About the Event

Generate Summit is the annual flagship event of Generate, the leading B2B marketing community for in-house marketers in Australia and New Zealand. The 2026 edition takes place on Thursday July 30 at the W Sydney, 31 Wheat Road, Sydney, running 8am - 5pm. The event is organised by B2B marketers for B2B marketers, with programming led by the Generate team and drawn from practitioners who actively work in the disciplines they present. The conference is dedicated to senior and mid-level in-house B2B marketers; agency and vendor attendees are catered for under a separate ticket category. The 2026 keynote sponsor is LinkedIn Marketing Solutions, with panel, roundtable, and exhibition sponsors including CAASie, Clutch Events, Farsiight, SwagNSend, PartnerPlus, and Keyy Productions. Past attendee organisations include Docusign, Adobe, Miro, Culture Amp, HubSpot, Dropbox, Employment Hero, and monday.com.

Audience & Attendees

Generate Summit is designed exclusively for in-house B2B marketers at the mid-level and senior level. The event is open to non-Generate members, but vendor and agency practitioners are required to use a separate ticket class. The audience spans demand generation managers, growth marketers, heads of marketing, CMOs, product marketers, marketing operations professionals, and B2B marketing generalists operating within technology and SaaS companies in Australia and New Zealand. The format creates peer community conditions - practitioners sharing real experience, including failures, rather than aspirational case studies. Confirmed 2026 speakers include Natalie Fagg (Chief Customer Officer, Sydney Swans), Christopher Doyle (Creative Director, Christopher Doyle & Co), and Kate Dinon (Partner, Character + Distinction), alongside Generate leadership.

Programme Structure

The full-day programme runs from 9am to approximately 4:45pm across a main stage and two breakout stages. The morning opens with a founder's welcome, MC opening remarks, and two back-to-back keynotes, followed by a panel session on ABM. After morning tea, parallel sessions run across Stage 1 and Stage 2, covering topics such as marketing to traditional industries and operating within international organisations. Interactive roundtables run on the main stage before lunch. The afternoon features two further keynote slots and two parallel panel sessions, followed by afternoon tea, a community update, a participatory session called "The Price is Right," a closing keynote, and closing remarks. The programme is designed to mix structured content with direct peer interaction throughout the day.

Main Topics

Confirmed and announced 2026 session themes include: account-based marketing - practical campaign, channel, and targeting approaches; marketing to slow-moving or traditional industries; working in international organisations from an APAC perspective; authenticity in marketing in an AI-dominated content environment; SEO and answer engine optimisation (AEO) - what comes next; B2B newsletters as a channel; aligning and maximising marketing, sales, and revenue operations teams; and brand strategy - specifically the case for building distinctive, enduring brands with less noise and more intentionality, as explored in the closing keynote "Slow Brands."

Closing Session

The conference closes at approximately 4:45pm with formal closing remarks following the final keynote "Slow Brands: The Case for Doing Less, Better" by Kate Dinon, Partner at Character + Distinction. This session presents a framework for building distinctive brands with greater intentionality - a fitting capstone for a practitioner event focused on quality over volume.

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