About this session

The marketing platform era promised a unified path to pipeline - ABM engines, intent feeds, the whole stack. It delivered dashboards.

For many marketing leaders, the reality is a bloated tech stack, intent signals they can't trust, and campaign metrics that look great until the board asks about revenue. AI was supposed to solve this. It hasn't - at least not automatically.

In this candid, no-fluff session, DemandScience CMO Bill Hobbib and a guest marketing leader pull back the curtain on what's actually breaking in the modern B2B marketing stack - and what high-performing teams are doing differently.

This isn't a vision deck. It's a frank conversation about the shift from platform-centric ABM to intelligence-led, pipeline-first programs that actually convert.

What you'll take away

  • Why the ABM platform model is collapsing. The specific structural reasons AI alone isn't filling the gap it leaves behind.
  • The "Marketing Data Mirage" decoded. How to identify when your campaigns are producing signals vs. producing pipeline, and where AI genuinely accelerates the fix.
  • What the post-ABM stack actually looks like. The capabilities - not the platforms - that leading teams are consolidating around to drive predictable revenue.
  • How to rebuild without adding more tools. A practical framework for simplifying execution while increasing pipeline output.
  • The new role of the CMO in a pipeline-first org. How marketing leaders are repositioning their teams, metrics, and conversations with the C-suite.

If any of this sounds familiar, this session is for you...

"Our metrics look great. Our pipeline doesn't."

MQLs climbing, engagement up, content performing - but none of it translates to revenue. We'll diagnose exactly why this disconnect happens and how to close it.

"We've added AI tools and still aren't generating better pipeline."

AI was supposed to be the unlock. Instead, it's added another layer of noise. We'll separate what AI can genuinely do for demand from what it can't - and where the real leverage is.

"We can't trust our intent data."

Most marketing leaders report unreliable or inflated intent signals. If you've been burned by intent data that didn't convert, we'll show you what verified buyer intelligence actually looks like in practice.

"We're spending more time managing the stack than running programs."

The promise of the ABM platform era was efficiency. The reality for most teams is the opposite. We'll discuss how leading orgs are cutting operational drag and getting back to building pipeline.

"I can't justify my marketing spend to the CFO."

When activity metrics dominate your reporting, it's nearly impossible to tell a revenue story. We'll give you the language, framing, and metrics model to connect marketing investment to closed revenue.

Meet your speaker

Bill Hobbib
CMO, DemandScience

Bill leads marketing strategy at DemandScience, where he focuses on connecting demand generation programs to pipeline and revenue outcomes for B2B organizations.