The only conference for small B2B marketing teams with big ambitions

We all have limited time, budget, and resources. So to make an outsized impact, small B2B marketing teams need to take a narrower approach to segmentation. But how do you actually do this? Marketing, sales and revenue expert Adem Manderovic is going to share his proven process to not only segment the market, but deeply understand it and build trust with it.

You'll learn how to:

• Identify your best-fit customers
• Build a roadmap of their buying journey
• Find out who is in-market vs out-of-market - so you know who to focus your attention on.

Even better - Adem will show you how to do this without the fancy tools and tech!

"If everyone is your customer, no one is your customer." Yet, most B2B startups try to position themselves for every potential user and use-case they can find. The result? The marketing falls flat, and the message gets lost in the noise. In this session, we'll help you avoid those trappings. You'll learn how to identify your true target audience and articulate your unique position in the market.

You'll discover:

• Why casting a wide net is killing your marketing (and how to fix it)
• Answering the four questions you need to position your product:
  - What is your product?
  - Who is it for?
  - What does it replace?
  - Why is it better?
• How to define your market segment: choosing between "category" and "use case" positioning
• A practical positioning canvas template that guides you through the process

And Anthony will go over real-world examples of positioning done right (and hilariously wrong!).

Most of your target market in B2B is not looking to buy something. It may be months, even years before they are. So how can marketing get into the minds of B2B buyers and plant seeds, so you are the first one they think of? A deep understanding of how and why they do things is the key. Otherwise, you'll spend money building programs that do very little to drive future business.

At this session, we're going to dive into:

• Why you need to conduct buyer research for B2B Marketing
• Why 1:1 conversations are the best form of research
• How to conduct and run solid customer and buyer conversations
• Examples of how to turn buyer insights into actionable marketing outcomes

And Ryan will be handing out some very useful resources to help you get started with buyer research!

Todays' B2B buyers are more time- and attention-constrained than ever before. Which is why it's so important to test your content ideas before investing a ton of time and resources into them. Enter Minimum Viable Content (MVC) - a low-risk way to gauge audience interest, validate ideas, and make smarter content decisions.

In this session, you'll learn how MVC lets you experiment with new stories and angles, measure engagement, and iterate for greater success. We'll dive into:

• What MVC is and why it's an important part of your content strategy.
• How MVC helps you test ideas, save time, and pivot quickly based on real-world feedback.
• The must-haves for creating high-value MVC and the nice-to-have elements you can wait on for v2.

And Jess will walk you through some tried and test examples of MVC!

Small teams can't create endless streams of new content. But what if you could multiply the impact of your best content without multiplying your workload? Content recycling helps you get the most out of your existing assets while staying focused on what resonates with your audience.

In this session, we'll show you how to make your content work harder - so you don't have to!

We'll cover:

• How to identify your highest-impact content worth recycling
• Choosing the right formats and platforms for your recycled content
• Building efficient processes that make recycling easier
• Leveraging user-generated content and team insights
• Measuring and optimizing the performance of recycled content

And Steffen will share real-world examples and practical frameworks you can put to work right away!

Chili Piper has a 2-person marketing team — but that hasn't stopped them from turning their company's collective expertise into powerful marketing content. By leveraging internal experts on their teams and real customer experiences, they're creating authentic content that resonates with their audience. In this session, Madeleine will share their playbook for generating high-quality content that people actually want to consume:

We'll cover:

• How to empower subject matter experts internally to write content for you
• Building a product use case library based on real customer stories
• LinkedIn-first distribution strategies that amplify your reach
• Simple metrics to prove your content's impact on pipeline

And Madeleine will break down a real campaign they did internally at Chili Piper — sharing step-by-step how they operationalized this approach with their teams.

Marketing channels are more bloated than ever before. It's a constant competition to not only grab attention, but keep it. Capturing mindshare of your target audience is the only way to survive in the age of absolute content saturation. But how do you do that? Through video, of course! It's the most effective way to earn that mindshare, build trust, and create pipeline. Discover how to build a video-first distribution strategy that will not only improve your brand's reach, but resonance as well.

In this session, you'll learn:

• Why video is the best way to engage with your audience
• How to integrate video throughout the customer journey
• Ways to simplify video production, distribution, and repurposing

Plus, walk away with 10 short form video types to try out!

Everyone's creating thought leadership content. Yet most of it vanishes into the digital void, reaching the wrong people - or worse, no one at all. Is the problem the content, or is it the distribution?

In this candid panel discussion, we'll dive into where the cookie crumbles for thought leadership - and more importantly, what we can learn from that.

We'll dive into:

• Common reasons why thought leadership fails to 'lead'
• Finding the right channels where your audience actually hangs out
• Smart ways to blend organic and paid thought leadership promotions (without breaking the bank)
• How to measure if people are really 'listening'
• The role personal branding plays in amplifying your message

Traditional distribution channels are getting noisier and more expensive. But companies with strong communities? Their message spreads organically through networks of engaged users and advocates.

In this session, we'll explore how community can be leveraged as a competitive distribution advantage, and the role your members play in amplifying your reach.

You'll learn about:

• How to activate community as part of your business value creation engine
• How to nurture customer and user contributions, focusing on ambassadorship and advocacy
• How to create lasting relationships with and amongst your users/customers

And Laís will share real examples from some of the communities she's helped build!

Are you obsessing over the wrong metrics? Most teams dive into marketing metrics without first understanding what actually moves their business forward. In this session, we'll unpack what not to track, what actually matters, and how to measure marketing in a way that drives real business growth.

We'll cover:

• Starting marketing measurement in the right place
• Understanding if you have enough meaningful touchpoints
• Decoding your market's unique signals and preferences
• Defining, measuring, and scaling your content assets or IPs

And Sai will share 5 big measurement mistakes to avoid at all costs!

A great marketing team isn't built by accident. Yet, most small B2B companies try to hire generalists and expect them to do everything. The result? Burnout, inefficiency, and missed opportunities. In this session, we'll help you build a high-performing marketing team by identifying the right mix of talent, and create a hiring strategy that works for your constraints.

You'll discover:

• Why the "do-it-all marketer" approach is killing your growth (and how to fix it)
• Understanding the two sides of marketing that need different skill sets:
  • The content side (positioning, storytelling, messaging)
  • The fuel side (distribution, growth, analytics)
• How to build your marketing team pipeline:some text
  • Finding specialised talent through communities
  • Qualifying candidates quickly with 15-30 minute calls
  • Using strategic assignments to evaluate fit
• Leveraging contractors and consultants to fill skill gaps and accelerate team growth

And Branca will share real-world examples from her experience building marketing teams at startups across growth stages (including what worked and what definitely didn't!).