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Crossing the Pond

Crossing the Pond

Von: Champion Communications
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B2B sales in the UK are worth over £188 billion a year, drawing ambitious companies from around the world - especially North America. But breaking into the UK isn’t simple. Differences in scale, customer behaviour, sales methods, regulation, and media mean success is far from guaranteed, with over 40% of newcomers failing within three years.


Crossing the Pond is the go-to podcast for B2B leaders planning or pursuing UK expansion. Hosted by Richard Cook, each episode features candid conversations with executives who’ve made the leap. They share lessons learned, wins, challenges, and practical insight on using earned media to drive awareness, credibility, and growth.

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  • EP05: From Brand to Buyer: Agnes Psathas on Navigating Global B2B Marketing Today

    EP05: From Brand to Buyer: Agnes Psathas on Navigating Global B2B Marketing Today
    Dec 15 2025

    In this episode, Richard Cook speaks with Agnes Psathas, VP of Global Marketing for Exclusive Networks. Her career spans automotive, cybersecurity and B2B tech sectors.

    Agnes shares her perspective on what it truly means to build a “glocal” brand, one strong enough to operate globally while still empowering teams locally. She covers why brand PR is a long-term investment, how B2B buyer behaviour has fundamentally shifted, and why content now starts the customer relationship long before a sales conversation. From the extraordinary value of earned media to the rising influence of AI, Agnes explains how modern marketing has become more complex and powerful, creating a dynamic where rich customer insights enable deeper personalisation at scale . She discusses crisis management, the importance of cadence and alignment, and clarity of vision in the modern workforce.
    About the Guest:
    Agnes Psathas is a seasoned global marketing executive whose career began at BMW, where she managed international campaigns and exhibitions before transitioning into the IT and B2B technology sectors. As VP of Global Marketing at Exclusive Networks, she leads a “glocal” organisation that balances strong global brand identity with local execution. Agnes specialises in brand strategy, earned media, B2B content, and building high-performing, cross-regional teams.
    Key Lessons & Takeaways: • Brand Is a Long-Term Play . You can’t measure brand strength in quarters; its impact compounds over time and underpins every interaction, global or local.
    • Earned Media Is a Superpower . Credible editorial coverage can outperform paid channels in trust, authority, and visibility.
    • AI Is Reshaping Everything . From content creation to buyer behaviour, AI is now the single biggest force changing how marketing teams operate.
    • B2B Has Become B2C2B . Buyers arrive highly informed, having consumed content long before entering the sales funnel; marketing now starts the relationship.
    • Complexity Is the New Normal . More data, more tech, more channels - but also more opportunity to scale personalisation and relevance.
    • Teamwork Makes the Difference . Strong cadence, aligned vision, and solid ways of working are essential, especially across hybrid teams.
    Resources & Mentions:
    • Measuring earned media via share of voice
    • How global brands maintain consistency while acting locally
    • The impact of AI on B2B content and buyer journeys
    • Crisis management principles for global teams
    Connect with Us
    Host: Richard Cook
    letstalk@championcomms.com

    Connect with Us

    • Host: Richard Cook - Champion Communications
    • E-mail: letstalk@championcomms.com
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    33 Min.
  • EP04: Brand as a Growth Engine: Alan Edwards on B2B Marketing Strategy That Works

    EP04: Brand as a Growth Engine: Alan Edwards on B2B Marketing Strategy That Works
    Nov 16 2025

    In this episode, Richard Cook speaks with Alan Edwards, marketing consultant and director with a career spanning IBM, Sun Microsystems, Peer 1, and multiple scale-ups across the B2B tech sectors.


    Alan shares his expertise on the importance of brand - often dismissed as a “soft” discipline in B2B - is in fact one of the most powerful growth accelerators . Alan shows how clear brand identity cuts through the noise, even in sales-driven cultures, and why third-party endorsement is the ultimate advantage.


    With anecdotes ranging from shutting down a multimillion-dollar PPC spend to proving the power of earned media, Alan makes the case that brand recognition, differentiation, and authority are no longer “nice to haves” - they’re necessities in an overcrowded, AI-shaped market.


    About the Guest:


    Alan Edwards is Senior Director of Marketing for EMEA, APAC at Agilysys and Managing Director of Why Marketing, where he helps growing B2B businesses define their brand, build recognition, and turn marketing strategy into measurable results. With a career spanning IBM, Sun Microsystems, Peer 1, Netstore , Manhattan Associates, GreyOrange , and Aviva, Alan brings a blend of B2B experience and hands-on marketing leadership, helping companies navigate competitive markets, align brand and sales strategy, and drive long-term growth.


    Key Lessons & Takeaways:


    • Brand Is the Differentiator - In overcrowded tech markets, recognition and clarity of purpose are what make prospective clients pick you.
    • Short-Term Thinking Hurts - When you’re nearing the end of the quarter and not quite at target, pressure often undermines long-term brand value; PR and marketing must play the long game.
    • Earned Media is the Secret Weapon - Especially in workplaces that aren’t interested in the brand - editorial is more digestible, increases trust, authority and importantly awareness
    • AI Raises the Stakes - As AI models learn from content, credible brands with authoritative media presence will overpower those churn out “we” content .
    • Events Still Work - If You Know Why You’re There - Clarity of purpose turns events from FOMO-driven costs into meaningful brand touchpoints.

    Resources & Mentions:
    • Example: Reallocating PPC spend to market research and brand study
    • Anecdote: London pub takeover at Infosec - and why it worked better than the event itself


    Connect with Us:

    Host: Richard Cook

    Letstalk@championcomms.com

    Connect with Us

    • Host: Richard Cook - Champion Communications
    • E-mail: letstalk@championcomms.com
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    48 Min.
  • EP03: From Cookies to 20 Million Views: Becca Chambers on Authentic B2B Storytelling

    EP03: From Cookies to 20 Million Views: Becca Chambers on Authentic B2B Storytelling
    Sep 29 2025

    B2B marketers expanding into the UK face not only cultural and media challenges but also the shifting dynamics of global communications. In this episode, Richard Cook speaks with Becca Chambers, award-winning PR and communications strategist, LinkedIn Top 0.1% contributor, and transatlantic comms leader.

    Becca shares her journey from behind-the-scenes corporate communicator to building a personal brand with posts that regularly reach tens of millions of views. She offers candid insights into breaking into the UK market, navigating cynical media environments, and why authenticity matters more than ever in an age of fragmented channels and AI-driven discovery.

    With stories spanning from cookie-based PR stunts to guiding executives across borders, Becca explains what North American B2B leaders must do to resonate with UK audiences and why strong personal brands within a company increasingly shape corporate reputation.


    About The Guest:


    Becca Chambers is a seasoned B2B PR and communications strategist whose career has spanned cybersecurity, corporate communications, and global marketing. She has helped multiple brands expand into the UK, led award-winning campaigns, and is recognized as one of LinkedIn’s top contributors, consistently generating millions of monthly views. Known for her creativity and authenticity, Becca has guided executives, boards, and spokespeople across transatlantic markets, focusing on relevance, localization, and trust.


    Key Lessons & Takeaways


    • Authenticity Scales – Becca built her influence by posting in her own voice; authenticity cuts through noise.
    • Cultural Nuance is Critical – UK media are more cynical and data-driven; American brands must adapt their stories accordingly.
    • Localise, Don’t Globalise – Tailor campaigns to the UK market with local insights, data, and media contacts.
    • People Build Brands – Logos don’t inspire trust; executives and spokespeople with authentic voices drive narratives.
    • AI Raises the Stakes – Large language models pull from earned media; presence in credible outlets is now essential for discoverability.

    Resources & Mentions
    • LinkedIn: https://www.linkedin.com/in/beccapchambers/
    • Campaign example: QR code cookies for journalists
    • Pub recommendation: The Churchill Arms, Kensington (for first-time London business travellers)


    Connect with Us

    • Host: Richard Cook - Champion Communications
    • E-mail: letstalk@championcomms.com
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    26 Min.
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