AI Friday Forum

EVENT AGENDA

• Updated Prompt Engineering Basics for Marketers

  TIME: 11:30am–12:15pm LENGTH: 45 minutes

  Good news: today's cutting-edge AI models are smarter than ever!

  Bad news: smarter AI makes smarter mistakes.

  In this updated talk, Christopher S. Penn reveals new prompting strategies for the current generation of AI tools to get better, more precise, more effective results.

  Join this session to learn:

  • The CASINO prompt framework that helps you make the most of your limited Deep Research uses
  • The RACE2 prompt framework for reasoning models that gets great results for any task
  • How to use meta-prompting, a method that works on any AI model, to tune your prompts and results

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  SPEAKER

  

  • Christopher S. Penn
  • Chief Data Scientist
  • Trust Insights

  Chris is a recognized thought leader on digital marketing and martech, including how AI and machine learning are changing everything we do. He is the author of over two dozen books, and he hosts and writes for numerous podcasts and newsletters.

• From Guesswork to Greatness: How Marketing Teams Use AI to Create Content That Sells

  TIME: 12:30pm–1pm LENGTH: 30 minutes

  Let's face it: Too much of the content we create never sees the light of day. It gets lost, ignored, or just flat-out missed by sales teams. That's not just frustrating. It's expensive!

  In this live discussion, Amy Perry (Showpad) sits down with Meghan Martell (Bruker Applied Mass Spectrometry) to unpack why good content gets overlooked, why some content misses the mark, and how AI can bridge alignment gaps.

  Whether you're buried in unused assets or struggling to prove content ROI, expect honest lessons and practical tactics that will help you turn effort into actual impact.

  Join this session to learn:

  • The real, root causes of why your content goes unused—and what to do about them
  • How to use AI to cut the guesswork and build content your sales team actually wants
  • Ways to boost content usage, visibility, speed to field, and ROI

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  SPEAKERS

  

  • Amy Perry
  • Senior Director of Brand and Creative Services
  • Showpad

  Amy brings 20+ years of experience to the integrated enablement platform. She is Showpad's senior director of brand and creative services. Her prior brand-building roles were at Compass and Condé Nast. Amy applies user-first storytelling to bring brands into timely, compelling conversations.

  

  • Meghan Martell
  • Head of Marketing
  • Bruker Applied Mass Spectrometry

  Meghan heads up the Applied Mass Spectrometry division at Bruker. This new division delivers high-quality scientific instrumentation and analytical solutions that empower research and development. She has built a marketing department from the ground up, and she offers practical lessons on scaling marketing efforts in biotechnology.

• If You're Not Findable in AI Search, You Don't Exist

  TIME: 1:15pm–2pm LENGTH: 45 minutes

  Today, if you're not findable in AI search, you're all but invisible to buyers.

  If your traffic is down, your buyers are quiet, or your content isn't getting noticed, this is the session to attend.

  AI advisor and go-to-market strategist Liza Adams breaks down how AI is changing what buyers see, trust, and click on. She'll show why the old rules of SEO and brand control no longer apply, and what B2B marketers need to do now to stay visible and valuable.

  You'll walk away with:

  • A clearer view of how AI search is changing buyer behavior
  • The new trust signals AI looks for (and how to influence them)
  • What makes your content "AI-worthy"
  • A simple checklist to make your content "AI worthy" and how to show up where it matters most

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  SPEAKER

  

  • Liza Adams
  • AI & Executive Advisor, Fractional CMO
  • GrowthPath Partners

  Liza is an AI & executive adviser and fractional CMO who transforms go-to-market teams for the AI era. With 20+ years as a senior marketing executive, she brings unique expertise in guiding organizations through technological shifts. Named one of 50 CMOs to Watch in 2024, Liza is a public speaker on responsible AI adoption in business.