This event is open to all client-side Forum members (FCA or PRA regulated).
We will be accepting arrivals from 08:30am, and the discussion will begin at 09:00am.
In 2026, the battle for attention and trust is being won not by big budgets, but by authentic influence. Join us to learn the critical strategies for harnessing the influence ecosystem to ensure brand discoverability and drive revenue in B2B.
Financial services marketers are facing a profound challenge: with 97% of digital content ignored and "AI slop" dominating search, brand discoverability is harder than ever. To reach the 95% of buyers who are simply horizon scanning, brands must shift focus. Success now lies in leveraging the trusted voices, the "human firewall"—that your audience genuinely listens to.
In this session we’ll address we’ll explore how to create a viable influence strategy covering:
- Mapping your critical voices: Identifying the SMEs, analysts, professional advocates, and journalists that matter to your audience.
- Beating "AI Slop": Placing the audience at the center of your strategy to create meaningful, differentiated content.
- Turbo-charging discoverability: Building consistency across touchpoints to ensure you are found first.
- Measuring what matters: Linking influence directly to lead quality, pipeline acceleration, and brand reputation scores.
Don’t let your brand get lost in the noise. Secure your place to make influence a strategic edge for the year ahead.
Chaired by:
Fiona Couper, Chief Marketing Officer, VCCP Roar
Panellists:
- Mark South, former Global CMO, Reward Gateway
- Jennifer Shaw-Sweet, Global Practice Lead - The B2B Institute, LinkedIn
- Lucy Cafferkey, Head of Media Relations, Starling
- Louise Doherty, Head of Channel and Product Marketing, Standard Life UK
In Partnership with:
