THE [UN]BECOMING OF AI

Your blog has 80 posts, a decent traffic graph and roughly zero demos to show for it. Now leadership wants to know why you’re not showing up in ChatGPT either.

In this session, Sam shares the full strategy he uses to help B2B companies turn search into pipeline within 90 days. He’ll start with the quick wins sitting on your money pages, show you which content is worth making, and explain why most technical SEO advice is a distraction for small teams. Then he gets into the fun part: how to barge your way into LLM answers, outrank competitors with far bigger budgets, and earn brand mentions and backlinks without paying for them.

What You’ll Learn:

• Where to find quick pipeline wins on the money pages you already have
• Which technical SEO fixes matter and which ones you can safely ignore
• How to get your brand cited in LLM answers and outrank much bigger competitors
• How to earn brand mentions and backlinks for free
• What to measure so you can show leadership that search is driving pipeline

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 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.

By the time a buyer searches for you or asks ChatGPT for options, the shortlist is already written. It got written months earlier, while they were scrolling LinkedIn, by the brands that showed up with the right message at the right stage. Run the same “book a demo” ad at everyone and you’ll pay for plenty of impressions and get remembered by nobody.

In this session, George walks you through the 5 Stages of Awareness process The B2B Playbook uses to map LinkedIn Ads to where buyers actually are, so you’re remembered long before they’re ready to buy. Then he’ll tear down Sam Dunning’s LinkedIn Ads account live, stage by stage, from cold reach through to booked demos.

What You’ll Learn:

• How to map your LinkedIn Ads to the 5 Stages of Awareness so every ad has a job, not just a CTA
• How to run cold and warm audiences together, so early-stage reach turns into later-stage pipeline
• How to tell if it’s working when most buyers never click, and what to fix first

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. Tas is 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.

You know how “State of” reports go. A launch post, a webinar, a few stats doing the rounds on LinkedIn for a week. Then the whole thing retires to a gated PDF that nobody opens again until next year’s edition.

Publishing a report once is a campaign. Naming a problem people can’t stop talking about is a whole GTM strategy. In this session, Jillian walks through the process behind UserEvidence’s annual Evidence Gap Report, the team’s first original research report, which went on to influence $2.25M in revenue. She’ll show you how to pick a problem worth researching, name the problem before anyone else does, and stretch one research project into months of marketing.

What You’ll Learn:

• How to find a sharper research angle than yet another “state of X” report
• How to name and claim the problem your research will investigate
• Turning that angle into a hypothesis and question set that gives you clear findings, without the mixed messages
• Planning how the findings show up across your marketing, long after the report goes live

Somewhere along the way, content marketing turned into a keyword spreadsheet with a blog attached. SEO, AEO, the odd whitepaper. Repeat until someone asks about pipeline.

The content people remember tends to start somewhere else. A question someone couldn’t let go of, or an insight that pokes a hole in the story everyone else is telling. In this session, Gana shares how the team at Plum chases those ideas on purpose, and walks through the whole process: spotting an idea worth pursuing, pitching it so leadership says yes, writing it with AI in the right places, and working out what success looks like when ROI is the wrong question.

What You’ll Learn:

• Where to find left-field editorial ideas worth chasing
• How to pitch a curious idea so your CEO gets it and backs it
• Where to draw the line between AI assistance and original writing
• A workflow that goes from human first draft to AI-assisted middle to a human-edited final piece
• How to define success for curiosity-led content when ROI isn’t the right yardstick

Reach is a rental. You pay the algorithm every time you want to be seen, and the rent only goes up. A newsletter is one of the few places you can build an audience that’s yours.

It’s also an ask. You’re asking to show up in someone’s inbox again and again, so you’d better have something worth saying again and again. Plenty of brands launch one with great intentions, run out of steam by issue six, and let it quietly gather dust in their email tool.

In this workshop, Pallavi shares what she’s learned building newsletters and editorial homes for Draftt’s clients. She’ll help you figure out whether a newsletter is the right channel for you at all, pick a format that suits your team and your audience, and set up a cadence you can keep going long after the launch buzz wears off. Come with a rough idea (or none at all) and leave with a newsletter concept and a first-quarter plan you can start on.

What You’ll Learn:

• How to tell whether a newsletter is the right channel for you, and when it isn’t
• The main types of B2B newsletters, from curated roundups to editorial essays to podcast companions, and which one fits your team
• How to build a format with recurring segments readers start to look forward to
• Setting up a cadence and production workflow a small team can sustain
• What to track so you know whether you’re earning trust or just sending emails

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. And they do something a booth never will: give people a reason to trust you before they ever take a sales call.

In this session, Jess 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. You’ll see how a few hours over dinner (and a few ghost stories) turned strangers into a community that keeps showing up for Vector, and (most importantly) how that series translated into real pipeline and revenue.

What You’ll Learn:

• 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’s your content strategy now.

In this hands-on session, Yulia walks you through the workflow that got her out of random acts of content for good. It starts with the conversations that closed deals: closed-won call recordings and CRM data, turned into a content plan built on what buyers said, not what someone requested in Slack. She’ll show you how to find the narratives that win, decide what to make next, and track the impact so you can show Sales exactly how content moves the numbers they care about.

What You’ll Learn:

• How to pull winning narratives out of closed-won call recordings and CRM data
• Auditing your existing content against those narratives to find the gaps
• Prioritising what to create next, without caving to whoever asked loudest
• Tracking content’s impact in the metrics Sales already watches
• The prompts, templates and framework to run the same workflow yourself

If your AI reporting means exporting a CSV, pasting it into a chat window and getting back advice that could apply to any company on earth, you’re doing it the hard way. Leadership still wants to know which accounts are moving, not what your CTR did last week.

In this session, Justin walks you through the setup his team uses to run LinkedIn Ads analysis with Claude. You’ll start with a project that knows your positioning, then add skills that turn your best prompts into repeatable reports. Finally, he’ll connect it all to DemandSense through MCP, pulling live ad, CRM and website visitor data to find the accounts showing real buying intent. You’ll leave with a system one person can run every week, and reports leadership reads past the first slide.

What You’ll Learn:

1. Setting up Claude so it knows your business with four foundation docs (company recon, competitive white space, audience targeting and messaging)
2. Turning your best prompts into skills for the reports you run every week, month and quarter, so the output stays consistent and the frameworks stay yours
3. Connecting Claude to your ad data with MCP to cross-check LinkedIn ad exposure against CRM pipeline and identified website visitors
4. Reporting in the language leadership speaks, with ABM and audience segment reports that swap CTR and impressions for named accounts and pipeline influence

Plus, he'll share a folder of the Claude skills he uses, a Claude project setup template, and a DemandSense free trial with MCP access for attendees!