The second day of B2BMX starts with a leader from one of the leading artificiual intelligence companies in the world: Dane Vahey, Head of B2B Marketing, OpenAI.<\/p>\n
After the timely keynote, immerse yourself in a full day of dynamic breakout sessions, and collaborative roundtables designed to accelerate your growth. Explore the Marketplace throughout the day, take lunch on the show floor as an opportunity to meet top solution providers and exchange ideas with fellow marketing leaders.<\/p>\n
With deep-dive tracks in demand generation, ABM, sales impact, content strategy, and go-to-market excellence, Tuesday is all about sharpening your playbook with actionable, hands-on insights. Be sure to stay for networking drinks in the Marketplace and a special keynote experience you won\u2019t want to miss.<\/p>\n
We are entering a moment where motivated, curious people can build things that once felt impossible. In this talk why daily AI use beats theoretical value, and how B2B marketers should rethink their role as builders, not just operators. We will look at how broadening your skill set across research, analysis, automation, and creation changes what a single person or team can accomplish. Throughout the talk, you\u2019ll see live demos and real data that make it feel practical, achievable, and (hopefully) pretty fun.<\/p>\n
Main Room, March 10, 09:30 AM – 10:15 AM<\/p>\n
March 10, 09:00 AM – 06:00 PM<\/p>\n
Marketplace, March 10, 10:15 AM – 11:00 AM<\/p>\n
Las Palmas, March 10, 11:00 AM – 12:30 PM<\/p>\n
B2B buyers don\u2019t move the way our funnels say they do \u2014 and the disconnect between marketing-signals and sales-action keeps growing. In this workshop, we\u2019ll break down today\u2019s B2B buyer reality based on our latest market research, and work through how to operationalize it inside your own revenue processes. You\u2019ll learn how to align on shared definitions, use engagement scoring more effectively, build stronger SDR partnerships, and turn contact-level signals into meaningful lead alerts.<\/p>\n
Breakout 2: Luna 4, March 10, 11:00 AM – 11:30 AM<\/p>\n
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. 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
Breakout 1: Luna 1-3, March 10, 11:00 AM – 11:30 AM<\/em><\/p>\n Join Michael Latchford, SVP of Partner Marketing & Global Solutions at Pipeline360, in conversation with Melissa Ross, Principal of Partner Marketing at PagerDuty, Jeff Kahn, Director of Global Partner Marketing at Confluent, and Ann Marie Woodburn, Vice President of Marketing at MontyCloud, as they explore the art and science behind partner-driven demand. The discussion will highlight how modern teams design ecosystem programs that generate real demand, navigate attribution in an AI-driven marketing world, and collaborate across marketing, sales, and operations to turn partnerships into measurable pipeline.<\/p>\n Breakout 3: Luna 5-7, March 10, 11:00 AM – 11:30 AM<\/p>\n Arjun Pillai, Co-Founder & CEO of Docket, will walk you through how AI agents are replacing MQLs with Agent-Qualified Leads (AQLs)\u2014prospects who’ve had meaningful conversations with AI agents, self-qualified themselves, and are ready for deep engagement from the first sales call.<\/p>\n Breakout 2: Luna 4, March 10, 11:45 AM – 12:15 PM<\/p>\n You’re losing winnable deals to indecision, and the sales pressure your team applies to fix it is actually making buyers retreat faster. In this session, Leslie Venetz will give you a 4-question diagnostic framework that reveals whether urgency exists in your deal, so you can stop guessing and start closing.<\/p>\n Breakout 3: Luna 5-7, March 10, 11:45 AM – 12:15 PM<\/p>\n B2B buying behavior is changing every day, but too many demand gen programs still rely on the same old playbook. In this session, Anthony Gil at NetApp shares how his team is reimagining demand gen around the realities of the modern buying journey: fragmented attention, AI-led research, greater expectations for thought leadership, increased reliance on trusted experts, and a preference for short-form and curated content that help buyers learn quickly.<\/p>\n\n
Session: The Death of the MQL: How AI Agents are Rewriting Lead Qualification<\/strong><\/h3>\n
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Session: No More Maybes: Stop Losing Deals to No Decision<\/strong><\/h3>\n
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Session: Reimagining Demand Gen Around Trust, Experts, and Curated Experiences<\/strong><\/h3>\n
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Session: Turning Buying Signals into Predictable Pipeline with AI<\/strong><\/h3>\n
Breakout 1: Luna 1-3, March 10: 11:45 AM – 12:15 PM<\/span><\/h3>\n<\/div>\n