As part of Propeller Group’s ongoing global expansion plans, Director of Business Development and Partnerships, Ben Titchmarsh and Account Director, Anna Fireman, brought together US-based industry contacts and clients for a freewheeling round table conversation about B2B marcomms in 2021.

With the theme ‘food for thought for marketers’, the latest event under our ‘Escape Zoom’ banner was held at a time when East Coast contacts could be having lunch and West Coast contacts could be having a mid-morning break.

On the ‘menu’? A broad range of topics ranging from whether hybrid real world and virtual events are set to become the norm as the world emerges from lockdown restrictions, to the benefits of working with global teams in different time zones when working to tight deadlines on PR stories that break overnight. 

The discussion also touched on topics such as Special Purpose Acquisition Company (SPAC) raises, how to keep teams engaged and motivated during lockdown and the value of Clubhouse for personal learning and networking.

The group also debated how to ensure marcomms KPIs ladder up to wider business goals with priority messages that truly differentiate companies from competitors and how WFH sales teams have had to lean into a content marketing approach to get cut through, as face-to-face flagship industry events such as Cannes Lions remain on hold.

The need to maintain momentum behind diversity and inclusion in the industry was also a topic everyone felt passionately about. 

Rounding off the session, participants also had a frank and honest discussion about the pitfalls of pitching on Zoom and the dreaded feeling of “speaking into the void”. 

The gathering appreciated how the Escape Zoom provided a ‘safe space’ where people could talk in an unguarded way about the challenges and opportunities they have faced in the last few months. The group fostered new connections and agreed to try to all meet up in real life for further discussions when lockdown travel restrictions are lifted. 

Propeller thanks all the participants for their time and insights: 

• Kelly Harrison, VP Marketing US, R/GA
• Kate Gerwe, Senior Vice President Marketing, AdsWizz 
• David Morrow, VP Global Marketing, Adara,
• Kristelle Soto, Commercial US Marketing Manager, Americas, Financial Times
• Sam Stark, Executive VP PR/Communications, 160Over90
• Lucy Rogers, Associate Director, Business Development, Croud
• Will Hamnett, New Business Director, US Jungle Creations
• Gabrielle Low, Business Development & Marketing Director, Superunion
• Carrie Leonard, Founder and CEO, Consequential