The B2BMX 2026 Sessions Agenda is Revealed

Get ready for a transformative experience with the B2BMX 2026 agenda, meticulously crafted to address the most critical challenges and opportunities in modern marketing.

This year’s program dives deep into cutting-edge topics, offering a forward-looking perspective on how to drive growth and prove impact. Prepare to explore the future of B2B through sessions focused on the practical application of artificial intelligence, advanced account-based marketing (ABM) strategies that break down silos, and content innovation designed to captivate audiences in a crowded digital landscape. The agenda is built to provide you with the frameworks and real-world examples needed to future-proof your revenue engine and stay ahead of the curve.

Navigate your learning journey with ease through seven distinct tracks tailored to every facet of the marketing organization. Whether your focus is on Artificial Intelligence, GTM Strategy,  ABM, Content, Creative & Storytelling, or Customer Experience & Personalization, you will find sessions packed with actionable insights. Additional tracks on Measurement & Data, MarTech & Integration, and Leadership & Culture provide a through view of the B2B landscape that marketers face today.

Following is a look at the 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: The Modern CMO’s Playbook: Bridging the Gap between CMO and Company

Speaker: Ricky Abbott serves as President for Transmission Agency. With over 20 years of consulting experience with companies of all sizes and industry verticals, Ricky is an authority on B2B marketing. Whether it’s brand, demand, sales enablement, or ABM, Ricky has helped clients transform their Sales and Marketing operations through pioneering, customer-first programs designed to drive growth.

May Petry is the Chief Marketing Officer at MongoDB, leading global marketing to drive revenue, expand market leadership, and position MongoDB as a leading unified database platform built to power the next generation of applications. Since joining in 2022, she’s significantly influenced customer engagement by scaling its self-serve business, establishing global revenue marketing, and strengthening execution across digital, product-led, and enterprise sales motions.

Description: This candid session from the world’s brightest CMOs and C-suite execs will discuss how today’s CMO’s adapt to business in the contemporary landscape. We’ll outline what the modern CMO needs to be in order to align to their business, share tried-and-true strategies, and unpack how both current and aspiring CMO’s can build and bolster their playbooks to maintain agility and adaptability.

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: AI, Trust, and Discoverability: What CMOs and GTM Teams Must Do Differently in 2026

Speaker: Victoria Albert serves as INFUSE’s Chief Marketing Officer (CMO), leading global marketing and go-to-market (GTM) initiatives with a focus on impact and growth. She is known for pioneering a discoverability-to-revenue discipline that connects buyer behavior, data, and execution to measurable growth. Victoria operates at the intersection of insight and action, translating research into strategy and strategy into results.

Description: Two forces are redefining modern B2B growth: the rise of AI-powered decision making and the increasing importance of discoverability as a direct path to revenue. Drawing on original research from more than 2,300 senior marketing and IT leaders, we will examine how AI is simultaneously accelerating insight and eroding buyer trust, and why confidence in data, content, and vendors is now an executive-level priority.

We will also explore how buyer behavior is shifting in an era of generative AI, AI-powered search, and dark funnel activity, where growth increasingly depends on being found first, not just being better. Expect practical guidance for CMOs and GTM teams navigating trust, visibility, and revenue in a rapidly changing market.

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 Means Business: How to Shape the Marketing Value Narrative, Win the Boardroom, Tame the Algorithm, and Own the Bottom Line

Speaker: Nadia Davis, VP of Marketing, Calibermind.

Description: We’re looking at more dashboards than ever, but don’t see eye to eye. We track more metrics than ever but disagree on what they mean. We want to be data-driven, but it takes weeks to get a half-baked answer. There’s no denying, we as marketeers have gotten really good at buying tools and collecting data. But much to our frustration, that data isn’t giving us the clarity, conviction, or credibility we hoped for. How is it that with so much data, we still find ourselves guessing?

Marketing is one of the most complex and dynamic functions in the business – and one of the least understood in the boardroom. When Sales is in the room reporting on the numbers, everyone listens. When Marketing speaks, we’re expected to justify our existence before we even get to results. This session is for those tired of defending their seat and ready to change the dynamic. We’ll unpack a three-part framework on how to transform Marketing from a reactive cost center into the brain behind the GTM operation built around hard-earned lessons from leading cross-functional teams, navigating AI chaos, and fighting through bad data and broken measurement models.

You’ll walk away with solid advice on:

• How to reshape Marketing value narrative and build internal credibility so that Marketing is seen as a driver of GTM, not just a service team
• How to pressure-test your reporting and why AI and automation won’t save you without a strong data foundation and a clear strategy (with tips on what to do about it).
• How to align your department with what the business actually cares about and connect marketing programs to pipeline and revenue in a way Sales, Finance, and the C-suite can get behind.

Session Title: The Meaningful AI Shift in Email Marketing

Speaker: Kyla Bobola is Director of Marketing at IRIS Software in the Americas, where she leads demand generation and ABM programs focused on pipeline growth and revenue impact. Kyla’s background spans ABM, sales enablement, customer marketing, and large-scale events, and she brings a pragmatic, operator’s perspective to modern marketing execution.

Brendan Farnand is the Co-Founder and Chief Evangelist at Knak, where he’s on a mission to revolutionize the way marketing teams create campaigns. A seasoned expert in demand generation, customer experience and all things MOps, Brendan is passionate about empowering marketers with no-code solutions that unleash creativity and speed up execution.

Description: As companies race to integrate AI into their marketing programs, many teams struggle to translate experimentation into measurable performance gains. This session examines the behavioral and operational shifts that emerge when AI is embedded into daily email marketing workflows, drawing on real-world experience from an active program. Attendees will learn where AI meaningfully changes how teams plan, execute, and decide – and how to harness those shifts to drive stronger results without compromising fundamentals.

Session Title: How to Minimize Risk & Avoid Getting Burned by Lead Gen Vendors

Speaker: Uky Chong is the Founder and CEO of ToXPAND, a B2B demand generation company built on transparency and accountability. He has scaled multiple companies to multi-million-dollar growth, led U.S. market expansions, raised $18.5M in venture funding, and supported a £25.5M MBO. At ToXPAND, Uky is redefining pipeline growth through first-party, AI-powered demand programs that deliver measurable results without black-box tactics.

Description: A practical, strategic playbook for reducing risk in your demand engine prioritizing data-driven strategy on how to evaluate, audit, and hold your lead generation partners accountable. You’ll learn the 10 questions that expose sourcing risks, compliance gaps, and black-box tactics—so your team can protect budget, pipeline, and brand reputation, by ensuring your team gets real visibility into whether your vendors are truly first-party, leveraging 3rd party networks, and compliant.

Session Title: Orchestrate Your ABM Around the Main Characters – Not the Extras

Speakers: Doug Madey is the Director of Communications at Influ2.

Ed VanderBush is the Senior Manager of Account Based Marketing at LiveRamp.

Description: Most GTM orchestration is built on account rollups. It looks clean in dashboards, but it breaks down in execution: you can’t see who showed interest or which topic drove it, so you don’t know what your next step should be. Join Influ2’s Doug Madey and Ed VanderBush from LiveRamp as they discuss how to build the perfect playbook.

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.

Session Title: Pipeline’s Getting Harder: Why Early-Stage Demand Needs a New Operating Model

Speaker: Josh Baez, Sr. Manager of Demand Generation at NetLine, is a B2B marketing leader with over 10 years of experience based in Seattle, Washington. He specializes in demand gen, ABM, and content strategy, helping brands transform real buyer insights into real pipeline growth. Josh is known for blending creativity with data-driven decisions, and he brings energy, strategic thinking, and a fresh perspective to everything he works on.

Description: Pipeline goals are rising, yet pipeline has become harder to sustain, harder to predict, and harder to influence once opportunities are live.

Here’s the reality: Buying teams are forming opinions and narrowing options earlier than most funnels account for. By the time an opportunity appears, buyers often already know which vendors feel credible (and which feel like an afterthought).

Baez breaks down why traditional funnel-based approaches struggle to explain today’s pipeline behavior, and why early-stage demand now requires a different operating model altogether.

In this session, you’ll learn:

• Why pipeline is harder to sustain and predict (even when opportunity volume looks healthy)
• Where demand actually begins today and how early buyer decisions shape pipeline outcomes
• How leading demand teams are shifting investment upstream toward consistent, programmatic presence in trusted environments
• What early-stage influence looks like once pipeline forms, including cleaner opportunity creation and faster early conversations
• How to connect early engagement to real people inside target accounts, before opportunities exist

This session makes the case for a new demand operating model—one designed to support how buying actually happens today and how pipeline must be built tomorrow.

Session Title: Turning Rich Customer Feedback into Revenue

Speaker: Dani Talbot is the head of marketing at Clozd, the leading provider of win-loss analysis, which helps organizations like Google, Zoom, and Cisco to consistently uncover the real reasons they win and lose business. Prior to Clozd, Dani led enterprise marketing teams at Qualtrics and Concur. As a career-long marketer, Dani is passionate about driving organizational growth, fostering a customer-centric approach, creating brand differentiation, and leading high-performing teams.

Description: Revenue performance often looks stable … until it isn’t. In this session, we’ll draw on lessons from Apollo 13 to show how traditional revenue systems too often surface signals, not root causes. CMOs will learn how customer feedback adds the missing context behind buyer decisions—and how listening early turns insights into a competitive advantage that drives smarter decisions and sustainable growth.

Session Title: The Future-Proof Stack: Navigating Limited Resources, Connected Systems, and AI-Powered Growth

Speaker: Nikki Molina, Director of Demand Generation at Pax8, and Hans Fischmann, VP Product at AdRoll.

Description: As budgets tighten and teams stay lean, disconnected tools and manual workflows are no longer sustainable. Sit down with Nikki Molina, Director of Demand Generation at Pax8, and Hans Fischmann, VP Product at AdRoll, to explore how connected marketing systems help teams streamline operations, unlock better data, and drive measurable impact today, while laying the foundation for what’s next.

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: Stop Planning Plays. Start Reading the Field: A New Model for ABM Success

Speaker: Matt Hummel serves as the Chief Marketing Officer at Pipeline360, where he leads the development and execution of strategic marketing initiatives to enhance the customer experience, accelerate growth, foster cultural evolution, and deliver on the company vision. Drawing from his extensive experience as a multi-time customer of Pipeline360, Matt brings a unique perspective and a deep passion for delivering exceptional business and customer value.

Description: Most ABM programs fail not from bad targeting, but from over-planning. In this session, I will introduce a new, buyer-centric model for ABM that prioritizes real-time insight over rigid workflows. Learn how to diagnose mid-funnel friction, enable champions, and create deal momentum by “reading the field” instead of running campaigns on autopilot.

Session Title: The Death of the MQL: How AI Agents are Rewriting Lead Qualification

Speaker: Arjun Pillai is a three-time founder and operator at the intersection of data, sales, and go-to-market strategy. With two successful exits—including Insent.ai’s acquisition by ZoomInfo—he now leads Docket, an AI company backed by a $25M. Formerly ZoomInfo’s Chief Data Officer and EVP of Product, Arjun brings a builder’s perspective shaped by early failures, large-scale data systems, and category creation.

Description: The MQL isn’t dead—it just doesn’t work anymore.

Traditional MQL systems were built for speed: capture contact information as quickly as possible, minimize friction, move on. But here’s what changed: the depth of knowledge a prospect has before reaching your site is dramatically different than it was five years ago. Today’s buyers arrive more informed, higher intent, and expecting ChatGPT-level interactions—not forms. Meanwhile, you’re still optimizing for a 1-1.5% form fill rate while 5-6% of your visitors are actively in buying mode. That’s not a conversion problem. That’s a qualification problem.

In this session, Arjun Pillai, Co-Founder & CEO of Docket, will walk you through how AI agents are replacing MQLs with Agent-Qualified Leads (AQLs)—prospects who’ve had meaningful conversations with AI agents, self-qualified themselves, and are ready for deep engagement from the first sales call.

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: How To NOT Use AI in Your 2026 B2B Marketing Plans

Speaker: A strategic GTM executive and 20-year veteran in the demand gen space, DemandView CEO and Co-Founder Chris Rack has participated directly in the 10x+ growth of four different early stage businesses as an individual contributor, middle manager and executive leader (the largest being $6m to $140m) Chris’ selling and leadership methodologies are built on a strong foundation of process building, execution, and building and nourishing winning cultures footed in accountability – while still remembering to #behuman.

Description: By 2026, “AI-powered” is no longer a differentiator—it’s the baseline. As every GTM team deploys autonomous agents and generative engines, we’ve entered the era of the “Infinite Content Graveyard,” where every whitepaper sounds the same and every LinkedIn outreach feels like a robot talking to a robot.

In this session, we’re doing a 180-degree turn. We won’t talk about how to prompt better; we’ll talk about where to unplug.

We will explore the three biggest AI traps currently killing B2B marketing:

• The AI SDR trap – The key to personalization is being PERSONAL. Why personalization at scale is bullshit (even with AI) and you should stay away. The reality, AI SDR’s are glorified spam engines.
• The “Intent Trap – AI has spawned an entire new generation of “intent”. This new generation is calling itself “Signal based marketing”, and its not a lot different than it was 15 years ago, just has a fancy new AI wrapper.
• The Strategy Trap – Great marketing (and sales) comes from the gut. It has a feel, it knows when to bet big, it knows when to back off.  Don’t trade your instincts and common sense in for AI data analysis/paralysis.

Attendees will walk away with a “Stop Doing” list for AI implementation in 2026 and a few examples of “high human” touchpoints and ideas to explore in 2026. Let’s do this!

Session Title: Scaling Account-Based Marketing for Growth: Deloitte’s Intent-Driven Approach

Speaker: Joey D’Agostino is Vice President at Intentsify, where he helps B2B marketers turn buyer intent and data-driven insights into measurable pipeline and revenue impact. With a focus on modern demand strategy and go-to-market alignment, Joey works closely with marketing leaders to drive smarter engagement across the buyer journey.

Allan Kirkpatrick is the national leader of Deloitte Canada’s Account-Based Marketing (ABM) program, leading a team that delivers targeted, insight-driven campaigns designed to deepen executive relationships and drive measurable account-level growth. Through disciplined go-to-market strategy and storytelling, he helps translate complex capabilities into market-relevant narratives that improve ROI, pipeline quality, and long-term client relationships.

Description: In this Q&A session, Allan Kirkpatrick, Account-Based Marketing Lead for Deloitte Canada, joins Intentsify to discuss how his team has scaled account-based marketing using intent data to drive measurable business impact. The discussion examines how intent data has credentialized internal capabilities, helps align sales and marketing, secured executive buy-in, and enabled deeper personalization across account-based go-to-market strategies. From always-on ABM programs to targeted deal support, Allan shares how Deloitte has operationalized ABM at scale and is delivering measurable contributions to profitable growth.

Session Title: Accelerate Complex Deals with Contact-Level Marketing

Speaker: Sumner Vanderhoof is the CEO and Co-Founder of Propensity, the only marketing platform that delivers true contact-level attribution. With over 15 years of experience leading growth across Fortune 500 companies and startups, Sumner brings deep expertise in technology and Rev Ops. His strategic leadership has been instrumental to Propensity’s momentum and success, driving innovation, customer adoption, and measurable results in a competitive ABM landscape.

Description: Complex B2B buying journeys with sales cycles longer than three months are increasingly difficult to track using anonymous and account-level data alone.

In this session, Sumner will share how growth teams are using contact-level marketing to accelerate pipeline by connecting ABM, contextual, and geofencing campaigns with website de-anonymization and data enrichment.

You’ll learn how growth teams:

• Reach buyers earlier across complex buying journeys
• Identify the individuals engaging with ads and visiting your website
• Turn fragmented engagement into clear, actionable buying signals
• Support complex sales motions with high-intent contacts, not just account activity

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.

In this session, 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: How Dell Broke into New Markets and Achieved 38% SRL Conversion

Speaker: Chris Rooke, CEO, Activate, and Aaron Welker, Global Digital Demand Generation, Dell Technologies.

Description: Working from anywhere with AI-powered capabilities is the new paradigm, and engaging today’s complex IT buying groups requires a new playbook.

As a leader shaping the future of work, Dell Technologies set out to engage IT decision makers, influencers, and buying groups to capitalize on a technological ecosystem that enhances productivity, collaboration, and security.

By partnering with Activate, Dell launched a highly efficient, specialized demand gen campaign that drove an unprecedented 38% SRL conversion, while dramatically minimizing lead rejections.

This interactive two-touch campaign combined digital engagement with tele-qualification to:

• Identify key challenge area and top-of-mind topics
• Align practical content to each buying group persona
• Quality-assure only the highest-quality leads surfaced to Dell, and
• Provide a clear, easy path for Dell’s team to follow-up and convert

Discover the exact strategy and mechanics Dell achieved with Activate to create significantly above-average, sales-ready conversion.

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 of 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: Stop Scaling. Start Stacking.

Speaker: As the marketing leader for multiple boutique and bootstrapped businesses, Founder & CEO Scrappy ABM, Mason Cosby saw firsthand that shiny ABM programs packed with expensive tech tools don’t guarantee success—but a scrappy, strategic approach does. In the past three years alone, Mason’s Scrappy ABM framework has sourced over $25 million in revenue and delivered 16x ROI for teams big and small.

Description: Creating an early ABM program often feels overwhelming. The expectations can be daunting: Instant results, sales teams pushing for early engagement, scrutiny from executives, a sprawling tech stack, and your regular workload piling up. It’s a lot to manage.

These pressures often stem from the drive to scale quickly, but why rush to expand something untested? Instead of aiming for a large-scale, “scalable” ABM program right away, what if we started smaller and smarter?

Begin by mapping the interactions that lead your buyers to make decisions. From there, outline how you can guide target accounts from awareness to acquisition, based on these proven interactions. This allows you to stack the odds in your favor—building up a strong foundation of buyer signals—before involving the sales team.

This method, known as Signal Stacking, offers a more intuitive approach to building ABM programs in 2025. By focusing on signals, you can craft a program that not only works but lasts.

In this session, Mason Cosby will walk you through identifying key signals, creating an account progression model, and launching an effective ABM strategy—all in just 60 days.

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: Building an Actionable Marketing Plan Executives Actually Approve 

Speaker: Pam Ddner is a seasoned B2B Consultant, Speaker, Fractional CMO, Author, and Podcaster. She excels in fostering strong partnerships with sales teams to showcase the revenue-generating potential of marketing efforts. Pam works closely with both sales and marketing teams to develop cohesive plans that align with overall business goals.

Description: Creating a marketing plan that drives results and wins executive approval is both an art and a science. Many B2B marketers face the same roadblocks: vague frameworks, data overload, shrinking budgets, and the constant demand to “do more with less.”

In today’s complex landscape, the real question is: how can you build a marketing plan that earns buy-in, secures budget, and delivers measurable impact?

In this practical session, you’ll get an inside look at the 3-Act Marketing Plan Framework — a proven structure to turn your ideas into a focused, executive-ready plan that’s clear, concise, and actionable.

Key Takeaways:

• Understand the structure and flow of the 3-Act Marketing Plan Framework and how to use it for faster, smarter planning.
• Discover how AI prompts can accelerate your marketing research, planning, messaging, and presentation.
• Learn how to put your plan together.

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.

Content, Creative & Storytelling. In a crowded digital world, how do you stand out? Discover how to build a content strategy that balances creativity with performance, ensuring your brand’s voice connects with audiences across every channel.

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