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Webinar | Win the ‘Day One’ Battle: How Brand, Creativity and ABM Decide B2B Growth in the AI Era

Join Markus Ståhlberg (N.Rich) and Carl Ronander (Funnel) as they unpack how AI, creativity, and ABM shape who gets remembered — and who gets chosen.

  • 18 December | 3:00 PM CET

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What You’ll Get From This Session

Most B2B teams still optimise for clicks and MQLs, even though decisions are made long before a form-fill. Google and Bain show that 86% of buyers start with a “Day One list” — and 92% buy from it. With buying committees averaging 17 people and 670 touchpoints, mental availability across the whole group is what truly drives pipeline.

In this session, Markus Ståhlberg (N.Rich) and Carl Ronander (Funnel) break down how AI and LLMs are reshaping discovery, why “good-enough but memorable” outperforms “best product nobody remembers,” and how distinctive creativity boosts the ROI of ABM. They connect account activation, emotional relevance, and the creative dividend — showing how creativity can deliver a 12x profitability lift in complex categories.

 

What You’ll Walk Away With

You’ll leave this session with a practical model for:

  • Getting onto the Day One list even as a challenger brand

  • Designing ABM motions that reach full buying committees, not just individual users

  • Using brand codes, storytelling, and entertainment value to become the vendor both humans and LLMs recall first

  • Blending AI-powered discovery with creative differentiation to drive pipeline

  • Building GTM programs that influence early-stage decisions long before intent signals appear

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In this session, Gillian Stringer (N.Rich) and Ayanda Chiwuta (Hadrian) walk through what B2B can learn from the way Gucci approaches a debut show — from building anticipation and context, to telling a clear story that helps the audience understand why the change matters. They connect those ideas directly to modern GTM: how you frame your launches, demos, and campaigns so buyers don’t just see features, but feel the story behind them.

Key takeaways:

  • Design your GTM like a debut show: build context and anticipation before you “demo” anything.

  • Use storytelling and emotion to make complex products easier to understand — not just more “creative.”

  • Map your narrative to the buyer journey so every touchpoint has a clear role, from first impression to decision.

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