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.

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.

Richard Bush Dip DM, Managing Director, 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.

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.

Zina Manda, Director, Mardev
Zina Manda is Head of Mardev, the Database Marketing Division of Reed Business Information Ltd. Mardev specialises in providing high-quality, targeted mailing lists in B2B, academic and scientific markets. Mardev have recently developed a focus on services that optimise results from using data, particularly in the digital environment. Zina has worked for Mardev for 13 years and serves on the Boards of FEDMA and the Telephone Preference Service. Prior to Mardev Zina ran her own design and marketing business for five years and spent a further five years in TV, Poster and Magazine sales.

Deane McIntryre Deane McIntyre M IDM, Head of Devices, Online and Campaigns, Vodafone Global Enterprise
Deane has key responsibilities of delivering Business to Enterprise (B2E) international marketing and sales campaigns and building an online channel to serve the worlds leading multi-national corporates. A 15 year "veteran" of the web, he has a mixture of entrepreneurial start up and large corporate experience. He views the future is both digital and mobile and works closely with a number of world's most respected and creative business leaders thinking about and applying digital technologies to empower positive business change. Deane holds an Msc in Internet Technology from the University of Greenwich, a BCom in Marketing and Accounting from Auckland University and is a qualified accountant.

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.

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 and Sales Director, Easynet Connect & UK Online As Marketing and Sales Director for Easynet Connect, Deborah Robertson is 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 joining 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, Industry Head, 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.

Ed Weatherall M IDM, Managing Director, Concep London
Ed Weatherall is one of the founders of Concep and is the Managing Director of the London office. Over the last six years Ed has consulted with global organisations on the successful implementation of effective email marketing strategies, working with the likes of Capgemini, BearingPoint, The Institution of Civil Engineers, PKF and Cushman & Wakefield. Ed has built Concep to over 40 employees who currently work with more than 120 clients on their email marketing strategy through offices in London, New York and Sydney. Ed is also a founding member of the IAB Email Marketing Council. He has had articles published in the B2B press and is an active speaker for the IDM and PSMG.

Carol Wright M 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.

Simeon Lando M IDM, Marketing Director, EMEA, Stylesight
Simeon is Head of B2B Marketing at PayPal UK, part of eBay inc. Prior to PayPal, Simeon managed Sales & Marketing Solutions Marketing at Dun & Bradstreet. He holds a Masters in Marketing from Kingston University Business School, sits on the Examinations Board of the IDM’s Post Graduate Diploma in B2B Marketing and is on the advisory board of Southampton University Business School.

Not pictured:

Simon Knight, Sales & Marketing Channel Marketer, Dun and Bradstreet

David Chalmers, Head of Digital Marketing, Cisco Europe

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