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The new rules of B2B marketing effectiveness

An IPA Effectiveness Conference satellite event

Join True co-founders Richard Parsons and Cos Mingides as they reveal how to master the strategic partnership between humans and AI. Discover why 90% of B2B sales go to front-of-mind brands, the creative strategies behind 11x ROI campaigns, and how to set budgets that unlock growth.

While everyone's obsessing over algorithms, the best B2B marketers focus on what really drives growth - fame, creativity and consistent brand investment.

As part of the IPA Effectiveness Conference 2025, True are hosting a satellite event - an exclusive webinar on building brands in the AI era. Because while everyone’s talking about AI, no one’s talking about the strategic partnership between humans and AI to drive real business growth.

AI brings speed and efficiency, as well as new challenges and considerations that impact effectiveness, but it doesn’t replace the fundamentals. Fame, creativity, and consistent brand investment remain the proven drivers of long-term growth. The challenge now is learning how to weave AI into the right places without losing sight of what actually builds brands.

This webinar is led by True’s co-founders, Richard Parsons and Cos Mingides, leaders of the only B2B agency with IPA Effectiveness Accreditation. That means this isn’t theory or guesswork. It’s a masterclass in driving real business value from marketing.

Register now to hear them discuss:

  • Fame beats awareness: Why being front-of-mind wins 90% of B2B sales, and how AI is affecting brands’ ability to stand out
  • Creativity that sticks: The campaigns that deliver 11x ROI and the emotional strategies that build memory
  • The Dual-Brain Funnel: A modern model for mapping content across the buyer journey, where humans and AI each play to their strengths
  • Consistency & investment: How consistent brands drive 28% more impact and how to set budgets that unlock growth
  • Real-world case studies: See how standout creative drove search uplift, brand fame, and commercial results

This webinar is aimed at:

  • Senior B2B marketers who want a strategic framework for implementing AI.
  • CMOs and Heads of Marketing looking to prove the value of creativity.
  • Strategy, brand, and media leaders who want to align human insight with AI efficiency.
  • Anyone who’s ever struggled to get buy-in for bold ideas and bigger budgets.
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Last updated 02 October 2025