What’s Actually Working in B2B Marketing with AI Right Now?

B2B marketers everywhere are experimenting with AI from ABM to ad targetting to personalization, but what’s delivering real results? Join us at this lunchtime masterclass to discover 20 best-in-class case studies of real-world, practical AI adoption across B2B marketing.

What To Expect

• A brisk, insight-packed session tailored for B2B marketers, product owners, sales enablement teams, and digital specialists.
• Get inspired by 20 cutting-edge case studies of real-world AI adoption across industries.
• Learn from peer participants how they are implementing and collaborating with stakeholders, vendors and partners in implementing AI.
• Understand how AI tools and technologies have been progressing, and what applications are now open to you.
• A clear view of where AI fits into current B2B marketing tech stacks (including CRM, CDP, marketing automation) and which tools are out there to help.

Example Cases We Will Cover

• Content marketing: A DNA diagnostics firm used AI to transform a breast cancer conference into a hyperscale ABM campaign. They amplified key insights by generating 8,700+ personalized content pieces for 12,000 APJ healthcare providers.
• Market research / B2B tech: A product manager looking to conduct user interviews used an advanced multi-turn AI voice agent to pre-qualify 120+ potential panel participants. In addition to saving a hundred hours of scheduling and interviewing, participants provided 2x more sensitive and vulnerable responses as compared to a pure text based approach. AI transcription and analysis further cut down a substantial amount of time in listening to the recordings.
• AI personalized marketing: A Japanese digital solutions giant targeted 2,000+ city planning departments in SEA & ANZ with hyper-personalized outbound. Leveraging AI, a single smart city specialist, and real-time signals, they delivered bespoke content for 1:1 engagement.
• Account based marketing: A cloud communications software company used AI video avatars in their outbound email campaigns and in their ads for target accounts. Over a six-month period, they delivered 1,000+ Loom-style videos and targeted ads for 50+ accounts.
• Sales enablement: A developer focused SaaS company produced a small library of technical eBooks – tailored to each customer segment using AI. By feeding existing product documentation, FAQs, and industry research, the specialist generated multiple high-quality eBook variants over a 2 week period. This content then became the backbone of a new sales enablement program.

Example AI Technology and Tooling Nuances We Will Cover

• Speaker diarization (being able to distinguish different speakers) was previously not possible for speech to text AI. It suddenly became possible and many different applications have opened up (such as being able to transcribe a conference panel).
• AI agents previously could not interact with the world because there were no standardized interfaces for them. Such standardization is being rapidly developed and harmonized.