John Webb

John Webb is the Founder of Decoding Growth, an agency that helps B2B media and events companies turn audiences into new, high-growth revenue streams. With 25+ years’ experience across digital and B2B sectors, John has led commercial transformation for brands in the UK, US, and beyond — from scale-ups to global platforms. He’s built lead-gen engines, restructured revenue teams, and designed AI-powered strategies for clients ranging from fintech to construction. At Advertising Week, John brings a front-line view of how innovation is reshaping B2B performance — and what marketers need to do next to stay competitive in 2026 and beyond