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.