fund or becoming a member and supporting those in need in Cumbria, contact Development Manager Caroline Adams on 01900 820825 or email caroline@cumbriafoundation.org.

Motorcycle News Bikes for Sale to be relaunched this month following new iVendi partnership

One of the UK’s busiest specialist online used bike portals, Motorcycle News (MCN) Bikes for Sale, is being relaunched this month thanks to a new partnership with automotive retail technology specialist iVendi.

Work has been underway for several months on a new version of the site, designed to be more effective and easier for consumers, while adding a range of advanced tools for dealers designed to support sales and finance.

Gareth Ashman, group commercial director at MCN’s owner, Bauer Media UK’s Automotive and Specialist Division, told That's Business: “Using iVendi’s technology, the platform will make it easier for buyers to find and buy their next new or used bike, while allowing retailers to manage live leads, finance, payments and online sales more efficiently.

“By combining the trusted MCN brand, our expert editorial content and highly engaged motorcycle audience, with iVendi’s proven experience in end-to-end automotive platforms, we’re creating a marketplace that delivers a leading-edge online journey for both bike buyers and dealers.”

Features being added to the site include iVendi’s latest technology, the Finance Navigator motor finance comparator, alongside a finance calculator, eligibility check, reserve now capability, part-exchange valuation, buy online button and a range of lead management tools

James Tew, (PICTURED) CEO at iVendi, told us: “MCN Bikes for Sale has long been among the most valuable specialist classified bike spaces in the UK, regularly attracting 200,000 individual visitors per month. Our aim is to enhance that market position.

“Bike retailers will especially notice the difference in motor finance, thanks to features like Finance Navigator, risk-based pricing, multi-lender capabilities and extensive reporting, all of which are proven features of our existing technology.

“We want to make sure when people visit MCN, read a review and then search for that bike in the accompanying marketplace, they’ll have the best experience possible, while dealers have the tools needed to maximise that buyer enthusiasm.”

The new platform will be operational from March 2, supported by launch marketing activity across Bauer Media UK’s bike magazines, web sites, social channels and radio stations. Existing dealer users of MCN Bikes for Sale will be automatically switched over a day earlier.

James added that partnership was part of a new strategy to position iVendi as the Shopify of automotive retail – with highly effective technology covering every step of the customer journey.

“For a project such as MCN Bikes for Sale, we are able to deliver a complete and integrated processes for consumers, dealers and lenders that we believe are unrivalled in terms of ease of use, flexibility and compliance.”

https://www.ivendi.com

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Broken hiring fuelling a talent crisis in strategic communications as staff exodus looms

Dysfunctional recruitment processes are bringing about a talent crisis in strategic communications as a mass exodus of staff looms, with employers and candidates caught in a frustrating cycle that is worsening skills shortages and fuelling high turnover.

That’s according to the latest Strategic Communications Report 2026, produced by specialist recruitment firm Murray McIntosh, based on a survey of over 3,200 strategic communications professionals working across the UK.

The report reveals a widening disconnect between employers struggling to hire and candidates increasingly disengaged from flawed recruitment processes. 

Over a third of employers (36%) said they're finding it difficult to attract suitably skilled candidates, while almost a third (32%) cited late‑stage withdrawals and counter‑offers as a growing challenge.

But the research suggests employer recruitment practices may be actively contributing to the problem. Candidates reported widespread dissatisfaction with hiring processes, with 39% citing a lack of feedback after interviews as a frustration. 

A further 37% pointed to long or unclear recruitment processes, while 24% said hiring decisions were delayed or not communicated at all. Poor recruiter communication (18%) and a lack of transparency around salary and benefits (15%) also featured prominently in the study.

The findings come at a critical moment. With 58% of strategic communications professionals considering a move within the next six months, poor hiring experiences risk accelerating talent loss in an already competitive market.

Lauren Maddocks, Associate Director, Policy and Public Affairs at Murray McIntosh, told That's Business: “Recruitment in strategic communications is becoming increasingly dysfunctional. 

"Candidates are frustrated by silence and slow processes, while employers are overwhelmed by volume but still unable to secure the right skills. 

"In a market where mobility is already high, every delay or communication gap increases the risk of losing talent altogether.

“Hiring processes have become a reputational issue. Employers that fail to streamline recruitment, communicate clearly and act decisively are not just missing out on candidates, they are actively pushing them away at a time when skills shortages and retention pressures are intensifying.”

https://www.murraymcintosh.com

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UK small businesses? eBay and Liberis have good news for you

eBay UK has announced a new partnership with global finance provider Liberis, to introduce ‘Flexible Growth Financing.’ 

This new funding product will be available for UK business sellers starting from April 2026 as part of eBay's Seller Capital program.

‘Flexible Growth Financing’ will provide sellers a funding limit tailored to their business needs and access to funds as and when they require them, either in full or in stages. 

This funding is commonly used to restock or expand inventory, enhance product listings, and invest in strategic marketing.

52% of UK SMEs report poor access to affordable credit. They are held back by lengthy and complex application processes, fear of rejection, and high borrowing costs. The result is a funding gap that's actively limiting the growth of small businesses across the UK.

eBay and Liberis have proven experience in the US, where the model has already supported thousands of small businesses as part of eBay Seller Capital, with 90% of Liberis small business customers agreeing that working capital provided by Liberis had a positive impact on their operations.

According to Arthur Smith, StudioCityCowboy, a vintage car parts seller: “You can take the whole thing at once, or you can take it in smaller amounts, three, four, five times, whatever you need. It gives you a lot of security knowing it’s there and you can use it how you need it. It makes me feel in control as a business owner.”

Eve Williams, General Manager of eBay UK, told That's Businesss: “Small business growth is vital to the UK economy, but access to the right kind of funding remains one of the biggest barriers for many entrepreneurs.

“Through eBay Seller Capital and our partnership with Liberis, we’re embedding flexible finance directly into our platform, giving sellers fast, data-driven access to funding that adapts to their sales and puts them firmly in control of their growth.”

The launch of Flexible Growth Financing builds on eBay’s commitment to helping small businesses grow and succeed. Last year alone, eBay’s Seller Capital programme delivered over $250 million in working capital through its partners to more than 10,000 sellers globally. To date, well over $1 billion in growth capital has been disbursed through the programme across the US, UK and Germany.

Trang-Thu Trang, CCO of Liberis, told us: “In the US, we have seen how embedded, flexible finance can give eBay sellers greater control over how and when they access capital. We are bringing that same model to the UK, with funding built around real commercial data, tailored limits and payments that adjust with sales. It gives sellers the confidence to invest in growth and act on opportunity, without rigid commitments that do not reflect their performance.”

The new financing option will be available to eligible eBay UK business sellers through eBay Seller Capital from 6 April 2026, with funding decisions often delivered within 24 hours.

Flexible Growth Financing supports sellers with forward planning without requiring an upfront commitment, allowing them to access funds only when a specific need or opportunity arises. Transparent pricing and re-payments that adjust in line with sales help keep cash flow aligned as the business evolves.

 www.ebayinc.com

https://www.liberis.com