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.