5 Tactical Ways To Grow Organically on LinkedIn

Marketers always want to know, ”what will change?” Let’s explore a more important question, ”what won’t change?” We believe that there’s never an advantage to following the crowd— especially in marketing, where the crowd is usually wrong. The B2B Institute presents 6 new B2B trends for the contrarian marketer. These bite-sized, story-led ideas challenge traditional approaches to strategy, creative, distribution and measurement, offering paths to outperform competition. These little-known best practices provide a significant competitive edge to those willing to reject consensus opinion.

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.

Kids instinctively find the smartest, easiest way to win. What if AI Agents could give your GTM team the same edge? In this session, you’ll learn 8ish practical AI Agent use cases that will make your GTM strategy smarter, faster, more intuitive, and more effective. You’ll also learn how to cut through the fuzziness of how AI Agents actually work—so you can move beyond hype to real implementation. While others spend time debating AI, you’ll leave with real-world applications that give you a competitive advantage. The question is: will you be the first to implement them?

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.

ABM isn’t what it used to be—and that’s a good thing. In this hands-on workshop, we’ll break down what modern, high-performing ABM really looks like in 2025. You’ll learn how to move beyond generic account lists and anonymous intent to build personalized, signal-rich campaigns that target the right people and drive real pipeline. From generating your own first-party signals to building contact-level attribution models, this session gives marketing the frameworks, workflows, and GTM alignment needed to make ABM perform— compliantly, predictable, and powerfully.