Name: The Studio London
Start: 2024-12-04
End: 2024-12-04
Location: BAFTA

Studio 1

12:30 → 13:30

Registration, lunch & networking

Welcome

Studio 1

Registration and a networking lunch before we dive into an inspiring day

13:30 → 13:45

Welcome to The Studio

Welcome

Studio 1

Philip Randerson

Founder & CEO HotTopics

Abigail Labaton

HotTopics

Doug Drinkwater

HotTopics

Peter Stojanovic

HotTopics

13:45 → 14:00

Leading the way to a cure

Welcome

Studio 1

Hilary has been at Alzheimer’s Research UK since 2014, and over the last decade has led its growth into one of the larger charities and the UK’s leading dementia research charity. In this welcome talk, Hilary will share more about the charity’s growth, and how it's positioning as a challenger brand has helped underpin that in the current landscape of dementia research. Hilary will also cover how Alzheimer's Research UK is challenging the way dementia is talked about and its positioning as the charity that will lead the way to a cure for the condition.

Hilary Evans-Newton

Chief Executive - Alzheimer's Research UK

14:00 → 14:30

How to (re)brand right

Keynote

Studio 1

Releasing their new book, Rebrand Right, in April, dynamic duo Rachel and Sarah will present a keynote speech on cutting through the noise on what it takes to actually diagnose, define and deliver a rebrand, myth-busting the jargon and answering questions from the audience

Rachel Fairley

Co-founder & Co-author

Sarah Robb

Co-founder & Co-author

14:30 → 15:00

Why trust is now the most critical commodity in B2B marketing – and how to earn it

Panel

Studio 1

Today’s self-directed B2B buyers are overwhelmed by increasing cynicism about the mountain of content and sources available to them to ‘aid’ their decision making. AI is making a bad problem worse, reducing the cost of content output, often at the expense of quality or objectivity, flooding already saturated markets. Simply put, B2B marketing has a problem with trust. So what can we do about it?

In this session, leveraging insights gleaned from the B2B Marketing Awards, and his forthcoming book, Joel Harrison will explore this growing trust gap in more detail, examining the causes and implications, and going on to discuss practical solutions based on real world examples. Joel will focus on the following in particular:

How thought leadership is being reinvented in a trust-impaired world
How to optimise the impact of influencers and intermediaries
Cultivating advocates and advocacy
Building trust in the sales conversation

Joel Harrison

Found, Editor-at-large and Influencer

Doug Drinkwater

HotTopics

15:00 → 15:05

Coffee break

Networking

Studio 1

15:05 → 15:20

The trust revolution: Why your best salespeople aren’t on your payroll

Panel

Studio 1

In a world where trust is at an all-time low and buyer behaviour is shifting rapidly, companies can no longer rely solely on traditional sales tactics. With 80% of B2B sales interactions happening digitally and an increasing preference for seller-free buying experiences, the most influential voices in the sales process are no longer your sales team—they’re your happy customers.

This session explores the power of positivity in advocacy, the psychological drivers behind why people champion brands, and how organizations can operationalize customer advocacy to drive faster deal cycles, larger deals, and higher retention rates. We’ll uncover why most businesses focus too much on detractors and overlook their promoters, leaving a goldmine of advocacy untapped.

Emma Roffey

CEO - Trusted

15:20 → 16:15

From trials to triumph: Is AI really giving you a competitive advantage?

Roundtable discussions

Studio 1

AI is revolutionising how businesses understand buyer behavior, opening new paths for growth. As the push to master persona targeting—especially at the C-suite level—intensifies, a data-driven approach is crucial. How will marketing leaders keep up with today’s buyers while aligning strategies with fast-evolving expectations?

Antonia Maneta

CMO - Synechron

Callum Jones

Head of Field Marketing, UK&I - Freshworks

David Keene

CMO, Europe - Wipro

Fiona Giles

VP Global Field Marketing - Boomi

Graham Wylie

CMO - Activ Payroll

Hugo Drayton

Chair - Unbound

Kimberly Moss

CMO - Natilik

Laura Matthews

Global ABM Director - UiPath

Peter Stojanovic

HotTopics

16:15 → 16:30

Networking

Studio 1

16:30 → 17:00

CIO vs CMO: The buyers and sellers divide

Panel

Studio 1

B2B tech marketing departments meticulously craft strategies to capture the attention of CIOs — but how do these tech leaders really feel about the endless marketing and sales campaigns vying for their time?

In this Studio session at Abbey Road, CMOs and CIOs come together to break down what makes tech marketing succeed or fall flat. From content and messaging to ABM-driven buyer journeys and customer advocacy, we’ll explore how marketers can better align with evolving IT priorities — and how CIOs can shape more productive vendor relationships.

Erik Vaveris

Global Marketing - Shure Incorporated

Julie Woods-Moss

CMO - Thoughtworks

Karl Hoods

CDIO - Dept for Energy Security & Net Zero and Dept for Science Innovation & Technology

Robert Sheesley

CIO - Bump Social

Doug Drinkwater

HotTopics

17:00 → 17:30

Global B2B CMO 100 & Future B2B CMO 100 awards ceremony

Awards

Studio 1

Celebrating excellence in B2B marketing leadership. Join us to honour the top 100 CMOs and Future CMOs who are shaping the future and inspiring the next generation.

Alexis Oger

VP Marketing EMEA - Dell Technologies

Rachel Fairley

Author of Rebrand Right

Sarah Roberts

Global CMO - Boldyn Networks

Abigail Labaton

HotTopics

17:30 → 20:00

Networking drinks and the ultimate Oasis tribute performance

Experience

Studio 2

Enjoy drinks and networking, followed by a live performance from the world’s longest-established Oasis tribute band, bringing electrifying energy and timeless classics to this iconic venue.