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WHY YOU CAN’T MISS THIS
Calling all client-side marketers — join us for a True party to remember. This year we're putting effectiveness on trial: real campaigns, real numbers, real arguments about what actually grows a B2B business. Expect strong opinions, a live debate you can join, and a room full of people who'll actually get why you're proud of the work that worked.
WHAT WE’LL DISCUSS
- Dan Roche (CMO of Workbooks CRM) presenting the story behind No-Bullsh*t CRM — Marketing Week's Campaign of the Year and Grand Prix winner at the B2B Marketing Awards
- Live debate: Is Cannes Lions B2B actually any good? We'll judge this year's Cannes B2B work against our Creative Scale, live, in the room — your opinions, your arguments. The point isn't to admire the work. It's to make the next piece better.
- Maria Winn (Former CMO of Mitie) on stealing inspiration from outside your category, getting bold work past your stakeholders, and how tapping into people's nosiness built a top 10% podcast
- Exclusive first look: The Enterprise Value Framework – a new way to show your board that brand and demand aren't in competition, they're the same growth engine
- Panel discussion: Building a culture of effectiveness – featuring Dan Roche, Maria Winn and Kate Mackie (Chief Marketing Strategy & Operations Officer at EY), led by True's Head of Effectiveness and The Drum columnist, Cos Mingides
Book your seat today and look forward to an afternoon of celebration with your B2B marketing peers over drinks, canapés, and entertainment.
WHO SHOULD ATTEND
Senior client-side B2B marketers who want to be challenged, not lectured. Who believe marketing should drive real commercial outcomes — and want the room, and the ammunition, to prove it.
REGISTER HERE
The Speakers
Dan Roche
CMO at Workbooks CRM
Dan is CMO of Workbooks, a CRM vendor focused on supporting ambitious mid-sized businesses in the UK and US. With twenty years of B2B marketing experience, he’s consistently challenged industry norms and led transformational and commercially impactful teams across a variety of sectors and segments, including Scoro, Automation Anywhere and KPMG Small Business Accounting. Most recently, his Workbooks team won the Best Brand Initiative, and the Grand Prix prize at the B2B Marketing Awards 2025, for its compelling and controversial 'No-Bullsh*t CRM' positioning and activation.
Maria Winn
Former CMO at Mitie
Maria started her career as a mechanical engineer, which she'll tell you is better preparation for marketing than it sounds. Systems thinking, working under pressure, making things work when they really shouldn't... it turns out the skill set translates. After beginning her career at Ford Motor Company, she spent over a decade in senior B2B marketing roles at BT and Vodafone before becoming Chief Marketing Officer at Mitie, the FTSE 250 facilities management business with £5Bn turnover. There she transformed marketing into a genuine commercial growth engine: brand overhaul, ABM at scale, new category entries and a thought leadership campaign that made it into The Times and drove significant pipeline. The team won B2B Marketing Team of the Year in 2023. A Fellow of the Chartered Institute of Marketing and a current judge on the Gartner Marketing and Communications Awards panel, Maria has strong views on why B2B marketing still isn't brave enough.
Kate Mackie
Chief Marketing Strategy & Operations Officer at EY
Kate is a Partner (EYGP) and the Global Chief Marketing Strategy & Operations Officer at the global EY organisation. She is a transformational global leader who drives innovative marketing strategies and helps the business embed lasting change. Leading a team of approximately 550 professionals, including 14 Directors as direct reports and supported by offshore and agency ecosystems, Kate oversees integrated campaigns that position EY as the solution of choice in the marketplace. By leveraging the power of AI and leading-edge technologies, she influences a global network of over 1,600 BMC professionals to elevate performance throughout the firm. Known for her future-focused approach, Kate is passionate about disrupting traditional marketing functions and positioning her teams at the forefront of the digital transformation. Whether driving internal and external communications, refining customer engagement, or optimising integrated marketing strategies, Kate is committed to leveraging technology and innovation to maximise outcomes for the global brands she works with. Her passion lies in transforming the narrative around B2B marketing and driving a humanised approach to growth. She is the author of B2B Marketing Fundamentals: Drive Impact Across Brand, Reputation, Relationships, and Revenue.
Cos Mingides
Founding Partner & Head of Effectiveness at True
Cos started his career in business development before moving into creative production and client services. He has supported the growth of several pioneering digital and mobile agencies, winning and leading production for some of the UK’s leading advertising agencies, including AMV BBDO and BBH.
Richard Parsons
Founding Partner & Head of Strategy at True
Richard once turned down a copywriting job from CPB’s Chuck Porter to pursue a career in strategy. He started his career at Anderson & Lembke, the world’s largest B2B agency at the time and went on to become one of the early pioneers of digital marketing. He has spent over 30 years devising strategies across numerous business sectors.
WE BUILD B2B BRANDS
True was founded in 2012 to be a different type of B2B agency. To break free from the world of short-term performance marketing that swamps the B2B marketing industry, with little impact. We are in the business of making a difference. And we do that by building brands – creating powerful brand associations that deliver tangible business value and generate fame for our clients.
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