Shifting perceptions of B2B

A people-first approach to global marketing in an increasingly digital world - A free Webinar Express from CIM.

The last year has required almost all businesses to pivot their plans, in turn demanding marketing teams to switch up their strategies, often with an increased focus on people. Relationship marketing is often prioritised in B2B environments with exhibitions, conferences, networking and personal visits forming key activities of business development.

In this session, we’ll explore how defence equipment provider Pearson Engineering, a business with reach across the globe, has re-created a focus on people without being able to localise physically and the lessons they’ll take into an increasingly virtual world.

Speaker:- Nicola Irving, Head of Strategic Marketing & Communications at Pearson Engineering

Nicola Irving is Head of Strategic Marketing and Communications at Pearson Engineering, a Newcastle based company that provides armoured vehicle equipment to Armed Forces around the world. Having studied Spanish and French with German at Newcastle University, Nicola went on to forge a career in marketing aided by her CIM Level 4 and Level 7 qualifications. In her first marketing role, Nicola worked agency-side serving clients such as Nike and The Great Run Company but soon moved in-house and has specialised in B2B marketing with experience in both architecture and product engineering.

Nicola has held various voluntary positions including as the marketing and communications representative of a counter-explosive ordnance special interest group, as an ambassador for CIM’s North East board and as a social media volunteer for Business Beats Cancer Newcastle.

The webinar is kindly hosted by CIM North East and lasts approximately 40-45 minutes inclusive of a Q&A session after the presentation.