{"id":51801,"date":"2026-02-26T12:00:00","date_gmt":"2026-02-26T17:00:00","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?p=51801"},"modified":"2026-02-22T12:55:43","modified_gmt":"2026-02-22T17:55:43","slug":"b2bmx-2026-tracks-crafting-stories-that-captivate-and-convert","status":"publish","type":"post","link":"https:\/\/www.demandgenreport.com\/blog\/b2bmx-2026-tracks-crafting-stories-that-captivate-and-convert\/51801\/","title":{"rendered":"B2BMX 2026 Tracks: Crafting Stories That Captivate and Convert"},"content":{"rendered":"<p>In a crowded digital landscape, creativity and authenticity are your greatest assets. The <strong>Content, Creative &amp; Storytelling<\/strong> track focuses on how brands are standing out through innovative ideas and compelling narratives. These sessions will teach you how to balance creativity with performance to connect with audiences across every channel.<\/p>\n<p>Explore the art and science of storytelling, from crafting engaging content strategies to leveraging data for personalized messaging. Learn how to create content that not only captures attention but also drives action. This track is your blueprint for building a content strategy that resonates.<\/p>\n<p>Whether you\u2019re a content creator, strategist, or marketer, this track will inspire you to think differently about storytelling. Walk away with actionable insights to elevate your content game and achieve your marketing goals.<\/p>\n<p>Following is a look at the <strong>Content, Creative &amp; Storytelling<\/strong> breakout sessions to help you customize your experience to master new tactics and solve your specific business challenges.<\/p>\n<h3><strong>Monday Session: <\/strong><\/h3>\n<h3><strong><em>Session Title: <\/em><\/strong><em>9 Brain Science Secrets that Drive B2B Behavior <\/em><\/h3>\n<p><strong>Speaker:<\/strong> <strong>Nancy Harhut<\/strong>, Chief Creative Officer, <a href=\"https:\/\/www.hbtmktg.com\/\">HBT Marketing<\/a>, 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.<\/p>\n<p><strong>Description:<\/strong> Every day behavioral scientists uncover new information that confirms people don\u2019t really think about what they do. Instead, they conserve mental energy and react automatically &#8212; relying on hard-wired decision defaults that influence everything from what they read \u2026 to whom they trust \u2026 to when they buy.<\/p>\n<p>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.<\/p>\n<p>In this example-jammed workshop you\u2019ll discover the 9 decision-making shortcuts all humans have, and how you can use them to make sure your marketing messages get results.<\/p>\n<p>Takeaways:<\/p>\n<ul>\n<li>Discover how to easily increase engagement and response to emails, ads, and webpages with messaging that triggers automatic, instinctive behavior \u2013 including one tactic that makes people four times more likely to buy right away<\/li>\n<li>Find out how your creative can strategically tap the mental shortcuts customers and prospects use to make their buying decisions &#8212; including the magic word that gets people to agree with you before they even finish reading what you wrote<\/li>\n<li>See numerous examples of in-market creative that demonstrate how to effectively add proven brain science principles to your campaigns to lift ROI &#8212; including one campaign that increased purchase intent by 13%<\/li>\n<\/ul>\n<h3><strong><em>Session Title:<\/em><\/strong><em> The Innovation Multiplier: 5 Lessons Every B2B Marketer Should Learn from the World\u2019s Fastest-Growing Tech Giants <\/em><\/h3>\n<p><strong>Speaker:<\/strong> <strong>Laura Nespoli,<\/strong> Executive Strategy Director, <a href=\"https:\/\/articlegroup.com\/\">Article Group<\/a>, 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\u2019s clients while also contributing to the growth of the business.<\/p>\n<p><strong>Description:<\/strong> In the last decade, every company has become a technology company. For today\u2019s B2B leader, this shift has brought a crushing new level of complexity\u2014disruptive technologies, shrinking budgets, and an urgent mandate to justify every investment.<\/p>\n<p>When the world is watching, the stakes of your next launch or major transition couldn\u2019t be higher. The traditional marketing map is gone; today, you must draw the map while you navigate the mission.<\/p>\n<p>The most successful innovators\u2014companies like Google, AWS, and Salesforce\u2014don\u2019t 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.<\/p>\n<p>This session offers a rare look at the upstream strategic mindsets and creative frameworks that helped these giants move from &#8220;amorphous ambition&#8221; to market-defining success.<\/p>\n<h3><strong><em>Session Title:<\/em><\/strong><em> Winning Strategic Accounts Through Optimized Pipeline Conversion<\/em><\/h3>\n<p><strong>Speaker:<\/strong> <strong>John Johansen<\/strong> is currently the Senior Director of Demand Generation at <a href=\"https:\/\/delinea.com\/\">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<p><strong>Chip Klang<\/strong> is the Co-Founder and CEO of <a href=\"https:\/\/www.lead2pipeline.com\/\">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<p><strong>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<p><strong>Description:<\/strong> For B2B marketers, strategic accounts aren\u2019t just strategic &#8211; they\u2019re 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\u2019s Co-Founder and CEO, Chip Klang.<\/p>\n<h3><strong><em>Session Title:<\/em><\/strong><em> Authentic Storytelling with AI: Balancing Efficiency and Creativity<\/em><\/h3>\n<p><strong>Speaker:<\/strong> <a href=\"https:\/\/www.linkedin.com\/in\/pamdidner\/\"><strong>Pam Didner,<\/strong><\/a> VP of Marketing, <a href=\"https:\/\/pamdidner.com\/\">Relentless Pursuit,<\/a> 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.<\/p>\n<p><strong>Description:<\/strong> In today\u2019s 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, \u201csoulless\u201d content that fails to resonate.<\/p>\n<p>This session will reveal how to blend AI capabilities with a human-centric touch to keep your storytelling both efficient and authentic. You\u2019ll learn the do\u2019s and don\u2019ts of using AI, what to pay attention to when balancing machine-driven insights with human creativity, and how to ensure your brand\u2019s voice remains strong and consistent in every campaign.<\/p>\n<p><em>Key Takeaways:<\/em> 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\u2019s &amp; Don\u2019ts: Practical guardrails for using AI in storytelling without losing authenticity<\/p>\n<h3><em><strong>Session Title:<\/strong> Marketing in the Shiny Object Era: Sharpen Our Stories to Overcome Buyer Status Quo<\/em><\/h3>\n<p><strong>Speaker: Jen Allen-Knuth<\/strong> is the founder of <a href=\"https:\/\/demandjen.com\/\">DemandJen<\/a>, where she helps Sales teams stop sounding like robots and start facilitating C-level conversations that move deals forward. After 18 years as a frontline seller at Corporate Executive Board and The Challenger Sale, Jen saw firsthand that the biggest threat to revenue wasn\u2019t the competition &#8211; it\u2019s buyer status quo. She went on to become the Chief Evangelist of Challenger and the Head of Community Growth for Lavender AI. Now she teaches reps how to un-stick stalled deals, create status-quo-busting outbound messages, and bring a frame breaking POV to discovery with CXOs. She\u2019s trained teams at IBM, GE, Bloomberg Industry Group, G2, Sprout Social, Square, Autodesk, and Juniper Networks and spends her free time rescuing dogs and being a stepmom to four kids.<\/p>\n<p><strong>Session: <\/strong>In a market flooded with solutions and AI-powered noise, a \u201cbetter way\u201d message is no longer enough to stand out.<\/p>\n<p>You\u2019ll learn how to defeat our toughest competitor: buyer status quo.<\/p>\n<p>Through practical examples and behavioral science, the session shows how to use stories to help buyers recognize and quantify the cost of staying the same.<\/p>\n<p>The workshop introduces a repeatable framework for:<\/p>\n<ul>\n<li>Reframing stories to spark perceptual curiosity rather than feature fatigue<\/li>\n<li>Using Cost of Inaction storytelling to help your market size the problem they\u2019re currently tolerating<\/li>\n<\/ul>\n<h3><strong><em>Session Title: <\/em><\/strong><em>How One CEO Generated 10,000,000 Organic LinkedIn Impressions in 12 Months \u2014 And the System Behind It<\/em><\/h3>\n<p><strong>Speaker: Devin Reed<\/strong>\u00a0is the former Head of Content at Gong and Clari, scaling Gong&#8217;s brand from $20M to $200M ARR. Today he runs <a href=\"https:\/\/www.thereeder.co\/\">The Reeder<\/a> 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 \u201cReed Between the Lines\u201d.<\/p>\n<p><strong>Description:<\/strong> 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 \u2014 and how marketers can apply it without burning out their execs. Most companies want their executives to \u201cshow up\u201d on LinkedIn. Very few know how to do it without wasting time, sounding generic, or burning out.<\/p>\n<p>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 \u2192 24,000 followers of CFOs and senior finance leaders\u2014 without ads, bots, engagement pods, or turning LinkedIn into a second full-time job.<\/p>\n<p>This isn\u2019t a talk about posting more. It\u2019s about building trust and mindshare at scale \u2014 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.<\/p>\n<h3><strong>TUESDAY SESSIONS<\/strong><\/h3>\n<h3><strong><em>Session Title:<\/em><\/strong><em> Marketing Fundamentals Under Pressure: Turning Content Into Pipeline in the Age of AI<\/em><\/h3>\n<p><strong>Speaker: Gillian Hinkle<\/strong> Senior Director Growth &amp; Digital Marketing, <a href=\"https:\/\/www.heroku.com\/\">Heroku<\/a>, and <strong>Hailey Ho<\/strong>, Senior Director of Content, <a href=\"https:\/\/wpvip.com\/\">WordPress VIP<\/a>.<\/p>\n<p><strong>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<p>In this session,\u00a0Gillian Hinkle, Senior Director Growth &amp; 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<p>You\u2019ll learn:<\/p>\n<ul>\n<li>How original, high quality content wins in the AI race<\/li>\n<li>How to leverage content as an appreciating asset<\/li>\n<li>How to build a flexible foundation to support and measure these efforts<\/li>\n<\/ul>\n<h3><strong><em>Session Title:<\/em><\/strong><em> How CallRail Achieved a 20% Increase in Conversions (in only 30 days!) by Refining Their Brand<\/em><\/h3>\n<p><strong>Speaker:<\/strong> <strong>Kate DiLeo<\/strong> is CEO of <a href=\"https:\/\/katedileo.com\/\">The Brand Trifecta<\/a>\u2013 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.<\/p>\n<p><strong>Description:<\/strong> What is the path of least resistance for differentiating yourself from the competition and crushing your goals? It&#8217;s simple: a brand that is strategically built to drive revenue. See first-hand how CallRail achieved a 20% increase in conversions &#8211; in only 30 days &#8211; 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 &#8220;sea of sameness&#8221;, bring more prospects to the table, and generate more customers who buy.<\/p>\n<h3><strong><em>Session Title:<\/em><\/strong><em> The Multiplier Effect: 5 New Innovations to Supercharge Your Webinars<\/em><\/h3>\n<p><strong>Speaker:<\/strong> As VP of Marketing and Chief Evangelist for <a href=\"https:\/\/www.on24.com\/\">ON24<\/a>, <strong>Mark Bornstein <\/strong>is the world\u2019s leading voice for webinar marketing &amp; digital engagement. He brings over 20 years of experience with leading technology brands and hosts one of the longest-running webinar series, the ON24 \u201cMarketing Best Practices Series\u201d and presents at marketing conferences around the globe.<\/p>\n<p><strong>Description:<\/strong> In marketing, everything is changing&#8230;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 &#8211; long after the live date is over.<\/p>\n<p>Additionally, 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 \u201ckey moments\u201d into new video content<\/p>\n<p>See how a webinar is no longer just a webinar, it\u2019s an entire campaign.<\/p>\n<h3><em><strong>Session Title:<\/strong> The Trust Advantage: Content Strategy at the Intersection of Innovation &amp; Expertise<\/em><\/h3>\n<p><strong>Speaker:<\/strong> <strong>Jane Qin Medeiros<\/strong> is General Manager of the Brand &amp; Content business unit within <a href=\"https:\/\/www.informatechtarget.com\/\">Informa TechTarget<\/a>. With a media portfolio of 221 publications serving an audience of over 50 million across multiple technology and industry markets, the Brand &amp; Content solutions unit serves audiences with the knowledge they need to drive business growth. The Brand &amp; Content group also houses Informa TechTarget\u2019s Content Studio for marketers, helping clients build brand, earn trust, and drive demand. Jane\u2019s a commercial leader and content marketing specialist, spending over a decade building studioID, Industry Dive\u2019s global content marketing group, from the ground up.<\/p>\n<p><strong>Description:<\/strong> In today&#8217;s challenging B2B marketing landscape, building trust has never been more critical\u2014or more difficult. Join Jane Qin Medeiros as she reveals how successful+_ marketers are navigating a world where 95% of your audience isn&#8217;t ready to buy, buyers form opinions before they ever contact you, and purchase decisions involve many stakeholders and influencers.<\/p>\n<p>This insightful session will explore:<\/p>\n<p><strong>The Trust Crisis:<\/strong>\u00a0Todays 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.<\/p>\n<p><strong>The Expert Advantage:<\/strong>\u00a0How partnering with trusted SMEs, media voices, and analysts creates a powerful network of authority that buyers trust<\/p>\n<p><strong>The Innovation Imperative:<\/strong> Strategies for creating connected content ecosystems that meet buyers at every stage of their nonlinear buying journey<\/p>\n<p>Discover practical frameworks and real life examples for developing content that resonates with today&#8217;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&#8217;t miss this opportunity to transform your content strategy in an era where trust is your ultimate competitive advantage.<\/p>\n<h3><strong><em>Session Title:<\/em><\/strong><em> Brand Jeopardy &#8211; The Day AI Went Primetime<\/em><\/h3>\n<p><strong>Speaker:<\/strong> <strong>Celia Aniskovich<\/strong> 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 &amp; 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.<\/p>\n<p><strong>David Reid<\/strong>, Vice President, Global Growth, <a href=\"https:\/\/transmissionagency.com\/\">Transmission<\/a>, 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.<\/p>\n<p><strong>Description:<\/strong> 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 &#8211; integrating entertainment into marketing strategy to connect with audiences, maintain relevance, and enhance experiences.<\/p>\n<p>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.<\/p>\n<h3><strong><em>Session Title:<\/em><\/strong><em> Stop Overproducing: How to Create B2B Video That Performs Without Big Budgets<\/em><\/h3>\n<p><strong>Speaker:<\/strong> <strong>Taylor Corrado<\/strong>, Senior Director of Brand Marketing, <a href=\"https:\/\/wistia.com\/\">Wistia<\/a> is a passionate B2B Senior Marketing Director with 15+ years 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.<\/p>\n<p><strong>Description:<\/strong> 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.<\/p>\n<p>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\u2019ll 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.<\/p>\n<p>Attendees will leave with practical frameworks, real examples, and a clear plan for creating effective B2B video without big budgets, crews, and production timelines.<\/p>\n<h3><strong><em>Session Title:<\/em><\/strong><em> From Pit Lane to Pipeline: Accelerating Business Growth with Cisco\u2019s Game-Changing Sponsorship Strategy<\/em><\/h3>\n<p><strong>Speaker:<\/strong> <strong>Bryan E. Jones<\/strong>, SVP, Global Revenue, Field &amp; Partner Marketing,\u00a0<a href=\"https:\/\/www.cisco.com\/\">Cisco<\/a>, 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.\u00a0 Throughout his career, Bryan strategic approach has consistently driven increases in share of wallet, acquisition of new customers, and improvements in close rates \u2013 ultimately enhancing customer retention and Net Promoter Scores.<\/p>\n<p><strong>Description:<\/strong> 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.<\/p>\n<p>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.<\/p>\n<p>Join us to explore how Cisco&#8217;s Marketing team crafted bespoke engagements that resonated with key decision makers, accelerated pipeline, and elevated product showcases through dynamic, real-world experiences.<\/p>\n<h3><strong>WEDNESDAY SESSION<\/strong><\/h3>\n<h3><strong><em>Session Title:<\/em><\/strong><em> Avoid the Costly Mistakes Today\u2019s Marketers Make with B2B Messages<\/em><\/h3>\n<p><strong>Speaker:<\/strong> <strong>Nancy Harhut,<\/strong> Chief Creative Officer, <a href=\"https:\/\/www.hbtmktg.com\/\">HBT Marketing<\/a>, 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.<\/p>\n<p><strong>Description:<\/strong> Sometimes it\u2019s not what you say but how you say it. \u00a0B2B marketers often learn this the hard way \u2026 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.<\/p>\n<p>In this short, example-stuffed session discover the 7 big messaging mistakes you likely make. As well as the quick fixes that\u2019ll increase your KPIs.<\/p>\n<p>You\u2019ll 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\u2019s brain and not against it.<\/p>\n<p>Takeaways:<\/p>\n<ul>\n<li>The easiest and most overlooked way to increase revenue (7x more effective says the B2B Institute)<\/li>\n<li>The misconception about your audience that costs you sales\u2014and makes you look LESS intelligent<\/li>\n<li>The simple way to rewrite a headline that\u2019s proven to boost engagement up to 140%<\/li>\n<\/ul>\n<h3><strong><em>Session Title:<\/em><\/strong><em> From Cringe to Credibility: How We Built a Social Selling Program That Actually Drives Revenue<\/em><\/h3>\n<p><strong>Speaker:<\/strong> <strong>Sarah Icely Hill<\/strong>, SVP, Growth <a href=\"https:\/\/brandactive.com\/\">BrandActive<\/a> didn\u2019t come up through a traditional growth path and that\u2019s 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.<\/p>\n<p>In March 2020, <strong>Darren McKee<\/strong>, Founder of <a href=\"https:\/\/darrenmckee.co\/\">Darren McKee Co<\/a>., had almost no presence on LinkedIn. A global pandemic changed the world, so he started writing\u2014and didn\u2019t 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.<\/p>\n<p><strong>Description:<\/strong> 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.<\/p>\n<p>You\u2019ll 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.<\/p>\n<p>No hacks, no influencer jargon, just a grounded, practical roadmap for building social credibility that converts.<\/p>\n<p>Learning objectives:<\/p>\n<ul>\n<li>Understand how to design a sustainable social selling program with shared accountability across teams<\/li>\n<li>Learn how to support contributors who aren\u2019t \u201cnatural\u201d content creators (and don\u2019t want to be)<\/li>\n<li>Get a look at the systems we built to reduce lift, create consistency, and track results<\/li>\n<li>Learn how to align personal and brand voice without sacrificing authenticity<\/li>\n<li>Leave with practical prompts, calendar tips, and social habits to try immediately<\/li>\n<\/ul>\n<p>With buyer behaviors changing and outbound strategies under pressure, showing up on platforms like LinkedIn isn\u2019t just optional, it\u2019s the new baseline. But it only works if the strategy is structured, the team is engaged, and the content is consistent. This isn\u2019t a story about influencers. It\u2019s a story about cross-functional professionals who found their voice, built credibility, and helped drive growth &#8211; one post, comment, and connection at a time.<\/p>\n<h3><strong><em>Session Title:<\/em><\/strong><em> The 2026 B2B Lead Gen Playbook: Scaling Paid Media in the Age of AI, Privacy, and Rising Costs<\/em><\/h3>\n<p><strong>Speaker:<\/strong> <strong>Kaushik Kumar<\/strong> 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 <a href=\"https:\/\/workleap.com\/\">Workleap<\/a>.<\/p>\n<p><strong>Description:<\/strong> Paid advertising and lead generation are getting more expensive, more competitive, and harder to scale\u2014 especially in B2B. Yet most teams are still fighting 2026\u2019s rising costs with a 2019 mindset.<\/p>\n<p>In this session, we&#8217;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\u2019ll learn why the strongest results no longer come from \u201chacking\u201d ad platforms, but from designing a system that captures in-market demand and turns it into predictable pipeline.<\/p>\n<p>We\u2019ll move past the lead-volume trap and focus on the frameworks that actually drive revenue \u2014 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.<\/p>\n<p>Attendees will learn how to:<\/p>\n<ul>\n<li>Make the Quality Pivot:\u00a0Scale B2B lead generation by prioritizing sales-ready demand and optimizing for pipeline value, not just CPL.<\/li>\n<li>Use Creative as Targeting:\u00a0Let ad creative filter for real buyers in a post-privacy world.<\/li>\n<li>Unlock Brand Efficiency:\u00a0Lower CAC by building familiarity and preference before prospects ever click a conversion ad.<\/li>\n<li>Beyond the Ad Manager:\u00a0Improve lead quality by optimizing landing pages, offers, and sales workflows.<\/li>\n<li>Design for 2026:\u00a0Build a modern paid growth engine that works with today\u2019s realities \u2014 not yesterday\u2019s playbook.<\/li>\n<\/ul>\n<h3><strong>Tracks<\/strong><\/h3>\n<p>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&#8217;s mandate. We have classified our sessions into seven distinct tracks to help you navigate the experience and find the exact solutions you need.<\/p>\n<p><strong>Artificial Intelligence (AI)<\/strong>. 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.<\/p>\n<p><strong>GTM Strategy &amp; Advanced ABM.<\/strong> 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.<\/p>\n<p><strong>Customer Experience &amp; Personalization.<\/strong> This track focuses on the &#8220;how&#8221;\u2014how 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.<\/p>\n<p><strong>Measurement &amp; Data.<\/strong> 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.<\/p>\n<p><strong>MarTech &amp; Integration.<\/strong> 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.<\/p>\n<p><strong>Leadership &amp; Culture.<\/strong> 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\u2019s next.<\/p>\n<h3><strong>Unparalleled Networking and Actionable Insights<\/strong><\/h3>\n<p>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.<\/p>\n<p>With an <strong>All-Access Pass<\/strong>, you aren&#8217;t just an attendee; you are part of the conversation. You will have access to:<\/p>\n<ul>\n<li><strong>4 Keynotes Featuring Industry Trailblazers:<\/strong> Start each day with high-level inspiration from visionaries redefining the industry.<\/li>\n<\/ul>\n<ul>\n<li><strong>50+ Breakout Sessions:<\/strong> Dive deep into critical topics with practical frameworks and real-world case studies.<\/li>\n<\/ul>\n<ul>\n<li><strong>Hands-On Workshops:<\/strong> engage in small-group skill-building sessions to master specific tactics in areas like RevOps and AI integration.<\/li>\n<\/ul>\n<ul>\n<li><strong>Full Marketplace Access:<\/strong> Explore the exhibition floor to discover the innovative tools and strategic partners that can accelerate your revenue engine.<\/li>\n<\/ul>\n<p>The networking receptions are designed to be fun and collaborative, allowing you to mix and mingle with hundreds of top-tier peers. These aren&#8217;t just business card exchanges; they are opportunities to find mentors, partners, and future collaborators who face the same challenges you do.<\/p>\n<h3><strong>Secure Your Spot Today<\/strong><\/h3>\n<p>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.<\/p>\n<p><a href=\"https:\/\/registration.b2bmarketing.exchange\/event\/West2026\/register?RefId=WSH1&amp;utm_campaign=2026&amp;utm_content=WSH1&amp;utm_medium=header_button&amp;utm_source=website&amp;rp=fbaa6044-2316-4910-9de4-c05c9837561a\"><strong>Registration is now open<\/strong><\/a><strong>.<\/strong> Join us in Carlsbad this March and get ready to transform your marketing strategy. <a href=\"https:\/\/registration.b2bmarketing.exchange\/event\/West2026\/register?RefId=WSH1&amp;utm_campaign=2026&amp;utm_content=WSH1&amp;utm_medium=header_button&amp;utm_source=website&amp;rp=fbaa6044-2316-4910-9de4-c05c9837561a\"><strong>Register for B2BMX 2026 Now<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a crowded digital landscape, creativity and authenticity are your greatest assets. The Content, Creative &amp; Storytelling track focuses on how brands are standing out through innovative ideas and compelling narratives. These sessions will teach you how to balance creativity with performance to connect with audiences across every channel. Explore the art and science of [&hellip;]<\/p>\n","protected":false},"author":90,"featured_media":51869,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[19179],"tags":[20428,20202,20364,20203,20406,20440,20444,20399,14885,20437,20404,20403,20442,20398,20450,20447,20393,20395,20438,20394,19390,20375,20449,20397,20445,20387,20427,18844,20376,20439,9918,16099,17002,20405,20396,20441,20446,20448,20443,14606,20323,20388],"topic":[19128],"class_list":["post-51801","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-article-group","tag-b2bmx-2026","tag-b2bmx-2026-agenda","tag-b2bmx-2026-tracks","tag-brandactive","tag-bryan-e-jones","tag-celia-aniskovich","tag-chip-klang","tag-cisco","tag-content-creative-storytelling-track","tag-darren-mckee","tag-darren-mckee-co","tag-david-reid","tag-delinea","tag-demandjen","tag-devin-reed","tag-gillian-hinkle","tag-hailey-ho","tag-hbt-marketing","tag-heroku","tag-informa-techtarget","tag-jane-qin-medeiros","tag-jen-allen-knuth","tag-john-johansen","tag-kate-dileo","tag-kaushik-kumar","tag-laura-nespoli","tag-lead2pipeline","tag-mark-bornstein","tag-nancy-harhut","tag-on24","tag-pam-didner","tag-relentless-pursuit","tag-sarah-icely-hill","tag-suzy-krohn","tag-taylor-corrado","tag-the-brand-trifecta","tag-the-reeder","tag-transmission","tag-wistia","tag-wordpress-vip","tag-workleap","topic-content-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>B2BMX 2026 Tracks: Crafting Stories That Captivate and Convert - Demand Gen Report<\/title>\n<meta name=\"description\" content=\"The Content, Creative &amp; 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