Expanding Horizons Live: Rethinking B2B Marketing

Brand, Data & the Power of AI

As the B2B marketing landscape transforms, senior marketers are under increasing pressure to strike the right balance between brand building, performance optimisation, and leveraging AI technologies. This exclusive half-day event is designed to provide practical strategies, sharp insight, and future-focused inspiration for marketing leaders ready to evolve.

Join CMOs, VPs of Marketing, Heads of Digital and Demand Gen, and performance leaders for an afternoon of expert sessions, collaborative debate, and rooftop networking over drinks.

Details

Thu, 19 Jun 2025
12:30 – 18:00 BST
Live in-person

The Lighthouse,
1 King’s Cross Bridge,
London N1 9NW

What you’ll gain:

Real-world case studies showing the impact of brand & performance balance
Actionable takeaways on aligning your funnel from click to close
Tactical tips to futureproof your search, content and paid media strategy in the age of Generative AI
A high-level view of what’s really changing in marketing – and where your focus should be next

What’s on the agenda?

12:30 – Arrival & Networking (light refreshments)
13:00 – Introduction
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.
13:20 – Panel
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.
13:50 – Networking Lunch (light bites, tea, and coffee)
14:20 – Keynote
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.
14:45 – Panel
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

Why attend

Expert Speakers: Hear from leaders across B2B sectors sharing lessons from the front lines.
Exclusive Insight: Each session is designed to be actionable – no fluff, just what works.
Curated Audience: Mingle with like-minded senior marketers navigating the same challenges.
Incredible Venue: A stunning rooftop location with views, refreshments, and summer vibes.