The Challenger Playbook: How B2B Brands Break Through

Big budgets don’t always build cultural impact, but bold thinking does. In this rapid-fire session, challenger B2B brands reveal how they’ve broken through by borrowing tactics from outside the category, refusing to play it safe and turning unglamorous products into cultural growth engines. The marketers behind some of the most talked-about B2B campaigns will unpack how creator-led storytelling, smart stunts and unconventional channels drove sign-ups, demo requests and real pipeline. A practical look at how to innovate when resources are limited – and why challengers are rewriting the B2B rules.