GRAND HALL 1

Your case study video isn't competing with your competitor's case study. It's competing with Netflix. When a CFO opens their laptop at 8pm, your webinar is one click away from The Bear. The brands winning attention have stopped asking "is this good for B2B?" and started asking "would someone actually choose to watch this?" They're producing documentary series, serialised podcasts, interactive games, and cinematic brand films—not content, but entertainment.

Our analysis of 1,000+ B2B campaign submissions found 23% now use consumer-grade entertainment—and these campaigns are 2.5x more likely to report record-breaking outcomes, with median pipeline of £26M versus £6.8M. The twist? Median budgets are just 20% higher, with multiple examples under £25,000. Boring is the expensive choice.

This session reveals what separates genuinely engaging B2B content from corporate messaging nobody asked for—and how any organisation can make the shift.

Learn

• Which entertainment formats deliver results—from serialised, narrative-driven podcasts to video series (83% exceed targets) to gamification (60% report record-breaking outcomes)
• Why the budget objection is a myth—and how brands are creating effective entertainment campaigns for under £25,000
• What makes entertainment actually entertaining—the storytelling principles that separate content people choose from content they skip
• How smaller companies can outperform bigger competitors—by moving faster, taking creative risks, and telling more authentic stories
• Real examples from award-winning campaigns—including a law firm that 17x'd event attendance and a travel brand that achieved 6x lead growth

Key takeaway

Entertainment-based campaigns are now mainstream in B2B, are affordable, can be used against any objective and are increasingly powerful in an AI dominated world where buyers are crying out for human and engaging messages.