Ready to take the plunge into the EMEA market? It's a wild ride, but when done right has huge potential! Expanding into this dynamic region offers immense growth potential, but let's be real—navigating 115 countries, each with its own unique flavour, can be a bit of a culinary (and cultural) adventure. Timing and strategy are your secret ingredients for success. 

Join Hannah Laurence as she dishes out the essential considerations for mapping out your EMEA market strategy where she explores: 
- Maximising your ROI with smart spending and targeting the right EMEA markets 
- Cracking the code on cultures and tailoring your campaigns to the local market 
- Supercharging your reach with strategic local partnerships 

Whether you're just starting your journey or considering taking the leap, this session will share actionable insights and practical strategies to help you unlock growth opportunities.

1. Learn how to maximise your ROI by identifying the most strategic markets in EMEA to target, ensuring your marketing spend is optimised for growth. 
2. Understand the importance of tailoring your marketing campaigns to resonate with diverse local cultures across EMEA, enhancing campaign effectiveness and brand acceptance. 
3. Discover how forming strategic partnerships with local businesses can supercharge your market reach, providing valuable insights and facilitating smoother market entry.

This session explores one of the core superpowers of product marketing: building alignment and driving impact while balancing authority, influence, and competing expectations. Join seasoned Product Marketing leaders as they share strategies for navigating the complex dynamics across product, sales, communications, and executives.

As the connective tissue between teams, Product Marketing plays a unique role in managing priorities that often conflict. With lean resources, technical buyers, extended sales cycles, and high-stakes launches, the ability to influence outcomes isn’t just valuable, it’s essential. Misalignment can delay innovation and create financial impact for both the business and its customers.

Most PMMs hone these skills through experience, learning, adapting, and evolving along the way. This panel brings those lessons to life with actionable playbooks that help you strengthen influence, build credibility, and accelerate results.

At $15B, the global cyber insurance market is still in its infancy, but experts project it'll more than double by 2030, and the influence exerted by the insurance ecosystem is bound to grow alongside. Insurance is frequently assessing what is 'reasonable security' and which security controls and technologies are must-haves. So how do you position your company to benefit from underwriting mandates, broker referrals, and legal expertise?

This panel leverages experts with decades of experience across the entire cyber insurance ecosystem to answer that question and much more. Listen and engage with the CRO/CMO duo that helped build the largest incident response business in the world, thanks to strong relationships with insurers and law firms, a cyber insurance broker that’s actively shaping applicants into “good risk”, and an underwriter responsible for assessing and managing cyber risk for a huge portfolio of companies.

Key Takeaways:
- Understand insurance as a channel rather than insurance as a client
- The key personas that compose the cyber insurance ecosystem, their role in policyholders' buying journeys
- The main challenges cyber insurance pros are facing and their latest interests in technology and service vendors
- How to gain mindspace (and referrals) from the cyber insurance space
- Commonly avoidable pitfalls and ineffective approaches to marketing in the cyber insurance world

In a world where marketing teams juggle 15+ tools and endless data streams, we're taking a radically different approach. This hands-on workshop challenges the "shiny new tools = better results" mindset and shows you how strategic simplification can facilitate growth, improve decision-making, and align your entire revenue team. Learn how Arkose Labs and MOBI Solutions partnered together to wrangle chaotic tool sprawl, resulting in streamlined, results-driven analytics that fuel confident market expansion.

Attendees complete a live audit of their marketing stack and leave with a personalized 90-day roadmap to eliminate tool clutter, align teams, and focus on metrics that matter. This isn't theory—it's a transformation you can implement Monday morning.

Key Learning Objectives:
✅ Complete a marketing stack audit with elimination/consolidation priorities
✅ Build a 90-day simplification roadmap with quick wins and long-term success metrics
✅ Align OKRs with measurement strategy using the CLEAN framework
✅ Align marketing and sales around shared definitions and metrics
✅ Develop AI-era tool criteria to prevent future “shiny new tool” syndrome

Who Should Attend:
Perfect For: Teams managing 8+ tools, struggling with attribution clarity, experiencing marketing-sales friction, or planning market expansion with confidence in their analytics.
Experience Level: 2+ years marketing experience, optimized for decision-makers and influencers

Workshop Format:
Interactive 60-minute session with peer collaboration and real data exercises. Complete toolkit provided.
Don’t forget to bring your Laptop, a list of your current Martech Stack and approximate cost of each tool.

Most teams overthink short-form video and either never ship or way overproduce into something even they wouldn’t consume. In this hands-on workshop, you’ll turn your niche expertise into a scroll-stopping, 30–90s video, and if you want, you can actually hit publish before you walk out of the room.

We’ll use a simple, repeatable system:

• grab attention in the first five seconds (the multi-stage hook)
• show something real
• keep the pace tight
• speak like a human
• make a natural ask

You’ll learn how to pick a topic your buyers care about, draft a conversational hook, record with your phone (no studio needed), cut ruthlessly, add captions, and post to your platform of choice (Reels, TikTok, or YouTube Shorts).

Expect live demos, examples of good and bad, and immediate feedback. You’ll leave with your first video live, a 7-day “ship daily” plan, and the confidence to create consistently, without sounding salesy or spending hours in an editor.

I will not force you to participate, but if you want to make a video while here, have your phone ready to do so. I record in TikTok, but also have recorded in Instagram Edits or CapCut. 

Bring a smartphone with your preferred app installed - perfection not required.

Marketing leaders often inherit fractured alignment with executive stakeholders, leading to missed pipeline goals, attribution battles, and frustrated CEOs. In this interactive workshop, attendees will walk through a proven alignment diagnostic framework developed by Charles Gold, CMO of ThreatConnect, to identify and fix gaps with the CEO, CRO, market strategy, and internal resources. Attendees will learn how to assess misalignments, structure a joint GTM scorecard, and adopt a shared accountability model across the leadership team. The workshop will use real-world examples, templates, and tactical tools to drive a discussion among CMOs. Attendees will share insights, learn from their peers, and walk away with actionable templates to improve alignment in their organizations.

Leave this workshop with:
1. A Proven Alignment Diagnostic Framework - Learn a structured approach to assess alignment across the CEO, CRO, market, and resources—so you can quickly identify strategic disconnects that may be stalling growth.

2. How to Build Shared North Star Metrics with Sales - Discover how to define and implement shared performance goals (like SQLs, pipeline coverage, and sales efficiency) that unify GTM teams and drive better forecasting accuracy.

3. A Toolkit to Operationalize Alignment - Walk away with templates and tools—including an executive alignment scorecard, reverse waterfall model, and GTM leadership meeting cadence—that you can apply immediately.

What do you get when you mix a 25-year-old tech brand, the rise of AI, and a CMO who’s seen it all? A masterclass in modern marketing transformation. Join Brian Goldfarb, CMO of SolarWinds, as he pulls back the curtain on how a legacy company evolves through seismic shifts from the dawn of the internet to cloud, cybersecurity, COVID, and now the AI gold rush. In this session, Goldfarb will unpack how to modernize without losing your roots, why fundamentals still beat fads, and how every marketer today, regardless of experience, starts from the same line. Expect sharp insights, honest takes, and a few surprises as we explore what it really takes to turn “old” into “next.”