The untapped potential in B2B briefs: why B2Bs keep asking the wrong questions in their RFPs—and the new model for B2B briefing. Drawing on research with 426 senior marketers, Ledger Bennett and StackAdapt reveal where current approaches fall short across planning, omnichannel execution, measurement and AI. Discover four practical frameworks to create stronger briefs, align teams, evaluate performance and make AI decisions with confidence.
B2B marketers have access to more channels, data and technology than ever—but many briefs still rely on fragmented processes and outdated assumptions. The result is a gap between what teams set out to achieve and what they can effectively evaluate.
Based on research with 426 senior marketers, this session explores how B2Bs can rethink the way they define challenges, collaborate with partners and assess results. Ledger Bennett and StackAdapt will unpack the most common weaknesses in today’s briefing and RFP processes, from disconnected channel planning to unclear measurement and inconsistent approaches to AI.
The session introduces four practical frameworks designed to make B2B marketing more focused, joined-up and accountable. Attendees will gain a clear structure for turning better questions into better briefs—and better business outcomes.