Topic for discussion: B2B Demand Generation in 2026

How can B2B firms win new customers effectively in 2026?

It’s always been one of the hardest challenges in B2B marketing and sales, and the event will be centred around sharing experiences and perspectives on this crucial topic.

Millie and I will be kicking off the discussion by sharing some specific tactics and ideas from our experiences in 2025 to date, including:

• How we’re using AI to build free, custom tools to automate, expedite and optimise our clients’ demand generation initiatives

• Our formula for blending third-party events like trade shows and exhibitions with smart outbound targeting to open up new deals in niche markets

• The inbound paradox: the most complex and the most simple demand generation strategy

Then we’ll take a step back and share some of the universal principles of new logo acquisition that we see correlating with impact time and time again.

Next, we’re going to be asking our fantastic panel for their reflections based on their recent work.

Charlotte Allen, Marketing Manager at Millgate Connect, will be sharing how organic social media activity provides a platform for Millgate’s business development and sales activity, the role events play in their go-to-market mix, and a pioneering approach blending demand generation with social value initiatives.

Stephen Birch, Marketing Manager at DeeperThanBlue, will cover how the digital transformation consultancy are blending online and offline to generate demand - including paid Google and LinkedIn advertising, the use of reverse IP lookup technology to identify companies that are visiting their website, and partnering with global giants like IBM to access MDF for events. 

Charlotte Hill, Head of Marketing at East Midlands Chamber, will talk us through how she’s tackled the first 6 months of her new role, and some of the surprising channels and tactics that the organisation uses to engage with businesses..