Better B2B South

Date September 15, 2026

Venue and Location Coin Street, London

Agenda

09:30
–
10:00

Arrival, welcome breakfast and networking☕

Enjoy a welcome breakfast upon arrival, giving you the opportunity to get to know fellow attendees and speakers and get settled in for the day.
10:00
–
10:15

Welcome to Better B2B
10:15
–
10:45

LinkedIn personal branding: How to go viral, scale influence and skyrocket pip with Shoaib Ahmed

Learn how to turn your LinkedIn presence, profile and posts into an opportunity-generating engine.
10:45
–
11:25

Is organic traffic dead? Rethinking B2B marketing metrics in the AI era

Panel on how AI is reshaping the B2B buyer journey, and what marketers should measure when traffic and MQLs are no longer enough.
11:25
–
12:00

Unlocking the creative dividend with Beth Marchant

In a world where marketing budgets are increasingly scrutinised and short-term metrics often overshadow long-term growth, marketers require a playbook that addresses challenger brands and category leaders alike. The Creative Dividend from System1 and Effie offers a practical guide for making advertising predictable, effective and a priority investment.
12:00
–
12:45

Lunch
12:45
–
13:25

The great re-coupling: When search and brand collide with Ben Wood

Search and brand used to run on entirely separate tracks. AI search has forced them back together. Ben Wood breaks down why, and shares a practical framework for building brand authority that AI systems now reward.
13:25
–
14:00

Beyond SEO: Winning visibility in the new search landscape

Panel on how from Google to AI, communities and social platforms, discover how B2B marketers can adapt their search strategies for a changing landscape.
14:00
–
14:30

RIP to static personas (they were boring anyway) with Hayley Phipps

If I see one more “Marketing Manager Mark, age 34, likes coffee” slide, I’m going to scream. Your audience isn’t a stock photo, so why is your strategy built like they are? We’re going to talk about what the new world order of B2B buying looks like and how using AI to create synthetic personas can help predict your next move and validate your campaigns. If your strategy relies on assumptions made in a 3-hour brainstorm session, this is your intervention.
14:30
–
14:45

Coffee break
14:45
–
15:30

Let’s do it: how to win support for brave B2B campaigns with Brian Macreadie

Sharing a few worked examples of creative campaigns and a bit of brutal honesty, in this session we’ll take a look at the art of the possible when it comes to B2B creativity, and how to make it possible.
15:30
–
16:00

Ask Better B2B

Bring your biggest B2B marketing questions to the table as our speakers come together to share practical advice, fresh perspectives and honest answers.
16:00
–
17:00

Closing comments and networking