B2B Summit
EMEA

3:10pm – 3:50pm

How To Use GenAI To Enhance Content And The Customer Experience

Lisa Gately 

B2B teams are focused on practical use cases where generative AI (genAI) can have impact, such as content and customer engagement. Join your peers to learn and share experiences related to bringing genAI into workflows, building expertise, and enlisting allies to power progress.

Inspired By The Possibilities Of A Revenue Process Transformation — Or, At Least, Curious?

Amy Hawthorne 

The buyer has changed, now with a new set of expectations. Most B2B marketing and sales teams have been running the same plays for over 20 years, and they aren’t working anymore. Teams focused on siloed goals, programs, and metrics working in misaligned processes will continue to struggle. Join us to continue the conversation on revenue process transformation and explore how organizations are:

• Saying goodbye to marketing-qualified leads (MQLs) and hello to buying groups.
• Transitioning marketing and sales activations to being signal-led.
• Changing the conversation and the culture around marketing’s contribution to revenue.

Reimagining B2B Events For Next Generation Attendees

Conrad Mills

B2B event attendees are becoming younger and more diverse. How should you adapt your event planning and experiences to cater for these new GenZ and Millennial attendees? Join your peers for a roundtable discussion on how to plan and adapt your events.

This discussion will focus on:

• The types of event experiences that next generation attendees look for
• The importance of delivering greater levels of personalization
• How to make your events more inclusive, accessible, and sustainable

10:40am – 11:15am

The Future Of B2B Buying Interactions

Anthony McPartlin 

A companion session to the track presentation of the same name, this roundtable provides an opportunity for attendees to explore some of the issues and ideas raised in the presentation around how buyer interaction will evolve, the implications for go-to-market functions, and what organizations are doing already to prepare.

In this session, we will explore:

• The evolution of B2B buyer interaction.
• The key challenges and opportunities that go-to-market (GTM) teams must tackle.
• Where to focus efforts and investment.

Inspired By The Possibilities Of A Revenue Process Transformation — Or, At Least, Curious?

Amy Hawthorne

Inspired by the possibilities of a revenue process transformation — or, at least, curious? The buyer has changed, now with a new set of expectations. Most B2B marketing and sales teams have been running the same plays for over 20 years, and they aren’t working anymore. Teams focused on siloed goals, programs, and metrics working in misaligned processes will continue to struggle. Join us to continue the conversation on revenue process transformation and explore how organizations are:

• Saying goodbye to marketing-qualified leads (MQLs) and hello to buying groups.
• Transitioning marketing and sales activations to being signal-led.
• Changing the conversation and the culture around marketing’s contribution to revenue.

Budgeting For Brand And Demand

How much should B2B marketers spend on capturing demand vs. generating future demand? Join principal analyst John Arnold and your peers for a roundtable discussion about how other B2B companies are answering, or failing to answer, this very important question. The discussion will focus on:

• How B2B marketing leaders are thinking about the interlock between brand and demand.
• How much B2B marketing leaders are budgeting for demand and reputation programs.
• How B2B marketing leaders are measuring demand and reputation programs.

John Arnold