20 September 2017 by Oliver Millard

The Secret Beta Society

Thursday 14th September marked the second coming of True’s B2B networking event, 'The Secret Beta Society'.

The event was created to provide the opportunity for all elite marketers within B2B marketing to come together, network, listen to key speakers and offload the latest trends. 

Brandon Keenen, Senior Digital Commercial Director at CNN, was first of three speakers. Through the evolution of the digital age, Brandon shed light on the changes CNN has made as a global media organisation, explaining their global perspective on B2B audiences and how to capitalise on reaching them through their multi-channels.

True’s Creative Director, LJ Spencer, spoke about the collective value of micro-moments and how they can impact a B2B decision maker of today. It was explained how a single moment can quickly add to an accumulation of many, resulting in a bread-crumb trail of instances that get channelled into memory and ultimately, action.

Mark Clisby, Product and Marketing Director at Yell, was the final secret speaker of the evening. Seeing the dramatic transformation of Yell first hand, Mark gave such a personal insight, bringing the entire room into his journey and how Yell was transformed from the business directory to the UK’s leading digital marketing services brand for local businesses. Together, both Mark and True’s Client Services Director, Cos Mingides, led on to breakdown the meaning behind the creation of Hartley (A character based on Yell’s fingers logo) and how an established emotional attachment can play a pivotal role, especially when a brand’s gone through such a revolutionary change.

True’s Managing Director, Richard Parsons added, “We’re delighted to bring back our exclusive, illuminati-themed event once more. What a fantastic evening it was, seeing both familiar and new faces is always a pleasure. We’re grateful for such excellent speakers giving their invaluable knowledge and experience to the room and felt that the atmosphere was brimming with fun, laughter and of course… networking”.