What Is B2B Marketing Exchange?
B2B Marketing Exchange (B2BMX) is a practitioner-focused conference for B2B marketers. Held each February in Scottsdale, the event draws marketing professionals who are responsible for generating pipeline and proving marketing's contribution to revenue. The 2026 event continues B2BMX's focus on practical, implementable content.
B2BMX stands out for its emphasis on marketing measurement. Sessions consistently tie marketing activity back to pipeline and revenue outcomes, which makes the content relevant for anyone building forecast models that depend on marketing pipeline contribution.
Key Tracks and Themes for Revenue Teams
B2BMX organizes content around the B2B marketing lifecycle:
- Demand generation frameworks that produce pipeline, not just leads - Content marketing strategy for driving engagement and conversion across long B2B sales cycles - ABM execution with specific focus on account-level measurement - Marketing attribution models that connect spend to revenue - Marketing-sales alignment and shared accountability for pipeline targets
The sessions are led by practitioners sharing real campaigns, real metrics, and real results.
Who Should Attend
Demand gen leaders are the core audience. B2BMX delivers the most tactical demand generation content of any major B2B event.
Content marketers find sessions on editorial strategy, content distribution, and measuring content's impact on pipeline.
Marketing ops professionals benefit from the attribution and measurement tracks. B2BMX consistently features advanced sessions on multi-touch attribution methodology.
CMOs who want to understand how their team's work connects to pipeline should attend for the marketing measurement content.
ORM's Take on B2B Marketing Exchange
Marketing pipeline contribution is a critical input to the revenue forecast. When marketing generates 40-60% of the pipeline (common in B2B SaaS), the accuracy of your marketing attribution directly impacts forecast reliability.
B2BMX sessions on attribution methodology address this challenge. The best sessions show how leading teams measure marketing's pipeline contribution with enough precision to forecast marketing-sourced revenue separately from sales-sourced revenue. That segmentation improves overall forecast accuracy.
The demand gen sessions are equally relevant. Understanding which channels and campaigns produce pipeline that actually converts to revenue (not just pipeline that inflates coverage ratios) is essential for building forecast models that hold up.
Key Sessions and Topics to Watch
Look for:
- Multi-touch attribution implementation case studies - Demand gen campaign frameworks with pipeline metrics - Marketing-sales pipeline SLA design - Content marketing ROI measurement - ABM measurement at the account level
B2BMX's Scottsdale venue keeps the event focused. The intimate setting makes networking natural, and the practitioner audience means every conversation is substantive.
Practical Details
- Date: February 23-25, 2026 - Location: Scottsdale, AZ - Expected attendance: 800-1,200 - Pricing: Conference passes typically range from $1,295-$1,795 - Website: b2bmarketing.exchange
February in Scottsdale offers perfect weather. The resort setting makes this one of the more pleasant conference experiences.
Frequently Asked Questions
What is B2B Marketing Exchange?
B2B Marketing Exchange (B2BMX) is a practitioner-focused conference for B2B marketers covering demand gen, content strategy, ABM, and marketing measurement in the context of driving pipeline and revenue.
Who should attend B2B Marketing Exchange?
B2B marketing practitioners, demand gen leaders, content marketers, and marketing ops professionals. The content is tactical and focused on implementation rather than high-level strategy.
Build your forecast before the event
ORM builds custom revenue forecast models that give your team accurate, prescriptive insights. See how it works before you head to B2B Marketing Exchange 2026.
Schedule a Demo