Marketing and Monsters at ExCeL | B2B Marketing Event

Georgia Weyman

VP International Sales

What a whirlwind few days we had at the B2B Marketing Expo at ExceL London. It was one of those weeks that reminds you why live events still sit at the heart of B2B.

The energy on the floor was constant, the conversations were honest, and there was a real sense of being surrounded by people who are navigating many of the same challenges we see every day.

For us, this event was far more than a booth setup. It was a chance to show up in the middle of the industry we serve, listen closely, and talk about what is actually happening inside revenue teams right now. The questions, the pressure, the shifting expectations, and the need for clarity across every touchpoint. Those conversations shaped the entire experience for us.

What people were talking about

If there was a theme that carried across nearly every conversation, it was the feeling of teams being stretched thin. Slow pipeline velocity. Content workflows that cannot keep up. A growing list of platforms and tools that solve one problem but create another. The tension between building a brand that lasts and driving near term results with limited time and resources.

What struck us was how closely those conversations matched the data: four in ten B2B marketers plan to increase brand budgets and nearly half say they’d put most of their spend into brand if they could, yet most are still funnelling the bulk into lead gen because that’s what’s easiest to prove in the boardroom.

Hearing these patterns reflected back again and again made it clear that the challenges are universal. It also made the conversations at our stand feel genuine and grounded. People were ready to talk about the real work, not the surface level version of it.

roi-repear

The moments that stood out

One of the highlights of the week was Lee Wardell’s session, Don’t Rebrand. Rewire. It struck a chord with teams who have felt stuck between maintaining the brand they have and wanting to strengthen the commercial impact behind it. Attendees told us afterward that the practical examples and frameworks helped them see a clearer path without starting from zero. If you missed it and want the slides, reach out and we will share them.

Better still, ask nicely and Lee might present them to you personally
Another surprise hit was our Marketing Night Terror Top Trumps card game. We had them made as a fun way to break the ice, and it ended up creating some of the best moments of the expo. People got competitive quickly, but it also opened deeper conversations about the real monsters blocking progress. The phantom pipeline. Content bottlenecks. Silent prospects. Overloaded teams. All of it showed up on the cards and in the conversations.

If you want a deck for your team, let us know. We saved a few.

Behind the scenes

And there were some quieter moments, too. Quick chats about how AI is reshaping go-to-market strategy. Honest conversations about bandwidth, burnout, and the pressure to deliver more with less. Curiosity around how to build a stronger brand foundation without a full overhaul. These in-between moments are the ones that stay with you long after the event ends.

We captured plenty of photos throughout the week, from booth interactions to team conversations to a few monster sightings.

Looking forward

As we left the Expo, we felt grateful for the conversations and clear on the work that matters most right now. If you stopped by the stand, we are glad we had the chance to connect. If we missed you and you want to continue the conversation, reach out anytime.

London gave us a strong pulse on the industry. We will be ready for the next one.

marketing nights