One useful detail: the individual pass includes access to all co-located tracks. If your sales enablement or customer success colleagues are going to their own summits that week, you can drop into their sessions too.
If you're on the fence between the individual pass and Pro+, the math is simple. Pro+ costs about £500 more and bundles a year of certifications, training, and recordings with the summit itself. If you were going to buy a PMA certification anyway, Pro+ is usually the better deal.
What's on the agenda at the Product Marketing Summit London 2026?
The 2026 agenda covers six themes: metrics, getting ROI from AI, building influence, positioning for AI discovery, go-to-market, and stakeholder management. Here's how the two days break down.
Day 1, Wednesday, December 2
- No Playbook: Product Marketing in the Age of AI with Rory Woodbridge, Founder of The Product Marketer
- The state of storytelling: Narrative-led growth with Elliott Rayner, CMO of OWOW
- The win/loss advantage: From gut feel to intelligence that changes how you sell
- The ICP audit: pressure testing who you actually serve with Natalie Sweet, VP of PMM at Sage
- The 10 Habits of Indispensable PMM Leaders with Tamara Grominsky, Founder of PMM Camp
- Scaling PMM with AI: you don't need a bigger team, you need a better system with Anna Opochinskaya of Perkbox
- Fireside chat on the PMM-product relationship in a continuous release world, with speakers from Serrala, Readdle, and Spotify
- The Ownership Challenge: Brand, PMM, and Campaigns in the AI Era with Gwen Lafage, VP of Marketing at Sinch
- AI workflows that deliver efficiency and quality for PMMs with Justin Vaughan-Brown of Camunda
- GTM in a changing climate with Asif Chaudhry of the Product Marketing Alliance
- Workshops on integrated leadership and building with AI, the PMM pub quiz, PMM Family Feud, and a happy hour
Day 2, Thursday, December 3
- The metrics that made leadership take PMM seriously
- Your AI agents are not a product marketing team with Udit Misra, VP of Product Marketing at LearnWorlds
- Aligning PMM to the business plan, not the product plan with Laura Conway, Global Head of Product Marketing at Depop
- Panel: how automation is reshaping the relationship between PMM, sales, and CS, with speakers from Lovable, Amazon, and the Product Marketing Alliance
- Think Global, Win Local with Lisa Molan of LinkedIn Talent Solutions
- Sunsetting a product without losing the customer with Michelle Sharp, Director of Product Marketing at TransUnion
- Workshop: Positioning AI products in a market where everyone claims the same thing with Nathan Davis of Shopify
- Fireside chat: individual contributor or people manager, with speakers from WhatsApp and News UK
- Your first 90 days in your next PMM role
- Live Masters certifications in AI for Product Marketing, Strategic Narrative, and Messaging
Other speakers include Matt Neale (Amazon), Sara Johnson (Mastercard), Talia Moyal (Lovable), Erick Morales (Spotify), Hasmita Nair (WhatsApp), and Amit Alagh (RWS Group). The agenda can still change, so check the official page before you plan your days.
Which Product Marketing Summit London sessions should you prioritize?
You can't do everything, especially when workshops run against main-stage sessions. Pick by the problem you're trying to solve.
| If your biggest problem is... |
Prioritize |
| Proving PMM's value to leadership |
The metrics that made leadership take PMM seriously, and Aligning PMM to the business plan |
| Knowing who you actually sell to |
The ICP audit, and The win/loss advantage |
| Doing more with the same team |
Scaling PMM with AI, AI workflows for PMMs, and Your AI agents are not a product marketing team |
| Positioning an AI product |
The positioning AI products workshop, and The state of storytelling |
| Working with product, sales, and CS |
The PMM-product fireside chat, and the automation panel on PMM, sales, and CS |
| Your own career |
The 10 Habits of Indispensable PMM Leaders, the IC vs manager fireside chat, and Your first 90 days |
What other summits are happening at the same time in London?
The Product Marketing Summit is part of a full week of co-located Alliance events at the InterContinental London, The O2. Your PMM pass covers the co-located tracks, which makes it easy to bring cross-functional colleagues.
| Event |
Date |
| CMO Summit London |
Tuesday, December 1 |
| Customer Marketing Summit London |
Wednesday, December 2 |
| Sales Enablement Summit London |
December 2 and 3 |
| Customer Success Festival London |
December 2 and 3 |
| Product-Led Summit London |
December 2 and 3 |
| AI for Customer Support Summit London |
December 2 and 3 |
| Product Operations Summit London |
December 2 and 3 |
| Revenue Operations Summit London |
December 3 and 4 |
For a PMM, the Customer Marketing and Sales Enablement tracks are the most natural add-ons, since that's where launches turn into adoption and pipeline.
Who attends the Product Marketing Summit London?
The Product Marketing Summit London expects 300+ attendees from 150+ companies, and 80% of them are in senior management. The crowd is mostly product marketing managers, senior PMMs, heads of product marketing, and VPs of product marketing, along with CMOs and marketing leaders, especially around the CMO Summit on December 1.
Speakers come from companies like Amazon, Spotify, Shopify, WhatsApp, Mastercard, Sage, Lovable, and Depop, which gives you a good mix of big-company and fast-growing startup perspectives.
Is the Product Marketing Summit London worth it?
The Product Marketing Summit London is worth it if you're a PMM or PMM leader working through how AI changes your role, and you want practical frameworks plus a European PMM network. It's harder to justify if you're brand-new to marketing and need fundamentals, or if you'd rather learn on your own schedule, since a livestream and on-demand option exists.
It's worth it if:
- You lead or are building a PMM function and need to prove its impact
- You're figuring out where AI fits in research, positioning, launches, and competitive intel
- You want to benchmark your GTM motions against companies at your stage
- You'll take a live certification or bring colleagues from sales, CS, or product to the co-located tracks
It's probably not worth it if:
- You want general marketing content rather than product marketing
- You can't commit two days and would get more from on-demand recordings
- Your company won't let you act on what you learn
How do PMMs turn the summit into a year of buyer insight?
PMMs get the most out of the Product Marketing Summit by treating it as the start of a system, not a two-day event. That means taking the frameworks from the win/loss, ICP, positioning, and metrics sessions, then connecting them to a steady stream of real buyer conversations once you're back at work.
Almost every session on this year's agenda depends on knowing what buyers actually think: who they are, why they buy, why they don't, and what words they use. Most PMM teams get that from a handful of interviews a quarter and a CRM full of form fields. That's thin. The buyers are already talking. The question is whether anyone is listening at scale.
Use real conversations for your ICP audit
The ICP audit session asks a sharp question: who do you actually serve? Your website traffic already answers part of it. In The Anonymous Buyer, our 12-month study of 90+ B2B software websites, buyer segments behaved differently even when they came from the same channel. From organic search, 30% of SMB buyers started with a conversation compared with 16% of enterprise buyers. From paid search, it was 17% versus 7%.
One conversion benchmark per channel hides those differences. If your ICP spans SMB and enterprise, your positioning, page design, and next steps probably need to split too. Knock's real-time enrichment and segmentation shows which segment each visitor belongs to while they're on your site, and you can even let only ICP leads book meetings so sales time follows your ICP definition.
Design pages for readers and scanners
Positioning only works if buyers read it. In our data, deep readers and fast scanners behaved very differently. Deep readers made 15.5% of their conversions through live conversations, compared with 2.7% for fast scanners, and scanners filled out forms 4.3 times as often. Page length mattered too: long pages held attention 1.9 times longer, short pages were followed by 6.7 times more form fills, and medium-length pages led to the most conversations.
That's a practical brief for your next launch page. Give scanners a short path. Give readers the depth they want and a way to ask a question when they're done. If your funnel still forces everyone through the same form, read why your B2B inbound funnel isn't working.
Match the next step to where buyers come from
Traffic source changes how buyers want to engage. In our data, chat's share of conversions ranged from 0.2% for paid social to 19% for organic and AI search. Visitors coming from organic search chose chat above their company's average at 34 of 44 companies.
So a buyer who found you through an AI search answer probably wants to ask a question, not fill out a form. That matters for the "positioning for AI discovery" theme on this year's agenda. Showing up in AI answers is half the job. Being ready for the conversation that follows is the other half. Our AI discoverability playbook covers both.
Turn conversations into win/loss and messaging input
Every buyer conversation on your website, LinkedIn, Slack, or WhatsApp is raw material for win/loss analysis and messaging. Buyers ask about pricing, compare you to alternatives, and describe their problems in their own words. When those conversations sit in one place, PMMs can see which objections come up most, which competitors buyers mention, and which phrases they use.
Knock Chat and the Knock AI Agent handle those conversations across channels and keep the history in one record, so the insight doesn't disappear into individual reps' inboxes. We cover why buyers prefer messaging in DM selling: why B2B deals now start with a message, not a form.
One of our customers, Veho, saw 46% higher SQL conversion with Knock. For a PMM, that kind of lift is exactly the "revenue connection" the metrics sessions are asking you to prove.
Build the relationships at the summit, too
The summit itself is a relationship event. The Alliance's own pitch is that the connections you make will outlast the two days, and with 80% of attendees in senior roles, your peer network matters. Before you go, check who in your company already knows the PMM leaders and speakers you want to meet. Knock AI's Private Relationship Graph can surface those warm paths. Then bring a way to stay in touch beyond LinkedIn requests. A free Knock Personal Card gives you one QR code with your links and a way to start a conversation, and if your company is exhibiting, a Marketing Card does the same for your booth. For launches aimed at specific target accounts, PMMs can also build account-personalized marketing cards.
If your team will also be at the co-located Sales Enablement or Customer Success summits, use the week to agree on how buyer insight flows between PMM, sales, and CS. That's the theme of Thursday's automation panel, and it's easier to fix in person.
Best tools for turning buyer conversations into PMM insight: the shortlist
- Knock AI: Best for capturing buyer conversations across your website, LinkedIn, Slack, and WhatsApp in one relationship history, so PMMs can mine real objections, competitors, and language
- Customer interviews: Best for depth on a handful of accounts each quarter
- Win/loss programs: Best for structured feedback after deals close or fall through
- Sales call recordings: Best for understanding late-stage conversations with qualified buyers
Heading to The O2? Set up your summit card and chat links with Knock AI before December 2. It takes minutes.
FAQs
When is the Product Marketing Summit London 2026?
The Product Marketing Summit London 2026 takes place on Wednesday, December 2 and Thursday, December 3, 2026.
Where is the Product Marketing Summit London held?
The Product Marketing Summit London is held at the InterContinental London, The O2, 1 Waterview Drive, London SE10 0TW.
How much does the Product Marketing Summit London cost?
An individual pass costs £1,095 plus tax. Teams of three or more can save up to £600 with the group rate, and the Pro+ membership at £1,599 includes free summit access along with certifications, training, and recordings.
Who organizes the Product Marketing Summit?
The Product Marketing Summit is organized by the Product Marketing Alliance, a global community for product marketers. The Alliance has run summits since 2019 and runs a world series of events across North America, Europe, Australia, and South America.
How many people attend the Product Marketing Summit London?
The Product Marketing Summit London expects 300+ attendees from 150+ companies, with 30+ speakers. About 80% of attendees are in senior management.
Is there a livestream or on-demand option?
Yes. The Product Marketing Summit offers livestream and on-demand options alongside the in-person event, and the individual in-person pass includes on-demand recordings.
What are the best product marketing conferences to attend?
The Product Marketing Alliance's summit series is the largest set of conferences built specifically for product marketers, with editions in London, San Francisco, New York, Boston, Chicago, Berlin, Amsterdam, Sydney, and more. London is Europe's largest PMM summit. For broader B2B marketing, B2B Marketing Live at ExCeL London on November 18 to 19, 2026, is a free option with a much larger crowd.
What product marketing events are happening in London?
In London, the Product Marketing Summit runs December 2 to 3, 2026, alongside the Customer Marketing Summit on December 2 and the CMO Summit on December 1. B2B Marketing Live runs at ExCeL London on November 18 to 19, 2026. In 2027, the Alliance has a Product Marketing Festival in London on June 17 and a PMM Leaders Summit London on September 1.
What marketing conferences are left in 2026?
Marketing conferences still to come in late 2026 include B2B Marketing Live London and the Product Marketing Summit Chicago on November 18 to 19, and the Product Marketing Summit London, CMO Summit London, and Customer Marketing Summit London in the first days of December.
Can I attend the co-located summits with a Product Marketing Summit pass?
Yes. The individual Product Marketing Summit pass includes access to all breakouts, workshops, and co-located tracks, including summits for sales enablement, customer success, product-led growth, product ops, and customer support.
Are there certifications at the Product Marketing Summit London?
Yes. On December 3, the summit runs live Masters certifications in AI for Product Marketing, Strategic Narrative, and Messaging.
How do PMMs use buyer conversations for insight?
PMMs use buyer conversations to find real objections, competitor mentions, and the language buyers use, then feed that into ICP definitions, positioning, messaging, and win/loss analysis. Knock AI keeps buyer conversations from your website, LinkedIn, Slack, and WhatsApp in one place, so that insight is easy to find instead of scattered across inboxes.
A brief for your trip
Every session at the summit assumes you know your buyers well. Go to London for the frameworks and the people. Come back with a plan to hear from buyers every week, not every quarter.
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