As AI begins to take on a larger role in B2B marketing, one critical question looms: what if we’re feeding it the wrong inputs? Nine+Nico, founded by two former Heads of Strategy, has long challenged the flawed assumptions and guesswork that often underpin B2B and ABM campaigns. In a world where accurate insights about niche, senior decision-makers are hard to come by and expensive to obtain, too many initiatives are built on shaky ground.

In this session, Nine+Nico will share how poor audience inputs weaken marketing outcomes today and why the stakes are even higher in an AI-powered future. Alongside their client Arqiva, they’ll explore how they identified and addressed key buyer input issues, and how their Pulse platform is helping reshape insight-driven B2B marketing in an increasingly AI driven future.