In the age of data-driven marketing, measurement is everything. The Measurement & Data track at B2BMX 2026, powered by Advertising Week, focuses on how marketers are proving impact and guiding smarter decisions through better measurement. These sessions will provide you with the tools and techniques to build better data foundations and improve attribution.
Explore how to use data to uncover insights, optimize campaigns, and demonstrate ROI. Learn from experts who are pushing the boundaries of what’s possible with data-driven marketing. This track is your roadmap to making data work for you.
Whether you’re looking to refine your measurement strategy or start from scratch, this track will equip you with the knowledge and tools to succeed. Walk away with actionable insights to grow your business through smarter measurement.
Following is a look at the over breakout sessions for the Measurement & Data track
Monday Session:
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 five 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: 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.
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: 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: 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.
WEDNESDAY SESSION
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. Here are the six other 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.
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.
- 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.
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
