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B2B Content
Marketing Summit

Sponsored by PwC

20.04.23

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Intro
Speakers
Agenda
Location

The CMA is delighted to announce the return of the B2B Content Marketing Summit. A full day event that aims to inform and inspire B2B content marketers and help them transform their work and drive organisational success. The 2023 B2B Content Marketing Summit is proudly sponsored by PwC and takes place on Thursday, April 20th. The event is a full day of keynote speakers and industry leaders covering the most important and timely industry topics.

Speakers

Kathryn Strachan
Kathryn Strachan

CopyHouse

rowan morrison
Rowan Morrison

Rationale

Andy Seibert
Andy Seibert

Imprint

Munni Trivedi
Munni Trivedi

Indigo Premedia (India)

Martin MacConnol​
Martin MacConnol

Wardour

claire mason
Claire Mason

Man Bites Dog

mark webb
Mark Webb

Folk

Jacqueline Loch
Jacqueline Loch

SJC Canada

Andy Barr
Andy Barr

10 Yetis Digital

will sturgeon
Will Sturgeon

PwC

Sharon flaherty
Sharon Flaherty

Folk

chris stokel walker
Chris Stokel-Walker

Journalist & Author

Svein Clouston
Svein Clouston

Rationale

jordan carroll
Jordan Carroll

THE FIFTH

selena cameron
Selena Cameron

SJR

andrew rogerson
Andrew Rogerson

Grist

george eaton
George Eaton

New Statesman

Laura Klysz
Laura Klysz

Simmons & Simmons

B2B Summit Countdown

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Agenda

State of the Nation: What Next for British Politics?

9:30am

In recent years British politics has been marked by its instability. The last decade has seen five prime ministers, three elections, the Scottish independence referendum and the Brexit vote. But in Rishi Sunak and Keir Starmer, the Conservatives and Labour are now led by individuals pursuing a less disruptive path. The Windsor Framework has reduced tensions over Brexit and the SNP’s advance has been halted. But is British politics as stable as it appears? And what would Labour actually do with power? In this talk, George Eaton, senior editor of the New Statesman, will explore the road ahead for the UK.

How to Grab the Attention of the C-Suite

10:05am


How do you create content that will not only grab the attention of senior business leaders, but will inspire them to act and engage with you? This session will address that question with practical advice and insights from Will Sturgeon, head of content and thought leadership at PwC, and Laura Klysz, global head of marketing and communications at Simmons & Simmons. They will also be joined by Andrew Rogerson co-founder of content agency Grist to discuss key audience insights from in-depth research into how best to tailor content for the influential C-suite audience.

The Rise of De-influence Movement - The Timely Death of Overly-Polished, Brand-Sanitised Content

10:45am

Andy will be guiding you gently through the world of the deinfluence movement. His agency was one of the first in the UK to talk publicly about why this trend was rising and he has featured in media stories around this topic. He will explain why brands don’t need to be afraid of deinfluence content and how it can be harnessed for good. The whistlestop guide shall be delivered in his usual short and punchy style. Stand by for a controversial overview of this fun industry topic.

Global Voices: Content Marketing Perspectives from Around the World

11:05am

There are key topics facing content agencies around the world, such as the roles of emerging AI, the strategic use of purpose, the ever-changing criteria on SEO. And there are fundamental topics to address for aspiring content agencies of the future, including: attracting and retaining talent, creativity in hybrid working and strategic outsourcing and partnerships. Are different regions addressing these topics in different ways? Are there learnings from one region that can be applied to others? This session features the founding members of Global Voices, which was formed to share best practices, insights and inspirations from the world of content marketing.

The Future of B2B Influencer Marketing

11:45am

The creator economy is largely responsible for steering the fragmented nature of the digital landscape today. Jordan Carroll, Innovation Director, THE FIFTH, will forecast the effects that future technology and trends will have on the acceleration of influencer marketing for b2b businesses, including some takeaways you can put into practice now.

Why Impact Matters

1:30pm

In this Lightning Session, Rowan and Svein will discuss how their agency proposition evolved from a focus on ‘brand purpose’ to the more meaningful ‘brand impact’, and how they navigated that change in the face of mounting criticism about greenwashing, virtue signalling and woke capitalism.

The Campaign is Dead, Long Live Content

1:50pm

2023 has been a year marked by shifts: the unpredictability of social media, intensified growth demands placed on companies, faltering public trust, and the decline of campaigns as the default settings for marketers and communicators. In this session, Selena Cameron, Global CEO of SJR (a WPP-owned content consultancy), will explore why this is truly the moment for content and the myriad ways that embracing a content-first mindset can make organizations more agile, responsive, and connected to a host of stakeholders.

Content Personalisation: The Key to Winning in B2B Marketing

2:35pm

Personalised content is like the secret sauce of successful B2B marketing. It’s the key to increasing engagement, driving conversions, and creating loyal customers. This talk will take you through the process of crafting content that truly resonates with individual buyers, and share real-life examples of successful campaigns. I’ll also equip you with the tools to measure and optimise your efforts, ensuring that you can charm your customers and win them over for life. By the end of this talk, you’ll be ready to infuse your B2B marketing with the power of personalisation, and reap the rewards of increased engagement, conversions, and loyalty.

How to Use Thought Leadership to Advance Your Strategic Agenda

2:55pm

CEOs and their Boards face an economic and health emergency combined with disruptive megatrends from climate change to transformational technology. Leaders must be the navigators of what’s next – but do you have compelling future thinking to share? With clients judging your organisation’s capability and innovation on the quality of your thought leadership, do you have what it takes to carve out a leadership position in the next economy? Have you defined the vision for your organisation and can you clearly see the future you will help your clients to navigate? Claire will help you examine how to develop a credible vision of the next economy, define your organisation’s role in it and develop your future thinking to win attention and sales from the C-Suite. This session will examine why thought leadership must be future-oriented, and reflecting the state of the nation no longer has value. Claire will also help you consider a toolkit of techniques for developing and evidencing future thinking with appropriate credibility and accuracy.

How to Get Inclusion Running Through Every Thread of Your Organisation

3:40pm

Inclusion is on everyone’s agenda but how do you really get it working through every thread of your organisation? In this session, we’ll hear from Sharon Flaherty the CEO of Folk who turned her agency on its head to prioritise inclusion and from disability advocate and medically retired comms professional Mark Webb, who talks about living and working with a disability. Sharon and Mark will share their lived experiences and provide key take-aways to make your comms more inclusive.

How Generative AI Has Eaten the World - And What it Means for Content Creation

4:25pm

In less than six months, generative AI has gone from a pursuit for hobbyists to something that is firmly in the mainstream. The rise of tools like Midjourney and ChatGPT mean that it’s never been easier to create content – but where have we come from, where have we shifted in the last half year, and what does generative AI’s ubiquity mean for the future of content creation? Chris Stokel-Walker, a journalist who has been covering each twist and turn, explains all and tries to take stock of where we are, and where we’re going in the future.

Closing remarks

4:55pm

Coming soon

Location

PwC
1 Embankment Place
London
WC2N 6RH

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Kathryn Strachan

Kathryn Strachan

CopyHouse

CEO

Kathryn Strachan is the CEO of CopyHouse, a leading content marketing agency for fast-growing technology brands. Kathryn started her career agency-side before striking out on her own. She’s taken CopyHouse from ground zero to a £1.5 million turnover within three years, turning CopyHouse into a successful agency that works with brands like META, Klarna, Cigna and more. As well as managing CopyHouse, Kathryn is a respected Forbes contributor and industry speaker featuring at events like MoneyNext, Semrush, etc. She regularly speaks on topics like the metaverse/web3, customer-centric content, technology marketing, and female entrepreneurship.
rowan morrison

Rowan Morrison

Rationale

MD

Rowan is a highly experienced agency leader, brand and marketing consultant, and writer. She has led campaigns and consulted for a wide-range of senior client stakeholders across global organisations including the University of Edinburgh, HSBC, KPMG, Toray, and many more. Rowan’s deep knowledge of B2B audiences, of how to best partner with early-stage businesses as well as global corporations, and her infectious enthusiasm for fulfilling the potential of people and businesses through storytelling, underpins Rationale’s strategic and unique approach.

Andy Siebert

Imprint

Founder & CEO

Andy founded Imprint as a full-service content marketing agency in early 2013 after almost two decades in the custom content industry. His experience at American Express, GE Capital, Time, Inc., and Hearst and Dow Jones (as President and Publisher of the SmartMoney joint venture) provides him both a client and publisher perspective on content marketing. Just 10 years old, Imprint has received 15 nominations for Content Marketing Agency of the Year by four different organisations, winning four times. Andy served for a decade on the Board of The Content Council, the leading association of content marketing firms in North America and is one of the founders of Global Voices, a content marketing collective.
Munni Trivedi

Munni Trivedi

Indigo Premedia (India)

Co-founder and Managing Director

Munni is a pioneer of outsourcing for the creative industries. Before embarking on an entrepreneurial career, she worked in senior roles on both the demand and supply side. This gave her an intimate understanding of the ways businesses can manage resourcing to improve profitability. She applies her knowledge and skills to help agencies transform their workflows and sourcing strategies.At Indigo Premedia she leads a multi-disciplinary team giving creative agencies in developed markets access to world-class production resources from India and other low-cost economies. After a successful career in the UK, she swapped London for Mumbai in 2009. Fun fact: She holds a Guinness World Record as part of the largest group of women to hold an abdominal plank (Mumbai, November 2016).

 

Martin MacConnol​

Martin MacConnol

Wardour

Founder & CEO

Martin is founder and CEO of Wardour. An ex-FT journalist, he leads a team that has always had a major focus on supporting B2B brands in the planning and creation of multi-platform campaigns. Key clients include Deutsche Bank, EY and Informa. Beyond the day job he chairs the Alumni Advisory Board of Cambridge University and was previously a board member of the CMA and PPA – as well as being chair of the APA. And if you want to make him really happy put him on a tennis court or in front of a piano.
claire mason

Claire Mason

Man Bites Dog

Founder and CEO

As CEO and Founder of global thought leadership consultancy Man Bites Dog, Claire builds sustainable business brands through stand-out thought leadership that helps clients shape the next economy. Man Bites Dog specialises in storytelling to help global business leaders mobilise change on the world’s most important issues, from accelerating net zero to building a more inclusive world. Our research and economics-backed thought leadership includes award-winning campaigns from The Sustainable Cities Index to Zeronomics (the economics of net zero transition). Winner of B2B Marketing’s Specialist Consultancy of the Year 2022, Man Bites Dog has won 94 global marketing awards. Claire has been recognised as the Chartered Institute of Marketing’s Female Marketing Leader of the Year and an EY Winning Women Entrepreneur 2022. An established keynote speaker, Claire champions sustainability, entrepreneurship and DEI. Claire is campaigning to close the Gender Say Gap – a term she coined to address the underrepresentation of women and minorities in business and in public life – by increasing the visibility of thought-leading diverse experts.With a passion for entrepreneurship and sustainable development, Claire holds numerous Board Directorships and is Entrepreneur in Residence at The British Library Business & IP Centre, supporting its mission to democratise entrepreneurship.

mark webb

Mark Webb

Folk

Public Speaker and Real Folk Panelist

Prior to medical retirement, Mark held senior comms and social media roles at Disneyland Paris, the Walt Disney Co, David Lloyd Leisure, Dixons Retail and Shift.ms. Listed as one of the most influential disabled people in the UK for the last two years, Mark uses his speaking and social media platforms to campaign on all things diversity, flexible working and mental health. He is also a Shadow Board Member for Reflect, the not-for-profit agency committed to championing individuality and influencers from all ‘flavours’ of diversity. A regular on TV through the Pandemic, Mark blogs at onemanandhiscatheters.com. He plays Wheelchair Rugby for Bournemouth Lions. Really badly.

Jacqueline Loch

Jacqueline Loch

SJC Canada

EVP Social + Emerging Platforms

A content strategy and media executive specialising in content solutions across social, digital, video, print, SEO, research and e-commerce, Jacquie is a branded content/revenue generation expert driving engagement, results, and cultivating C-level relationships. Previously as VP Group Publisher SJC Media and TC Media she oversaw brands including FASHION, ELLE Canada, Canadian Living, and Style at Home, and was formerly VP Content Solutions Rogers Media. A recognised leader in marketing solutions and media innovation, Jacquie Chairs The Content Council (New York) and is a Board Member for the National Media Awards Foundation (Canada). A frequent speaker across North America and Europe, having created award-winning programs for a wide range of top-tier clients.
Andy Barr

Andy Barr

10 Yetis Digital

Co-founder

Andy Barr is the co-founder of 10 Yetis Digital. The agency has been managing influencer marketing campaigns for so long that he remembers when it was just called “online PR”. Having worked with brands like Superdry, BioFreeze, Lee Kum Kee and Optical Express on all forms of influencer campaigns he brings a wealth of knowledge and mad skills. He speaks at conferences around the world about cross-platform digital marketing campaigns and how to get the best return on your investment. He has many leather-bound books and his apartment smells of rich mahogany.
will sturgeon

Will Sturgeon

PwC

Head of Content and Thought Leadership

Will started his career in business and technology journalism during the ‘dot-com boom and bust’ years before moving agency-side to work on content strategy and creation for some of the world’s best-known brands. He joined PwC in 2018 to head up and develop the firm’s content and thought leadership team, producing flagship content marketing. He is the author of the firm’s annual CEO Survey and has led on the development and creation of many groundbreaking projects for PwC over the past five years, including its recent ‘Human-led, Tech-powered’ video series fronted by Hannah Fry and launched in association with LinkedIn.

Sharon flaherty

Sharon Flaherty

Folk

Founder and CEO

Sharon is the founder and CEO of Folk, a creative comms agency, an inclusive organisation that helps brands to do better through campaigns without prejudice. Sharon started her career in business journalism and then moved on to found BrandContent, a small content agency for financial brands. Although the business was successful, she felt that something was missing and that there had to be a model to commit brands to do better and take inclusivity seriously. So she rebranded as Folk with a new mission to make inclusive comms the norm.

Chris Stokel-Walker

Independent journalist & author

Chris Stokel-Walker is a journalist based in Newcastle, who has been writing for The Times and Sunday Times since 2013. He is the author of TikTok Boom: China’s Dynamite App and the Superpower Race for Social Media, YouTubers: How YouTube Shook Up TV and Created a New Generation of Stars, and is the author of the upcoming book The History of the Internet in Byte-Sized Chunks. He also writes for WIRED, New Scientist, The Washington Post and New York Times.
Svein Clouston

Svein Clouston

Rationale

Strategy Director

Svein is an accomplished brand strategist. He has devised and delivered a wide range of creative campaigns for a variety of global clients including Microsoft, Lenovo, LinkedIn, the University of Edinburgh and the International Rugby Board. A middleweight Scottish chessboxing champion, Svein marries a passion for supporting organisations to articulate their brand with creating strategies that deliver objective-matching results. His international perspective and deep B2B experience help him to uncover the insight needed to support clients looking to make an impact.
jordan carroll

Jordan Carroll

THE FIFTH

Innovation Director

Jordan joined THE FIFTH in September 2022 to lead their new Innovation department, focussing on service diversification, future-proofing our clients and exploring newness in Web3, digital and social-first technology. Prior to joining THE FIFTH, he worked at Kairos Media, a social content and influencer agency specialising in gaming. He was responsible for project leading the development of their technology stack, launching and scaling e-commerce joint ventures with content creators, launching their gaming tournament service for brands, and creating various other new service propositions.
selena cameron

Selena Cameron

SJR

CEO

Selena Cameron is a content strategist and corporate marketing expert who has worked with some of the world’s top brands, leading a range of campaigns including Absolut Vodka, Stella Artois, Virgin Mobile, HSBC, Motorola, and Coca-Cola. Today, she serves as SJR’s CEO, leading the global agency’s efforts to help companies and brands transition from traditional marketing strategies to content anchored in digital and social. She has worked in the U.S., the UK, and Canada for leading PR companies including Hill+Knowlton and MS&L.

Andrew Rogerson

Grist

Founder and MD

Andrew helps Grist’s clients to realise their marketing plans through the most powerful marketing tool available today: thought leadership. He is a regular commentator on the B2B content marketing industry and has spoken at recent B2B Marketing, PSMG, PM Forum, FS Forum and numerous in-house client events. Prior to founding Grist, he was marketing director at the Economist Intelligence Unit in London and New York.

george eaton

George Eaton

New Statesman

Senior Editor

George is senior editor of the New Statesman and was political editor from 2014-18. He is a regular broadcaster and has written for other titles including The Times, The Sunday Times and The Evening Standard.

Laura Klysz

Simmons & Simmons

Global Head of Marketing & Communications

Laura is an energetic and highly motivated marketer who is well regarded by her peers. She has 20 years of experience working in professional services with particular expertise in creating and driving forward thought leadership campaigns which seek to resolve client issues and generate new perspectives surrounding some of the world’s biggest challenges.

Speaker Name

Company

Position

As CEO and Founder of global thought leadership consultancy Man Bites Dog, Claire builds sustainable business brands through stand-out thought leadership that helps clients shape the next economy. Man Bites Dog specialises in storytelling to help global business leaders mobilise change on the world’s most important issues, from accelerating net zero to building a more inclusive world. Our research and economics-backed thought leadership includes award-winning campaigns from The Sustainable Cities Index to Zeronomics (the economics of net zero transition). Winner of B2B Marketing’s Specialist Consultancy of the Year 2022, Man Bites Dog has won 94 global marketing awards. Claire has been recognised as the Chartered Institute of Marketing’s Female Marketing Leader of the Year and an EY Winning Women Entrepreneur 2022. An established keynote speaker, Claire champions sustainability, entrepreneurship and DEI. Claire is campaigning to close the Gender Say Gap – a term she coined to address the underrepresentation of women and minorities in business and in public life – by increasing the visibility of thought-leading diverse experts.With a passion for entrepreneurship and sustainable development, Claire holds numerous Board Directorships and is Entrepreneur in Residence at The British Library Business & IP Centre, supporting its mission to democratise entrepreneurship.