Name: From Cost to Commercial: How to Actually Talk ‘Finance’ and Make it Relevant to Your Business Goals
Start: 2026-02-25T09:30:00Z
End: 2026-02-25T09:31:00.000Z
Location: BrightTALK

This channel provides practical advice to help B2B marketers understand the rapidly evolving marketing landscape, and to make best use of new techniques and tools.

Join B2B Marketing and Adience (since it's more of a collab), along with one of Adience’s thought leadership clients, Spectro Cloud, this March for a practical, insight-first session on how to build thought leadership that genuinely cuts through. The kind that earns attention, sparks conversations, and shifts market perceptions. Drawing on experience delivering insight for more than 25 B2B thought leadership white papers, we’ll share a proven approach to making your content work harder and go further.

You’ll learn:
- How to maximize ROI from thought leadership (and avoid “content for content’s sake”)
- Why a discovery phase is the difference between bland and breakthrough.
- The ideal method for generating insight that stands up to scrutiny.
- How to package findings for maximum engagement and shareability.
- How to extend impact well beyond the report launch.
 

If you’re creating thought leadership to build authority, differentiate your brand, or open doors with senior audiences, this session will give you the tools to turn ideas into influence and content into real commercial impact.

From Content To Credibility:  How To Build Thought Leadership That Truly Shift Perceptions

Want to see powerful storytelling in action? B2B Marketing hosts Gravity Global and Ben Lang, Head of Client Engagement, Jupiter Asset Management to decode how emotion fuels B2B effectiveness. We will dive into Gravity’s Fame, Admiration, Belief framework - showing how compelling storytelling, a single‑minded proposition and measured bravery can cut through complexity, build trust and sustain demand. 
Ben will be sharing how Jupiter’s brand has evolved and embedded across the business - from positioning and narrative to identity, digital, content, client communications, TV and beyond. Expect practical takeaways on an approach that compounds fame, deepens admiration, and converts belief into enduring demand in financial services. Join this B2B Marketing webinar in association with Gravity Global - it'll be worth every minute.

Making Markets Feel: Creating Enduring Demand in Financial Services

B2B buyers no longer move neatly through the traditional funnel. Today’s buyers are independent, well-informed, and often decide who to purchase from before ever speaking with sales. What used to be a linear journey has become unpredictable and far less controllable.



In this new climate, being conversion-obsessed isn’t enough. Marketing leaders must put trust and brand at the center.



This session challenges outdated funnel-first thinking and introduces a new blueprint built around buyer enablement, brand credibility, and the silent majority of buyers who never raise their hand. In partnership with ReelFlow, a panel of experts will share how marketing teams can adapt to evolving buying behaviours and put these principles into practice. We’ll cover:
● How to design exceptional website experiences to make your organization stand out.
● How to leverage buyer-enabled video experiences to drive deeper engagement.
● Understanding how AI is reshaping top-of-funnel search.
● Tangible next steps for marketing leaders to take to adapt to shifting buyer dynamics.

Speakers: 
Jonathan Griffiths.
Dimitrios Kales.
Chris Wickson.

Inside the Evolving B2B Buyer: Why B2B Marketers Must Stop Chasing Conversions and Start Building Trust

Insight is more than just data. You need to have a deep understanding of your target market while analyzing customer strategies in order to understand and inform your own strategy. From a commercial perspective, this skill is essential to have so you can create GTM strategies that truly resonate, adapt, and deliver results.

Following the release of our latest report, The Insight Advantage: How Commercial Marketers Use Intelligence to Drive Growth, this webinar brings together three expert perspectives to explore why insight is one of the six essential skills to becoming a commercial marketer and how to develop it to align with your GTM strategy.

We will also be discussing:
 - The role of research in overcoming challenges such as market misalignment and technology disruption.
 - How to navigate from information overload to more succinct intelligence and takeaways.
 - A practical framework for building insight skills across your team based on report insights.

From Data to Decisions: Mastering Insight Skills for Commercial Growth

Becoming a commercial marketer is critical in today’s competitive marketing landscape. That means looking beyond isolated tactics and focusing more on business growth and becoming more influential in the boardroom. And to do so, you need to master six essential skills.

One of the most important of these skills is analytical thinking: the ability to interpret data and make commercially minded decisions. Yet, according to a recent Propolis poll, only 10% of marketers feel they’re experts in this area. Half describe themselves as “capable,” while 40% admit they’re not fully confident. So why is there such a skills gap and how can marketers strengthen this crucial capability?

In this webinar, we’ll explore:
 - Why analytical skills are essential for driving revenue growth
 - Real-life examples and mini case studies that show the link between data and commercial impact
 - Practical tips from an expert panel to help you gain the “analytical edge”

The Analytical Edge: Building Data-Driven Skills to Excel as a Commercial Marketer

In a world increasingly reliant on digital customer journeys, marketers know they can provide huge amounts of value to their businesses. So why do we often feel pushed to the margin in the C-Suite? 

In this session, we will explore how marketers can build trust and influence at the top table and enhance marketing’s strategic and commercial impact.

Attendees will learn:
 - What is marketing’s place in executive leadership?
 - How can marketers engage effectively with the key strategic priorities of the C-Suite?
 - What areas of the business do marketers need to engage with to become “Commercial Marketers” and demonstrate their value?

No small chairs at the top table: How to make marketing indispensable to the board

With a novel write-in Q&A format, our panelists will troubleshoot your talent dilemmas, offering perspectives on how to retain talent in a slow-growth environment, upskill and empower teams to wear multiple hats, and address the challenges that can arise when developing and engaging younger, remote-working talent.

The marketing talent helpline: Answering your biggest talent-related questions

In this fireside, you will learn how to speak the same language as your CFO, take more control over your value-creation plan and build influence over your budgets. In this candid fireside chat, marketers will learn the key KPIs to report to their CFO, and how to move away from a narrow focus on marketing metrics to having real business impact.

F is for friend (not foe!): How to partner with your CFO on a value creation plan

Over the past year, members of Propolis – the global community for B2B marketers – have been working together to find out how B2B marketers can build trust and influence at board level and help clearly drive business growth. The answer? Marketers must become “commercial marketers” – B2B marketers whose primary skillset and value is in their ability to think strategically and drive measurable business growth through marketing. In other words, marketers need to stop being occupied with tactical wins and results in isolated metrics. Endeavor Media is partnering with Propolis to understand the scale of the challenge ahead of marketing as it transforms. Running three separate surveys - for finance leaders, sales leaders and marketing leaders – Endeavor Media will reveal how aligned marketing is with these two departments, the perceived value of marketing, and its ability to drive commercial growth.

How to lose friends and alienate the board: Are B2B marketers driving any ROI?

Whether you work for a client or an agency, winning a B2B Marketing Award can be a pivotal moment in your career, helping you gain trust within your organisation and win new business.

With more than 500 entries each year, the B2B Marketing Awards are the gold standard for excellence in B2B. That also means they are notoriously hard to win — but it doesn’t have to be that way!

In this live interactive webinar, you will hear first-hand what our judges expect to see in a submission worthy of winning, learn which common pitfalls to avoid, and have the exclusive chance to quiz past winners directly about how they shaped their mind-blowing masterpieces!

How to Win a B2B Marketing Award

In today’s fast-moving marketing landscape, growth isn’t driven by campaigns alone. It’s powered by commercial marketers who have the ability to think beyond brand and channel and have a much deeper understanding of a GTM strategy. 

Join B2B Marketing and The Think Tank for a practical, research-backed webinar that explores the crucial link between commercial marketing and sustainable growth. Using insights and takeaways from The Think Tank’s research Unlocking B2B Growth: How a Winning Go-to-Market Strategy Drives Commercial Success, which drew on insights from more than 1,000 marketers in the UK and USA, we will be unpacking everything from:

- Why enacting GTM is a core business strategy and its link to commercial success.
- How insight-driven planning is critical for a Go-to-Market strategy.
- How to tackle limitations, such as measuring impact, misalignment and the ever-changing tech landscape.
- The implications of the research and a framework for delivering GTM further.

Speakers include: 
- Matt Allen, Senior Executive Director - Clients, Markets & Strategy, Bidwells
- Sarah Whipp, CMO, Elliptic
- Liam Bateman, Founder & Managing Director, The Think Tank

Regardless of where you’re at in your GTM journey, this session will give you the tools, framework, and insights to drive marketing forward with a commercial mindset.

From Insight to Impact: The Commercial Marketer’s GTM Playbook

Today’s B2B buyers don’t want phone calls or gated PDFs; they want to guide their own purchase journey with content that answers questions as precisely as a sales rep would. Yet most enterprises still funnel prospects into the same lead-hand off routine—95 percent of which buyers ignore. In this webinar in association with  Splashmetrics and BBN | Agency X,  we will be showing CMOs how to meet modern buyers on their terms—without overhauling existing GTM operations. You’ll see how to transform your highest-value assets into interactive, AI-driven experiences, capture a new class of buyer data, and feed sales teams insight they can act on the moment a self-qualified prospect reaches out. The result: tighter marketing-sales alignment, faster deal cycles, and a measurable lift in ROI.

A CMO Briefing: Serving the Self-Educating Buyer—AI Content, Real-Time Pipeline Insight

Did you know that 82% of buying groups have requirements mostly set before engaging with a vendor? The traditional sales cycle might have a clear start and end—but the journey in between? It’s anything but linear. Today’s B2B buyers take a squiggly, self- directed path, researching, comparing, and shortlisting without ever filling out a form.

So why is it that marketing and sales continue to follow a traditional funnel (invented in 1898 by the way)? 

Join Stuart Jaffray, Managing Director, Green Hat as he runs through an exciting presentation and Q+A session, which outlines how marketers should be approaching the B2B buying cycle, especially in a world where buying groups are utilizing
self-service practices.

This B2B Marketing webinar in association with Green Hat, a BBN organization, will cover everything from their research with 6sense to:

● How to engage and influence self-serve buyers with content, brand, and smart
activation.

● What the “dark funnel” really is, and how intent data and integrated tech stacks can help you uncover hidden buying activity.

● How marketing should influence the research stage to facilitate sales and increase alignment between teams.

● Who your self-serve buyers actually are—and how generational trends are shaping the future of B2B buying behaviour.

Late to the Buying Party? Winning Strategies for the Self-Serve Buying Era

Delivering high-impact digital ads can certainly be a challenge in the B2B
industry. The days of relying on third party cookies have been replaced with investing in first-
party data, utilising contextual targeting and creating data ecosystems - but not everyone
has gotten on board.
 
In this webinar in association with Funnel Fuel, we will be delving into some top tips for
brands who are looking to build a first-party data strategy to deliver their digital campaigns.
We also address how to ensure your ads appear in the right context to the right audience at
the right time, as well as the key to delivering your ads in real-time.

Top 5 Tips For Executing Your Digital Advertising Campaign

Join us for an insightful digital case study webinar, presented in partnership with JPC. Hear directly from James Mollard, Director of Growth and Strategy, JPC, and Chris Cowie, Client Partner, The Co-operative Group, BT, as we walk through a real-world ABM case study with leading British gaming company William Hill. We will be discussing everything from selecting accounts to overcoming key challenges and driving measurable impact.
If you’re looking for tactical advice and takeaways, we will also be touching on the transition from an account-based marketing approach to a deal-based marketing approach. In addition, James and Chris will delve into the critical role of early stakeholder alignment, highlighting how engaging sales leadership, consultants, and finance from the outset can lead to commercial success. Stay tuned until the end to discover how the BT and William Hill
partnership has evolved and what results they were able to achieve.

Backing the Right Accounts: Inside a Revenue-Driven ABM to DBM Strategy with BT and JPC'

As B2B buyers become more self-serving, personalization has become pivotal in cutting through the noise and standing out. Check out this exciting digital case study webinar in association with TrenDemon, featuring CEO Avishai Sharon.

In this session, Avishai will dive into the real-world challenges marketers face when personalizing websites, content, and digital experiences. He’ll chat us through the personalization journey—from understanding what strategies to deploy at different maturity levels, to measuring effectiveness and discovering automation opportunities that drive impact.

But that’s just the beginning. We’ll also explore how TrenDemon is helping B2B ABM teams boost conversion rates and streamline workflows, turning digital experiences into pipeline-generating engines.

Speakers:
● Kavita Singh, Head of Growth Solutions Content, B2B Marketing
● Avishai Sharon, CEO, TrenDemon

The Power of Personalization in the B2B Buyer’s Journey

What does GTM (go-to-market) mean? We talk about it all the time, but are we defining and applying it in the most strategic way? And does it lie with marketing, product or sales? But most importantly, how can it be used to generate commercial success?

These are all questions that will be answered in an exciting panel discussion. In this B2B Marketing webinar in association with The Think Tank, we are hosting a panel with three key marketing leaders. 

Off the back of winning ‘UK B2B agency of the year’ at our B2B Marketing Awards, The Think Tank will share their definition of a go-to-market strategy, the steps to executing it effectively, as well as the commercial benefits from introducing this strategy into the business.

Speakers Include: 
- Liam Bateman, Managing Director, The Think Tank.
- Sarah Sutton, Chief Marketing Officer, Send.
- Sarah Roberts, Global Cheif Marketing Officer, Boldyn Networks.

Why Defining and Activating Your Go-to-Market Strategy Is a Must in 2025

“You need to be speaking the language of the CFO and CEO.”

Most marketers have heard this advice - few marketers know how to put this in practice confidently. However, becoming commercially-minded is a non-negotiable in today’s marketing landscape. That’s why at B2B Marketing, we champion the shift toward the commercial marketer: a professional grounded in six essential skills.

And we’ve outlined the six skills to becoming a commercial marketer. The hardest one based on our Propolis Community Sprint? Financial acumen -  the ability to understand the language of the finance team, and having enough knowledge to have conversations about marketing’s commercial impact in their terms. 

You’ll learn which figures you need to make financial decisions, how to present marketing outcomes in financial terms, and the metrics that resonate with senior stakeholders. Our expert speakers will share real examples and mini case studies to show this skill in action.

From Cost to Commercial: How to Actually Talk ‘Finance’ and Make it Relevant to Your Business Goals

B2B Marketing

Commercial Marketer

Finance Directors

Financial Planning

Marketing

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The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

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The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

From Cost to Commercial: How to Actually Talk ‘Finance’ and Make it Relevant to Your Business Goals

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