GRAND HALL 1&2

Last year, we introduced Marketing Experience (MX) and explored why modern B2B marketing feels overwhelming—too many tools, disconnected systems, and teams working hard just to stay afloat, often without clarity or control. But complexity isn’t the real problem. The reality is harsher: most teams are operating in environments where the risk isn’t just struggle—it’s falling behind.

This year, we return with data from one of the largest studies in this space—cutting through the noise to reveal a clearer picture of what’s really happening.

It shows that B2B marketing today is defined by three outcomes: teams that sink under the weight of complexity, those that manage to stay afloat, and a distinct group that rise above it.

Our findings challenge conventional thinking. The difference isn’t budget or headcount—it’s the ability to synthesise and harmonise data, technology, and processes into something cohesive and controllable.

We’ll share practical lessons from the teams that are rising above—those who’ve moved beyond coping to operating with clarity, coordination, and confidence. The ones who make it look effortless, while others are still fighting to stay afloat.
Because in today’s marketing landscape, survival isn’t success. The real advantage belongs to those who rise above.

• What separates teams that sink, stay afloat, or rise above in today’s MX landscape  
• Why so many marketing teams are stuck just staying afloat — and how to break free
• How to unify data, technology, and processes to move from survival to growth
• Practical steps to shift from reactive execution to clarity, coordination, and control
• How to assess where you stand — and what it takes to rise above

Marketing success in 2026 comes down to this: not doing more, but orchestrating what you have to rise above.

Session Takeaway: Generate your own report using IMG's marketing experience (MX) assessment, follow the QR code in this keynote for more details.