Summary

TBA

key takeaways

TBA

BIO

Jennifer is Global Practice Principal at The B2B Institute, LinkedIn’s renowned marketing think tank. With a career spanning two decades in top-tier network agencies, she focuses on the intersection of marketing science and business growth. Widely published, Jennifer leads research on the the intersections between Brand and Performance, Memorability, Experiments in marketing and the importance of long-term strategic planning and linking marketing to business performance. At LinkedIn, she delivered the B2B Edge consultancy programme in EMEAL, a programme with a combined book of business that covered $2 billion influenced revenue, helping the world’s largest B2B brands navigate the shift from short-term tactics to enduring mental availability.

Summary

Community is having a moment. But most companies are still treating it like a side project.
Yet, when it works, community becomes a powerful extension of your brand, shaping how you show up and how trust is built over time.
In this session, we’ll focus on what actually works.
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How to build something people want to come back to.
And how to turn community into something that lasts, not just something that launches.
Feel free to amend where necessary.

key takeaways

Community is broader than you think
It’s not just events or Slack groups.
It’s how your company connects, internally and externally.
And if you don’t define it, it will quickly lose focus.

Start inside before you go outside
If your employees aren’t engaged, your external community won’t be either.
Your team is your first and most important audience.

Start small. Build from there
You don’t need scale to start.You need signal.The strongest communities are built through small, consistent moments, not big launches.

Tangible takeaways

A simple way to get started (or reset):

• Pick your first 10 people (employees or customers who already care)
• Create one repeatable moment (a dinner, roundtable, coffee, small event)
• Focus on connection over scale
• Share their voices and build from what resonates

BIO

Marie-Claire Silfer is Head of Community & Events at Zensai, where she leads global community and event strategy across digital and in-person experiences.

With a background in sales, she brings a commercial lens to community, focusing on how connection actually drives impact, trust and meaning.

She is also the founder of Saleswomen Unite, co-lead of Women of SaaS- Copenhagen and has spent the past years building and scaling communities across the Nordic SaaS ecosystem.

Before tech, she was a professional ballet dancer, a chapter that still shapes how she thinks about discipline, performance, and showing up.

Summary

The role of B2B SaaS marketing is changing. Generating leads is no longer enough. Teams are now expected to own the full funnel, shape positioning, and build brand with higher craft than ever before. Most teams weren't built for that job.
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Historically, doing this well required a stack of specialists and management layers. B2C hypergrowth companies have operated this way for years. B2B SaaS scale-ups have always faced a harder trade-off, until AI removed the core constraint and changed how you think about building a team entirely.

Signe and Gaspard will share how they've thought about marketing capability at different stages, the trade-offs, what's worked, what hasn't, and what AI has actually changed about how they staff and scale. Grounded in the reality of a vertical B2B SaaS company, with honest reflections you can take into your own team planning for the next 24 months.

key takeaways

• B2B SaaS marketing has outgrown lead gen, full funnel ownership is now the expectation
• How AI has eliminated the generalist vs. specialist trade-off in team building
• Lessons on scaling marketing capability in a vertical SaaS context

BIO

Gaspard:
French growth passionate who never gets satisfied until it scales to the moon.

I've been lucky enough to spend 7 years growing the B2B side of the marketplace at Too Good To Go, scaling the acquisition engine, turning it profitable over the years before focusing on full funnel to optimize all unit economics across the supply side of the business.

Now scaling Famly to make the education of millions of children better!

Signe:
Signe is a growth leader with a track record of driving transformation and scale across B2C and B2B businesses.

She has built high-performing teams and executed ambitious growth strategies across edtech, fintech, and telecom, scaling Lunar from 15,000 to 500,000 users, leading digital transformation as CCO at Virgin Mobile UAE, and growing CBB Mobil's customer base to over 600,000 as CEO.

Today, as CMO at Famly, she is building a global brand and go-to-market engine to define a new category in early childhood education.

Summary

Most ABM programs don't fail because of bad tools. They fail because the strategy underneath them is weak.
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After running 30+ ABM programs across 100+ B2B SaaS companies, spanning 1-to-1, 1-to-few, and 1-to-many, the lessons are consistent and uncomfortable. Teams over-index on intent signals and tech setup, and under-invest in the things that actually drive pipeline: ICP clarity, messaging, and creative thinking about how to break in.
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This session is a candid look at what works, what's overhyped, and how to build an ABM program that earns its budget instead of defending it.

key takeaways

• Your ICP is probably a document people agreed on, not one anyone has genuinely pressure-tested against where you actually win and expand.
• If you're measuring ABM with demand gen metrics, you're setting the program up to look like it's underperforming even when it's working.
• Most ABM programs fail in the org chart before they fail in the market, and the fix isn't a better tool stack.

BIO

Casper Rouchmann is the founder of SparkForce, a B2B growth agency working exclusively with B2B SaaS companies on demand generation, ABM, and paid channels. Before starting SparkForce, he built marketing functions from scratch at companies like Templafy and United Fintech, giving him a hands-on understanding of what it actually takes to drive pipeline in complex B2B environments.

He has since run ABM programs across 100+ B2B SaaS companies and is one of the more vocal voices in the Nordic B2B marketing scene through his podcast, conference, and regular sessions on ABM and demand gen.

Summary

SEO is being reshaped by new tools and new acronyms, but the real challenge for most companies is still operational: there's no strong program underneath.
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SEO gets treated as a collection of disconnected activities instead of a system that ties together business goals, search demand, content quality, and execution, which is also why most teams struggle to respond well to shifts like AEO and AI search.

In this session, Germans Frolovs walks through the key pillars of a revenue-driving SEO program and what he would prioritize if building one from scratch today, from business alignment and topical strategy to content production and performance measurement. The session is designed to help marketing leaders understand what a serious SEO program actually requires, and why strong foundations matter more than ever in a search landscape increasingly shaped by AI.

key takeaways

Attendees will leave with a practical outline of the key pillars and processes behind a revenue-driving SEO program, which they can use to improve their own approach and sense-check whether external support is aligned with what actually matters.

• What it takes to build SEO beyond traditional tactics and current hype.
  Attendees will leave with a clearer view of how Semantic SEO and topical authority principles can shape a more effective and more commercially relevant SEO program today, including in the context of AI SEO.
• The key pillars of a strong SEO program
  Attendees will understand the core strategic and operational pillars required to build SEO as a long-term growth driver rather than a set of isolated activities.
• How the main SEO processes should connect
  Attendees will see how business goals, topical strategy, content systems, optimization, and measurement need to work together to create compounding results.

BIO

Germans Frolovs is the Head of SEO & Content at SimplerQMS and the founder of GF Marketing. He works with SEO strategy, content systems, and organic growth, with a particular focus on Semantic SEO, topical authority, and B2B SaaS search engine optimization.

Beyond his in-house and consulting work, he is also one of the organizers behind Copenhagen SEO Meetup and loves sharing practical insights on SEO strategy, content workflows, and search visibility through webinars, workshops, and industry events.

Summary

After 2.5 IPOs, epic growth and spectacular failures, Robin shares lessons learned from the frontlines of hypergrowth. Growth hacks that works, those that don’t, and how to lead a team in times of chaos. The good, the bad, and the ugly. Don’t try this at home kids!

BIO

Robin is the Chief Business Officer at Zensai. Robin is an experienced growth executive holding 3 x CMO positions and with more than 25 years experience in marketing and growth leadership roles at Salesforce, Box, LinkedIn, Matterport, and WeWork. He's completed 2.5 IPOs, acquisitions, and led companies through hyper-growth to become epic.

Robin is also an advisor, speaker, and motivator to fast growth companies around the world.

Robin’s passion is to create winning teams that do epic work.

Summary

I keep seeing the same three mistakes come up, and they're not the obvious ones. They look fine from the outside, sometimes even like momentum. But they're quietly creating friction and stalled revenue underneath.

In this Plenary I'll walk through what those mistakes look like in practice and why they're so easy to miss. Using real world examples and funnel data, we'll get into acquisition, ICP strategy, and funnel performance and why fixing the system matters more than just chasing more leads.

I've worked with a lot of B2B SaaS companies on exactly this, and the pattern is pretty consistent. If your numbers look okay but growth keeps stalling, the problem is usually upstream.

BIO

Jennifer Montague is VP of Marketing at Cerivo and a B2B SaaS go-to-market leader with more than a decade of experience scaling high-growth technology companies across Europe.

Previously, she was Senior Director of GTM at Verdane, where she supported 100+ B2B portfolio companies throughout the investment lifecycle, from GTM due diligence to scaling revenue and preparing for exit.

Before Verdane, Jennifer held GTM leadership roles at SaaS scaleups including Planday, Dixa, and Onomondo, with expertise spanning demand generation, product marketing, brand, sales enablement, and revenue growth strategy. She has worked with more than 100 SaaS companies across different stages, markets, and growth challenges.

Jennifer is a published author and frequent speaker at international industry events including SaaStr, SaaSiest, TechBBQ, and Inbound. In 2023, she was named Nordic Women in Tech’s Digital Leader of the Year, and in 2026 she was recognized as one of Denmark’s Top 100 Women in AI.

Summary

Most B2B marketing teams measure performance from the moment a lead is created.

The problem? By then, the majority of the buying journey is already over.

Today’s buyers self-educate across dozens of touchpoints, involve multiple stakeholders, and build preference long before they enter the funnel. Yet most reporting, attribution models, and budget decisions ignore this phase entirely.

This creates a distorted view of performance. Channels that drive early demand appear inefficient. Channels that capture existing demand appear overvalued. And marketing ends up optimizing for what’s easy to measure—not what actually drives revenue.

In this talk, I’ll challenge how B2B teams think about measurement and show how to reframe performance around the full customer journey.

You’ll leave with a clearer way to identify early demand, evaluate channels more accurately, and make better decisions about where to invest for growth.

• Why most B2B measurement is fundamentally flawed
  ‍And how it leads to misallocated budget and misleading channel performance, better channel decisions, stronger alignment with sales, and a clearer link between marketing and revenue
• How to make early demand visible
  ‍AUsing account-level engagement and full-journey tracking instead of lead-based models
• Why most B2B measurement is fundamentally flawed
  ‍ABetter channel decisions, stronger alignment with sales, and a clearer link between marketing and revenue

BIO

Steffen Hedebrandt is CMO and co-founder of Dreamdata, where he helps B2B companies understand what actually drives pipeline and revenue.

Before founding Dreamdata, he led marketing at companies like Upwork and Airtame. Across both roles, he saw the same pattern: the majority of marketing’s impact happened before it showed up in the data.

That frustration became the foundation for Dreamdata—and continues to shape how he thinks about modern B2B growth.

Summary

The tools were not supposed to work that well yet. In late 2025, Rasmus had been pushing the new AI coding tools to their limits. Then one day in November, it landed: This was no longer experimentation. We had crossed the line into full proof of concept.

From that moment, the work exploded. Over the months that followed, he built a fully custom marketing operating system. Website, ad operations, content pipeline, lead generation, campaign simulation, a digital twin of the marketing environment, and so much more. Not as a stupid "6-agent autonomous team". As high-quality augmentation of him and his team, hitting the same quality standards as before.

This talk is about what happens when you put a former product nerd into a company building proprietary AI and ask him to figure out lean marketing. A deep field report from the frontlines of AI in marketing. What works. What breaks. And why he thinks the 2026 CMO belongs in an IDE. And about the concept he keeps coming back to: AI intuition. The judgment you can only develop by hitting the wall yourself, and why it's becoming the most valuable skill in marketing leadership.

key takeaways

• AI intuition is now a core marketing leadership skill. Knowing what AI is good at, bad at, and where it breaks can only be learned hands-on. CMOs who outsource this will fly blind on the most consequential decisions of the next five years.

• A fully custom marketing OS is viable in 2026, with a human firmly in the loop. AI handles most of the production, the marketer holds the taste and editorial standard.
• The marketing org is becoming barbell-shaped. Systems on one end, irreplaceably human work on the other. The middle compresses fast. Reshape your team on your own terms, or have it done to you.

BIO

Rasmus Leth Skjoldan is CMO at Hello Retail, the European agentic commerce and AI personalization platform, where he leads marketing and partnerships.

Previously CMO at Magnolia, with a background spanning UX, brand, and the open source web. Based in Copenhagen.

Summary

In this session, Henrik Fabrin cuts through the hype and shows how companies are actually using AI today to drive productivity, unlock new growth, and rethink their business models. Drawing on real-world cases from Danish and international companies, he highlights what works, what doesn’t, and where the real competitive advantages are emerging.

The session is designed to leave you with concrete ideas you can act on immediately - whether you’re looking to optimize marketing, scale content, improve decision-making, or fundamentally rethink how your team operates.

key takeaways

• You'll leave with a clear picture of which AI use cases are actually delivering results
• I'll give you concrete steps you can implement the moment you're back at your desk
• Exactly where the biggest competitive advantages from AI are emerging right now.

BIO

Henrik Fabrin is Head of AI at Dansk Industri, where he leads the “AI for All” initiative to accelerate AI adoption across 20,000+ Danish companies.

He is a serial tech entrepreneur with experience building and scaling B2B companies, including Certainly, an enterprise GenAI platform used by global brands, and Leadmill, which he bootstrapped to 100M DKK in revenue. Henrik has raised capital multiple times, failed, exited and built products used by millions across industries.

Today, he works at the intersection of AI, business strategy, and leadership - advising executives and startups on how AI is reshaping organizations, business models, and competitive dynamics.

Henrik is an award-winning and sought-after keynote speaker known for making complex AI developments tangible and actionable for business leaders.

Summary

Most brands treat branding as a cost. The science says it's your highest-ROI investment.

In a world obsessed with performance marketing, CPL, and AI automations, brand building gets cut first, because it's hard to measure and easy to dismiss as "fluffy." But decades of empirical research show that the brands winning market share aren't just the ones with the best lead-gen machine. They're the ones buyers think of first when they're ready to buy.

In this talk, I'll walk you through the science behind brand building and show you how to actually execute it: how to optimize your media buying for reach and attention, and how to build creative that compounds over time rather than burns budget.

At Flatpay - Denmark's fastest unicorn - we're actively investing in brand building across 7 markets, and I'll share how we think about it, measure it, and tie it back to real financial performance.

You'll leave with a clear framework for why brand investment pays off - and how to make it work even as a challenger brand without outspending the market leaders.

key takeaways

• Why Branding isn't fluff and feelings. It's an investment
• How to optimize media buying for brand building
• How to optimize creative for brand building

Tangible takeaway

You'll learn why branding works and how to utilize it to grow market share.

BIO

Nikolai was previously the CEO & Partner of a 50-person digital ad agency.

He is currently the marketing responsible at Flatpay, Denmarks fastest Unicorn, where he owns marketing P&L across 7 markets. He believe in balancing short term lead-gen with long-term brand building for sustained market share growth.

Summary

AI is shifting from a strategic concept to a tactical advantage. Jacco opens the day with a clear-eyed look at how GTM teams are using AI to scale smarter, increase efficiency, and unlock growth across every stage of the customer journey.

key takeaways

• How AI enables a new era of Growth
• The return of the human touch
• The path to do the math

BIO

Jacco is an internationally renowned thought leader on revenue growth and strategy. He is the founder of Winning by Design and author of Revenue Architecture, Blueprints of a Sales SaaS Organization, and seven other best-selling books on SaaS growth. He also serves as a sales mentor to venture capital firms including Notion Capital, Reach Capital, Astella, and Storm Ventures.

Prior to founding Winning by Design, Jacco held senior executive roles at Qumu, Kontiki, and Technicolor, and has helped marquee customers including Amazon, AT&T, Dish, and Disney. He holds a BScEE in Electrical Engineering and an Executive MBA from the University of Leicester. His insights have been featured in Harvard Business Review, and he is a frequent keynote speaker at conferences worldwide including Dreamforce, SaaStock, and RD Summit.