on Weds 21^st May 12.30pm – 1.15pm BST –  sign up here

Let’s be honest – we’ve all heard it before. Brand and demand need to work together. It’s not a revelation, it’s common sense.

And yet… senior B2B marketers are still stuck trying to prove the value of long-term brand investment. Still battling short-termism. Still explaining – again – why awareness and trust are just as important as leads and pipeline value.

This session isn’t about rehashing what we already know. It’s about how to make it stick—with the board, the wider business, and across your marketing teams.

We’ll explore how agile ways of working help align brand and demand, break down silos, and build a marketing engine that connects to commercial goals.

Join our expert panel of B2B marketing leaders as we dig into:

• How to stop the cycle of one-and-done campaigns
• Why brand can (and should) drive pipeline
• Practical, always-on frameworks that don’t burn out your team
• How to connect brand and demand to boost CLTV and revenue
• How to break down silos and work towards common commercial goals

If you’re trying to educate the business, prove marketing’s value, and deliver consistent performance across brand and demand – this is your session.

Sign up here to register

Meet the panel

B2B publishers and media firms are juggling events, content, subscriptions, and communities to grow audiences and keep them engaged year-round. But what’s actually driving results — and what’s just making more noise?

In this panel, senior marketing leaders who’ve been in the thick of it share real-world insights on what’s working (and what’s not). No fluffy theory — just practical strategies for building connected audience experiences across events and media.

We explore:

• Connecting events, content, and digital products to keep audiences coming back for more
• How to cut through the noise with compelling narratives and storytelling that turn audiences into engaged communities
• What works (and what doesn’t) and how to craft content that actually resonates
• Practical ways to test, learn, and adapt faster (without burning out your team)
• How leading B2B publishers are transforming unknown audiences into loyal, engaged communities

There’s candid, experience-backed insights — plus actionable ideas you can implement right away to sharpen your audience strategy and make your marketing more effective.

Check out the reading list:

Download your Reframe cards:

Meet the panel

Zoë Merchant

Managing Director,
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.