AI-Powered B2B Marketing | Accelerating Growth in 2024 Workshop

Friday, 10th May 2024 | 9.00am-4.00pm | Pullman Sydney Hyde Park

Proudly Sponsored by:

Outline Agenda for the Workshop

The field of AI is constantly evolving, and it’s growing fast; with 92% of marketing teams increasing their investments in AI in 2024. 

AI is showing up everywhere, and permeating everything we do. From predictive analytics to personalised content, ABM automation to real-time lead scoring; it’s changing the way we market and making it possible to drive deeper connections with our customers. 

But, with an abundance of new tools and ways of doing things, it can feel hard to keep up and know where to prioritise, and what to invest your time and budget into.  

A better understanding of AI and its applications is pivotal in unlocking its full potential and helping your teams harness everything AI has to offer. 

In this full-day interactive masterclass, you’ll learn the key technologies shaping artificial intelligence (AI) in B2B marketing and how best-in-class brands are embedding it to dial up their marketing productivity, creativity, and performance.

What you’ll learn:

  • Learn the real, practical, tangible impact of AI in B2B marketing; explore it’s helping overcome some of marketing’s biggest challenges
  • Navigate the key technologies shaping AI with jargon-free explanations
  • Building AI-enabled marketing teams; how AI is shaping the skill sets marketers need most in 2024
  • Guided walk-throughs of the new AI technology showing up in your existing martech stack and impacting Meta and Google.
  • Get hands-on with our pick of AI tools and priority use cases for AI in every B2B marketing discipline.
  • Test drive time-saving AI tools from research, market intelligence, data analysis and customer insights to ideation and planning
  • AI-powered content creation – get hands-on and explore the latest image generation, copywriting and video editing tools. 
  • Walk away with actionable strategies to infuse AI into your day-to-day workflows to improve productivity and performance.
  • Ask better questions of your internal teams, agencies and/or tech vendor AI teams

Who is this workshop for: 

This workshop is suited to marketers of all levels looking at incorporating gen-AI into their strategy, planning and day-to-day workflows. 

  • Marketing Leaders
  • Directors & Heads of Marketing
  • Brand & Content Managers
  • Digital Marketing Managers
  • Marketing Managers
  • ABM & Lifecycle Marketing Managers

What sets this workshop apart?

Direct applicability: We’ll guide you through the steps in our 2024 Marketing AI Canvas to map out actionable AI initiatives tailored to your team’s needs.

Hands-on: Test drive the latest AI-powered tools from research to content creation, and discover priority use cases for every B2B marketing discipline.

Learn more here

Your Presenters:

Catherine Toms, Digital Marketing Strategist, Consultant & Educator

Stephen Toms, Digital Marketing Strategist, Consultant & Educator

“The Toms” have dedicated the past 20 years helping marketers navigate the next unchartered territory. Having worked with some of the world’s biggest brands, Catherine and Stephen have navigated and understood the implications of the ever-changing and fast-paced realm marketers face and equipped themselves to guide, strategise and provide solutions for marketers globally.

Having spent over 20 years as a senior commercial digital & marketing leader – both agency and in-house – Catherine’s worked with some of the world’s biggest brands to help them become more digital-first, data-driven and customer-centric for growth. Experienced in delivering highly-impactful, results-driven training programs to transform the marketing departments of some of the world’s most innovative companies including Mercer, Twitter, DBS, Danone and BP.

Steve’s career started in education before shifting to specialise in digital in 2014. As General Manager of a Global Sports Marketing Agency, Steve advised some of Australia’s biggest sporting brands and clubs on their digital strategies to drive growth. Today, he works with some of the world’s most innovative brands to upskill their marketing teams. He’s trained over 9,500 business leaders and marketers, in over 20 countries. An unshakable optimist with a positive teaching style Steve’s sessions are motivating, inspiring and full of practical ideas to implement.

What our clients say:

“Like jumping into some glacial water – I emerged from this workshop invigorated and ready to go. Thanks to ‘The Toms’ who curated a fun and interactive day and helped strip away the noise to identify some of the specific tasks and tools we can be using now in marketing to stay on top of this exciting new technology.”

Anonymous – Senior Marketing & Communications Manager 


The workshop is a great mix of practice and theory,  well suited to marketers looking at incorporating gen-AI into their day-to-day workflows. Working with the Toms helped reinforce my experiments in generative AI as well as investigating new approaches I hadn’t considered before. To top it off, the Toms create a welcoming atmosphere that helps participants to share and learn from each other. 

Alberto Polintan – Market Analyst – NEC

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