Key Takeaways
- The B2BMX Summit at Advertising Week New York expands its programming with new sessions that give CMOs and senior marketers practical insight into ABM, AI, buyer intelligence and live-event strategy.
- Across the lineup, the core message is clear: Modern B2B growth depends on moving beyond surface-level signals. You’ll need sharper data, stronger authority and more human experiences to drive revenue.
The countdown is almost over. With the B2BMX Summit at Advertising Week New York just three days away, speakers from Deloitte, CHEQ, Clozd, Red Kite, TechFinitive.com, R-ai, NetApp, Finance of America, StackAdapt, Havas, Twilio, Sparks and Salesforce are set to take the stage and break down the current state of B2B advertising.
B2BMX anchors a dedicated pavilion inside AW New York 2026, showcasing leading B2B solution providers across demand generation, ABM, content strategy and sales enablement. The show is in Midtown Manhattan, and it puts you shoulder to shoulder with decision-makers from industries you won’t find at traditional B2B shows.
Beyond the B2B programming, expanded focus areas keep you close to what’s next: creator influence, gaming culture, brand innovation, media transformation and audience engagement. It’s the full picture, from the boardroom to the timeline.
What B2B Marketers Can Expect at Advertising Week New York
From Oct. 5-8, 2026, Advertising Week New York takes over The Penn District for four high-energy days. Marketing, media, technology and culture crash into each other, and something better comes out the other side. In three days, you’ll be in the room where it happens.
View From the CTO: The New B2B Programmatic Strategy Playbook kicks off the day with a fireside conversation on why programmatic is now an integral part of the B2B advertising ecosystem and what that means for clients and audiences alike. Red Kite founder Julian Lloyd Evans sits down with Funnel Fuel CTO Adam Johnston in this Funnel Fuel-sponsored discussion. They’ll show how key experience and learnings from B2C help you reach the B2B buyer, build successful infrastructure and deployment, optimize inventory and open new market opportunities.
Inside Deloitte’s ABM: A Case Study Behind a Strategic Win, presented by Intentsify, tracks how account-based marketing moved from niche tactic to the heart of modern B2B strategy. You’ll see how one program turned a focused pilot into a measurable revenue driver. Allan Kirkpatrick, National ABM Leader at Deloitte, leads the session. He built Deloitte Canada’s ABM program from the ground up, and he’ll share the framework, tools and decisions behind it, grounding every point in the real choices practitioners face. Expect specifics, not theory.
How Deloitte Turned ABM Into a Measurable Revenue Driver
Next up, Who’s Really on Your Website? Navigating Risk and Opportunity in the Agentic Web brings together Edwin Choi, Global Chief Customer Officer at CHEQ, and Erin Becker, Director of Digital Experience Intelligence at Twilio. In this fireside chat, Choi and Becker speak candidly about the fast-changing agentic web, where identifying the entity and intent behind every visit to your website becomes a critical moment of both risk and opportunity.
Revenue performance often looks stable … until it isn’t. In Houston, We Have a Problem: Your AI Is Missing the “Why” Behind Buyer Decisions, Dani Talbot, head of marketing at Clozd, draws on lessons from Apollo 13 to show how traditional revenue systems surface signals, not root causes. You’ll learn how AI-powered feedback collection, analysis and querying uncover the context behind buyer decisions. The payoff: Diagnose pipeline gaps earlier, spot hidden revenue risks and make smarter growth decisions.
AI hype is everywhere. Real adoption is quieter. Authority Has a New Algorithm: How AI Is Rewriting Brand Authority explores how large language models became the world’s most influential editors. They decide which brands get cited, recommended and trusted by B2B buyers. Being scored is unavoidable. The real question is what that scoring methodology actually rewards. How do AI platforms decide which publishers, sites and sources count as “authoritative”? And what do brands get wrong when they chase the hype instead of understanding it?
The panel brings agency, platform, B2B publisher and client-side perspectives to the stage:
- Jonathan Kitchen, Managing Director, Red Kite
- Chris Cannon, CEO and Founder, TechFinitive.com
- Izzie Rivers, Founder and CEO, R-ai
- Sue Pulendran, Vice President, Demand Marketing, NetApp
Why Brand Authority and Buyer Insight Are Rising on the 2026 Agenda
As AI-generated content proliferates, attention fragments and skepticism: grows, where a brand appears can matter as much as what it says. The session titled In Brands We Trust: Why Credible Media Delivers for Advertisers, presented by Economists Enterprise, tackles this issue with a panel consisting of Red Kite’s Julian Lloyd Evans, McCann’s Tina Allan. and The Economist’s Jamie Jouning who will 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.
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. How B2B Creators Are Influencing Million-Dollar Decisions is a session featuring Jack Appleby, LinkedIn Top Voice & creator of the Future Social newsletter, breaking 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. Appleby will 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 draws on research with 426 senior marketers to reveal where current approaches fall short across planning, omnichannel execution, measurement and AI. Finance of America’s Angela Tribelli, StackAdapt’s Giuseppe La Rocca and Havas’ Michelle Nagelberg will explore how B2Bs can rethink the way they define challenges, collaborate with partners and assess results, unpacking 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.
In Why In-Person Experiences Are B2B’s Competitive Advantage, Salesforce Vice President of Experience Strategy and Executive Marketing Madeline Schofield partners with Sparks President Melissa Levy. They’ll 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 audiences actively choose to attend, they’ll show why the future of B2B marketing runs on more meaningful human connections.
The B2B Customer Journey Is Disappearing. What Comes Next? closes out the day with a chat on AI is changing not just how B2B customers 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, Stein’s Tom Stein and EY’s John Rudaizky explore what that means for the customer journey, brand, experience and growth, and what B2B leaders need to rethink now. This session brings together senior business and marketing leaders to explore 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.
Why the B2BMX Summit Is Worth the Trip
Every session at the B2BMX Summit delivers what B2B marketers value most: proven strategies, credible speakers and takeaways you can apply the moment you leave the room.
The summit is built for the marketing managers, directors and CMOs shaping decisions at mid-to-large enterprises. Each session pairs concrete detail with the peer-to-peer perspective that makes attendance worth the trip, and the B2BMX pavilion puts the solution providers behind demand generation, ABM and sales enablement within arm’s reach. Registration for Advertising Week New York 2026 is still open. Claim your spot now.