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How do companies like Userpilot and O’Reilly prepare their marketing for 2026?

What predictions and principles do they base their marketing strategy on?

**Emilia (VP Marketing at Userpilot)** and **Allison (VP Marketing at O’Reilly)** are going to share their predictions and how it's going to affect your job.

Join us live. Share your marketing prediction for 2026. Emilia and Alisson will tell you what they think of YOUR prediction.

Time to build your marketing strategy for 2026.


Userpilot and O’Reilly Share their Marketing Predictions for 2026

# **Use AI to turn leads into sales opportunities.**

You get a new lead… but all you have is a name, email, and company. Turning that into a qualified prospect takes hours of manual research. 

AI can instantly turn a simple cold lead into a complete profile.

Within minutes, you can:

*   Automatically pull their LinkedIn profile, job title, company size, and industry.
*   Auto-qualify them based on behavior, not demographics
*   Sync enriched data straight to your CRM
*   Get tailored talking points ready for your next outreach sequence

Sounds complex? It’s actually easier than it looks.

That’s why we’re bringing in **Liana Hakobyan, Marketing Strategy Lead at Iris.ai**, who has 9+ years of experience driving B2B growth through AI and automation. She’ll break down how to turn simple webinar sign-ups into high-potential leads without manual research or complicated setups.

**What you’ll learn:**

*   Why AI-powered lead enrichment drives faster conversions
*   How to set up an automated workflow to enrich leads instantly and feed your CRM
*   The best tools and platforms for simple, cost-effective AI lead research
*   How to use engagement data to personalize outreach
*   Segmentation strategies that resonate with executives, SMB owners, and enterprise buyers

**Join us on December 3rd** to discover how to turn every lead into an actionable, revenue-driving opportunity.


How to use AI to identify high-potential leads faster (without manual digging)

You probably haven't heard about them (yet), neither had we. But when playing around in HubSpot reports, we discovered **a goldmine**.

## **Webinar data in HubSpot used to be... a pain in the \*ss.**

*   Reporting on your webinar data in HubSpot? Difficult.
*   Attributing it to revenue? Almost impossible.
*   Visualizing attendance? Keep dreaming.

## Not anymore. Introducing: Marketing Events.

So we had to pull in an expert. And Ryan Gunn (Founder @Attribution Academy) is the best HubSpot content creator we know, with over 25k followers on LinkedIn. Go follow him if you don't already.

You'll get a complete guide on using the new Marketing Events:

*   What they are & where to find them
*   How to build the best webinar reporting dashboard in HubSpot
*   Advanced use cases (event attribution, lead scoring, ICP self-selection, retargeting)
*   And much, much more.

Join us on November 19th for the most value-packed HubSpot x Webinar session you'll ever attend.


[New in HubSpot] Track Webinar and Event ROI with Marketing Events

Struggling with low webinar attendance? Manual processes eating up your time? Technical issues derailing your marketing efforts?

UserGuiding faced the exact same challenges until they discovered a game-changing approach that increased their webinar registrations 10x and transformed webinars from their most frustrating marketing channel into their most profitable one.

Levent Askan, Marketing Communications Manager at UserGuiding, is joining us to tell how they turned webinars into their number one lead generation channel.

## What You'll Discover:

Learn the exact roadblocks that were killing UserGuiding's webinar success and how they eliminated them. Levent will walk us through their complete strategy transformation, including the integration approach that automated their entire lead management process.

You'll see how UserGuiding scaled beyond English-speaking markets, expanded into Portuguese audience, and built a global lead generation engine. Most importantly, you'll get the actionable playbook they used to make webinars their most reliable source of high-quality leads.


How UserGuiding turned webinars into their #1 lead gen channel

Sales and marketing alignment sounds great in theory. In practice? It's usually a mess of finger-pointing, missed opportunities, and "that's not my job" answers. Marketing thinks sales doesn't follow up properly. Sales thinks marketing sends garbage leads. Everyone's frustrated, and growth suffers.

Join us for an exclusive Q\&A with Laura Erdem, Sales Director at Dreamdata, and quite possibly the only sales person on the planet who genuinely loves marketing. While everyone else is playing the blame game, Laura figured out how to make both sides work together to actually drive growth.

**We're covering:**

*   How better collaboration directly impacts your growth numbers
*   What smart sales-marketing partnerships actually look like in practice
*   The handoff moments that make or break your revenue pipeline
*   Why most "alignment" efforts fail and what works instead

We're gonna have a real conversation with someone who's been in the trenches and figured out how to make it work. Laura's got the battle scars and the wins to prove it.

Bring your questions and your war stories. We're ready for all of it.


Driving Growth Through Smarter Sales-Marketing Collaboration

People retain **95% of a message via video**, compared to just 10% through text.

That means your audience is **9x more likely to remember** your video content than your blog posts.

No surprise, then, that **87% of marketers** report increased lead generation from video content. But why does video work so well in B2B?

✅ **Algorithms Prioritize Video:** Social media platforms like Instagram, Facebook, and LinkedIn increasingly prioritize video content in their algorithms.

✅ **SEO Benefits**: Video content boosts SEO efforts by keeping users on your website longer, which signals to search engines that your content is valuable.

✅ **Mobile Accessibility:** 75% of viewers consume short-form video content on mobile devices. This accessibility ensures that your content can reach audiences anytime, anywhere.

Join us **LIVE on July 2nd** as **Thibaut Weller**, Demand Gen @**Unmuted**, shares **5 actionable tips** to elevate your B2B social video strategy.

Thibaut is behind one of the most talked-about B2B video content strategies on LinkedIn. At Unmuted, he’s helped turn video into a demand gen machine—earning attention, driving pipeline, and making a real impact.

As he says, *"If I'd get a euro every time someone told me 'I saw Unmuted's video content on LinkedIn', I could retire right now."*

Don't miss this one.


5 tips for making epic social video content in B2B marketing

Marketers are sitting on a content gold mine... with a spoon to dig for the gold. What you really need is a machine. The good news? In this webinar we'll show you how the content machine works, and how Content Repurposing is the key to increased reach with better payback.

In this webinar, Andy Ashton (Head of Technology & Customer Success at [MadeToSee.com](https://madetosee.com/)) shares insights, strategies and secrets behind elevating your content strategy.

Andy has many years of experience managing webinar programmes for Enterprise businesses. He also provides a unique perspective as a content creator in the tech & gaming space, with a back catalogue of 1000+ videos across social media. Join this webinar and be ready to think bigger and smarter.

In this webinar you'll learn:

• Why you should be repurposing content

• Where repurposing sits in your marketing strategy

• How content repurposing benefits the whole company (not just marketing)

• Vibe repurposing vs. having a repurposing strategy

We'll talk actual strategy that sets you on the path to increased content reach and audience engagement.

As always, join us live to ask your questions. Or register to watch it back when it's convenient for you.

See you there 👋


Build a Content Engine: Repurposing Strategies for SaaS Teams

In this webinar series, we invite people who run successful webinars. What do they do to make them successful? What are their strategies? For every episode, we look at the different types of webinars you can run. Think AMAs, thought-leadership or simply demos.

In this first episode, we invite Ethan from Rotacloud. Recently he ran a successful product launch on Contrast. What jumped out is how he blended in pre-recorded content and live content. Creating a very engaging webinar:

*   48% of registrants watched live
*   Over 300 chat messages
*   77% Live view time

Do you see what I see? Those are pro stats.

In this webinar Ethan shares his **secrets for a successful product announcement** webinar. He'll answer questions like:

1.  What is the reason for running product webinars? How do you align them with business goals?
2.  How do you make the product demo engaging and not just a standard walkthrough?
3.  How can you effectively use visuals, animations, or live interactions to enhance engagement?
4.  How do you measure the success of a product launch webinar beyond just attendance numbers?

Join us live to ask your questions. Register to receive the replay if you can't make it on time.

Look forward seeing you there.


Product Announcement Webinars Reinvented

**Want to turn your webinars into a revenue-driving machine?**

On **January 30th at 4 PM CET**, Stuart and Maxim will walk you through Contrast's free HubSpot Academy for marketers, designed to help you optimize webinar follow-ups and track ROI using HubSpot.

Join Stuart, author and workflow creator at **ConnectedGTM**, who helps startups in the HubSpot ecosystem build content-led GTM strategies to drive pipeline and partnerships. With years of hands-on experience, Stuart knows everything HubSpot-related, from optimizing workflows to scaling growth within the platform.

In this session, you’ll learn how to:

*   Implement lead scoring in HubSpot
*   Execute effective post-webinar follow-up strategies
*   Build a performance dashboard in HubSpot

***

Whether you're a marketer looking to improve your webinar strategy or just curious about using HubSpot for webinars, this session has something for you.

***

Can’t make it live? Register anyway, and we’ll send you the replay!


How to Run Effective Webinars with HubSpot

## Want to be a great Head of Marketing one day?

On **December 5th at 5 PM CET**, Sara and Maxim will teach you how to level up your marketing career. Whether you're just starting out or ready to take the next big step, this webinar is for you!

Join Sara, Head of Marketing at **Stryber**, as she shares her incredible journey from working at **Tesla** to leading B2B marketing for top IT service providers and adTech startups. With nearly a decade of experience and a network of over **40k followers on LinkedIn**, Sara knows what it takes to reach the top – and she’s here to help you get there too.

In this session, we'll cover:

*   **Building Your Experience**: How do you go from marketer to marketing leader? Sara’s tips on what skills to focus on, how to make the right connections, and how to stand out on your career path.
*   **Leadership & Team Building**: So, you’ve landed the role – now what? Learn how to build a strong, high-performing team, create a positive culture, and lead with impact.
*   **The Power of Personal Branding**: Sara’s LinkedIn presence is a big part of her success. She’ll share how sharing your marketing insights online can open doors to new opportunities, whether it’s freelance gigs or collaborations with top brands.
*   **Building Strong Relationships with Sales & the CEO**: Marketing doesn’t work in isolation. Learn how to connect with your CEO, collaborate with the sales team, and align everyone on the same goals for bigger impact.

***

Ready to take your marketing career to the next level?

Whether you’re aiming for a Head of Marketing role or just curious about what it takes, this webinar will give you the inside scoop from someone who’s been there and done it.

***

Can’t join live? No worries—register, and we’ll send you the replay!


How to Become a Great Head of Marketing

## Most businesses spend $10,000s every year on their content marketing strategy... yet 97% of webpages never get any traffic.

###### Too many businesses invest heavily in content creation, but not enough in distribution.

# How to make sure your page makes it to the top 4%?

On **October 23rd at 4 PM CET**, Mina and Maxim will teach you how to build a successful content marketing strategy (with the distribution it deserves) for 2025:

*   **Get inside your audience’s head** and discover what they *really* need.
*   **Align your content with your business goals** for maximum impact.
*   **Stand out from the crowd** with messaging that hits the mark every time.

And we'll cover Mina's pillars of a successful B2B content engine:

*   **Amplification**: Boost your content's reach and impact.
*   **Differentiation**: Make your brand unforgettable with unique messaging.
*   **Direction**: Map out a clear plan to keep your content efforts on track.

Whether you're building your content engine in 2025 or looking to increase the ROI of your strategy, there will be something for you in this session.

***

Join them for an interactive workshop with a live quiz and games, and a detailed breakdown of the methodology that Mina uses with her clients: high level strategy, common problems, pains, and solutions.

Mina is a content (content) creator with 14k followers and 9 years of experience building and scaling content programs for both start-ups and big-name B2B brands.

***

Can’t join live? No worries—register, and we’ll send you the replay!


Building a Content Marketing Strategy for 2025

###### (so your prospects finally understand what you do)

What do marketers, copywriters, and content creators have in common?

**They all struggle with positioning (explaining what their product does).**

And of course they do — it's one of the hardest parts of finding Product/Market Fit.

To help you out, we decided to call in an expert 📞

###### (Read to the end for a surprise 🎁)

Anthony's the #1 Product Marketing content creator on LinkedIn — and the Co-founder of FletchPMM (he's also a rock star 🤘).

Join Anthony and Maxim on **July 2nd at 2:15PM GMT (10:15 EST)** for the least boring webinar on startup positioning you'll ever attend.

***

## 1. "Who's that SaaS?"

→ Think you know your SaaS? Come test your skills.

## 2. Results (and why positioning is hard)

→ Learn how and why startups fail to get their positioning right.

## 3. Positioning exercise

→ Anthony will share a framework to evaluate/improve your positioning.

## 4. Landing page breakdown 🎁

→ Anthony and will break down randomly selected landing pages from chat. Come drop yours in the chat to enter the giveaway!

## 5. Q\&A

→ Ask Anthony anything (yes anything) — Maxim will be there too if you want to ignore him.

Come learn everything you need to position your startup (and have a good time while you're at it).

***

Can't make it live? Register to get the replay.


45 minutes to fix your startup’s positioning

AI search is transforming how buyers discover solutions, and most marketers are missing the opportunity. In 2025, **60% of Google searches** resulted in zero clicks, while conversational AI platforms like ChatGPT, Perplexity, and Google's AI overviews became the new front door for customers.

Join **Christina Clark, Head of Product Growth at HubSpot**, to learn the proven strategies her team used to **increase AI referral traffic and demand by 40%** through Answer Engine Optimization (AEO). Christina will share the frameworks, tools, and tactical approaches that helped HubSpot pioneer AEO, and how you can apply these same principles to drive qualified conversions in the AI-powered search era.

## In this session, you'll learn:

*   The AI Search Landscape: How answer engines process content differently than traditional search, and why your SEO playbook needs an upgrade
*   HubSpot's AEO Framework: The methodology Christina's team built to **optimize for AI discoverability**, accuracy, and performance across ChatGPT, Perplexity, and Google AI Overviews
*   Measurable Results: How HubSpot achieved 40% growth in AI-driven traffic and demand, with **4x higher conversion rates and 13x higher MRR** from AI referral visitors
*   Tools to Get Started Today: How to use HubSpot's free AEO Grader to benchmark your brand recognition, sentiment, and share of voice across answer engines—plus **track AI referral traffic** in your analytics

## **Who should attend**

Growth marketers, demand gen leaders, content strategists, and SEO professionals at B2B companies looking to capture demand in AI-powered search environments—especially HubSpot users who want to leverage the platform's latest AEO capabilities.

## About the speaker

Christina Clark leads Product Growth at HubSpot, where she spearheads key growth initiatives that help shape HubSpot's broader marketing strategy. Her team's work to research, experiment, and standardize AEO frameworks has become foundational to how the organization approaches AI-driven search optimization. Christina specializes in translating emerging technical trends into scalable growth strategies that deliver measurable business impact.
