Please note that this is an invite-only Roundtable.

Right now, the need for marketers to transcend traditional MQL-focused strategies and take on a broader, more commercially-driven leadership role is clearer than ever. As businesses demand greater accountability and measurable results from marketing teams, it’s essential for marketing leaders to shift their focus from isolated campaign delivery to driving business growth through strategic, revenue-oriented initiatives.

This roundtable will delve into the key factors that differentiate a successful commercial marketer from a traditional marketer. We’ll explore how marketing leaders can cultivate and guide teams towards a unified commercial goal, while empowering them to be adaptable and ready to meet future challenges.

Over the past year, Propolis has been instrumental in helping marketing leaders evolve into commercial strategists, but the key question remains: how do we inspire and equip our teams to not only align with but actively drive the strategic, measurable growth we aim for?

This Breakfast Roundtable will explore:

• Best practices for leading teams towards a shared commercial goal
• Practical tools for managing and empowering marketing teams to drive revenue
• A clearer understanding of the essential skills B2B marketing leaders must foster within their teams
• The opportunity to shape the B2B marketing leadership playbook for 2025 and beyond.

This session will serve as a unique opportunity for B2B marketing leaders to collaborate, share insights, and collectively shape the future of marketing leadership. This is your chance to influence the content and guidance that will help elevate marketing teams in the years to come.

2025 is the pivotal moment for B2B marketers, as the entire industry is hurtling towards a fork in the road, with no time to ponder a decision.
At the end of one path lies a world in which marketing is a respected, commercial engine, and a valued voice in the big decisions that will shape the future of our businesses. At the end of the other path lies a world in which our influence fades into terminal decline, and we live out our days on a reactive task wheel until the last human marketers leave the building. This isn’t just bad news for the discipline of marketing; it’s bad news for our careers. If marketers fail to take the right path, we’ll never been seen as invaluable commercial partners, and we’ll limit our own professional advancement.

In this keynote session, the CEO of B2B Marketing, Richard O’Connor, will be joined by finance and markets expert and former BBC News anchor, Susannah Streeter. Drawing on their combined expertise of recent world economic affairs and developments in audience behaviour, this session will provide a unique look at:

• How recent political and economic shifts have affected businesses in the UK and US, and what this has meant for investors and boards controlling budgets.
• How this has impacted the perception of marketing from the board.
• How fundamental changes to buyer behaviour in the past five years have affected traditional approaches to marketing.
• How and why B2B marketers need to re-invent themselves if they’re to take charge of their futures.

This session is an absolute must for every B2B marketer at any level. This is the single biggest challenge we face as a profession. Only by understanding the scale and cause can we overcome this  and become world-class marketing teams central to business strategy.
 

2025 is the critical moment for B2B marketers. We have a once-in-a-lifetime opportunity to step up, speak up and become the commercial powerhouses we have the potential to become. Alternatively, we could miss the moment, and be formally anointed as the ‘pens, PowerPoints and parties’ department. So, how do we grasp the moment and become true commercial marketers?

As with all things, it helps to know what a great commercial marketer looks like to set the standard for all of us.

This panel is your opportunity to hear from industry-leading B2B marketers – marketers who have transformed their marketing teams into teams that are laser-focused on business growth, hold huge sway in the strategic direction of their businesses, and who consistently deliver great creative and the results to boot.

Specifically, this panel will share:

• The fundamental skills that commercial marketers need to build trust and influence in their organisations and drive measurable business impact.
• The challenges that often get in the way of becoming a commercial marketer, and how to start tackling these.
• How these specific individuals have transformed marketing in their organisations.