The second day of B2BMX starts with a leader from one of the leading artificiual intelligence companies in the world: Dane Vahey, Head of B2B Marketing, OpenAI.
After the timely keynote, immerse yourself in a full day of dynamic breakout sessions, and collaborative roundtables designed to accelerate your growth. Explore the Marketplace throughout the day, take lunch on the show floor as an opportunity to meet top solution providers and exchange ideas with fellow marketing leaders.
With deep-dive tracks in demand generation, ABM, sales impact, content strategy, and go-to-market excellence, Tuesday is all about sharpening your playbook with actionable, hands-on insights. Be sure to stay for networking drinks in the Marketplace and a special keynote experience you won’t want to miss.
Keynote: You Can Just Build Things
Speaker: Dane Vahey, Head of B2B Marketing, OpenAI
We are entering a moment where motivated, curious people can build things that once felt impossible. In this talk why daily AI use beats theoretical value, and how B2B marketers should rethink their role as builders, not just operators. We will look at how broadening your skill set across research, analysis, automation, and creation changes what a single person or team can accomplish. Throughout the talk, you’ll see live demos and real data that make it feel practical, achievable, and (hopefully) pretty fun.
Main Room, March 10, 09:30 AM – 10:15 AM
Marketplace Open
March 10, 09:00 AM – 06:00 PM
Networking Break
Marketplace, March 10, 10:15 AM – 11:00 AM
Workshop: From Engagement to Revenue: Solutioning the Marketing-Sales Disconnect
Las Palmas, March 10, 11:00 AM – 12:30 PM
B2B buyers don’t move the way our funnels say they do — and the disconnect between marketing-signals and sales-action keeps growing. In this workshop, we’ll break down today’s B2B buyer reality based on our latest market research, and work through how to operationalize it inside your own revenue processes. You’ll learn how to align on shared definitions, use engagement scoring more effectively, build stronger SDR partnerships, and turn contact-level signals into meaningful lead alerts.
- Speakers: Andrew Kuhl, Associate Director of Client Experience, Digitalzone and Eboni Ryan, SVP, Marketing, Digitalzone
- Tracks: AI; Martech & Integration; Measurement & Data
Session: Marketing Fundamentals Under Pressure: Turning Content Into Pipeline in the Age of AI
Breakout 2: Luna 4, March 10, 11:00 AM – 11:30 AM
Marketing teams are under more pressure than ever: tighter budgets, fragmented attention, aggressive AI adoption, and the same expectation to drive real, measurable revenue impact. In response, many high-performing teams are returning to marketing fundamentals, with a sharper focus on content as a primary growth lever. We’ll unpack how leading teams are using content not just to fuel awareness, but to influence pipeline, accelerate deals, and support long-term growth.
- Speakers: Gillian Hinkle, Senior Director Growth & Digital Marketing, Salesforce and Hailey Ho, Senior Director of Content, WordPress VIP
- Tracks: GTM Strategy; AI; Content, Creative & Storytelling; Measurement & Data
Session: Partner Ecosystems: The Art & Science of Driving Demand in an AI World
Breakout 1: Luna 1-3, March 10, 11:00 AM – 11:30 AM
Join Michael Latchford, SVP of Partner Marketing & Global Solutions at Pipeline360, in conversation with Melissa Ross, Principal of Partner Marketing at PagerDuty, Jeff Kahn, Director of Global Partner Marketing at Confluent, and Ann Marie Woodburn, Vice President of Marketing at MontyCloud, as they explore the art and science behind partner-driven demand. The discussion will highlight how modern teams design ecosystem programs that generate real demand, navigate attribution in an AI-driven marketing world, and collaborate across marketing, sales, and operations to turn partnerships into measurable pipeline.
- Speaker: Join Michael Latchford, SVP of Partner Marketing & Global Solutions at Pipeline360; Melissa Ross, Principal of Partner Marketing at PagerDuty; Jeff Kahn, Director of Global Partner Marketing at Confluent; Ann Marie Woodburn, Vice President of Marketing at MontyCloud
- Track: Advanced ABM
Session: The Death of the MQL: How AI Agents are Rewriting Lead Qualification
Breakout 3: Luna 5-7, March 10, 11:00 AM – 11:30 AM
Arjun Pillai, Co-Founder & CEO of Docket, will walk you through how AI agents are replacing MQLs with Agent-Qualified Leads (AQLs)—prospects who’ve had meaningful conversations with AI agents, self-qualified themselves, and are ready for deep engagement from the first sales call.
- Speaker: Arjun Pillai, Co-Founder & CEO of Docket, Docket
- Track: GTM Strategy; AI; Customer Experience & Personalization; Martech & Integration
Session: No More Maybes: Stop Losing Deals to No Decision
Breakout 2: Luna 4, March 10, 11:45 AM – 12:15 PM
You’re losing winnable deals to indecision, and the sales pressure your team applies to fix it is actually making buyers retreat faster. In this session, Leslie Venetz will give you a 4-question diagnostic framework that reveals whether urgency exists in your deal, so you can stop guessing and start closing.
- Speaker: Leslie Venetz, CEO & Founder, The Sales-Led GTM Agency
- Track: GTM Strategy; Customer Experience & Personalization
Session: Reimagining Demand Gen Around Trust, Experts, and Curated Experiences
Breakout 3: Luna 5-7, March 10, 11:45 AM – 12:15 PM
B2B buying behavior is changing every day, but too many demand gen programs still rely on the same old playbook. In this session, Anthony Gil at NetApp shares how his team is reimagining demand gen around the realities of the modern buying journey: fragmented attention, AI-led research, greater expectations for thought leadership, increased reliance on trusted experts, and a preference for short-form and curated content that help buyers learn quickly.
- Speakers: Anthony Gil, Senior Demand Generation Manager, NetApp and Tyler Lessard, Chief Marketing Officer, TechnologyAdvice
- Track: AI; Content, Creative & Storytelling
Session: Turning Buying Signals into Predictable Pipeline with AI
Breakout 1: Luna 1-3, March 10: 11:45 AM – 12:15 PM
Session: How CallRail Achieved a 20% Increase in Conversions (in Only 30 Days!) by Refining Their Brand
Breakout 2: Luna 4, March 10, 12:30 PM – 01:00 PM
What is the path of least resistance for differentiating yourself from the competition and crushing your goals? It’s simple: a brand that is strategically built to drive revenue. See first-hand how CallRail achieved a 20% increase in conversions – in only 30 days – by systematically refining their brand positioning and messaging.
- Speaker: Kate DiLeo, CEO, The Brand Trifecta
- Track: Content, Creative & Storytelling
Session: How To NOT Use AI in Your 2026 B2B Marketing Plans
Breakout 3: Luna 5-7, March 10, 12:30 PM – 01:00 PM
By 2026, “AI-powered” is no longer a differentiator—it’s the baseline. As every GTM team deploys autonomous agents and generative engines, we’ve entered the era of the “Infinite Content Graveyard,” where every whitepaper sounds the same and every LinkedIn outreach feels like a robot talking to a robot. In this session, we’re doing a 180-degree turn. We won’t talk about how to prompt better; we’ll talk about where to unplug.
- Speaker: Chris Rack, CEO and Co-Founder, DemandView
- Track: AI
Session: Scaling Account-Based Marketing for Growth: Deloitte’s Intent-Driven Approach
Breakout 1: Luna 1-3, March 10, 12:30 PM – 01:00 PM
In this Q&A session, Allan Kirkpatrick, Account-Based Marketing Lead for Deloitte Canada, joins Intentsify to discuss how his team has scaled account-based marketing using intent data to drive measurable business impact. The discussion examines how intent data has credentialized internal capabilities, helps align sales and marketing, secured executive buy-in, and enabled deeper personalization across account-based go-to-market strategies.
- Speakers: Joey D’Agostino, Vice President, Intentsify and Allan Kirkpatrick, Account-Based Marketing Lead, Deloitte Canada, Deloitte
- Track: GTM Strategy; Advanced ABM; Martech & Integration; Measurement & Data
Networking Lunch
Marketplace, March 10, 01:00 PM – 02:00 PM
Workshop: CMO Exchange
The CMO Exchange event is open to al heads of marketing from top B2B organizations to discuss trends, share success stories and delve into new initiatives. The off-the-record forum provides heads of marketing with an exclusive opportunity to connect with peers and compare notes on top priorities, as well as discuss solution providers and strategies that are central to driving both brand and pipeline initiatives.
Las Palmas, Tuesday, March 10, 01:15 PM – 02:15 PM
Session: The New Execution Layer of B2B: How Orchestration Changes Go to Market
Breakout 2: Luna 4, March 10, 02:00 PM – 02:30 PM
Most B2B revenue teams have thoughtful go-to-market strategies, modern martech stacks, and talented people. Yet revenue outcomes still fall short. Why? Because the bottleneck is no longer strategy, it’s execution. In this session, LeanData CMO Jim Bell will explore why traditional GTM execution models were built for an outdated, linear buyer journey, and why they struggle in a world of buying groups, fragmented signals, and cross-functional teams.
Rather than focusing on tools, Jim will introduce a new way of thinking about execution: an intelligent orchestration layer that coordinates signals, teams, and actions around the buyer journey in real time.
- Speaker: Jim Bell, Chief Marketing Officer, LeanData
- Tracks: GTM Strategy; Martech & Integration
Session: Accelerate Complex Deals with Contact-Level Marketing
Breakout 3: Luna 5-7, March 10, 02:45 PM – 03:15 PM
Complex B2B buying journeys with sales cycles longer than three months are increasingly difficult to track using anonymous and account-level data alone. In this session, Sumner will share how growth teams are using contact-level marketing to accelerate pipeline by connecting ABM, contextual, and geofencing campaigns with website de-anonymization and data enrichment.
- Speaker: Sumner Vanderhoof, CEO & Co-Founder, Propensity
- Tracks: GTM Strategy; Advanced ABM
Session: The Multiplier Effect: 5 New Innovations to Supercharge Your Webinars
Breakout 2: Luna 4, March 10, 02:45 PM – 03:15 PM
In marketing, everything is changing…including webinars. In this session, you will see five exciting new innovations that will transform your webinar programs to more effectively extend the reach of your events, get more value from your best content, and increase conversions to pipeline and revenue – long after the live date is over.
- Speaker: Mark Bornstein, VP, Marketing and Chief Evangelist, ON24
- Tracks: GTM Strategy; AI; Content, Creative & Storytelling; Customer Experience & Personalization; Martech & Integration
Session: The Trust Advantage: Content Strategy at the Intersection of Innovation & Expertise
Breakout 1: Luna 1-3, March 10, 02:45 PM – 03:15 PM
In today’s challenging B2B marketing landscape, building trust has never been more critical—or more difficult. Join Jane Qin Medeiros as she reveals how successful+_ marketers are navigating a world where 95% of your audience isn’t ready to buy, buyers form opinions before they ever contact you, and purchase decisions involve many stakeholders and influencers.
- Speaker: Jane Qin Medeiros, General Manager Brand and Content, Informa TechTarget
- Track: Content, Creative & Storytelling; Customer Experience & Personalization
Networking Break
Marketplace, March 10, 03:15 PM – 03:45 PM
Workshop: Brand Jeopardy – The Day AI Went Primetime
Las Palmas, March 10, 03:45 PM – 04:45 PM
In a world where B2B audiences are more diverse and dynamic than ever, but the B2B industry is traditionally seen as boring and factual, B2B marketing is at a critical juncture and needs a wake-up call. Enter brand storytelling – integrating entertainment into marketing strategy to connect with audiences, maintain relevance, and enhance experiences. Join global B2B marketing agency Transmission as they share an agency-produced short film capturing one of the most significant periods for IBM when they put their brand on the line and into the culture zeitgeist when they put IBM Watson on Jeopardy.
- Speaker: Celia Aniskovich, Documentary Film Director and David Reid, Vice President, Global Growth, Transmission
- Track: Content, Creative & Storytelling
Session: How Dell Broke into New Markets Using SRL to Order, 58%
Breakout 3: Luna 5-7, March 10, 03:45 PM – 04:15 PM
Working from anywhere with AI-powered capabilities is the new paradigm, and engaging today’s complex IT buying groups requires a new playbook. As a leader shaping the future of work, Dell Technologies set out to engage IT decision makers, influencers, and buying groups to capitalize on a technological ecosystem that enhances productivity, collaboration, and security.
- Speaker: Chris Rooke, CEO, Activate and Aaron Welker, Global Digital Demand Generation, Dell Technologies
- Track: AI
Session: Stop Overproducing: How to Create B2B Video That Performs Without Big Budgets
Breakout 1: Luna 1-3, March 10, 03:45 PM – 04:15 PM
In this session, Taylor Corrado, Senior Director of Brand Marketing at Wistia, shares five proven B2B video formats that consistently perform across the funnel. You’ll learn how to match the right type of video to different stages of the buyer journey, how to balance creative storytelling with performance expectations, and how to build repeatable video programs that actually deliver results.
- Speaker: Taylor Corrado, Senior Director of Brand Marketing, Wistia
- Track: Content, Creative & Storytelling
Session: Stop Scaling. Start Stacking.
Breakout 2: Luna 4, March 10, 03:45 PM – 04:15 PM
Creating an early ABM program often feels overwhelming. The expectations can be daunting: Instant results, sales teams pushing for early engagement, scrutiny from executives, a sprawling tech stack, and your regular workload piling up. It’s a lot to manage. These pressures often stem from the drive to scale quickly, but why rush to expand something untested? Instead of aiming for a large-scale, “scalable” ABM program right away, what if we started smaller and smarter? Signal Stacking, offers a more intuitive approach to building ABM programs in 2025. By focusing on signals, you can craft a program that not only works but lasts.
- Speaker: Mason Cosby, Founder & CEO, Scrappy ABM
- Track: GTM Strategy; Advanced ABM; Measurement & Data
Session: Champion to Consensus: Practical Buying Group Coverage That Improves Conversion
Breakout 3: Luna 5-7, March 10, 04:30 PM – 05:00 PM
Buying decisions do not happen in a straight line, and they do not happen with just one champion. Most pipeline friction today comes from being under-covered across the buying group, even when intent signals look strong. In this 30-minute panel, we will pressure-test three common myths that limit buying group engagement, then share a practical coverage model you can take back to your GTM team. Expect real examples, clear metrics, and simple plays to expand from one engaged lead (the Champion) to buying-group consensus.
- Speakers: Terry Arnold, Senior Director of Demand Strategy, DemandFactor, Inc; Greg Brown, Vice President of Marketing, www.melissa.com; Whitney Goldstein, Head of Marketing at Gorilla Logic, Gorilla Logic; Rick Robinson; Senior Vice President; DemandFactor, Inc.
- Tracks: GTM Strategy; Advanced ABM; AI
Session: From Pit Lane to Pipeline: Accelerating Business Growth with Cisco’s Game-Changing Sponsorship Strategy
Breakout 2: Luna 4, March 10, 04:30 PM – 05:00 PM
This session is designed for demand generation, Sales, and Marketing leaders eager to learn how to rethink their corporate sponsorships as a strategic business accelerator, delivering measurable value beyond traditional marketing plays. Discover how Cisco leveraged its partnership with McLaren Racing to unlock the power of sponsorships to foster genuine product understanding, break down Sales barriers, and create intimate customer engagements.
- Speaker: Bryan Jones, SVP, Global Revenue, Field & Partner Marketing, Cisco
- Track: GTM Strategy; Content, Creative & Storytelling
Session: When Traditional B2B Breaks: How GitLab, Shell, and Palo Alto Networks Are Reinventing ABM
Breakout 1: Luna 1-3 March 10, 04:30 PM – 05:00 PM
B2B buying has become more complex, with larger buying groups, non-linear journeys, and non-traditional go-to-market motions reshaping how ABM programs must operate. As expectations rise and resources remain constrained, marketing leaders are challenged not only to adapt their strategies, but to clearly understand what’s actually driving impact—and what isn’t. This panel dives into how leading teams are navigating modern buying dynamics by grounding their ABM strategies in high-quality insight.
- Speakers: Katrina Kilgas, B2B Digital Journey Manager, Shell Lubricant Solutions; Meilynda Le, Staff Marketing Campaigns Manager, GitLab; Brian Lubocki, Director, Enterprise Accounts, Madison Logic; Elena Salazar, Senior Omni-channel Marketing and Innovation Manager, Palo Alto Networks
- Tracks: GTM Strategy; Advanced ABM; Martech & Integration
Glow Golf After Dark – Hosted by ON24
Valley Promenade, March 10, 07:00 PM – 09:00 PM
Light up the night at the Omni La Costa greens. This is an exclusive, invite-only experience. Seats are strictly limited. Visit the ON24 Booth to secure your spot on the guest list.
