8:30 to 9:20 Cannes Lions Location: LIONS B2B Summit, Carlton Cannes, a Regent Hotel

Kickstart your B2B Summit experience with breakfast and the chance to connect with fellow Chief Marketing Officers. Catch up with old acquaintances and meet new people to expand your network.

9:20 to 09:50 Location: LIONS B2B Summit, Carlton Cannes, a Regent Hotel

Paul Coxhill, Chief Operating Officer of LIONS and President of LIONS Intelligence, will launch our summit with a welcome address and set the stage for strategic thinking. Then you'll dive straight into the simultaneous roundtable discussions - a rare opportunity to actively participate in candid and unfiltered conversations on today's critical B2B challenges and emerging trends. Tap into the collective wisdom of your peers to uncover practical solutions and fresh perspectives.

10:00 to 10:10 Cannes Lions Location: LIONS B2B Summit, Carlton Cannes, a Regent Hotel

Jessica Jensen, Chief Marketing and Strategy Officer, LinkedIn, will share opening remarks on the state of B2B to set the scene for a day packed with stimulating conversations and strategic takeaways.

10:10 to 10:30 Cannes Lions Location: LIONS B2B Summit, Carlton Cannes, a Regent Hotel

What elevates B2B creative from good to excellent?

Join this talk for an exclusive look into the trends and insights emerging from the shortlisted campaigns for the Creative B2B Lions Awards.

Gain first-hand knowledge as our speakers dissect the standout work that will define the benchmark for B2B creativity in the year ahead. Discover the crucial elements that captured their attention, from ground-breaking creative ideas and strategic brilliance to flawless execution and impactful results.

Questions this session will answer:

• What key insights can we glean from this year's body of shortlisted B2B work?
• What trends and themes will shape the year ahead?
• What are the key takeaways from the work that fearlessly pushed creative this year?

10:30 to 11:00 FCB New York Location: LIONS B2B Summit, Carlton Cannes, a Regent Hotel

Spotify has built its platform on personalisation. So, it makes sense that its own marketing would follow suit. By focusing on specific subsets of marketers and crafting hyper-relevant campaigns with hyper-simple messages, they built a platform with outsized impact, and a body of work that’s as creatively unexpected as it is precise. In this session, Spotify and FCB New York pull back the curtain on a years-long partnership defined by empathy, focus, and restraint—one that’s challenged conventional norms and delivered groundbreaking campaigns like A Song for Every CMO and Spreadbeats. Learn why those same principles are now your sharpest tools for building lasting brand value.

Questions this session answer:

• How did Spotify become a place where media planners spend the most time, taking their main work platform and turning it into an entertainment experience?
• What steps did the brand and agency take to make the impossible possible?
• How to apply the power of ideas within B2B to deliver sizeable ROI?

11:00 to 11:30 Stein Location: LIONS B2B Summit, Carlton Cannes, a Regent Hotel

As long as brand in B2B remains stuck in the world of color ways, font families, home pages, and, yes, our beloved brand manifestos, B2B marketing will fall short of its immense potential to drive growth. But now, there’s a new B2B brand manifesto – a proclamation of the power of brand reframed to deliver greater commercial effect and genuine competitive advantage. To deeply influence the entirety of the customer journey and the totality of today’s buying groups. To build the collective confidence to turn consideration into closed-won. Join Jean English, CMO of CoreWeave, Abhinav Kumar, Global CMO of TCS, and Tom Stein, Chairman of Stein, as they address brand’s ability to drive buyability.

Questions this session will answer:

• How to reactivate the 95-5 Rule to Greater Effect and shift brand focus to engage the 25% of buyers (within the 95%) who are not yet in-market but soon will be?
• How to spot Flaws in Brand Strategy by addressing the misconception that buying groups are monoliths when, in reality, they comprise individuals with positive, neutral and negative brand perceptions?
• Why a unified Brand-to-Demand experience (BDX) is B2B’s Future-Facing Go-To-Market Model and the only way to get traction across buyer groups… and from out-of-market to near-market to in-market?

12:00 to 12:30 LinkedIn Location: LIONS B2B Summit, Carlton Cannes, a Regent Hotel

12:30 to 13:00 Location: LIONS B2B Summit, Carlton Cannes, a Regent Hotel

In B2B, the buyer journey doesn’t follow a linear path — it loops, jumps and rewrites itself. With large language models (LLMs) and AI-driven research changing how decisions are made, the mid-funnel (consideration stage) has become the new marketing battleground. Static nurture tracks and generic gated content no longer cut it. To win, brands must show up smarter, stay relevant longer, be hyper-personalised, and deliver trust at every unpredictable turn. All without increasing time to market and budget needs.

This session explores how AI is reshaping mid-funnel engagement — not just with automation, but with true personalisation at scale. Learn how leading B2B marketers are building dual-track strategies that meet both human and AI research behaviours, while using data to reveal unseen content gaps and emerging audience needs. You’ll discover how to scale relevance without sacrificing creativity or consistency.

Most importantly, we’ll show how brand remains the one constant in a chaotic decision journey — the emotional shortcut buyers seek when logic stalls. Expect real-world examples, practical frameworks, and bold perspectives on how to use AI to fuel your content engine and your brand.

Questions this session will answer:

• How is AI — and especially LLMs — reshaping the B2B mid-funnel?
• How can marketers structure content and strategy to be discovered by LLMs during the buying journey?
• What does it take to build or rebuild trust in an AI-mediated buying journey?

13:00 to 14:00 Location: LIONS B2B Summit, Carlton Cannes, a Regent Hotel

Conclude your B2B Summit experience with a catered lunch, offering one last opportunity to connect and continue conversations with fellow senior marketers.