Roadworthy B2B · Webinar 3 of 5 · Content · Now on demand
Watch the session on making your content work for the machine that finds you and the human who chooses you.
B2B buying has quietly changed: an AI layer now reads, researches and shortlists before a human is even involved, and most content was written before that shift. In this 30-minute session, Richard Parsons shows what content needs to do for both the machine that finds you and the human who chooses you — and how to find the gaps keeping you off the shortlist. Drawn from the evidence base behind True’s IPA Effectiveness Accreditation.
If you’d like us to run this on your own content, that’s what the AI Content Audit Sprint does. Book a 20-minute call to explore it.
Founding Partner & Managing Director at True
Richard is a highly experienced UK marketing planner with over 30 years of expertise in cross-sector B2B strategy. Currently heading strategy at True, he is a digital marketing pioneer who began his career at Anderson & Lembke — then the world’s largest B2B agency. He now shares his industry knowledge as a guest lecturer in B2B Marketing at UAL London College of Communication.
Five webinars. One question: is your marketing roadworthy?
True was founded in 2012 to be a different type of B2B agency — to break free from the short-term performance marketing that swamps the industry, with little impact. We’re in the business of making a difference, and we do it by building brands: creating powerful brand associations that deliver tangible business value and generate fame for our clients. True is the only B2B agency with IPA Effectiveness Accreditation, the UK partner of BBN — the world’s largest B2B agency network — and recognised by the ANA as Global B2B Creative Agency of the Year.
