B2B Marketing Live London 2025: Key Takeaways From the Energize Marketing Team

Last week, Energize Marketing had the privilege of exhibiting and speaking at B2B Marketing Live in London, held November 19–20, one of Europe’s most concentrated gatherings of modern B2B marketers, revenue leaders, and ABM innovators. For our team, the event represented far more than a booth presence. It was an opportunity to share new global research, reconnect with clients and partners, and benchmark what the world’s most sophisticated B2B teams are preparing for in 2025 and beyond.

Electric Energy

We came to London with a clear purpose: to engage directly with the EMEA marketing community, share early findings from our State of Demand Generation 2025/2026 Global Survey, and deepen conversations around what it truly takes to accelerate qualified pipeline in today’s environment.

From the moment we arrived, the atmosphere was unmistakable, busy aisles, senior marketers asking sharp questions, and an audience noticeably more focused on pipeline, data quality, and activation than on “cool tools” or vanity KPIs. You could feel that leaders are exiting 2025 and entering 2026 with heightened expectations and a mandate to show revenue impact through measurable, qualified engagement rather than surface-level activity. That theme echoed through nearly every discussion we had at the booth.

The FIS Fireside Q&A: Data Meets Real-World Execution

One of the highlights of the week was the fireside chat I hosted with Norbert Lorand, Digital Marketing Manager and Demand Generation Lead at FIS, titled:

“How ABM Leaders Accelerate Pipeline, Backed by Global Demand Generation Research.”

During this Q&A, we unpacked findings from our global survey of 300 marketing leaders and connected them to how a sophisticated enterprise like FIS activates these practices inside real ABM and demand programs.

Key themes from the stage:

●      2025 is the Year of the Pipeline Mandate. 91% of marketers ranked pipeline, ABM, or lead quality as their top priority.

●      Intent Data Adoption Is High; Activation Is Not. Nearly all marketers (99%) say they use intent, but only 7% call it “very effective.”

●      Webinars Are Reinventing Themselves. Marketers are shifting heavily toward short-form, high-production, bingeable formats, perfectly aligned with what we’re building through our TechTalks™ brand.

●      AI Is Growing, But Data Confidence Is Not. Only 22% have real confidence in their first-party data to support personalization.

The session reinforced what we see daily: adoption is widespread, but activation is the differentiator. Norbert’s perspective brought valuable clarity, showing how these trends manifest in regulated, global, enterprise environments.

Learnings From The Show Floor

Beyond the stage, conversations at the Energize Marketing booth revealed several consistent themes:

Pipeline Pressure Is Now Universal.

Marketers across EMEA echoed the same theme: growth expectations rising, scrutiny increasing, and a shift toward precision channels, ABM, and credible content.

Budgets Are More Resilient Than Headlines Suggest.

Our survey data shows the same: 53% of global marketers expect budget increases, only 8% expect decreases. The shift is toward precision channels, ABM, high-value content, and credible research.

Credibility Content Still Wins.

Research reports and whitepapers remain among the most trusted and consistently high-converting assets in complex industries such as fintech, cybersecurity, and enterprise technology. Buyers continue to rely on credible, insight-rich content to guide decisions in multi-stakeholder purchasing cycles.

Webinars Are Entering a New Era.

There was significant interest in the short-form, premium-production webinar style we’ve been scaling through TechTalks™, which mirrors what our survey data and client conversations confirmed across fintech, cybersecurity, and enterprise tech. Modern buyers increasingly favor concise, high-quality webinar experiences that deliver value quickly and encourage continued engagement.

Extending the Conversation

While the event itself moved fast, we weren’t finished. Following my session with Norbert, my fellow co-founder, David Steifman, and I recorded the first episode of our new podcast, “The Powered Pipeline” (coming soon), digging deeper into the data, predictions, and patterns we saw across the show floor.

We expanded on topics such as:

●      Why nearly every conversation at the show came back to pipeline.

●      How ABM is evolving into a precision revenue discipline.

●      The accelerating shift from long webinars to short, high-production formats

●      The widening gap between AI ambition and AI readiness.

If B2B Marketing Live showed us anything, it’s that the market is hungry for credible data and practical activation frameworks, not theory, not hype, but proven models that create measurable pipeline impact.

Final Thoughts

London was a standout event for Energize Marketing. The alignment between our research, our client work, and the conversations happening globally was clear. Marketing teams are entering 2026 with sharper expectations and a stronger commitment to pipeline performance, credible content, and audience intelligence.

As we close out the year, we look forward to releasing the full survey report and continuing the conversation with leaders who are ready to elevate their 2026 demand generation strategies.

If you’d like to receive the report or learn more about Energize Marketing’s work across ABM, webinars, content creation, and global demand programs, follow us on LinkedIn or visit us at energize-marketing.com.