B2B’s Brave New World of BDX®

B2B’s Brave New World of BDX®

By IAA UK

The Inaugural London Brand-to-Demand Conference.

Date and time

Location

LinkedIn

123 Farringdon Road London EC1R 3DA United Kingdom

Agenda

12:00 PM - 12:50 PM

NETWORKING AND LIGHT LUNCH

12:50 PM - 1:00 PM

OPENING REMARKS

Fredrik Borestrom - IAA & LinkedIn

1:00 PM - 1:20 PM

GROWING PAINS (AND GAINS): THE STATE OF BDX MATURITY

Marc Keating - Stein

Sonia David - ANA

Be among the first to see key takeaways from the 2025 Brand-to-Demand Maturity Study developed by ANA and Stein – and to explore the Brand-to-Demand Experience (BDX™) model for activating highly effe...

1:30 PM - 2:00 PM

B2B’S INVESTMENT IMPERATIVE

David Haigh - Brand Finance

Petra Ernlund - Kuehne + Nagel

Sarah Campbell - JLL

Alexander Engelhardt - Deutsche Telekom

The BDX Maturity Study revealed quantitatively what B2B marketers know intuitively and from experience: B2B marketing remains significantly under-invested. This roundtable discussion addresses the ra...

2:00 PM - 2:25 PM

THE BDX JOURNEY: PUTTING THE RIGHT MODELS IN PLACE

Xenthe Bang - S&P Global

Craig Duxbury - Stein

Neil Dowling - Genpact

From the corporate brand level to business divisions to products/solutions, from messaging architecture to marketing ops, integrating brand and demand requires fresh thinking and new models. This ses...

2:25 PM - 2:40 PM

BREAK

2:40 PM - 3:10 PM

THE BDX JOURNEY: HOW EVOLVING BRANDS DRIVE FUTURE DEMAND

Vicky Kerr - Uber for Business

Tom Stein - Stein

Steve Smith - Schneider Electric

Unifying brand-to-demand is always important, but never more so than when a well-known business needs to renew brand perceptions, re-build familiarity given evolutions to its offering and connect thi...

3:10 PM - 3:40 PM

BUYABILITY: THE FUTURE OF B2B MARKETING SUCCESS

Jann Schwarz - LinkedIn

Mimi Turner - LinkedIn

You may have a great product or service, and even a well-known brand. But do you really have what it takes to actually get bought in your hypercompetitive B2B category? Buyability: The Future of B2B ...

3:40 PM - 4:10 PM

B2B ON FIRE: LEARNINGS FROM LIONS

Paul Coxhill - Lions

Wendy Walker - Salesforce

Cannes 2025 was a watershed moment for B2B. The first-ever LIONS B2B Summit launched. The fourth Creative B2B Lions showcased a strong body of work on the Palais stage. The day’s program ends with a ...

4:10 PM - 4:20 PM

CLOSING REMARKS

4:00 PM - 5:30 PM

NETWORKING RECEPTION

Good to know

Highlights

  • 5 hours, 30 minutes
  • In person

About this event

Business • Sales & Marketing

In 2025, ANA and Stein hosted the second annual Brand-to-Demand Conference in New York. The sold-out event focused on the accelerating shift toward integrating brand and demand strategies. Attendees explored the current state of brand-to-demand maturity across the industry, with real-world case studies showcasing how brands at different stages are navigating this evolution.


The Business-to-Demand Conference lands in London for the first time. Its focus: B2B’s Brave New World of BDX®.


As more organisations embrace integrated, end-to-end brand and demand strategies, top B2B marketers will share how they’re driving measurable impact by connecting long-term brand building with short-term performance.


Presented by Brand Finance, ANA, IAA UK, LinkedIn and Stein, the London edition offers a front-row seat to this evolving frontier - with real-world insights from brands at every stage of the Brand-to-Demand Experience (BDX).


Hear how leading brands are turning BDX into results - book your seat now.

Organized by

IAA UK

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Sep 30 · 12:00 PM GMT+1