Event Schedule
AI Eats the World
The big four tech platforms spent over $400bn on AI in 2025. How will …The big four tech platforms spent over $400bn on AI in 2025. How will this new platform shift work?How is it most useful?Where will the value capture be and the value destruction?The big four tech platforms spent over $400bn on AI in 2025. How will this new platform shift work?How is it most useful?Where will the value capture be and the value destruction?The big four tech platforms spent over $400bn on AI in 2025. How will this new platform shift work?How is it most useful?Where will the value capture be and the value destruction?Show MoreClick the title to see all details
Building a Sexy Brand in an Unsexy Industry
B2B isn’t boring - it’s human. Behind every buying decision is a perso…B2B isn’t boring - it’s human. Behind every buying decision is a person, and in a world run on relationships, trust, and reputation, the mechanism for growth is the same whether you’re building on LinkedIn or anywhere else: people buy from brands the…B2B isn’t boring - it’s human. Behind every buying decision is a person, and in a world run on relationships, trust, and reputation, the mechanism for growth is the same whether you’re building on LinkedIn or anywhere else: people buy from brands they believe in. In this session, Elfried Samba makes the case for human-to-human brand building as the most powerful growth lever in modern B2B. As paid media becomes more expensive and less reliable, t…B2B isn’t boring - it’s human. Behind every buying decision is a person, and in a world run on relationships, trust, and reputation, the mechanism for growth is the same whether you’re building on LinkedIn or anywhere else: people buy from brands they believe in. In this session, Elfried Samba makes the case for human-to-human brand building as the most powerful growth lever in modern B2B. As paid media becomes more expensive and less reliable, the brands pulling ahead are those that turn attention into trust, trust into community, and community into revenue. Elfried brings first-hand operating experience to the stage. As former Global Head of Social Content at Gymshark, he helped scale one of the world’s most influential community-led brands by turning social audiences into cultural believers. Today, through his agency Butterfly Effect, he works with brands including Netflix, Bumble, Formula E, Square, LinkedIn, Adobe, and Vodafone, helping them build community-powered growth engines that compound over time. Alongside this, Elfried is also one of LinkedIn’s most influential creators, with a fast-growing audience built by applying the same community-first principles in real time - proving that the rules of brand, community, and trust work just as powerfully in B2B as they do in consumer culture. Attendees will leave with a clear, practical framework for community insurance - the signals, behaviors, and habits that help brands defend against volatility, build belief at scale, and grow even when performance marketing stops performing. This isn’t about vibes or vanity metrics. It’s about building trust like a system and capitalising on it.Show MoreClick the title to see all detailsShow More
Marketplace Open
Networking Break
9 Brain Science Secrets that Drive B2B Behavior
Every day behavioral scientists uncover new information that confirms …Every day behavioral scientists uncover new information that confirms people don’t really think about what they do. Instead, they conserve mental energy and react automatically -- relying on hard-wired decision defaults that influence everything from…Every day behavioral scientists uncover new information that confirms people don’t really think about what they do. Instead, they conserve mental energy and react automatically -- relying on hard-wired decision defaults that influence everything from what they read … to whom they trust … to when they buy. To make your marketing messages persuade people to act, you need to trigger these decision defaults. And you want easy, effective ways to do th…Every day behavioral scientists uncover new information that confirms people don’t really think about what they do. Instead, they conserve mental energy and react automatically -- relying on hard-wired decision defaults that influence everything from what they read … to whom they trust … to when they buy. 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. In this example-jammed workshop you’ll discover the 9 decision-making shortcuts all humans have, and how you can use them to make sure your marketing messages get results. Takeaways: •Discover how to easily increase engagement and response to emails, ads, and webpages with messaging that triggers automatic, instinctive behavior – including one tactic that makes people four times more likely to buy right away • Find out how your creative can strategically tap the mental shortcuts customers and prospects use to make their buying decisions -- including the magic word that gets people to agree with you before they even finish reading what you wrote • See numerous examples of in-market creative that demonstrate how to effectively add proven brain science principles to your campaigns to lift ROI -- including one campaign that increased purchase intent by 13%Show MoreClick the title to see all detailsShow More
The Innovation Multiplier: 5 Lessons Every B2B Marketer Should Learn from the World’s Fastest-Growing Tech Giants
In the last decade, every company has become a technology company. For…In the last decade, every company has become a technology company. For today’s B2B leader, this shift has brought a crushing new level of complexity—disruptive technologies, shrinking budgets, and an urgent mandate to justify every investment. When t…In the last decade, every company has become a technology company. For today’s B2B leader, this shift has brought a crushing new level of complexity—disruptive technologies, shrinking budgets, and an urgent mandate to justify every investment. When the world is watching, the stakes of your next launch or major transition couldn’t be higher. The traditional marketing map is gone; today, you must draw the map while you navigate the mission. The mos…In the last decade, every company has become a technology company. For today’s B2B leader, this shift has brought a crushing new level of complexity—disruptive technologies, shrinking budgets, and an urgent mandate to justify every investment. When the world is watching, the stakes of your next launch or major transition couldn’t be higher. The traditional marketing map is gone; today, you must draw the map while you navigate the mission. The most successful innovators—companies like Google, AWS, and Salesforce—don’t 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. This session offers a rare look at the upstream strategic mindsets and creative frameworks that helped these giants move from "amorphous ambition" to market-defining success.Show MoreClick the title to see all detailsShow More
The Modern Marketing Playbook: Bridging the Gap between Marketing Leadership and The Business
This candid session from the world's brightest marketing leadership an…This candid session from the world's brightest marketing leadership and C-suite execs will discuss how today’s marketers adapt to business in the contemporary landscape. We’ll outline what the modern marketer needs to be in order to align to their bu…This candid session from the world's brightest marketing leadership and C-suite execs will discuss how today’s marketers adapt to business in the contemporary landscape. We’ll outline what the modern marketer needs to be in order to align to their business, share tried-and-true strategies, and unpack how both current and aspiring leaders can build and bolster their playbooks to maintain agility and adaptability.This candid session from the world's brightest marketing leadership and C-suite execs will discuss how today’s marketers adapt to business in the contemporary landscape. We’ll outline what the modern marketer needs to be in order to align to their business, share tried-and-true strategies, and unpack how both current and aspiring leaders can build and bolster their playbooks to maintain agility and adaptability.Show MoreClick the title to see all details
Winning Strategic Accounts Through Optimized Pipeline Conversion
For B2B marketers, strategic accounts aren’t just strategic - they’re …For B2B marketers, strategic accounts aren’t just strategic - they’re 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 acc…For B2B marketers, strategic accounts aren’t just strategic - they’re 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’s Co-Founder and CEO, Chip Klang.For B2B marketers, strategic accounts aren’t just strategic - they’re 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’s Co-Founder and CEO, Chip Klang.Show MoreClick the title to see all details
AI, Trust, and Discoverability: What CMOs and GTM Teams Must Do Differently in 2026
Two forces are redefining modern B2B growth: the rise of AI-powered de…Two forces are redefining modern B2B growth: the rise of AI-powered decision making and the increasing importance of discoverability as a direct path to revenue. Drawing on original research from more than 2,300 senior marketing and IT leaders, we wi…Two forces are redefining modern B2B growth: the rise of AI-powered decision making and the increasing importance of discoverability as a direct path to revenue. Drawing on original research from more than 2,300 senior marketing and IT leaders, we will examine how AI is simultaneously accelerating insight and eroding buyer trust, and why confidence in data, content, and vendors is now an executive-level priority. We will also explore how buyer be…Two forces are redefining modern B2B growth: the rise of AI-powered decision making and the increasing importance of discoverability as a direct path to revenue. Drawing on original research from more than 2,300 senior marketing and IT leaders, we will examine how AI is simultaneously accelerating insight and eroding buyer trust, and why confidence in data, content, and vendors is now an executive-level priority. We will also explore how buyer behavior is shifting in an era of generative AI, AI-powered search, and dark funnel activity, where growth increasingly depends on being found first, not just being better. Expect practical guidance for CMOs and GTM teams navigating trust, visibility, and revenue in a rapidly changing market.Show MoreClick the title to see all detailsShow More
Authentic Storytelling with AI: Balancing Efficiency and Creativity
In today’s B2B world, storytelling remains a powerful way to connect w…In today’s 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 campa…In today’s 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, “soulless” content that fails to resonate. This session, led by Pam Didner—author of…In today’s 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, “soulless” content that fails to resonate. This session, led by Pam Didner—author of the Modern AI Marketer series, B2B consultant, and former Intel global marketing strategist —will reveal how to blend AI capabilities with a human-centric touch to keep your storytelling both efficient and authentic. You’ll learn the do’s and don’ts of using AI, what to pay attention to when balancing machine-driven insights with human creativity, and how to ensure your brand’s voice remains strong and consistent in every campaign. Key Takeaways: 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’s & Don’ts: Practical guardrails for using AI in storytelling without losing authenticityShow MoreClick the title to see all detailsShow More
The 2026 State of B2B Buying: What Marketers Still Get Wrong
B2B buying is evolving faster than ever. We surveyed 1,500 global B2B …B2B buying is evolving faster than ever. We surveyed 1,500 global B2B buyers to uncover the shifting dynamics of influence, content engagement, generational nuances, and the real vs. perceived buyer journey. You’ll find out where your buyers spend …B2B buying is evolving faster than ever. We surveyed 1,500 global B2B buyers to uncover the shifting dynamics of influence, content engagement, generational nuances, and the real vs. perceived buyer journey. You’ll find out where your buyers spend time, which messages resonate at each role, and how to design multichannel strategies that work with both human and algorithmic influences, walking away with practical next steps to optimize campaigns…B2B buying is evolving faster than ever. We surveyed 1,500 global B2B buyers to uncover the shifting dynamics of influence, content engagement, generational nuances, and the real vs. perceived buyer journey. You’ll find out where your buyers spend time, which messages resonate at each role, and how to design multichannel strategies that work with both human and algorithmic influences, walking away with practical next steps to optimize campaigns, elevate content relevance, and capture buyer attention where it matters most. Show MoreClick the title to see all detailsShow More
