On 20 November 2025, Aberdeen Art Gallery will welcome marketing professionals from across Scotland for the Chartered Institute of Marketing’s (CIM) event, Mastering the Art of Lead Generation and Conversion. This evening session will explore how digital marketing, CRM integration, and responsible strategy can drive commercial success in B2B environments.
As AI continues to reshape the marketing landscape, understanding how to generate and convert leads effectively has never been more critical. With automation and data-driven targeting becoming standard, marketers must now master the human and strategic elements that turn interest into action.
The event will feature insights from;
- Chair, Eric Doyle, founder of Crux Consultancy, known for helping businesses align strategy with customer experience,
- Steve Milne, Group Director of Strategy at Fifth Ring, a global B2B agency with deep roots in energy and industrial sectors.
- Sam Harvey, CRM Panellist, Strategic Account Executive at Salesforce, the global CRM system
- Peter Richards, B2B Expert Panellist and CEO at Deep Manufacturing, that accelerate the production of large-scale metal component parts across the UK and Europe.
Their combined expertise offers attendees a rare opportunity to learn from leaders who’ve delivered results in complex, competitive markets.
Donald Horsfall, CIM Scotland Board Member and Aberdeen Events Ambassador, will lead the evening. Speaking ahead of the event, he said:
“In a world where AI is accelerating everything from content creation to customer segmentation, the ability to generate meaningful leads and convert them into long-term relationships is a skill every marketer must sharpen. This event is about sharing practical strategies and real-world lessons that help marketers in Aberdeen and beyond stay commercially relevant.”
In Case You Missed it:
Supported by Fifth Ring and Expro North Sea Ltd, the event runs from 17:30 to 20:30, with canapés and refreshments provided. It is CPD-eligible and open to all professionals interested in improving their B2B marketing impact.
To book your place, visit: Mastering the art of lead generation and conversion
