The first and only proper b2b event and awards in the Baltics.
Grab your pass.
Parrot Annual B2B Conference & Awards is back. On June 4-5 the Baltic region’s premier B2B event returns to the Tallinn Film Museum. This year’s agenda includes:
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Figuring out how to stand out in a sea of AI-generated noise
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Mastering LinkedIn for B2B sales
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Cracking the code on self-service & B2B e-commerce strategies
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Taking B2B marketing to a global stage (no pressure)
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Targeting the elusive 5% ready to buy—yes, they do exist
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Unpacking the best uses of AI in sales and marketing (before it takes our jobs)
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Real-world case studies, because theory only gets you so far
And now... the first speakers are ready to take the stage.
Relevance is the New Clickbait: How to Cut Through the B2B Content Noise / Malin Sjöman, CEO of Crescando (Sweden)
We are at risk of “content shock”, where an overwhelming amount of content and messages lead to buyers losing interest and zooming out. To succeed, we must shift our focus from simply producing content to ensuring that it is highly relevant, buyer-centric and closely aligned with the customer journey. The way forward is spelled Relevance—content must be tailored to help customers buy and support their decision-making process.
To succeed and create a story that is closely aligned with the buyers’ journey, we must understand our audience, what challenges they are facing and how they are trying to address them. By mapping the full buyer and customer journey, we can create content that truly supports and influences purchasing decisions.
Malin is an inspirational speaker, podcaster, experienced workshop leader and facilitator.
The Self-Service Revolution: Redefining B2B Sales & Marketing / Mikko Seppä, Co-Founder and CEO of HeadQ Digital Commerce (Finland)
B2B buyers are making decisions on their own—researching, comparing, and even purchasing without ever speaking to a sales rep. This shift is changing how companies engage with customers, requiring marketing to take a leading role in guiding the buyer journey while sales adapts to more strategic, high-value interactions. This session explores how businesses can use self-service tools, AI, and data-driven insights to close the gap between sales and marketing, improving user experience.
Mikko's specialty is to help B2B companies sell their complex products online. He believes buying from a business should be a better experience for all parties, and digital commerce is the future of B2B sales. Mikko has over a decade of experience in entrepreneurship, B2B SaaS and new business development. He is the author of three books.
Social Selling: Turning LinkedIn into Your Best Sales Channel / Daniel Disney, The King of LinkedIn and Social Selling (UK)
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How to create content that actually generates results
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How to turn LinkedIn engagement into sales opportunities
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How to send effective LinkedIn messages & InMails
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How to turn everything social into pipeline
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How to account manage through social selling
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How to get more out of LinkedIn Sales Navigator
Daniel Disney helps companies and sales teams turn LinkedIn into a lead-generating, sales-generating and revenue-generating machine using the best digital selling strategies out there. With over 20 years sales experience and over £25 million in revenue generated from LinkedIn, very few others understand LinkedIn and social selling like Daniel Disney.
Winning the 5% – The Smart Play for Small B2B Companies / Urmet Seepter, Co-Founder of Exponential Agency, Former Head of Global Digital Marketing at Helmes (Estonia)
Most B2B marketing advice focuses on nurturing the 95% of buyers who aren’t ready to purchase, but companies don’t have the time or budget for long-term waiting games. This session challenges the conventional wisdom and makes the case for prioritising the 5% who are actively searching and ready to buy. Urmet, drawing from his experience at leading Estonian IT firm Helmes, will share real-world examples of how a smart focus on the 5% can drive faster sales and higher conversions. Attendees will learn how to position their brand at the critical shortlisting phase, shortening sales cycles and increasing success rates.
Urmet specialises in helping companies grow internationally through digital marketing. He has successfully mentored businesses to generate international sales independently via digital campaigns. Urmet recently managed a digital marketing project at Helmes, the leading Estonian IT company for about five years, handling everything from strategy to campaign execution. His strategy and daily optimisation boosted international leads from just 5 per year to 70, with ROI of 20X on ad spend, generating around 15 million in sales.
From Local to Global: The Cultural Factor in B2B Marketing Funnels / Neringa Petrauskaite & Julius Kaknevicius, Partners, We Are Marketing (Lithuania)
Neringa Petrauskaite, Strategist and Partner at B2B marketing agency We Are Marketing, is a well-known B2B marketing and communications expert who is especially valued among law firms and LegalTech companies. Julius has worked with over 300 B2B companies on strategy, branding, and sales tools. He also consults on sales development and export strategies. He is a frequent speaker at events such as e.Virusas, Password, LiMA, and VŽ conferences, often discussing B2B and export marketing in the media.
Shaping Opinions Online: B2B Comms in the AI Era / Mykolas Katkus, Partner at Fabula Rud Pedersen and Co-founder of Repsense (Lithuania)
Strong online reputation is a key driver of trust and business success. This session will explore the essential metrics, tools, and strategies to effectively measure and manage your brand’s online presence in the B2B space.
Great Products Aren’t Enough: How Finnish & Baltic Engineers Can Win Globally with Better Storytelling / Lars Schulman CEO of VML Finland
Baltic Engineers make world class products, if only that was enough to succeed on the global stage. Methods for effective collaboration between marketing, customers and product managers to tell product stories that are distinctive and engaging.
Case Study: Driving B2B Growth Through Industry Award Programmes & Community Building / Andres Kangur, CMO of Thermory (Estonia)
The Thermory Design Awards acknowledge and reward brand ambassadors for creating impactful projects. The aim of the awards is to highlight outstanding architecture, Architects, developers, and Thermory distributors can submit their work. The 2024 awards received 59 submissions from 16 countries, while the 2023 awards garnered 75 projects from 19 countries.
How to Sell to the 95% Who Aren’t Ready to Buy / Igor Bielobradek, Digital Marketing and MarTech IT Systems Lead for Central Europe at Deloitte (Poland)
Most B2B buyers aren’t ready to purchase when you first reach out to them—so how do you still sell to the 95% who aren’t in buying mode? This presentation explores how to build trust, nurture relationships, and stay top-of-mind until the moment they are ready. Learn practical strategies for engaging prospects long before the sales conversation begins, using content, branding, and value-driven interactions to turn future buyers into loyal customers.
Igor Bielobradek is an experienced B2B marketer and content marketing enthusiast. He has focused his career on professional services industry, where he is an expert in the area of content marketing strategy and MarTech strategy. At Deloitte, Igor is responsible for the digital communications department and implementation of MarTech tools. He focuses on sales enablement to help both marketers and salespeople achieve their goals. He builds processes supported by appropriate technology so that both teams can effectively cooperate based on customer data instead of guesses and hunches.
Breaking Into the Tough German B2B Market: How to Sell When Buyers Say “Nein” / Max Leber, Co-Founder of VALOQ.DE (Germany)
Germany is one of the most challenging B2B markets—buyers are skeptical, decision cycles are long, and relationships matter more than ever. In this session, Max will share strategies for navigating the complexities of selling to German companies. Whether you're new to the market or struggling to gain traction, this session will give you the insights you need.
Max is the Co-Founder of VALOQ.DE, a company that helps to generate revenue in Germany through sales outsourcing. He has sales experience from several German companies, including Siemens.
@Your Service: How Custom GPTs Help Craft Personalised Sales Offers / Eneli Eljand, Business Analyst at Tehisintellekt (Estonia)
Discover how to turn the first sales call into a personalised offer that speaks directly to your customer. We'll walk through a step-by-step workflow using transcriptions, web data, and ready-made templates — with help from custom GPTs you can call on with just an @. You'll see how ChatGPT can save time and help you create offers that truly feel tailor-made for each client.
Eneli specialises in implementing and building AI solutions — whether it's a smart chatbot, automated information processing, or something else. She has over 12 years of experience implementing software systems in organisations, including projects for companies like Silen, Avaeksperdid, and Eltech Solutions.
From Likes to Leads: Making Influencer Marketing Work in B2B / Chris Peters, B2B Global Client Partner at Wavemaker (UK)
Influencer marketing isn’t just for lifestyle brands anymore. In this session, we’ll explore how B2B companies can tap into industry voices, niche creators, and thought leaders to build trust, generate leads, and shorten sales cycles. With real-world examples and practical takeaways, you'll learn how to identify the right influencers, structure campaigns that deliver measurable value, and avoid the pitfalls that make B2B efforts fall flat.
Chris Peters is a seasoned B2B marketing leader with over 15 years of experience working with some of the world's largest brands and most disruptive startups. He is the creator of B2B Excellence, a weekly newsletter that curates B2B marketing content from industry thought leaders. Additionally, Chris serves as a B2B Client Partner at Wavemaker, a global media agency.
From Audience to Advocacy: Building a B2B Community Around Your Brand / Zane Lasmane, Head of Marketing at Zabbix (Latvia)
Zabbix offers open source enterprise class monitoring solutions that are scalable – from home labs to global companies. Anyone can use it for free, modify it, and share it without licensing fees. Headquartered in Riga, but over the years they have added offices in Tokyo, New York, Porto Alegre, and Mexico City. The sole company from Latvia that has established a subsidiary office in Japan. Their success is rooted in a strong global community of contributors and users.
Zane is currently the Head of Marketing at Zabbix since November 2018. Prior to that, she held various roles in sales and marketing at Reaton, Linearis, Bite Latvija and the State Information Network Agency. Surprisingly, Zane began her career as a Journalist at the business newspaper Diena.
GDPR Says Yes, Inboxes Say No: The Do's and Don'ts of B2B Email Marketing in the Grey Zone / Erkki Markus, Founder, CEO and Product Owner at Smaily (Estonia)
As the leader in the Estonian market, Smaily is the only company in the Nordic and Baltic countries that offers such services at a friendly price, without compromising on quality. Smaily founder Erkki Markus founded the company in 2005. Back then, email marketing was just a term used by large international organisations that had no particular interest in the Baltics.
At that time, the main focus was on web development and creating tailor-made solutions for websites. This was not enough for Erkki. He wanted to make email marketing accessible to everyone, from designers and programmers to marketing teams in small companies.
Programme / 4th of June, 2025
12:00 – 13:00 | Arrival & Welcome Lunch
13:00 – 14:00 | The Big Picture: Pan-Baltic B2B Trends
We open the programme with the first-ever research on B2B marketing trends across the Baltics, conducted by Norstat. Local experts will then weigh in to frame the broader context for the sessions ahead.
14:00 – 15:30 | Content & Communications
This session explores how B2B brands can stand out in today’s saturated content landscape.
Malin Sjöman, CEO of Crescando (Sweden) | Relevance is the New Clickbait: How to Cut Through the B2B Content Noise
Malin unpacks the growing risk of “content shock” and shares strategies for crafting highly relevant, buyer-centric content that aligns with the customer journey.
Mykolas Katkus, Partner at Fabula Rud Pedersen & Co-founder of Repsense (Lithuania) | Shaping Opinions Online: B2B Comms in the AI Era
Mykolas explores how to manage B2B brand presence in a digitally fragmented and AI-driven media environment.
Lars Schulman, CEO of VML Finland | Great Products Aren’t Enough: How Finnish & Baltic Engineers Can Win Globally with Better Storytelling
Lars shows how strong collaboration between engineering and marketing can lead to compelling, globally competitive product stories.
15:30 – 15:45 | Coffee Break
15:45 – 17:00 | Strategy & Targeting: The 95/5 Dilemma
We shift gears to focus on strategic targeting in B2B marketing.
Urmet Seepter, Co-Founder of Exponential Agency & Former Head of Global Digital Marketing at Helmes (Estonia) | Winning the 5% – The Smart Play for Small B2B Companies
Urmet challenges the usual advice, arguing that small B2B brands can thrive by zeroing in on the small segment of buyers ready to purchase—backed by real-world examples from his time at Helmes.
Igor Bielobradek, Digital Marketing and MarTech IT Systems Lead for Central Europe, Deloitte (Poland) | How to Sell to the 95% Who Aren’t Ready to Buy
Igor discusses how to build trust, stay top-of-mind, and nurture long-term relationships with prospects who aren’t yet in buying mode.
17:00 – 18:00 | Best Practices: Case Studies in Action
Andres Kangur, CMO of Thermory (Estonia) | Driving B2B Growth Through Industry Award Programmes & Community Building
Andres will walk us through the story behind the Thermory Design Awards—a compelling case of strategic branding in B2B.
Golden Parrot Awards Finalist Panel
A behind-the-scenes look at award-nominated campaigns, where the finalists reveal the thinking, teamwork, and tactics that made their entries stand out.
TBA – Late | Golden Parrot Awards Ceremony
We end the day by recognising the region’s most impactful B2B work at the Golden Parrot Awards—followed by drinks, music, and conversation with the brightest minds in Baltic B2B.
Programme / 5th of June, 2025
09:30 – 10:00 | Registration & Coffee
10:00 – 12:00 | Sales & Expansion
Daniel Disney, “The King of LinkedIn” (UK) | Social Selling: Turning LinkedIn into Your Best Sales Channel
Content, engagement, messaging, and how to use Sales Navigator like a pro.
Eneli Eljand, Business Analyst at Tehisintellekt (Estonia) | @Your Service: How Custom GPTs Help Craft Personalised Sales Offers
Discover how to turn the first sales call into a personalised offer that speaks directly to your customer.
Neringa Petrauskaite & Julius Kaknevicius, Partners at We Are Marketing (Lithuania) | From Local to Global: The Cultural Factor in B2B Funnels
How much businesses should adapt to different cultures versus maintaining a consistent communication style, messaging, and design.
Max Leber, Co-Founder of VALOQ.DE (Germany) | Breaking Into the Tough German B2B Market: How to Sell When Buyers Say “Nein”
Max will share strategies for navigating the complexities of selling to German companies.
12:45 – 14:30 | Sales & Marketing Alignment
Mikko Seppä, CEO of HeadQ Digital Commerce (Finland) | The Self-Service Revolution: Redefining B2B Sales & Marketing
This session explores how businesses can use self-service tools, AI, and data-driven insights to close the gap between sales and marketing, improving user experience.
Zane Lasmane, Head of Marketing at Zabbix (Latvia) | From Audience to Advocacy: Building a B2B Community Around Your Brand
The success of Zabbix is rooted in a strong global community of contributors and users. In her presentation, Zane will share her experience on building and nurturing that global community.
Erkki Markus, Founder, CEO and Product Owner at Smaily (Estonia) | GDPR Says Yes, Inboxes Say No: The Do's and Don'ts of B2B Email Marketing in the Grey Zone
14:30 – 14:45 | Coffee Break
14:45 – 15:30 | Parallel deep-dive roundtables
AI for Sales | Eneli Eljand
Selling to the German Market | Max Leber
12:00 – 12:45 | Lunch
14:45 – 15:30 | Influencer Marketing in B2B
Chris Peters, B2B Global Client Partner at Wavemaker (UK) | From Likes to Leads: Making Influencer Marketing Work in B2B
In this session, we’ll explore how B2B companies can tap into industry voices, niche creators, and thought leaders to build trust, generate leads, and shorten sales cycles.
15:30 | Goodbyes & Thank Yous
"Thank you! I hope the event will continue for many-many years."
Tickets & Registration
The full pass includes two insightful event days along with the Golden Parrot Gala. By purchasing the day pass you will have access to all side-events taking place on that date.
Please contact us directly for a group offer (groups of three and more). Group offers not applicable during super early bird period.
Early Bird Full Pass
until 30 April (included)
449 EUR + VAT
Regular Bird Full Pass
starting from May 1
549 EUR + VAT
Early Bird Day Pass
until 30 April (included)
299 EUR + VAT
Regular Bird Day Pass
starting from May 1
399 EUR + VAT
Frequently Asked Questions
I filled out the registration form, but didn't receive a confirmation.
Firstly, when filling out the form, make sure your contact details are correct. A success message appears under the form if the registration is confirmed. A confirmation email will be immediately sent out to the email address indicated in the form. If you haven't received an email within 5 minutes, check your spam folder. In case you suspect a possible typo in the email address, don't hesitate to submit the form again. You will not be billed twice.
I filled out the registration form, received the confirmation and would like to make changes to my registration.
You are very welcome to reach out to us directly.
I filled out the registration form, received the confirmation, but not the invoice.
We don't tend to send out invoices immediately and it might take up to a couple of weeks for the invoice to arrive. Your place at the conference will be automatically reserved when you fill out the registration form and is not correlated with invoicing. A confirmation email will be immediately sent out to the email address indicated in the form. If you haven't received an email within 5 minutes, check your spam folder. In case you suspect a possible typo in the email address, don't hesitate to submit the form again. You will not be billed twice.
I signed up at the last minute and have yet to receive and settle the invoice. Can I still come to the event?
Don't worry, your place will be reserved and the rest worked out after the event.
I have received the confirmation, but no ticket. Where do I get the ticket?
There is no virtual or physical ticket. Entry to the event is list-based and you just have to tell us your name to receive a badge.
I signed up a month ago, received the confirmation and invoice, but no additional information about the event.
We aim to keep our email communication insightful, yet minimal. Make sure to sign up for our newsletter to be up to date with the latest. Subscriber or not, a comprehensive memo will be sent out to all guests 2-3 days before the event. Make sure to check the spam folder as filters have been getting tighter and tighter. Your place at the conference will be automatically reserved when you fill out the registration form and is not correlated with invoicing. A confirmation email will be immediately sent out to the email address indicated in the form. If you haven't received an email within 5 minutes, check your spam folder. In case you suspect a possible typo in the email address, don't hesitate to submit the form again. You will not be billed twice.
I signed up and have paid the invoice, but am unable to attend. Do I get a refund?
We will fully refund your ticket if you notify us before May 21st 2025 (includ). We will not refund tickets purchased after May 21st 2025. Please reach out to us directly for a refund.
Golden Parrot Awards
the first and only competition in the Baltics to celebrate outstanding work in B2B
Golden Parrot B2B Awards
The first and only competition in the Baltics dedicated to celebrating outstanding work in the B2B (business-to-business) sector.
Golden Parrot Award in each category
Grand Prix (Best of Show)
Best of Estonia, Best of Latvia and Best of Lithuania
B2B Agency of the Year
Apples and Oranges
Most advertising awards are heavily biased toward the B2C world. But B2B is a different beast — and deserves to be judged on its own terms.
It’s Free!
Entry to the awards is completely free.
Unbiased Feedback
All participants will receive personalised feedback sourced during evaluation sessions with our international jury panel.
The Talk of the Town
Winners will receive a distinctive trophy as a lasting reminder of the great work they’ve done. We’ll also support their success with exposure across all our channels.
Rules, Dates & Categories 2025
Eligibility
All companies from Estonia, Latvia, and Lithuania are welcome to apply. If your company operates across the Baltics, local offices may submit separate entries.
We accept work that was active between June 1, 2024 and May 1, 2025. There are no market restrictions — export campaigns are welcome too.
Key Dates for 2025
Entry deadline: May 14, 2025 (23:59 EET)
Jury meeting: May 23, 2025
Awards ceremony: June 4, 2025, Tallinn
The main contenders will also have the opportunity to discuss their case studies on the main stage during the afternoon panel at our annual conference (June 4th).
How to Submit
This year we teamed up with Defolio to provide for a more smooth experience for both the entrants and the jury. All details are available on the Golden Parrot Awards Defolio landing page.
A Few Things You Should Know
Here's a step by step guide on how to submit.
Submitted work on Defolio will only be visible to the jury and the organiser.
However, we (Marketing Parrot Ltd) reserve the right to publish awarded work across our digital and print channels. If you wish to opt out, please contact us directly.
Written submissions must be in English.
Media attachments can remain in the original language, but if any element is strategically important, highlight it — and translations are encouraged!
Print work must be submitted in digital format.
Credit where it’s due — don’t forget to mention your key contributors.
Categories
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Best B2B Branding Campaign
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Best Lead Generation Campaign
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Best Use of Content Marketing
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Best B2B Website
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Best Use of Data, AI, or Marketing Technology
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Best Event or Expo
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Best International PR, Trade Media or Influencer Marketing Campaign
Jury 2025
Ilze Augstkalne
Head of Baltic Brand and Marketing at COBALT (Latvia)
Helen Lillep
Marketing & Communication Manager at Helmes (Estonia)
Neringa Petrauskaite
Partner & Strategist at We Are Marketing (Lithuania)
Elvi Kustavus
Strategy Director at White Label (Latvia)
Lars Schulman
CEO of VML Finland
Marek Maido
Marketing & Communications Manager at BCS itera (Estonia)
Who's coming?
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