Marketing Planning Friday Forum

EVENT AGENDA

• Boost Your Marketing Strategy With the Power of AI

  TIME: 11:30am–12:15pm LENGTH: 45 minutes

  Creating a solid marketing plan is a must-have skill for today's B2B marketer. But it's not always easy. Many teams struggle with vague planning frameworks, data overload, tight deadlines, and the never-ending pressure to "do more with less."
  
  And now, with AI entering the picture, marketers are left wondering: Where exactly does AI fit in the process of creating a marketing plan?
  
  In this hands-on session, Pam Didner walks you through how to combine your strategic thinking with AI tools to streamline planning, enhance insights, and bring clarity to your marketing approach.

  Join us to:

  • Learn the structure and flow of the 3-Act Marketing Plan, why it works, and how AI fits in
  • Identify where AI can step in to support research, planning, messaging, and presentation
  • See how to strike the right balance between human expertise and AI assistance for a relevant and actionable marketing strategy

  ---

  SPEAKER

  

  • Pam Didner
  • B2B Marketer, Speaker, Author, and Podcaster

  Pam understands the challenges business professionals face every day. With 20+ years of corporate experience in multiple roles, Pam applies her strategic thinking and tactical execution to help her clients connect the dots and solve problems creatively.

• How to Activate an Event-Led Growth Strategy

  TIME: 12:30pm–1pm LENGTH: 30 minutes

  Events aren't just standalone tactics. When done right, they're strategic growth engines driving brand awareness, pipeline, and customer loyalty.
  
  But turning events into an integrated GTM channel requires more than good intentions. It requires clear strategy and actionable alignment.
  
  This session will give you key insights to jump-start your event strategy planning for 2026.

  Join us to discover:

  • Key benefits of event-led growth (ELG)
  • How to build your event strategy with a focus on awareness, pipeline, and customer loyalty
  • A 5-stage framework to assess your event strategies and dial up your success

  ---

  SPEAKERS

  

  • Camille Arnold
  • Senior Manager, Industry Solutions Marketing
  • Cvent

  Camille leads global event and community strategies that drive revenue, elevate brand, and accelerate growth. With 15 years of experience across B2B tech, entertainment, and lifestyle, she's also the host of Checked In, a podcast for event professionals.

  

  • Kate Hammitt
  • Vice President, Marketing
  • Cvent

  Kate is a seasoned go-to-market executive recognized for driving growth in B2B and B2B2C organizations across industries. With deep expertise across healthcare, SaaS, and marketing technology, Kate is known for evangelizing event-led growth.

• Marketing Planning for 2026: Power Moves, Not Predictions

  TIME: 1:15pm–2pm LENGTH: 45 minutes

  You don't need another marketing trend forecast. You need a plan that actually drives revenue and respects your team's time.
  
  In this hands-on session, we'll ditch the bloated strategy decks and focus on what works for 2026: content with clarity, CX-led planning, and AI-fueled insight.
  
  If you're ready to lead planning season like a pro, come ready to build, refine, and walk away with a strategy your CFO—and your customers—will love.

  Join us to:

  • Audit your current marketing strategy through the lens of customer experience (CX)
  • Build SMART goals that connect content to conversions
  • Use AI to identify what to double down on (and what to ditch)
  • Choose the right channels based on behavior (not just bandwidth)

  ---

  SPEAKER

  

  • Brooke Sellas
  • CEO
  • B Squared Media

  Brooke is shaping the future of digital marketing one conversation at a time. As an award-winning CEO, she's the visionary behind B Squared Media, a boutique digital marketing agency that's redefining "social care" for industry giants like Brother International, Miele, and BCU.