A quick round up from B2B marketing exchange at the Phoenician, Scottsdale

Icreon, a digital velocity partner, sponsored and actively participated in B2B Marketing Exchange West, the premier event for marketing and sales leaders, held from Feb 24th to 26th at The Phoenician, Scottsdale. This B2B powerhouse event featured 70+ sessions, offering a dynamic platform to connect with industry experts, explore emerging trends, and gain actionable strategies to break barriers and build stronger B2B engagement.

Throughout the event, Icreon, in partnership with Sitecore, engaged in keynotes, panel discussions, and main-stage events, while fostering meaningful connections at booth #211. Attendees explored how our digital velocity solutions unify data, content, commerce, and experiences to accelerate solution delivery and drive lasting business value.

A standout moment was our expert-led session on modernizing B2B engagement with a flexible, modular architecture, featuring Steven Lamensdorf, SVP of customer experience, Icreon, Charu Brar, Senior Program Manager, Acrisure, and Patrick Moore, Regional VP – West Enterprise, Sitecore.   

In case you missed the event, we’ve curated day-wise highlights on the sessions that occurred at the B2B Marketing Exchange 2025.

Day 1 recap – 24 February: AI takes the center stage     

Day 1 was particularly focused on the transformative role of Artificial Intelligence (AI) in B2B marketing, featuring a series of sessions and workshops led by industry experts. 

The day began with an in-depth workshop titled "Integrating AI for B2B Marketing Success," conducted by Pam Didner, author of The Modern AI Marketer Series. Didner explored innovative ways to incorporate AI bots into marketing strategies, emphasizing the creation of customized bots to streamline workflows and enhance efficiency. Attendees gained practical knowledge on optimizing prompts and building AI tools tailored to their organizational needs. 

Simultaneously, Neha Shah, Jared Roy, and Dana Peterson from Salesforce led a session on "Account-Based GTM Certification: Unlocking Revenue Growth with Modernized Strategies." This workshop provided insights into leveraging AI-driven data models to transition away from traditional MQLs, implementing the Account-Based GTM Architecture™ to design, optimize, and scale holistic strategies.

Modernizing B2B Engagement: Transforming Engagement with Personalization & Innovation

One of the standout sessions of the day focused on Acrisure's transformative journey in digital engagement, led by Charu Brar, Senior Program Manager, Acrisure, Steve Lamensdorf, SVP of Customer Experience, Icreon, and Patrick Moore, Regional VP- West Enterprise, Sitecore. The session explored how Acrisure, a leader in financial services and insurance, leveraged cutting-edge digital strategies to modernize customer interactions, enhance personalization, and streamline operations.

Related: How Generative AI is Transforming the Future of Content and Personalization

Keynote address: AI-powered content strategies for modern marketers 

The morning keynote featured Neil Patel, co-founder of NP Digital, who delivered an inspiring talk on "AI-Powered Content Strategies for the Modern B2B Marketer." Patel discussed the integration of AI in content creation and distribution, highlighting how machine learning algorithms can predict audience preferences and enhance engagement. 

The day concluded with an evening networking reception, providing attendees the chance to connect with peers, discuss insights from the day's sessions, and explore potential collaborations.

Day 2 recap- 25 February: AI, innovation & authenticity 

Day 2 at B2B Marketing Exchange West 2025 kicked off with an energizing morning yoga session, setting a positive tone for another insightful day. The day officially began at the Camelback Ballroom, where industry experts shared opening remarks, setting the stage for discussions on innovation, AI-driven strategies, and B2B marketing transformation.

The highlight of the day was the keynote by Phyllis Davidson, VP, Principal Analyst, Forrester. Over the past year, marketers managing content have faced rapid change driven by genAI, scalable personalization, and ROI pressures. In this session, Phyllis Davidson, VP at Forrester, explores how to align AI with content operations, develop a personalization roadmap, and build a robust content architecture for long-term success. 

Additional breakout sessions included sessions by Neil Patel where he shared strategies for overcoming B2B barriers through AI, personalization, and relationship-building, while Lindsay Tjepkema introduced the B.R.A.V.E. framework, emphasizing bold branding and values-driven growth. Both keynotes inspired attendees to rethink strategies, embrace authenticity, and break through the noise in B2B marketing.

For networking and connecting with each other, the event hosted various lunch and learn breaks where registered attendees engaged in insightful discussions, shared experiences, and explored new ideas in a relaxed setting. These sessions provided a valuable opportunity to connect with peers, industry experts, and thought leaders while enjoying a meal.  

As Day 2 came to a close, attendees unwound with a series of networking and social events. From the Networking & Drinks Reception to the VIP Dinner, sponsored activities, BlueWhale Research Cocktail Party, Sunset Social, pharosIQ Marketing Leaders Dinner, and Morning Brew Inc. VIP Marketing Dinner, the evening was filled with great food, craft cocktails, and meaningful conversations, rounding off the day on a high note.

Day 3 recap – 26 February: Harnessing AI & content for B2B growth 

As this event came closer to an end, the sessions and event became more interesting while hosting various breakout sessions focused on generating leads with the power of content mixed with AI prowess. 

A highlight of the day, "Building the Blueprint for Scalable Operations" led by Scott Armstrong, Justin Amendola, and Nolin LeChasseur, explored resource optimization in B2B marketing. Attendees gained actionable insights on AI-driven resourcing, cost balancing, and aligning marketing efforts with revenue goals for greater scalability and efficiency. 

Another notable session was led by Tim Johnson, President, UPRAISE Marketing + Public Relations, Inc., on Harnessing Data-Driven Insights for Strategic Content Creation- focused on how businesses can leverage data insights to create impactful content strategies that drive results. 

Additionally, leading B2B marketing experts took center stage, emphasizing the power of content and social media, especially LinkedIn, to generate high-quality leads. Discussions highlighted how AI can enhance content strategy, streamline workflows, and personalize engagement, ensuring marketing efforts drive greater impact and efficiency in the B2B space. 

Next steps for B2B marketing success

As B2B Marketing Exchange 2025 wrapped up, the event left attendees with a wealth of insights, strategies, and connections to redefine their marketing playbooks. From AI-driven personalization to scalable content operations, the sessions underscored the evolving landscape of B2B marketing. 

Icreon, as a digital velocity partner, played a key role in these discussions—offering expertise on modernizing B2B engagement, optimizing marketing resources, and leveraging AI to drive measurable impact. Whether through expert-led sessions or networking opportunities, we engaged with industry leaders to explore the future of B2B marketing. 

Looking ahead, Icreon continues to empower organizations with tailored strategies, cutting-edge technology, and a roadmap to sustained growth. Ready to accelerate your marketing success? Explore Icreon’s Digital Commerce services.