Inside Deloitte’s ABM: A Case Study Behind a Strategic Win

Who’s Really on Your Website? Navigating Risk and Opportunity in the Agentic Web

As  human and agentic customer journeys merge, the former paradigm of “blocking bad bots” simply doesn’t stand up anymore.  How can companies protect themselves from harmful automation while still supporting AI-assisted customer journeys?

In this fireside chat, Edwin Choi, Chief Customer Officer at CHEQ speaks candidly about the rapidly changing landscape of the agentic web.  Identifying the entity and intent of who’s engaging with your website becomes a critical moment of both risk and opportunity.

Houston, we have a problem—your AI is missing the “why” behind buyer decisions

Dani Talbot
Head of Marketing
Clozd

Revenue performance often looks stable … until it isn’t. In this session, we’ll draw on lessons from Apollo 13 to show how traditional revenue systems surface signals, not root causes. CMOs will learn how AI-powered feedback collection, analysis, and querying uncover the context behind buyer decisions—helping teams diagnose pipeline gaps earlier, identify hidden revenue risks, and drive smarter growth decisions.

Authority Has a New Algorithm: How AI Is Rewriting Brand Authority

AI hype is everywhere; real adoption is quieter. This session brings together an agency/platform CEO, client-side CMO and a B2B publisher to explore what’s actually working today. From AI powered media planning and smarter campaign decisions, to how enterprise marketing teams are using AI to work faster and more effectively, + how publishers are combining AI, data and authoritative content to help brands stay top of mind before and during the buying journey, including when prospects turn to AI tools to research their options

Each panelist brings a different perspective on how AI is changing marketing today. The conversation focuses on three areas: how AI tools and dedicated platforms can analyse vast amounts of media and audience data to make planning faster, smarter and more cost effective; how marketing teams are putting AI into practice to improve workflows, decisions and performance; and how publishers are using AI to surface stories and insights from large datasets, informing content strategies that build brand authority and visibility as buyers increasingly use AI to research their options.

Designed as a fast moving conversation rather than three separate pitches, the session brings these perspectives together to give attendees a practical picture of what AI enabled marketing looks like today.

In Brands We Trust: Why Credible Media Delivers for Advertisers

As AI-generated content proliferates, attention fragments and scepticism grows, where a brand appears can matter as much as what it says. Jamie Jouning, Global Head of Advertising at The Economist, Tara Marsh, Executive Vice President, Global Practice & Account Marketing, Bain & Company and Tina Allan, Global Chief Solutions Architect at McCann examine why credible media environments matter—and how research, thought leadership, branded content and advertising can work together to earn trust, command attention and create lasting value.

How B2B Creators Are Influencing Million- Dollar Decisions

Jack Appleby
Founder
Future Social

B2B buyers don’t just read analyst reports anymore—they learn from B2B Creators.

Many operators, practitioners and niche experts have become true influencers, building loyal audiences every B2B brand needs to reach. Jack Appleby breaks down how B2B creators are shaping big buying decisions, how the best brand partnerships work (and where they fail), and how to build a B2B creator program that actually moves pipeline.

Creator marketing isn’t just a consumer play anymore. In this 30-minute session, Jack Appleby, LinkedIn Top Voice & creator of the Future Social newsletter, gets practical about what’s working in B2B right now. He’ll cover how to find creators your buyers already trust, how to brief them without killing what makes them good, why one-off posts rarely work in long sales cycles, and how to show impact to a CFO when a deal takes six months to close. Expect real examples, honest takes on what’s overhyped, and a clear playbook you can bring back to your team for 2027.

The New Model for B2B Briefing

The untapped potential in B2B briefs: why B2Bs keep asking the wrong questions in their RFPs—and the new model for B2B briefing. Drawing on research with 426 senior marketers, Ledger Bennett and StackAdapt reveal where current approaches fall short across planning, omnichannel execution, measurement and AI. Discover four practical frameworks to create stronger briefs, align teams, evaluate performance and make AI decisions with confidence.

B2B marketers have access to more channels, data and technology than ever—but many briefs still rely on fragmented processes and outdated assumptions. The result is a gap between what teams set out to achieve and what they can effectively evaluate.

Based on research with 426 senior marketers, this session explores how B2Bs can rethink the way they define challenges, collaborate with partners and assess results. Ledger Bennett and StackAdapt will unpack the most common weaknesses in today’s briefing and RFP processes, from disconnected channel planning to unclear measurement and inconsistent approaches to AI.

The session introduces four practical frameworks designed to make B2B marketing more focused, joined-up and accountable. Attendees will gain a clear structure for turning better questions into better briefs—and better business outcomes.

Why In-Person Experiences Are B2B’s Competitive Advantage

Salesforce and Sparks will explore why in person experiences have become one of the most powerful ways to accelerate relationships and drive business growth. From measuring the commercial impact of live experiences to designing events that audiences actively choose to attend, they’ll show why the future of B2B marketing is creating more meaningful human connections.

The B2B Customer Journey Is Disappearing. What Comes Next?

AI is changing not just how B2B buyers discover and evaluate businesses, but who, or what, makes the decision. As we move from Business-to-Business towards Business-to-Agent and Agent-to-Agent commerce, traditional assumptions about brand, sales, customer experience and growth are being rewritten.

This session explores what happens when AI agents increasingly research, recommend, negotiate and transact on behalf of customers and businesses, and what B2B leaders need to rethink now.