With so much change taking place across the digital landscape, it's easy to question where PPC fits within a modern B2B marketing strategy.

The reality is that PPC remains a powerful driver of demand, pipeline, and measurable business results, even if at times it feels like it's lost its place.

In this session, Sophie will explore the role PPC plays in today's B2B marketing strategies, challenge some common assumptions, and discuss how marketers can better demonstrate value beyond Impressions and Clicks.