A celebration of creativity in B2B

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.

Miguel Avalos

Senior Director of Global Customer Marketing at LinkedIn

Miguel leads the customer marketing organisation for LinkedIn Marketing Solutions across North America, EMEA and APAC. His team is behind LinkedIn's presence at industry moments including NewFronts, Cannes Lions, VivaTech and OMR. He talks often about buyability, integration of brand and demand, and the case for B2B being bolder.

He spent nine years at Google, most recently as EMEA Head of Ads Go-to-Market Marketing Programs, and before that led vertical marketing across 18 markets, launching platforms including Accelerate Retail and Grow My Store. Earlier roles include global go-to-market strategy at Samsung in Seoul and six years at Procter & Gamble in Mexico.

Lee Nelson

VP, Global Marketing and Communications

Lee Nelson is VP, Global Marketing and Communications at DHL eCommerce, where she leads B2B demand generation, sales enablement and go-to-market strategy across 28 markets, positioning the division in growth sectors from cross-border e-commerce to data centre logistics. In more than a decade at DHL Group she has built some of the logistics industry's largest lead generation and revenue programmes, led M&A communications and brand integration, and headed internal communications for 100,000 employees. She has also served as CMO of a B2B SaaS scale-up and was Acting Head of Ogilvy PR in Cape Town.

Richard Parsons

Founding Partner & Head of Strategy at True

Richard 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 for both blue-chip and start-up companies.

Cos Mingides

Founding Partner & Head of Effectiveness at True

Cos is Co-Founder & Head of Effectiveness at True, one of the most awarded B2B agencies globally. For over 15 years, he has championed creativity to drive business growth, shaping strategies for leading brands including KPMG, EY, Microsoft and Volvo CE. Author of the first IPA Effectiveness Award-winning paper from a B2B agency, his campaigns have earned 120+ global honours including a WARC Award for Global Effectiveness and multiple Grand Prix.

A regular columnist on B2B effectiveness for The Drum, Cos also judges leading industry awards, including the Effie Awards, The Drum Awards and the ANA B2 Awards.

Luke Thornton

Client Services Director at True

With over a decade of experience in agencies, Luke started his career working at JWT, building relationships with a range of clients across brand, digital and CRM campaigns. He has experience across a number of sectors, including financial services, entertainment, pharmaceutical, retail and FMCG.