The B2B events landscape has shifted significantly in the last couple of years. Some of the most talked-about events of 2024 either rebranded (HubSpot's INBOUND is now UNBOUND), moved (B2B Marketing Exchange shifted from Scottsdale to Carlsbad, Content Marketing World moved from San Diego to Denver, SaaStr settled into the San Francisco Bay Area), or shifted format (most events now build AI prominently into the agenda regardless of their original theme). Several important events that didn't exist (or weren't significant) a few years ago, such as Pavilion's GTM Summit, OMR Festival, and Slush, now belong on most serious B2B operators' shortlists.
This guide walks through the B2B events worth attending in 2026, organised chronologically with current dates, locations, and what each event is best for. It's aimed at B2B founders, marketers, sales professionals, and executives planning the year. Pricing is omitted because event pricing varies significantly by tier, by registration timing, and by sponsor status; the official event sites carry current pricing for each.
A note on what to expect from this guide: the recommendation isn't to attend everything on the list. The right approach is to pick two to four events per year tuned to the business, the role, and what you're trying to accomplish. The "how to choose" section at the end of this guide walks through the framing.
How to choose which events to attend
Before the list, the diagnostic that matters most: most B2B teams attend the wrong events and get the wrong things from them. The teams that operate well at events do specific things differently.
The first question is what you're trying to accomplish. Pipeline development (meeting prospects), partner development (meeting potential channel or technology partners), learning (sessions and frameworks you can apply), networking with peers (operator-to-operator relationship building), or recruiting (hiring or being hired). Most events are stronger at one or two of these than at the others; picking events that match the goal matters more than picking events with the most prestige.
The second question is who should go. Founders and CEOs benefit most from peer-led events with high senior density (Pavilion, SaaStr, Slush). Marketing leaders benefit most from marketing-focused events (B2B Marketing Exchange, Forrester B2B Summit, MarketingProfs B2B Forum). Sales and RevOps leaders benefit from sales-focused events (Pavilion's GTM Summit, Outreach Unleash, Salesloft Saleslove). Product and customer success leaders have their own dedicated tracks at most major events. Sending the wrong person produces wasted budget and weak outcomes.
The third question is what to do at the event. The teams that produce the most pipeline from events do three things: they pre-schedule meetings before arriving (the matchmaking tools at most modern events are now sophisticated; using them transforms event ROI), they prioritise the side events and dinners over the main agenda (the high-quality conversations usually happen outside the main hall), and they follow up systematically within two weeks (the contacts that go uncontacted within two weeks usually go cold).
The fourth question is whether the right alternative is a conference at all. Smaller, more targeted in-person experiences (executive dinners, regional gatherings, customer advisory boards, industry roundtables) typically produce stronger ROI than large brand-led conferences for high-value B2B segments. The 2026 trend toward experiential marketing has surfaced this clearly: the best operators are increasingly skipping the major conferences in favour of intimate gatherings tuned to the specific people they want to meet.
For B2B teams that don't have a year-round events strategy already, the pragmatic recommendation is to pick one major industry event (the discipline-defining gathering for the segment), one peer-led event (Pavilion, SaaStr, Slush, or similar depending on stage), and one to two regional or specialised events (smaller, more targeted, often higher ROI) per year. Add intimate executive gatherings throughout the year as the calendar allows.
The events
B2B Marketing Exchange (B2BMX)
Date: March 9-11, 2026 Location: Omni La Costa Resort & Spa, Carlsbad, California, USA Site: b2bmarketing.exchange
B2BMX (powered by Demand Gen Report) is one of the most practical B2B marketing conferences in the US, drawing 1,500+ B2B marketers for three days focused on demand generation, ABM, content strategy, and marketing technology. The event has earned a reputation for substance over thought leadership abstractions: every session is relevant to B2B marketers (no consumer marketing or ecommerce content diluting the agenda), and the sessions are structured around real playbooks and case studies. Particularly valuable for mid-market B2B marketers who find SaaStr too founder-focused and Dreamforce too enterprise. The resort setting encourages informal conversations.
Best for: Demand generation leaders, ABM practitioners, marketing operations professionals, content strategists.
Adobe Summit
Date: April 19-22, 2026 Location: The Venetian Resort, Las Vegas, Nevada, USA (and online) Site: summit.adobe.com
Adobe Summit combines marketing insights with Adobe's technology stack, making it relevant for marketers using Adobe Experience Cloud, Marketo, Workfront, or other Adobe products. The agenda spans content supply chain, customer journey orchestration, customer data, AI in marketing, and digital experience. The 2026 edition is expected to centre heavily on agentic AI applied across marketing workflows. Online attendance is available for teams that can't justify the travel.
Best for: Enterprise marketing leaders using Adobe products, digital experience teams, customer journey strategists.
Forrester B2B Summit North America
Date: April 26-29, 2026 Location: Phoenix Convention Center, Phoenix, Arizona, USA Site: forrester.com/event/b2b-summit-north-america
Forrester's B2B Summit is the research-backed authority event for B2B marketing, sales, customer success, and product leaders. The 2026 theme is "GTM singularity," focused on how AI-driven buyer autonomy is reshaping traditional GTM models and what leaders need to do about it. The event delivers structured frameworks (rather than thought leadership abstractions) and is particularly valuable for senior B2B leaders who need research-grade insight to inform strategic decisions. Attendees consistently rate the analyst-led sessions and roundtables as the highest-value programming.
Best for: Marketing, sales, customer, and product leaders at mid-market and enterprise B2B; teams making significant GTM strategy decisions.
OMR Festival
Date: May 5-6, 2026 Location: Hamburg Messe und Congress, Hamburg, Germany Site: omr.com
OMR Festival has grown into one of Europe's largest digital marketing and tech events, combining keynote-driven content with a festival format that includes product demos, masterclasses, and networking. Particularly strong on content creation, influencer marketing, AI, and how European markets differ from US digital marketing norms. The Hamburg setting and the festival energy make it one of the most enjoyable events in the European calendar.
Best for: European marketing leaders, US companies expanding into Europe, marketing teams wanting exposure to European market dynamics.
SaaStr Annual + AI Summit
Date: May 12-14, 2026 Location: San Mateo County Events Center, San Francisco Bay Area, California, USA Site: saastrannual.com
SaaStr is the world's largest gathering of B2B SaaS founders, executives, and investors, with 10,000+ attendees expected at the 2026 edition. The 2026 event is co-branded as SaaStr Annual + AI Summit, reflecting the rebuild SaaStr did around AI in B2B as the primary focus. The event combines tactical sessions (300+ across the three days) with extensive networking infrastructure (1,000+ pre-scheduled meetings, AMAs, mentoring sessions, roundtables). Particularly valuable for founders, CMOs, CROs, and CCOs at $2M-$50M+ ARR; the density of senior peers and VCs makes the conversations significantly higher quality than most B2B events.
Best for: B2B SaaS founders, executives, and revenue leaders; investors building B2B SaaS exposure; companies building or selling AI-native B2B products.
Dreamforce
Date: September 15-17, 2026 Location: Moscone Center, San Francisco, California, USA (and Salesforce+) Site: salesforce.com/dreamforce
Dreamforce remains the largest B2B technology event by some distance, drawing 40,000+ in-person attendees plus a global Salesforce+ streaming audience. The 2026 edition centres on Agentforce, Data 360, and Slack, with the underlying narrative being AI agents woven into CRM, service, sales, and marketing workflows. The scale is genuinely vast (the entire downtown SF area transforms into a Salesforce ecosystem hub), which produces extensive networking opportunities but also significant attendee fatigue. Particularly valuable for teams using Salesforce or considering it, for ISVs and partners building on the platform, and for anyone wanting to see where enterprise AI is heading.
Best for: Salesforce customers and partners, enterprise B2B leaders, RevOps and sales operations teams, ecosystem developers.
UNBOUND (formerly INBOUND)
Date: September 16-18, 2026 Location: Boston Convention & Exhibition Center, Boston, Massachusetts, USA Site: inbound.com
After fifteen years as INBOUND, HubSpot's flagship event rebranded to UNBOUND for 2026 and returns to Boston (where the event began in 2011). The 2026 positioning centres on connected systems, AI-driven execution, and unified growth across marketing, sales, service, and operations. The event has consistently produced one of the best networking environments in B2B marketing thanks to the energy of the Boston Seaport district during conference week and the deliberate community programming. Particularly valuable for HubSpot users and partners, but the broader content is relevant to any B2B marketing or revenue leader.
Best for: Marketing, sales, service, and RevOps leaders; HubSpot customers and partners; teams looking for one major event to send the broader marketing org to.
DMEXCO
Date: September 23-24, 2026 Location: Koelnmesse, Cologne, Germany Site: dmexco.com
DMEXCO is Europe's leading digital marketing and tech event, drawing 40,000+ trade visitors over two days. The agenda spans programmatic advertising, AI-powered marketing, SEO and SEM, performance marketing, content, ecommerce, and martech. Particularly strong as a meeting place for European marketing decision-makers, agencies, brands, and platforms; the show floor produces extensive vendor evaluation and partnership opportunities. For B2B marketers operating in or selling into Germany and the broader DACH region, DMEXCO is essentially the annual checkpoint.
Best for: European digital marketing leaders, performance marketers, agency principals, brands operating in DACH and broader Europe.
Pavilion GTM2026
Date: September 28 - October 1, 2026 Location: The Glasshouse, New York City, USA Site: attendgtm.com
Pavilion's annual GTM Summit has emerged as one of the highest-density peer events for B2B revenue leaders. The 2026 edition (marking Pavilion's 10-year anniversary) is built around a curated experience for CEOs, CMOs, CROs, and RevOps executives, with the explicit positioning that this is a room for in-seat operators rather than a vendor-led conference. Pavilion's events consistently produce the candid operator-to-operator conversations that larger conferences struggle to replicate. Attendance is invite-led and tends to fill quickly.
Best for: B2B CEOs, CMOs, CROs, and RevOps executives; senior revenue leaders looking for peer community over conference content.
Content Marketing World
Date: October 5-7, 2026 Location: Colorado Convention Center, Denver, Colorado, USA Site: contentmarketingworld.com
Content Marketing World (CMWorld) is the largest gathering of content marketing professionals globally, with 3,400+ attendees across 100+ sessions and workshops. The 2026 edition relocates from San Diego to Denver and runs alongside TMRE (The Market Research Event) plus content from LIONS brands Effie, WARC, and Contagious for a combined experience built around turning insight into impact. Content topics span AI-resistant SEO, brand storytelling, video strategy, audience engagement, and ROI measurement.
Best for: Content marketers and content leaders, brand strategists, content operations teams, anyone responsible for organic content as a pipeline channel.
SaaStock Europe
Date: October 13-14, 2026 Location: RDS Main Arena, Dublin, Ireland Site: saastock-europe.com
SaaStock Europe is Europe's largest B2B SaaS conference, drawing 4,000+ founders, executives, and investors for two days focused on scaling SaaS businesses from $1M to $100M ARR. Dublin's position as Europe's tech hub makes it an ideal backdrop, with satellite dinners and meetups extending networking throughout the city. The 2026 event introduces a dedicated AI Track alongside the GTM Track, addressing the agentic era specifically. Particularly strong for European VC access (Accel, Balderton, Point Nine, Notion Capital all attend regularly) and for SaaS founders building cross-border expansion strategies. SaaStock also runs a US edition in Austin in April.
Best for: European B2B SaaS founders, executives, and investors; companies expanding from a European home market or into one.
MAICON (Marketing AI Conference)
Date: October 13-15, 2026 Location: Huntington Convention Center, Cleveland, Ohio, USA Site: marketingaiinstitute.com/events/marketing-artificial-intelligence-conference
MAICON is the leading dedicated event for marketers piloting and scaling AI. The 2026 edition (the 7th annual) brings together approximately 500 senior marketing professionals for three days of practical AI content tailored for non-technical marketing leaders. Particularly valuable for teams that have moved past general AI exploration and need structured guidance on AI marketing workflows, vendor selection, and operational integration. Smaller and more focused than the other major events on this list, which produces a different (and often higher-quality) conversation density.
Best for: Marketing leaders piloting and scaling AI, marketing operations and martech teams, content leaders managing AI-driven workflows.
MarketingProfs B2B Forum
Date: November 2-4, 2026 Location: Boston, Massachusetts, USA Site: mpb2b.marketingprofs.com
MarketingProfs B2B Forum is the longest-running B2B-only marketing conference (running since 2007). The 2026 programme covers AI and content generation, content marketing, customer journeys and funnels, email marketing, lead generation, marketing and sales alignment, measurement and analytics, marketing planning, ROI demonstration, SEO, social media, and more. The exclusively B2B focus distinguishes it from broader marketing conferences and creates an audience of peers facing the same organisational dynamics, buyer complexity, and measurement challenges.
Best for: B2B marketers across content, demand generation, email, brand, and operations; smaller-scale than the major conferences with consequently better peer access.
Web Summit
Date: November 9-12, 2026 Location: Altice Arena and FIL, Lisbon, Portugal Site: websummit.com
Web Summit is the world's largest technology conference, drawing 70,000+ attendees from 160+ countries to Lisbon each November. While not exclusively B2B, the scale and the dedicated tracks (PandaConf for marketing, SaaS Monster for enterprise software, ContentSummit for media, FullSTK for developers) make it relevant for B2B operators looking for cross-industry exposure, founder networking, and broader tech ecosystem context. Particularly valuable for founders raising capital, for B2B brands wanting awareness with the broader tech audience, and for marketers evaluating the convergence of B2B and B2C trends.
Best for: Tech founders raising capital, marketers wanting cross-industry exposure, brands targeting awareness in the broader tech ecosystem.
Slush
Date: November 18-19, 2026 Location: Messukeskus Helsinki, Finland Site: slush.org
Slush is the most founder-focused startup event in the world, drawing 13,000+ curated attendees including founders, investors, operators, and tech talent. The matchmaking infrastructure (20,000+ facilitated meetings via the Meeting Tool) and 600+ Helsinki-wide side events make it one of the highest-density events in B2B for fundraising and partnership development. The Helsinki setting in late November is brutal weather-wise but produces a unique energy. Particularly valuable for European B2B founders raising rounds, for VCs building portfolio exposure, and for any founder who wants to spend two days surrounded by peers tackling similar challenges.
Best for: B2B founders (especially European), VCs and angel investors, tech talent considering startup roles.
B2B Marketing Live London
Date: November 18-19, 2026 Location: ExCeL London, United Kingdom Site: b2bmarketingexpo.co.uk
B2B Marketing Live (formerly B2B Marketing Expo) is the UK's leading dedicated B2B marketing event. The agenda spans AI and automation, sales and marketing alignment, lead engagement, ABM, content, demand generation, and creative B2B marketing. Particularly strong for UK marketing leaders looking for a major in-person event without crossing the Atlantic. The same organiser also runs a Manchester edition on June 11, 2026, at The Lowry Hotel.
Best for: UK B2B marketing teams, marketing operators evaluating UK-relevant tools and services, brands building UK-specific GTM motions.
What was dropped from the previous list
Two events from the previous edition of this guide are no longer on the list:
Gartner Data & Analytics Summit: dropped because the audience and content are too narrowly focused on data and analytics roles to belong on a general B2B events list. Gartner runs other events (Gartner Marketing Symposium, Gartner CSO & Sales Leader Conference) that are more relevant for B2B marketing and sales leaders if Gartner-led content is the priority.
B2B Online Europe: dropped because the event has become significantly less prominent than several alternatives now on the list (DMEXCO, OMR, SaaStock Europe), and its scope (largely manufacturing-focused digital transformation) doesn't fit a general B2B events list well.
What's new on the list
Four events have been added to the list since the previous edition:
Pavilion GTM2026: the most significant new addition. Pavilion's CEO/CMO/CRO/RevOps community has become one of the highest-density peer networks in B2B revenue leadership over the last several years; the annual GTM Summit is the in-person centrepiece.
DMEXCO Cologne: Europe's leading digital marketing event has been on most European marketers' shortlists for years but wasn't on the previous edition of this guide; correcting that omission.
OMR Festival Hamburg: has grown significantly in profile and is now a serious alternative to DMEXCO for European marketing leaders, particularly for the festival format and the influencer/content focus.
Slush Helsinki: Europe's premier founder-focused event, particularly relevant for B2B SaaS founders raising capital and for European tech ecosystem networking.
What changed from the previous list
Several events on the list have changed name, location, or format since the previous edition:
INBOUND is now UNBOUND: HubSpot's flagship event rebranded for 2026 after fifteen years. Same Boston venue, same September timing, same broad audience, repositioned around connected systems and AI-driven execution.
B2B Marketing Exchange relocated: moved from The Phoenician in Scottsdale to the Omni La Costa Resort in Carlsbad, California for 2026.
Content Marketing World relocated: moved from San Diego to Denver for 2026, with combined programming alongside TMRE and LIONS brands.
SaaStr Annual relocated: the SF Bay Area home is now San Mateo County Events Center; the event is co-branded with the AI Summit reflecting the AI-first repositioning.
SaaStock split US and Europe: SaaStock now runs a US edition in April (Austin) and a European edition in October (Dublin). The Dublin edition remains the larger of the two.
B2B Marketing Expo became B2B Marketing Live: name change with a more event-led brand identity. London edition in November plus a new Manchester edition in June.
For B2B teams that want a partner to plan and operate the marketing strategy alongside event participation (LinkedIn content, multi-channel outbound, podcast, paid acquisition, customer marketing, AI workflows, signal-based motions), GROU does this as part of the agency offering. Book a call.
The B2B events landscape has shifted significantly in the last couple of years. Some of the most talked-about events of 2024 either rebranded (HubSpot's INBOUND is now UNBOUND), moved (B2B Marketing Exchange shifted from Scottsdale to Carlsbad, Content Marketing World moved from San Diego to Denver, SaaStr settled into the San Francisco Bay Area), or shifted format (most events now build AI prominently into the agenda regardless of their original theme). Several important events that didn't exist (or weren't significant) a few years ago, such as Pavilion's GTM Summit, OMR Festival, and Slush, now belong on most serious B2B operators' shortlists.
This guide walks through the B2B events worth attending in 2026, organised chronologically with current dates, locations, and what each event is best for. It's aimed at B2B founders, marketers, sales professionals, and executives planning the year. Pricing is omitted because event pricing varies significantly by tier, by registration timing, and by sponsor status; the official event sites carry current pricing for each.
A note on what to expect from this guide: the recommendation isn't to attend everything on the list. The right approach is to pick two to four events per year tuned to the business, the role, and what you're trying to accomplish. The "how to choose" section at the end of this guide walks through the framing.
How to choose which events to attend
Before the list, the diagnostic that matters most: most B2B teams attend the wrong events and get the wrong things from them. The teams that operate well at events do specific things differently.
The first question is what you're trying to accomplish. Pipeline development (meeting prospects), partner development (meeting potential channel or technology partners), learning (sessions and frameworks you can apply), networking with peers (operator-to-operator relationship building), or recruiting (hiring or being hired). Most events are stronger at one or two of these than at the others; picking events that match the goal matters more than picking events with the most prestige.
The second question is who should go. Founders and CEOs benefit most from peer-led events with high senior density (Pavilion, SaaStr, Slush). Marketing leaders benefit most from marketing-focused events (B2B Marketing Exchange, Forrester B2B Summit, MarketingProfs B2B Forum). Sales and RevOps leaders benefit from sales-focused events (Pavilion's GTM Summit, Outreach Unleash, Salesloft Saleslove). Product and customer success leaders have their own dedicated tracks at most major events. Sending the wrong person produces wasted budget and weak outcomes.
The third question is what to do at the event. The teams that produce the most pipeline from events do three things: they pre-schedule meetings before arriving (the matchmaking tools at most modern events are now sophisticated; using them transforms event ROI), they prioritise the side events and dinners over the main agenda (the high-quality conversations usually happen outside the main hall), and they follow up systematically within two weeks (the contacts that go uncontacted within two weeks usually go cold).
The fourth question is whether the right alternative is a conference at all. Smaller, more targeted in-person experiences (executive dinners, regional gatherings, customer advisory boards, industry roundtables) typically produce stronger ROI than large brand-led conferences for high-value B2B segments. The 2026 trend toward experiential marketing has surfaced this clearly: the best operators are increasingly skipping the major conferences in favour of intimate gatherings tuned to the specific people they want to meet.
For B2B teams that don't have a year-round events strategy already, the pragmatic recommendation is to pick one major industry event (the discipline-defining gathering for the segment), one peer-led event (Pavilion, SaaStr, Slush, or similar depending on stage), and one to two regional or specialised events (smaller, more targeted, often higher ROI) per year. Add intimate executive gatherings throughout the year as the calendar allows.
The events
B2B Marketing Exchange (B2BMX)
Date: March 9-11, 2026 Location: Omni La Costa Resort & Spa, Carlsbad, California, USA Site: b2bmarketing.exchange
B2BMX (powered by Demand Gen Report) is one of the most practical B2B marketing conferences in the US, drawing 1,500+ B2B marketers for three days focused on demand generation, ABM, content strategy, and marketing technology. The event has earned a reputation for substance over thought leadership abstractions: every session is relevant to B2B marketers (no consumer marketing or ecommerce content diluting the agenda), and the sessions are structured around real playbooks and case studies. Particularly valuable for mid-market B2B marketers who find SaaStr too founder-focused and Dreamforce too enterprise. The resort setting encourages informal conversations.
Best for: Demand generation leaders, ABM practitioners, marketing operations professionals, content strategists.
Adobe Summit
Date: April 19-22, 2026 Location: The Venetian Resort, Las Vegas, Nevada, USA (and online) Site: summit.adobe.com
Adobe Summit combines marketing insights with Adobe's technology stack, making it relevant for marketers using Adobe Experience Cloud, Marketo, Workfront, or other Adobe products. The agenda spans content supply chain, customer journey orchestration, customer data, AI in marketing, and digital experience. The 2026 edition is expected to centre heavily on agentic AI applied across marketing workflows. Online attendance is available for teams that can't justify the travel.
Best for: Enterprise marketing leaders using Adobe products, digital experience teams, customer journey strategists.
Forrester B2B Summit North America
Date: April 26-29, 2026 Location: Phoenix Convention Center, Phoenix, Arizona, USA Site: forrester.com/event/b2b-summit-north-america
Forrester's B2B Summit is the research-backed authority event for B2B marketing, sales, customer success, and product leaders. The 2026 theme is "GTM singularity," focused on how AI-driven buyer autonomy is reshaping traditional GTM models and what leaders need to do about it. The event delivers structured frameworks (rather than thought leadership abstractions) and is particularly valuable for senior B2B leaders who need research-grade insight to inform strategic decisions. Attendees consistently rate the analyst-led sessions and roundtables as the highest-value programming.
Best for: Marketing, sales, customer, and product leaders at mid-market and enterprise B2B; teams making significant GTM strategy decisions.
OMR Festival
Date: May 5-6, 2026 Location: Hamburg Messe und Congress, Hamburg, Germany Site: omr.com
OMR Festival has grown into one of Europe's largest digital marketing and tech events, combining keynote-driven content with a festival format that includes product demos, masterclasses, and networking. Particularly strong on content creation, influencer marketing, AI, and how European markets differ from US digital marketing norms. The Hamburg setting and the festival energy make it one of the most enjoyable events in the European calendar.
Best for: European marketing leaders, US companies expanding into Europe, marketing teams wanting exposure to European market dynamics.
SaaStr Annual + AI Summit
Date: May 12-14, 2026 Location: San Mateo County Events Center, San Francisco Bay Area, California, USA Site: saastrannual.com
SaaStr is the world's largest gathering of B2B SaaS founders, executives, and investors, with 10,000+ attendees expected at the 2026 edition. The 2026 event is co-branded as SaaStr Annual + AI Summit, reflecting the rebuild SaaStr did around AI in B2B as the primary focus. The event combines tactical sessions (300+ across the three days) with extensive networking infrastructure (1,000+ pre-scheduled meetings, AMAs, mentoring sessions, roundtables). Particularly valuable for founders, CMOs, CROs, and CCOs at $2M-$50M+ ARR; the density of senior peers and VCs makes the conversations significantly higher quality than most B2B events.
Best for: B2B SaaS founders, executives, and revenue leaders; investors building B2B SaaS exposure; companies building or selling AI-native B2B products.
Dreamforce
Date: September 15-17, 2026 Location: Moscone Center, San Francisco, California, USA (and Salesforce+) Site: salesforce.com/dreamforce
Dreamforce remains the largest B2B technology event by some distance, drawing 40,000+ in-person attendees plus a global Salesforce+ streaming audience. The 2026 edition centres on Agentforce, Data 360, and Slack, with the underlying narrative being AI agents woven into CRM, service, sales, and marketing workflows. The scale is genuinely vast (the entire downtown SF area transforms into a Salesforce ecosystem hub), which produces extensive networking opportunities but also significant attendee fatigue. Particularly valuable for teams using Salesforce or considering it, for ISVs and partners building on the platform, and for anyone wanting to see where enterprise AI is heading.
Best for: Salesforce customers and partners, enterprise B2B leaders, RevOps and sales operations teams, ecosystem developers.
UNBOUND (formerly INBOUND)
Date: September 16-18, 2026 Location: Boston Convention & Exhibition Center, Boston, Massachusetts, USA Site: inbound.com
After fifteen years as INBOUND, HubSpot's flagship event rebranded to UNBOUND for 2026 and returns to Boston (where the event began in 2011). The 2026 positioning centres on connected systems, AI-driven execution, and unified growth across marketing, sales, service, and operations. The event has consistently produced one of the best networking environments in B2B marketing thanks to the energy of the Boston Seaport district during conference week and the deliberate community programming. Particularly valuable for HubSpot users and partners, but the broader content is relevant to any B2B marketing or revenue leader.
Best for: Marketing, sales, service, and RevOps leaders; HubSpot customers and partners; teams looking for one major event to send the broader marketing org to.
DMEXCO
Date: September 23-24, 2026 Location: Koelnmesse, Cologne, Germany Site: dmexco.com
DMEXCO is Europe's leading digital marketing and tech event, drawing 40,000+ trade visitors over two days. The agenda spans programmatic advertising, AI-powered marketing, SEO and SEM, performance marketing, content, ecommerce, and martech. Particularly strong as a meeting place for European marketing decision-makers, agencies, brands, and platforms; the show floor produces extensive vendor evaluation and partnership opportunities. For B2B marketers operating in or selling into Germany and the broader DACH region, DMEXCO is essentially the annual checkpoint.
Best for: European digital marketing leaders, performance marketers, agency principals, brands operating in DACH and broader Europe.
Pavilion GTM2026
Date: September 28 - October 1, 2026 Location: The Glasshouse, New York City, USA Site: attendgtm.com
Pavilion's annual GTM Summit has emerged as one of the highest-density peer events for B2B revenue leaders. The 2026 edition (marking Pavilion's 10-year anniversary) is built around a curated experience for CEOs, CMOs, CROs, and RevOps executives, with the explicit positioning that this is a room for in-seat operators rather than a vendor-led conference. Pavilion's events consistently produce the candid operator-to-operator conversations that larger conferences struggle to replicate. Attendance is invite-led and tends to fill quickly.
Best for: B2B CEOs, CMOs, CROs, and RevOps executives; senior revenue leaders looking for peer community over conference content.
Content Marketing World
Date: October 5-7, 2026 Location: Colorado Convention Center, Denver, Colorado, USA Site: contentmarketingworld.com
Content Marketing World (CMWorld) is the largest gathering of content marketing professionals globally, with 3,400+ attendees across 100+ sessions and workshops. The 2026 edition relocates from San Diego to Denver and runs alongside TMRE (The Market Research Event) plus content from LIONS brands Effie, WARC, and Contagious for a combined experience built around turning insight into impact. Content topics span AI-resistant SEO, brand storytelling, video strategy, audience engagement, and ROI measurement.
Best for: Content marketers and content leaders, brand strategists, content operations teams, anyone responsible for organic content as a pipeline channel.
SaaStock Europe
Date: October 13-14, 2026 Location: RDS Main Arena, Dublin, Ireland Site: saastock-europe.com
SaaStock Europe is Europe's largest B2B SaaS conference, drawing 4,000+ founders, executives, and investors for two days focused on scaling SaaS businesses from $1M to $100M ARR. Dublin's position as Europe's tech hub makes it an ideal backdrop, with satellite dinners and meetups extending networking throughout the city. The 2026 event introduces a dedicated AI Track alongside the GTM Track, addressing the agentic era specifically. Particularly strong for European VC access (Accel, Balderton, Point Nine, Notion Capital all attend regularly) and for SaaS founders building cross-border expansion strategies. SaaStock also runs a US edition in Austin in April.
Best for: European B2B SaaS founders, executives, and investors; companies expanding from a European home market or into one.
MAICON (Marketing AI Conference)
Date: October 13-15, 2026 Location: Huntington Convention Center, Cleveland, Ohio, USA Site: marketingaiinstitute.com/events/marketing-artificial-intelligence-conference
MAICON is the leading dedicated event for marketers piloting and scaling AI. The 2026 edition (the 7th annual) brings together approximately 500 senior marketing professionals for three days of practical AI content tailored for non-technical marketing leaders. Particularly valuable for teams that have moved past general AI exploration and need structured guidance on AI marketing workflows, vendor selection, and operational integration. Smaller and more focused than the other major events on this list, which produces a different (and often higher-quality) conversation density.
Best for: Marketing leaders piloting and scaling AI, marketing operations and martech teams, content leaders managing AI-driven workflows.
MarketingProfs B2B Forum
Date: November 2-4, 2026 Location: Boston, Massachusetts, USA Site: mpb2b.marketingprofs.com
MarketingProfs B2B Forum is the longest-running B2B-only marketing conference (running since 2007). The 2026 programme covers AI and content generation, content marketing, customer journeys and funnels, email marketing, lead generation, marketing and sales alignment, measurement and analytics, marketing planning, ROI demonstration, SEO, social media, and more. The exclusively B2B focus distinguishes it from broader marketing conferences and creates an audience of peers facing the same organisational dynamics, buyer complexity, and measurement challenges.
Best for: B2B marketers across content, demand generation, email, brand, and operations; smaller-scale than the major conferences with consequently better peer access.
Web Summit
Date: November 9-12, 2026 Location: Altice Arena and FIL, Lisbon, Portugal Site: websummit.com
Web Summit is the world's largest technology conference, drawing 70,000+ attendees from 160+ countries to Lisbon each November. While not exclusively B2B, the scale and the dedicated tracks (PandaConf for marketing, SaaS Monster for enterprise software, ContentSummit for media, FullSTK for developers) make it relevant for B2B operators looking for cross-industry exposure, founder networking, and broader tech ecosystem context. Particularly valuable for founders raising capital, for B2B brands wanting awareness with the broader tech audience, and for marketers evaluating the convergence of B2B and B2C trends.
Best for: Tech founders raising capital, marketers wanting cross-industry exposure, brands targeting awareness in the broader tech ecosystem.
Slush
Date: November 18-19, 2026 Location: Messukeskus Helsinki, Finland Site: slush.org
Slush is the most founder-focused startup event in the world, drawing 13,000+ curated attendees including founders, investors, operators, and tech talent. The matchmaking infrastructure (20,000+ facilitated meetings via the Meeting Tool) and 600+ Helsinki-wide side events make it one of the highest-density events in B2B for fundraising and partnership development. The Helsinki setting in late November is brutal weather-wise but produces a unique energy. Particularly valuable for European B2B founders raising rounds, for VCs building portfolio exposure, and for any founder who wants to spend two days surrounded by peers tackling similar challenges.
Best for: B2B founders (especially European), VCs and angel investors, tech talent considering startup roles.
B2B Marketing Live London
Date: November 18-19, 2026 Location: ExCeL London, United Kingdom Site: b2bmarketingexpo.co.uk
B2B Marketing Live (formerly B2B Marketing Expo) is the UK's leading dedicated B2B marketing event. The agenda spans AI and automation, sales and marketing alignment, lead engagement, ABM, content, demand generation, and creative B2B marketing. Particularly strong for UK marketing leaders looking for a major in-person event without crossing the Atlantic. The same organiser also runs a Manchester edition on June 11, 2026, at The Lowry Hotel.
Best for: UK B2B marketing teams, marketing operators evaluating UK-relevant tools and services, brands building UK-specific GTM motions.
What was dropped from the previous list
Two events from the previous edition of this guide are no longer on the list:
Gartner Data & Analytics Summit: dropped because the audience and content are too narrowly focused on data and analytics roles to belong on a general B2B events list. Gartner runs other events (Gartner Marketing Symposium, Gartner CSO & Sales Leader Conference) that are more relevant for B2B marketing and sales leaders if Gartner-led content is the priority.
B2B Online Europe: dropped because the event has become significantly less prominent than several alternatives now on the list (DMEXCO, OMR, SaaStock Europe), and its scope (largely manufacturing-focused digital transformation) doesn't fit a general B2B events list well.
What's new on the list
Four events have been added to the list since the previous edition:
Pavilion GTM2026: the most significant new addition. Pavilion's CEO/CMO/CRO/RevOps community has become one of the highest-density peer networks in B2B revenue leadership over the last several years; the annual GTM Summit is the in-person centrepiece.
DMEXCO Cologne: Europe's leading digital marketing event has been on most European marketers' shortlists for years but wasn't on the previous edition of this guide; correcting that omission.
OMR Festival Hamburg: has grown significantly in profile and is now a serious alternative to DMEXCO for European marketing leaders, particularly for the festival format and the influencer/content focus.
Slush Helsinki: Europe's premier founder-focused event, particularly relevant for B2B SaaS founders raising capital and for European tech ecosystem networking.
What changed from the previous list
Several events on the list have changed name, location, or format since the previous edition:
INBOUND is now UNBOUND: HubSpot's flagship event rebranded for 2026 after fifteen years. Same Boston venue, same September timing, same broad audience, repositioned around connected systems and AI-driven execution.
B2B Marketing Exchange relocated: moved from The Phoenician in Scottsdale to the Omni La Costa Resort in Carlsbad, California for 2026.
Content Marketing World relocated: moved from San Diego to Denver for 2026, with combined programming alongside TMRE and LIONS brands.
SaaStr Annual relocated: the SF Bay Area home is now San Mateo County Events Center; the event is co-branded with the AI Summit reflecting the AI-first repositioning.
SaaStock split US and Europe: SaaStock now runs a US edition in April (Austin) and a European edition in October (Dublin). The Dublin edition remains the larger of the two.
B2B Marketing Expo became B2B Marketing Live: name change with a more event-led brand identity. London edition in November plus a new Manchester edition in June.
For B2B teams that want a partner to plan and operate the marketing strategy alongside event participation (LinkedIn content, multi-channel outbound, podcast, paid acquisition, customer marketing, AI workflows, signal-based motions), GROU does this as part of the agency offering. Book a call.
The B2B events landscape has shifted significantly in the last couple of years. Some of the most talked-about events of 2024 either rebranded (HubSpot's INBOUND is now UNBOUND), moved (B2B Marketing Exchange shifted from Scottsdale to Carlsbad, Content Marketing World moved from San Diego to Denver, SaaStr settled into the San Francisco Bay Area), or shifted format (most events now build AI prominently into the agenda regardless of their original theme). Several important events that didn't exist (or weren't significant) a few years ago, such as Pavilion's GTM Summit, OMR Festival, and Slush, now belong on most serious B2B operators' shortlists.
This guide walks through the B2B events worth attending in 2026, organised chronologically with current dates, locations, and what each event is best for. It's aimed at B2B founders, marketers, sales professionals, and executives planning the year. Pricing is omitted because event pricing varies significantly by tier, by registration timing, and by sponsor status; the official event sites carry current pricing for each.
A note on what to expect from this guide: the recommendation isn't to attend everything on the list. The right approach is to pick two to four events per year tuned to the business, the role, and what you're trying to accomplish. The "how to choose" section at the end of this guide walks through the framing.
How to choose which events to attend
Before the list, the diagnostic that matters most: most B2B teams attend the wrong events and get the wrong things from them. The teams that operate well at events do specific things differently.
The first question is what you're trying to accomplish. Pipeline development (meeting prospects), partner development (meeting potential channel or technology partners), learning (sessions and frameworks you can apply), networking with peers (operator-to-operator relationship building), or recruiting (hiring or being hired). Most events are stronger at one or two of these than at the others; picking events that match the goal matters more than picking events with the most prestige.
The second question is who should go. Founders and CEOs benefit most from peer-led events with high senior density (Pavilion, SaaStr, Slush). Marketing leaders benefit most from marketing-focused events (B2B Marketing Exchange, Forrester B2B Summit, MarketingProfs B2B Forum). Sales and RevOps leaders benefit from sales-focused events (Pavilion's GTM Summit, Outreach Unleash, Salesloft Saleslove). Product and customer success leaders have their own dedicated tracks at most major events. Sending the wrong person produces wasted budget and weak outcomes.
The third question is what to do at the event. The teams that produce the most pipeline from events do three things: they pre-schedule meetings before arriving (the matchmaking tools at most modern events are now sophisticated; using them transforms event ROI), they prioritise the side events and dinners over the main agenda (the high-quality conversations usually happen outside the main hall), and they follow up systematically within two weeks (the contacts that go uncontacted within two weeks usually go cold).
The fourth question is whether the right alternative is a conference at all. Smaller, more targeted in-person experiences (executive dinners, regional gatherings, customer advisory boards, industry roundtables) typically produce stronger ROI than large brand-led conferences for high-value B2B segments. The 2026 trend toward experiential marketing has surfaced this clearly: the best operators are increasingly skipping the major conferences in favour of intimate gatherings tuned to the specific people they want to meet.
For B2B teams that don't have a year-round events strategy already, the pragmatic recommendation is to pick one major industry event (the discipline-defining gathering for the segment), one peer-led event (Pavilion, SaaStr, Slush, or similar depending on stage), and one to two regional or specialised events (smaller, more targeted, often higher ROI) per year. Add intimate executive gatherings throughout the year as the calendar allows.
The events
B2B Marketing Exchange (B2BMX)
Date: March 9-11, 2026 Location: Omni La Costa Resort & Spa, Carlsbad, California, USA Site: b2bmarketing.exchange
B2BMX (powered by Demand Gen Report) is one of the most practical B2B marketing conferences in the US, drawing 1,500+ B2B marketers for three days focused on demand generation, ABM, content strategy, and marketing technology. The event has earned a reputation for substance over thought leadership abstractions: every session is relevant to B2B marketers (no consumer marketing or ecommerce content diluting the agenda), and the sessions are structured around real playbooks and case studies. Particularly valuable for mid-market B2B marketers who find SaaStr too founder-focused and Dreamforce too enterprise. The resort setting encourages informal conversations.
Best for: Demand generation leaders, ABM practitioners, marketing operations professionals, content strategists.
Adobe Summit
Date: April 19-22, 2026 Location: The Venetian Resort, Las Vegas, Nevada, USA (and online) Site: summit.adobe.com
Adobe Summit combines marketing insights with Adobe's technology stack, making it relevant for marketers using Adobe Experience Cloud, Marketo, Workfront, or other Adobe products. The agenda spans content supply chain, customer journey orchestration, customer data, AI in marketing, and digital experience. The 2026 edition is expected to centre heavily on agentic AI applied across marketing workflows. Online attendance is available for teams that can't justify the travel.
Best for: Enterprise marketing leaders using Adobe products, digital experience teams, customer journey strategists.
Forrester B2B Summit North America
Date: April 26-29, 2026 Location: Phoenix Convention Center, Phoenix, Arizona, USA Site: forrester.com/event/b2b-summit-north-america
Forrester's B2B Summit is the research-backed authority event for B2B marketing, sales, customer success, and product leaders. The 2026 theme is "GTM singularity," focused on how AI-driven buyer autonomy is reshaping traditional GTM models and what leaders need to do about it. The event delivers structured frameworks (rather than thought leadership abstractions) and is particularly valuable for senior B2B leaders who need research-grade insight to inform strategic decisions. Attendees consistently rate the analyst-led sessions and roundtables as the highest-value programming.
Best for: Marketing, sales, customer, and product leaders at mid-market and enterprise B2B; teams making significant GTM strategy decisions.
OMR Festival
Date: May 5-6, 2026 Location: Hamburg Messe und Congress, Hamburg, Germany Site: omr.com
OMR Festival has grown into one of Europe's largest digital marketing and tech events, combining keynote-driven content with a festival format that includes product demos, masterclasses, and networking. Particularly strong on content creation, influencer marketing, AI, and how European markets differ from US digital marketing norms. The Hamburg setting and the festival energy make it one of the most enjoyable events in the European calendar.
Best for: European marketing leaders, US companies expanding into Europe, marketing teams wanting exposure to European market dynamics.
SaaStr Annual + AI Summit
Date: May 12-14, 2026 Location: San Mateo County Events Center, San Francisco Bay Area, California, USA Site: saastrannual.com
SaaStr is the world's largest gathering of B2B SaaS founders, executives, and investors, with 10,000+ attendees expected at the 2026 edition. The 2026 event is co-branded as SaaStr Annual + AI Summit, reflecting the rebuild SaaStr did around AI in B2B as the primary focus. The event combines tactical sessions (300+ across the three days) with extensive networking infrastructure (1,000+ pre-scheduled meetings, AMAs, mentoring sessions, roundtables). Particularly valuable for founders, CMOs, CROs, and CCOs at $2M-$50M+ ARR; the density of senior peers and VCs makes the conversations significantly higher quality than most B2B events.
Best for: B2B SaaS founders, executives, and revenue leaders; investors building B2B SaaS exposure; companies building or selling AI-native B2B products.
Dreamforce
Date: September 15-17, 2026 Location: Moscone Center, San Francisco, California, USA (and Salesforce+) Site: salesforce.com/dreamforce
Dreamforce remains the largest B2B technology event by some distance, drawing 40,000+ in-person attendees plus a global Salesforce+ streaming audience. The 2026 edition centres on Agentforce, Data 360, and Slack, with the underlying narrative being AI agents woven into CRM, service, sales, and marketing workflows. The scale is genuinely vast (the entire downtown SF area transforms into a Salesforce ecosystem hub), which produces extensive networking opportunities but also significant attendee fatigue. Particularly valuable for teams using Salesforce or considering it, for ISVs and partners building on the platform, and for anyone wanting to see where enterprise AI is heading.
Best for: Salesforce customers and partners, enterprise B2B leaders, RevOps and sales operations teams, ecosystem developers.
UNBOUND (formerly INBOUND)
Date: September 16-18, 2026 Location: Boston Convention & Exhibition Center, Boston, Massachusetts, USA Site: inbound.com
After fifteen years as INBOUND, HubSpot's flagship event rebranded to UNBOUND for 2026 and returns to Boston (where the event began in 2011). The 2026 positioning centres on connected systems, AI-driven execution, and unified growth across marketing, sales, service, and operations. The event has consistently produced one of the best networking environments in B2B marketing thanks to the energy of the Boston Seaport district during conference week and the deliberate community programming. Particularly valuable for HubSpot users and partners, but the broader content is relevant to any B2B marketing or revenue leader.
Best for: Marketing, sales, service, and RevOps leaders; HubSpot customers and partners; teams looking for one major event to send the broader marketing org to.
DMEXCO
Date: September 23-24, 2026 Location: Koelnmesse, Cologne, Germany Site: dmexco.com
DMEXCO is Europe's leading digital marketing and tech event, drawing 40,000+ trade visitors over two days. The agenda spans programmatic advertising, AI-powered marketing, SEO and SEM, performance marketing, content, ecommerce, and martech. Particularly strong as a meeting place for European marketing decision-makers, agencies, brands, and platforms; the show floor produces extensive vendor evaluation and partnership opportunities. For B2B marketers operating in or selling into Germany and the broader DACH region, DMEXCO is essentially the annual checkpoint.
Best for: European digital marketing leaders, performance marketers, agency principals, brands operating in DACH and broader Europe.
Pavilion GTM2026
Date: September 28 - October 1, 2026 Location: The Glasshouse, New York City, USA Site: attendgtm.com
Pavilion's annual GTM Summit has emerged as one of the highest-density peer events for B2B revenue leaders. The 2026 edition (marking Pavilion's 10-year anniversary) is built around a curated experience for CEOs, CMOs, CROs, and RevOps executives, with the explicit positioning that this is a room for in-seat operators rather than a vendor-led conference. Pavilion's events consistently produce the candid operator-to-operator conversations that larger conferences struggle to replicate. Attendance is invite-led and tends to fill quickly.
Best for: B2B CEOs, CMOs, CROs, and RevOps executives; senior revenue leaders looking for peer community over conference content.
Content Marketing World
Date: October 5-7, 2026 Location: Colorado Convention Center, Denver, Colorado, USA Site: contentmarketingworld.com
Content Marketing World (CMWorld) is the largest gathering of content marketing professionals globally, with 3,400+ attendees across 100+ sessions and workshops. The 2026 edition relocates from San Diego to Denver and runs alongside TMRE (The Market Research Event) plus content from LIONS brands Effie, WARC, and Contagious for a combined experience built around turning insight into impact. Content topics span AI-resistant SEO, brand storytelling, video strategy, audience engagement, and ROI measurement.
Best for: Content marketers and content leaders, brand strategists, content operations teams, anyone responsible for organic content as a pipeline channel.
SaaStock Europe
Date: October 13-14, 2026 Location: RDS Main Arena, Dublin, Ireland Site: saastock-europe.com
SaaStock Europe is Europe's largest B2B SaaS conference, drawing 4,000+ founders, executives, and investors for two days focused on scaling SaaS businesses from $1M to $100M ARR. Dublin's position as Europe's tech hub makes it an ideal backdrop, with satellite dinners and meetups extending networking throughout the city. The 2026 event introduces a dedicated AI Track alongside the GTM Track, addressing the agentic era specifically. Particularly strong for European VC access (Accel, Balderton, Point Nine, Notion Capital all attend regularly) and for SaaS founders building cross-border expansion strategies. SaaStock also runs a US edition in Austin in April.
Best for: European B2B SaaS founders, executives, and investors; companies expanding from a European home market or into one.
MAICON (Marketing AI Conference)
Date: October 13-15, 2026 Location: Huntington Convention Center, Cleveland, Ohio, USA Site: marketingaiinstitute.com/events/marketing-artificial-intelligence-conference
MAICON is the leading dedicated event for marketers piloting and scaling AI. The 2026 edition (the 7th annual) brings together approximately 500 senior marketing professionals for three days of practical AI content tailored for non-technical marketing leaders. Particularly valuable for teams that have moved past general AI exploration and need structured guidance on AI marketing workflows, vendor selection, and operational integration. Smaller and more focused than the other major events on this list, which produces a different (and often higher-quality) conversation density.
Best for: Marketing leaders piloting and scaling AI, marketing operations and martech teams, content leaders managing AI-driven workflows.
MarketingProfs B2B Forum
Date: November 2-4, 2026 Location: Boston, Massachusetts, USA Site: mpb2b.marketingprofs.com
MarketingProfs B2B Forum is the longest-running B2B-only marketing conference (running since 2007). The 2026 programme covers AI and content generation, content marketing, customer journeys and funnels, email marketing, lead generation, marketing and sales alignment, measurement and analytics, marketing planning, ROI demonstration, SEO, social media, and more. The exclusively B2B focus distinguishes it from broader marketing conferences and creates an audience of peers facing the same organisational dynamics, buyer complexity, and measurement challenges.
Best for: B2B marketers across content, demand generation, email, brand, and operations; smaller-scale than the major conferences with consequently better peer access.
Web Summit
Date: November 9-12, 2026 Location: Altice Arena and FIL, Lisbon, Portugal Site: websummit.com
Web Summit is the world's largest technology conference, drawing 70,000+ attendees from 160+ countries to Lisbon each November. While not exclusively B2B, the scale and the dedicated tracks (PandaConf for marketing, SaaS Monster for enterprise software, ContentSummit for media, FullSTK for developers) make it relevant for B2B operators looking for cross-industry exposure, founder networking, and broader tech ecosystem context. Particularly valuable for founders raising capital, for B2B brands wanting awareness with the broader tech audience, and for marketers evaluating the convergence of B2B and B2C trends.
Best for: Tech founders raising capital, marketers wanting cross-industry exposure, brands targeting awareness in the broader tech ecosystem.
Slush
Date: November 18-19, 2026 Location: Messukeskus Helsinki, Finland Site: slush.org
Slush is the most founder-focused startup event in the world, drawing 13,000+ curated attendees including founders, investors, operators, and tech talent. The matchmaking infrastructure (20,000+ facilitated meetings via the Meeting Tool) and 600+ Helsinki-wide side events make it one of the highest-density events in B2B for fundraising and partnership development. The Helsinki setting in late November is brutal weather-wise but produces a unique energy. Particularly valuable for European B2B founders raising rounds, for VCs building portfolio exposure, and for any founder who wants to spend two days surrounded by peers tackling similar challenges.
Best for: B2B founders (especially European), VCs and angel investors, tech talent considering startup roles.
B2B Marketing Live London
Date: November 18-19, 2026 Location: ExCeL London, United Kingdom Site: b2bmarketingexpo.co.uk
B2B Marketing Live (formerly B2B Marketing Expo) is the UK's leading dedicated B2B marketing event. The agenda spans AI and automation, sales and marketing alignment, lead engagement, ABM, content, demand generation, and creative B2B marketing. Particularly strong for UK marketing leaders looking for a major in-person event without crossing the Atlantic. The same organiser also runs a Manchester edition on June 11, 2026, at The Lowry Hotel.
Best for: UK B2B marketing teams, marketing operators evaluating UK-relevant tools and services, brands building UK-specific GTM motions.
What was dropped from the previous list
Two events from the previous edition of this guide are no longer on the list:
Gartner Data & Analytics Summit: dropped because the audience and content are too narrowly focused on data and analytics roles to belong on a general B2B events list. Gartner runs other events (Gartner Marketing Symposium, Gartner CSO & Sales Leader Conference) that are more relevant for B2B marketing and sales leaders if Gartner-led content is the priority.
B2B Online Europe: dropped because the event has become significantly less prominent than several alternatives now on the list (DMEXCO, OMR, SaaStock Europe), and its scope (largely manufacturing-focused digital transformation) doesn't fit a general B2B events list well.
What's new on the list
Four events have been added to the list since the previous edition:
Pavilion GTM2026: the most significant new addition. Pavilion's CEO/CMO/CRO/RevOps community has become one of the highest-density peer networks in B2B revenue leadership over the last several years; the annual GTM Summit is the in-person centrepiece.
DMEXCO Cologne: Europe's leading digital marketing event has been on most European marketers' shortlists for years but wasn't on the previous edition of this guide; correcting that omission.
OMR Festival Hamburg: has grown significantly in profile and is now a serious alternative to DMEXCO for European marketing leaders, particularly for the festival format and the influencer/content focus.
Slush Helsinki: Europe's premier founder-focused event, particularly relevant for B2B SaaS founders raising capital and for European tech ecosystem networking.
What changed from the previous list
Several events on the list have changed name, location, or format since the previous edition:
INBOUND is now UNBOUND: HubSpot's flagship event rebranded for 2026 after fifteen years. Same Boston venue, same September timing, same broad audience, repositioned around connected systems and AI-driven execution.
B2B Marketing Exchange relocated: moved from The Phoenician in Scottsdale to the Omni La Costa Resort in Carlsbad, California for 2026.
Content Marketing World relocated: moved from San Diego to Denver for 2026, with combined programming alongside TMRE and LIONS brands.
SaaStr Annual relocated: the SF Bay Area home is now San Mateo County Events Center; the event is co-branded with the AI Summit reflecting the AI-first repositioning.
SaaStock split US and Europe: SaaStock now runs a US edition in April (Austin) and a European edition in October (Dublin). The Dublin edition remains the larger of the two.
B2B Marketing Expo became B2B Marketing Live: name change with a more event-led brand identity. London edition in November plus a new Manchester edition in June.
For B2B teams that want a partner to plan and operate the marketing strategy alongside event participation (LinkedIn content, multi-channel outbound, podcast, paid acquisition, customer marketing, AI workflows, signal-based motions), GROU does this as part of the agency offering. Book a call.
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