Do More With Less LIVE: B2B’s elite on learning to ‘make less do more’

August 6, 2025
3 PM BST

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About this Event

Your latest ‘Do More With Less’ podcast episode was recorded live on stage at the recent B2B Ignite 2025 event in London - Europe’s largest gathering of senior B2B leaders.Bestselling author of Boring2Brave Mark Choueke hosted a panel of pure B2B Royalty to unpack the core ideas behind the best-practice and philosophy of a new marketing approach designed to win in the era of Do More With LessJennifer Shaw-Sweet, the top marketer at The B2B Institute funded by Linkedin, Sahana Fearne, global marketing director at web analytics powerhouse Contentsquare and Siobhan Wallace, VP Marketing The Access Group shared their hard-won experience, successes and failures and their valuable learnings as they’ve fought for every inch of growth in recent months.This on-demand session captures the energy of a live session and a candid - and at times deeply personal - look at how today’s very top marketers are rethinking strategy and execution in a resource-constrained world.They also explore the concept of return on innovation - how thinking differently drove better outcomes and unexpected value. Their stories offer a grounded perspective on what it truly means to Do More With Less, and why it feels like a re-written and permanent future for B2B marketing.

Agenda

  • Redefining The Challenge: Why do B2B’s most senior marketers view operating with fewer resources as an opportunity?

  • Talking The Walk: How do you prepare for the tougher internal conversations necessitated by the instruction to Do More With Less?

  • Ditching Marketing Tactics: How to decide which marketing tactics to keep, which to drop and what happened when a leading marketer told her boss she was ‘dumping ABM for the good of everyone’

    © 2025 OrbitalX. All rights reserved.

    Meet the Presenters

    Mark Choueke

    Partner & Chief Creative Officer, OrbitalX

    Mark Choueke is a former award-winning journalist and author of the bestselling B2B marketing book Boring2Brave. He’s built a standout reputation in global B2B marketing and communications, leading growth at companies like Mention Me and Qubit. Mark has driven impact across both startups and large enterprises, and has also raised investment to launch and lead a successful tech marketing agency.He was formerly the editor of Marketing Week and, before that, a business correspondent for the UK national newspaper The Sunday Telegraph. He later made the shift from journalism to marketing, and has since worked with over 50 B2B technology companies worldwide, either as part of senior in-house leadership teams or as a strategic advisor.Mark is a regular keynote speaker and has appeared on industry stages around the world, including ‘Think with Google’ in London, ‘Viva Technology’ in Paris, and AdWeek in New York City.

    Jennifer Shaw-Sweet

    EMEA Lead, B2B Institute @ LinkedIn

    Jennifer Shaw-Sweet is a B2B thought leader at LinkedIn’s B2B Institute, where she explores the intersection of brand strategy, communications, and business effectiveness. With over five years at the Institute, she delivers forward-thinking insights and actionable research that help businesses achieve sustainable, outsized growth through brand-led strategy. Her work challenges conventional thinking and fosters strategic partnerships across the industry.Prior to LinkedIn, Jennifer held global business leadership roles at J. Walter Thompson London, where she led creative and digital strategy for international clients. This blend of agency and platform experience shapes her mission today: to connect businesses with meaningful insights and help steer the future of B2B marketing.

    Sahana Fearne

    Senior Director of Marketing - Global Campaigns, Contentsquare

    Sahana Fearne is an experienced marketing leader with nearly a decade at Contentsquare, where she currently serves as Senior Director of Global Campaigns. She has previously led regional marketing efforts across the UK, Northern Europe, and MENAT, playing a key role in driving brand growth and commercial impact in both mature and emerging markets.A passionate advocate for purpose-driven leadership, Sahana is also a mentor with MCR Pathways and a long-standing scholar of The Marketing Academy, reflecting her commitment to developing talent and driving meaningful change in the industry.She began her career at Navitas, delivering marketing and communications across Europe and West Africa, and holds a degree in Psychology from UCL. Her approach combines strategic rigour with creative execution, shaped by a diverse, global perspective.

    Siobhan Wallace

    Vice President for Marketing, The Access Group

    Siobhan Wallace is the Vice President of Marketing at The Access Group, where she leads strategic initiatives to drive brand impact and commercial growth. With over two decades of experience across B2B, SaaS, and private equity-backed businesses, she brings a sharp focus on performance-driven marketing, campaign effectiveness, and brand transformation.Before her current role, Siobhan held senior marketing leadership positions at Equiniti, where she built a centralised marketing and communications function, and at a range of consultancy and client-side roles. She also ran her own consultancy, My Best Friend Marketing, delivering high-performing demand generation strategies across a portfolio of SaaS products.A strategic operator with a hands-on approach, Siobhan combines brand building with commercial, helping businesses scale through insight-led growth marketing, clear messaging, and high-performing teams.