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 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’s 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.
The Day 3 agenda is as follows:
Keynote: Human-Centered Marketing in the Age of AI
Speaker: Ashley Faus, Head of Lifecycle Marketing, Atlassian
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.
Main Room, March 11, 09:30 AM – 10:15 AM
Marketplace Open
March 10, 09:00 AM – 11:00 AM
Networking Break
Marketplace, March 11, 10:15 AM – 11:00 AM
Session: 10 Things That Great ABM Programs Do
Breakout 3: Luna 5-7 March 11, 11:00 AM – 11:30 AM
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.
- Speaker: Eric Agnew, Chief Revenue Officer, Igntium
- Track: GTM Strategy; Advanced ABM; Customer Experience & Personalization
Session: Avoid the Costly Mistakes Today’s Marketers Make with B2B Messages
Breakout 2: Luna 4, March 11, 11:00 AM – 11:30 AM
Sometimes it’s not what you say but how you say it. B2B marketers often learn this the hard way … 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’ll increase your KPIs.
- Speaker: Nancy Harhut, Chief Creative Officer, HBT Marketing
- Track: Content, Creative & Storytelling
Session: Moments That Move Buying Groups: Designing GTM Experiences That Create Pipeline
Breakout 1: Luna 1-3, March 11, 11:00 AM – 11:30 AM
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’ll 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’ll show how orchestrated moments, delivered at the right time with the right message, create momentum and translate into pipeline.
- Speaker: Nick Bennett, Events & ABM, Reachdesk
- Track: GTM Strategy
Session: Rewiring Demand for the Anti-Social Buyer: A 3-Step Operating Model
B2B marketing is operating in the toughest climate it’s 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’re not part of the conversation before the conversation…you’re not in the deal.
In this session, Consensus Senior Director of Demand Generation Judy Kimball shares a modern operating model designed for today’s anti-social buyer—the one who avoids forms, ignores SDR outreach, and does their homework in private using search, communities, influencers, and increasingly, LLMs.
- Speaker: Judy Kimball, Senior Director of Demand Generation, Consensus
- Track: GTM Strategy
Session: Seven Pipeline Killers Facing B2B SaaS in 2026: The Most Common Media Mistakes Stalling Account Progression and Deal Velocity
Breakout 1: Luna 1-3, March 11, 11:45 AM – 12:15 PM
Across hundreds of audited and actively managed B2B SaaS campaigns, spanning mid-market to enterprise and awareness through late-stage acceleration, we’ve seen the same patterns quietly derail pipeline performance. In this session, we’ll break down the seven most common media mistakes we’ve 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.
- Speaker: Ruben Quinones, SVP, Client Strategy, Amsive
- Tracks: GTM Strategy; Customer Experience & Personalization; Measurement & Data
Session: Solving the Buyability Problem: The Hidden Friction Inside B2B Buying
Breakout 2: Luna 4 March 11, 11:45 AM – 12:15 PM
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’s 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.
- Speaker: Ty Heath, Global Director, Thought Leadership GTM, LinkedIn
- Tracks: GTM Strategy; Content, Creative & Storytelling; Customer Experience & Personalization
Session: From Cringe to Credibility: How We Built a Social Selling Program That Actually Drives Revenue
Breakout 2: Luna 4 Wednesday, March 11, 12:30 PM – 01:00 PM
If you had told us two years ago that half of our outbound new logo meetings would come from LinkedIn, we probably wouldn’t have believed you. But that’s 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.
- Speakers: Sarah Icely Hill, SVP, Growth, BrandActive and Darren McKee, Founder of Darren McKee Co., Darren McKee Co.
- Tracks: GTM Strategy
Session: The Algorithm Rewrote the Rules, but Content Is Still King
Breakout 1: Luna 1-3, March 11: 12:30 PM – 01:00 PM
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.
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.
- Speaker: Josh Butts, Chief Technology Officer, Foundry
- Tracks: AI
Networking Lunch
Terrace, March 11, 01:00 PM – 02:00 PM
Session: Building Community That Converts: Practical Models for Modern B2B Teams
March 11, 02:00 PM – 02:30 PM, Breakout 1: Luna 1-3
Community-led growth isn’t a Slack channel or a sponsorship logo. It’s 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—and how to operationalize it so it actually drives revenue.
- Speakers: Kathleen Booth, VP Marketing, Sequel.io
- Tracks: GTM Strategy
Session: Building an Actionable Go-To-Market Plan Executives Actually Approve
Breakout 2: Luna 4 March 11, 02:00 PM – 02:30 PM
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 “do more with less.” In today’s 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’ll get an inside look at the 3-Act Marketing Plan Framework — a proven structure to turn your ideas into a focused, executive-ready plan that’s clear, concise, and actionable.
- Speaker: Pam Didner, VP of Marketing, Relentless Pursuit, LLC
- Track: Measurement & Data
Session: The 2026 B2B Lead Gen Playbook: Scaling Paid Media in the Age of AI, Privacy, and Rising Costs
Breakout 2: Luna 4, March 11, 02:45 PM – 03:15 PM
Paid advertising and lead generation are getting more expensive, more competitive, and harder to scale — especially in B2B. Yet most teams are still fighting 2026’s 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’ll learn why the strongest results no longer come from “hacking” ad platforms, but from designing a system that captures in-market demand and turns it into predictable pipeline.
- Speaker: Kaushik Kumar, Head of Demand Generation, Workleap
- Tracks: GTM Strategy; AI; Content, Creative & Storytelling; Measurement & Data
