Content That Scales Your Impact, Not Your Output

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.

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.

Your brand is now showing up in new places and in new ways that CMOs don’t control. LLMs, agents, and AI-powered search are rewriting brand discovery, and the smartest marketing leaders are adapting quickly. Webflow’s Chief Evangelist Guy Yalif introduces The AEO Maturity Model, a new framework to help CMOs lead their teams from publishing for Google to positioning your brand for AI-powered discovery and conversion. Learn how to assess your current state, build engaging brand experiences, and show up where AI is making decisions for your audience.