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WHY YOU CAN’T MISS THIS
Calling all client-side marketers, join us for a TRUE party to remember at our annual Celebration of Effectiveness in B2B. From breakthrough campaigns to bold strategic thinking, we’ll showcase the past year’s standout moments and hear directly from the brand leaders behind them.
WHAT WE’LL DISCUSS
- Dan Roche (CMO of Workbooks CRM) presenting the story behind their multi-award winning No-Bullsh*t CRM campaign – voted Marketing Week’s campaign of the year and taking home the Grand Prix at the B2B Marketing Awards
- Maria Winn (Former CMO of Mitie) sharing the continuous learning journey behind the hugely successful Decarbonisation Delivered campaign including delivering sales, changing brand perceptions and creating a top 10% podcast
- 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
- Enterprise Value Framework – an exclusive preview of our new B2B Enterprise Value Framework — a model designed to reposition marketing as a driver of company value. The framework links structural marketing decisions — investment discipline, brand strength, demand architecture — to the commercial signals that shape revenue growth, margin expansion, and future cash flow.
Book your seat today and look forward to an evening of celebration with your B2B marketing peers over drinks, canapés, and entertainment at Picturehouse Central.
WHO SHOULD ATTEND
Senior client-side marketers looking for inspiration and challenge. Believers in the power of marketing to drive commercial outcomes not fluffy marketing metrics.
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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.
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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