The B2B buying journey has fundamentally changed — and most content strategies haven't caught up.

The vast majority of content teams increased their output last year, but more content isn’t translating to more deals won. That's because the place where deals are now being won or lost has shifted. Today's buyers are 61% through their decision before first contact, forming opinions through AI-generated search summaries, peer communities, and internal buying committees. Now, the brands that win aren't defined by budget size or marquee name recognition. They're defined by something more fundamental: a brand that shows up consistently, credibly, and distinctively across every channel (whether curated and controlled, or not).

Marketing leaders need to reframe how they think about content strategy, not as a function that supports sales and product teams, but as a primary shaper of buying decisions. This session will detail a practical framework for content marketers who want to stop losing deals in rooms and conversations they never knew existed.  You’ll leave with a fresh perspective on where their content strategy needs a tune-up, and a concrete action plan to fix it.

Whether you're an up and coming brand or a household name, this session will give you the language, the framework, and the first four steps to build a content program that wins before the first meeting.

After this session, you'll be able to:

• Diagnose where your brand is winning and losing the invisible buyer journey.
• Run an AI test on your own brand.
• Create a practical framework for turning brand presence into your strongest competitive advantage.