Chicago: The Brand vs. Demand Quandary: What Wins in B2B?

London: Setting the Scene: The Age of B2B Effectiveness

A look at the day ahead and a perspective on the exciting B2B marketing landscape and the unprecedented opportunities for brands to lead their respective categories.

Chicago: Rapid-fire Talk: Decoding B2B’s Brand Boom - How brand, community and storytelling boosts growth

Rockstar conferences, Super Bowl ad slots, pithy social media campaigns and sleek new design. It’s B2B - but not as we know it, as the landscape has shifted from a sales-led approach to a recognition that brand-building ultimately boosts growth. With 91% of US B2B professionals feeling equipped for industry transformations over the next 5-10 years, it’s time to get a hold on the new opportunities at play.

London: Rapid-fire Talk: Decoding B2B’s Brand Boom

In the world of B2B, brand is no longer a nice-to-have but an essential part of building a successful growth, loyalty, talent retention, and even M&A strategy. Although under pressure, B2B professionals are also optimistic about their industry’s transformation. But can they decode the new world dynamics to identify their upcoming opportunities? Join us as we reveal how to unlock brand-fueled B2B success, drawing on insights from Havas’ latest Meaningful BrandsTM B2B Special Report.

London: Rapid-fire Talk: The rocket fuel for B2B campaign success isn’t what you think it is

Scratch beneath the surface of any great B2B campaign and odds are you’ll come across a root cause – that talented people were motivated to do a great job, and given the freedom to do so. After all, culture eats talent for breakfast. It follows that campaign effectiveness is directly proportionate to good agency culture. But agency culture is an elusive concept, and notoriously difficult to get right. So how do you know when it is? Join Alex Swann, managing director at Lesniak Swann, B Corp, for a practical crash course on recognising good culture.

Chicago: How do we change B2B with AI?

AI is shaking up the B2B world, but how far can it really go? Our panel of industry experts will share how AI is driving smarter marketing, sales, and customer experiences. Get ready for fast-paced insights, bold predictions, and real examples of AI at work. Whether you're an AI skeptic or a believer, this session will show you how AI is set to change the game for B2B.

Chicago: Rapid-fire Talks: B2B in fAIryland

Everyone in marketing is talking about AI. At The Drum B2B World Fest, The Drum and BBN will unveil a cool new AI film charting the invention, rise and current explosion of AI in B2B Marketing, including how it is fast changing the shape and make-up of the industry. There’s hardly a facet of B2B marketing AI hasn’t touched, from client contact reporting to research, creativity and media planning. But is it for the best? This fascinating short film, produced by BBN Agency X, explores that very question and is the precursor to a debate on the subject by a panel of experts. It’s not to be missed. Video designed by Chase Grammer and Trent McNelly.

Chicago: Smashing Silos: aligning marketing, sales and finance for B2B success

Every CMO wants the C-suite to back their ideas, but what do the budget holders need to hear in return? Join Dow Jones CMO Sherry Weiss for an engaging and dynamic fireside chat exploring how marketing leaders can foster stronger collaboration with their finance and sales counterparts to achieve shared success. From demystifying the role of marketing in long B2B sales cycles to aligning on the metrics that matter most, this session dives into what budget-holding CFOs and revenue-driving CROs need to hear from CMOs to back bold ideas.

London & Chicago: B2B – the new sports MVP

From big game advertising to team sponsorship and star endorsements, B2B is becoming an increasingly big player in sports. As business brands take some of the prime roster spots previously reserved for their consumer counterparts, we’ll hear from some of Chicago and London’s top sports organizations about seizing the opportunity.

London & Chicago: The questions you should be asking your agency

What truly matters when selecting an agency? From team composition to capability, this session will explore the questions clients really need to ask at the RFP stage to find the perfect partner and together cultivate a culture of creative effectiveness

London: Allies, not antagonists – the makings of a great CMO-CRO relationship

Every CMO wants the C-suite to back their ideas, but what do the budget holders need to hear in return? We’ll get the chief marketing officer and chief revenue officer perspective on how to work together for mutual gain and make a convincing case for marketing investment.

London: The Motion: Brand is more important than demand in B2B (Or is it?)

Brand champions argue that without a strong brand, your B2B company is just another number. For them, brand builds trust, loyalty, and market recognition. But demand-driven pragmatists don’t buy it – they believe that at the sharp end of the funnel demand generation is the real driver of growth. So, which is the prime mover in B2B: brand or demand?

London: How do we change B2B with AI?

AI is shaking up the B2B world, but how far can it really go? Our panel of industry experts will share how AI is driving smarter marketing, sales, and customer experiences. Get ready for fast-paced insights, bold predictions, and real examples of AI at work. Whether you're an AI skeptic or a believer, this session will show you how AI is set to change the game for B2B.

London: The Case for Creativity

What will investing in creativity do for your business? Expect inspiration and insight from The Drum’s creative editor, Tom Banks, who brings to World Fest three world-class examples of B2B creativity that delivered a real return for their brands.