Kiaran Geen, Samantha Cunliffe and Jake Hird have teamed up to launch Grove B2B, an advisory-to-activation agency built to reframe how businesses approach marketing.
Under the ex-Dentsu marketing leaders, who bring together more than 50 years of combined B2B marketing expertise, Grove B2B will challenge the conventional marketing brief, move beyond BAU thinking, and replace vanilla campaign execution with marketing that drives real growth and business revenue.
Their experience spans global, regional and local brands, complex enterprise environments, challenger businesses, and high-growth startups, covering every facet of strategy, activation, client management, and business impact.
Grove B2B is dedicated to challenging outdated marketing models and elevating B2B marketing to best-of-breed standards. By blending strategic expertise with practical execution, Grove B2B delivers marketing solutions that make a real difference. The agency is committed to helping businesses grow in meaningful ways, without unnecessary complexity.
Jake Hird, Kiaran Geen, Samantha Cunliffe
‘The current agency-client model is broken’
CEO Geen said he believes the industry is in urgent need of a rethink after 25 years of working in the holding group model. “The current agency-client model is broken. Businesses need more than templated frameworks, generic benchmarks and mediocre cookie-cutter activation plans —they need marketing solutions that truly align to their customers and help marketers grow revenue for their organisations.”
Cunliffe, chief client officer, said “B2B marketers are under more pressure than ever to prove impact, and that success is achieved through more than just generating leads and efficient cost-per-clicks. Marketing should do more than just support the business, it should drive it.”
Hird, chief strategy officer, added: “Part of this pressure comes from changing customer expectations. It’s no secret that a number of factors, including shifts in both personal and professional behaviours, are contributing to a lot of B2B marketing efforts falling short.
“Most of the industry agrees that customer-centricity is important, but is often reluctant to invest in research, understand the real drivers behind decisions, and take the time to build strategies that meet their buyers where they are. Brand trust and insight drives marketing success, and guessing is no longer an option.”
Make marketing work better to achieve better business outcomes
Grove B2B has been created as a marketing-as-a-service specialist for the real world, designed to support businesses at any stage of their marketing journey. Unlike traditional agencies that operate on rigid models, Grove B2B offers tailored and flexible partnerships, whether a company is fully in-housed, transitioning, or in need of end-to-end management. The goal is simple: make marketing work better to achieve better business outcomes.
With a strategy-first approach to thinking, core services include: customer and market insights, go-to-market design and activation, investment planning and impact, and training and development.