Webinars have evolved far beyond simple lead generation tactics; they now serve as the central nervous system for B2B intelligence and strategic planning. In 2025, Demand Gen Report offered a series of educational standalone sessions that were less like standard presentations and more strategic workshops, equipping marketers with the tools necessary to navigate a complex digital landscape where buyer behaviors shift rapidly.
To build a truly resilient marketing engine, you need to learn from those who are already successfully navigating the terrain with leaders from Adobe, IBM, Databricks, NetLine, and Demandbase, to share their internal playbooks. By bringing together voices from sectors ranging from enterprise cloud computing to programmatic lead gen, we ensure you receive a holistic view of the market. This creates a rare opportunity to see exactly how top-tier teams align their tools and workflows to drive efficiency and scale.
The agenda for the year covered critical pivot points that define marketing success, from modernizing content operations and mastering AI-driven ABM to diagnosing funnel health and designing waitlist-worthy events.
From Bottlenecks to Breakthroughs: Modernizing B2B Content Operations
B2B content demands are skyrocketing, but most teams are stuck in outdated models that slow them down, perpetuate silos, and make it harder to achieve impactful content acceleration. With growing pressure to deliver personalized, high-impact content at scale, it’s time to rethink the way B2B content gets planned, created, and activated.
Adobe’s Nick Harper hosted Lumen Technologies Moria Fredrickson and IBM’s Bryan Casey as they explored what a modern B2B content operating model really looks like — anchored in current best practices while evolving with AI-powered workflows. Among the topics broached included the core principles of a modern B2B content operating model and why it’s a game changer; how to better align teams, tools, and workflows to scale personalized content production; and real-world examples of current and future state content operations from a leading global enterprise that drive both operational efficiency and revenue.
Right Buyer, Right Now: How to Unlock Speed & Scale with Programmatic Lead Gen
Is your lead gen strategy really working, or are your best prospects quietly slipping away?
Today’s B2B buyers are smarter, choosier, and wary of outdated, spammy marketing. They’re doing more research, involving more peers, and taking longer than ever to commit. If you’re still relying on old-school tactics, you’re invisible to the exact buyers you want most.
NetLine’s Josh Baez, Sr. Manager of Demand Generation, offered a no-nonsense session exploring exactly what’s going on with today’s B2B buyers—and what you need to do now to meet them exactly where (and when) they’re ready to engage.
This webinar detailed:
- Why Buyer Journeys Got So Complicated: Crack the code on the “Consumption – Gap” to stop losing buyers before they’re even in your funnel.
- How to Be Omnipresent (Without Being Creepy): Leverage programmatic lead gen to organically engage buyers exactly where they spend time.
- The Magic Combo of Quality and Scale: Say goodbye to trade-offs and hello to fully permissioned, high-quality leads at scale.
- An End to the Sales vs. Marketing Drama: Get proven strategies for smoother lead handoffs, shared accountability, and lightning-fast lead delivery.
How to Design Waitlist-Worthy Experiences
Get ready to pitch your tent and embark on a journey to creating unforgettable, waitlist-worthy events! Databricks’ Jess Hopp, SentinelOne’s Bethany Murphy and Goldcast’s Cindy Dubon provided a guide you through the process of designing experiences that will have your audience buzzing with excitement before they even hit the register button.
This interactive session equipped you with strategies to generate hype, keep attendees on the edge of their seats, and drive those coveted registrations.
Key Takeaways:
- Learn how to build excitement and hype for your event from day one.
- Get the inside scoop on creating waitlist-worthy experiences that drive registrations.
- Discover tips for keeping your audience engaged before, during, and after the event.
- Build your reputation as an event architect that gets people talking and attending.
Whether you’re a seasoned event marketer or just starting to plan your next big event, this session is where your event strategy goes from “meh” to “must-attend.”
AI Meets ABM: What’s Actually Working vs. What’s Hype
AI is everywhere in B2B marketing conversations, but when it comes to account-based marketing (ABM), what’s actually delivering results—and what’s just noise?
Join two Demandbase experts—SVP of Growth Marketing Alicia Hale, and, Senior Director of Global Field and Partner Marketing Jean Cameron— for a candid discussion on how AI is reshaping ABM in real, practical ways.
In under an hour, the webinar identify practical AI use cases for ABM, how to leverage AI to scale campaigns without losing authenticity or the human touch, and tips on aligning marketing and sales with AI to drive revenue outcomes faster
This session provided a clear roadmap for turning AI from buzzword into business advantage
Marketing’s Anatomy: How to Diagnose, Treat, and Save Your B2B Funnel
Some funnels thrive. Others show warning signs before they collapse. The marketers who win are the ones who spot the symptoms early and act fast.
We stepped into the marketing ER with NetLine’s Josh Baez to uncover the three conditions killing your pipeline—and how to treat them before your next deal slips away. We learned to diagnose issues, coordinate care, and make the “Grey” areas between healthy pipeline and flatline crystal clear.
These are the three cases you’ll treat:
- Brand Trust Breakdown: Prospects disengage early, misaligned outreach erodes confidence, and deals vanish.
- Buyer Recall Deficiency: You’re forgotten when it matters most, and competitors win by showing up first in trusted channels.
- Response Delay Syndrome: Hot leads cool fast, and while urgent intent spikes, slow follow-up kills the deal.
You’ll leave knowing how to catch trust erosion by matching outreach to buyer-declared needs, boost recall with targeted placements in high-trust channels and close the loop between buyer intent, GTM alignment, and revenue impact
Your Blueprint for B2B Growth in 2026: Spotlighting the B2BMX Sessions from Advertising Week New York
In 2025, B2BMX for the first time commandeered a full day of programming Advertising Week New York.
With B2B marketing teams stuck in a tactical cycle, fixing immediate problems without designing a framework for sustainable growth. It’s time to shift from plumber to architect. Demand Gen Report has provided on-demand access to four pivotal sessions featuring leaders from LinkedIn, IBM, JPMorgan Chase, Snowflake, and Bloomberg Media. They shared the new blueprint for B2B success, showing you how to build a strategic foundation that drives real revenue impact and prepares you for the challenges ahead, including:
Adopt a New Blueprint for Growth: Move beyond the standard playbook by uniting brand (to build trust), credibility (to drive influence), and creativity (to fuel impact).
Balance AI with the Human Element: Learn to harness the power of artificial intelligence as a strategic tool, not a crutch, without losing the essential human creativity that connects with buyers.
Leverage Growth Levers That Work Now: Uncover the specific strategies and technologies that are currently unlocking new avenues for growth, as shared by leaders from Snowflake and LG Ad Solutions.
Accelerate ROI with Trusted Video: Discover why 91% of global marketers believe video will accelerate ROI more than any other format and how to implement it effectively.
The old B2B playbook is obsolete. Stop patching leaks and start designing your future. Watch the on-demand replays now to get the blueprint for strategic growth.
The Death of the “Perfect Moment”: Winning Buyers Before the Buying Starts
For years, marketers have chased the “perfect moment” — that signal, that spike, that perfect time to act. But by the time those signals appear, buyers are already deep in someone else’s funnel.
As NetLine’s Baez detailed in this webinar, the “perfect moment” doesn’t exist anymore.
The systems built for precision and timing were made for a world that moved slower and behaved more predictably. Today, buyers learn in the wild—across trusted properties, on analyst sites, and through AI-driven discovery that’s messy, emotional, and human.
This session explored what it takes to win before the buying begins, explored how to design marketing that fits how people actually decide, connected lessons from behavioral science and good design to today’s realities of AI, attention, and trust; and make it practical with a clear framework for reaching buyers earlier, capturing verified insight, and staying present in every moment of the journey.
In 2026, the winners won’t be those waiting for the perfect moment to arrive. They’ll be the ones turning every moment into a perfect one.
