MSI/ARF B2B Exchange: Tackling Today’s Key Issues Shaping the Field

Join fellow MSI and ARF members for an interactive discussion focused on the most pressing challenges and opportunities in B2B marketing today. This session is designed as a dynamic peer exchange, giving you the chance to hear how others are navigating similar issues, share your own experiences, and walk away with fresh, practical perspectives.

We’ll explore key topics shaping the B2B landscape, including evolving customer expectations, measurement and ROI, and the rapidly expanding role of AI in marketing and decision-making. Whether you’re looking for new ideas, validation, or a space to connect with peers facing similar challenges, this session is built for you.
 
The conversation will be facilitated by academic expert Johannes Habel (University of Houston), and you’ll hear real-world perspectives from members including LinkedIn and Ipsos to spark discussion and ground the session in lived experience.