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III case conference "PR in B2B” gathered together experts in B2B PR and marketing

December 12, 2018

7 December Moscow hosted for the third time annual conference “PR in B2B” organized by Fresh Russian Communications agency and B2B Journal. Around 100 experts in B2B PR and marketing visited this business event. During the conference the speakers presented their B2B market-oriented cases and discussed the most relevant questions of this area.  

Ksenia Alekseeva, managing partner of Fresh Russian Communications agency, opened the conference with the report on the B2B brand ambassadors. The speaker explained the benefits of this type of influencer marketing and named the companies that had already used it.

The second presentation was given by Olga Kasiyan, head of the clients’ happiness at Smart Motion agency. She told the audience about importance of the personal branding. As an example, Olga cited the head of the agency where she worked.   

Michael Schegolev, PR-manager at KROK, explained how to use modern technologies in PR campaigns effectively. The speaker focused on AR and VR technologies that can be very helpful to the B2B marketers and PR experts because of their demonstrativeness.


PR consultant Dina Mostovaya answered the question: how can PR increase profits of the company? To prove her arguments, she presented the case of “Karfidov Lab”. The consultant also highlighted importance of building good relationships with journalists and gave the audience several useful tips how to do it quickly.   

Even nowadays we still need printing production to bring to live our PR campaigns. Alexey Pochuev, head of Print Flow Management, explained how to communicate with printing houses and outlined the most popular trends of this is area.

Irina Piterson, head of communications at Evotor, concluded the first part of the conference. Working with electronic cash registers, the speaker knows how to create newsbreaks that will make your company the best one in your media field.   

Alexandra Bursteva, marketing coordinator of food safety Department at 3M Russia, and Yana Kharitonova, senior manager of advertising and marketing at Testo, elaborated on clients-oriented events. They described the way companies should organize conferences, forums etc to make them interesting for the participnts. 

Olga Ivanova, head of marketing at Siegenia Gruppe North-West region, showcased innovations in B2B communication applied in her company. The focus was made on mobile apps and special content projects. 

Necessity of KPI assessment for PR and marketing proved Ekaterina Shabarshina, head of marketing at Videojet Technologies (Danaher). Using her company as an example, the speaker demonstrated how metrics help to optimize working process and clarify the effectiveness of each method they use.  

Olga Streltsova, marketing communications manager at DHL Express, shared her company’s experience of partnership with Mercedes Fashion Week, and recommended to use event for interaction with different stakeholders.  

Tatyana Ananyeva, development director at Apostrophe Media, spoke about employee advocacy and gave some advices how to create brand ambassadors from the employees of your company.    

Artem Ushakov, senior partner of Coconut Clan - Coconut Group affiliate program, opened the third section of the conference. He presented the case that explained how his agency had managed to interest and attract users to their site during RIF 2018 in unusual way. 

Ksenia Bunina, PR-manager at SEMrush, demonstrated online-programs which aim is to make PR experts’ work easier and more effective.

Olga Bondareva, founder of B2B marketing Agency Digital Power and ex-head of social networks in Central and Eastern Europe at Microsoft, one more time emphasized importance of social networks for modern PR campaigns. The speaker clarified the features of B2B social media marketing and focused on social selling. 

Elena Birukova, business development supervisor of KPMG risk management consulting Department in Russia and CIS, concluded the conference with a report on the role of company’s external and internal events.

This business event gave participants many interesting cases and tips that could be useful for their PR and marketing campaigns. The conference “PR in B2B” became the last event by Fresh Russian Communications in 2018. Next year the agency continues to organize its forums, conferences and PR breakfasts for B2B marketers and PR experts.