Webinar: The B2B Marketing Reset
On demand
2025 reshaped B2B marketing. AI went from assistant to agent. CFOs became key marketing partners. And the gap widened between teams adapting fast and those standing still.
Our panel cut through the noise with practical takeaways for 2026.
First up: give your teams space to experiment but be honest about capacity. You can’t do everything, so lose the fear and get smarter. Start with personal AI adoption—build your own confidence before pushing team-wide rollouts.
The AI reality? You can’t just bolt new technology onto old processes. Successful integration means rethinking entire workflows. Teams winning right now are investing as much in people as they are in tech, accepting that business models and roles will shift.
Account-based experience is proving its worth for pipeline growth, targeting prospects actively researching but not yet converting. The key: strip your plans back to what actually moves the needle and show clear ROI.
The consensus: protect your team from burnout, embrace AI strategically, and ruthlessly prioritize revenue-driving activities as you reset for 2026.
Meet the speakers
Karan Premi
Global Marketing Automation Specialist
Securitas Technology
Karan leads global multi-region programs, advanced nurture strategies, and ABM initiatives. With deep expertise in Marketo, Microsoft Dynamics, and Demandbase, Karan specialises in scaling marketing automation and aligning operations with business growth.
He is currently spearheading the re-architecture of Marketo to enable advanced automation and future-ready revenue operations. In parallel, he is driving the transformation of data architecture to prepare the business to harness the coming explosion of agentic agents.
Emma Wharton Love
Co-Founder & CEO
Spark AI
Emma is CEO and co-founder of Spark AI, dedicated to empowering ambitious creative agencies and marketing teams to master AI, amplify human creativity, and evolve their business models. She sees AI not merely as an efficiency tool, but as a launchpad for unprecedented innovation and creativity.
As CEO of Spark, Emma helps clients confidently leverage generative AI to transform their teams, processes, and drive sustained business growth.
Outside Spark, Emma is happiest in the art studio or walking her dog in the countryside.
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.
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.