Agenda:

2.00-2.20pm Welcome

2.20-2.50pm Revenue Marketing in 2025 & beyond: Jon Miller

Co-founder of Marketo, CEO & founder of Engagio, CMO of Demandbase: Jon has been at the heart of the world’s most disruptive marketing technology platforms. His latest thinking points to the next transformation in B2B marketing:

• An end to the ‘MQL gumball machine’
• Increases in brand investment as a revenue driver
• The rise of buying group targeting and integrated journeys
• The need for new martech fit for a fresh era of AI

2.50-3.20pm Latest buyer intelligence: How will you win mindshare in the GenAI race?

LinkedIn’s B2B Institute has been leading the way on a new wave of buyer insights. Understanding the impact of brand building, buyer-group-targeting, the role of hidden buyers… We’re bringing it all together in one place with a chance to question those at the heart of the research.

3:20-3:40pm Break

3:40-4:30pm How to Grow a CMO: the interview panel

A first-ever live recording for our long-running podcast. We'll hear about personal career journeys, share advice on responding to the current environment, and look at recommendations to feed into your next annual planning cycle.

Our guests:

• Carolyn Henry: Carolyn is responsible for Intel’s exciting marketing activations and Demand Generation across all Business Units and Product Lines (B2B, B2C, and Public Sector) for Canada, the United States, and Latin America.
• Negin Kamangar: Negin is a Global B2B marketing leader with 20+ years’ experience scaling SaaS, EdTech, and HRTech companies, serving as CMO through Parchment’s $835M acquisition by Instructure and later interim CMO at Instructure.
• Jon Miller: Jon has played a pivotal role in shaping the world’s most disruptive marketing technology platforms, with a focus on thought leadership, category disruption, and strategic go-to-market.
• Kelly Waldher - brings a unique perspective on AI’s impact on marketing and business transformation, drawing on his experience as CMO at Zendesk and VP of Marketing at Google. Now at Palo Alto Networks, he’s at the center of a shift where AI, cybersecurity, and brand storytelling intersect.

4:30-5:20pm LinkedIn insiders

We're going behind the scenes of the LinkedIn marketing solutions roadmap, looking at:

• The latest trials and how to use them successfully
• Best practices for content and ad formats, including the increased emphasis on video
• Insights from campaign experiments, from influencer marketing through to brand/demand budget allocation

5:20-5:30pm Conclusions 

5:30-7:30pm Networking, drinks, and canapés at Novela