Mastering the B2B mindset: Strategies to connect and convert
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About this event
Join Hallam and LinkedIn at LinkedIn HQ London, for a masterclass on connecting with B2B buyers.
The B2B journey is constantly evolving, and the Buyer Group is now the cornerstone of purchase decision-making. To secure a deal, members of the Buyer Group must align on selecting a specific vendor. New research highlights that being recognised across the Buyer Group of a target account, and earning trust within the marketplace, are the key factors driving purchase decisions.
Featuring exclusive insights from industry leaders and new research from The B2B Institute, this event will challenge conventional thinking about B2B marketing and sales success, revealing the crucial role of brand in every active sales process.
You’ll leave equipped with the knowledge to secure your brand’s spot on a customer’s ‘day one’ list and how to outperform your competitors.
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Agenda
👋 9.30 – Arrivals, breakfast and welcome
🗣️ 10.00 – 10.30 – Mimi Turner: How to win in B2B: Unlocking the power of buyer group marketing
☕ 10.30 – 10.45 – Coffee break
🗣️ 10.45 – 11.15 – Alex Jackson : B2B: bland to brilliant – Creative and emotive-led disruptive marketing
🗣️ 11:15 – 11:45 – Raffy Vota: The business of influence: Humanising B2B
☕ 11.45 – 12.00 – Coffee break
🗣️ 12:00 – 12.30 – Ben Wood: B2B advertising effectiveness: In a world of change, what won’t?
🍜 12.30 – 13:15 – Optional lunch & wrap up
About the speakers
Mimi Turner is a brand-builder and strategist with a track record of delivering transformational outcomes in media, marketing and politics. She joined LinkedIn as Head of EMEA and Lat Am of LinkedIn’s marketing strategy think-tank, The B2B Institute, in August 2021 and recently became head of Marketplace Innovation for LinkedIn LMS. She has led IP creation on marketing and advertising including the Harvard Business Review featured research The Right Way To Build Your Brand. Previously she was Director of Strategy, Messaging and Research at the Liberal Democrats, the first Marketing Director of The LAD Bible Group, and Marketing Director of The Health Lottery. Mimi was special advisor to The Cairncross Review, the government inquiry into the future of high-quality journalism. She began her career as a science journalist with the Sunday Times and the Times newspapers.
Alex Jackson is a Paid Media Team Lead at Hallam. He works across all aspects of paid social, affiliates, display and programmatic advertising, including account management, media planning strategy, branding and re-branding campaigns. His passion for digital marketing and drive to combine creativity with a data-led approach is something he tries to ground in all the work he does.
Raffaella Vota is a Global Creative Agency Lead with over 15 years of experience in global branding and client management within the advertising industry. Raffaella specialises in overseeing Creative Agency engagement and Go-To-Market (GTM) strategy. She is dedicated to championing the LinkedIn platform and demonstrating how it can help agencies drive growth and deliver exceptional value to their clients.
Ben Wood is Performance Director at Hallam, overseeing digital strategy across our entire client base. After joining Hallam in 2012 from FTSE 100 company Experian, Ben has played a pivotal role in the growth and success of our company, delivering outstanding results for our clients. A highly respected author and public speaker, Ben is passionate about performance marketing and how brands can use this to their advantage.
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Details
- Date 08/04/2025
- Time 9am-1pm
- Cost Free
- Website https://hallam.agency
Venue
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123 Farringdon Road, London, EC1R 3DA
Organiser
Let’s thrive together.
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