Opening General Session and Keynotes

Opening Remarks with Ann Handley

Kick off B2B Forum in style with the one and only Ann Handley!

The ROI of Resonance, Originality, and Impact: Turning Every Marketing Touch Into a Remarkable Moment with David Fortino

We’re swimming in data about our buyers. And while AI can help make some sense of it all, the real wins will come from what a machine can’t deliver: Resonance. Originality. Impact.

This ROI is where the true marketing magic happens.

NetLine General Manager David Fortino will prove why your unique voice matters now more than ever. He’ll show you how to rise above the digital noise with messaging that truly connects—and, more importantly, how to tap into your originality to create lasting impact.

Join David to learn:

• How to craft a brand narrative that truly speaks to your audience
• Tips to uncover and leverage the unique qualities that make your brand your brand
• Why blending technology with human-first strategies is the key to real engagement
• How to be bold and experiment in ways that lead to breakthrough results

The Funny Side Of Marketing: Avoiding the Customer Journey to Nowhere with Tom Fishburne

We now have the tools and technology to deliver more consistent and creative customer experiences than ever before. So why does customer engagement so often fall flat?

We’ve all felt the pain of customer engagement that doesn’t work—customer journeys that break, consumer data without insight, attempts at personalization that misfire.

Marketoonist Tom Fishburne has been drawing cartoons about the marketing industry for more than 20 years. In this insightfully funny keynote, Tom will use his cartoons and stories to highlight some of what goes wrong to explore how to make it go right.

Along the way, he’ll remind us how our own senses of humor can help us become better marketers and do our best work.