Gilroy's latest event in partnership with

Rethinking Modern B2B Growth

Driving pipeline and revenue in the era of AI

Watch the highlights
Three cartoon mascot characters: a floating white robot for 6sense with glowing turquoise eyes and ears, a blue furry one-eyed monster with a G as a face for Gilroy, and a turtle wearing a suit and tie for Turtl.
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Here’s what you missed

Big-screen perspectives on modern B2B growth

On 21 May, Gilroy brought together B2B leaders, specialist partners and industry voices to explore how AI, data, content and activation are reshaping connected buying experiences – and how brands can turn engagement into qualified pipeline and revenue.

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Read on

In partnership with 6sense and Turtl

Marketing and revenue leaders are under increasing pressure to deliver measurable pipeline, but the way buyers engage has fundamentally changed.
 
Buyers now research independently, engage across multiple channels, and often remain anonymous until late in the journey.
 
As a result, traditional funnel models no longer reflect how decisions are made, making it harder to interpret engagement and identify real buying intent.

Big-screen perspectives on modern B2B growth

On May 21st, Gilroy brought together senior B2B leaders and partners to explore a new approach: Connected Buying Experiences.
 
Delivered in partnership with 6sense and Turtl, the event focused on how to connect visibility, engagement and revenue across the full buying journey.
 
Hosted in an immersive, cinema-style setting, the afternoon combined big-screen perspectives, focused discussion, and curated networking with peers facing the same challenges.

Key takeaways

A few of the ideas that shaped the day – from AI-led discovery to changing buyer expectations, and what they mean for modern B2B growth.

Growth starts before buyers raise their hand

AI is changing how brands are discovered

Trust is built through proof, not presence alone

Content needs to move accounts forward

Connected buying experiences are the new growth model

Gilroy brings the full ecosystem together

Perspectives from

Jenn Shaw-Sweet

Global Practice Lead, The B2B Institute, LinkedIn

After spending 20 years in top 10 network agencies, working on Global accounts and household names in sectors as diverse as FMCG, Food and Beverage, Beauty, Automotive, Banking and Retail, Jenny switched Media-side to LinkedIn to join the B2B institute, a thinktank focussed on marketing research and best practice.

At the B2B Institute, her work is all about challenging outdated assumptions and giving marketers what they really need: insight-backed data, cutting-edge research, and a fresh perspective on what’s actually driving B2B decisions today.

Jon Clarke

Data Partnerships Director, 6sense

Jon Clarke is a proven B2B GTM leader with 30+ years driving high-growth strategies across sales, marketing and innovation. He hasco-founded and scaled five companies, including intent data platform Cyance. Now at 6sense, Jon helps brands outpace competitors through category creation, differentiation and high-impact go-to-market execution.

Adelle Kehoe

Director of Product Marketing, Similarweb

Adelle Kehoe is Director of Product Marketing at Similarweb, where she leads go-to-market strategy for search and digital intelligence solutions. With a background in SEO, content, and marketing, she helps brands navigate the shift to AI-powered search. She has been featured in multiple publications discussing AI search and its impact on brand visibility and digital strategy.

Bex Howie

Head of Transformation, Gilroy

Bex Howie is Head of Innovation at Gilroy, leading AI-led transformation across content, digital and go-to-market strategy for B2B technology brands. Turns AI and market shifts into commercially accountable programmes spanning ABM, digital ecosystems and content-led growth, and created LumusIQ, Gilroy’s Generative Engine Optimisation model for AI-driven discovery.

Nick Mason

CEO & Co-Founder, Turtl

Nick Mason is CEO and co-founder of Turtl, the first Revenue Content™ Platform, helping B2B marketers measure content’s impacton pipeline and revenue. It’s AI assistant, Hatch, powers smarter creation, personalisation and optimisation. Based in London, Turtl supports global teams including AWS, Cisco, Aviva and Informa.

Ben Romberg

Head of Strategy and Planning, Gilroy

Ben Romberg is Head of Strategy and Planning at Gilroy, where he helps global brands turn complex propositions into compelling, high-impact marketing and sales campaigns. With a journalistic background and deep experience in partner, channel and B2B, he leads strategic programmes that connect insight, creativity and measurable outcomes to accelerate growth and enhanced customer engagement.

Robert Norum

Propolis ABM & Demand Strategy Expert

Robert is a B2B marketer with 30+ years’ experience across publishing, IT distribution, agencies, and consulting. An independent consultant for 20 years, he specialises in account-based marketing (ABM), delivering ABM Essentials training to over 1,250 professionals. He is the ABM and Demand Strategy Expert at Propolis and a regular speaker at B2B Marketing events.

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Keep the conversation going

We’ll be continuing the conversation around modern B2B growth, AI-led discovery and connected buying experiences.

Interested in exploring what this could look like for your business? Speak to Gilroy about how to connect insight, data, content, digital experience, media and sales activation into a more measurable growth model.

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Complete the form to register your interest in upcoming Gilroy roundtables, live discussions and expert-led sessions on modern B2B growth.

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