While Cannes Lions celebrates the campaigns shaping culture, B2B leaders face a different challenge: turning attention, creativity and emerging technology into scalable pipeline and predictable growth.

Buyer behaviour is changing. AI is reshaping the demand generation stack. Intent signals are becoming more complex. And the relationship between internal growth teams, agencies and technology partners is being reconsidered.

The playbook that worked yesterday will not be enough for 2026 and 2027.

On Thursday, 25 June, ProspectBase is bringing together a select group of senior B2B brand, growth, demand generation and ABM leaders for a candid roundtable in Cannes.