B2B Ignite: Our Keynote

Sink, stay afloat, or rise above: The reality facing modern B2B marketers

This session will challenge how you think about performance, reveal why so many teams are struggling under growing complexity while others are gaining real control, and share what it takes to move from fragmentation to clarity, coordination, and confidence in today’s MX landscape.

Register for B2B Ignite

Office Flow 2

When: Wed 1 July 2026 15:55 – 16:25 BST

Speaker: Steve Kemish, IMG

Register now for B2B Ignite and join us as we unpack the reality facing modern B2B marketers.

Register for B2B Ignite

B2B marketing 2026: what’s really happening

  • Last year, we introduced Marketing Experience (MX) and explored why modern B2B marketing feels overwhelming—too many tools, disconnected systems, and teams working hard just to stay afloat, often without clarity or control. But complexity isn’t the real problem.
  • The reality is harsher: most teams are operating in environments where the risk isn’t just struggle—it’s falling behind.
  • This year, we return with data from one of the largest studies in this space—cutting through the noise to reveal a clearer picture of what’s really happening.It shows that B2B marketing today is defined by three outcomes: teams that sink under the weight of complexity, those that manage to stay afloat, and a distinct group that rise above it.
Group 1709
What we’re like

What the data shows

  • Our findings challenge conventional thinking. The difference isn’t budget or headcount—it’s the ability to synthesize and harmonise data, technology, and processes into something cohesive and controllable.
  • What stands out most is how consistent this pattern is across organisations of different sizes and industries. The same structural challenges appear again and again, but only some teams are able to translate complexity into coordination.
  • Those that do are not removing complexity—they’re learning how to operate within it in a far more intentional and connected way.

    Reserve your space

Practical lessons from
high-performing teams

We’ll share practical lessons from the teams that are rising above—those who’ve moved beyond coping to operating with clarity, coordination, and confidence. The ones who make it look effortless, while others are still fighting to stay afloat.

Key takeaways that will change how you see MX

  • What separates teams that sink, stay afloat, or rise above in today’s MX landscape
  • Why so many marketing teams are stuck just staying afloat — and how to break free
  • How to unify data, technology, and processes to move from survival to growth
  • Practical steps to shift from reactive execution to clarity, coordination, and control
  • How to assess where you stand — and what it takes to rise above

The 2026 reality

Marketing success in 2026 comes down to this: not doing more, but orchestrating what you have to rise above.

Register today