In a crowded digital landscape, creativity and authenticity are your greatest assets. The Content, Creative & Storytelling track focuses on how brands are standing out through innovative ideas and compelling narratives. These sessions will teach you how to balance creativity with performance to connect with audiences across every channel.
Explore the art and science of storytelling, from crafting engaging content strategies to leveraging data for personalized messaging. Learn how to create content that not only captures attention but also drives action. This track is your blueprint for building a content strategy that resonates.
Whether you’re a content creator, strategist, or marketer, this track will inspire you to think differently about storytelling. Walk away with actionable insights to elevate your content game and achieve your marketing goals.
Following is a look at the Content, Creative & Storytelling breakout sessions to help you customize your experience to master new tactics and solve your specific business challenges.
Monday Session:
Session Title: 9 Brain Science Secrets that Drive B2B Behavior
Speaker: Nancy Harhut, Chief Creative Officer, HBT Marketing, gets people to act. Her specialty is blending best-of-breed creative with behavioral science to prompt response. She and her teams at HBT Marketing work with numerous B2B clients and have won over 200 awards for digital and direct marketing effectiveness.
Description: Every day behavioral scientists uncover new information that confirms people don’t really think about what they do. Instead, they conserve mental energy and react automatically — relying on hard-wired decision defaults that influence everything from what they read … to whom they trust … to when they buy.
To make your marketing messages persuade people to act, you need to trigger these decision defaults. And you want easy, effective ways to do that.
In this example-jammed workshop you’ll discover the 9 decision-making shortcuts all humans have, and how you can use them to make sure your marketing messages get results.
Takeaways:
- Discover how to easily increase engagement and response to emails, ads, and webpages with messaging that triggers automatic, instinctive behavior – including one tactic that makes people four times more likely to buy right away
- Find out how your creative can strategically tap the mental shortcuts customers and prospects use to make their buying decisions — including the magic word that gets people to agree with you before they even finish reading what you wrote
- See numerous examples of in-market creative that demonstrate how to effectively add proven brain science principles to your campaigns to lift ROI — including one campaign that increased purchase intent by 13%
Session Title: The Innovation Multiplier: 5 Lessons Every B2B Marketer Should Learn from the World’s Fastest-Growing Tech Giants
Speaker: Laura Nespoli, Executive Strategy Director, Article Group, has built her career on helping leaders tell brand, product and go-to-market stories for global Fortune 500s like Google, J.P. Morgan, and Korn Ferry, and for non-profits from local to global in scale. As Executive Strategy Director at Article Group, a strategic advisory and creative studio, she oversees strategic storytelling for the firm’s clients while also contributing to the growth of the business.
Description: In the last decade, every company has become a technology company. For today’s B2B leader, this shift has brought a crushing new level of complexity—disruptive technologies, shrinking budgets, and an urgent mandate to justify every investment.
When the world is watching, the stakes of your next launch or major transition couldn’t be higher. The traditional marketing map is gone; today, you must draw the map while you navigate the mission.
The most successful innovators—companies like Google, AWS, and Salesforce—don’t win because they have more resources; they win because they use ruthless simplicity to unlock complexity. In this session, Article Group will share five critical lessons learned after a decade of working with the fastest moving leaders in B2B at the intersection of high-stakes innovation and human-centered storytelling.
This session offers a rare look at the upstream strategic mindsets and creative frameworks that helped these giants move from “amorphous ambition” to market-defining success.
Session Title: Winning Strategic Accounts Through Optimized Pipeline Conversion
Speaker: John Johansen is currently the Senior Director of Demand Generation at Delinea. With 15+ years of experience across multiple areas of marketing, he has developed a passion for demand generation and marketing campaigns. His role is to make the marketing plan real, taking the messaging and creative outside the walls of a company to see how it performs in the market.
Chip Klang is the Co-Founder and CEO of Lead2Pipeline, which helps the world’s most innovative B2B technology companies accelerate pipeline growth by connecting them with verified, in-market buyers—at scale and with full compliance. With more than 20 years in B2B demand generation, he’s built and led revenue-driving programs across the industry, including senior roles at QuinStreet, NetLine, and TechTarget.
Suzy Krohn is a Performance and Growth Marketing professional with over a decade of experience in customer acquisition and customer relationship management across multiple channels (e-mail, paid, programmatic, social, mobile, etc.). She’s planned and executed complex multimillion-dollar marketing campaigns on budget, delivering campaign targets and positive ROI. Suzy’s developed several A/B testing and benchmark frameworks that were implemented by cross-functional teams to drive efficiencies and improve reporting.
Description: For B2B marketers, strategic accounts aren’t just strategic – they’re essential. Join demand gen experts John Johansen and Suzy Krohn for 5 inside tips that have optimized conversions for their programs, and helped their sales teams win strategic accounts. Hosted by Lead2Pipeline’s Co-Founder and CEO, Chip Klang.
Session Title: Authentic Storytelling with AI: Balancing Efficiency and Creativity
Speaker: Pam Didner, VP of Marketing, Relentless Pursuit, is a seasoned B2B Consultant, Speaker, Fractional CMO, Author, and Podcaster. Her extensive knowledge covers various areas such as strategic planning, account-based marketing, demand generation, and sales enablement. Pam works closely with both sales and marketing teams to develop cohesive plans that align with overall business goals.
Description: In today’s B2B world, storytelling remains a powerful way to connect with customers, simplify complexity, and build trust. But the rise of AI is changing how we create and deliver our stories. AI can analyze data, draft content, and personalize campaigns at scale, offering marketers incredible efficiency. Yet efficiency without creativity risks producing generic, “soulless” content that fails to resonate.
This session will reveal how to blend AI capabilities with a human-centric touch to keep your storytelling both efficient and authentic. You’ll learn the do’s and don’ts of using AI, what to pay attention to when balancing machine-driven insights with human creativity, and how to ensure your brand’s voice remains strong and consistent in every campaign.
Key Takeaways: Content Creation with AI: A framework to integrate A as part of your storytelling process; Balance: How to combine AI efficiency with human creativity to keep narratives compelling; Do’s & Don’ts: Practical guardrails for using AI in storytelling without losing authenticity
Session Title: Marketing in the Shiny Object Era: Sharpen Our Stories to Overcome Buyer Status Quo
Speaker: Jen Allen-Knuth is the founder of DemandJen, where she helps Sales teams stop sounding like robots and start facilitating C-level conversations that move deals forward. After 18 years as a frontline seller at Corporate Executive Board and The Challenger Sale, Jen saw firsthand that the biggest threat to revenue wasn’t the competition – it’s buyer status quo. She went on to become the Chief Evangelist of Challenger and the Head of Community Growth for Lavender AI. Now she teaches reps how to un-stick stalled deals, create status-quo-busting outbound messages, and bring a frame breaking POV to discovery with CXOs. She’s trained teams at IBM, GE, Bloomberg Industry Group, G2, Sprout Social, Square, Autodesk, and Juniper Networks and spends her free time rescuing dogs and being a stepmom to four kids.
Session: In a market flooded with solutions and AI-powered noise, a “better way” message is no longer enough to stand out.
You’ll learn how to defeat our toughest competitor: buyer status quo.
Through practical examples and behavioral science, the session shows how to use stories to help buyers recognize and quantify the cost of staying the same.
The workshop introduces a repeatable framework for:
- Reframing stories to spark perceptual curiosity rather than feature fatigue
- Using Cost of Inaction storytelling to help your market size the problem they’re currently tolerating
Session Title: How One CEO Generated 10,000,000 Organic LinkedIn Impressions in 12 Months — And the System Behind It
Speaker: Devin Reed is the former Head of Content at Gong and Clari, scaling Gong’s brand from $20M to $200M ARR. Today he runs The Reeder where he helps SaaS marketers grow audience, brand, and pipeline with memorable content. Devin advises fast-growing startups like Notion, Wiz, and Crescendo.ai to fuel growth, turns readers into raving fans, and builds trusted brands. He also writes a weekly newsletter and podcast “Reed Between the Lines”.
Description: One sentence description: This is a behind-the-scenes look at the 10,000,000-view LinkedIn system that turned a CEO into a growth channel — and how marketers can apply it without burning out their execs. Most companies want their executives to “show up” on LinkedIn. Very few know how to do it without wasting time, sounding generic, or burning out.
In this address, Devin Reed breaks down the exact system he used to help Christina Ross generate 10,000,000 LinkedIn views in just 12 months and grow from 4,000 → 24,000 followers of CFOs and senior finance leaders— without ads, bots, engagement pods, or turning LinkedIn into a second full-time job.
This isn’t a talk about posting more. It’s about building trust and mindshare at scale — and turning executives into a durable growth asset for the business. Attendees will walk away with a clear, repeatable operating system they can apply to their own executives, leaders, or personal brands immediately.
TUESDAY SESSIONS
Session Title: Marketing Fundamentals Under Pressure: Turning Content Into Pipeline in the Age of AI
Speaker: Gillian Hinkle Senior Director Growth & Digital Marketing, Heroku, and Hailey Ho, Senior Director of Content, WordPress VIP.
Description: Marketing teams are under more pressure than ever: tighter budgets, fragmented attention, aggressive AI adoption, and the same expectation to drive real, measurable revenue impact. In response, many high-performing teams are returning to marketing fundamentals, with a sharper focus on content as a primary growth lever.
In this session, Gillian Hinkle, Senior Director Growth & Digital Marketing at Heroku and Hailey Ho, Senior Director of Content at WordPress VIP, will explore why content and modern content experiences are central to today’s revenue-driven marketing fundamentals, especially in the age of AI. We’ll unpack how leading teams are using content not just to fuel awareness, but to influence pipeline, accelerate deals, and support long-term growth.
You’ll learn:
- How original, high quality content wins in the AI race
- How to leverage content as an appreciating asset
- How to build a flexible foundation to support and measure these efforts
Session Title: How CallRail Achieved a 20% Increase in Conversions (in only 30 days!) by Refining Their Brand
Speaker: Kate DiLeo is CEO of The Brand Trifecta– the proven methodology that has helped thousands of organizations craft brands that bring more prospects to the table and generate more customers who buy. Kate teaches you to eliminate complex and ineffective storytelling by delivering a simple yet provocative message that tells prospects what you do, how you solve their problem, and how you differ from the competition. The outcome? Brand conversations that convert.
Description: What is the path of least resistance for differentiating yourself from the competition and crushing your goals? It’s simple: a brand that is strategically built to drive revenue. See first-hand how CallRail achieved a 20% increase in conversions – in only 30 days – by systematically refining their brand positioning and messaging. Learn common pitfalls to avoid, practical strategies for shifting your narrative, and how to immediately leverage a proven brand methodology, rooted in buyer psychology, that enables you to get out of a “sea of sameness”, bring more prospects to the table, and generate more customers who buy.
Session Title: The Multiplier Effect: 5 New Innovations to Supercharge Your Webinars
Speaker: As VP of Marketing and Chief Evangelist for ON24, Mark Bornstein is the world’s leading voice for webinar marketing & digital engagement. He brings over 20 years of experience with leading technology brands and hosts one of the longest-running webinar series, the ON24 “Marketing Best Practices Series” and presents at marketing conferences around the globe.
Description: In marketing, everything is changing…including webinars. In this session, you will see five exciting new innovations that will transform your webinar programs to more effectively extend the reach of your events, get more value from your best content, and increase conversions to pipeline and revenue – long after the live date is over.
Additionally, you will learn how to personalize webinars for target audiences, globalize the reach of your programs, leverage AI to turn webinars into new content and turn webinar “key moments” into new video content
See how a webinar is no longer just a webinar, it’s an entire campaign.
Session Title: The Trust Advantage: Content Strategy at the Intersection of Innovation & Expertise
Speaker: Jane Qin Medeiros is General Manager of the Brand & Content business unit within Informa TechTarget. With a media portfolio of 221 publications serving an audience of over 50 million across multiple technology and industry markets, the Brand & Content solutions unit serves audiences with the knowledge they need to drive business growth. The Brand & Content group also houses Informa TechTarget’s Content Studio for marketers, helping clients build brand, earn trust, and drive demand. Jane’s a commercial leader and content marketing specialist, spending over a decade building studioID, Industry Dive’s global content marketing group, from the ground up.
Description: In today’s challenging B2B marketing landscape, building trust has never been more critical—or more difficult. Join Jane Qin Medeiros as she reveals how successful+_ marketers are navigating a world where 95% of your audience isn’t ready to buy, buyers form opinions before they ever contact you, and purchase decisions involve many stakeholders and influencers.
This insightful session will explore:
The Trust Crisis: Todays buyers demand authenticity and proof in a content-saturated world. With the rise of AI generated content consumers need to know what is real and what to trust.
The Expert Advantage: How partnering with trusted SMEs, media voices, and analysts creates a powerful network of authority that buyers trust
The Innovation Imperative: Strategies for creating connected content ecosystems that meet buyers at every stage of their nonlinear buying journey
Discover practical frameworks and real life examples for developing content that resonates with today’s discerning buyers who prioritize credibility, objectivity, and depth of analysis. Learn how to leverage first-party audience data to target the right audiences with the right conversations at exactly the right time. Don’t miss this opportunity to transform your content strategy in an era where trust is your ultimate competitive advantage.
Session Title: Brand Jeopardy – The Day AI Went Primetime
Speaker: Celia Aniskovich is a New York based director and producer. Her career began in live broadcast news as an NBC Page before she transitioned into narrative and documentary filmmaking. She has directed, produced, developed and consulted on numerous US & UK projects and her films and series have been broadcast around the world. Her most recent feature release, a documentary entitled Call Me Miss Cleo (Nominated for an Astra Award), premiered in December 2022 on HBO Max.
David Reid, Vice President, Global Growth, Transmission, is a seasoned global client marketing and entrepreneurial leader, providing executive counsel to leading B2B brands. With 20 years of marketing experience, David is a recognized authority in B2B marketing who specializes in transforming brands and aligning go-to-market strategies with sales through innovative, customer-centric programs that drive growth.
Description: In a world where B2B audiences are more diverse and dynamic than ever, but the B2B industry is traditionally seen as boring and factual, B2B marketing is at a critical juncture and needs a wake-up call. Enter brand storytelling – integrating entertainment into marketing strategy to connect with audiences, maintain relevance, and enhance experiences.
Join global B2B marketing agency Transmission as they share an agency-produced short film capturing one of the most significant periods for IBM when they put their brand on the line and into the culture zeitgeist when they put IBM Watson on Jeopardy.
Session Title: Stop Overproducing: How to Create B2B Video That Performs Without Big Budgets
Speaker: Taylor Corrado, Senior Director of Brand Marketing, Wistia is a passionate B2B Senior Marketing Director with 15+ years experience in a variety of industries including MarTech, Nonprofit Tech, Corporate Travel, and Video, with a strong focus on SaaS. Experienced in leadership, overall marketing strategy, digital and content marketing, demand generation, and go-to-marketing alignment.
Description: B2B teams are under pressure to create more video than ever, but many still treat video like a big, expensive campaign asset. The result? Content that takes too long to produce, costs too much, and often fails to connect with buyers or drive real business impact.
In this session, Taylor Corrado, Senior Director of Brand Marketing at Wistia, shares five proven B2B video formats that consistently perform across the funnel. You’ll learn how to match the right type of video to different stages of the buyer journey, how to balance creative storytelling with performance expectations, and how to build repeatable video programs that actually deliver results.
Attendees will leave with practical frameworks, real examples, and a clear plan for creating effective B2B video without big budgets, crews, and production timelines.
Session Title: From Pit Lane to Pipeline: Accelerating Business Growth with Cisco’s Game-Changing Sponsorship Strategy
Speaker: Bryan E. Jones, SVP, Global Revenue, Field & Partner Marketing, Cisco, is a results-oriented marketing leader with a passion for putting people first. With a unique blend of expertise in Marketing, Sales and Technology, Bryan has built a distinguished career marked by global success. Throughout his career, Bryan strategic approach has consistently driven increases in share of wallet, acquisition of new customers, and improvements in close rates – ultimately enhancing customer retention and Net Promoter Scores.
Description: This session is designed for demand generation, Sales, and Marketing leaders eager to learn how to rethink their corporate sponsorships as a strategic business accelerator, delivering measurable value beyond traditional marketing plays.
Discover how Cisco leveraged its partnership with McLaren Racing to unlock the power of sponsorships to foster genuine product understanding, break down Sales barriers, and create intimate customer engagements.
Join us to explore how Cisco’s Marketing team crafted bespoke engagements that resonated with key decision makers, accelerated pipeline, and elevated product showcases through dynamic, real-world experiences.
WEDNESDAY SESSION
Session Title: Avoid the Costly Mistakes Today’s Marketers Make with B2B Messages
Speaker: Nancy Harhut, Chief Creative Officer, HBT Marketing, gets people to act. Her specialty is blending best-of-breed creative with behavioral science to prompt response. She and her teams at HBT Marketing work with numerous B2B clients and have won over 200 awards for digital and direct marketing effectiveness.
Description: Sometimes it’s not what you say but how you say it. B2B marketers often learn this the hard way … if we learn it at all. The truth is you can have all the right information. All the right benefits. Even all the right prospects. Yet your messages still fall flat.
In this short, example-stuffed session discover the 7 big messaging mistakes you likely make. As well as the quick fixes that’ll increase your KPIs.
You’ll see the common, but costly communication errors that tank campaigns today. And gain some easy ways to overcome them by creating messages designed to work with your customer’s brain and not against it.
Takeaways:
- The easiest and most overlooked way to increase revenue (7x more effective says the B2B Institute)
- The misconception about your audience that costs you sales—and makes you look LESS intelligent
- The simple way to rewrite a headline that’s proven to boost engagement up to 140%
Session Title: From Cringe to Credibility: How We Built a Social Selling Program That Actually Drives Revenue
Speaker: Sarah Icely Hill, SVP, Growth BrandActive didn’t come up through a traditional growth path and that’s part of what makes her approach different. Jill has helped shape how they think about growth at BrandActive, not just in terms of marketing and business development, but in how we connect across functions, scale what works, and build trust at every touchpoint.
In March 2020, Darren McKee, Founder of Darren McKee Co., had almost no presence on LinkedIn. A global pandemic changed the world, so he started writing—and didn’t stop for 1,679 days (and counting). That consistency transformed his LinkedIn journey, growing to more than 65 million people engaging with his content and in just three years, it helped hom 6x my annual income.
Description: This session shares the story of how BrandActive, a niche consultancy with a long sales cycle and complex services, launched and scaled a social selling (or employee generated content) program that now drives over 50% of new logo outbound meetings.
You’ll hear what it took to get a cross-functional team posting consistently (even when it felt uncomfortable), how we created internal systems that supported authentic, low-lift content, and what we learned from a year of testing, iterating, and tracking results.
No hacks, no influencer jargon, just a grounded, practical roadmap for building social credibility that converts.
Learning objectives:
- Understand how to design a sustainable social selling program with shared accountability across teams
- Learn how to support contributors who aren’t “natural” content creators (and don’t want to be)
- Get a look at the systems we built to reduce lift, create consistency, and track results
- Learn how to align personal and brand voice without sacrificing authenticity
- Leave with practical prompts, calendar tips, and social habits to try immediately
With buyer behaviors changing and outbound strategies under pressure, showing up on platforms like LinkedIn isn’t just optional, it’s the new baseline. But it only works if the strategy is structured, the team is engaged, and the content is consistent. This isn’t a story about influencers. It’s a story about cross-functional professionals who found their voice, built credibility, and helped drive growth – one post, comment, and connection at a time.
Session Title: The 2026 B2B Lead Gen Playbook: Scaling Paid Media in the Age of AI, Privacy, and Rising Costs
Speaker: Kaushik Kumar is a demand generation leader and marketer who helps B2B companies turn paid advertising and SEO into real pipeline and revenue. He has 10+ years of experience scaling growth for companies and currently leads demand generation at Workleap.
Description: Paid advertising and lead generation are getting more expensive, more competitive, and harder to scale— especially in B2B. Yet most teams are still fighting 2026’s rising costs with a 2019 mindset.
In this session, we’ll deconstruct how high-performing B2B teams are scaling lead generation in an environment defined by AI, privacy-driven signal loss, and sky-high acquisition costs. You’ll learn why the strongest results no longer come from “hacking” ad platforms, but from designing a system that captures in-market demand and turns it into predictable pipeline.
We’ll move past the lead-volume trap and focus on the frameworks that actually drive revenue — including why creative has become the most powerful form of targeting, and why brand awareness is one of the most overlooked levers for lowering down-funnel CAC.
Attendees will learn how to:
- Make the Quality Pivot: Scale B2B lead generation by prioritizing sales-ready demand and optimizing for pipeline value, not just CPL.
- Use Creative as Targeting: Let ad creative filter for real buyers in a post-privacy world.
- Unlock Brand Efficiency: Lower CAC by building familiarity and preference before prospects ever click a conversion ad.
- Beyond the Ad Manager: Improve lead quality by optimizing landing pages, offers, and sales workflows.
- Design for 2026: Build a modern paid growth engine that works with today’s realities — not yesterday’s playbook.
Tracks
The core of B2BMX has always been its content, and for 2026, we have reimagined our track format to align perfectly with the modern marketer’s mandate. We have classified our sessions into seven distinct tracks to help you navigate the experience and find the exact solutions you need.
Artificial Intelligence (AI). AI is no longer a buzzword; it is a business imperative. This track goes beyond the basics to explore how leading B2B brands are using AI to improve productivity, personalize experiences at scale, and uncover insights that drive smarter decisions. You will see firsthand how AI is reshaping the way marketers work.
GTM Strategy & Advanced ABM. Rethink your go-to-market strategy. Learn how the best teams are breaking down silos between sales, marketing, and customer success to create connected programs that build pipeline and deliver measurable growth.
Customer Experience & Personalization. This track focuses on the “how”—how to deliver seamless, relevant experiences from the first touch to long-term loyalty. Learn how data and automation come together to create personalized journeys that actually resonate with buyers.
Measurement & Data. Prove your impact. Gain ideas for building better data foundations, improving attribution models, and using insights to not just report on the business, but to grow it.
MarTech & Integration. MarTech continues to evolve at breakneck speed. These sessions explore the latest technologies redefining automation, integration, and performance, helping you optimize your stack for maximum efficiency.
Leadership & Culture. Hear from marketing leaders who are rethinking how teams work, grow, and innovate. Learn how culture drives success and how to build organizations ready for what’s next.
Unparalleled Networking and Actionable Insights
What truly sets B2BMX apart is the community. This event brings together a highly curated collective of influential professionals, including CMOs, VPs, and Directors from leading global B2B organizations.
With an All-Access Pass, you aren’t just an attendee; you are part of the conversation. You will have access to:
- 4 Keynotes Featuring Industry Trailblazers: Start each day with high-level inspiration from visionaries redefining the industry.
- 50+ Breakout Sessions: Dive deep into critical topics with practical frameworks and real-world case studies.
- Hands-On Workshops: engage in small-group skill-building sessions to master specific tactics in areas like RevOps and AI integration.
- Full Marketplace Access: Explore the exhibition floor to discover the innovative tools and strategic partners that can accelerate your revenue engine.
The networking receptions are designed to be fun and collaborative, allowing you to mix and mingle with hundreds of top-tier peers. These aren’t just business card exchanges; they are opportunities to find mentors, partners, and future collaborators who face the same challenges you do.
Secure Your Spot Today
The future of B2B marketing is here, and it is happening in California. Do not miss this essential opportunity to future-proof your revenue engine. B2BMX 2026 is more than a conference; it is an investment in your professional future.
Registration is now open. Join us in Carlsbad this March and get ready to transform your marketing strategy. Register for B2BMX 2026 Now
