The B2B Credibility Paradox

Name: The B2B Credibility Paradox
Start: 2026-10-01T08:30:00+01:00
End: 2026-10-01T11:30:00+01:00

How to Earn Trust And Win Business
When Being “Best In Class” Isn’t Enough
With Rebecca Gillingham
And Brian Macreadie

October 1 @ 8:30 am - 11:30 am

To be confirmed

B2B buyers demand proof of expertise and track record, yet the most obvious ways to demonstrate it (case studies, whitepapers, thought leadership) are ten-a-penny, feel dated and are underwhelming.

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In this dynamic B2B marketing special, we'll draw on the wisdom of industry experts to solve your marketing challenges.

The B2B Credibility Paradox

How to Earn Trust And Win Business
When Being “Best In Class” Isn’t Enough
With Rebecca Gillingham
And Brian Macreadie

Calling B2B senior-level brand-side marketers – join us for our inaugural B2B breakfast briefing:

Every B2B Marketing Director faces the challenge:”How do we stand out as credible?” but from their own industry perspective (enterprise SaaS, industrial manufacturing, professional services, fintech).

B2B buyers demand proof of expertise and track record, yet the most obvious ways to demonstrate it (case studies, white papers, thought leadership) are ten-a-penny, feel dated and are underwhelming. Together we’ll explore how B2B leaders build genuine trust in an era when everyone claims to be “industry-leading” and “innovative.” In this session, we’ll dig into everything from founder visibility to customer advocacy to editorial strategy and we’ll hear honest peer accounts of what actually moves the dial.

To anchor the session we present two ‘B2B marketing senseis’ in a fireside chat with founder Tim Healey:

Rebecca Gillingham has spent two decades turning marketing into a commercial force, from events and field marketing to senior leadership at LexisNexis and Dun & Bradstreet, where she now heads up marketing for the firm’s global Finance business.

Multi-award-winning Brian Macreadie has spent three decades turning B2B marketing into a creative force, from career beginnings in astrophysics and defence software he soon pivoted to senior roles at Getty Images and FLAG Telecom, and now leads marketing at international law firm Addleshaw Goddard.

Next we’ll run 2 roundtable discussions: Roundtable session #1 will tackle: Distinctive B2B Marketing Solutions – how ‘ok’ just won’t do in a sea of sameness. Roundtable session #2 will explore how to Get Buy In From The Board. Our B2B marketing leader delegates will share what’s actually working in their sector. You’ll leave with specific, proven ideas ready for testing in your business from strategy to execution, positioning to tactical choices.

At this B2B session, we invite community members to bring their foremost B2B marketing challenge to this breakfast. Together we’ll trouble-shoot using the wisdom of industry leaders’ lived senior-level business experience in our sales-free environment.

8:30 am

Guest arrival

HH:MM am/pm

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9:00 am

Welcome: LGCC Founder Tim Healey

9:15 am

Fireside chat with Rebecca Gillingham (Global Senior Director Marketing - Finance, Dun & Bradstreet) and Brian Macreadie (Head of Marketing, Addleshaw Goddard)

10:00 am

Roundtable Discussion #1
Topic: Distinctive B2B Marketing Solutions

10:25 am

Report Back From The Tables

10:35 am

Roundtable Discussion #2
Topic: Getting Buy In From The Board

11:00 am

Report Back From The Tables

11:10 am

Time For Networking

11:30 am

Event concludes

Guest Speakers

Rebecca Gillingham

Global Senior Director Marketing - Finance

Dun & Bradstreet

Rebecca Gillingham is local Senior Director Marketing for the global Finance operating unit at Dun & Bradstreet, where she defines multi-channel strategy and leads a worldwide team across brand, demand and customer retention. She joined the business in 2021, headhunted to build the UK marketing function from the ground up, and went on to lead pan-European campaigns and global initiatives, among them the creation of vertical centres of excellence and the activation of new technology partnerships. Her promotion to the global Finance brief in 2026 marked the natural extension of that work.

Her route into senior marketing leadership is unusually broad. Before Dun & Bradstreet she spent five years as UK Marketing Director at LexisNexis, sharpening the messaging around its data propositions and sitting on the UK leadership team. Earlier roles at Opower, the Carbon Trust and Merrill Lynch took her from large-scale event delivery for investment bankers to regional strategy across EMEA, and gave her a feel for the commercial mechanics that sit behind good marketing.

A long-time supporter of Little Grey Cells Club, Rebecca’s career has been built on turning B2B marketing into a genuine business partner rather than a service desk, which is exactly the territory we want to explore in conversation with her.

Brian Macreadie is Head of Marketing at Addleshaw Goddard, the international business law firm, where he has led brand, demand generation, content, events and marketing technology since 2019. His team and its work have earned more than 25 industry awards, including Outstanding Marketing Team of the Year, and his recent “Flourish in the City” campaign turned the firm’s sponsorship of the RHS Chelsea Flower Show into high-impact advertising across the Square Mile. He is a vocal champion of distinctive, emotionally resonant marketing, having once seen content reads rise by 6,500% after inviting poets to write about legal topics.

His path to law firm marketing was anything but conventional. He studied astrophysics, planned a career at Nasa, and spent his early years writing top-secret software for the defence and aerospace sector before a light bulb moment moved him into marketing at AT&T. Senior roles followed at FLAG Telecom and at Getty Images, where as Marketing Director for sport and media he grew his product lines from roughly $146m to over $210m, working on campaigns tied to the Beijing Olympics and the NFL.

Having spoken at our 2026 1 day summit, three decades on, Brian remains evangelical about his craft, and about B2B in particular, which he regards as far more interesting than its reputation suggests. As he said In his recent interview with LGCC founder Tim Healey for The Drum: ‘Anyone who says B2B is boring can kiss my ass’.

Brian Macreadie

Head of Marketing

Addleshaw Goddard

"Refreshing, thought-provoking and inspiring"

"Great to meet so many impressive marketers from such a range of companies and have such stimulating conversations - there's nothing else like it"

"Fantastic event, great networking, the panel discussion and the table topics were spot on"

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The B2B Credibility Paradox

B2B buyers demand proof of expertise and track record, yet the most obvious ways to demonstrate it (case studies, whitepapers, thought leadership) are ten-a-penny, feel dated and are underwhelming.

Happening In

The B2B Credibility Paradox

How to Earn Trust And Win Business
When Being “Best In Class” Isn’t Enough
With Rebecca Gillingham
And Brian Macreadie