The only conference for small B2B marketing teams with Big ambitions

Every B2B product suddenly has an “AI-powered” something: features, copilots, widgets, vibes. Between investor pressure, board decks, and AI billboards on every highway, it’s no surprise most teams default to the same vague, over-promised messaging.

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In this session, Kira Klaas shares a practical framework for marketing your AI product or feature without hiding behind buzzwords. From deciding when AI should actually be part of your positioning, to keeping transparency and differentiation intact, she’ll show you how to talk about AI in a way that feels clear, honest, and not just “of the moment.”

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What you’ll learn about:

• Differentiating your AI messaging in a market where everyone claims the same “AI-powered” edge
• Deciding when your AI feature deserves the spotlight and when it should support the story, not lead it
• Pushing back on unhelpful “do it with AI” pressure from execs and investors with smarter narratives and trade-offs

If you’ve ever fought to defend brand work in a company that only celebrates what can be measured, this session is for you. Because the hardest part of brand marketing isn’t creativity — it’s credibility.

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In this session, Matt Maynard shares how to bridge the gap between what marketing science tells us about how brands grow and what it actually takes to make that happen inside performance-driven organizations. You’ll learn how to connect evidence-based principles to real-world decision-making, show progress in ways leadership understands, and build belief in brand as a true driver of growth. Because if you can’t prove brand drives the business, someone else will prove it doesn’t.

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What you’ll learn:

• How to connect brand activity to business outcomes leadership already values
• Metrics that make brand performance visible and defensible
• How to reframe brand conversations for credibility and buy-in

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Most B2B marketing content is disposable—consumed once, then forgotten. But what if your content was so unique, it became a magnetic asset that pulled buyers in? AND so ownable your competition couldn't touch it with a 40-foot pole?

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In this talk, Jess Cook shares how Vector builds their marketing around their brand's intellectual property: their people, mascot, podcast, and self-deprecating humor. You'll learn the difference between content that can be cloned and content that puts you light years ahead of the competition, shifting you from renting attention to owning it.

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What you’ll learn:

• Why being forgotten is the most expensive problem in B2B right now
• How to turn content into IP — assets competitors can’t clone
• Why ownable content builds lasting advantage in crowded markets
• The mindset shift from “producing content” to “developing brand assets” and why that changes how you plan and prioritize

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Humour in B2B still feels like a risk. Which is strange, considering boredom is the bigger one. If your brand only wheels out humour like a fake Christmas tree — once a year, then back in the loft — you’re not alone.

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In this session, Luke Winter argues that humour isn’t decoration; it’s differentiation. He'll explain why funny brands are memorable, why most companies talk themselves out of humour, and how even small marketing teams can use simple, repeatable ideas to create content people actually notice.

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What you’ll learn:

• The business case for humour: why funny is memorable, measurable, and commercially smart
• A simple framework to find relatable audience truths, exaggerate them into concepts, and avoid “forced” jokes
• Creating recurring characters, running jokes, and a consistent tone instead of one random, seasonal stunt
• Tactics and examples to get buy-in from leadership who worry their audience is “too serious”

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AI can write, design, and optimize - but it can’t imagine.

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This session goes beyond inspiration to show exactly how to operationalize modern brand systems - from structuring your knowledge base to designing brand agents that think with your brand’s voice and values. Then, we’ll pivot to the human side: where to apply creative instinct, how to generate truly original ideas, and how to develop strategies that break through the algorithmic noise.

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What you'll learn:

• How to build and operationalize brand agents that extend your team’s creative and strategic capacity
• What to automate and what to imagine - finding the balance between scalable systems and human originality
• How to structure your brand knowledge base to make your intelligence reusable, adaptive, and on-brand
• How to generate standout ideas that cut through sameness and create emotional connection in an AI-saturated world

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When your buyers are hard-to-reach enterprise execs who ghost ads and side-eye marketing, brand is how you earn a seat at the table. It’s how you build credibility in rooms your sales team hasn’t even entered yet.

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In this session, Ari Yablok breaks down how to use brand to win trust with skeptical decision-makers: from building an AI-powered thought-leadership engine that lets experts sound like their human selves, to sweating the “last 10%” that signals trust and precision. This is brand as the bridge between story and sales.

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What you’ll learn:

• How brand builds access before sales builds pipeline
• How AI can help scale thought leadership without losing authenticity
• Why credibility is a GTM metric, not a marketing one
• The “last 10%” mindset that makes great brands feel like great products

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The best distribution strategy most startups have? The founder.

The problem? It doesn’t scale.

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In this session, Adam Holmgren breaks down how to channel a founder’s voice into a brand story that attracts, converts, and compounds. He’ll show you how to turn the founder’s perspective into a consistent, repeatable part of your content engine, and using that voice to build a brand that travels further than the founder’s LinkedIn feed.

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What you’ll learn:

• Turning founder energy into a repeatable brand and distribution engine
• Building content systems that scale founder storytelling across channels
• Balancing the founder’s personality with the company’s brand identity

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Influencer marketing often gets dismissed after one underwhelming post. Not because it’s broken, but because most programs rely on big names, one-off collabs, and no real system behind them. In reality, the problem isn’t influencers; it’s how teams work with them.

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In this session, Akshaya Chandramouli lifts the hood on how Storylane treats influencer marketing as a distribution channel built for real reach. She'll break down how small teams can partner with the right creators, treat them like strategic partners, and make the whole motion feel a lot more repeatable and less intimidating — without big budgets or performative collabs.

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What you’ll learn about:

• Identifying the right creators for your brand, not just big names with bigger follower counts
• Turning influencers into a reliable distribution channel for every launch, not a one-off stunt
• Creating systems to onboard (and offboard) creators for clarity, context, and long-term trust
• Tapping customers and employees as high-credibility voices who tell authentic stories

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