{"id":51738,"date":"2026-02-18T12:00:49","date_gmt":"2026-02-18T17:00:49","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?p=51738"},"modified":"2026-02-12T14:03:58","modified_gmt":"2026-02-12T19:03:58","slug":"the-b2bmx-2026-tracks-proving-impact-through-smarter-measurement","status":"publish","type":"post","link":"https:\/\/www.demandgenreport.com\/blog\/the-b2bmx-2026-tracks-proving-impact-through-smarter-measurement\/51738\/","title":{"rendered":"The B2BMX 2026 Tracks: Proving Impact Through Smarter Measurement"},"content":{"rendered":"

In the age of data-driven marketing, measurement is everything. The Measurement & Data track<\/a> at B2BMX 2026<\/a>, powered by Advertising Week<\/a>, 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.<\/p>\n

Explore how to use data to uncover insights, optimize campaigns, and demonstrate ROI. Learn from experts who are pushing the boundaries of what\u2019s possible with data-driven marketing. This track is your roadmap to making data work for you.<\/p>\n

Whether you\u2019re 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.<\/p>\n

Following is a look at the over breakout sessions for the Measurement & Data track<\/p>\n

Monday Session: <\/strong><\/h3>\n

Session Title:<\/em><\/strong> Winning Strategic Accounts Through Optimized Pipeline Conversion<\/em><\/h3>\n

Speaker:<\/strong> John Johansen<\/strong> is currently the Senior Director of Demand Generation at Delinea<\/a>. 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.<\/p>\n

Chip Klang<\/strong> is the Co-Founder and CEO of Lead2Pipeline<\/a>, which helps the world\u2019s most innovative B2B technology companies accelerate pipeline growth by connecting them with verified, in-market buyers\u2014at scale and with full compliance. With more than 20 years in B2B demand generation, he\u2019s built and led revenue-driving programs across the industry, including senior roles at QuinStreet, NetLine, and TechTarget.<\/p>\n

Suzy Krohn<\/strong> 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\u2019s planned and executed complex multimillion-dollar marketing campaigns on budget, delivering campaign targets and positive ROI. Suzy\u2019s developed several A\/B testing and benchmark frameworks that were implemented by cross-functional teams to drive efficiencies and improve reporting.<\/p>\n

Description:<\/strong> For B2B marketers, strategic accounts aren\u2019t just strategic\u2014 they\u2019re 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\u2019s Co-Founder and CEO, Chip Klang.<\/p>\n

Session Title:<\/em><\/strong> How to Minimize Risk & Avoid Getting Burned by Lead Gen Vendors<\/em><\/h3>\n

Speaker:<\/strong> Uky Chong<\/strong> is the Founder and CEO of ToXPAND<\/a>, 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 \u00a325.5M MBO. At ToXPAND, Uky is redefining pipeline growth through first-party, AI-powered demand programs that deliver measurable results without black-box tactics.<\/p>\n

Description:<\/strong> 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\u2019ll learn the 10 questions that expose sourcing risks, compliance gaps, and black-box tactics\u2014so 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.<\/p>\n

TUESDAY SESSIONS<\/strong><\/h3>\n

Session Title:<\/em><\/strong> Marketing Fundamentals Under Pressure: Turning Content Into Pipeline in the Age of AI<\/em><\/h3>\n

Speaker: Gillian Hinkle<\/strong> Senior Director Growth & Digital Marketing, Heroku<\/a>, and Hailey Ho<\/strong>, Senior Director of Content, WordPress VIP<\/a>.<\/p>\n

Description:<\/strong> 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.<\/p>\n

In this session,\u00a0Gillian Hinkle, Senior Director Growth & Digital Marketing at\u00a0Heroku\u00a0and\u00a0Hailey Ho, Senior Director of Content at\u00a0WordPress VIP, will explore why content and modern content experiences are central to today\u2019s revenue-driven marketing fundamentals, especially in the age of AI. We\u2019ll unpack how leading teams are using content not just to fuel awareness, but to influence pipeline, accelerate deals, and support long-term growth.<\/p>\n

You\u2019ll learn:<\/p>\n