In this week’s episode of the B2B Marketing Podcast, Kavita Singh sits down with ‘UK Agency of the Year’ and foodservice marketing agency, Omne, to explore what’s reshaping B2B marketing. Featuring Emma Halewood, Ellie Mitchell and Chris Davies, the conversation looks at the trends defining 2026 and what they could mean for marketers heading into 2027.
Drawing on hundreds of entries from the 2025 and 2026 B2B Marketing Awards, the discussion explores how AI is changing the way buyers research and shortlist suppliers, why brand and credible proof are becoming more important than ever, and how marketers can keep pace with evolving buyer needs. The group also looks at the move away from siloed campaigns towards connected go-to-market systems, and what it takes to build stronger agency-client partnerships grounded in trust, access, shared accountability and the freedom to challenge each other.
And speaking of the work shaping the future of B2B, the B2B Marketing Awards celebrate the brands, agencies and individuals pushing the industry forward. Want to find out who takes home the top honors in 2026? Join us on 25 November for the ceremony and celebrate the people raising the bar for B2B marketing. Secure your seat at the most coveted B2B Marketing Awards ceremony: https://events.b2bmarketing.net/b2bawards/ceremony
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