Key Takeaways
- The focus for the second week of B2BMX Summer Camp is on B2B buyers who lock their shortlists before sales ever enters the picture, so influencing preference early in the research process matters more than chasing lead volume.
- As AI takes over more marketing work, trust and human connection become your real competitive advantage, not automation speed alone.
Week 1 set the stage with AI and ABM. Week 2 of B2BMX Summer Camp gets into the mechanics of modern demand generation, specifically how to win buyers before they’ve even started talking to your sales team, and why the human element still matters most when AI is doing more of the work.
Here’s what’s on the agenda for today
NetLine’s Josh Baez on How to Influence B2B Buyers Before They Build Their Shortlist
Wednesday, July 22 | 12:00 PM ET | Presented by NetLine
Here’s the number that should be driving your demand gen strategy: 92% of B2B buyers build their vendor shortlists before they ever speak to sales.
By the time your SDR sends that first email, the decision may already be half-made. Josh Baez, Senior Manager of Demand Generation at NetLine, breaks down exactly how modern marketers can get into the conversation earlier, shape buyer preference before the shortlist is set and follow up with messaging that stays relevant through every stage of the research process.
This isn’t a session about lead volume. It’s about showing up in the right place, at the right time, with the right message.
What you’ll walk away with:
- A framework for influencing buyers before they reach sales
- Strategies for showing up where prospects actually do their research
- Follow-up messaging approaches that stay relevant throughout the buyer journey
Atlassian’s Ashley Faus on Keeping the Human at the Center of AI-Driven Marketing
Wednesday, July 22 | 2:00 PM ET | B2BMX Replay | Presented by Atlassian
The more AI automates, the more trust becomes your competitive advantage.
Ashley Faus, Head of Lifecycle Marketing at Atlassian and author of “Human-Centered Marketing: How to Connect with Audiences in the Age of AI,” makes a compelling case that the marketers who win are the ones who keep the human at the center of every interaction. This B2BMX Replay session delivers practical frameworks for building real loyalty, not just engagement metrics, through marketing that connects with the person behind the screen.
If your team is scaling content or automating sequences with AI, this session shows you how to do it without losing the relationship.
What you’ll walk away with:
- Frameworks for building trust and loyalty in AI-driven marketing environments
- Tactical examples from Atlassian’s real-world marketing programs
- A model for connecting human relevance with AI efficiency
Register for B2BMX Summer Camp 2026: All Sessions, Live and On-Demand
Week 2 is two sessions you don’t want to watch in isolation. They complement each other: one on getting in front of buyers early, one on keeping them engaged for the long haul.
Register once for all of B2BMX Summer Camp, plus a special discount code for the 2027 B2BMX event for those whose attend the webinars. Register now
