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.
There were some great insights shared by our B2B marketing expert panel, including:
- 95% of buyers aren’t in-market, so marketers need ‘always-on’ brand activity
- The role of storytelling to help justify brand investment to leadership
- The importance of social listening to provide real-time insight and improve campaign relevance
- B2B search behaviour is shifting with buyers now searching via social and AI platform.
Plus, we reveal the biggest growth opportunity in B2B.
If you’re trying to educate the business, prove marketing’s value, and deliver consistent performance across brand and demand – this is your session.
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.
Christina Minshull
CEO
The Brand Audit
Christina Minshull is the CEO of The Brand Audit, helping CEOs, Founders & Execs transform influence to impact through personal brand strategy.
A storyteller with a spreadsheet mindset, she has nearly two decades of experience leading high-performance Brand, Social, and Digital Marketing teams at global enterprise corporations like EY, LinkedIn & WestJet. Christina is passionate about helping others turn potential into reality with the visibility that comes from social media.
A Top LinkedIn Voice in Brand Strategy & Social Media, Christina is a sought-after global speaker and creator, with 25K+ followers across LinkedIn (@ChristinaMinshull) and TikTok (@thelinkedinguru). Her human-centric approach to social media has attracted high-profile clients from EY, Amazon, Microsoft, IBM, Cisco, and more across the UK, EMEA, US, and Canada.
Emma Moorman
Senior Director, Demand Generation
Informa
An experienced and commercially driven leader with global experience in driving growth in marketing and product management roles; a strong product background in building solutions to empower and solve problems for marketing professionals.