THE [UN]BECOMING OF AI

Full strategy, quick wins with money pages, content recommendations, why so much technical SEO is BS, how to barge your way into LLMs, how to outrank GIANT competitors, earn brand mentions and backlinks for free measurement reccos.

ABM has a habit of starting big and then fizzling out. One quarter in, the pipeline looks the same and leadership is asking why you're still doing it. In this session, Mason Cosby shows you how to build a programme that earns the right to scale. You'll map the signals your buyers are already sending and turn them into proof before anyone thinks about pulling the plug. AND, Mason will pick one person from the audience and diagnose their ABM live. Come ready!

What You’ll Learn:

• How to take clear stock of the organic buyer signals you already have, and stack them into early wins
• How to diagnose where your ABM motion is stalling and which gaps to fix first
• The language that gets you leadership buy-in.

AI can help you make more content, faster. Cool. So can everyone else. And when everyone has access to the same tools, the same prompts, and the same endless pile of “best practices,” we all start sounding suspiciously alike. That's why your feed is as interesting as watching paint dry.

So we’re not spending this session talking about why you need a POV. I'm going to show you how to workshop yours.

Come ready to work. You’ll leave with a solid idea on how to find your differentiated POV, not another list of AI prompts and empty playbooks.

What You’ll Learn:

• Find the sameness. What does everyone in your space keep saying that’s basically become wallpaper?
• Find your angle. Where does your experience tell you something different?
• Figure out if you actually have a POV. Because “people buy from people” and “know your customer” ain’t it.
• Turn it into something useful. Take that POV and build actual content around it instead of posting the same take 47 different ways.

Publishing a report once is a campaign. Naming a problem people can’t stop talking? That's an entire GTM strategy. I’ll use the process that's responsible for our annual Evidence Gap Report (our first original research report that influenced $2.25M in revenue) to show how to find your angle, name the problem, and turn one original research project into months worth of impact.

What You’ll Learn:

After the workshop, attendees will be able to:

• Spot a sharper research angle than another “state of X” report.
• Name + claim the problem their research will investigate.
• Turn that angle into a hypothesis and a question set that gets them compelling angles (not confusing mixed messages).
• Plan how to use the findings across their marketing, not just in the report.

Content marketing has traditionally been relegated to SEO, AEO, blogs, and the occasional whitepaper. The best content marketing I've seen, however, is either an exercise in curiosity, a passion project, or a series of insights that subvert narratives. We attempt to do this all the time at Plum. In this session, we will explore the process of identifying an idea, pitching it to leadership, executing it well, and measuring success (not ROI) for a content marketing strategy.

What You’ll Learn:

• Where you can find left field, editorial idea.
• How do you articulate it so that your CEO gets it?
• Drawing boundaries between AI and original writing
• Going from a first draft to an AI-generated mid-point to a human-edited piece.
• What is success?

The best events at a conference aren't usually on the official agenda. They're the small, invite-only experiences that everyone wishes they'd been invited to.

Vector VP of Marketing, Jess Cook, will share how her team built The Ghost Tour Tour: a series of private dinners followed by walking ghost tours, held alongside the marketing industry's biggest conferences. And (most importantly) how that series translated into real pipeline and revenue.

What You’ll Learn:

You'll walk away with a practical playbook for:

• Using brand, naming, and experience design to make your event the one people pick over every other invite that week
• Deciding who to invite, and filling the room with a push-pull mix of inbound invite requests and targeted one-to-one outreach
• Overbooking on purpose so no-shows don't leave you with empty seats
• Designing an experience guests remember (and post about in social!), instead of an agenda they sit through

Sales needs a one-pager. The CEO saw something on LinkedIn. A competitor launched a podcast. Your SEO tool found another keyword. And somehow, that becomes your content strategy.

In this practical session, Yulia will walk you through the exact workflow that helped her move away from random acts of content to the system she uses to turn closed-won call recordings and CRM data into a content plan. You’ll learn how to identify the narratives, audit your existing content against them, prioritize what to create next, and track the impact of your efforts - so you can show Sales exactly how content contributes to the metrics they care about.

What You’ll Learn:

You’ll leave with the prompts, templates, and framework to run the same workflow yourself.