In a time when organic reach is lower than ever and platforms hoard traffic for themselves, it’s up to marketers to figure out what to optimize for instead. Marketers need to break our obsession with attribution and replace it with KPIs that can actually be controlled. Join Amanda Natividad to uncover the best content for […]
Read MoreWith AI handling more of the foundational tasks that once helped early-career professionals learn their crafts, organizations face a new challenge: how do newcomers gain real experience? If AI is doing the grunt work, what replaces the traditional model of learning by doing? In this forward-looking session, Jim Sterne explores how leaders can rethink onboarding, […]
Read MoreMost B2B marketers are running multi-channel campaigns—but they’re not orchestrated programs. Each channel has its own goals, metrics, and timeline. The result? Wasted budget, confused buyers, and leadership questioning marketing’s impact. Dina Otero will give you a four-decision framework for designing demand generation programs in which channels amplify one another, enabling you to draw a […]
Read MoreYou’ve done the research. You know your customer. Unfortunately, so does everyone else. When every brand follows the same playbooks, uses the same tools, and copies the same best practices, differentiation disappears—and customer loyalty goes with it. Shouting “But we’re different!!” doesn’t help when your differentiators come from things you don’t own or can’t control […]
Read MoreExecutive stakeholders evaluate your program through a different lens: growth trajectory (CEO), capital efficiency and predictability (CFO), pipeline quality and sales adoption (CRO), and risk and repeatability (Board/PE). Get a practical framework to win executive buy-in faster—without a 30-slide pitch deck. Katie Roudabush will show you how to translate marketing into executive outcomes; pre-wire decisions […]
Read MoreWhat’s your favorite work of art? Picture it. That masterpiece wasn’t created in a single brushstroke—it was shaped through deliberate choices over time. Now think about how narratives take shape inside your company. Many B2B stories are painted in pieces: brand over here, product over there, launches layered on top without cohesion or a system […]
Read MoreMost B2B teams know buying groups matter, yet still rely on lead and account metrics that don’t reflect how real decisions are made. This session introduces marketing-qualified buying groups as the missing layer between leads and opportunities, and shows how to make them work in practice. Drew Smith will show you where traditional lifecycle models […]
Read MoreSoon, your buyers won’t be coming to your website anymore. AI agents are becoming your new buyers—researching, comparing, and recommending solutions on behalf of your audience. This shift changes how you need to create, structure, and distribute content. Instead of writing primarily for search engines or even humans, organizations must build content ecosystems AI agents […]
Read MoreThe most honest voice in your go-to-market strategy is the one marketing never hears. Sales hears the truth from customers every day. Marketing shapes content and campaigns that drive decisions. But the loop between the two is broken, and it’s costing you deals. Insights from the sales team rarely make it back into campaigns, and […]
Read MoreMost marketing teams are stuck in gen AI pilot purgatory. You have a handful of pilots, some impressive demos, but no meaningful change in how work actually gets done. Brent Summers will share key insights into how Qualcomm Technologies made AI the infrastructure for their global marketing organization. You’ll learn how the team picked a […]
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