Future-Proofing B2B with WPP

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In this discussion, senior leaders from WPP's B2B agencies explore the evolving landscape of B2B marketing. This conversation dives deep into the growing importance of brand investment, the challenges and opportunities of data-driven decision-making, and how buyers are reshaping expectations. These experts share their strategies for navigating long sales cycles, aligning teams around ABM, and leveraging tools like AI and clean rooms for smarter, more flexible marketing. They emphasize that long-term success is rooted in consistency, personalization, and simplification, even as complexity rises. Listen to the full conversation to learn more.

Here's a sneak peak of what you'll hear:

Brand is now mission-critical in B2B: Long-term investment and consistency in brand activity are essential to stay top-of-mind for decision makers.
Data complexity requires simplification: As buying groups increase and journeys lengthen, successful marketers must learn to synthesize fragmented data and focus on holistic measurement frameworks.
Younger buyers are changing the game: B2B decision makers now expect seamless, consumer-like experiences at every touchpoint.
AI is a powerful enabler, not a silver bullet: Marketers should see AI as a thread woven through strategy, not a standalone solution. Especially for predictive planning and performance insight.

Speakers

Nate Carter

VP Global Sales, Dun & Bradstreet

Vanessa Bruce

Partner, Client Leadership & Global B2B Lead, Mindshare, a WPP Media Brand

Tara Fusco

Global Vice President, B2B & Co-Chair WPP B2B Council, WPP Media

Katy Maloney

Global Managing Partner, B2B, Wavemaker, a WPP Media Brand

Future-Proofing B2B: Balancing Brand, Data & Agility in a Rapidly Changing Market

Watch the full conversation:

Here's a sneak peak of what you'll hear:

Speakers

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