Leading from the frontlines: Marketing-driven commercial growth in the age of B2B transformation

B2B organisations are facing unprecedented levels of disruption driven by rising operating costs, shifting buyer behaviours, and accelerated technological advancements. This webinar explores the challenges B2B marketing leaders must address to stay competitive and achieve profitable growth in a rapidly evolving landscape. Join us to enjoy actionable insights into how B2B organisations can navigate today’s challenges, drive innovation across the business, and achieve sustainable long-term growth. Speakers include: -James Keaton, Chief Marketing Officer, Pleo KEY FOCUS AREAS: • How to uncover signals in your data to drive operational efficiency • The effect of growing financial pressures on generating profitable growth • How B2B marketing leaders can prove Marketing’s impact on revenues amid tightening marketing budgets • Effective strategies to target future buyers, reduce marketing spend wastage, and increase ROI AGENDA: • Adapting to the new B2B landscape Discover how pressures on margins and slower buying cycles are reshaping business strategies, making it crucial for B2B marketing leaders to demonstrate clear bottom-line impact to secure investment. • Optimising your audience and media strategy Learn how to surface ideal customer profiles and ‘in-market’ audiences in new ways using data-driven insights, optimise spend to deliver more marketing and revenue outcomes, align your content with audience needs, and allocate budget to the most impactful channels. • Proving the ROI of your marketing strategy Explore how to implement a full-funnel attribution approach that enables you to track and prove the influence of marketing campaigns on key business metrics like revenue and pipeline growth. • How you can leverage technology for a competitive advantage Find out how MarTech can help improve operational efficiency at every level from simple content and ad personalisation and generation at scale, to AI-driven insights that power your go-to-market strategy.