Kick off your B2BMX journey with a full day of immersive learning and networking.
Monday will feature a two keynotes speeches, dynamic conference sessions that set the tone for the days ahead, explore the Marketplace throughout the day, enjoy lunch on the show floor, and connect with solution providers and peers. After a slate of standout workshops, case studies, and our signature keynote, wrap up the day at the Welcome Reception, an energizing, informal setting designed to spark new connections and launch an incredible week of insights and inspiration.
Keynote: AI Eats the World
Speaker: Benedict Evans, Independent Analyst
Main Room, March 9, 09:30 AM – 10:15 AM
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?
Keynote: Building a Sexy Brand in an Unsexy Industry
Speaker: Elfried Samba, Co-Founder and CEO of Butterfly Effect
Main Room, March 9, 10:15 AM – 11:00 AM
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.
Marketplace Opens
Monday, March 9, 11:00 AM – 05:00 PM
Networking Break
Marketplace, March 9, 11:00 AM – 11:30 AM
Workshop: 9 Brain Science Secrets that Drive B2B Behavior
Las Palmas, March 9 11:30 AM – 12:30 PM
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.
- Speaker: Nancy Harhut, Chief Creative Officer, HBT Marketing
- Track: Content, Creative & Storytelling
Session: The Innovation Multiplier: 5 Lessons Every B2B Marketer Should Learn from the World’s Fastest-Growing Tech Giants
Breakout 3: Luna 5-7, March 9 11:30 AM – 12:00 PM
This session offers a rare look at the upstream strategic mindsets and creative frameworks that helped Google, AWS, and Salesforce move from “amorphous ambition” to market-defining success.
- Speaker: Laura Nespoli, Executive Strategy Director, Article Group
- Tracks: GTM Strategy, AI, Content, Creative & Storytelling
Session: The Modern Marketing Playbook: Bridging the Gap Between Marketing Leadership and The Business
Breakout 2: Luna 4, March 9 11:30 AM – 12:00 PM
This candid session from the world’s brightest CMOs and C-suite execs will discuss how today’s CMO’s adapt to business in the contemporary landscape. We’ll outline what the modern CMO needs to be in order to align to their business, share tried-and-true strategies, and unpack how both current and aspiring CMO’s can build and bolster their playbooks to maintain agility and adaptability.
- Speakers: Ricky Abbott, President, Americas, Transmission; Lance Hill, SVP, Brand, Insights, Measurement, and Sponsorships, HP; and May Petry, Chief Marketing Officer, MongoDB
- Track: Leadership & Culture
Session: Winning Strategic Accounts Through Optimized Pipeline Conversion
Breakout 1: Luna 1-3, March 9 11:30 AM – 12:00 PM
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.
- Speakers: John Johansen, Sr. Director, Demand Generation & ABM, Delinea; Chip Klang, Co-Founder and CEO, Lead2Pipeline; and Suzy Kroh, Global Digital Marketing Manager, Cloudflare.
- Tracks: Advanced ABM; Content, Creative & Storytelling; Measurement & Data
Session: AI, Trust, and Discoverability: What CMOs and GTM Teams Must Do Differently in 2026
Breakout 1: Luna 1-3, March 9, 12:15 PM – 12:45 PM
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.
- Speaker: Victoria Albert, CMO, INFUSE
- Tracks: GTM Strategy; AI
Session: Authentic Storytelling with AI: Balancing Efficiency and Creativity
Breakout 2: Luna 4, March 9, 12:15 PM – 12:45 PM
This session 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.
- Speaker: Pam Didner, VP of Marketing, Relentless Pursuit, LLC
- Track: Content, Creative & Storytelling
Session: The 2026 State of B2B Buying
Breakout 3: Luna 5-7, March 9, 12:15 PM – 12:45 PM
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.
- Speakers: Thomas Koletas, Chief Revenue Officer, Digitalzone and Eboni Ryan, SVP, Marketing, Digitalzone
- Track: Advanced ABM; Customer Experience & Personalization; Measurement & Data
Networking Lunch
Marketplace, March 9, 12:45 PM – 01:45 PM
Workshop: The B2B Prompt Playoff: A Hands-On Hackathon for Productivity and Creative Wins
Las Palmas, March 9, 01:45 PM – 05:00 PM
A half day, hands-on AI hackathon designed by AI Trainer Brent Wees specifically for B2B marketers who want to work faster, create better ideas, and streamline their content engines. Participants will learn practical productivity shortcuts using AI tools, experiment with real B2B scenarios, and team up for quick build challenges focused on messaging, content development, personalization, research speed, and campaign ideation.
- Speakers: Brent Wees
- Track: AI
Session: Marketing Means Business: How to Shape the Marketing Value Narrative, Win the Boardroom, Tame the Algorithm, and Own the Bottom Line
Breakout 1: Luna 1-3, March 9, 01:45 PM – 02:15 PM
This session is for those tired of defending their seat and ready to change the dynamic. We’ll unpack a three-part framework on how to transform Marketing from a reactive cost center into the brain behind the GTM operation built around hard-earned lessons from leading cross-functional teams, navigating AI chaos, and fighting through bad data and broken measurement models.
- Speaker: Nadia Davis, VP of Marketing, Calibermind
- Track: GTM Strategy
Session: The Meaningful AI Shift in Email Marketing
Breakout 3: Luna 5-7, March 9, 01:45 PM – 02:15 PM
This session examines the behavioral and operational shifts that emerge when AI is embedded into daily email marketing workflows, drawing on real-world experience from an active program. Attendees will learn where AI meaningfully changes how teams plan, execute, and decide – and how to harness those shifts to drive stronger results without compromising fundamentals.
- Speaker: Kyla Bobola, Director of Demand Generation, IRIS Software and Brendan Farnand, Co-Founder & Chief Evangelist, Knak
- Track: AI
Session: How to Minimize Risk & Avoid Getting Burned by Lead Gen Vendors
Breakout 1: Luna 1-3, March 9, 02:30 PM – 03:00 PM
A practical, strategic playbook for reducing risk in your demand engine prioritizing data-driven strategy on how to evaluate, audit, and hold your lead generation partners accountable. You’ll learn the 10 questions that expose sourcing risks, compliance gaps, and black-box tactics—so your team can protect budget, pipeline, and brand reputation, by ensuring your team gets real visibility into whether your vendors are truly first-party, leveraging 3rd party networks, and compliant.
- Speaker: Uky Chong, CEO, ToXPAND, Inc.
- Track: GTM Strategy; Advanced ABM; Customer Experience & Personalization; Leadership & Culture; Measurement & Data
Session: Marketing in the Shiny Object Era: Sharpen Our Stories to Overcome Buyer Status Quo
Breakout 2: Luna 4, March 9, 02:30 PM – 03:00 PM
In a market flooded with solutions and AI-powered noise, a “better way” message is no longer enough to stand out. You’ll learn how to defeat our toughest competitor: buyer status quo. Through practical examples and behavioral science, the session shows how to use stories to help buyers recognize and quantify the cost of staying the same.
- Speaker: Jen Allen-Knuth, CEO & Founder, DemandJen
- Tracks: Content, Creative & Storytelling; Customer Experience & Personalization
Session: Orchestrate Your ABM Around the Main Characters – Not the Extras
Breakout 3: Luna 5-7, March 9, 02:30 PM – 03:00 PM
Most GTM orchestration is built on account rollups. It looks clean in dashboards, but it breaks down in execution: you can’t see who showed interest or which topic drove it, so you don’t know what your next step should be. Join Influ2’s Doug Madey and Ed VanderBush from LiveRamp as they discuss how to build the perfect playbook.
- Speaker: Doug Madey, Director of Communications, Influ2 and Ed VanderBush, Senior Manager, ABM, LiveRamp
- Tracks: GTM Strategy; Advanced ABM
Networking Break
Marketplace, March 9, 03:00 PM – 03:45 PM
Session: How One CEO Generated 10,000,000 Organic LinkedIn Impressions in 12 Months — And the System Behind It
Breakout 2: Luna 4, March 9, 03:45 PM – 04:15 PM
Devin Reed breaks down the exact system he used to help Christina Ross generate 10,000,000 LinkedIn views in just 12 months and grow from 4,000 → 24,000 followers of CFOs and senior finance leaders — without ads, bots, engagement pods, or turning LinkedIn into a second full-time job. This isn’t a talk about posting more. It’s about building trust and mindshare at scale — and turning executives into a durable growth asset for the business.
- Speaker: Devin Reed, CEO & Founder, The Reeder
- Track: Content, Creative & Storytelling
Session: Turning Rich Customer Feedback into Revenue
Breakout 3: Luna 5-7, March 9, 03:45 PM – 04:15 PM
Revenue performance often looks stable … until it isn’t. In this session, we’ll draw on lessons from Apollo 13 to show how traditional revenue systems too often surface signals, not root causes. CMOs will learn how customer feedback adds the missing context behind buyer decisions—and how listening early turns insights into a competitive advantage that drives smarter decisions and sustainable growth.
- Speaker: Dani Talbot, Head of Marketing, Clozd
- Track: GTM Strategy
Session: Winning Buyers Before the Shortlist: Why You’re Missing Early Demand — and the 3-Part Framework to Fix It
Breakout 1: Luna 1-3, March 9, 03:45 PM – 04:15 PM
Pipeline goals are rising, yet pipeline has become harder to sustain, harder to predict, and harder to influence once opportunities are live. Here’s the reality: Buying teams are forming opinions and narrowing options earlier than most funnels account for. By the time an opportunity appears, buyers often already know which vendors feel credible (and which feel like an afterthought).
Josh Baez, Sr. Manager of Demand Generation at NetLine, breaks down why traditional funnel-based approaches struggle to explain today’s pipeline behavior, and why early-stage demand now requires a different operating model altogether.
- Speaker: Josh Baez, Sr. Manager, Demand Generation, NetLine,
- Track: GTM Strategy
Session: Reimagining Content Syndication in a Modern Account-Based GTM Motion
Breakout 2: Luna 4, March 9, 04:30 PM – 05:00 PM
Traditional content syndication was built for volume. Modern GTM teams are built for precision. In this session, we’ll break down how leading B2B teams are transforming content syndication from a top-of-funnel lead engine into a strategic lever within an account-based motion. Learn how to align syndication with target account strategy, orchestrate cross-functional execution across marketing and sales, and measure impact beyond raw MQL volume.
- Speakers: Brian Grady, Director of Demand Generation, RethinkFirst and Rich Stone, SVP of Sales, North America, ProspectBase
- Tracks: GTM Strategy; Advanced ABM; AI; Content, Creative & Storytelling; Customer Experience & Personalization; Measurement & Data
Session: The Future-Proof Stack: Navigating Limited Resources, Connected Systems, and AI-Powered Growth
Breakout 3: Luna 5-7, March 9, 04:30 PM – 05:00 PM
As budgets tighten and teams stay lean, disconnected tools and manual workflows are no longer sustainable. Sit down with Nikki Molina, Director of Demand Generation at Pax8, and Hans Fischmann, VP Product at AdRoll, to explore how connected marketing systems help teams streamline operations, unlock better data, and drive measurable impact today, while laying the foundation for what’s next.
- Speakers: Hans Fischmann, VP of Product, AdRoll and Nikki Molina, Director of Demand Generation, Pax8
- Tracks: GTM Strategy; AI
Session: The In-Person GTM Maturity Model
This session introduces the In-Person GTM Maturity Model, a practical framework for evaluating the effectiveness of your organization’s in-person events strategy. Instead of focusing on event volume or production quality, we look at how early and consistently in-person insights influence strategy, trust, and impact across your entire GTM motion. This is not a tactics deep dive. It is a guided self-assessment designed to help you understand where your in-person strategy stands today and what actually moves you forward.
Breakout 1: Luna 1-3, March 9, 04:30 PM – 05:00 PM
- Speaker: Kris Jenkins, Co-Founder, Mobly,
- Tracks: GTM Strategy; Advanced ABM
Opening Reception
Luna Lawn, March 9, 05:00 PM – 07:00 PM
The event will feature Los Angeles-based DJ and Saxophonist Tim Lacatena. For the past decade, Lacatena has offered a blend of live sax with DJ sets has made a lasting impact at high-end events worldwide—including Super Bowl LVII and opening for Alanis Morissette — that combines the versatility of a DJ with the appeal of a live musician.
