The B2B Leaders Forum

Agenda 2019

8:30am - 9:25am
Welcome breakfast and registration

A chance to network, with a light breakfast 

9:25am - 9:40am
Introduction to the Leaders Forum

Joel Harrison

B2B Marketing's Editor-in-chief, Joel Harrison, welcomes and introduces everyone to this years Leaders Forum.

9:40am - 10:15am
To infinity – and beyond! Life after B2B leadership

Joel Harrison

So you’ve reached the top rung in your marketing department – now what? Where do you go from here? What do you need to get you there? And how do you plan for the future of your marketing team without you in it? 
Based on exclusive new research, in this session we’ll examine future career success strategies for B2B Leaders – where to go and how to get there. We’ll look at the current career expectations for B2B marketers, and assess the merits and pitfalls of different directions and trajectories. We’ll provide clear and actionable guidance from B2B leaders who have taken brave and bold decisions about their career – as well as highlighting what to avoid at all costs. And we’ll examine strategies for team development and succession planning that will provide continuity for marketing output and secure your legacy and reputation.  
In this session, you’ll learn:
•      What B2B marketing leaders need to know and show to attain a bigger and better role within marketing
•      Aspiring for the top job? What skills and attributes you need to step into the CEO’s shoes
•      Is the grass greener on the other side? The merits and demerits of working for agencies and consultancies
•      How to identify and nurture your successor – and prepare them for your departure.

10:15am - 10:45am
Roundtable 1

Discussion of the topics raised during "To infinity – and beyond! Life after B2B leadership"

10:45am - 11:15am
Morning coffee
11:15am - 11:50am
Getting inside the mind of your customers

Helena Rubinstein

Many companies are using behavioural science to help them develop products and services for consumers. If you work in a business that sells products or services to other businesses, you have customers, not consumers. As you’re not having to deal with the irrational, complicated public on a day-to-day basis, you might not have considered how your business could use behavioural science. However, even if your customers are other businesses, you are still dealing with people.

Customers do not always appear to be making rational decisions, in part, because everyone is affected by biases, by assumptions, and by their pre-existing mental models. So, behavioural science is relevant in B2B businesses because it helps you better understand how customers make decisions in different contexts.

This talk will describe how behavioural science principles can help you to understand your customers so you can better predict their behaviour; ways to assess whether your offering meets your customers’ needs and how to identify and overcome barriers to purchase.

11:50am - 12:25pm

Andrew Buckley

12:25pm - 12:55pm
Roundtable 2

Discussion of the topics raised during "Getting inside the mind of your customers" &

12:55pm - 1:55pm
1:55pm - 2:30pm
The power of growth mindset management

Helen Tupper

Careers are no longer linear and predictable. Our roles and organisations are constantly changing and evolving. We're navigating much more squiggly careers and that can create challenging environments for your people to operate in. Growth Mindset Management creates the most positive environment for your employees to perform at their best. While the operating context might not be in your control, your ability to bring the best out of your team is. There are 4 key principles to focus on; psychological safety, feedback, learning and coaching.

In this keynote, Helen Tupper, CEO of award-winning career development and training company Amazing If, and ex-Marketing Director at Microsoft, will share with you the key actions you can take to build these principles into your ways of working and help your employees to succeed in a squiggly career. 

2:30pm - 3:00pm
Roundtable 3

Discussion of the topics raised during "The power of growth mindset management"

3:00pm - 3:20pm
Afternoon coffee
3:20pm - 4:00pm
What is takes to be the worlds greatest

Helen Richardson-Walsh MBE

Olympic gold medallist Helen Richardson-Walsh played at the elite level of hockey for 17 years, winning an Olympic gold, Olympic bronze and 3 Commonwealth Games medals along the way. In her time, she experienced soaring highs and crushing lows and played in teams that were operating at their very best, and those that had deep structural issues and struggled to function.

Taking these experiences into the corporate space, Helen explores what it takes for an individual to perform at their best in a team environment, what her team did to improve their self-awareness, the unique team culture they created, and how they used their visions, values and behaviours to achieve Olympic Gold. Helen’s objective is to help each individual understand their strengths and weaknesses, and show how teams can collectively recognise and leverage their differences to achieve their shared goals and perform at the highest level.

4:00pm - 5:00pm
Drinks reception