It’s almost the end of 2020 – and what a year it’s been!

From a ban on in-person engagement, to a never-before-experienced reliance on video conferencing platforms, we pivoted fast – and curated a few new virtual services for good measure.

This year, we’ve delivered 116 events compared to 85 last year, and we’ve won 28 new accounts. We have a strong global presence across the UK, USA and Europe that makes up our 330,000+ database of senior technology decision makers. While the UK is our home territory, our US and EU reach has expanded in 2020, enabling us to reach more C-Level targets than ever before.

Thanks to our dedicated team of 29 chiefs, we’ve been able to adapt and succeed in this new virtual world.

Here’s a snapshot of our year.


We kicked off to a flying start in 2020, continuing from a successful 2019. We hosted a series of live business and networking events in prime locations across the capital.


As businesses around the country closed their doors and prepared for an extended period of remote working, little did we know that that nine months on most workers would still be conducting business from their home office.

In the wake of the Covid-19 pandemic, we lost around 70% of our events in the UK, EU and US overnight. But we didn’t let that dampen our spirit. In a bid to support our clients during those uncertain times, we pivoted and launched an innovative new virtual version of our Chief Wine Officer networking experience – CWO : DIGITAL – in order to adapt and thrive digitally.

Thanks to our wonderful team of dedicated Chiefs, we managed to adapt to the new virtual world quickly and successfully.


With our new virtual services underway, we announced the successful completion of a management buyout. Managing directors Laura Porter, Richard Porter and Craig McCartney joined owners David and Hayley Moore in steering the company into the next era of B2B marketing.

To reflect the changes in management structure, and in light of the creation of our new virtual services, we decided to undergo a brand refresh. Our new human-centric look, inspired by conversations, reflects our new ethos and proposition – as well as our unique prioritisation of human networking to develop meaningful C-suite relationships on behalf of our clients.


Following our new brand launch and the success of our virtual pivot, we introduced our new Digital to Human marketing proposition which turns digital connections into human engagement.

To compliment our new proposition, we launched the Cafe and Boardroom™, hour-long morning business events for smaller groups of tech leaders to enjoy alongside a selection of luxury teas, coffee and biscuits.

We also launched the The Show, a podcast for the c-suite where we talk to influential leaders about how tech is continuing to change the way the world does business.

In keeping with our focus on sparking meaningful conversations, we utilised sound waves to inspire the new Chief Nation logo and brand identity.


As we do every year, Chief Nation embarked on a fundraising challenge to support a cause that’s very close to our hearts. We took on the STEP-tember challenge in order to raise funds for the amazing charity, Think Malawi.

Our mission was to walk the same number of steps it would take to get from London to Lilongwe, Malawi’s capital. For every 10,000 steps that we covered as a team, we donated £1. Our aim was to raise £987.00.

After a month of frenzied walking, we exceeded our step target and raised a total of £1280!


We couldn’t have been more proud when it was announced that managing director, Richard Porter became one of 2020’s 40/Forty winners!

Since joining Chief Nation in its infancy, Richard helped grow the agency from the ground up – having done almost every job along the way! From hosting global Chief Wine Officer events – both live and virtual – to single-handedly creating the best Zoom quizzes, Richard is a dedicated and supportive leader, and makes Chief Nation a creative, fun and rewarding place to work.

We’re so pleased that his dedication and commitment to the world of marketing has been recognised by such a prestigious awarding body.

Generating Face-to-Face Engagement, Virtually report

With the year drawing to a close and a return to face-to-face engagement nowhere in sight, we wanted to uncover what new, holistic approaches marketing and sales leader had been utilising to thrive in an increasingly digitally connected world.

We reached out to 50+ carefully selected B2B technology marketing and sales leaders across the UK, US and Europe to discover how they’re replicating face-to-face engagement virtually, and how it’s impacting pipeline. We then interviewed a select few respondents to gain even deeper insights.

In an exclusive report, we presented the findings from our extensive outreach to provide B2B technology leaders with the knowledge and insight necessary to thrive virtually and beyond.



As we approached the end of 2020, we decided to take a look at the 2021 B2B marketing trends that are likely to emerge in the year ahead. From digital acceleration, AI and agile marketing, we curated a marketing bible for leaders everywhere.

Afterall, one thing’s a constant in B2B marketing: it’ll keep on changing.

A new chapter

A year for the history books, 2020 has been tumultuous to say the least. While recent events have resulted in challenges to face-to-face engagement, they’ve also shed light on the way that human value can be generated through the most challenging of times.

Out of adversity came opportunities to adapt, grow and develop into the B2B engagement agency we’re proud to be. We’re looking forward to the year ahead and the adventures that await…

Get in touch to discuss your marketing strategy for 2021