Ask most people to name their favourite brands, and almost all of them will be consumer brands. Yet B2B is the largest part of the UK economy, accounting for around 48% of output, according to the B2B Nations Institute's UK report (August 2026). Much of that activity happens behind the scenes, so many marketers only discover B2B once they are already in work.
We believe B2B marketing deserves a clearer place in what is taught and in the career conversations students have, and that bringing industry and education closer together helps everyone.
We see six ways to make that happen.
Review the curriculum. Look at how much of the marketing curriculum covers B2B, and bring in more B2B examples and case studies alongside consumer ones. Exploring how organisations buy from, sell to and market to one another gives students a fuller picture of the profession.
Bring in industry voices. Guest sessions, live briefs, mentoring and apprenticeships give students direct contact with people doing the work, whether in a lecture theatre or online. Industry voices can also help steer courses, for example through advisory panels, bringing new perspectives and keeping the curriculum fresh and connected to how the profession is changing.
Close the gap between theory and reality. Marketing theory matters, but in real businesses marketing never works in isolation. Show how it works alongside sales, finance, operations and leadership, how budgets are set and how success is measured, so students understand how marketing really creates value.
Look behind familiar brands. Take a supermarket. Behind every store sits a whole ecosystem of businesses, from logistics firms and payment providers to software, data and energy suppliers, all selling to the supermarket rather than to shoppers. Each of them needs marketing too, and that is where many of the most interesting roles are. You might also be surprised to learn that some familiar brands sell to businesses as well as consumers, with B2B marketing teams of their own.
Explore the variety of roles. B2B marketing includes product marketing, sector and account-based marketing, insight, partner marketing and sales enablement, among many others. Each needs a different mix of creative, analytical and commercial skills.
Get commercial and curious. Learn how businesses make money and how they decide what to buy. Look for placements, apprenticeships and opportunities to talk to people working in B2B businesses, and ask plenty of questions.
The more visible B2B marketing becomes in education, the more people will choose it as a career rather than find it by chance.
How could industry and education work more closely to make B2B marketing a career of choice?
Written by
Amanda Weekes
Founder of AWX Marketing
25+ years of B2B marketing experience inside complex organisations, now advising businesses on practical account based marketing.
Follow on LinkedInAWX Marketing supports the profession through mentoring, apprenticeship assessment, university engagement and industry collaboration.
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