B2B Marketing Forum 2026 I B2B Marketing Forum - event of the year for everyone responsible for the growth of B2B areas and the effectiveness of the marketing strategy
About the conference
B2B MARKETING FORUM 2026 is a professional platform for executives and specialists responsible for marketing, sales, and business development in B2B companies. In 2026, the forum will be held for the tenth time and will focus on how to reshape marketing strategies amid slowing markets, limited budgets, and growing competition for customers with purchasing power.
Today, B2B marketing is no longer simply about increasing the number of leads. Precise segmentation, identifying companies with current demand, evaluating return on investment, and building closer alignment between marketing, sales, and customer service are becoming increasingly important. At the same time, the beginning of the customer journey is changing: traditional search is being complemented by AI-powered recommendations, GEO and Account-Based Marketing are evolving, and artificial intelligence is taking over some operational processes.
The forum will focus specifically on these changes. Participants will explore where to find growth opportunities and new customers, how to allocate limited resources, build a unified customer journey, and use ABM, GEO, analytics, and AI in real-world B2B scenarios.
Who will benefit from the forum
B2B MARKETING FORUM is designed for marketing directors, B2B business development directors, heads of product development and promotion, marketing and sales professionals, as well as providers of products and services for the B2B sector.
The forum will be particularly relevant for teams that need to rethink their marketing strategy amid declining demand, identify promising customer segments more precisely, and demonstrate marketing’s contribution to business results in industries with long sales cycles.
From customer acquisition to a unified customer journey
The practical value of the forum lies in the opportunity to view B2B marketing not as a set of separate channels, but as a unified system for working with customers. The program connects lead generation and qualification, ABM and analytics, collaboration between marketing and sales, customer service, retention, and performance measurement.
Special attention will be paid to changes driven by artificial intelligence. Participants will discuss not only content generation, but also AI automation, AI-powered search, personalization, and commercial data security — including where AI can genuinely save resources and where human expertise remains essential.
The program will also cover GEO (Generative Engine Optimization) and promotion in AI-powered search: how to make a company more visible in AI recommendations, work with low-frequency B2B demand, and adapt the top of the funnel to new information search scenarios.
Who the forum is for
- marketing directors;
- B2B business development directors;
- heads of product development and promotion;
- B2B marketing and sales professionals;
- executives responsible for customer experience and business development;
- providers of products and services for B2B companies.
What participants will gain
- an understanding of how to adapt B2B marketing to declining demand and limited budgets;
- tools for identifying and segmenting B2B customers with purchasing power;
- practical approaches to GEO and promoting a company in AI-powered search;
- models for integrating marketing, sales, and customer service; approaches to launching and developing Account-Based Marketing;
- scenarios for using AI in marketing and content processes;
- methods for using OSINT and external data; tools for working with CJM, NPS, personalization, and customer retention.
Participants will also receive access to video recordings of the forum presentations.
B2B Marketing Forum 2026 in numbers
- 2 days of practical insights
- 30+ case studies from various industries
- 180+ participants
- 35+ speakers
Venue of B2B Marketing Forum 2026 I B2B Marketing Forum
Business program
In 2026, the B2B MARKETING FORUM program will be structured around four major thematic areas.
- Antifragility: strategies, tools, and channels in the new economic reality
Participants will discuss the macroeconomic outlook for 2026–2027, identifying growth opportunities in a declining market, working with customers with purchasing power, precise B2B customer segmentation, and accelerating marketing decision-making.
- The new architecture of B2B interaction
The focus will be on integrating marketing, sales, and customer service, a unified CRM and lead qualification, Account-Based Marketing, customer scoring, and analytics. Special attention will be given to ABM practices in Russia and methods for evaluating their effectiveness.
- AI without illusions
This section will focus on AI automation in B2B marketing, working with generative models, protecting commercial information, and distributing tasks between specialists and AI tools. The program will also include a masterclass on using OSINT for targeted collection of external information.
- Customer-centric B2B marketing
Experts will explore CJM, AI-powered personalization, NPS, and omnichannel customer interaction. The key question will be how to connect marketing and customer service across all stages of the customer journey and improve retention.
A dedicated networking session with group discussions will also take place on the first day. Participants will be able to choose one of several practical topics: event marketing with limited budgets, corporate gifts as a customer loyalty tool, managing different generations within a marketing team, or optimizing resources with AI.
Additional information
November 26 — from 09:00 to 18:45
November 27 — from 09:00 to 17:00
InterForum has been organizing professional business conferences and forums in Moscow for more than 10 years. During this time, the company has held over 120 events attended by more than 19,600 participants from 3,200+ companies. Its projects cover marketing and PR, customer service, HR, procurement, project and product management, operations management, economic security, and other areas of business.
InterForum events are based on the “practice for practitioners” principle: programs are developed with the current challenges of the professional community in mind and focus on real-life cases and practical solutions. Speakers include practitioners, executives, and experts from companies across various industries, while the event format combines a business program with professional networking and the exchange of experience.
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