This year’s marketing conference 2026 theme is Build What’s Next: Marketing Leadership in an AI-Driven World. CMOs and marketing leaders must rethink strategies, collaboration and talent as AI fundamentally transforms marketing, driving growth and ensuring relevance in an evolving digital landscape. Explore our topics, all developed with this theme in mind.
Explore this year’s topics
View topics for marketing executives and dive into last year’s sessions while we work on the full 2026 agenda.
Conference Topics at a Glance
CMO Leadership and C-Suite Influence
Learn how future-forward CMOs are reshaping their scope and influence; positioning marketing as a strategic growth driver and strengthening their presence at the executive table.
Product Marketing in a New Era
Product marketing must deliver more, faster than ever before, to meet evolving buyer priorities, promote rapid product releases and respond to competitive moves. Learn how CMOs are identifying unique offering differentiators and targeting with precision to drive commercial success.
Customer Attention and Behavior Shifts
Customer engagement is being reshaped by AI, new channels, and evolving attitudes and preferences. See how marketers are adapting to fragmented attention and orchestrating journeys that build loyalty and growth.
Look back at 2025 conference sessions
Many marketing conference sessions were presented each day at the 2025 Gartner Marketing Sympoisum/Xpo. While we work to develop this year’s agenda, filter to see sessions that align with your role and interests.
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Monday, June 02, 2025
09:30 AM - 10:15 AM MDT
Gartner Opening Keynote: From What's New to What's Next - Leading Marketing's Epic Journey to Growth
Alex De Fursac Gash,
VP Analyst, Gartner
Kristina LaRocca-Cerrone,
VP, Advisory, Gartner
Marketing leaders face extraordinary expectations from the enterprise, customers, and their teams. These have been driven up by increased demands for AI ROI, product innovation, increasingly complex buying journeys and shifting customer preferences. These heightened expectations create both challenges to change and opportunities to innovate, that combined, give the shape of an epic journey that marketing leaders will need to carefully navigate and successfully complete. This keynote will help you prepare, plan and execute this epic journey. We will provide guidance on improved expectation setting with business leaders, effective calibration of marketing resources, and new ways to prioritize customer engagement efforts.
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10:30 AM - 10:50 AM MDT
6sense: Buyers Have Opted Out of the MQL-Industrial Complex: Now It's Your Turn
Kerry Cunningham,
Head of Research and Thought Leadership, 6SENSE
Marketing has become a lead-generation machine, but buyers have opted out—they ignore forms, BDRs, and nurture campaigns. This session explores new research on how buyers actually purchase and what revenue teams must do to adapt.
Key Takeaways:
How B2B marketing became industrialized and why it fails.
What B2B buying really looks like and why marketing must evolve.
How marketing teams can align with buyers to boost revenue performance. ... Show More Show Less
Key Takeaways:
How B2B marketing became industrialized and why it fails.
What B2B buying really looks like and why marketing must evolve.
How marketing teams can align with buyers to boost revenue performance. ... Show More Show Less
11:00 AM - 11:45 AM MDT
Roundtable: Search Marketing in 2025 and Beyond
Noam Dorros,
Director Analyst, Gartner
Join this interactive session to share and learn from peers on the big issues affecting Google SEM and SEO strategy in 2025. Discussion points will include:
— The impact of generative AI on SEO strategy.
— How to navigate changes in the search advertising landscape.
— Effective tools for optimizing search marketing performance.
— Talent and organizational structures supporting effective search marketing. ... Show More Show Less
— The impact of generative AI on SEO strategy.
— How to navigate changes in the search advertising landscape.
— Effective tools for optimizing search marketing performance.
— Talent and organizational structures supporting effective search marketing. ... Show More Show Less
11:00 AM - 11:30 AM MDT
The New CMO Rocket Ride - How to Succeed in Your New CMO Role
Chris Ross,
VP Analyst, Gartner
New CMOs need to make a strategic impact fast, not only as the leader of marketing, but as a key player in the C-suite as well. This session shares the key outcomes, actions, pitfalls and leadership traits the new CMOs can prioritize to deliver quick wins and long-term transformation.
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11:00 AM - 11:45 AM MDT
Ask the Expert: The Very Latest on U.S. Consumers and Culture in 2025
Kate Muhl,
VP Analyst, Gartner
To build differentiated brands CMOs need more than understanding of customers and competitors. They must account for cultural context and expectations of target consumers. In this session, we will use Gartner’s proprietary data to provide up-to-the-minute insight into how current events and the economy are shaping U.S. culture and consumer attitudes.
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11:00 AM - 11:30 AM MDT
Signature Series: Key Insights From 2025 Gartner CMO Spend Survey
Ewan McIntyre,
VP Analyst, Gartner
Since 2012, Gartner's CMO Spend Survey has provided an invaluable view of the state of marketing budget and strategies. In this session, we will dig deep into the must-have data and insights.
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11:00 AM - 11:30 AM MDT
Recalibrate Your Demand Generation Strategy for Today’s B2B Buyer
Carlos Guerrero,
VP, Advisory, Gartner
B2B CMOs allocate more of their budget towards demand generation than any other operational area. These investments can be wasteful — even harmful — if they fail to properly account for B2B buyers' decision-making dynamics. Learn how to recalibrate your approach to demand generation for the modern B2B buyer.
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11:00 AM - 12:30 PM MDT
CMO Circle Research Discussion: Optimize Personalization for Future Commercial Success
Audrey Brosnan,
Sr Director Analyst, Gartner
Generative AI promises dramatic reductions in operating costs, making personalization at scale more feasible. However, not every tactic drives value and, in some cases, may actually inhibit commercial outcomes. Join this discussion to uncover what personalization is most commercially impactful, how to drive meaningful engagement, and ways to ‘future-proof’ your personalization efforts.
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11:00 AM - 11:30 AM MDT
CMOs: Expand Your C-Suite Influence and Prove Marketing's Value Using Gartner's Playbook
Matt Wakeman,
Sr Director Analyst, Gartner
CMOs often struggle to convince their C-suite peers of marketing's value, especially with one-size-fits-all headline metrics. In this session, attendees will see how Gartner's CMO's Playbook works and get answers to four key questions: 1) Why is this so hard? 2) What will make people care? 3) How can I overcome resistance? and 4) When will this approach expand my C-Suite influence?
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