Key Takeaways
- 92% of B2B buyers build their vendor shortlists before they ever talk to sales — wait for the form fill, and you’re already late to your own deal.
- Win earlier by showing up where buyers research and compare, sharpening content placement, intent signals, and messaging relevance long before a prospect raises their hand.
By the time many B2B buyers speak with sales, the real competition may already be over.
That tension sits at the center of NetLine’s upcoming B2BMX Summer Camp 2026 session, “From Form Fill to Follow-Up: Demand Gen’s Survival Guide to Win Buyers Before the Shortlist.” The webinar is scheduled for Wednesday, July 22, 2026, at 12:00 PM ET and will be presented by Josh Baez, Director of Demand Generation at NetLine.
The session will focus on a critical buyer behavior stat: 92% of B2B buyers build vendor shortlists before talking to sales. For demand generation teams, that creates a clear challenge. If marketers wait until a form fill or sales handoff to shape perception, they may already be entering the conversation too late.
NetLine’s Josh Baez Returns to B2BMX Summer Camp
Baez will explore how modern B2B marketers can influence buyers earlier in the research process, before preferences harden and vendor lists take shape. The discussion will look beyond lead capture and into the moments that happen before a prospect raises their hand, including how buyers educate themselves, compare options and decide which brands deserve attention.
A key theme will be early preference-building. The webinar will examine how marketers can show up in the places prospects already use for research and decision-making, rather than relying only on late-stage conversion points. That includes thinking more carefully about content placement, buyer intent signals, messaging relevance and the path from first engagement to follow-up.
B2BMX 2026 Summer Camp Lineup
The NetLine webinar is part of B2BMX Summer Camp 2026, a multi-week virtual series from Demand Gen Report running July 15 through July 30, 2026 under the theme “Build Once, Multiply Impact.” The program features sessions from brands including Demandbase, OpenAI, Atlassian and AdRoll, with topics spanning AI, ABM, campaign orchestration, buyer engagement and pipeline strategy. New sessions drop on Wednesdays and are available live and on demand.
Explore new opportunities by tapping into new trend data and insights. Here are the speakers announced:
- Demandbase’s Stephanie McArthur will cut through artificial intelligence (AI) hype in B2B marketing with a practical, research-backed ABM framework. Discover where AI drives impact, where it falls short, and how teams can assess readiness, avoid traps, and find the best place to start.
- Open AI’s Dane Vajey details how AI helps B2B marketers build what once felt impossible, showing why daily use beats theory, how marketers can act as builders, and seven habits that drive real AI proficiency.
- Explore with AdRoll’s Hans Fischmann how AI-native GTM workflows, connected advertising, MCPs, and conversational AI are helping demand gen teams activate audiences faster, streamline execution, reduce manual reporting, and drive pipeline growth across systems and channels.
- Atlassian’s Ashley Faus will explore why trust matters most in AI-driven marketing. Faus will show how to connect with the humans behind the screen using practical frameworks, tactics, and real examples that build loyalty, strengthen relationships, and drive revenue.
So click here to see the schedule and sign up for 2026 B2BMX Summer Camp today!
