B2B marketing · Content · Events
B2B marketing that turns insight into pipeline
I’m Laura Llames. I lead global content strategy for IDC’s events, and for 8+ years I’ve connected research, content and demand generation to revenue.
8+ years
in B2B marketing, from research analyst to global content strategy
3 regions
North America, EMEA and APAC covered by one content strategy
60K+ visits
from data-driven thought leadership posts in 2024
200+ MQLs
handed to Sales throughout 2024
What I write about
Four topics you’ll find here
Demand generation
Integrated campaigns, nurture and MQL reporting aligned with sales goals.
Content strategy
Narratives and formats that hold up across regions, built with analysts and executives.
Event marketing
From client dinners to global summits: agenda design, promotion and follow-up.
AI in marketing
Practical ways to use AI in research, content and campaign workflows, and to create AI agents.
About
From market data to global content strategy
I started in market research, forecasting the European PC and tablet markets as an analyst at IDC. Starting from data shaped how I moved into marketing: planning campaigns, running events and building content that Sales can use.
Today I lead global content strategy for IDC’s events, working across North America, EMEA and APAC with analysts, senior executives and a content team of two. I also use AI tools to speed up research, drafting and workflows, and I design AI agents that automate repetitive parts of the work.
Based in Spain · Spanish (native) · English (fluent)
Career path at IDC
Education
- Digital Marketing program, ICEMD (ESIC University), 2018
- Master’s in Market Research and Customer Insight, OBS Business School, 2016–2017
- MSc Psychological Research Methods, University of Leicester, 2014–2015
- Bachelor’s degree in Psychology, University of Oviedo, 2010–2014
Blog
Featured writing
Success Stories
Work that moved the pipeline
Client events · 2024
$1M+ pipeline
70+ MQLs and 30–40% close rates
Organized and delivered events for 100+ customers and prospects each.
AI / GenAI campaign · 2024
$100K booked
business from one campaign
Led the regional strategic campaign in collaboration with HQ.
Webinars
1,500+ signups
and a $120K+ pipeline
Production, promotion and nurture, with 100+ requests for more information.
Resources
Tools you can use today
Testimonials
What colleagues and collaborators say about working with me
Laura is a brilliant, creative and customer-centric commercial marketer and always fizzing with ideas to improve things. There has not been a system invented that Laura couldn’t master – she’s great at the nitty gritty as well as the bigger picture things. Great with internal stakeholders at all levels but also with customers. One of the nicest, most talented people I have ever had the pleasure of working with.
Laura is a star. Pleasant to work with, diligent and hard-working. As a marketer she is creative, but grounded in commercial outcomes. Very competent in social media marketing, but also ran corporate events successfully. I would have no hesitation in recommending Laura for any role in marketing: she will exceed your expectations.
Laura is a total pleasure to work with. Not only does she have great marketing expertise, which is a given, she also understands the need for alignment between marketing and sales and that this is how to drive success and clear business outcomes. Her focus on revenue generation as well as high quality campaigns and content make her a sales leaders go to. She is also thoughtful at every stage of the process listening as well as providing considered recommendations. Any organization would be lucky to have Laura on their team.
Laura stood out for bringing new ideas, metrics and transparency to analyst teams. As a result, we improved physical event and digital campaign impact and ROI over time. Laura was very humble and at the same time a great motivator for the teams by making sure she recognised everyone’s contributions.
Working with Laura over the past few years has really redefined in my mind how a marketeer can align so perfectly with a sales organisation. I would recommend Laura to any firm who is looking for a commercially minded professional marketeer that has a strong focus on sales engagement and importantly results.
Laura is a fantastic marketing expert. She made her mark at IDC and I had the privilege to work with her.
Delivered campaigns, webinars, IDC events, social media, which lead to generating great leads. Highly recommended and a person you can rely on who just gets on with.
I had the pleasure of working with Laura and was consistently impressed by her expertise, insight, and collaborative spirit. She played a key role in helping me develop blog content that was both strategically focused and engaging, resonating with our audience while supporting broader business goals. Laura has a strong strategic mindset and a real talent for turning complex ideas into clear, engaging messaging. Her ability to align content with commercial objectives, while staying creative and pragmatic, made her a highly valued colleague. Laura is a great collaborator and someone I’d be glad to work with again any time!
