Roadworthy B2B · Webinar 4 of 5 · Category · Now on demand
Watch the session on mapping the moments that bring buyers into your category — and deciding which to own.
Your buyers aren’t in the market most of the time — only around 5% are buying right now — and they enter the category at specific moments the right brand is remembered at. In this 30-minute session, Richard Parsons shows how to map those category entry points, the emotions beneath them, and which to own first. Drawn from the evidence base behind True’s IPA Effectiveness Accreditation.
If you’d like us to map and prioritise the moments to own in your category, that’s what the CEP Report 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.
