To kick off the day, we’re bringing everyone into the conversation. The role of the CMO has fundamentally changed. Building brands, launching campaigns, and telling compelling stories are no longer enough—in many organisations, they’re just the starting point. Today’s CMOs are expected to be growth leaders, revenue partners, and strategic operators, connecting marketing investment directly to real business outcomes. In this highly interactive opening session, we’ll invite you to share your perspective, challenges, and experiences as we explore together how CMOs are: Aligning more closely with finance, sales, and the wider C-suite Using data and customer insight to shape smarter decisions Demonstrating marketing’s impact on growth and long-term value Expect live discussion, audience input, and practical insights you can take with you throughout the day.

B2B websites were built for a world where buyers arrived curious and patient. That world is gone. AI search, LLM-native interfaces, and a generation of buyers who expect instant answers have made the traditional website experience feel like a checkout line at a store that's been closed for years. This panel brings together marketing leaders who are actively rethinking the buyer journey — from how prospects first discover them, to the moment they land on a website, to what happens when they're not ready to book a demo. Expect candid conversation, real examples, and practical frameworks CMOs can take back to their teams. The session moves through three connected themes: 1 The Broken Website Why the traditional B2B website experience creates friction — and how it's losing buyers before the conversation even starts. 2 The Changing Buyer Journey How AI search, LLMs, and changing buyer behavior are reducing website traffic and transforming how decisions get made. 3 The New Playbook What CMOs are actually doing to adapt: from personalised on-site experiences and interactive demos, to new CTAs and MQL qualification strategies. Why now: AI-driven search is fundamentally reshaping how B2B buyers discover, evaluate, and engage with vendors before they ever reach a website — if they reach it at all. This panel equips CMOs with a strategic framework for what comes next.

A chance to reflect on the day's learnings before the event wraps up.