The Fall is always busy.
As soon as the calendar flips to September, the easy, breezy days of Summer yield to the formal, often frantic, days of Fall.
In the B2B world, Fall means conference season is upon us.
For NetLine, Fall 2024 means three individual events on two distant coasts talking about one particularly wonderful workbook.
We’ve completed two of these events now and I’d like to share our experiences and takeaways.
A Growing Appetite for Actionable Insights
INBOUND24 and Content Marketing World 2024 gave us a front-row seat to something clear—marketers today are actively searching for frameworks and strategies that can create real, measurable impact.
Each event underscored the frustration many marketers feel with generic advice and limited solutions. Attendees came ready to learn, ask questions, and take home tools (like our 2024 Marketing Mastery Workbook) they could immediately apply to their businesses.
September: INBOUND24 | Boston, MA
2024 marked the first time NetLine not only attended but also sponsored and hosted a session at INBOUND.
While we arrived with big aspirations, the overwhelming response exceeded all expectations.
The feedback from our 90-minute “Marketing Mastery Workshop: ICPs, Content, and Engagement” reinforced this need for practical solutions, not pitches. Attendees expressed genuine gratitude for the depth of detail we provided, with many calling it their favorite session of the event.
Here are a few pieces of feedback that stood out:
- “One of the most detailed and valuable sessions I have been to over multiple INBOUNDs.”
- “Such an informative session. Even though I am with a B2C business, I got so much value out of what I learned in this session. I’ve never quite attended a session that breaks down the Buyer’s Journey so well and provides actualized examples of what it looks like in application. Definitely thankful I attended this session.”
- “Excellent session with frameworks I can’t wait to share with my team and use! The presenters were fun and kept us engaged for a longer session. Thank you!”
One attendee, brand new to her role, quite wanted a hard copy of the workbook. She shared how helpful the workbook is as a new marketing leader, as she figures out their tech stack, processes, and what she wants to implement.
This feedback reinforces the heart of our democratized mission: empowering today’s B2B marketers to make smarter, more informed decisions that drive both pipeline success and career growth.
October: Content Marketing World 2024 | San Diego, CA
Right after INBOUND24, we took the Marketing Mastery Workbook on the road again—this time to Content Marketing World 2024 in sunny San Diego.
We hosted two jam-packed workshops based on the information found in the workbook, and the response was off the charts.
Coming off of the success at INBOUND, we expected demand for the Workbook to be rather high. What resulted was unreal. As soon as the session wrapped, attendees made a B-line for our booth to grab physical copies.
Our team was swarmed by more than 40 attendees in a five minute span.
Some even pulled me aside in a panic, worried about going back empty-handed:
“If I don’t bring this back for my team, I might not make it through Monday!”
And—believe it or not—two people literally smacked hands trying to grab the same copy at the booth!
Who knew marketing workbooks could spark such competition?
It was inspiring to see so many passionate marketers not just attending, but actively seeking out tools to level up their game.
The Power of Human Connection
The real highlight of these events wasn’t just the demand for workbooks or strategies—it was the connections we made along the way.
What’s crystal clear is that marketers are craving more than insights—they want authentic engagement with peers and solution providers.
Throughout both events, our team experienced honest, meaningful conversations with professionals who are looking for better ways to connect—not just with customers but with each other. These conversations are shaping the future of marketing, where the focus is less on pitches and more on collaboration and connection.
Since May 2023, the common thread across the four conferences I’ve attended hasn’t been AI—it’s the collective desire to shift “back” to humanity.
This is simply a need at the core.
People are starving for direction and connection.
Yes, it’s fantastic that tools like ChatGPT can churn through data in seconds. But with this, the need for meaningful, human-centered content and connection feels more important than ever.
This longing for closeness and belonging has existed forever. COVID altered how we perceived connection; now, nearly four years post-pandemic, we’re coming to terms with just how necessary human interaction is.
Granted, this doesn’t mean brands should go all in on in-person events (though they’re clearly very much in vogue) or that IRL is exclusively the answer.
Rather, I expect to see a return to humanity across all of marketing.
And how it is applied matters.
“Much of this sentiment really confirms that people still do business with people,” David Fortino said while discussing these collective observations. “The most innovative technologies cannot replace human emotions, relationship development, conservation over cocktails or coffee.”
When I asked if he anticipated a return to physical marketing as a response to AI and this very human desire to connect, he responded immediately. “100%.”
Ann Handley wasn’t as sold.
“I don’t know,” she said. “I’ve never been great at predicting the future. But I think AI invites us to ask some important questions: If gen AI can help us create and iterate faster… do we ALWAYS want to CREATE and ITERATE faster? Or is this another way? Are there moments when speed isn’t the goal? Is there value in efficiency? We use technology to take shortcuts. But we need to be strategic in which shortcuts we take.”
The last line is one that should bring reflection. There is absolutely value in efficiency and all of the “Sloments” Ann talked about during CMWorld keynote.
Talking with her after the event, Ann agreed with my perspectives on the desired shift back to human-centric marketing.
In fact, I think she wholeheartedly believes we need it. “Yes. 100%,” she said.
How to Be a More Human Marketing Operation
People are seeking deeper connection rather than the way in which we may have been attempting so previously.
Social media was once supposed to be the great connector of our time. While that ship has seemingly sailed (if not sank), there are ways we can prepare ourselves and our teams to be human-centered in our marketing.
Be Patient
Rome wasn’t built in a day—and neither are the customer relationships that truly matter. While it’s essential to act swiftly when the need arises, most of the time, your pace can be slower and more intentional. Embrace the tortoise’s pace, and be fully present with each interaction. Patience here is an asset, not a setback.
Be Vulnerable
Perfection isn’t a prerequisite for connection. You won’t have all the answers, nor will your teammates, managers, or clients.
Extend grace when things are unclear, and be comfortable sharing your unique perspectives and opinions—those are what shape you as a professional. You don’t need a stage to express your take on a given topic; trust that there’s value in your insights, and people want to hear them.
Be Prepared
Whatever it is you do, be ready and willing to speak to it. Preparation doesn’t mean broadcasting expertise at every moment, but when the time is right, it means you’re ready. With your groundwork in place, you’ll find that connection becomes frictionless, even when opportunities arise unexpectedly.
Use Intent Data Thoughtfully
Intent data doesn’t just tell you who to connect with—it highlights the what, where, and when of people’s needs and interests. Listening deeply to these signals lets you address those needs in ways that feel authentic.
While personalization often conjures up visions of 1:1 connection, human-centered marketing can also come from studying patterns within a group, allowing you to identify when a previously successful approach no longer resonates with your ICP.
I am certain there are a dozen additional ways to address such an endeavor, but these seem like a good starting point
Gratitude for the Team Behind the Success
None of this would have been possible without the efforts of our outstanding team.
- INBOUND24 Team: Josh Baez, Marissa Wolfgang, Jon Steiert, Allison Mooney, Megan Ebersole, Andrew Gioia, and Janine Johnson.
- CMWorld Team: Josh Baez, Marissa Wolfgang, Jon Steiert, Allison Mooney, and Lauren Calvert—thank you for your creativity, energy, and passion.
These events were all you. 
We are so proud of what you all accomplished at these events.
Looking Forward
Both INBOUND24 and Content Marketing World 2024 were more than just events for NetLine—they were opportunities to connect, share insights, and engage in meaningful conversations with the marketing community. We’re grateful for every attendee who spent time with us, every piece of feedback we received, and the chance to make a real impact.
With the momentum from these incredible events, we’re excited about what’s next: which just so happens to be MarketingProfs’ B2B Forum, November 13 – 14, also taking place in Boston!
We look forward to building on these connections, deepening conversations, and continuing to empower marketers with insights and solutions that help them succeed.
Get More Insights and Resources
We’re thrilled to continue providing you with resources and actionable frameworks. Here’s how you can explore more from NetLine:
- 143-Page Marketing Mastery Workbook
- Couldn’t get a physical copy at either event?
- Get your digital copy
- B2B Targeting and Segmentation Webinar
- Explore new ways to identify and engage your ideal customers.
- Register
- Exploring the B2B Buyer’s Journey Webinar
- Align your strategies with the buyer’s journey and create meaningful engagement.
- Register