Schedule Viewer 2023
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The 2024 CMWorld Agenda is coming soon! Below you’ll find the 2023 Agenda including topics, speakers, and tracks. Check back soon for 2024 speaker and schedule announcements.

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

Where Science Meets Marketing: Experimentation and Risk Taking to Achieve Breakthrough Results

Phyllis Davidson  (Vice President Principal Analyst, Forrester)

Location: Room 147B

Date: Wednesday, September 27

Time: 10:30 am - 11:10 am

Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Session

Track: Big Ideas

Vault Recording: TBD

Audience Level: Intermediate

Arc XP

Thomas Edison said "I have not failed. I've just found 10,000 ways that won't work. Marketers should take heed and apply this thinking to their work in order to move on from "that's the way we always do it" strategies and tactics. Doing so means taking risks and accepting failure in order to achieve success. In this session, learn how to make the case for new ideas that push past the limits of your current programs, but that are grounded in research and logic. Participants will walk away with a practical methodology for pitching and winning the right to fail to achieve breakthrough success.


  • Understand why technologies such as generative AI are making experimentation in B2B marketing so urgent
  • Understand the ways in which B2B organizations are using experimentation today to driver better audience experiences
  • Learn a simple methodology for determining optimal experimentation scenario targets, developing hypothesis, assessing results and leveraging the insights