Scrolling through my LinkedIn feed lately, it’s clear that B2B marketers are feeling the fatigue — especially when it comes to buzzwords like “volatility,” “ever-evolving,” and “pace of change.” And I get it: It’s exhausting to be a B2B marketer these days. The pressure to grow never lets up, even as everything around us keeps shifting. (Oh, and let’s not forget that you’re expected to do it all with less budget. Don’t you just love your job?!)
That’s why, at this year’s B2B Summit EMEA (October 6–8 at the O2 InterContinental in London), my keynote will dive into adaptive growth strategy. We’ll explore how to lead through change, hit aggressive targets, and guide execution teams with clarity — even when resources are tight. I’ll cover the directions you need to provide, the controls to put in place, and the actions that actually move the needle. I’ll also be busting some myths about planning and whether it’s good to have flexibility in planning — because the truth is that when plans change all the time, people cease to rely on them, so I’ll talk about what you can do instead.
And yes, I’m going to mention AI (but I promise not to overdo it). One of the things I’m most excited about this year is our revamped AI Hackathon. We’ve seen companies evolve rapidly — one of last year’s winners already went from being an AI novice to building their own agent! So we’re leveling up. This year, delegates will bring their own AI tools and work with a synthetic dataset that we’ll provide. The challenge? Delivering the best analysis and recommendations to the board. For the winning team: glory, bragging rights, and possibly chocolate!
Hope to see you at B2B Summit EMEA, October 6–8 at the O2 InterContinental in London.
