Nestled in the heart of sunny Scottsdale, the 2025 B2B Marketing Exchange West event brought together industry leaders, marketers, and innovators for an unforgettable experience. With perfect weather and a lineup of insightful sessions, the event was nothing short of spectacular. From deep dives into AI, ABM, personalization, content and more, every day was packed with valuable takeaways.
All Things AI:
Artificial Intelligence (AI) emerged as a central theme at B2BMX, with many sessions discussing the integration of AI for various tasks, including predictive analytics, sales training, and task management. Marketers were encouraged to use AI to enhance efficiency while maintaining strategic human oversight.
Keynote speaker Phyllis Davidson, VP, Principal Analyst at Forrester, stated she has seen marketers amplify the value of content and enable personalization at scale using AI. Her sentiments echoed other speakers, who revealed AI has become a vehicle to ramp up content creation with low budgets and bandwidth. Read more about the #B2BMX West Keynote sessions here.
Roderick Jefferson also highlighted many use cases of AI during his keynote but emphasized the critical need to add a human touch. “AI will give you content, but you still need the human touch for context,” said Jefferson. “We may get to that point, but right now, we’re still a requirement to be a part of that circle.”
Jefferson also shared five ways AI can drive sales efficiency and productivity:
- Streamlined lead scoring.
- Automated task management.
- Real-time analytics.
- Personalized sales coaching.
- Efficient sales processes.
A Shift To Contact-Level Targeting & Personalization:
The conference highlighted a move beyond traditional Account-Based Marketing (ABM) to more precise contact-level targeting. This approach addresses the complexities of modern buying environments by focusing on individual decision-makers within organizations.
Sessions emphasized the importance of personalized content and innovative engagement strategies. Various case studies showcased how orgs are modernizing customer interactions through personalized digital strategies, illustrating the impact of tailored content on customer engagement.
Networking and Collaboration:
Beyond sessions, B2BMX facilitated networking opportunities that allowed attendees to exchange ideas and collaborate on new strategies, reinforcing the value of community in navigating the evolving marketing landscape. The 90’s-themed Opening Night Reception starring an awesome 90’s cover band was a hit with attendees (and even hotel staff!).
Plus, our annual gathering of heads of marketing, known as The CMO Exchange, brought together more than 20 CMOs and marketing leaders to discuss priorities and challenges. The theme of the conversation (facilitated by B2B Fusion’s Jon Russo) was, “doing less with less” (a variation of do more with less), with lessons learned around ABX, Demand, Brand, and Executive conversations.
Overall, the 2025 B2B Marketing Exchange provided valuable insights into the integration of AI, the shift toward contact-level targeting, and the importance of personalization, equipping professionals with strategies to excel in a rapidly changing marketing environment.
If you missed out this year, don’t worry: We’ll be heading to a brand-new location March 9-11, 2026: The beautiful Omni La Costa Resort in Carlsbad, CA! Sign up for updates here and we’ll let you know when registration officially opens!
