Tomorrow I’m hosting a roundtable with a room full of B2B marketing operators. The event is sold out — but if you’re in London and there’s a spare seat, reply to this email and I’ll see what I can do. The event is called B2B unplugged and has quickly gathered a lot of traction in the London scene
Before I walk in, I’m doing what I always do: writing down exactly what I think. Not what sounds smart. Not what’s safe to say in a room full of peers. What I actually believe right now, in April 2026, based on what I’m seeing in the market every day.
Consider this my pre-match notes. I might walk out tomorrow with all of it intact. I might walk out having had my mind changed on half of it. That’s the point.
Here’s where I stand going in.
Roundtable 1: What’s actually changing in 2026 and what’s just noise?
My position going in: the B2B playbook isn’t being rewritten. It’s being stress-tested like never before
The fundamentals of demand creation haven’t shifted. What’s shifted is buyer tolerance …
