2025 B2B Trends for the Contrarian Marketer

In this candid conversation, two CEOs at the forefront of AI explore the questions every leader faces: How do you build AI systems that are safe, steerable and aligned with human values? What does scalable AI-driven growth actually look like? How do you lead through disruption when the rules are being rewritten in real-time? This isn't just another AI discussion. It's a practical conversation about navigating the most consequential transformation of our lifetime, with two leaders shaping that future every day.

Video has transformed communication, but we're entering its next evolution. Synthesia CEO Victor Riparbelli explores how AI will reshape video as profoundly as social media reshaped content consumption. Over the next decade, AI won't just make video faster and cheaper—it will make it fundamentally different through hyper-tailored videos that adapt to each viewer and experiences that respond in real time, blurring lines between watching and participating. Following the keynote, Financial Times' Cristina Criddle joins for a fireside chat on opportunities, challenges, and ethics of storytelling.

What if you could see exactly what works in marketing, backed by millions of data points? Neil Patel reveals the patterns behind high-performing content, social engagement, and conversion strategies, based on an extensive analysis of 150,000 blog posts, 3 million social media updates, and feedback from 10,000 marketers. These 25 key insights cut through the noise and spotlight where real results come from. Whether you're refining strategy or reallocating budget, you'll walk away with a data-backed playbook for smarter, more effective marketing.

If AI isn’t driving results, we’ll fix it in 40 minutes. Get hands-on with the 5F Framework to train AI on your brand for 2-3X better results. This session distills the best of HubSpot’s AI Accelerator HUG into an actionable workshop—plus, you’ll take home an AI playbook to see results by Monday. Why this matters: AI is only as good as the context you give it. To drive real impact, it must speak your brand’s language, understand your ICP, and generate insights that move the needle. After this session, you’ll turn AI into a true extension of your team—without wasting hours on trial and error.

Struggling to break through on LinkedIn? Join Daniel Murray and Mark Jung, who earned 321.21M organic impressions in 2024 with their 5 Attention Tactics. Learn the exact strategies that drove 898,648 new followers and 5.13M engagements – no paid ads required. Whether you’re building your personal brand or scaling your company page, discover how to become a Top 1% LinkedIn authority (the same approach that scaled three B2B media companies to 7 figures).

Sometimes the moves that don’t make sense are the best ones to make. Your customers don’t always make sense. Brain science research shows they often act irrationally, making choices that aren’t well considered. Now you can make that work for you with these 9 counterintuitive tactics. Find out how to use them in this surprising session. See numerous market-tested examples of brands that best the competition by rejecting best practices. You’ll gain 9 proven new ways to increase the response to your emails, ads, etc. And you’ll see why some counterintuitive thinking can be a very smart move.