Traditional B2B metrics—reach, impressions, and attribution—were built for campaigns, not relationships. But in a world flooded with AI-generated content and automated distribution, these metrics are losing meaning. This session challenges marketers to move beyond measuring activity to start measuring impact. When content is infinite and attention is scarce, trust, relevance, and relationship depth become the […]
Read MoreWhen marketing is done well, the end result often looks effortless. Few understand the research, forecasting under uncertainty, strategic trade-offs, or data analysis behind every campaign. The result? Stakeholders assume the work was easy, and you’re stuck defending budget requests (and possibly your professional existence) instead of advancing your career. As a vice president of […]
Read MoreLast year, Liza Adams explored the rise of AI teammates and what it takes to start building them. This year, we move from experimentation to implementation—and the messy reality in between. Teams everywhere are building AI teammates. The challenge isn’t creating them; it’s deciding which ones matter, how they connect into real workflows, and how […]
Read MoreThe ‘funnel’ was a useful concept in a world where marketers controlled information flow. But buyers moved on, so RIP to your funnel and simplified way of moving customers from awareness to sale. Your B2B buyers are doing their own research, jumping between stages, making emotional decisions they dress up as rational ones, and arriving […]
Read MoreMost B2B marketing teams are sitting on more data than ever—but still struggle to turn it into clarity, confidence, and consistent impact. Dashboards multiply. Tools pile up. AI promises acceleration—but often amplifies errors. And decision-making feels just as fragmented as ever. Simplify your approach with a practical, data-driven plan that leads to actionable marketing insights. […]
Read MoreThere are logical sequences to transforming an idea from mere words to a meaningful, impactful story that any marketer can learn. Hidden codes. Formulas that will unlock your ability to find, craft, and share enchanting stories. Get ready to make your job easier by learning the proven storytelling methods of our most effective communicators in […]
Read MoreThere are many ways to use AI, and many of them are focused on speed. But your real advantage is using AI to improve performance: stronger insights, higher-quality content, and better lead generation results. In this session, Andy Crestodina, co-founder and CMO of Orbit Media, will walk through a practical, end-to-end approach to AI in […]
Read MoreTighter budgets. Higher expectations. More pressure to prove ROI. As marketing budgets face increased scrutiny, the question isn’t how much you spend—it’s how well you plan, prioritize, and present your plan in a way management and internal stakeholders can comprehend. To succeed in 2027, marketers need a strategic, data-driven approach that aligns directly with business […]
Read MoreFor B2B brands, it’s no longer enough to optimize for a featured snippet or fight for page one rankings. AI tools are reshaping how buyers discover solutions, and they don’t just crawl websites; they pull from social-first platforms, expert voices, and credible content across the digital ecosystem. That means a brand could rank #1 on […]
Read MoreMarketing in the automotive software industry is a sea of boring sameness—just like it is for a lot of B2B companies. What’s more, CMOs everywhere are saying, “More video!” So what’s a marketer to do? Join this session to learn how one B2B company accomplished getting its video program set up, budget and team required, […]
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