All 2026 Conference Sessions

Gartner Marketing Symposium/Xpo dives deep into key topics for CMOs and marketing leaders around marketing strategy, customer experience strategy, marketing analytics, data management and more, helping you tackle your organization’s most critical challenges.

2026 Conference Theme

Build What’s Next: Marketing Leadership in the Age of AI

Technology and shifting customer engagement are redefining marketing’s future. CMOs must lead strategic, structural and cultural transformation to drive growth and build trust. The future is being decided now — be the one who shapes what comes next.

Explore our conference sessions below, all developed with this theme in mind.

View track descriptions to ensure you select sessions that best fit your needs.

 

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Monday, 11 May, 2026

11:00 AM - 11:30 AM BST

How B2B Demand Gen Leaders Must Adapt Planning for AI and the Advent of Microcampaigns
Jenifer Silverstein, VP Analyst, Gartner
AI is transforming B2B demand generation with microtargeted, personalized campaigns delivered faster and more flexibly. In this session, we'll uncover the key actions that demand generation leaders must take to evolve their campaign structures, budgeting cycles, channel mix selection and content creation to embrace dynamic planning and optimization — ensuring continued performance and relevance. ... Show More Show Less

12:30 PM - 12:50 PM BST

Magic Quadrant for Customer Data Platforms
Rachel Dooley, Sr Principal Analyst, Gartner
Gartner’s Magic Quadrant for Customer Data Platforms (CDPs) profiles leading providers and illustrates the evolution of in-demand marketing and enterprise data technologies. In this session, you'll learn: how leading vendors prioritize agentic AI, composable architectures, and enterprise scope; what capabilities to search while creating your 3-5 year technology roadmap; how market consolidation is forcing CDPs to prioritize either platformization vs. agentification. ... Show More Show Less

02:30 PM - 02:50 PM BST

Magic Quadrant for B2B Marketing Automation Platforms
Alan Lopez, Sr Director Analyst, Gartner
This session will help CMOs understand how the B2B marketing automation platform space (including vendors like Salesforce, Oracle, Adobe, Hubspot, Microsoft and Creatio) is evolving.
Highlighted trends include: advancement of integrated suites, new AI agent features and consumption-based pricing. ... Show More Show Less

04:00 PM - 04:30 PM BST

Transform Buyer Personas With Analytics to Uncover What Truly Drives Engagement
Nina Maj Fjordvald, Sr Director Analyst, Gartner
Product marketing, demand generation and sales often develop separate buyer personas based on static and hypothetical data that do not reflect actual buying behaviors. Join this session to learn how to use analytics to define shared personas that represent "real-world" buying groups and the behaviors of decision-makers and influencers, streamlining GTM efforts throughout the buying journey. ... Show More Show Less
Tuesday, 12 May, 2026

10:30 AM - 11:00 AM BST

How Account-Based Marketing Should (and Shouldn't) Be Measured to Drive Success
Jenifer Silverstein, VP Analyst, Gartner
As ABM programs grow in importance, B2B marketers face a critical challenge: traditional metrics and attribution models often fall short. Join this session to discover why legacy metrics are insufficient for ABM, how to adopt marketing-influenced metrics that reflect both marketing and sales touchpoints, and how to spot leading indicators of ABM success in the context of long, complex buying cycles. ... Show More Show Less

10:30 AM - 10:50 AM BST

Magic Quadrant for Account-Based Marketing Platforms
Jenifer Silverstein, VP Analyst, Gartner
Account-based marketing remains a key go-to-market model for many B2B companies, enabling organizations to reach net new customers and develop business with existing customers in a personalized yet scalable manner. This session will outline the capabilities that are provided by ABM platforms and how to leverage them as a part of your program. ... Show More Show Less

12:00 PM - 12:30 PM BST

Signature Series: Humans, Machines and the B2B Marketing Org ─ How AI Rewrites Roles, Workflows and Culture
Nicole Greene, VP Analyst, Gartner
Generative and agentic AI will not merely automate marketing tasks — they will reconstruct the marketing organization itself. Once defined by discrete roles, workflows and channel silos, marketing will evolve into an adaptive ecosystem of humans and intelligent systems — constantly learning, collaborating and co-creating. Learn how B2B CMOs will have to rearchitect marketing. ... Show More Show Less

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“Gartner Marketing Symposium/Xpo offered highly valuable insights, presentations and perspectives which really provided specific actions to drive a positive change in our marketing strategy and implementation.”

Julie Juhl Kindberg
Head of Marketing and Communications, Cintrica Energy

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