Failing at marketing is a right of passage that too many companies try to avoid, instead of embracing it–and owning it!

In reality, the process of learning to market your business, product, or service is equally as important as the outcomes.

Every misstep and stumble is an important learning experience that paves the way for future success by providing firsthand insights into audiences, strategies, tactics, market positioning, and value props.

In this session with Karl Wierzbicki, you will learn:

• The virtues of failing
• Where companies typically fail at failing
• How to fail properly

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These days, it seems like every VC wants their portfolio companies to create a category. Many seem to think that if you can, you should do it. But, should you? It’s a decision that has big consequences on how you allocate resources.

In this talk, Thomas Shields will share the questions you need to ask to find out if category creation is right for you. You will learn:

• A framework for assessing a category creation strategy
• What most people misunderstand about category creation
• Why investors want you to pursue a category creation strategy even if it isn’t right for your business

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Most early-stage startups got stuck at one level after the first few sales. Converting the early success to a repetitive growth formula is important for any SaaS startup.

In this session, Lalit Gautam, founder and CEO of Sensegrass, is going to talk about the few key mantras to come out from this block point and go for a ride on the success train.

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In this session with Will Foust, Chief Critic at ad-versary, you’ll learn the most dangerous words in marketing–words that have destroyed projects, derailed careers, and caused more than a few tears.

We’ll learn how to never let them destroy you again.

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The New Demand Generation Paradigm in a Product-Led World Product-Led is replacing Sales-Led as the primary go-to-market motion for many businesses. This paradigm shift requires a change in marketing as well. We can no longer rely on gating content to capture and nurture leads with content. MQLs are no longer our most important KPI.

In this session, Danny Essner, VP of Marketing at Chameleon, will explore what the impact is on Marketing teams from moving from a Sales-led to a Product-led or hybrid go-to-market motion.

We’ll look at what strategies and best practices ruled the Sales-led era and focus on three new strategies marketers can employ to generate demand more effectively in a product-led environment.

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Being a one-person content machine starts with a mindset, you will be able to scale your content team with pennies on the dollar, as well as increase your SEO possibilities.

In this session with Timur Daudpota, founding partner of 2080 Ventures, you will learn:

• How to dominate SEO
• How to make money from content
• How to create a content team with pennies on the dollar

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Let’s not beat a dead horse discussing the age-old challenge of sales and marketing alignment (or lack thereof). Rather, let’s dive into the root of the issue.

During end-of-year planning, Sales and RevOps leaders are busy dissecting historical performance, total addressable market, and sales territories in order to generate segmented, AE-based pipeline and bookings goals. On the other hand, marketers are knee-deep in planning their campaign budget.

But marketers, what about the numbers!? (and I’m not just talking about MQL goals.)

I hate to break it to you–but if you don’t treat your marketing plan as seriously as sales treat their pipeline and quota plans, you will never achieve sales and marketing alignment.

In this session with Liz Sullivan, VP of Marketing at Discern, we will discuss how to generate a marketing plan that truly aligns marketing with sales and your entire organization.

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Ever wondered what to avoid when building an efficient marketing program in a market where the pressure is higher than ever?

Don’t worry, Aaron Cort has your back–he’ll go through the top 10 things to avoid based on his time growing ClickUp from $4M to $100M+ ARR in 3 years as the first Head of Marketing and now VP of Operations.

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