The IDM Business-to-Business Marketing Council
Business-to-business marketing is a distinct, cross-marketing discipline. While it shares common ground with B2C marketing, there are substantial differences in the challenges that B2B marketing presents and the strategies, tactics and techniques that B2B marketers must apply to meet them.
The IDM B2B Council aims to push back frontiers of knowledge within B2B, give it an infrastructure of learning, and opportunities to share best practices. It aims to raise the profile of B2B marketing, give the discipline the recognition it deserves - and B2B marketers a specialism to be proud of.
If you would like to put yourself or a colleague forward to join the council, please email karensmith@theidm.com.
Members of the IDM Business-to-Business Marketing Council
Debbie Williams F IDM, Consultant
With over 10 years of international experience in all aspects of B2B Marketing, including strategy, data driven multi-channel campaigns, lead management, nurture & conversion, plus ROI measurement, Debbie certainly has a wealth of expertise to share. Her Clients include the IDM, Mardev-DM2 (part of Reed Business Information), Aprimo, ITV, Tidalwave, and Vodafone Global Enterprise amongst others. She is passionate about challenging the norm to effect positive change. Her Client side experience is mainly in the ICT sector in both Internet start-up and global corporations. As Chair of the IDM B2B Council, she advises on industry best practices in B2B marketing. Debbie is a seasoned conference speaker, tutor & trainer, specifically in ‘Sales & Marketing Alignment’, as well as ‘Measuring Marketing Effectiveness & ROI’.
Debbie is not only passionate about B2B and driving positive change, but has spent time overseas in charity projects in Kenya, Tanzania, Cambodia & Vietnam, building a school & setting up a computer training school for orphans.
Andrew Buckley, Vice-President for Product Management, American Express
Andrew leads a global team across 14 countries, responsible for the AmEx Corporate Card. Previously at American Express, he held senior marketing, sales, relationship management and ebusiness technology roles in both the UK and in New York - experience which included the globalisation and shift to digital marketing of corporate acquisition marketing. Prior to American Express, he was a consultant with PricewaterhouseCoopers, and held sales and marketing roles with major Telecoms and IT companies.
Richard Bush Dip DM, CEO, Base One (B2B Marketing Agency of the Year 2007)
Richard Bush has been Managing Director of Base One, a specialist B2B brand and communications agency, since 2000. Previously, Richard held a number of senior client-side marketing positions. A passionate B2B marketer, Richard is an active contributor to a number of industry bodies including the IDM, the IAB and the B2B Hub.
David Chalmers, Market Manager, Architectures UK&I, Cisco Europe
With 11 years at Cisco in a variety of B2B Marketing roles, David now manages Digital Marketing for Europe, responsible for evolving the content and capabilities of 20 country sites and developing digital marketing campaigns to drive brand awareness. Current focus is social media, online demand generation and virtual events.
Joe Edwards, Social Planner, Hurricane Marketing Limited
In 2001, Joe set up his own Digital and Print Design Agency, after which he went in-house client side, changing his focus to digital B2B marketing and delivering strategic marketing solutions.
In 2009 Joe moved to Hurricane, which has recently been acquired by the Target Media Communications Group (the UK’s fastest growing independent media and communications agency). Joe now works across the group as a digital and social planner delivering digital and social strategy and workshops across a number of different industries, including entertainment, technology and finance. Clients include Adobe, Citi Bank, IBM, RBS, HP, Samsung, Medion, Colt, British Transport Police and Universal.
Joe is a practitioner of cutting-edge web, mobile and social technologies. He is a big fan of his RSS reader and strawberryj.am, which keep him up to speed in this fast paced Crazy Age we all live in. You can also find his semi-literate ramblings (his own words) on social in B2B Marketing Magazine.
Joe also delivers a module of The IDM’s ‘Diploma in Digital Marketing’ and is the lead tutor for the one day workshop ‘Content Marketing’.
Prof. Bryan Foss MBA, F IDM, FIOD, FCIM, C Eng, Non-Executive Director, Government Office for the South East (GOSE)
Bryan is the Visiting Professor of B2B marketing with Bristol Business School, also an independent non-executive director (NED) and board level adviser. He is currently a non-executive director and Chair of Audit & Risk with the Government Office for the South East. In addition Bryan provides independent board level advice to numerous commercial business development enterprises and also assists a small number of leading customer management related companies. Bryan is recognised globally for his work on Board Effectiveness, KAM, CRM, Customer Experience Management, Customer Retention and Development. As a business author he continues to write regularly for a number of marketing and board governance related websites. Bryan can be contacted at bryanfoss@gmail.com and his website is www.fossinitiatives.com.
Andy Grant, Independent Marketing Consultant
Andy Grant is a B2B Marketing professional with significant experience in both national and international environments with particular focus in Channel Marketing and utilising Partner sponsorships via FIFA World Cup™ 2002-2008. Andy is a creative and effective thinker with proven commercial, management and communication skills which has resulted in consistent achievement against aggressive business targets.
Most recently Andy worked for Nortel where he joined from Avaya in May 2007 as the Regional Marketing Leader, UK & Ireland and then increased his responsibility in January 2009 to manage Northern Europe (UKI, Benelux & Nordics). Nortel has recently been purchased by Avaya so in 2010 Andy created Bowan Arrow Ltd – On Target Marketing an independent marketing consultancy that focuses upon the delivery of channel marketing strategies and projects for vendors and partners.
Lisa Hutt, Senior Marketing Director, EMEA Programs, Salesforce
Lisa manages demand generation programs for Salesforce.com across Europe, Middle East and Africa, direct and via partners. High return on marketing investment and incremental business growth in cloud computing solutions are achieved through tactical and strategic campaigns including awareness, lead generation, pipeline maturation and customer success. Lisa is an advocate of global marketing, sales alignment, closed-loop lead management and influencer marketing. Lisa’s background in marketing was developed with IT and online organisations such as Dell, Intel, Epson, Sybase and Monster.
Pete Jakob, Brand Manager, IBM UK and Ireland
Pete has been with IBM for over 25 years, in both sales as well as marketing roles at a UK, European and Global level. His experiences have included product marketing, channel marketing and new market development. He thrives in areas of change and uncertainty and recently has been leading critical transformaton projects around the areas of marketing automation, lead nurturing and marketing database. Currently he is responsible for all of IBM's advertising in the UK and Ireland along with the company's digital strategy and its three high profile customer centres. Pete is driven by a passion for the B2B marketing profession along with a relentless curiosity to explore new ideas and approaches. 
Simon Knight, Sales & Marketing Channel Marketer, Dun and Bradstreet
Simon has spent over 13 years in a variety of B2B marketing roles with C&W, Orange and O2 Airwave, focus on new product development and product marketing. Simon is now the Channel Marketing Manager for Dun & Bradstreet and is responsible for marketing their B2B Sales & Marketing solutions, with a particular focus around online demand generation strategies for their marketing automation and CRM integration solutions.
Lawrence Mitchell, Marketing Director, RBI
Lawrence Mitchell's career spans over 15 years and includes both B2B and B2C experience, with an emphasis on using online channels to market. Lawrence has held leading roles for a both start-up and blue chip organisations including the Financial Times Group and Reed Business Information where he is currently Marketing Director.
Richard Perry, Chief Operating Officer, GyroHSR
Richard works across all of GyroHSR’s operations in order to ensure that the agency has both the right talent expertise and knowledge pool to deliver on GyroHSR’s brand promise - heightened customer engagement through deep and provocative marketing.
Richard joined Gyro in 1995, having previously worked in advertising at Haymarket Publishing. After running a variety of Gyro’s international businesses over the past eight years, Richard understands how to maximise client delivery through the right shape of agency model. His passion is working closely with Gyro’s clients and helping them to deliver great strategic and creative work that drives and delivers genuine returns. Richard’s client expertise spans Europe, the Middle East, North America and Asia Pacific, and he has worked with businesses across the B2B and B2C marketplaces including T-Mobile, Orange, Virgin Atlantic, Oracle, Sun, HP, Cap Gemini, Nokia, Avaya, NXP, AMEX and Hugo Boss. His second book, ’Viral Marketing in a Week’, was published in 2001. He also acts as a marketing industry adviser through his position as a Director at the Marketing Communication Consultants Association (MCCA).
Mark Power Dip IDM, M IDM, CEO, Concep Global
Mark Power is the founder and CEO of Concep Group, the digital agency for professional services. With offices in London, Sydney and New York, Concep delivers digital marketing solutions to the professional and financial services sectors across. Over 8 years Mark and the Concep team have built a very reputable blue-chip client base of 250+ firms who are among the leaders in financial, legal, accounting, consulting and property services including Clifford Chance, Ernst & Young, KPMG, Rothschild, Aviva, Scottish Life, Standard Chartered and other global organisations who rely on Concep to develop and nurture high value relationships. Mark believes that the marketing for the professional services sector is actually a microcosm of B2B marketing, due to the nature of high value relationships and the difference between selling tangible products or solutions versus experience, knowledge and reputation. Mark and Concep have been heavily involved in the development of the B2B marketing sector in the UK, actively partnering with key industry organisations to further the development of B2B marketing.
Shane Redding Hon F IDM, Think Direct
Shane is an independent consultant with over 20 years' international business to business and consumer direct marketing experience. Shane provides strategic direct marketing advice and practical training to both end users and DM suppliers; clients include Sage plc, the Institute of Directors, Dennis Publishing and Royal Mail. Specialising in data, databases and analysis, Shane enjoys helping large and small businesses use direct marketing to significantly improve the bottom line.
In addition to her consultancy business, Shane also holds a number of non-executive directorships and board advisory roles including Livingstone Partners, Infoline Conferences and Total Hotspots.
Shane was the B2B Council's last Chair and recently awarded an IDM honorary fellowship. Shane is senior tutor on the IDM Certificate in Business-to-Business Marketing and lectures on topics including CRM, lead generation, data and digital analysis. Other past industry roles have included vice chair of FEDMA, UK DMA board director, sales and marketing director of Mardev (a Reed Elsevier company).
Deborah Robertson F IDM, Marketing Consultant, Faze2 Consultants Limited
Deborah's company, Faze2 Limited, provides B2B Marketing Consultancy to companies with a specialism in the telecoms and IT industry. In particular the generation of demand, the understanding and improvement of the marketing relationship with sales, marketing’s representation on the Board and the meaningful measurement of marketing activity and investment.
Before this, Deborah was the Marketing and Sales Director for Easynet Connect, and was responsible for delivering an integrated marketing and sales campaign to the thriving small to medium size business market. Embracing a multi-discipline and a multi-channel communications approach, the marketing and sales programme underpins the company’s unparalleled focus on excellent customer service, reliability and innovation. Prior to Easynet Connect, Deborah held a number of senior roles in the telecommunications and network infrastructure industry and in 2006 was included as one of B2B Marketing magazine’s top 20 UK Marketers.
Richard Robinson, Head Retail and B2B Markets, Google
Richard has spent almost 15 years assisting companies in the development and implementation of effective go-to-market strategies. In addition to leading many strategic marketing initiatives across various business and technology areas, he is a seasoned presenter at industry events. Prior to Google, Richard was VP at IDC, where he led its consulting and marketing services business in Europe. Richard also led the client services division of IDG's International team based in EMEA.
Chris Wilson, Managing Director, Earnest
Chris has spent over 15 years in B2B marketing, working with organisations such as Vodafone, BT, Fujitsu, Cisco, Capgemini, HP, Cognizant, SAP and Allianz. Chris founded full service agency Earnest in 2009 to help B2B marketing step out of the shade and stop being labelled a poor cousin to FMCG. It’s an ongoing mission... In his spare time, Chris chairs the Association of Business to Business Agencies and is a member of the Business Superbrands Council.
Carol Wright F IDM, Marketing Services Manager, Pitney Bowes Ltd
Carol joined Pitney Bowes in 1987 as a consultant to look at implementing a fully relational direct marketing database, one of the first to be implemented in the UK. She decided to stay on at the end of her contract to look after direct marketing delivery and manage the sales enquiry section and has been with the company ever since. During that time Carol has been responsible for business analytics, market segmentation and profiling, direct marketing, list broking, advertising and exhibitions and has been involved in a number of major projects including the formation of a telesales unit. She is also the DMA Compliance Officer for Pitney Bowes and now concentrates on business analysis and direct marketing.
