B2B Commercial Strategy Group - PPA

B2B Commercial Strategy Group

A PPA steering group where B2B commercial and marketing leaders discuss commercial best practice and marketing solutions with peers. Open to PPA members only, this group sits alongside other B2B committees such as Business Media Leaders and B2B Events Leaders.

Chaired by...

Serena McMahon, Managing Director, Haymarket Media Group

Serena has been at Haymarket for over 20 years, beginning her career in sales. She became Chief Commercial Officer across business media, before taking on her current MD role in 2025.

Who's it for

Senior B2B commercial leaders and marketers who want benchmarking, practical answers to shared problems and a peer network of people in similar roles.

Member companies

Typical focus areas

Recruiting and keeping commercial talent
Performance metrics, including using AI to measure and improve performance
Revenue diversification and growth, using best practice case studies

Most recent session

Where next? Thought leadership as a sustainable revenue stream for B2B publishers (with input from external presenter, Exhibit B)

Why clients buy thought leadership and how this is changing
The new metrics that matter
Innovative research approaches to replace the tired survey model
New formats that engage and achieve cut-through
The impact of AI on thought leadership – both positive and negative
Emerging models that save time and get campaigns working faster