B2B marketers follow the rules. But today, the thing that may not make sense is the thing that may work best. You know your target doesn't always behave logically. Scientific research shows they often act irrationally, making decisions that aren't as considered as we think.

Yet you can get more of them to consider you if you take advantage of certain surprising tactics.

Discover exactly what they are and why they work in this eye-opening session. See numerous market-tested examples. And gain 5 counterintuitive ways to increase ROI. These marketing moves may not make sense, but they do make money.

In this session, you'll learn how to:

• Gain 5 eyebrow-raising moves that could become your next best practices
• See exactly how to structure your sales and marketing messages to trigger hardwired human behaviors, using tactics like Price Order Effect, Door in Your Face Technique, and the Motivating Uncertainty Effect
• Discover why sometimes doing the opposite of what you think you should do is actually the best thing to do

As Google transitions to generative AI search, the impact on consumer search behavior, search marketing strategy, and consumers' perception of web content will be massive. Search marketers need to update their SEO strategies to effectively influence these emerging algorithms.

Join SEO and AI expert Dale Bertrand as he unpacks the technology powering Google's generative AI search algorithms and uncovers the new rules of SEO. Dale will guide search marketers through the fundamentals of generative AI search engines and provide detailed strategies to optimize effectively for generative AI search.

In this session, you'll learn how to:

• Understand how Google's generative AI search works
• Adapt as Google evolves beyond keyword search
• Position your content for generative AI discoverability

You could be marketing the most incredible brand or product in the history of the world, but no one will care about it until you figure out how to tell the story. The science of storytelling gets complicated when balancing multiple audiences, products, and the slippery slope of product vs. brand messaging.

Samantha Rideout's step-by-step B2B storytelling guide will be your new best friend and take your marketing from standard to stellar. Bonus: you'll learn what NFL pros and podcasters Travis and Jason Kelce can teach us about asking “no dumb questions” to simplify our central idea and strengthen our stories.

In this session, you'll learn how to:

• Create a flop-proof B2B story by crafting a flexible narrative structure
• Use the 3 Ls of adapting your central idea by lens, length, and levels to deliver the right message to the right audience
• Crack the code to connect with any audience by unpacking multi-level storytelling strategies

You could be marketing the most incredible brand or product in the history of the world, but no one will care about it until you figure out how to tell the story. The science of storytelling gets complicated when balancing multiple audiences, products, and the slippery slope of product vs. brand messaging.

Samantha Rideout's step-by-step B2B storytelling guide will be your new best friend and take your marketing from standard to stellar. Bonus: you'll learn what NFL pros and podcasters Travis and Jason Kelce can teach us about asking “no dumb questions” to simplify our central idea and strengthen our stories.

In this session, you'll learn how to:

• Create a flop-proof B2B story by crafting a flexible narrative structure
• Use the 3 Ls of adapting your central idea by lens, length, and levels to deliver the right message to the right audience
• Crack the code to connect with any audience by unpacking multi-level storytelling strategies