The 2026 B2B Playbook: How to Leverage Brand, Performance and Embrace AI

About this event

As part of the launch of our B2B community ‘Better B2B’ we invite you to join us at LinkedIn HQ London, for The 2026 B2B Playbook. A day of insight, inspiration and conversation designed to help B2B marketers stay ahead in a rapidly evolving landscape. 

From redefining reach through paid, organic and SEO, to exploring the latest LinkedIn innovations, building B2B brands that resonate with people, and understanding how to win mindshare in the GenAI era, this event brings together leading voices and practical perspectives to help you navigate what’s next in B2B.

Enjoy a relaxed breakfast and lunch, connect with peers, and leave with actionable ideas to elevate your brand, performance and strategy for the year ahead.

Grab your free ticket below.

Agenda

👋 10:00 – Arrivals, breakfast and welcome

🎤 10:30 – 11:00 – The Changing Media Landscape: Redefining Reach Through Paid, Organic and SEO with Dan McCartney and Safyah A. Malik

☕ 11:00 – 11:30 –  Coffee Break 

🎤 11:30 – 12:00 – Future Ready with Danny El Zein

🍴 12:00 – 12:30 – Lunch 

🎤 12:30 – 13:00 –  There’s No Such Thing as B2B: Building Brands That Speak to People with Francis Williams and Chris Bliss

🎤 13:00 – 13:30 – How To Win Mindshare In The GenAI Race with David Walsh

👏 13:30 – Closing Messages and Networking

About the speakers

Dan McCartney leads the Organic Search team in driving meaningful growth for B2B brands as the Head of Organic Search at Hallam. Thinking beyond Google and with a data-led approach, he focuses on tying Organic strategies to revenue, ensuring that every initiative delivers tangible business impact. With 10 years’ experience spanning both hands-on delivery and leadership, Dan has worked across industries including Retail, Legal, Automotive, Fashion, SaaS and Financial Services. 

Safyah A. Malik is Head of Paid Media at Hallam and leads our Paid Media department, ensuring every campaign aligns with client goals, resonates with target audiences, and delivers measurable results. With 12 years of experience in marketing under her belt, rooted in performance and ROI, she combines data-driven insights with creative execution to drive growth across global markets.

Danny El Zein is the Senior Video Solutions Lead at LinkedIn, driving strategic video innovation across EMEAL. Based in London, he partners with leading agencies and global brands to unlock the full potential of LinkedIn’s video ecosystem, from Infeed Video and Brandlink to Connected TV solutions. He’s been with LinkedIn for 10 years working across different functions within marketing solutions business, with his enablement sessions aiming to help craft go-to-market video strategies that elevate performance and measurement. He is passionate about helping clients navigate the evolving media landscape with clarity and impact.

David Walsh is Director of Marketing Science & Technology at LinkedIn, where he leads teams in harnessing data, analytics, and technology to deliver measurable business growth. With deep expertise in marketing analytics and data strategy, David partners with senior leaders and clients to turn complex insights into actionable solutions. Prior to LinkedIn, he built his career in leading agencies, gaining extensive cross-sector experience and helping organisations transform by capitalising on the growing availability of data.

Francis Williams leads Hallam’s creative vision as Creative Director. With over 15 years of experience at the intersection of creativity and usability, Francis specialises in visual design and crafting meaningful digital journeys, bringing together strategic insight, technical expertise, and creative flair to help brands connect with their audiences in compelling and effective ways.

Chris Bliss is a Senior Creative Designer at Hallam with over 12 years of creative industry experience. Chris has a multi-disciplinary design background, focusing on User experience, User interface and brand design. Chris’ strengths as a designer come from a blend of creative thinking and problem solving. Fuelled by the pursuit of authenticity, he is passionate about human-focused design that makes the big things seem less and the small things spectacular.



Register below