B2B demand generation webinar: Brand and activation for growth

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Brand + activation = B2B growth in 2026

A Strategy Sorted webinar by Embrace Marketing

Why brand + activation is the essential mix!

Finally, the short-term mindset that became the norm for many businesses has lifted! Brand is back – with McKinsey reporting that Chief Marketing Officers (CMOs) across Europe have ranked branding as their top priority in recent research about 2026 plans.

It’s a no brainer really. A strong brand drives B2B demand generation and sustainable long-term growth. Short-term thinking brings short-term results. When approximately only 5% of the B2B target audience is ready to buy now – brand nurtures the 95% that aren’t ready, whilst you activate the 5%.

What you’ll take away

In this Strategy Sorted webinar by Embrace, three highly experienced marketers shared how to create the perfect blend of brand + activation to boost B2B demand generation and hit your growth targets.

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The webinar covered:

What it takes to build a distinctive and relevant B2B brand that fuels B2B demand generation
Research findings from Les Binet and Peter Field balancing brand and activation
Why B2B needs to embrace emotion to better connect with ICPs – with evidence from behavioural thinking and neuroscience
Top tips on optimising your website for better activation and conversion
How to apply a new BEAM (Brand, Evaluation, Action and Measurement) framework that balances brand and activation for long-term growth
Real-life B2B examples

Webinar hosts

Becky Reardon, Managing Director

Becky founded Embrace over a decade ago. She brings more than 17 years’ experience advising senior leaders on B2B brand and marketing strategy for growth. Becky specialises in defining effective brand and marketing direction, deep ICP understanding, differentiated value propositions and connecting strategy to impactful outcomes. She has developed brand (RiSE) and agile marketing (BEAM) frameworks to drive brand strategy and demand generation with a goal of empowering clients to achieve sustainable, long-term growth.

Ciaran Reardon, Director

Ciaran leads B2B digital demand generation and website strategy at Embrace. He brings more than 15 years’ experience delivering results-driven digital strategies for B2B and not-for-profit organisations. His work focuses on aligning key objectives with high-performing digital delivery, underpinned by measurement, analysis and continuous optimisation. He is highly knowledgeable in SEO and AEO. Prior to becoming a director at Embrace, Ciaran led customer advocacy programmes for global technology businesses including Cisco, Microsoft and Hewlett Packard.

Chelsea Howe, Senior Marketing Account Manager

Chelsea is a high experienced marketing strategist and account lead at Embrace. She delivers measurable results and clear ROI, combining strategy, creativity and analysis to drive client success. Chelsea leads SEO and AEO, identifying the most effective approaches and opportunities for clients. Prior to Embrace, she worked at McCann and Havas and is currently completing a master’s in neuroscience.