About This Webinar
Richard O’Connor, Chief Executive Officer at Propolis, the global community for B2B marketing leaders as well as events and training organisation B2B Marketing, is challenging us to reclaim our roles as commercial leaders and owners of revenue.

We’ll hear O’Connor assert that B2B marketing has a “once in a decade opportunity” to prove its commercial acumen but that it will require honesty about where we are as a profession; that only by demonstrating our value to our chief financial officers will we earn the resources we need to succeed in a broader business culture of Do More With Less.

To scrutinise and stress-test O’Connor’s argument and agenda, we’ll also feature Michelle McCann, his former colleague at Estates Gazette (O’Connor was Commercial Director at EG while McCann was the publication’s CMO).

An interim CMO and board `er with a resume that includes leadership roles at B2B household names Thomson Reuters, LexisNexis and CACI among others, McCann’s perspective on B2B marketing’s next best move at this critical juncture is as valuable as anybody’s.
Agenda
  • B2B marketing community leader Richard O’Connor will outline his agenda for the emergence of the more Commercial Marketer as a key strategy for avoiding Being Replaced
  • Collingwood adviser and serial CMO Michelle McCann will ask the questions that threaten to poke holes in former colleague O’Connor’s argument
  • Together, our guests will identify the tactics they agree will extend your DMWL shelf-life by getting you closer to the revenue centre in your business
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Mark Choueke
Partner & Chief Creative Officer, OrbitalX
Mark Choueke is a former award-winning journalist and author of the bestselling B2B marketing book Boring2Brave. He has built a strong reputation in global B2B marketing and communications, working across both corporates and startups, and founding a successful tech marketing agency.

Previously editor of Marketing Week and business correspondent for The Sunday Telegraph, Mark later transitioned into marketing, advising and leading senior teams at over 50 B2B technology companies worldwide.

A regular keynote speaker, he has appeared on global stages including Think with Google in London, Viva Technology in Paris, and AdWeek in New York. He is now Chief Storyteller at go-to-market agency OrbitalX.
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Richard O’Connor
Chief Executive Officer at B2B Marketing and Propolis
Richard O’Connor is CEO of B2B Marketing, a globally recognised Community Intelligence business uniting events, specialist awards, marketing services, and the multi-award-winning community Propolis.

He has held senior roles at organisations including The Independent, where he led Creative Solutions; UBM Built Environment, where he built the Client Solutions team; and later UBM and Informa, where he directed global sales and marketing transformation across EMEA, Asia, and the US. Most recently, he led the commercial team for Radius at RELX.
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Michelle McCann, PhD
Adviser, Collingwood
Michelle McCann, PhD, is a marketing leader, adviser, and public speaker with over 20 years’ experience driving marketing, brand, and growth strategies across FinTech, RegTech, and PropTech. She has held senior roles in global corporations and PE-backed scale-ups, including CMO at EG (part of LexisNexis Risk Solutions Group), Global Head of Portfolio Marketing at Accuity, and leadership positions at MSCI, Thomson Reuters, and Serco.

An engaging speaker, Michelle regularly presents on marketing transformation, AI in marketing, leadership, and the evolving role of CMOs in times of disruption.
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