From sport and culture to food and technology, corporate brands are tapping into a much wider range of audience interests, creating new possibilities for where they show up, the partnerships they build and the stories they tell.

Join us for Media Matters at the FT, as we explore how B2B marketing strategies are evolving, and what this means for the way brands build relevance, influence and long-term relationships with their audiences. We'll look at the commercial thinking behind new approaches, the opportunities worth pursuing and how brands are deciding where to invest.

• What’s driving new thinking around B2B channels, formats and partnerships
• How brands are making strategic choices about new opportunities, balancing audience relevance, brand positioning and commercial objectives
• How marketers are balancing experimentation with commercial value
• What makes a new or unexpected connection feel relevant and how context can shape the creative and the message