Expanding Horizons Live: Rethinking B2B Marketing

What attendees gained:

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What was on the agenda?

• 12:30Arrival & Networking (light refreshments)
• 13:00Introduction
  What Generative AI means for marketing How AI is rewriting marketing playbooks across SEO, PPC, and content. In this session, we’ll explore how Generative Experience Optimisation (GEO) is changing how brands appear in search, paid media and content channels. We’ll share how B2B marketers can adjust workflows, optimise creative, and stay visible in a world dominated by AI. Learn how to turn disruption into competitive advantage.
• 13:20Panel
  Branding vs Performance – Finding the sweet spot Smart budget allocation in uncertain times. Too often B2B marketers are asked to choose between long-term brand equity and short-term performance. This keynote unpacks how leading brands balance both. We’ll cover frameworks for prioritising media spend, lessons from real campaigns, and what creative effectiveness means in the age of AI.
• 13:50Networking Lunch (light bites, tea, and coffee)
• 14:20Keynote
  What B2B Can Learn from B2C: Building Trust Beyond the Funnel Speaker: Sharon Hegarty, Marketing Consultant. Former SVP, Corporate Marketing at BBC Studios, Marketing Director at Samsung, Virgin Media, Sky What can B2B marketers take from B2C when it comes to building real trust beyond the sale? Sharon Hegarty draws on her experience with major media and consumer brands to explore how emotional intelligence, authenticity and creativity translate in the B2B world.From the ups and downs of big sponsorships to rethinking how we measure brand vs. performance, Sharon shares ideas that push marketers to take a more human approach. Expect practical insights on channel use, brand building and why relationships still matter most.
• 14:45Panel
  Sales & Marketing Alignment: Turning Talk into Action Sales and marketing alignment has long been a goal for B2B organisations — but in today’s landscape, it’s more critical than ever. In this session, senior leaders from both functions come together to discuss what true alignment looks like, where the biggest challenges lie, and how teams can work together more effectively to drive pipeline, revenue, and long-term growth. Expect a thoughtful debate with real-world insights and actionable strategies.
• 15:15 Roundup & final insights
• 15:25 Rooftop networking (food, beer, wine, and conversation)
• 18:00 Event ends