PRmoment Leaders PA Mediapoint PA Assignments PRCA PRmoment Awards Winners North Creative Moment Awards 2024 PR Masterclass: AI in PR

Integrated b2b communications

Location: 65 Gresham Street, London, EC2V 7NQ
Organiser: PRmoment events
Price: Early bird £155 + vat Normal rate £185 + vat
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Registration, coffee, croissants, fruit and informal networking


Chairpersons introduction
Ben Smith, Founder


Understanding your B2B markets
Kai Gait, ‎Senior Global Digital Director, GSK

  • How to understand your markets and ensure you address the communication needs of those markets
  • Understanding the links and complexities of your different markets – by product, by geography, by customer
  • Understanding the right channels to reach your customers and stakeholders
  • The need to utilise the appropriate professional social networks
  • The tools of engagement – striking a balance between push and pull

The talent required for integrated marketing
Alice Weightman, Founder, Hanson Search

  • The talent required for integrated marketing
  • Companies now want more skills for their money
  • Why you must constantly renew your skillset
  • Why organisations are taking a “Dept of Skills” approach
  • Marketers must be able to be experts on a specific part (or parts) of the digital spectrum

Going global with the ‘Integrated promise’?
Chris Talago, VP PR & Communications APAC & EMEA, Oracle

  • Disruptive channels and global integrated comms
  • Culture, scale and complexity – what hinders going global?
  • Practical learnings from multinational campaign integration
11.00am Informal networking, coffee and fruit
Understanding the buying behaviour of millennials in a B2B context
Ashish Babu, Director of Communications Europe & UK, Tata Consultancy Services
  • Why millennials = generation direct
  • How millennials work and play together and what that means for your communications
  • Why most B2B purchasing decision-making processes have changed
  • Understanding how millennials are bypassing traditional boundaries of accessing ideas and information
Preparing for the black swan
Nick Masters, Head of Online, PwC
  • Communications challenges are changing and tending to happening with unexpected speed and ferocity
  • There is an expectation on companies to react and deal with these unforeseen issues
  • How do you create a culture of flexibility and fast response within a firm?
  • What capabilities are required to deal crises in a complex media landscape?
Case study 1: Responding to the Brexit result
Case Study 2: Dealing with a social media storm in “high heels”


Panel Session on Integrated B2B Marketing

Alex MacLaverty, Group MD, Europe, Hotwire
Parker Ward, Global head of digital & content, Capgemini
Marcus Sorour, General Manager & Vice President, UK, WE Worldwide
Kristina Eriksson, Head of Media Relations, The FT

1.05pm Chairperson closing remarks

1.10pm Buffet lunch and informal networking