Get in Front, Milwaukee 2026

Opening Remarks

Kickoff: The day ahead and what you'll walk away with

Revenue growth got harder in 2026, but a specific group of B2B marketers is still hitting their numbers. What do they know that the rest of us don't? Lynn Tornabene, CMPO at Anteriad, walks through findings from the fifth annual B2B Marketing Edge Report to unpack the strategies separating top performers from the pack.

The short answer: control. Winners built a stronger data foundation, activated buying groups, invested in full attribution, and earned a seat in the room where revenue decisions actually happen. Expect real numbers, and practical moves you can make on Monday morning to close the gap. 

Lifecycle segmentation isn't a tactic at School Specialty. It's the backbone of the entire marketing system. In this session, their team shows how lifecycle health shapes the revenue plan and trended outlook, setting clear expectations for growth, retention, and reactivation before a single dollar goes to work. Then they'll follow those same lifecycle definitions into activation across direct mail, programmatic, and beyond, including how partners like Anteriad help scale reach responsibly and keep media spend in check.

You'll also see how lifecycle segmentation gives marketing and sales a shared language for prioritization and performance, and how it drives reporting in a world where attribution is imperfect and purchase cycles stretch across fiscal years. No false precision here. Just lifecycle movement, site-level impact, and directional signals that support confident decisions.

Walk away with a practical model for treating activation as execution within a system, not strategy in isolation, and a clearer path to unifying planning, spend discipline, sales alignment, and measurement in complex B2B environments.

There are infinite uses for AI, some silly, some powerful. AI is famous for boosting efficiency, but boosting quality? For finding insights? For generating leads? You don’t hear much about these.

Get ready for a run-through of a comprehensive AI framework for B2B content and lead generation. You'll learn how to use AI to drive impact both at the top and the bottom of the funnel.

• AI methods for finding the hidden topics that connect

• How to train AI build a persona that provides deep insights into your buyer

• How to use AI fix your funnel and drive qualified leads

Yes, AI has changed everything, or maybe not quite. Our audience hasn’t changed. Their emotional triggers haven’t changed. In fact, the most important things haven’t changed at all.

Whether you are a DTC brand expanding into B2B or a B2B marketer looking to reignite stalled growth, converting corporate buyers requires a smarter approach than traditional marketing can deliver.​ RTIC Outdoors faced this challenge directly. Despite a strong product portfolio and an established custom shop, B2B growth had plateaued. They needed a better way to reach the right buyers, prove impact, and scale with confidence.​

See how Anteriad Growth Accelerator transformed RTIC's B2B acquisition strategy using precision audience data, coordinated multi-channel messaging, and incrementality measurement that tied marketing directly to revenue.

The best insights often come from the person sitting right next to you. Attendees can participate in casual, free-flowing chats on the trends we're all chasing and the challenges nobody wants to admit out loud.

Move between tables, bring your questions and your hard-won expertise, and leave with a few new ideas.

• Where the Next Dollar Goes: Budgets are tight, expectations aren't. If a CFO handed you an extra 20 percent tomorrow, where would it go? And what would you defend when it's time to cut? 

• AI That Actually Earns Its Keep: Cut through the noise. Where is AI producing real output for marketing teams like yours, and where is it burning time and eroding trust with your buyers? 

• The Data You Wish You Had (before you spent the budget): Every marketer swears by data. Most are running on a fraction of what they need. What would actually change your decisions if you had it, and what's stopping you from getting it? 

• Content Everyone Ignores: AI made content cheap. That made attention expensive. When every competitor is publishing the same generic blog, video, and email, how do you get someone to actually stop scrolling? 

Our moderators surface the ideas worth stealing and the questions worth chewing on. 

As B2B buyers face more choices, more information, and more uncertainty than ever before, organizations must rethink how they earn trust throughout the customer journey.

This session will examine the evolving relationship between customer experience, buyer confidence, and business growth, highlighting strategies that leading organizations are using to create relevance, credibility, and long-term loyalty in an AI-driven marketplace.  

Reset, recharge, and kick back for a bit before we head out.