That’s the sound of a million pieces of content tumbling towards your business audience, threatening to overwhelm them.
It’s The Content Avalanche.

B2B brands have woken up to the fact that content is king, and are using content at an unprecedented rate. So how do you ensure your content cuts through and has resonance – positioning your brand and driving sales? And how do you ensure your content stands out from that of your competitors?

The Content Avalanche will be the UK’s only event dedicated to B2B content marketing that offers practical and actionable advice. It promises a tour-de-force in content marketing excellence for B2B marketers of any level who are seeking to understand the big picture ideas.

With expert speakers and commentators from top B2B brands the event will showcase the latest thinking and innovation for successful, cutting-edge content marketing. You'll also have the opportunity to network with up to 200 of the brightest and best content marketers in the B2B space, sharing ideas, insights and inspirations.


DATE: 7 November 2013

VENUE: 11 Cavendish Square, London, W1G 0AN

TIME: 8.30-17.30

NETWORKING DRINKS: 17.30 - 18.30

PRICE: £395 +VAT early bird
(£495 +VAT after 27 September).

Standard member discounts apply.
CALL 0207 438 1370 to book by phone.


  • Marketing managers – seeking to ensure their content is as compelling and resonant as possible.
  • Marketing directors – seeking to optimise their content strategy.
  • Marketing and PR agencies – seeking to understand the latest trends in content and how best to meet clients’ needs.


  • Content marketing is evolving rapidly, and brands need to work harder than ever to ensure their output competes
  • Business buyers are becoming ever more sophisticated in their content consumption and expectations.
  • New technologies and distribution channels are emerging all the time, which brands must understand and exploit.


  • A showcase of the latest thinking and new ideas for successful, cutting edge content marketing.
  • An opportunity to hear practical, actionable advice and guidance from some of the leading thinkers and innovators.
  • The chance to network and share ideas with the brightest and best content marketers in the B2B space.

8:30 - 9:30: Registration & refreshments

09:30 – 09:40: Welcome and introduction

Joel Harrison, Editor-in-Chief, B2B Marketing

JOEL HARRISON Editor-in-Chief, B2B Marketing

Joel Harrison is founding editor of B2B Marketing and is editorial director of publishing company Silver Bullet Publishing Ltd. He oversees all of the company's editorial and content activities, including the B2B Marketing magazine, The B2B Marketing Awards, the website, Benchmarking Reports, Best Practice Guides, conferences and seminars, etc. Joel is a regular speaker at events across the B2B space, and commentator on issues relating to marketing, publishing, media, branding and social media etc.

09:40 – 10:25: History of content marketing: How we got here and putting the area into its proper perspective

SESSION SYNOPSIS History of content marketing: How we got here and putting the area into its proper perspective

All marketing is content marketing. The term has been hijacked by a few and roundly misunderstood. We need to get things in perspective.

Dave Stevens, Marketing Director, EY

DAVE STEVENS Marketing Director, EY

Dave Stevens is Marketing Director for EY (Ernst & Young) in the UK and Ireland. Dave has worked for major brands such as Telefonica O2 and Barclays in multiple different sectors from charity to professional services holding posts from Chief Marketing Officer to Director of Online. Marketing "since the age of ten", he is a CIM Chartered Marketer. He has also run his own business, managed a P&L for a major corporate, and holds a MBA with Imperial College, London. You can read his blogs at

10:25 – 11:10: Content is not king – creative content is king

SESSION SYNOPSIS Content is not king – creative content is king

B2b marketing's role has always had two core components; first, to drive awareness of the brand or product or service. Most business managers accept the premise that 'nobody ever bought a product or service from a Company they never heard of' so awareness activity has always been begrudgingly given some money by the business for this form of marketing indulgence. The second area and one which always received more traction was the notion of putting more significant resources behind generating leads for the sales force (given that 80% of b2b organisations are sales driven).

Such generation used to consist of a cut out response coupon from a trade press ad or a phone call to the usually silent 'sales hotline'. Time has moved on but the role for leads is still #1. Marketers have had to evolve because the sales cycle has moved on. No longer does prospective buyer A present himself as a hot but uniformed lead (which is effectively what he used to do) - now he researches and asks and interacts and learns - at every point now, he is arming himself with the information he needs to eventually present himself as a hot but informed lead - and at the point he is prepared to tell you who he is and you can pass the lead on to the sales team, the one thing you can be certain of is the fact that he will only do so if you have engaged him at every step. If you have presented the dull and functional, he is more likely to have 'walked' and gone to your competitor who presents information in a more interesting way.

We will look at content programmes that aren't about ticking boxes, but about engaging prospects as people. Creative content keeps them locked in and makes them more likely to pre qualify themselves as someone who is not only in the target, but who has developed some empathy before the sales team meet him. That's where marketing makes the difference.

Drew Nicholson, CEO, DNX


Drew started life working on the client side at Tesco before he decided agency life was more his bag. He went to Dorlands a top 5 London agency to work on consumer brands like Ski Yogurt, Duracell and Heinz, before he then moved to a creative hotshop cutting his teeth on his first big tech client - Toshiba.

Since setting up DNX in 2000, Drew's mission has been to harness creativity in every aspect of b2b life - no area more so than in the world of content where uncreativity is so rife!

11:10 - 11:40: Coffee break

11:40 – 12.25: Content and customer-centricity - how to get beyond the hype and create real engagement

SESSION SYNOPSIS Content and customer-centricity - how to get beyond the hype and create real engagement

A large part of our organizations claims that we are customer centric. Is it the truth or a buzz word?

This talk aims at sharing learning’s about a major shift in content development strategy from a focus on individual products to an integrated portfolio proposition. We needed to articulate a more strategic proposition according to customers’ value drivers in order to build a more effective differentiation vs. competition.

Frédéric Baffou, Branding & Marketing Director, Reed Elsevier International

FREDERIC BAFFOU Branding & Marketing Director, Reed Elsevier International

Frédéric Baffou is currently Branding & Marketing Director at Reed Elsevier International (LexisNexis, Elsevier, Reed Exhibitions and Reed Business Information). He has previously held different marketing, sales and general management positions in international companies and as an independent consultant. He contributed to the development of brands, products and businesses in various industries: FMCG (Kraft Foods and Philip Morris International), B2B (Reed Elsevier) and Luxury brands (Chopard, Girard-Perregaux, Jeanrichard).
Frédéric has been a speaker at several Global Conferences targeting large audiences of international B2B companies including:

  • Shaping the brand for the digital age? (2013)
  • How to build and establish brands in the market of information solutions for B2B customers? (2012)

12:25 – 13:10: Plan, manage, optimise: preparing for content marketing in 2014

SESSION SYNOPSIS Plan, manage, optimise: Preparing for Content Marketing in 2014

2013 has been the year when Content Marketing matured as a mainstream marketing activity attracting significant budgets. For many B2B companies though, Content Marketing has been established as a core digital marketing activity for many years and they are refining their techniques. In this Keynote, Dr Chaffey, author of Digital Marketing: Strategy, Implementation, and Practice will highlight 10 trends needed to make the most of content marketing. He will show through examples how leading companies are prioritising, managing and optimising their B2B content marketing including examples of new applications and new interactive B2B content marketing tools.

Dr Dave Chaffey, CEO, Smart Insights


Since 1994, when Dave was first hooked on the web, he has specialised in building his knowledge of how to best apply technology for marketing and sharing this knowledge with marketing professionals and students through consulting, training and writing.

Dave gave his first public training course for the Chartered Institute of Marketing in 1997, created his first site in 1998, wrote his first book on the topic in 2000 and have specialised in this exciting, dynamic area ever since. Dave is the author of five successful business books including Digital Marketing: Strategy, Implementation and Practice; E-business and E-commerce Management, Emarketing Excellence and Total E-mail Marketing.

13:10 – 14:00: Lunch

14:00: Breakout workshops

14:00 – 14:30: First breakout session

Workshop1: Credible thought leadership: how great content changes perception

SESSION SYNOPSIS Credible thought leadership: how great content changes perception

B2B marketing has various flavours, our objective was to create credibility in a new industry (Rail) for us where the perception was that we were very good at something else i.e. Airline distribution. The presentation shows how using the right content with the right approach to the industry helped us gain a different perception and credibility. Research, plan and then campaign deployment, with the ability to monitor results and nurture leads created success.

The presentation will take the audience through the value proposition exercise that brought along our first white paper, to then following up with an authored paper specialising in one particular area. The final white paper was a match winner due to the fact we had found something missing in the industry.

Speaker: Philip Martin, Head of Marketing, Amadeus

PHILIP MARTIN Head of Marketing, Amadeus

Philip has worked 25+ years in travel and tourism IT industry, directed departments and built global strategy in marketing, product management, and technical product design. Specialties include B2B marketing strategy and deployment, events and campaigns.

Prior to joining Amadeus, Philip worked for both British Airways and American Express. As Head of Marketing Philip's main responsibilities are setting and implementing the Amadeus Rail global marketing strategy, plan and tactics. The strategic marketing plan, includes in-bound (first to successfully implement 2.0 website, blogs and twitter in Amadeus) marketing activities worldwide, corporate marketing, product positioning, direct marketing, ecommerce, and product marketing. The unit has launched 3 major white papers, resulting in +2500 downloads and +1000 new contacts for the business unit. An integrated awareness campaign has generated a number of press and magazine articles, and speaking slots at industry events. The results created qualified leads, awareness and credibility in the rail industry.

Workshop2: Boosting productivity through meaningful and measured content

SESSION SYNOPSIS Boosting employee productivity through meaningful and measured content

From internal communication campaigns and social media strategies to enterprise intranets and employee engagement surveys, company content is being challenged and scrutinised at every opportunity. And rightly so.

When businesses make their brands stick inside, the positive effects on decision-making, creativity and success are there for all to see. In these organisations, relationships are built on a shared sense of purpose, collaborative content creation and clear lines of communication. They’re also built on compelling and creative storytelling that inspires and informs in equal measure, speaking directly to employees at every level of the company. So how can you get colleagues to feel a stronger emotional connection to your company and brand? What internal content marketing techniques can you use to lift spirits and guide behaviour?

This session will explore how successful companies are unlocking innovation, productivity and brand commitment by challenging the way they curate and communicate content inside their business.

Speaker: Rosa Wilkinson, Senior Consultant, Dragon Rouge

ROSA WILKINSON Senior Consultant, Dragon Rouge

Rosa specialises in articulating brand strategy, architecture and positioning. Her real passion lies in using this work to create commitment amongst the employees who deliver it through their daily work. She believes clear positioning drives more efficient organisations through more focused decision-making.

Rosa has been at Dragon Rouge since 2011. She was previously at brand strategy consultancy The Value Engineers, where she built up broad transferrable marketing knowledge across consumer, corporate and not-for-profit brands.

She's worked with a broad selection of organisations to create real change, including BA, Unilever, SCA, Trolex & the General Medical Council. Rosa is a member of The Marketing Society.

Workshop3: Responsive content ... because size does matter


Years ago it was all about keeping up with digital screens that were getting bigger. Then they started to shrink. Now we’re all mobile and we want it all instantly, faster, better and appropriate to our device if it’s all the same to you.

So, what does this mean for your content, your text, your images, your call to actions? How can you ensure this all works, has an equal amount of impact no matter how or what your content is accessed on. Does it matter anyway? And are you sure you know what the impact of not focussing on this will have on your business...? Our session is designed to help, we want to educate, share our knowledge and give you the power to make an informed decision before you make any investments

Speakers: Rob Suckley,Head of Design & Saira O’Dwyer, Sales and Marketing Director, Slightly Different

ROB SUCKLEY Head of Design

With over 8 years of experience in the digital design arena, and a team of highly skilled designers to manage, Rob ensures that our design output is always of the high standard that we demand.

Rob keeps on top of the latest skills and techniques and he and his team are currently loving the challenge that responsive design brings to a new concept. Working closely with the development and marketing teams, Rob will ensure that the design and its integrity is maintained on any project, and anyone who tries to defy this…well actually, no-one does, on account of the martial arts activities he undertakes outside of work.

SAIRA O'DWYER Sales & Marketing Director

Saira has been with Slightly Different for over 9 years. Developing and implementing the company sales and marketing strategy to ensure the company objectives are met is her bag, but she also enjoys getting her hands dirty and has a solid understanding of the digital arena from all angles of the business. The constant change and development in the digital industry is something that drives, inspires and excites Saira and she strives to ensure that SDs potential and existing clients, suppliers and industry partners share this passion. Out of the office, rumour has it that netball plays a big part in her life, and never to do things by halves, we here she’s a player, a coach and an umpire, although not all at the same time.

14:30–15:00: Second breakout session

Workshop1: 4D Marketing – the key to creating amazing content

SESSION SYNOPSIS 4D Marketing – the key to creating amazing content

You’re probably thinking, 4 dimensional marketing? Sounds like another bunch of buzzwords that will undoubtedly cost me money at some point. Wrong. The 4D methodology can be created from scratch (often expensive) or from recycling content that’s sitting right under your noses. So. What is 4D marketing and why should you care?

Gareth will demonstration the 4 dimensions that are going to make your next campaign (or piece of collateral) the most effective you’ve ever produce:

  • Dimension 1 – Content
  • Dimension 2 – Vertical Market
  • Dimension 3 – Job Function
  • Dimension 4 – Media

Speaker: Gareth Case, Director of Marketing, Xchanging and Xuber

GARETH CASE Director of Marketing, Xchanging and Xuber

Gareth Case has more than 15 years experience of marketing in the B2B technology space and has held senior marketing roles at Intermec Technologies, Arc Solutions, Viglen, Athona, ONI and current works as Director of Marketing for Xchanging. His experience spans EMEA, North America and APAC.

His broad understanding of the full marketing mix combined with a diverse skill set has contributed to the success and growth of his previous and current employers. Gareth has proven, successful experience across the full marketing mix.

Gareth has spoken at a number of industry events, most recently at the TFM&A event. The video, presented with Scot Mckee from Birddog can be viewed here -

Workshop2:Mind the strategy gap

SESSION SYNOPSIS Mind the strategy gap

84% of respondents to the recent CMI B2B Content Marketing survey, who say they are ineffective at content marketing, had no documented strategy.

In this session, Caspian Woods, Chief Content Strategist at Editions Financial demonstrates why you need a strategy for content marketing to be effective in selling relationship-based services in complex B2B markets.

He’ll illustrate how an effective content strategy makes content work harder by defining a clear proposition for different audiences, mapping this across the customer journey, focusing on the most effective channels and offering a clear audit trail for ROI.

He’ll outline the rules B2B brands should follow in devising a successful content marketing strategy. He’ll introduce one of the key tools in strategy planning- the Content Engagement Funnel – and show how it’s a strategic way of approaching content that takes an integrated approach across all channels and media to deepen engagement at each touch-point.

Speaker: Caspian Woods, Chief Content Strategist, Editions Financial

CASPIAN WOODS Chief Content Strategist, Editions Financial

Caspian Woods is founder of the UK's only financial services content marketing agency, Editions Financial. In the past 15 years, they have successfully delivered over 2000 content projects for financial brands across multiple channels.

As Chief Content Strategist, Caspian helps devise and implement content strategies for a number of global financial organisations.

He has also written two worldwide business best-sellers for the Financial Times. His third book, ‘The Devil's Advocate’, was book of the month in WHSmith’s in February but subsequently seems to have vanished without trace.

Workshop3:Lifecycle Marketing


Keeping your customers engaged throughout the lifecycle of their relationship with you can turn them into advocates who market your business for free.

Lifecycle marketing includes all of the different types of content marketing activities you do depending on where your customers are in their relationship with your business.

It's about attraction, conversion and ongoing engagement, with the ultimate aim being that your customers will automatically turn to you first whenever they have a need for the products and services you provide, and will voluntarily recommend them to others.

Speaker: Alistair Norman, Marketing Director, Tomorrow People

ALISTAIR NORMAN Marketing Director, Tomorrow People

Alistair Norman is the Marketing Director of UK Inbound Marketing Consultancy Tomorrow People. Alistair is also an auditor of the Future Media MA/MSc programme at Birmingham City University’s New Technology Institute. Follow Alistair on Twitter and Google+.

15:00–15:30: Third breakout session

Workshop1: From good to great (with a little help from a vegetable...)

SESSION SYNOPSIS From Good to Great (with a little help from a vegetable...)

It’s not just the planning, or even the content that determines the success of your content campaign. Measuring and optimising as you go offers the key to success when it comes to running an effective content marketing campaign.

In this presentation, we’ll demonstrate how measurement, improvement, and iteration make the difference between an average-performing campaign and a successful one.

We’ll take you through our journey in managing an 11-month long content marketing campaign involving a talking vegetable (yes it’s for real – his name is Ricky Leeks):

  • The marketing problem we were trying to solve
  • How we went about solving it
  • Where it all started to go wrong, and how an analytical approach helped turn it around
  • The results and how what we learnt has informed our latest content marketing campaign

Speaker: Laila Lotfi, Head of Product Marketing, Redgate Software

LAILA LOTFI Head of Product Marketing, Redgate Software

Laila Lotfi has 8 years of B2B marketing experience and currently works as a Head of Product Marketing at Red Gate Software, where she runs the .NET Tools marketing department. She specialises in digital marketing and has been engaged in content marketing since 2007. She lives by the principle of setting clear objectives and measuring the results, and loves to experiment and try new approaches to marketing to her audience, often resulting in a more effective or efficient way of delivering value.

Workshop2: Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee

SESSION SYNOPSIS Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee

Frankencontent. We all know that monster when we see it. Off-brand, off-message, off-the-wall – it’s what happens when too many stakeholders spoil the content. So what can you do when the politics, culture and hierarchy of your organisation mean complex sign-off processes getting in the way of good content? Catherine Toole, Econsultancy’s Content Strategy trainer and Sticky Content CEO, shares practical tips on how to manage stakeholders, retain content quality and avoid creating a monster.

Speaker:Catherine Toole, CEO, Sticky Content


Catherine Toole is the CEO of London-based digital copywriting agency Sticky Content. She has spent the last 16 years planning, auditing, writing, and editing digital content for some of the UK's best-known brands, government departments, and charities.

Current Sticky clients include: ASICS, Barclays, Deloitte, Disney DLP, HSBC, John Lewis, Lufthansa, Lloyds TSB, the UK Post Office, Safelight, Sage, Sony Europe and Virgin Media.

Catherine trains in content strategy at Usability Week around the world for the Nielsen Norman Group and for Econsultancy in the UK. She is currently writing a book, Content: make-do, mend and measure.




15:30 – 16:00: Coffee break

16:00 – 16:45: ‘Content Clinic’ four leading B2B marketers shine a light on how they currently manage content marketing, offering invaluable advice and answering your most pertinent questions.

Caroline Taylor, European Vice President of Marketing & Communications, IBM
Rachel Dennis, Senior Director of Lead Generation & Retention, Getty Images
Nigel Pyke, Partner, EMEA Marketing, Cushman & Wakefield LLP
Justine Arthur, Head of Marketing, BT Expedite

CAROLINE TAYLOR European Vice President of Marketing & Communications, IBM


RACHEL DENNIS Senior Director of Lead Generation & Retention, Getty Images

Rachel Dennis has a unique breadth of marketing and management experience, having worked for worldwide media company Getty Images in three different functions on three different continents over the last 13 years. In her current position, as Senior Director of Lead Generation & Retention, Rachel is responsible for global lead generation, acquisition & retention programs across all Getty Images' products and brands. Useful and engaging content is central to the success of these programs; inspiring action in customers and prospects, with the ultimate goal of creating prosperous and loyal customer relationships. Rachel can be contacted via or followed at @R_A_Dennis

NIGEL PYKE Partner, EMEA Marketing, Cushman & Wakefield LLP

Nigel joined Cushman & Wakefield in August 2008, where he leads the firm's marketing and communications activity for EMEA. This role is focused on enabling the business to build and leverage value from the brand and ensures that marketing and business development focus on relationship and revenue generating activities. One of Nigel's main roles has been to set up and manage a firm wide key client relationship programme.

Before this, Nigel was Director for Brand & Business Development at Deloitte, where he had specific responsibility for leading service line marketing (audit, tax, corporate finance and consulting), regional marketing teams and their activities, and the corporate shared service team – including web/digital marketing, brand teams and CRM.

Nigel started his marketing career working for advertising agencies in London and the US, before joining BT. His first professional services role was at PwC, where he established and led the Marketing Shared Services function.

JUSTINE ARTHUR Head of Marketing, BT Expedite. Winner: B2B Marketing 2012 ‘Marketer of the Year’

Justine was crowned B2B Marketing’s 2012 winner of the much coveted ‘B2B Marketer of the Year’ award.

Appointed BT Expedite’s marketing lead in March 2010, Justine is responsible for delivering marketing-led, end-to-end lead generation, nurture and conversion campaigns, through a range of channels including events, web, social, email, videos and case studies

BT Expedite supports some of the largest, busiest and most successful retailers in the UK including Karen Millen, Fat Face, Pets at Home, Primark, Thomas Pink and WH Smith.

Before BT Expedite, Justine was online and marketing experience manager for BT Business Applications where she was responsible for sales-led marketing campaigns working with SaaS partners and BT’s sales channels.

Prior to BT, Justine held senior marketing roles at BSI Management Systems and leading digital agency AKQA, she also worked in Japan for Flying Color, a Leo Burnett digital agency partner, managing a team of web producers.

16:45 – 17:15: Dangerous Minds

SESSION SYNOPSIS Dangerous minds

Much of the so-called accepted wisdom in B2B marketing is outdated, wrong, or even downright dangerous - behavioural economics champion, Spectator columnist and author of 'Wiki Man' Rory Sutherland will explain why many key elements of B2B marketing communications need to be re-examined or completely rethought. Expect to be stimulated, challenged and amused in equal measure.

Rory Sutherland, Vice Chairman, Ogilvy Group

RORY SUTHERLAND Vice Chairman, Ogilvy Group

Born in Usk, Monmouthshire in 1965, Rory read Classics at Christ’s College, Cambridge, before joining Ogilvy as a Graduate Trainee in 1988. After 18 months spent as the world’s worst account handler (as a desperate remedial measure he was once booked onto a time management course, but got the date wrong) Rory became a copywriter in June 1990.

He has worked on Amex, BT, Compaq, Microsoft, IBM, BUPA, easyJet, Unilever, winning a few awards along the way. He was appointed Creative Director of OgilvyOne in 1997 and ECD in 1998. In 2005 he was appointed Vice Chairman on the Ogilvy Group in the UK in recognition of his improved timekeeping.

In his spare time, Rory collects self-aggrandising job titles. He was President of the Direct Jury at Cannes in 2007, and was elected President of the Institute of Practitioners in Advertising in 2009 for two years. Rory is also a visiting professor of Warwick University and was recently (2012) awarded an honorary doctorate (D. Litt) by Brunel University, he is also the Technology Correspondent of the Spectator, the world’s oldest English language magazine. You can visit his blog at

17:15 – 17:30: Closing remarks

Joel Harrison, Editor-in-Chief, B2B Marketing

JOEL HARRISON Editor-in-Chief, B2B Marketing

Joel Harrison is founding editor of B2B Marketing and is editorial director of publishing company Silver Bullet Publishing Ltd. He oversees all of the company's editorial and content activities, including the B2B Marketing magazine, The B2B Marketing Awards, the website,Benchmarking Reports, Best Practice Guides, conferences and seminars, etc. Joel is a regular speaker at events across the B2B space, and commentator on issues relating to marketing, publishing, media, branding and social media etc.

17:30 – 18:30: Networking drinks

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What attendees of our past conferences say:

“Worth every penny”
Associate Director Communications, Ernst and Young

“A very good day - useful to hear experiences in a market changing so fast, especially when budgets are limited and therefore exposure to agency expertise is limited also”
EMEA Marketing Director, ACI Worldwide

“I really liked the options for the breakout sessions and being able to tailor our day. Well done! A great conference with plenty of actionable ideas to take away”
Director, Richmond Marketing Consultancy

“Enjoyed the Conference...good presentations and lots to think about”
Head of Group Marketing, The ReAD Group