“What did you learn at camp this year?”
When we were kids, that would be the first question from our parents when we got picked up or came home from camp. And know we do it as adults.
Looking back on our B2BMX 2025 Summer Camp, these are takeaways from five of the webinars that attendees will be using to ramp up their strategies through the remainder of the year.
Team Alignment is Key
NetLine’s Josh Baez shared in his Survivor-themed webinar the critical skills top GTM teams are using that are rooted in real buyer signals, context-rich handoffs, and campaigns built for speed and substance.
In his experience, most campaigns don’t fail because of bad content, Baez said they fail because they are chasing the wrong signals.
“Teams that nurture leads until they’re ready to actually buy, they are playing the long game,” said Baez. “To get you to the final tribe, this game doesn’t reward the loudest campaigns— it rewards the smartest.”
The webinar provided five key steps for GTM alliance: align on qualification criteria, routing rules, agreed to cadence on follow-up, make signals actionable and orchestrating next-steps together. “The best teams aren’t winning just because of their budgets, they win because they’re doing the work to define who and what matters,” Baez said.
The Framework for LinkedIn Success
AMP‘s Morgan J. Ingram, a 4X LinkedIn Top Voice, explained how expert-driven content on the social media platform can pack pipeline and spark real business growth. Rather than offering another generic “how to post on LinkedIn” session, Ingram presented a strategic blueprint for transforming content creation from a marketing afterthought into a revenue-driving machine.
Ingram detailed how he drives impact based on the 5C’s—Clarity, Connect, Conversation, Comment, and Content. “Think of this framework as the architectural blueprint for LinkedIn influence—without it, you’re building on unstable ground,” he said.
The content component is focused on innovating ways to generate pipeline, turning content to pipeline and leveraging LinkedIn as a revenue engine.
“If you were looking to create today, you need to have a hook,” Ingram said. “If you’re saying something that isn’t compelling, that gets someone to stop the scroll…..that’s why you’re not getting the views.”
Webinars As a Content Engine and Revisit When They Air
Drew Brucker of Goldcast and Alex Bleeker of AI Marketing Alliance broke down the lessons learned from Goldcast’s 2025 B2B Webinar Benchmark Report. After analyzing over 19,000 webinars, two of the takeaways were the ability to repurpose a webinar in other mediums and two days most are not using in order have them stand out.
Brucker stated B2B companies are connecting with their audiences and really viewing webinars as just a piece of the puzzle in the grander marketing strategy as webinars grew by 225% year over year. To extend the life and value of a webinar, marketers are repurposing them as video clips, text for blog posts and e-mail copy.
“Repurpose everything that we have, make that a part of the plan and the process before you even start planning the event itself,” said Brucker.
Bleeker revealed that the study challenged preconceived notions about webinar scheduling. While most are schedule in the middle of the week, starting and ending the week with a webinar shows promise.
“Mondays have the highest attendance rates and surprisingly Fridays we’re not doing too bad either,” said Alex. “Mondays you do have less competition. Fridays people are taking it easier so they do have more time to actually attend your webinar….maybe it’s nice to have one on in the background while you’re planning your schedule.”
Message Authenticity in the Age of AI
In Content That’s Lit: Stoking the Fire of Thought Leadership, Emerald Studio storytellers Alexis Carroll Cline and Kate Walker were joined by B2B marketing leader Nancie Jung in a panel discussion about thought leadership content that lays the groundwork for future success.
All three agreed that if you want to capture attention of the attended audience, real information and insight is important. “Getting thought leadership material right is making sure that that content is going to resonate as deeply as humanly possible into the audience who’s interested in,” said Carroll Cline.
In age of artificial intelligence (AI) generated content, Jung noted authenticity is key in creating content that the audience perceive as being valuable or needed. “I think that those are just crucial pieces that AI can not substitute for,” she said.
Both agreed that AI is a great tool to be used but that it can be relied on solely for content creation. “It’s very difficult for me to be OK with what AI content looks like when it’s fresh out-of-the-box,” said Carroll Cline. “I think that without a human adjusting and developing that content, it is really not going to be valuable.”
Jung added, “I can always tell when companies just take AI generated content—they have dashes and dashes, you see the emoticons being utilized, it those one or two words that are just off.”
A Good “B” Story Will Better Promote Your “A” Story
In this airing of her presentation at B2BMX West earlier this year, Axon’s Abigail Stock detailed how to build trust by telling real, human stories—in their case, those of the people who use their products to protect and serve.
Stock noted in a high-stakes industry like public safety, credibility is everything for a company. In order to build trust for an industry that has passionate views on both sides of the issue, it is really important to hit emotional tones to dig deeper into the story that introduces the product.
“Teams that really dig into the ‘B’ story that’s where you want to land with brand storytelling,” said Stock. “As content creators, I have to get those specs in there and I have to make sure somebody wants go to the website and fill out my form because I got to get the lead. There’s a time and a place for that but most importantly we got to get ourselves out of our own way to really tell stories.”
Tasked with showcasing tasers, the Axon’s marketing team objective was to start with heart because that’s what they need to do to pave the way to win over such diverse groups as city councils and community activists.
“So for us it’s really important to hit that emotional tone to dig deeper into the B story,” said Stock. “Trust is what matters.”
The full B2BMX 2025 Summer Camp webinar series is now available for on-demand viewing. Click here to gain access to the webinars.
