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How can companies find B2B clients, allocate limited resources and evaluate new marketing tools? These questions will shape B2B MARKETING FORUM 2026 — the 10th Annual All-Russian Forum on B2B Marketing. The event will take place on November 26–27 at the Lesnaya by Safmar hotel in Moscow.
The programme will cover marketing strategy, client acquisition and retention, analytics and the use of artificial intelligence. Particular attention will be paid to collaboration between departments: how to connect marketing, sales and service around a single customer journey.
B2B Marketing: Identifying Demand and Growth Opportunities
One programme block will focus on operating amid slowing markets and shrinking budgets. Participants will examine the macroeconomic outlook for 2026–2027, opportunities for growth and approaches to strategic decision-making.
Discussions on client acquisition will emphasise precise segmentation, identifying companies with a current need and qualifying leads. Rather than increasing enquiry volumes, experts will explore ways to focus resources on the most promising segments.
AI Search, ABM and Artificial Intelligence
A dedicated topic will be GEO — generative engine optimisation. The programme will address company visibility in AI recommendations, low-volume B2B search demand and changes to the early stages of the funnel as users move from traditional search to AI recommendations.
The Account-Based Marketing (ABM) block will focus on working with selected target companies. Participants will discuss ABM practices in Russia, prospect scoring, reaching decision-makers and performance metrics. Analytics will be explored as a tool for identifying companies with a current need.
AI applications will be examined through everyday marketing tasks: producing copy and visual content, automating routine operations and accelerating PR processes. Discussions will also cover protecting confidential business information and dividing responsibilities between specialists and AI tools.
Another topic will be OSINT — gathering and analysing information from open sources. This will cover selecting reliable sources and data formats to support management decisions.
Marketing, Sales and Service: A Unified Customer Journey
Forum participants will examine how to close gaps between departments through a shared CRM system, agreed lead qualification criteria, coordinated communications and aligned KPIs.
The client retention block will cover customer journey mapping (CJM), omnichannel engagement, AI-powered personalisation and Net Promoter Score (NPS). These tools will be considered across the customer lifecycle — from initial contact to after-sales service.
Case Studies and Discussions of Practical Challenges
According to the organiser’s announcement, the programme will feature more than 30 case studies and presentations by over 35 speakers. Talks will be complemented by research, forecasts and discussions with opportunities for participants to ask questions.
The forum is intended for marketing directors, heads of B2B business development, product development and marketing managers, marketing and sales professionals, and providers of solutions for B2B companies.
Information and photos: B2B MARKETING FORUM 2026.
