top of page



Bridging the Gap Between B2B Marketing and Sales / Best Practices from Latvia

In-Person Event June 8th 2022
Pullman Riga

Venue: Pullman Riga

The importance of B2B marketing

We’ll be covering the following: 

Traditionally, there is much less talk about B2B marketing than B2C marketing. Moreover, many B2B companies do not even have a marketing department or a marketing manager. However, it doesn’t mean that these companies do not engage in marketing or the need for marketing is somehow minor compared to their B2C counterparts. 


Nevertheless, there are significant differences between the two. In B2B companies, marketing and sales are closely linked. For example, a marketing campaign may be aimed at winning a single customer (also known as account based marketing). The metrics are also different: if the success of B2C companies' social media posts is measured in the thousands or millions, the "like" of one important decision maker may be enough for a B2B campaign.


As part of this seminar, you will have the chance to learn from practical Latvian case studies of B2B marketing and communications and learn how to better link marketing and sales. 


  • How to link marketing and sales

  • The basics of B2B content marketing 

  • How to use LinkedIn Marketing

  • Practical examples of B2B employer branding

  • Practical B2B marketing case studies from Latvian companies

  • Merging the gap between startups and traditional businesses 

  • How to bring B2C creativity to B2B 


Who should attend?

  • Sales managers of B2B companies

  • Marketing managers of B2B companies

  • Marketing agencies working with B2B clients

  • Business owners 

  • HR managers of B2B companies 

  • Communication managers of B2B companies 


Or just fill out the contact form below.


Have any questions? 

Please feel free to reach out to

09:30 - 10:00 Registration & Coffee 

FIRST SESSION: Social Selling & Content

10:00 - 10:30  5 Reasons B2B Marketing Is Not a Voodoo Practice
Rolands Puhovs, White Label


"You creative people will never understand our business" — is what Rolands hears from many B2B companies he meets for the first time. He understands the initial skepticism and is willing to speak the same language. B2B companies treat marketing as some kind of voodoo science. It’s not tangible. White Label rarely uses the words ‘marketing’ and ‘strategy’, because it’s hard to grasp. Instead, they indicate the problem and showcase the way that problem could be solved. How optimisation could lead to spending less time and making more money.

White Label is a brand strategy firm, focused on B2B brands. Most exporting strategy agency with 65% international work and highest awarded leading team of strategists in the Baltics.  Representing the industry for 15 years, Rolands has worked with 80+ B2B and B2C brands in sectors such as finance, fast consuming, retail, telecommunications and automotive. For his outstanding work, he has received a bronze lion at Cannes Lions and a Grand Prix at Adwards Festival.


10:30 - 11:00  Content Marketing in B2B: How to Create Content that Sells?
Hando Sinisalu, Marketing Parrot

  • How to link content marketing and sales

  • How to make search engines love the content you create

  • What are the expectations for content marketing and how to measure its effectiveness

  • Sales and content creation on LinkedIn

  • Ideas and practical tips for creating sales-friendly content

Hando has 25+ years of experience in media and marketing. He is the founder of Best Marketing, the biggest Estonian marketing portal and event organiser, and the new B2B content startup Marketing Parrot. He works as a business journalist for the biggest Nordic B2B media company Bonnier (Äripäev in Estonia), organises business conferences, and trains business people on content marketing. Hando is also the mastermind behind BalticBest - the biggest advertising awards in the Baltics.


11:00 - 11:30 B2B Does Not Equal Boring: Bringing Creativity to B2B

Arturs Mednis, New Black Latvia

B2B is often regarded as the boring older brother of B2C. But how do you incorporate creativity and bring an emotional layer to B2B marketing? Can creativity drive sales results? Arturs will share examples from New Black, the leading digital content marketing agency in Latvia. 

Arturs Mednis started his career in advertising back in 2009 when he was appointed as the head of digital at Inspired Communications and then the managing director of the company's digital branch. Today, as the head of digital content marketing agency New Black Latvia, Arturs is regarded as one of the top advertising masterminds in the Baltics.


11:30 - 12:00 Generating B2B Marketing Growth on LinkedIn

Nikita Cikaluk, LinkedIn

According to LinkedIn’s Sophisticated Marketer’s Guide to LinkedIn, 94% of B2B marketers use LinkedIn as a content distribution channel. Nikita will cover the principles of organic LinkedIn marketing: building company profiles vs personal profiles, community building vs using existing communities, content creation and how to identify and reach the right decision makers. 

Forbes author Nikita Cikaluk is a professional personal branding and Linkedin profile & content optimisation consultant. For the last 7 years, he has helped over 800 clients from 78 different countries. As a copywriting and content development expert with a degree from the University of Michigan, Nikita helps business people and their companies to develop a powerful brand on Linkedin to attract more clients and investors, increase brand awareness and traffic.

SECOND SESSION: Employer Branding


12:00 - 12:30 Employer Branding: How to Attract Talent? 

Liliana Ozolina, EY Baltics

In the age of the Great Resignation, even companies claiming they don't need marketing are faced with grim statistics when it comes to talent acquisition. Employer branding is one of the hottest topics in the post-COVID era. How to use employer branding and influence the dialogue surrounding your company? What is the role of employees' personal brands? And most importantly, what makes you an attractive employer for the best talent? 

Liliana has more than 20 years' worth of communications experience under her belt, including leading marcomms for Mercedes-Benz General Distributor for Daimler in Latvia and Grenardi, to joining EY earlier this year. Liliana also works as a lecturer and private consultant on PR and media relations for corporate clients. Liliana was the country manager for MTV Latvia when the media giant decided to enter the Baltic market.

12:30 - 13:15 Lunch



13:15 - 14:15 Panel Discussion: What the Sales Department Expects from Marketing? 

Rudolfs Kreslins (Vizulo Solutions), Pauls Dreimanis (Tele2), Janis Balodis (Frontu)

In an ideal world, sales and marketing are meant to work in a smooth symbiosis. In reality, the two have ended up in different silos and there's often a lack of understanding between the two. How do you ensure cooperation that brings results? What does the sales department expect from marketing and vice versa? How to ensure better quality leads? 

Rudolfs Kreslins is the head of sales at Vizulo Solutions, an energy-efficient lighting solution company specializing in street, territory, commercial, industrial, and architectural LED lighting. Pauls Dreimanis is the head of sales at Tele2 Latvija, one of the biggest telco companies in the country. Janis Balodis is the VP of sales at Frontu, a field service management software provider focusing on frontline field service workers.

FOURTH SESSION: Best Practice Case Studies


14:15 - 14:45 Best Practice in Legal Services

Kertu Irves, Law Firm LEXTAL

LEXTAL is one of the leading full service corporate law firms in the Baltics founded in 2003. Kertu will share her insight on how LEXTAL approaches marcoms in Estonia, the role of brand advocacy and content marketing, as well as additional insight on best practices from her colleagues in Latvia and Lithuania.  

Kertu joined LEXTAL as the head of marketing back in March 2021 and went straight to reimagining the way they do marketing. In parallel, Kertu is running her own media agency HOLEIN1 Media.


14:45 - 15:15 A Lesson on B2B Crisis Communication  

Ruta Pole, Omniva

When the COVID pandemic hit back in 2020, retailers rushed to restructure their operations to e-commerce. Omniva was faced with unprecedented volumes and a growing dissatisfaction from their partners. This turned into a textbook lesson on crisis B2B communications, which will be shared by Ruta Pole, Omniva's long-standing head of marketing and one of the TOP 20 most valued marketing managers in Latvia. 

Ruta is one of TOP 20 Latvian marketing stars. One of Ruta's strongest marketing characteristics is her unique creative thinking and special approach to various things, which are often difficult non-standard situations and others are not always able to accomplish that. Ruta's courage and out-of-the-box thinking has led her to excellent results in her daily marketing duties. She also values and perceives the human factor as an important part of her daily life. . One of Ruta's latest hobbies is off-roading, and in her free time, she enjoys going to the forest, discovering new, unprecedented and fun adventures!

15:15 - 15:30 Coffee Break


15:30 - 16:00 Best Practice in Professional Business Services

Lita Grafa, KPMG

The fact that KPMG is one of the most recognised brands in professional business services does not mean that marketing is somehow less needed. Nevertheless, marketing is very different for KPMG, more than anything, it comes down to building meaningful relationships. As the head of marketing and communications, Lita has been with the company for nearly five years and can share the ins and outs of what it means to market a brand that everyone already knows. 


16:00 - 16:30 Conquering Export Markets with Content Marketing

Ilze Folkmane, Printful

Latvia's first unicorn Printful is an on demand printing and fulfilment company that helps people turn their ideas into brands and products. Since their founding in 2013, they've been trusted to deliver 36M+ items, and Printful has scaled to a team of 1,800+ people. Content marketing and SEO have played a key role in Printful's marketing mix. From running a free business school to localising most of their content on tricky markets - Ilze offers her insight on how to conquer new markets with the help of content. 

For Ilze, it all started with her love for writing. Going from a place where she had to google the term “content marketing” prior to her job interview, to then working her way up to becoming the communications manager for Latvia’s first unicorn Printful. Ilze Folkmane has become a modern content marketing wonder child, proving that the best of marketers come from all walks of life.

16:30 End

Pricing & Venue


The seminar costs 290€ with VAT included. You will be billed prior to the event, but we do offer a money-back guarantee in case you are not fully satisfied. This event is operated by Roosbaum OÜ.

Venue: Pullman, Riga Old Town Hotel

Pullman Riga Old Town Hotel is in the heart of Riga's historic centre occupying a magnificent building from 1789 merged together with a completely modern structure. 

Nearest parking area is situated 150m from the venue.

Get directions.



Please fill out the form below

Please fill out the form below to sign up for the seminar. You will receive an email confirmation in case of successful registration. We will follow up with all necessary details prior to the event.  

Have any questions? 

Please feel free to

reach out to

Or just fill out the contact form below.


Thanks for registering to our event. See you there!


Hello! This is Marketing Parrot

Marketing Parrot is the spin-off of The Best of Global Digital Marketing, the notorious marketing show that toured the world in the early days of digital and presented to audiences from Amsterdam to all the way to Manila. Hando Sinisalu, the founder of Marketing Parrot, is also the key producer of the biggest marketing events in the Baltics: Password and BalticBest. Combining business journalism and content marketing, Marketing Parrot has set out to map the traditional world of business-to-business.

bottom of page