A 25-person marketing team rapidly expanded by adding over 100 AI teammates within six months, revolutionizing their operations. Not only did AI accelerate existing tasks, but it also enabled new capabilities like personalized campaigns, extensive outreach, and work previously impossible due to limited headcount and time. Liza Adams demonstrates how they created custom GPTs—such as personalized content ideator, event planner, and communications drafter—and integrated them into workflows where AI tools collaborate and transition tasks among themselves and with humans. Attendees gain templates for building AI teammates, a toolkit management tracker, and a practical framework for linking AI workflows. Key takeaways include: - Building custom GPTs as specialized marketing teammates - Connecting AI teammates into collaborative workflows, rather than isolated functions - Leveraging AI to unlock growth-driving new activities, not just speed up existing processes Jessica Hreha shares actionable strategies to run AI pilots effectively and with operational discipline. She guides attendees through structuring pilots from ideation to scaling with defined goals, timelines, and decision-making checkpoints. The session covers how to intake ideas, establish success criteria, measure results, and decide what to scale or stop—avoiding pilots that stall as endless experiments. Jessica’s real-world examples and playbook ensure quick application of best practices. Many marketers struggle because they launch AI tools as eager interns without building the necessary strategic infrastructure for B2B marketing success. Erika Heald offers insights into training AI tools like custom GPTs (ChatGPT) and custom Gems (Google Gemini) through structured documentation for diverse B2B marketing roles beyond content creation. She covers essential foundations such as taxonomy, voice, and templates for scalable AI use, plus how to support campaign planning, audience segmentation, and content reuse. Businesses often have valuable insights buried in meetings and emails, while marketers scramble for fresh, relevant content aligned with buyer needs.

A. Lee Judge explains how intentional AI workflows can capture subject matter expertise and convert it into targeted content. Her session focuses on: - Using AI as a strategic content partner for smarter SME interviews and real-time market engagement - Crafting better questions to extract impactful messages for revenue-focused content - Developing authentic thought leadership aligned with sales objectives Ed Gandia helps identify bottlenecks slowing campaigns and content production, converting these friction points into AI pilot use cases. Participants learn to: - Trace work from brief to delivery, spotting recurring pain points and "stall zones" - Select and prioritize AI pilots that generate quick wins based on success criteria - Build team buy-in through demonstrable results rather than introducing more tools Ed provides a step-by-step diagnostic tool, live examples for mapping workflows, and approaches to quickly launching focused AI pilots that deliver value and foster adoption. Despite AI’s top priority status, many B2B marketing leaders face challenges with adoption, encountering roadblocks from IT, Legal, or training that leaves teams uncertain. Katie Robbert addresses this as a change management issue, not a technology one. She identifies three common organizational barriers—such as inadequate custom training and resistance from silos—and introduces the 5P Framework pinpointing where initiatives fail and how to resolve these with clear processes and governance. Katie offers an actionable plan to move beyond pilots toward sustainable, scalable AI adoption strategies that empower teams and yield measurable business results. Her practical advice helps overcome resistance and build an AI-ready organization. Together, these sessions equip marketers with the methods, structures, and strategies needed to effectively integrate AI into marketing operations, accelerate innovation, and realize lasting business value.