Bridging Theory and Practice in B2B Marketing: Insights for Students

In March, a group of business school students from the U.S. visited our office for an insightful session on B2B marketing at Whalebone, led by Ondřej Hrabal. This session, which followed a similar event in October last year, was an opportunity to showcase how marketing operates in a growing B2B tech scale-up and provide students with a practical perspective beyond academic theory.

As Ondřej Hrabal shared:

"When preparing talks for students, I always reflect on what I wish my teachers had shared with me but didn’t. This approach allows me to focus on what truly matters. I aimed to be as real and practical as possible, highlighting not only the daily challenges but also the exciting opportunities that come with working in marketing at a successful B2B tech scale-up like Whalebone. I'm pleased that the session turned into an engaging and enjoyable conversation, with a lively Q&A. There is no better feedback than genuine questions – a clear sign that the audience is eager to learn more."

These sessions are part of our long-term employer branding efforts. By engaging with students, we build awareness of B2B marketing in cybersecurity, provide real-world industry insights, and establish relationships with potential future talent. While these interactions are not directly focused on hiring today, they help position Whalebone as an employer of choice for those looking to start their careers in a dynamic and innovative environment.

Creating opportunities for students to connect with professionals and gain firsthand industry knowledge strengthens our reputation as a company that values growth, learning, and collaboration—both inside and outside our organization.