What's on the agenda?
The B2B Ignite 2025 agenda is packed with exclusive research, insights, and evidence to show you what’s changed in B2B, and what’s coming next. You’ll hear detailed, no-holds-barred case studies: exactly what’s working, and what’s not. And with more than 70 speakers and hands-on workshops to choose from, your whole team can find relevant, practical advice for their specific needs.
Take a look at the agenda below or download it as a PDF!
Marketing is on the hook for revenue. Organisations are investing millions of dollars into their content but a widening gap exists between content investments and the revenue it generates.
The Revenue Gap Report, based on insights from over 500 UK & US B2B marketing leaders reveals a troubling disconnect: while 95% claim confidence in linking content to revenue, the numbers tell a different story - one that's costing businesses growth and profitability.
In this session, we’ll unpack the key findings from the report and provide actionable strategies to close the revenue gap. Get ready to learn:
- How to create a marketing strategy that goes beyond MQLs to drive real revenue impact
- How global businesses like 8x8, Kantar & Peoplesafe are successfully driving revenue from content
- 3 proven playbooks to help you turn content into a revenue engine - starting now
Many B2B marketers feel overwhelmed by high volumes of unstrategic tasks and struggle to get the results demanded of them. The reason? They’re not starting with a solid strategy, and their businesses often don’t understand marketing properly. Most aren’t even sure where to begin with writing a successful marketing strategy!
In this session, we'll introduce the key steps to creating a simple marketing strategy that leads to real results and almost guarantees leadership buy-in.
Track: Harnessing Creativity
Today’s self-directed B2B buyers are overwhelmed by increasingly cynical about the mountain of content and sources available to them to ‘aid’ their decision making. AI is making a bad problem worse, reducing the cost of content output, often at the expense of quality or objectivity, flooding already saturated markets. Simply put, B2B marketing has a problem with trust. So what can we do about it?
In this session, leveraging insights gleaned from the B2B Marketing Awards (the world’s biggest B2B marketing celebration), and his forthcoming book, Joel Harrison will explore this growing trust gap in more detail, examining the causes and implications, and going on to discuss practical solutions based on real world examples. Joel will focus on the following in particular:
- How thought leadership is being reinvented in a trust-impaired world
- How to optimise the impact influencers and intermediaries
- Cultivating advocates and advocacy
- Building trust in the sales conversation
Track: Authenticity and Brand
People don’t move through a traditional buyer journey anymore. The standard, go-to strategic frameworks don't always reflect the shifting priorities, tricky decisions, and unpredictability of decision-making processes today. That is why at Revere, we created a new approach to the buyer journey, which we call the ‘Wheel of Consideration’. In this hands-on, practical session we’ll explore the benefits of keeping buyer behaviour at the heart of your strategy, unpack your challenges and share real-world examples.
Key learning points:
- How the model can help you adapt to the latest trends in buyer behaviour
- Identify which stages of the buyer journey are most important to your business to achieve marketing success
- Practical techniques to engage buyers throughout their buying process
- Manage, educate and inform your stakeholders on the value and importance of understanding the buyer journey
Track: Skills Development Workshops Room 2
This session will explore:
• How to go beyond alignment to build a cohesive team that works together to achieve shared goals, and works with shared metrics and accounts.
• Overcoming collaboration challenges like silos and resource allocation, managing conflict productively and ensuring teams are working together seamlessly
• Alignment and achieving true collaboration between marketing, sales and services.
Track: Skills Development Workshops Room 1
This session will explore:
• How marketers can align with the agendas and priorities of the C-suite and demonstrate success - on a personal and departmental level.
• How marketers can tell a data story that builds buy-in, trust and influence at the top table and enhance marketing’s strategic and commercial impact.
• What areas of business do marketers need to engage with to become “commercial marketers."
Track: Marketing Leadership: What's Next?
Great storytelling is the secret weapon B2B needs to thrive. In this session, Cath reveals how marketing redefined Flintfox’s trajectory, transforming it into a powerhouse. By ditching jargon, refining its message, and adding a sprinkle of AI, Cath drove 350% business growth.
From bold rebranding to record-breaking results, she shows how storytelling connects with customers, inspires teams, and delivers measurable impact—transforming strategy, culture, and performance while elevating B2B marketing to new heights.
In this session, delegates will learn how to:
• Be brave with storytelling – prioritising customer pain points, not just product features!
• Be brave with technology - leveraging AI to enhance productivity and efficiency enabling small teams to achieve cost-effective growth.
• Think like a B2C marketer and use short, engaging narratives to create impact.
Track: Harnessing Creativity
'Brand to demand' is a popular aphorism of the way that marketing teams should work, but behind it lies a complexity of how you plan, prioritise and execute marketing across teams, functions, specialisms and channels. It implies a hand-off from one team to another, whereas from a customer's perspective they simply see an organisation that speaks with one voice or many. True connection of brand to demand is as much about how you work as the work you do.
Track: Authenticity and Brand
Join Corinne Doherty, Director of Account Based Marketing at Kyndryl UK, as she shares her insights on the power of human connection in her 1:1 Account Based Marketing (ABM) strategy. This session will explore how focusing on shared values and creating engaging experiences can transform customer relationships and drive business success.
Corinne will present a compelling case study on how a simple initiative, like a collaborative beach clean-up with a customer, evolved into a significant partnership that strengthened relationships and advanced sustainability goals. She will demonstrate how evolving the experience continues to educate and engage on both personal and business levels, building Kyndryl’s reputation in the process.
Track: Harnessing Creativity
This session will explore:
• How a tailored GTM strategy drives product success, customer engagement, and market penetration.
• How to structure teams and processes, like Revenue Operations (RevOps), to streamline operations and boost productivity.
• How to design an effective technology ecosystem to drive business efficiency, centralise data, and enhance customer experiences
Track: Making Data Meaningful
This debate will explore:
• Whether efficiencies in content creation necessarily come at the cost of more of a humanised, emotional marketing.
• Whether AI-driven messaging will kill creativity and push B2B Marketing to become overly generic, inauthentic and formulaic.
• Whether AI-driven technologies allowed marketers to tailor content to buyer-journey risks making marketers redundant.
Please note this session runs from 12:05-12:50
Track: New Methods and AI
Clear, sharp writing is essential if you want your content to win trust, engage audiences, and make your point to busy B2B decision makers. But how can you do that in a technical or regulated market, without “dumbing down”?
Grab a plate of lunch, and bring it along to this informal taster for our popular B2B copywriting course. You’ll get practical tips and advice to help you write sharp, authoritative copy and – crucially – convince your stakeholders to agree to a clearer writing style.
Among other things, you’ll learn:
- How to separate the technical details you need from the buzzwords you don’t
- Simple, effective alternatives to help you cut out common B2B nonsense
- When and how to measure your content’s readability
It’s a great opportunity to refresh your approach to B2B writing, and pick up some tricks of the trade (and you’ll still have time left over for networking).
Lunch break for all attendees and a chance to network and visit the sponsor stands.
Join us for a relaxed and informal networking lunch at the B2B Ignite Conference. This session offers a unique opportunity for solo attendees and small to medium-sized enterprises (SMEs) to connect, share insights, and explore potential collaborations. Whether you're looking to expand your network, seek new business opportunities, or simply exchange ideas with like-minded professionals, this session provides a valuable space for meaningful conversations in a friendly atmosphere. Don't miss out on this chance to grow your professional network!
This session will explore:
• How to speak the same language as your CFO.
• How to take more control over your value-creation plan and build influence over your
• The key KPIs to report to their CFO, and how to move away from a narrow focus on marketing metrics to having real business impact.
Track: Marketing Leadership: What’s Next?
As a challenger brand in a mature market (CRM), with two dominant players, the same old playbook was not going to work. The CMO devised a radical new strategy. Grounded in market research, the plan was to call out the existing big brands as providing 'Bullshit CRM', and positioning Workbooks as the 'no-BS alternative'.
The result was a bold, creative and award-winning campaign that pulled the rug out from under Workbooks’ competition.
In this session, delegates will learn
1. How to pitch and achieve buy-in for radical ideas.
2. The importance of emotional resonance for connecting with B2B audiences and why, for SMEs, playing it safe means being ignored.
3. How to balance data with creativity.
4. Why traditional channels are still indispensable.
5. The power of focusing on differentiation and long-term brand recognition, over immediate conversions.
Join this session to learn how to run a bold and disruptive marketing that connects with customers and undercuts the competition.
Track: Harnessing Creativity
In today's data-driven B2B landscape, CMOs face increasing pressure to quantify how investment in brand drives real business outcomes. Our panel brings together industry experts who understand the challenge of translating brand marketing campaigns into metrics that make sense to leaders.
Our panel reveals what CEOs and CFOs actually want to see when evaluating brand performance. Panellists will share years of experience quantifying how bold B2B approaches create lasting industry change as well as sharing practical frameworks that have helped brands measure transformation beyond traditional metrics.
Moderated by alan’s Benedict Buckland (MD and Chief Strategy Officer), this session bridges the gap between marketing ambition and business scepticism. Attendees will gain valuable insights into effectively positioning brand in B2B marketing, developing meaningful metrics that demonstrate how brands drive industry transformation, implementing practical frameworks for measuring ROI on bold marketing investments and employing strategies to secure C-suite, especially CFO, buy-in for innovative brand initiatives.
Whether you're struggling to break through in crowded markets or facing persistent pressure to justify brand investments, this session will set you up for success.
Standing out, staying front of mind, and building genuine connection with buyers isn’t always easy in B2B. But as social media plays an increasingly prominent role in buyer research and decision-making, there’s a huge opportunity to engage your audience in a more authentic and meaningful way.
This workshop is designed to help you and your team leverage the power of personal branding, increasing visibility, building credibility, stimulating demand, and strengthening relationships with peers, prospects, and clients. You’ll get practical tips on optimising your LinkedIn profile, creating social-first content that actually resonates, and turning online interactions into valuable conversations.
Track: Skills Development Workshops Room 1
This session will explore:
• How to build a data-centred case for creative, “risky” and out-of-the-box campaigns through performance metrics from similar campaigns, competitor analysis and audience insights.
• Risk mitigation strategies backed by data including A/B testing plans, performance monitoring and clear success metrics.
• How to achieve cross-functional buy-in and executive alignment for creativity.
Track: Harnessing Creativity
In today's B2B marketing landscape, there's a growing emphasis on a more human and emotive approach. However, achieving this consistently in a complex, matrixed PS firm is challenging.
Hear how one firm has tackled this, embracing the power of the individual & celebrating human connections by:
- forging a rebrand in the midst of the pandemic
- activating employee-led marketing through authentic storytelling
- leveraging technology to empower lawyers to become content creators
- enabling professionals to best use content for their own sales outreach
Hear lessons learned & what's coming next...
Track: Authenticity and Brand