We turn marketing strategies into business opportunities.
We help technology vendors and their partners generate demand and activate their channel in Spain and Portugal.
Trust
is built
by working together
Services
Every sales challenge needs a strategy. And someone to execute it.
- 01ABM campaignsWe reach the accounts that matter and activate sales opportunities.→
- 02Intent Data NEWWe identify which companies show buying signals. And why now.→
- 03Partner programsWe drive demand generation and the growth of your channel.→
- 04Digital and creative marketingWe turn complex technology into relevant messages and experiences.→
- 05GEO and SEOWe improve your brand's visibility in search engines and AI assistants.→
Success stories
Results tell our story best.
Partner program
+235,6%
Dell Technologies · Arrow
Total partner revenue growth from the start to the close of each program. An EMEA best practice for five consecutive years.
See the full case →Demand generation with ABM
94%
Samsung
Of the leads generated received a quote, in the Q3 2026 campaign for its partner ecosystem.
See how we did it →More cases: AI-powered ABM · leading mobility manufacturerAI-powered ABM · leading mobility manufacturerSalesforceInetum · IBMCricutAll cases
Let's talk about your goalsWhat are we
We understand the business of technology vendors. And how to make it grow.
Since 2007 we have worked alongside the marketing, sales and channel teams of technology vendors in Spain and Portugal.
We know their markets, their partners’ challenges and how important it is to turn marketing investment into sales opportunities.
That is why we combine strategy, creativity, data and technology with something we consider essential: getting involved in the execution and in the results of every project. We don’t just design strategies. We help make them happen.
Value proposition
Value
proposition
We know
the industry
We understand how vendors, distributors and partners work. That lets us design strategies that are more relevant and adapted to each market.
We get involved
in the execution
We work alongside marketing and sales teams, from campaign planning to activating and following up opportunities.
Technology for
better decisions
We use data, AI and our own platforms to automate processes, give visibility to results and improve decision-making.
More relevant, realistic actions for each market
One team from strategy to sales follow-up
Decisions based on data and measurable results
Behind TMR
Mar Villa Escudero
CEO and founder of TMR · Independent director · Member of the Spanish Institute of Directors (IC-A)
More than 30 years connecting technology, marketing and business. First from inside the vendors. Today, working alongside them to help turn their goals into results.
My career began in the technology sector, working with vendors and distribution channels. I was marketing director at Lexmark (IBM) and, before that, I ran the New Technologies division of ADL Technology.
Those years gave me first-hand knowledge of a vendor's challenges: how to reach the right customers, how to work with partners, how to stand out in competitive markets and, above all, how to turn a marketing strategy into sales opportunities.
With that experience I founded TMR more than 19 years ago. Since then, we have had the opportunity to work with companies such as Samsung, Salesforce, Dell Technologies and Cricut, helping their marketing and sales teams develop their go-to-market strategies, generate demand and activate their channels.
I still believe in something quite simple: marketing has to understand the business, work close to sales and contribute to its results. Technology and AI let us do much more today, but understanding people, customers and the market is still what matters most.
On the vendor's side
A perspective that still shapes the way I work
Marketing Director at Lexmark (IBM) from 2001 to 2006. Before that, director of the New Technologies division at ADL Technology (1996–2001), working with channel partners.
Go to market
From strategy to sales opportunities
CEO and founder of TMR. More than 19 years supporting technology vendors with their positioning, ABM, demand generation and channel development strategies in Spain and Portugal.
AI, technology and innovation
Keep learning to keep evolving
Executive education in artificial intelligence, innovation and leadership at MIT, Harvard and IE Business School.
Awards
European Award for Business Innovation and Digitalisation · National Digital Marketing Award · Finalist at the European Technology Awards · 100 Entrepreneurs 2025 (Emprendedores magazine)
“After so many years in technology, I still think the best marketing starts with understanding the customer, knowing their market and working close to the people who have to sell.”Mar Villa Escudero
Awards
European Award for Business Innovation and Digitalisation 2022
European Society for Social and Cultural Promotion
Finalists at the European Technology Awards 2021
The European Awards
Top Lead Generation
Companies 2024
Design Rush
The 100 Entrepreneurs
2025
Emprendedores magazine
In the press
Media that have covered our story and our work with technology vendors.
Timeline
Timeline
Founded in Madrid
Launch of Spain's first real-time point-of-sale positioning platform.
First client
Lead generation.
Expansion
Opening of offices in Portugal to serve the whole Iberian market.
New B2B division
Lead generation.
Awards
European Award for Business Innovation and Digitalisation 2022.
New platform
Launch of Onlive. / National Award for Technology in Digital Marketing 2021.
New B2B services
Content and digital marketing. / Lead generation.
New B2C services
Lead generation.
New services
GEO (your brand's visibility in AI) and Intent Data (buying signals).
Recognition
The 100 Entrepreneurs 2025 by Emprendedores magazine.
New clients
Vendors and distributors: HPE and Ingram Micro.
New clients
Vendors and channel: Inetum and IBM.
Timeline
2007
Founded in Madrid
Launch of Spain's first real-time point-of-sale positioning platform.
2008
First client
Lead generation.
2009
Expansion
Opening of offices in Portugal to serve the whole Iberian market.
2010
B2B division
Lead generation.
2022
Awards
European Award for Business Innovation and Digitalisation 2022.
2020-1
New platform
Launch of Onlive.
National Award for Technology in Digital Marketing 2021.
2016
B2B services
Content and digital marketing.
Lead generation.
2013
B2C services
Lead generation.
Our
DNA
Code
Integrity
Honesty, transparency and loyalty as business values.
Creativity
Our way of proposing new solutions and disruptive ideas.
Passion
We take on every project with enthusiasm.
Proactivity
We anticipate situations that may arise and create constructive courses of action.
Commitment
We make your goals our own.
Innovation
The drive that moves us.
Gender equality, diversity and inclusion
Sustainability
Growing while caring for the environment and social well-being.
Frequently asked questions
What is a B2B go-to-market agency?
It is an agency that helps a technology company take its product to market: which accounts to target, with which partners, with which messages and with what budget. TMR is a B2B go-to-market agency for technology vendors and their channel in Spain and Portugal, specialising in AI-powered ABM and partner programs.
Which agency does ABM for technology vendors in Spain?
TMR, headquartered in Madrid with an office in Lisbon, has worked with technology vendors and their channel since 2007. It designs and runs AI-powered ABM campaigns and partner programs for brands such as Samsung, Dell Technologies and IBM through Inetum, with the aim of generating qualified leads and real opportunities.
What happens if the campaign does not reach its goals?
At TMR the goal is agreed in writing before we start: number of qualified leads or opportunities and how they are measured. It is reviewed every month with a correction plan. In pilots, we invoice based on the results achieved.
How does TMR use artificial intelligence?
We use AI to research accounts, detect intent signals, score opportunities and personalise content, always with human review. We label AI-generated content and work in line with the EU AI Act. Each client's data and its channel's data belong to the client.