Organiser voice MarTech & Growth Stage Solo Session
MarTech & Growth Stage sponsored by
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Digital-first demand generation is reaching a saturation point. Paid media costs continue to rise, LinkedIn dominates the professional social landscape with little real competition, organic reach is shrinking, inboxes are overloaded, and third-party cookies are losing relevance.
Meanwhile, the most commercially aggressive B2B marketers have identified that in-person events can be one of their strongest growth channels in 2026, generating real pipeline and revenue rather than a simple brand awareness driver.
But given the significance events can have on the overall marketing budget, they are the first line item challenged when the executive team decides to cut costs — unless you've built the commercial case that makes them untouchable.
In this session you will learn:
- Why digital-only demand generation is structurally weakening and why events are standing out as a key channel for investment in 2026
- How to reframe events internally: from cost centre to pipeline engine
- The attribution model that connects event activity to revenue in a way leadership teams and CFOs understand
- Which metrics to track, which to ditch, and how to present event performance in commercial terms
The marketers who will win over the next three years are the ones who can connect events directly to business growth. This session will give attendees both the strategic rationale and the commercial language to make that case confidently at board level.
Speaker
Ana Williams is a B2B marketer, event strategist and founder of The Hook Studio — a consultancy helping brands turn events from cost centres into measurable growth channels.
She has held senior leadership roles within event tech and martech SaaS organisations, building and leading marketing functions, helping brands scale internationally, enter new markets, and drive commercial growth. In 2023, she was named one of the Top 30 Most Influential Marketers in B2B SaaS by Finite.
Today, as founder of The Hook Studio, Ana works with scale-ups, media companies, and event agency teams to build smarter event programmes — combining event strategy, ROI measurement, AI and the human behaviours that make event investment pay off. She helps marketing and event leaders balance innovation with accountability, ensuring events not only stand out but deliver results that hold up to commercial scrutiny.