B2B Ignite | Skills Studio I Marketing Workshops

Ready to take your marketing techniques to the next level? At the Ignite Skills Studio, you'll find hands-on learning for the whole team.

This series of three practical workshops guides you through some of the essential skills and methods you need to make a strong commercial impact.
As a workshop attendee, you'll also receive a physical takeaway, so you can start turning your learning into action straight away.

11:25 - 12:25: From SEO to GEO: Staying discoverable as AI rewrites the rules
12:30 - 13:30: Elevate your financial fluency for commercial impact
14:25 - 15:25: Building an effective employee‑led social strategy

From SEO to GEO: Staying discoverable as AI rewrites the rules
Search is changing fast. As generative AI tools increasingly shape how buyers research, shortlist and make decisions, traditional SEO alone is no longer enough to ensure visibility. For B2B marketers, the challenge is clear: how do you stay discoverable when answers are being generated, not just ranked?

This one-hour workshop explores the shift from Search Engine Optimisation (SEO) to Generative Engine Optimisation (GEO) and what it means in practical terms for B2B marketing teams. We’ll examine how AI-driven search experiences (including AI overviews, chat-based search and copilots) source, interpret and surface content — and why some brands are becoming “invisible” despite strong SEO foundations.

You’ll learn:

How buyer search behaviour is changing in an AI-mediated world
The key differences between optimising for search engines versus generative engines
What types of content, signals and authority AI systems rely on when generating answers
How to adapt existing SEO, content and thought-leadership strategies for AI discovery

The session will focus on practical, actionable guidance rather than theory, helping marketers assess where their current approach is at risk and where small shifts can deliver outsized impact. You’ll leave with a framework for evolving your discovery strategy so your brand remains visible, credible and influential as AI reshapes how B2B buyers find information.

Ideal for B2B marketers responsible for demand generation, content, digital performance or brand visibility who want to stay ahead of the next major shift in search.

Elevate your financial fluency for commercial impact
Leadership teams are demanding clearer evidence of marketing’s direct contribution to growth - and senior marketers need the financial fluency to respond with confidence. Yet a recent Propolis poll reveals that 50% of marketers lack confidence in core financial terminology and performance metrics, putting them at a disadvantage when influencing CEOs or CFOs.

In this practical, high-energy workshop, Propolis Financial Acumen Expert Sharon Collins will equip marketers with the financial know‑how and commercial storytelling skills needed to operate as strategic business leaders.

You’ll learn how to:

Interpret key financial statements (profit and loss, balance sheet, cash flow)
Connect marketing metrics to business performance
Plan and defend budgets with confidence
Define SMART KPIs that demonstrate commercial impact
Use practical ways to feel more confident talking ‘numbers’
Clearly articulate marketing’s commercial impact in board‑level conversations

Walk away with the tools and financial language you need to position marketing as a revenue-generating engine and elevate your influence in the decisions that matter.

Building an effective employee‑led social strategy
A session for those who want their organisation’s voice to feel more human, and their teams to feel confident showing up online.

Social platforms have become crowded (to say the least!) with recycled AI posts, generic corporate announcements, and promotional updates that fail to effectively do the one thing we’re all trying to achieve… build trust with our buyers. Audiences are looking for helpful content, authenticity, and personality. They want expert perspectives, stories, and experiences that sit within your teams.

This session explores how to nurture a culture where employees feel supported and empowered to build their personal brands, where leaders develop their own influence, and where the business benefits from authentic visibility. All in a way that effectively builds trust with your audience.

You’ll leave with practical ideas you can put into practice straight away.

You’ll learn:

Why employee‑led content outperforms branded content on trust and engagement
How an employee-led social strategy supports the growth of your business
Ways to encourage influential content without monitoring posts or adding pressure
How senior leaders can strengthen their personal brand in a natural, sustainable way
How to use AI as a creative aid without producing generic content
Ways to help teams find their voice and share with confidence

NEW: Ignite Skills Studio