Generative AI for B2B Marketing Leaders: The London Workshop

Are you tired of the generative AI hype? Are you ready to move beyond basic chatbot tricks and implement a real-world AI strategy that drives revenue and productivity for your B2B marketing team?

This exclusive, full-day intensive workshop is designed for senior marketing leaders who need to see a tangible return on investment from artificial intelligence. We will cut through the noise and focus entirely on practical, hands-on applications that solve the specific challenges B2B marketers face every day.

Why This Workshop is Different

This isn't another theoretical lecture. The market is saturated with those. This is a hands-on, intensive training day designed to move beyond the hype and deliver tangible business value. You will leave with a repeatable system and the tools to implement it immediately, justifying the investment with measurable outcomes.

Who This Is For

This workshop is for you if you are a:

• VP of Marketing, Marketing Director, or Head of Marketing
• Senior Individual Contributor in a B2B marketing role
• Agency leader responsible for client strategy and growth

Who This Is Not For

This workshop is NOT for you if you:

• Are already fluent in tools like building MCP servers or configuring vector graph database
• Are fine tuning or making LoRAs

Your Instructor

Christopher S. Penn is an internationally renowned keynote speaker who energizes audiences with his expertise on artificial intelligence in marketing. A recognized thought leader, he demystifies complex AI concepts, providing practical strategies that empower marketers to achieve breakthrough results. Christopher's insights on leveraging AI for data analysis, content creation, and strategic decision-making have shaped five key trends in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, marketing data science, and AI/machine learning in marketing. His journey in AI began in 2013, a decade before tools like ChatGPT brought the technology into the mainstream, giving him a deep understanding of its potential and practical applications. His engaging and informative presentations leave attendees with actionable takeaways they can implement immediately.

As co-founder and Chief Data Scientist of Trust Insights, Christopher leads a team of experts dedicated to helping businesses unlock the full potential of their data using cutting-edge AI solutions. His proven track record of success includes building AI-powered systems that have delivered double-digit ROI for prominent brands such as Cisco Systems, T-Mobile, Citrix Systems, GoDaddy, AAA, McDonald’s, Twitter, and many others. He is a 2025, eight-time IBM Champion in IBM Data and AI and co-host of the award-winning Marketing Over Coffee marketing podcast. He is a published author in the Journal of Applied Marketing Analytics, and his work is also reflected in over two dozen marketing books, including the bestselling "Almost Timeless: 48 Foundation Principles of Generative AI". Onalytica, a London firm, rated Christopher as one of the top 25 influencers in AI in the world in 2024.

Past Praise for Christopher Penn's Workshops

“Occasionally, you come across people in your professional life that exceed your expectations with their humanity, professionalism, humor and…knowledge and insights on the subject matter they speak to. You are one such person! Your content was definitely one of the most talked about elements of the entire 2-day event. You really hit it out of the park!”

— Darren R.

“Not only were you the highest rated presenter we have ever had for a sales and marketing workshop, but based on our survey feedback, you are looking to be the highest rated presenter we have ever had for a spring meeting. The content you delivered to our members was absolutely spot on. A number of attendees commented to me as to how timely and relevant your presentations were, especially the hands-on component.”

— Clark M.

“Your was the most insightful, actionable, inspirational talk of the conference. You presented complex information with ease and humor. You are magic.”

— Michele

The No-Risk Registration Guarantee

To ensure a high-quality, interactive experience, this workshop requires a minimum of 25 attendees. Register by September 30, 2025, to secure your spot. In the unlikely event the workshop does not reach this minimum by this date, it will be cancelled and all registration fees will be fully and immediately refunded.

What You Will Learn: A Problem-to-Solution Agenda

Our curriculum is built around solving problems, not just demonstrating tools. In each module, we will tackle a common marketing challenge and build a hands-on, AI-powered solution together.

• 9:00 AM - 9:30 AM: Welcome & The Strategic Imperative
  • Networking & Coffee: A brief, informal welcome.
  • The State of Play: Why 90% of marketing teams are using AI incorrectly and what the top 10% are doing differently. We'll set the stage for moving beyond hype to ROI.

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  9:30 AM - 11:00 AM: Module 1: A Leader's Guide to AI Mechanics & Prompting
  • Core Concepts, Not Code: A jargon-free breakdown of how LLMs work, framed for strategic decision-making. You'll learn enough to lead confidently without needing to be a developer.
  • The Prompting Framework: Introduction to a powerful, repeatable prompting framework (e.g., RACE: Role, Action, Context, Execute) that your entire team can adopt for consistent, high-quality results. This is the foundational skill for the day.

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  11:00 AM - 12:30 PM: Module 2: The AI-Powered Market Intelligence Engine (Hands-On Lab)
  • This module is pure, practical application. We will use generative AI to solve common intelligence challenges.
  • Use Cases Covered: Summarization, Classification, Extraction, Question-Answering.
  • Hands-on Problems We Will Solve:
    • Analyze 100 customer reviews to identify key themes in minutes.
    • Generate a deep competitive analysis from a rival's website or annual report.
    • Create detailed, accurate buyer personas from raw interview transcripts.

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  12:30 PM - 1:30 PM: Lunch

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  1:30 PM - 3:00 PM: Module 3: The AI-Powered Content & Campaign Accelerator (Hands-On Lab)
  • This module focuses on using AI to increase the speed and quality of your marketing execution.
  • Use Cases Covered: Generation, Rewriting, Synthesis.
  • Hands-on Problems We Will Solve:
    • Ideate a full year of marketing strategy, tactics, and execution
    • Repurpose a single piece of pillar content (like a webinar) into a complete multi-channel campaign (emails, social threads, blog posts).
    • Draft and refine personalized sales enablement and outreach sequences.

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  3:00 PM - 4:30 PM: Module 4: From Workshop to Workplace: Your AI Implementation Roadmap
  • This capstone module is about leadership, governance, and making change happen.
  • AI Governance & Risk Mitigation: A practical framework for leading responsibly, managing data privacy, and protecting your brand from AI-related risks.
  • Building Your Center of Excellence: How to identify AI champions on your team, structure a pilot task force, and measure the ROI of your initiatives.
  • The AI-Adjusted Marketing Plan: A strategic review of how generative AI impacts your existing channels (SEO, Content, Email) and how to adapt your strategy and budget for the next 12-18 months.

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  4:30 PM - 5:00 PM: The Road Ahead & Open Q&A
  • What's Next: A brief look at the near future, including AI agents and multi-modality, and what it means for marketers.
  • Your Career as an AI-Powered Leader: How these skills position you as a more effective and valuable leader.
  • Open Q&A: An open floor to address any remaining questions.