Taking a look at the schedule for this year’s Content Marketing World conference through a B2B marketer’s lens, there one thing that is clear: marketers are focused on standing out with a mix of human creativity, AI-driven innovation, and data-backed strategy. From Adobe’s vision for the future of AI in creativity, to IBM redefining thought leadership as a marketing essential, to SAP and MassMutual showing how data and analytics can unlock growth, the sessions we’re most excited about all point toward the next level in B2B content marketing.
It should come as no surprise that these focus areas are also well aligned with many of the same principles at the heart of our own Best Answer Marketing system, from building trust and credibility, to leveraging data for smarter strategy, to driving full funnel outcomes through thought leadership content.
To help marketers tap in to this next level of content quality, reach and performance, TopRank Marketing will be on hand during the CMWorld conference this year in two ways:
- Our CEO Lee Odden will be presenting Wednesday, September 17th on How to Break Free of Boring B2B by using the BAM system of creating data-informed, trusted and experiential content with multi-channel visibility.
- I’m also personally excited to be the track host for the Social Media/Creator Marketing track on Wednesday, September 17th.
Check out these B2B Marketing sessions at Content Marketing World 2025
When you look at the list of potential sessions to attend at this year’s Content Marketing World, it may seem endless. If you work in B2B marketing, you might be worried that all the sessions are meant for the flashy B2C folks. Never fear! The B2B companies are well represented and we’ve curated a list of some of the top sessions on B2B marketing topics for you.
Core Concept Workshop: Leveling Up: Your Roadmap to Success in Content Marketing
Speaker: Bria Bell, Vice President – Speaker Bureau Lead, NAMR & LATAM, J.P. Morgan
Date: Monday, September 15
Time: 10:45 am – 12:15 pm
Why we’re excited: J.P. Morgan is a global financial services leader. This workshop will offer a unique perspective on content marketing from a major player in the financial industry.
Deep Dive Workshop: How to Create an Unignorable Personal Brand on LinkedIn
Speaker: Heike Young, Head of Content, Social, & Integrated Marketing, Microsoft
Date: Monday, September 15
Time: 1:15 pm – 4:15 pm
Why we’re excited: Microsoft is a global technology leader and Heike is a rock star at creating great content for LinkedIn. This workshop will offer practical advice on personal branding from a senior marketer at one of the world’s most recognizable B2B brands.
Keynote: Human Creativity to the Exponential Power of AI
Speaker: Hannah Elsakr, Global Head of New Business Ventures & Founder of Firefly (Generative AI) for Enterprise, Adobe
Date: Tuesday, September 16
Time: 8:45 am – 9:05 am
Why we’re excited: Adobe is a giant in the creative and marketing technology space. This keynote will provide insights into the future of AI in content creation from a leading B2B brand that is shaping the industry.
Keynote Panel: Content Marketing World 2025: Break Through Secrets from Content Marketing Hiring Managers
Speakers:
Stephanie Losee, Director, Executive Editor, Salesforce
Robert Rose, Chief Strategy Officer, Content Marketing Institute
Melanie Deziel, Speaker, Author & Coach, MelanieDeziel.com
Tamsen Webster, Bestselling Author, Keynote Speaker, Founder, The Message Design Institute
Bennie Johnson, Chief Executive Officer, American Marketing Association
Wil Reynolds, Founder and CEO, Seer Interactive
Date: Tuesday, September 16
Time: 2:05 pm – 2:40 pm
Why we’re excited: This panel is a who’s how of B2B marketing and a rare opportunity to for rapid-fire insights from six industry leaders covering the full spectrum of modern marketing-strategy, creativity, storytelling, community, distribution, and measurement. All of which are sure to equip attendees with both inspiration and practical guidance on how to break through the noise and lead with impact.
Turning Content into Data: The Key to AI Visibility and Control
Speakers:
Caerley McShane, Global SEO Lead, SAP
Martha van Berkel, Guelph, Schema App
Date: Tuesday, September 16
Time: 2:05 pm – 2:40 pm
Why we’re excited: SAP is a global enterprise software leader. This session will share how SAP has successfully leveraged structured data to enhance its content strategy and improve search visibility, providing valuable insights from one of the world’s largest B2B technology companies.
Activating Growth with Journey Analytics: Case Studies
Speakers:
Ling Cui, Head of Marketing Analytics, Research and Technology
Lin Yuan, Head of Journey Analytics & Data Foundation, MassMutual
Date: Tuesday, September 16
Time: 2:55 pm – 3:30 pm
Why we’re excited: MassMutual is a Fortune 100 financial services and life insurance company that provides comprehensive B2B employee benefits and institutional solutions. Lin Yuan serves as Head of Journey Analytics and Data Foundation, and is sure to bring valuable insights from a major player in the financial services industry.
How to Break Free of Boring B2B Content
Speaker: Lee Odden, CEO, TopRank Marketing
Date: Wednesday, September 17
Time: 10:30 am – 11:05 am PDT
Location: Room 11
Why we’re excited: At TopRank Marketing we believe it’s time for B2B marketing to break free of being boring. With Lee’s advice and the BAM system, B2B brands can creatively stand out, authentically engage with customers and drive full funnel outcomes from brand to demand to revenue.
GTM Survivor Island: Outplay the Noise. Outqualify the Names. Outconvert the Chaos
Speaker: Josh Baez, Sr. Manager, NetLine
Date: Wednesday, September 17
Time: 11:20 am – 11:55 am
Why we’re excited: NetLine is a leading B2B content syndication and lead generation platform that we’ve had the pleasure to work with on some really creative projects. This session looks pretty creative too and will undoubtedly provide actionable strategies for B2B lead generation.
Stop Guessing, Start Knowing: How marketers can ensure the success of their messaging and campaigns before they launch
Speaker: Omar Akhtar, Director, Content Marketing, UserTesting
Date: Wednesday, September 17
Time: 12:10 pm – 12:40 pm
Why we’re excited: UserTesting is a leading B2B user experience research platform. This session will provide valuable insights into data-driven content strategy from a fast-growing B2B technology company.
Quit Hacking AI – Build Content that Humans and Agents Can’t Ignore
Speakers:
Zoe Hawkins, Director of Content Marketing, Sumo Logic
Jeff Coyle, SVP, Head of Strategy, Siteimprove
Date: Wednesday, September 17
Time: 12:10 pm – 12:40 pm
Why we’re excited: This joint session features two B2B technology companies at the forefront of AI and SEO. It will offer a practical playbook for creating future-proof content.
Thought Leadership as the 8th P of Marketing
Speakers:
Cindy Anderson, CMO, Global Lead, Engagement & Eminence, IBM Institute for Business Value
Anthony Marshall, Senior Research Director, IBM Institute for Business Value
Date: Wednesday, September 17
Time: 3:10 pm – 3:45 pm
Why we’re excited: IBM is a global technology and consulting powerhouse. This session will provide tangible strategies for measuring the ROI of your content, a crucial skill for every B2B marketer.
As you can see, B2B content marketing topics are well represented at CMWorld giving attendees the opportunity to dig in to everything from data to AI to creativity.
Besides the sessions, the networking at Content Marketing World is an amazing opportunity to discuss ideas, challenges, make new connections reconnect with our longtime friends. If you’re attending Content Marketing World in San Diego this year, be sure to connect with Lee Odden or me online or at the event.
Since TopRank Marketing has presented, collaborated with and even helped promote Content Marketing World since it started, we know this event is more than just a conference; it’s a community. In times like these, community is more important than ever and connecting with other professionals committed to improving their craft and moving the world of content forward sounds like a great investment.
See you in San Diego!
About the author
Debbie Friez is the agency’s Associate Director of Social and Influencer Marketing. Her 9+ years at TopRank Marketing, plus her diverse background in public relations and business development helps her lead our social media and influencer marketing teams. Debbie works closely with our robust network of B2B influencers across a variety of industries, providing influencer marketing program management and consulting for our top B2B tech and enterprise brands. She also is one of the best friends you can find, who is always in the know on the best restaurants, and happenings around Minneapolis.
