What's on the agenda?

We have a packed agenda this year, featuring speakers from IBM, WIPRO, Mitie, Virgin Media O2 Business and more! You'll join 500+ B2B marketers from 200+ top brands and hear from 70 B2B innovators sharing 100s of new strategic ideas across 8 core content tracks.

Take a look at the agenda below or download it as a PDF!



9:00 AM

This course will teach you how to craft compelling narratives that resonate and relate to your audience to drive business results. Learn how to tap into emotions, build trust, and create a memorable brand image through modern storytelling techniques.

Effective storytelling helps trigger the part of our brain which makes ‘gut’ reactions, the limbic brain. It is an emotional decision-making tool, which predates language. It is here that we decide what we like, love and will spend money on before our logical mind splutters into action. If you start with hard facts rather than emotion, you are already set to fail.

Please click here for more information.

We’ll show you how to create and deliver an insight-driven B2B content marketing strategy that delivers on your marketing goals. Our expert-led B2B content marketing training is designed to help you create compelling content that engages, educates and converts your target audience.

In this practical course, Ruth Connor, marketing director and trainer, will guide you in exploring how content marketing can help you achieve brand awareness, trust and loyalty goals.

Please click here for more information.

McKinsey says writing first drafts is now the most popular business use for generative AI. But you can’t just ask ChatGPT to write your content. With hallucinations, inconsistencies, and originality issues, you need a safe, structured approach that uses AI to amplify your human strengths – while not undermining your brand.

Overseen by B2B copywriting expert David McGuire, this practical, hands-on training will help you understand the capabilities and limits of generative AI, and where it might fit into your content strategy.

Please click here for more information.

This course will give you a complete walk-through of all the fundamentals that you will need to get ABM embedded in your organisation’s approach to marketing & sales. You will gain a highly practical overview of how ABM works, what it looks like in practice, and how to adopt and deliver it successfully in your business.

The ABM Essentials course is one our most established courses with over 700 delegates successfully trained by Faculty ABM expert Robert Norum over the last three years.

Please click here for more information.

8:00 AM

In this 40-minute session, you'll learn:

  • The untapped potential of community in B2B marketing: Explore why McKinsey hails community as "the big thing in marketing for this decade," and how it can revolutionise your customer service, experience, and lead generation.
  • Community Led Growth  and Community Based Marketing demystified: Gain a clear understanding of these powerful marketing strategies, including real-world examples from brands who are successfully leveraging them.
  • From fledgling to flourishing: Whether you're just starting your community journey or looking to optimise an existing one, we'll provide practical tips and thought-starters to help you cultivate a thriving community that fuels your B2B growth.

Join Richard O'Connor, CEO of B2B Marketing, Charles Thiede, CEO and Co-Founder of Zapnito, and Michelle Goodall, CEO & Founder of Michelle Goodall Ltd., for an energising breakfast briefing that will ignite your understanding of Community Led Growth (CLG) and Community Based Marketing (CBM).

9:15 AM

In this keynote, you will learn:

  • A new recipe for brand success
  • How to reprioritise your actions and procedures to create stronger brands
  • How to engage the C-suite in brand 
  • What a strong brand today should look like – and how to enable that across your organisation

Byron Sharp did a great job 10 years ago busting some long-held myths about marketing.  It’s time we did the same on branding. Customers come first, right? Consistency is king, correct? If you’re working with assumptions like this, then this talk is one you can’t miss.

In the 90+ brand projects we’ve worked on - within agencies, as freelancers, and running brands in marketing and brand leadership roles – we’ve found out the hard way that these brand operating assumptions are not the best approach.

Following these assumptions means the C-suite don’t engage. The organisation doesn’t follow through on the brand strategy. The brand can’t show up in the best way.  Marketers and creatives get disillusioned and disengage. The brand doesn’t reach its potential. 

Let us show you another way – and give you a better recipe for brand success.

9:50 AM

In this keynote, you will learn:

  •  How Vertiv’s pilot yielded $1M pipeline within ten weeks 

  • Why one-to-many ABM works like a charm in new markets 

  • The integrated approach that won over sales and leadership

Venturing into new markets or verticals is a bold move. But if you can test the waters to find a scalable winning formula in an untapped market, the rewards are worth the risk.  

Hear Paul Russell, Global Customer Marketing Director at Vertiv, share the story behind an ABM pilot in Australia that led to instant pipeline success, as well as internal demand to roll out the program globally. 

10:25 AM

In this keynote, you will learn:

  • How to align marketing strategies with revenue goals to demonstrate direct impact and ROI
  • How to utilise data analytics and marketing metrics to track and measure the effectiveness of marketing campaigns
  • How to translate marketing metrics into financial terms that resonate with board members
  • Why marketing needs to collaborate closely with sales, finance, and other departments to gain insights and support for marketing initiatives

Join us for an insightful panel discussion where industry experts will share invaluable insights and strategies on becoming a successful commercial marketing leader. Learn how to effectively communicate marketing's impact on revenue to the board and solidify your position as a key driver of organisational success.

11:00 AM
11:25 AM

In this session, you will learn:

  • The fundamental principles of brand building and demand generation in the B2B context.
  • The evolution of these strategies over time and the driving forces behind their change.
  • The unique challenges faced when implementing a two-speed marketing strategy and practical solutions to overcome them.
  • Effective methodologies for measuring the impact and success of your marketing efforts, ensuring both short-term gains and long-term growth.

In this session, Lynzi Ashworth delves into the intricate world of brand building and demand generation within the B2B sector. Drawing upon the seminal insights from "The Long and The Short of It" alongside her extensive experience as a B2B marketing expert, Lynzi aims to shed light on the evolving landscape of B2B marketing strategies.

Throughout the presentation, Lynzi will navigate through the historical evolution of these strategies, pinpointing the pivotal challenges and opportunities that have emerged. With a keen focus on the dual-speed approach to marketing—a strategy that harmonizes the quick wins of demand generation with the enduring impact of brand building—she will offer attendees a comprehensive understanding of how to achieve balance and measure success in today's complex market.

This session is designed for B2B marketing professionals eager to refine their strategies, enhance their brand's presence, and generate demand more effectively

In this session, you will learn:


  • Explore practical examples of AI-driven strategies that go beyond promises to deliver real value 
  • Understand how top marketers can seamlessly incorporate generative AI applications into their daily operations
  • Learn how to navigate the AI landscape 
  • Discover the key tools for using generative AI effectively and responsibly
  • Consider how generative AI tools will evolve in the future

2023 was the biggest year for Artificial Intelligence (AI) yet, and we are still just scratching the surface of what’s possible.   We have seen some incredible advancements, and use cases, which paints a clear portrait of the future, one brimming with possibilities, as generative AI takes centre stage.   

Generative AI has given us new, astonishing capabilities, to enhance our creativity using basic text prompts, ushering in one of the biggest transformative eras of our lifetime.  

Now in 2024 we’re moving into a time of ‘AI in action’ making it a practical tool for people of all backgrounds to use and reap the rewards at work, and in everyday life.   

In this session, you will learn:

  • How B2B brands can harness the power of authenticity to win trust 
  • How Steven Bartlett’s DOAC team create unscripted bingeable business stories 
  • How Vodafone Business (and Steven Bartlett) tap into reality TV entertainment formats to drive results
  • How to find and tell true stories with real jeopardy and emotion in everyday BAU

It’s time for a reality check in B2B: creating more of the same dry, self-serving, brand content isn’t working. Increasingly, decision-makers will ignore business stories if they are dull or they smell a ‘sell’.

To cut through, B2B brands need to tell more true stories with real emotional impact. This session - presented by the creative storytellers Redwood BBDO and the team behind Steven Bartlett’s hit series ‘Diary of a CEO’ - will reveal ways marketers can win in the age of authenticity.
Join Alexandra Didio, Commercial Partnerships Director at Steven Bartlett’s Diary of a CEO, and Nick Duxbury, Executive Creative Director, B2B, at Redwood BBDO to discover:

  • The power of true stories: how being real can win trust, build brand and drive consideration 
  • Lessons in authentic interviews: how the DOAC team approach business storytelling with Steven Bartlett
  • Winning with reality formats: How Vodafone Business and Steven Bartlett are making SMEs the stars in a business reality makeover series 
  • Uncovering the extraordinary in BAU: Ways to tap into the jeopardy hidden in the everyday

In this session, you will learn:

  • How to develop comprehensive plans to prepare for and address potential disruptions.
  • Gain insights into maintaining transparent and empathetic communication with all stakeholders during a crisis.
  • Techniques for making informed and timely decisions in high-pressure situations.
  • Strategies to enhance your organisation’s adaptability and resilience in the face of adversity.
  • How to use digital tools to maintain operational continuity during crises.

In today’s volatile business environment, leaders must navigate through crises with agility and resilience. This session will delve into the critical role of strategic leadership during times of uncertainty, offering insights and practical advice for guiding your organization through challenges effectively.

Join industry experts and seasoned leaders as they share their experiences and strategies for maintaining stability and driving growth amidst disruption. Learn how to develop a robust crisis management plan, communicate transparently with stakeholders, and foster a culture of adaptability and innovation within your team.

In this masterclass, you will learn:

  • How to get all employees on brand and on message on LinkedIn to present a consistent and cohesive brand image to potential buyers.
  • How to help employees understand their roles in the revenue engine and inspire them to proactively post on LinkedIn to educate, influence, and attract buyers.
  • How technology, content, and employee mindset play an equal role in effective program execution.
  • How to think about internal relationship capital and how it negates the need for outdated and ineffective outreach techniques.

Social Selling isn't a new discipline. LinkedIn has dominated the topic since 2012, yet few companies have deployed successful programs that generate meaningful revenue. Unfortunately, the gulf between consistently positive data that demonstrates the power of a strong social selling program and the execution of one has barely narrowed over the past decade.

That changes today.

In this masterclass, Numentum Founder & CEO Dan Swift taps his experience launching LinkedIn's own social selling business and the Sales Navigator platform to provide marketing professionals with a clear framework to partner cross-functionally to deploy, execute, and maintain an effective program.

The results? Digitally empowered employees who provide better buyer experiences that foster customer loyalty, increased customer lifetime value and drive long-term growth.

12:05 PM

In this session, you will learn:

  • New world brand and demand balance.
  • Complex buying group dynamics in B2B.
  • Understanding channel dynamics.
  • Marketing funnel and sales pipeline alignment.
  • New tools and technologies.

As the marketing landscape evolves in response to profound global shifts and technological advances, the strategies that once drove our successes are being transformed into a new, more dynamic framework. This session explores how the marketing sphere is changing and identifies aspects that remain constant. Attendees will gain insights into how businesses can adapt both their brand and demand strategies to thrive in this new normal. This presentation will equip B2B marketing leaders with innovative ideas, valuable insights, and essential tools needed to navigate the complex marketing environment we all face and establish a more agile foundation for future growth.

In this session, you will learn:

  • Gain insights into how Generative AI is transforming business and society, necessitating new operating models and strategies.
  • How companies are modernizing their data platforms to harness the full potential of Generative AI.
  • How Generative AI assistants can enhance marketing productivity by assisting with tasks like summarising research and generating ideas.
  • How Generative AI enables marketers to deliver hyper-personalised audience experiences.
  • Explore real-world examples of how Generative AI tools are being used to revolutionise marketing strategies and outcomes.

Generative AI is unlike any technology that has come before. It’s swiftly disrupting business and society, forcing leaders to rethink their operating models, skill needs and strategies in real time.

For marketers, Generative AI offers a time to shine.

Companies have long had the data they need to create hyper-personalized experiences. But it’s been housed in disparate data sets across multiple departments, and marketing didn’t have the power to harness it with AI tools. Now, driven by the meteoric rise of Generative AI tools, more companies are modernising their data platforms to be able to take full advantage of AI.

Join us for this fireside chat with Lois Smith, Field Marketing Leader at IBM UK and Ireland, to discover how working hand-in-hand with Generative AI assistants designed for specific tasks – from quickly summarising research to generating new ideas and producing copy – marketing professionals can become more productive while delivering more engaging, truly personalised audience experiences. 

In this session, you will learn:

  • The importance of customer insight for proposition development
  • How to interpret voice of the customer effectively
  • How to distill complex information into a compelling message
  • The value of engaging internal stakeholders and customers
  • The importance of clearly identifying customer needs

Through a savvy yet targeted approach, customer insight laid the foundation for Mitie’s Decarbonisation, Delivered campaign. In this session, Tina Hobart, Head of Insight at Mitie, and Sajjad Ishaq, Insight Manager at Mitie, share how in-house research and insights were utilised to inform as well as measure the success of the campaign. 

In this session, you will learn:


  • How AI delivers intelligence at scale, providing deeper insights and more effective decision-making.
  • Techniques for implementing hyper-personalisation in B2B marketing within budget constraints.
  • How to leverage AI for content creation and campaign management at scale.
  • Strategies for achieving rapid ROI through AI-driven, targeted content creation.

Join Andy Johnson as he unveils the power of hyper-personalisation across B2B campaigns.

Witness first-hand how AI-driven insights streamline targeted content creation, delivering tangible results. Join us to see how HUT 3 accelerates content creation, drives ROI, and transforms your marketing campaigns.

Discover the HUT 3 B2B Cake, a framework designed for efficient ABM and demand campaigns, enabling scalable personalisation within budget constraints.

Explore Enigma HUT 3's AI insights and the innovative studio team's work, raising the bar in content creation and campaign management.

12:45 PM

Measuring the effects of creativity can be challenging. Discover the secrets of judging its impact and how to build a culture of creative effectiveness within your team.

In this session, you will learn: 

  • Discover how vision and industry activism builds B2B brands
  • Learn how to influence your business and shape an inspiring vision
  • Understand what playing an active role in shaping your industry should look like
  • Appreciate the role thought leadership can play as a strategic brand building activity
  • Develop the arguments you need to make the case for long-term brand building

According to B2B leaders, the most compelling attribute B2B brands can possess is a vision for the future of their industry. Furthermore, they are clear that it is those brands that play an active role in defining their sectors that lead the field.Activism is a concept most B2B brands are uncomfortable and unprepared to embrace so what can marketers do to lead their organisations to answer their audience's call?In this panel discussion, we will ask marketing leaders how to get businesses to play an active role and create a powerful vision that builds brand.

In this taster training session, you will learn:

  • Learn to simplify your writing without sacrificing technical authority
  • Gain key transferable skills to improve any asset you write or review
  • Build confidence in your writing through an objective, structured approach

Powerful, effective writing remains a core skill for every B2B marketer. And the more AI gets involved in content creation, the more essential it will be for you to understand what good content really looks like, and how and why it works. Analysing writing objectively – far beyond what you learned at school or simply suggesting something “reads well” – is a valuable workplace skill.

This lunch-and-learn workshop – a taster of our successful course with B2B copywriting expert David McGuire – will focus on a key challenge in all B2B content: the need to write in a clear, engaging way without “dumbing down”. You’ll also learn how to structure your copy to deliver meaning quickly, and grab the attention of busy B2B decision makers.

1:15 PM
2:15 PM

In this session, you will learn:

  • The journey to the position today
  • Timeframes and dependencies for the change happening
  • The likely  "do nothing" impact
  • What options and solutions should we be looking at

The demise of the third party cookie has been on the agenda for a number of years now, but they're still there and being used. 

Well this was all planned to change in 2024, when Google was going to stop supporting them via their Chrome browser. These deadlines now moved again to sometime early 2025.

As we experienced with the GDPR implementation, we need a plan of action for our online marketing, to prevent a sudden drop in enquiries and order volumes when the change happens.

To discuss this topic, Tony Lamb will be joined by Riaz Kanani - CEO of Radiate B2B, and Paul Collier- CMO of FunnelFuel.

This session will run in 2 parts. Firstly, they will look at the background position to today, then they'll look to the future, and what everyone should be thinking about now.

Virtually everyone in the corporate world is well-aware of how sustainability has become mission-critical - it is current and future license to operate.

But talk to a few people within the same organisation, and chances are that they will have different perspectives on sustainability and how their company delivers on it.

Even if you get everyone on the same page, the next challenge is to communicate this complex topic in a simple way that connects with a wide range of stakeholders, and carries through business and functional initiatives both globally and locally. And to top it all, this messaging needs to stand the test of time and withstand greenwashing and legislative risks.

So how do we find our way through this maze?

Listen to Sumit Khatter, Global Vice President at Tetra Pak - a world leader in food processing & packaging solutions - as he shares first-hand experiences and insights from multiple sustainability marketing and communication initiatives, both in the B2B and B2C space, at global, regional and local levels.

You will learn:

  • Drawing the Sustainability red thread through the organisational strategy and culture.
  • Pressure-testing the narrative and building internal and external advocates.
  • Bringing the sustainability story to life - across Marketing, Communications and more.
  • Demonstrating value and ensuring a ‘one-company’ front across business units and geographies.

In this roundtable, you will be discussing:

  • What the role of channel partner marketing is in the development of Channel Strategy
  • What the function of  Channel Partner marketing should cover  -  the roles, responsibilities and skills required
  • How to measure the success of channel partner marketing

For many organisations over 70% of their revenues are driven from working with indirect partners. Yet, channel partner marketing is often considered tactical, reactive and the ‘unsophisticated’ part of marketing. 

 In this roundtable we’ll be discussing what we need to do to change the perception and our approach to channel partner marketing to maximise business growth.

In this masterclass, you'll discover:

  • A practical framework for Buyer Enablement that transcends traditional marketing and sales boundaries.
  • Actionable strategies for creating a seamless, personalised buying experience that not only attracts but also retains and advocates.
  • How to seamlessly integrate buyer experience into your existing processes without overhauling your strategy.
  • Practical tools and frameworks that support decision-making and drive buyer action.

As the buyer landscape evolves, so does the need for a more refined, experience-driven approach. In just 70 minutes, we'll dive into the essentials of Buyer Experience (BX) and how it fits within your broader marketing and sales strategy. Forget the buzzwords and theory; we’re here to talk about real, tangible tools and strategies that you can start applying the moment you step back into your role.

This session is tailored for professionals who are looking to immediately enhance their buyer enablement programmes and strategies

In this workshop, you'll learn:


  • How to debunk outdated branding myths and learn legitimate best practices of a brand that is the path of least resistance to revenue.
  • To uncover how to write the three key messaging components that provoke the prospect to want to have a conversation with you.
  • To clarify how to deploy your brand to get more prospects to the table, more users who click, and more customers who buy.

Stories don’t compel people to buy. Conversations do. Skip the complex and ineffective narratives, and develop the three critical messaging components of a brand that wins more work. This session will teach you how to build a simple yet provocative go-to-market message (brand pitch) that creates compelling common ground with your target audiences, so they ultimately buy from you versus the competition.

2:55 PM

Come and hear about YOU and your amazing power as a marketer. How marketers, uniquely, bring a range of skills that combine to make us the greatest innovators of our time. When we use these skills, with credibility and confidence – we bring innovation to problems that can be revolutionary to our organisations.

Feel like everyone in your organization tells you how to do your job? Feel like AI is poised to take on your creative and productive usefulness? Sales asking for another white-paper? Someone suggesting you get branded umbrellas again? If this sounds familiar, come and remind yourself of your unique set of skills and leave hyped up to go back to your job and shake things up!

Andrea have a three step guide to becoming the most innovative marketer you can be, using your current skillset. This session will include practical advice you can roll-out immediately - including my go-to ‘ask’ for any C level Exec.

Andrea will show you examples where this has worked to solve multiple problems, create opportunity and save teams from over-working and burnout.

In this session, you will learn:
•    How Moody’s shell company campaign generated awareness through 40+ press articles including in Bloomberg, CNN & Fortune, paid & organic social posts, digital ads, an interactive data story, campaign landing page, email outreach, blog posts, a podcast and a webinar
•    Success measures for middle of the funnel consideration
•    How this translated into leads
•    How Moody’s combines marketing tactics for maximum effect

Did you know that only 3-5% of your target audience is ‘in market’ to buy your products or services at any given time?  Campaigns focused on lead generation are missing the opportunity to serve the 95% - 97% of buyers who haven’t yet reached the bottom of the funnel.
Drawing on 30+ years of B2B marketing experience, Christine will share how Moody’s conducts original research to create hero content (ungated) for full funnel campaigns.  
Attendees will come away with an understanding of the power of executing fully integrated campaigns that meet the needs of buyers wherever they are in their journey, not just the 3-5% who are ready to buy right now.

3:25 PM
3:50 PM

In this keynote, you will learn:

  • Understanding the Synergy Between Brand and Demand: Learn how the interplay between brand and demand can lead to a more effective marketing strategy. We will challenge the notion of them being opposing forces, and instead highlight how integrating both can significantly enhance demand generation and Account-Based Marketing (ABM) efforts.
  • The Power of Long-Term Investment in Creativity and Relationships: Audience members will learn about the substantial business impact of investing in creativity, brand building, and nurturing long-term customer relationships. 
  • Practical Insights and Cutting-Edge Examples: Gain practical insights into customer orientation strategies that are crucial for success, along with exciting examples of AI in marketing, including Europe's largest B2B AI-powered marketing case, illustrating how advanced technology can be leveraged effectively in modern marketing practices.

It's not one thing, it's every thing.

Brand vs demand. Demand creation vs demand generation. Long term vs quick wins.

We're in a world that likes to create false oppositions and new trends. But what if the very best latest trend was just 'doing good marketing'? This is a story of what happens when everything works together.

We'll prove the business impact of investing in creativity, brand, and long term relationships. We'll show how that can be a multiplying force for demand generation and ABM.

Yes, there'll be some exciting examples of AI in action (in fact, probably Europe's biggest B2B example of AI-powered marketing). But there will also be some practical talk about customer orientation that actually holds the key to success.

4:20 PM
5:00 PM