Wrap Up: 2025 B2B Marketing Leaders Forum

Brand took centre stage at the B2B Marketing Leaders Forum 2025, emerging as the key lever for growth among companies looking to gain a competitive edge. As buying decisions become more complex and markets increasingly saturated, marketers are re-evaluating the role of brand – not as a soft metric, but as a commercial asset that drives long-term value. This year’s discussions made it clear: high-performing B2B teams are no longer treating brand and demand as separate efforts. Instead, they’re building brand platforms that foster trust, increase mental availability, and accelerate the entire buyer journey. Here’s a quick recap of some of the standout sessions: 

Unleashing The Power of B2C Storytelling For B2B Audiences

At the B2B Marketing Leaders Forum, Workday CMO Emma Chalwin made a strong case for bringing B2C storytelling into the B2B world. She shared how their Rockstars campaign, which started with familiar faces like Gwen Stefani and Billy Idol, ultimately turned the spotlight on employees and customers – the real drivers of impact. The approach paid off, with a 65% boost in brand consideration. Emma showed that even in B2B, great storytelling and a clear narrative resonate far more than product specs alone. 

Part I: Brand to Revenue Multiplier: Business Alignment, Outcomes and Growth

Moderated by our very own Janine Pares, Managing Director of Thinksmart Marketing, the session explored how brand is reclaiming its role as a strategic driver in B2B marketing. Far from being confined to top-of-funnel awareness, brand is now seen as a force across the entire buyer journey. 

Lauren Adam, Zendesk’s VP of Marketing (APJ), captured the sentiment well: “Brand is having a renaissance in B2B.” Stella Kordonis, Head of Regional Marketing, Brand Experiences & Comms at Red Hat, agreed, adding that brand “does not replace demand gen, but complements it,” and must be woven into everything from executive events to content activations. 

The panel highlighted the commercial risk of brand neglect. Up to 51% of hidden buyers may dismiss vendors they don’t recognise, making mental availability essential. Brand, they argued, opens the door for demand generation to convert interest into action. 

The session addressed challenges such as proving ROI, balancing global and local needs, and accelerating the sales cycle through brand. Lauren advocated for linking brand work to OKRs and securing executive alignment early, while Stella recommended piloting brand elements within existing campaigns to show measurable impact. Both stressed the cost of standing still especially as competitors invest in visibility and recognition. 

Local relevance was another key takeaway. Engaging regional teams early, particularly in non-English speaking markets, can sharpen message resonance and execution. As Stella noted, “Customers are looking for information whether we provide it or not. If we can help with that education layer in a market-relevant way, we win.”

Part II: The Art and Science of Stakeholder Management 

The stakeholder management session delivered a clear message: a marketer’s ability to align and influence stakeholders can determine whether a program succeeds, stalls, or fails altogether. Many marketers step into leadership without formal training in stakeholder engagement, which makes a structured, intentional approach even more critical. 

Scott Ciantar, Head of Marketing APAC, IDEXX shared a model used at IDEXX that maps stakeholder influence and alignment against time spent, noting that “sometimes we’re spending lots of time with people who are not worthwhile.” Meredith O’Ryan Director, Integrated Campaigns APJ, Adobe stressed the need to adapt communication styles to suit individual preferences and cultural contexts. 

The session tackled real-world scenarios, including how to gain support for local adaptations when global assets miss the mark, and how to preserve campaign integrity when senior leaders with limited marketing knowledge weigh in. Attendees were urged to think of stakeholders like a B2B buying committee, each with unique roles, expectations, and levels of influence. As Janine put it, “Not every stakeholder is equal,” reinforcing the need for segmentation and prioritisation. Tools like stakeholder matrices and structured feedback loops were offered to maintain alignment and protect creative integrity. 

Beyond frameworks, the panel explored the internal challenges marketers face: shifting priorities, competing demands, and the constant pressure to prove value. “Sometimes we fall into the trap of activity over outcomes,” one speaker noted. “We need to ask: what’s actually moving the needle?” The recommendation was to rank initiatives based on impact and tie them to business outcomes. 

Equally important was the ability to say no with confidence and clarity. “Do you want to be liked, or do you want to be respected?” Meredith asked. “Saying yes gets you liked. Saying no, and explaining what you’re trying to achieve, gets you respected.” Ultimately, effective stakeholder engagement hinges on trust, planning, and consistent communication, all anchored by a clear sense of purpose.  

Building and Protecting Brand Trust in 2025

This session tackled the evolving role of trust, critical thinking, and cross-functional collaboration in the age of AI. Bernadette Conlon, CMO Asia Pacific & Japan at Cognizant, summed it up: “We’re walking before we can crawl,” acknowledging that while marketers are experimenting with AI, the foundational work still lies with IT and security. 

AI was identified as especially useful in the early stages of the buyer journey, particularly during search and discovery. Consumer research revealed “tremendous value” in using AI to enhance discoverability. But the panel was quick to note that critical thinking remains essential. “You can’t just run it through another AI – you have to analyse it yourself.” In a volatile and fast-moving environment, their advice for safeguarding brand trust was simple but clear: pay attention. 

CMO Masterclass: Thought Leadership Strategy 

In the CMO Masterclass on thought leadership, speakers from the Financial Times and ISM Ventures cut through the noise to explore what truly sets impactful thought leadership apart from the sea of content clutter. While many brands still treat it as a box-ticking exercise or a vanity play, the panel was quick to clarify that real thought leadership demands more. It’s not about publishing for the sake of visibility, but about delivering ideas that resonate, provoke reflection, and drive meaningful action. 

Originality, clarity, and strategic focus emerged as non-negotiables. The speakers argued that effective thought leadership should never attempt to be all things to all people. Instead, it should zero in on a specific audience, address tangible pain points, and align with one or two defined business objectives. It’s about depth, not breadth and creating value that earns attention rather than demands it. 

They also issued a strong warning against what they called “random acts of communication” – isolated content pieces that lack connection to a broader narrative. Rather than scattering insights across multiple touchpoints, marketers were encouraged to build cohesive, long-term story arcs that give executives a platform to consistently reinforce the brand’s point of view. Done right, this turns leaders into amplifiers, not just figureheads. 

Crucially, the session reinforced that thought leadership must be planned from the outset, not bolted on at the last minute. It’s a strategic investment that deserves the same rigour as any major campaign. When launched with intent and built around insight, thought leadership doesn’t just raise awareness. It drives high-level decisions, deepens trust with key audiences, and strengthens brand authority in a way that performance marketing alone can’t. 

Scaling Teams and Product-Led Growth: Lessons From Ebay, Atlassian, And Docusign 

Robert Chatwani, President of Growth at DocuSign, delivered one of the most commercially grounded sessions of the forum, calling on marketing leaders to think and act like CEOs. Drawing on his time at eBay, Atlassian, and now DocuSign, he showed how sustainable growth depends not just on performance tactics, but on brand-led strategy, operational alignment, and smart adoption of new tech. 

He didn’t mince words: “Every marketing channel sucks right now.” CAC is up 60% in five years, and most teams are navigating AI uncertainty, tech debt, and flat budgets. His answer? Start with a clear vision of the business outcome, anchor marketing to commercial metrics, and make brand accountable for driving consideration and reducing acquisition cost. 

He also introduced a practical framework for AI-enabled content optimisation, positioning content as a definitive source by adding statistics, quotable insights, citations, and authoritative tone to increase discoverability and performance in generative environments. 

That’s a wrap on another standout B2B Marketing Leaders Forum. We’re already looking ahead to the next. If you’re interested in learning more about the sessions we covered or want to take your marketing strategy to the next level, get in touch. 

If you missed out on getting our guide: Brand as a Revenue Multiplier, you can download that here too.