Agenda 2022


08:30 Registration and refreshments


09:30 Chair’s opening remarks


09:35 Fireside chat: Cultivating brand empathy through creative campaigns

  • Prioritising accessible and business-driven content to elevate your B2B comms
  • How do you create exciting and authentic stories that build brand empathy, especially for more niche and ‘boring’ B2B brands?
  • Great storytelling is simple: how to tell your technical stories to appeal to all stakeholders

James Drake, Head of Corporate Communications, Oracle


10:00 How leading brands are striving to prove B2B PR’s value potential

  • How you can help pivot PR to be a strategic business tool, rather than just a reputational raiser
  • Actions speak louder than reach: how to outline what success looks like and set up measurement methods ahead of your campaigns
  • Creating an effective feedback loop - best practice for linking your content output across channels

Lucy Linthwaite, Hybrid Cloud Geo Communications Leader, IBM Communications

Michele Moore Duhen, External and Internal Senior Communications Manager, Vodafone Business


10:35 Love Brands: The new definition of Brand Love

  • The changing consumer landscape and how marcomms professionals are adapting
  • The importance of customer centricity in 2022 and beyond
  • How to create or become a loved brand

Jack Richards, Marketing Team Lead Northern Europe, Talkwalker


11:00 Networking break


11:30 Embracing employee advocacy: the future of B2B digital comms

  • Helping to humanise your brand: why your best digital influencers are your own employees
  • How do you create a programme inside your organisation that will amplify social media content to the widest possible audience?
  • Diversifying your brand perception through your storytellers

Simon Thresh, Senior Director, Digital & Content, Capgemini


11:55 Fireside chat: Picking your brand battles - when to speak up to your B2B audience on social & environmental issues

  • Why you need a strategic relationship between comms and the c-suite to create and control a centralised, authentic brand voice
  • Avoiding risk by being proactive: creating trust by telling your ‘purpose’ stories
  • Keeping your messaging the same for B2B and B2C audiences

David Ginivin, VP Corporate Affairs, Sage


12:20 PR & marketing: How integration ensures your customer stays at the heart of what you do

Panel discussion

  • Ensuring your PR, marketing and sales teams are truly aligned on vision, values and brand identity
  • Building a continuous conversation with your customer across the various teams and touchpoints to create a holistic buying journey
  • Moving away from the marketing funnel and embracing an omni-channel approach so you have suitable, tailored messages for both B2B and B2C stakeholders

Sam Shrager, Head of Marketing and Communications, BCB Group

Erica Faltous, Head of EMEA Public Relations and Communications, Zendesk

Kathryn Arbour, Partner, Deloitte

Thea Parnell, Digital Strategist, MHP Mischief


13:00 Networking lunch


14:00 Afternoon opening remarks

Gemma Charles, Acting UK Editor, Campaign


14:05 Know your audience: understanding today’s B2B buying behaviour

  • Examining how the pandemic has drastically changed buyers expectations and behaviours and how to predict their next steps
  • B2B buying is not linear: why you need to know the six buying “jobs” of your customers ahead of purchase
  • Prioritising a parallel process: ensuring sales work hand in hand with your marketing teams to support your customers


14:25 Audience insights: what you need to know with Cision

  • How data can help us better understand the diversity of our B2B communication audiences
  • How we can we use data to accelerate and target the great creative work of communications
  • The power of effective measurement, as a planning and evaluation tool

Scott Newton, Senior Director, Strategic Operations, Cision


14:45 Maximising the power of digital marketing

  • How high-quality, readily available digital channels drive purchase ease and sales
  • Why prospective buyers in 2022 prefer to find product information online over speaking to a sales rep
  • Building your capabilities to analyse customer data and offer a truly personalised buying experience online


15:05 Networking break


15:30 B2B buying personas and how they can improve your conversion rates


Ryan Miles, Head of International Audience Marketing, Microsoft Advertising


15:50 PR & marketing: Building your best B2B teams through the ongoing challenge of recruitment and retention

Panel discussion

  • The 2022 reality check: reframing your offering to attract the best talent
  • Keeping diversity and inclusion at the forefront of your hiring practices to ensure you have a variety of voices at the table
  • How to ensure you’re hiring for long-term growth rather than short-term solutions

Adedamola Adeleke, Director Marketing EMEA, Visier Inc

Maya Price, Marketing Director, SAP UK&I

Santosh Sethumadhavan, Global Head of B2B Marketing Programmes, HSBC


16:30 Chair’s closing remarks & end of conference


Speaking opportunities
Please contact Charli Veale on +44 (0)20 8267 3128 or charli.veale@haymarket.com.

Sponsorship opportunities
Please contact Jessica Wain: jessica.wain@haymarket.com

General enquires
Please call +44 (0)20 8267 4011 or email conferences@haymarket.com.