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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.
EP05: From Brand to Buyer: Agnes Psathas on Navigating Global B2B Marketing Today
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.
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.
• 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
• 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
Host: Richard Cook
letstalk@championcomms.com
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