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Crossing the Pond
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.
EP02: Taming the UK Media: Lessons in Investor and B2B Communications with Kris Newton
Episode Summary
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.
About the Guest
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.
Key Lessons & Takeaways
- Control is an illusion - Modern communications are multimodal, decentralized, and messy. Flexibility beats control.
- Authenticity wins - Executives must speak from a place of belief; audiences detect inauthenticity instantly.
- Media training must be realistic - Prepare spokespeople for difficult questions, cultural nuances, and UK cynicism.
- Local agencies matter - Global messages land best with local context and local market understanding.
- Focus on a clear story - Simplicity and narrative focus cut through the chaos of competing internal and external voices.
Resources & Mentions
- Insight: Avoid over-reliance on quantitative PR metrics; focus on qualitative pull-through and message resonance
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