Conference: Oct 5-6
Workshops: Oct 7
The new B2B playbook: Built for ghosts, bots and dark social
Lauren Yanez (Sr. Brand Marketing Manager, Brightspot)
Jessie Kennedy (VP of Marketing, Brightspot)
Location: Room 103
Date: Monday, October 5
Time: 11:30 am - 12:00 pm
Pass Type:
All Access, Digital, CMWorld 2-Day, CMWorld 3-Day -
Get your pass now!
Session Type:
Sponsored Session
Audience Level:
Intermediate
Track:
Partner Case Studies
Vault Recording: TBD
Audience Level: Intermediate
The old B2B playbook has fundamentally broken thanks to the rise of GenAI. With 94% of buyers using AI to synthesize requirements without ever clicking through to a website, what used to be leads are now ghosts until the final stretch of the buying journey. This shift means marketers must challenge past strategies and budget allocations to capture the hearts and minds of buyers. In this session, we’ll walk through our real marketing playbook to show you how we adapted — and what’s working in a world where gated content is dead, brand authority is king, and AI owns the narrative.
Takeaway
- See winning content workflows that improve LLM visibility without bogging down your team
- Grasp what dark social actually means and how to successfully show up authentically in online communities like LinkedIn and Reddit
- Create a plan to replace gated and passive content with SME-driven utility, without wrecking your pipeline
- Learn how to audit your tooling ecosystem and reporting to ensure you're measuring what actually moves the needle for your business