Close out B2BMX with a high-impact day of dynamic sessions and an exclusive second workshop experience packed with actionable insights for your marketing strategy.<\/p>\n
Ashley Faus, Head of Lifecycle Marketing, Atlassian, starts off the day with a keynote address focused on human-centered marketing in the age of artificial intelligence (AI).<\/p>\n
On Day 3, make sure to you connect with top solution partners and fellow marketers over lunch in the Marketplace, exploring new ideas and innovative tools to drive results. Hear from renowned B2B experts as they share strategies for navigating today\u2019s marketing shifts, from AI innovations to data-driven decision-making, arming you with the knowledge to elevate campaigns, accelerate pipeline growth, and stay ahead of emerging trends.<\/p>\n
The Day 3 agenda is as follows:<\/p>\n
In the age of AI, trust is the one thing you can’t outsource or automate. As we think about how to adapt the journey, workflows, and metrics in the age of AI, we need to remember that it’s still about connecting with the humans behind the screen. In this keynote, we’ll explore frameworks, tactics, and real-world examples to help build trust to win the hearts, minds, and wallets of our audience.<\/p>\n
Main Room, March 11, 09:30 AM – 10:15 AM<\/p>\n
March 10, 09:00 AM – 11:00 AM<\/p>\n
Marketplace, March 11, 10:15 AM – 11:00 AM<\/p>\n
Breakout 3: Luna 5-7 March 11, 11:00 AM – 11:30 AM<\/p>\n
By analyzing the performance and pipeline impact of over 150 Enterprise-grade ABM programs with a combined investment of more than $100M, we’ve identified a common framework of 10 pillars that span great ABM programs. In this session, we will overview the highlights of the findings and provide practical tactics that can be leveraged to improve attendance in ABM programs immediately.<\/p>\n
Breakout 2: Luna 4, March 11, 11:00 AM – 11:30 AM<\/p>\n
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. 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
Breakout 1: Luna 1-3, March 11, 11:00 AM – 11:30 AM<\/p>\n
Most B2B marketing is built for activity, not impact. Buying groups see more messages, more ads, and more events than ever, yet very little actually moves a deal forward. In this session, we\u2019ll break down how modern GTM teams design intentional moments across the full buying group, not just individual buyers. Drawing from real field marketing, ABM, and sales-led execution, we\u2019ll show how orchestrated moments, delivered at the right time with the right message, create momentum and translate into pipeline.<\/p>\n
B2B marketing is operating in the toughest climate it\u2019s seen in decades. SaaS has matured. Martech stacks are consolidating. Buyers are researching in the dark. By the time they talk to sales, 80% of the decision is already made. If you\u2019re not part of the conversation before the conversation\u2026you\u2019re not in the deal.<\/p>\n
In this session, Consensus Senior Director of Demand Generation Judy Kimball shares a modern operating model designed for today\u2019s anti-social buyer\u2014the one who avoids forms, ignores SDR outreach, and does their homework in private using search, communities, influencers, and increasingly, LLMs.<\/p>\n
Breakout 1: Luna 1-3, March 11, 11:45 AM – 12:15 PM<\/p>\n
Across hundreds of audited and actively managed B2B SaaS campaigns, spanning mid-market to enterprise and awareness through late-stage acceleration, we\u2019ve seen the same patterns quietly derail pipeline performance. In this session, we\u2019ll break down the seven most common media mistakes we\u2019ve observed repeatedly choke pipeline growth, from optimizing for the wrong signals and misaligning with sales motion to over-relying on single channels and failing to influence buying committees.<\/p>\n
Breakout 2: Luna 4 March 11, 11:45 AM – 12:15 PM<\/p>\n
As buying groups expand and scrutiny increases, marketers face a new challenge: it is no longer enough to generate demand. We must generate collective confidence. From LinkedIn\u2019s vantage point across millions of B2B interactions, a clear pattern has emerged. Deals stall not because interest is absent, but because buying groups struggle to align around a decision they feel safe defending. This session introduces Buyability: how easy you make it for a group to say yes without risking their credibility.<\/p>\n
Breakout 2: Luna 4 Wednesday, March 11, 12:30 PM – 01:00 PM<\/p>\n
If you had told us two years ago that half of our outbound new logo meetings would come from LinkedIn, we probably wouldn\u2019t have believed you. But that\u2019s exactly what happened when we built a social selling program that prioritized consistency, authenticity, and results over performance-driven posting. 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
Breakout 1: Luna 1-3, March 11: 12:30 PM – 01:00 PM<\/p>\n
Most buyers already struggle to find trustworthy vendor content, and half the content they consume never delivers actionable value. Meanwhile, LLMs are quietly becoming the front door to vendor discovery, and they have very different opinions about what’s relevant.<\/p>\n
In this session, we’ll break down what makes content “LLM-discoverable,” why well-structured content outranks polished marketing copy in LLMs, and what determines whether your brand gets surfaced or skipped, with moves you can make before your first cup of coffee next Monday.<\/p>\n
Terrace, March 11, 01:00 PM – 02:00 PM<\/p>\n
March 11, 02:00 PM – 02:30 PM, Breakout 1: Luna 1-3<\/p>\n
Community-led growth isn\u2019t a Slack channel or a sponsorship logo. It\u2019s a structured way to build proximity to your buyers and turn engagement into pipeline. In this session, Kathleen Booth shares tactical playbooks from Pavilion and Sequel, breaking down how to build, sponsor, or scale a community based on your budget, goals, and team capacity\u2014and how to operationalize it so it actually drives revenue.<\/p>\n
Breakout 2: Luna 4 March 11, 02:00 PM – 02:30 PM<\/p>\n
Creating a marketing plan that drives results and wins executive approval is both an art and a science. Many B2B marketers face the same roadblocks: vague frameworks, data overload, shrinking budgets, and the constant demand to \u201cdo more with less.\u201d In today\u2019s complex landscape, the real question is: how can you build a marketing plan that earns buy-in, secures budget, and delivers measurable impact? In this practical session, you\u2019ll get an inside look at the 3-Act Marketing Plan Framework \u2014 a proven structure to turn your ideas into a focused, executive-ready plan that\u2019s clear, concise, and actionable.<\/p>\n
Breakout 2: Luna 4, March 11, 02:45 PM – 03:15 PM<\/p>\n
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. 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\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
Close out B2BMX with a high-impact day of dynamic sessions and an exclusive second workshop experience packed with actionable insights for your marketing strategy. Ashley Faus, Head of Lifecycle Marketing, Atlassian, starts off the day with a keynote address focused on human-centered marketing in the age of artificial intelligence (AI). On Day 3, make sure […]<\/p>\n","protected":false},"author":90,"featured_media":52094,"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":[20470,20274,20475,20202,20373,20474,20473],"topic":[19125,19388,19126,19340,19128,19131,19132,19139],"class_list":["post-51995","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-ai-in-marketing","tag-ashley-faus","tag-b2b-innovation","tag-b2bmx-2026","tag-community-driven-marketing","tag-human-centered-marketing","tag-keynote-speakers","topic-abm-abx","topic-account-based-marketing","topic-b2b-advertising","topic-b2b-buyers","topic-content-strategy","topic-data-strategies","topic-demand-generation","topic-marketing-operations"],"acf":[],"yoast_head":"\n