Live panel event:
The B2B marketing reset: Reflect, refocus and win in 2026
Thursday 4th December | 14:00 GMT | 45 mins
2025 reshaped B2B marketing. AI went from assistant to agent, CFOs became key marketing partners, and owned audiences replaced lead lists. Growth strategies got sharper, buyer journeys got messier, and brand trust became non-negotiable.
Join us for a fast, focused look at the shifts that mattered and what smart teams are carrying into 2026. Expect practical insights, real examples, and a strategic reset for the year ahead.
Here’s what our expert panel will dive into during the session:
- Unpack the biggest shifts of 2025 – from the rise of agentic AI to the new era of CFO-driven marketing.
- See what top B2B teams got right to drive clarity, impact, and sustainable growth.
- Walk away ready for 2026 with a focused checklist to sharpen your strategy, workflows, and team priorities.
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Meet the panel
Zoe Merchant
CEO
Bright
Zoe Merchant is the founder and managing director of Bright, a strategic B2B marketing consultancy that gives marketers the power to do great work and deliver business results. With over 20 years of experience in agile marketing, she helps clients reinvent their marketing operations, align with business goals, and deliver tangible value.
As a leader and innovator in her field, Zoe has been recognised as a top 10 women leader of 2020, a 3x #40overforty advertising and marketing leader, and a #CannesLions70 Creative B2B juror in 2023. She is also a certified Agility in Marketing professional.
Zoe is passionate about investing and reinventing marketing teams, promoting diversity and inclusion, and championing marketing’s role in business transformation.
Graham Wylie
Senior Marketing Leader
Ex-ADP and ActivPayroll
Graham Wylie is a senior marketing leader with over 30 years of B2B experience across diverse industries and international markets. He specialises in guiding organisations through critical growth inflection points, including international expansion, corporate turnarounds, and post-M&A integration.
He has served as CMO at ActivPayroll and VP of Marketing at ADP, leading global marketing teams and driving cross-functional strategies across multiple regions. Graham’s leadership has delivered tangible results, including $100M+ in ARR growth, the integration of teams across 20+ countries, and pioneering AI-driven, data-led marketing initiatives.