2025 Annual Conference

2025 Annual Conference | B2B Day

2025 Annual Conference — HUMANS OF B2B: THE CHANGE LEADERS

Which change leader will you be? Find out at #B2BDay.

As the rules of B2B marketing are being rewritten in real time, many different kinds of leaders are needed to navigate the change. Which will you be? At this year’s B2B Day, you’ll hear from creative leaders, insights leaders, talent leaders and more, all seeking to navigate, embrace and lead change in their own unique ways.

Join us and hear how each of these leaders is balancing technology with humanity to create culture, connection and resilience. Get inspired and discover new ways that you can lead change within your organization and career. Whether you want to turn unknowns into opportunity or make technology work for people not instead of them, this event should not be missed.

Embrace and nurture your inner change leader. Sign up today.

Event Speakers & Sessions

Setting the Stage for Change

Charlotte Howard, Executive Editor of The Economist opens the day with a global perspective on the forces shaping business today—from geopolitical shifts and economic uncertainty to the rise of AI and changing social expectations. Her insights will set the tone for a day focused on navigating complexity with clarity, creativity, and purpose.

Charlotte Howard, Executive Editor, The Economist
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How AI Is Leveling the Playing Field

This session reveals how organizations are using generative AI and machine learning to boost efficiency, personalize outreach, and supercharge creativity. The takeaway? You don’t need a giant budget to make a big impact—you just need the right tools and a willingness to experiment.

Jennifer Ball, CMO, Franklin Templeton
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Jeffrey Colen, Head of Demand and Growth, Cohere
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Palash Soni, Co-Founder & CEO, Goldcast
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When Creativity Meets Technology – Breaking Formats, Building Connections

This session explores how B2B marketers are pushing creative boundaries by reimagining the tools and platforms we take for granted. These standout innovations showcase how technology, when used imaginatively, can create deeper connections to drive faster innovation.

Michael Aimette, CCO, FCB NY
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Jaime Robinson, Co-Founder and CCO, JOAN
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Camila de Almeida Prado, CEO & Partner, Gut
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Synthetic Research — The New Frontier in Customer Understanding

Why wait weeks for traditional research when AI can simulate insights in minutes? This provocative panel examines how synthetic research tools—powered by large language models and digital twins—are reshaping how B2B marketers develop personas, test messaging, and anticipate customer behavior. But with great speed comes ethical and strategic questions: how real is real enough?

Pedr Howard, Head of Creative Excellence, Ipsos
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Eimear Lambe, Head of Brand Strategy, ServiceNow
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Peter Weinberg, Co-Founder, Evidenza
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Robert Davis, EVP, Strategy, PJA
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“Buyability” as the new B2B Marketing Paradigm

B2B marketers have a huge value attribution problem and it’s getting worse. Only 1% of marketing qualified leads result in actual revenue being generated. Instead of focusing on vanity metrics and optics, we should focus on value and outcome. This requires to see things from the perspective of B2B buyer groups. What gives a group of buyers confidence to buy from you, and what is marketing’s role in creating value all the way from first impression to deal close? The answer is found in understanding “Buyability”, and how to become the brand that is bought.

Jann Schwarz, Senior Director of Marketplace Innovation, LinkedIn
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Talent in Transition — Future-Proofing in the Age of AI

Marketing is being reinvented in real time. Hybrid work, creator-driven influence, and AI are rewriting the rules of the game. Today’s marketing leaders must rethink team structures, embrace new talent models, and upskill fast to stay ahead. In this session you will hear from industry leaders ideas for future-proofing yourself and your teams to thrive in an AI-powered world that changes by the day–all while the importance of corporate reputation and brand have never been more critical.

Sheevani Raikundalia, Executive Head of Financial Advertising Sales, Bloomberg Media
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Erika Serow, Partner, Chief Marketing Officer, Bain & Company
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