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.

Connect with Us

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

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

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.

• 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

Communicating across the Atlantic has never been more complex. In today’s world of fragmented channels, social amplification, and a 24/7 news cycle, controlling your message is nearly impossible.

In this episode, Richard Cook speaks with Kris Newton, a veteran B2B technology and investor communications leader whose career spans over 25 years, including key roles at NetApp. Kris shares candid insights into:

• How B2B communications have evolved from the tightly managed “press release era” to today’s chaotic, multimodal landscape
• Why authenticity and simplicity are more valuable than trying to control every narrative
• How to prepare North American executives for the UK’s tougher, more cynical media environment
• The realities of investor communications, where missteps can have outsized consequences

With practical tips on media training, setting expectations for boards, and working effectively with local agencies, this conversation is a masterclass for anyone responsible for transatlantic B2B marketing and communications.

Kris Newton is a seasoned B2B technology and investor communications expert with over 25 years of experience. He began his career at NetApp, moving from industry analyst relations into corporate communications, PR, and ultimately investor relations. Known for his ability to navigate complex narratives with authenticity, Kris has helped guide executives and boards through high-stakes communications in both North American and UK markets.

1. Control is an illusion - Modern communications are multimodal, decentralized, and messy. Flexibility beats control.
2. Authenticity wins - Executives must speak from a place of belief; audiences detect inauthenticity instantly.
3. Media training must be realistic - Prepare spokespeople for difficult questions, cultural nuances, and UK cynicism.
4. Local agencies matter - Global messages land best with local context and local market understanding.
5. Focus on a clear story - Simplicity and narrative focus cut through the chaos of competing internal and external voices.

• Insight: Avoid over-reliance on quantitative PR metrics; focus on qualitative pull-through and message resonance

Connect with Us

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

B2B sales in the UK are valued at over £188 billion a year-but entering the market isn’t always straightforward. Over 40% of businesses expanding into the UK fail within three years, often because they underestimate the cultural and media nuances of doing business across the Atlantic.

In this episode, Richard Cook speaks with Eric Brown, a seasoned global communications leader who has worked with brands like Microsoft, NetApp, Yahoo, and Skype. Together, they explore three decades of PR evolution - from the early days of print media to the era of AI-powered storytelling - and share practical insights for North American B2B companies planning to “cross the pond.”

Eric shares his proven strategies for building global PR networks, preparing North American leaders for the UK media landscape, and creating localized content that resonates. He also discusses how AI is transforming market research, the importance of storytelling, and why the right partners make all the difference in a high-pressure, highly visible industry.

About the Guest

Eric Brown is the VP of Corporate Marketing at Aviatrix, a cloud networking leader. With 30 years of experience across 30 countries, Eric has led communications and marketing teams at major global brands including Microsoft, NetApp, Yahoo, Skype, and Sun Microsystems (now Oracle). He’s a member of the Forbes Communications Council and is known for his expertise in global PR strategy, narrative-driven storytelling, and navigating complex international markets.

Key Lessons & Takeaways

1. Prepare for the UK’s cynical media culture - North American leaders need to anticipate dry, sarcastic editorial tones and not take them personally.
2. Prioritize localized content - Local case studies, data points, and cultural understanding are essential for credibility.
3. Understand the market first - Listen, research competitors, and study the cultural and news landscape before launching campaigns.
4. Use AI for research and planning - Modern tools can accelerate competitor analysis, media monitoring, and market insights.
5. Find trusted, fun partners - Building a global PR strategy is high-pressure work; relationships with partners who teach and support you are invaluable.

Resources & Mentions

• Book: Crossing the Chasm by Geoffrey Moore
• Company: Aviatrix

Connect with Us

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