May 2nd, 2023. Austin, TX.

Spryng -
How to Win in 2023

A B2B SaaS marketing conference by Wynter - focused on relationships.
• Learn how to drive more pipeline this year (and beyond)
• Build relationships with B2B SaaS marketing leaders in a relaxed atmosphere
Markets are crowded. Everyone has every feature. Everyone says the same things. Money is tight.
How do you win?

How to win in 2023 and beyond

There are 5 essential ingredients to this.

1. Stand out from the massive noise out there. What stands out, gets noticed. Getting noticed - making people aware that you exist - is huge. You just can't use the old playbooks.

2. Stay top of mind. 95% of the market is not looking to buy from you today. You need to focus on building mental availability - to be thought of by category buyers in buying situations. Once they have the need and budget, you'll be in the consideration set.

3. Use messaging that's aligned with ICP priorities and challenges. The best way to get more demos and signups is to make people WANT to sign up. You need compelling messaging, and *not* sound like every other brand out there.

4. Out-convert the competition.
If you can acquire customers cheaper than they do, that's how you dominate. Especially during a budget crunch.

5. Understand what's exactly working. You need to be able to go to your CEO/Board and give them a consistent answer on "if we spend X in Z channel, we'll get this pipeline as a result".
This is the focus of the conversation at Spryng —

how to stand out, stay top of mind and out-convert everyone else.

It's all about who's in the room

Events are not about presentations, but who's in the room. This room is going to be packed with the brightest, most ambitious B2B marketers fighting the same fight.

Spryng brings together B2B SaaS marketers in a relaxed atmosphere. The goal: high-quality connections between like-minded people.

Whatever problem you're having, many people have had the exact same problems and have long solved them.

At Spryng, you will:
• meet other SaaS marketers and build your network,
• get ideas to your specific challenges,
• learn what's working for others.

Drinks and chats go until midnight. Leave with a community that will last you a lifetime.

Topics you want to discuss. Hand-curated roundtables

You don't have generic problems, you have very specific problems. Others do too.

That's why we're organizing curated roundtables where you will meet people working on the exact same issues, and learn what's been working for them.

There will be 15+ topics and roundtables you can take part of. Everyone participates and shares. Each discussion is led by an authority practitioner.

Learn how to ...
• make your messaging truly resonate and drive more pipeline
• acquire new prospects and customers who fit the company's ideal customer profile
• stand out with pattern interruption marketing
• secure more budget for paid acquisition programs
• tell better stories in B2B marketing
• craft a strategic narrative and use it effectively
• make your marketing organization move faster and ship more
• run ABM the right way
• use personalization to drive better conversions in B2B marketing
• find new channels to drive more pipeline
• win more deals and bigger deals
• use competitive intelligence to win more deals
• conduct ICP research and use the insights for better marketing
• differentiate your business
• convert more visitors into customers
• understand and measure what's working

Learn what's working really well for everyone (and not), and use those insights to go faster.
We're carving out space in the agenda for hours of conversation and connection on these topics and beyond.

We'll introduce you to people you need to meet

You will get introduced to people who have a similar job at a similar-sized company with a similar GTM motion. So you can exchange notes.

No to stuffy conference rooms. This is an outdoor-first event.

We've rented out a beautiful brewery for the occasion. We're gonna be mostly outdoors. All you can eat and drink included with your ticket.

20-minute keynotes and hour-long discussion roundtables, followed by connection and conversation.

Who should come?

This event is for B2B SaaS marketers.

If you're in product marketing, demand gen, brand or growth marketing at a B2B SaaS company, this is for you. If you value building a strong network over seeing presentations, this is a fit.

If you're interested in

• driving more pipeline,
• working on your go-to-market strategy,
• messaging and positioning,
• marketing as a differentiator,
• experimentation and pattern interruption,

...this is for you.

Spryng is an event where we come together discuss and figure out how to win.

Keynote speakers

Every speaker is also a participant you can hang out and chat with. We facilitate connection making at roundtables.
Peep Laja
CEO
Wynter
As a 3x founder, he's learned a few things about winning.
Andrew Davies
CMO
Paddle
Andrew has been leading demand gen, brand, digital, ABM and content at various high-flying companies a CMO or VP Marketing for 15+ years.
Chris Walker
CEO
Refine Labs
Chris is challenging the current reality of B2B marketing and sales, and is working on the future for how B2B companies and revenue teams operate.
Jason Widup
VP MARKETING
METADATA
Jason runs marketing at Metadata, known for cutting through the noise. He brings a ton of experience at managing marketers, processes, and technologies that enable modern marketing.
Ben Labay
CEO
Speero
Ben is the leading thinker on conversion optimization and growth experiments for B2B marketing teams.
Alice de Courcy
CMO
Cognism
Experienced B2B SaaS marketing leader specialized in enabling SaaS companies and startups accelerate their growth. Consistently delivering over 51% of the new business revenue number through marketing.
Elena Verna
HEAD OF GROWTH
AMPLITUDE
Elena is the master of helping scaling B2B SaaS companies implement the Product-led growth (PLG) model.
Andrei Faji
Engagement Marketing
PandaDoc
Andrei has 12+ years of dedication to the practice of using stories to connect ideas and products with people. He blends meticulous customer research with the development of thoughtful brand experiences.
Tatiana Morozova
HEAD OF GROWTH STRATEGY
CLICKUP
As ClickUp’s Head of Growth Strategy, Tatiana is an expert at tried-and-tested strategies that deliver results. Prior to this, Tatiana was a Marketing Director at ServiceNow.
Emma Stratton
Founder
Punchy
Emma is a positioning & messaging expert. She connects the dots between your tech and your prospect’s world so your company can tell a story that sticks, stand out in the crowd, and sell more.

Moderators

These people lead discussions at roundtables. Each roundtable is centered around a specific topic, and focuses on what's working for everyone.
Bianca Dragan
Head of brand
paddle
Kirsten Newbold-Knipp
GTM EXEC
EX-CMO @ FULLSTORY
Deborah Kelson
VP Marketing
Switchboard
Alessandra Colaci
Head of Product Marketing
SparkPlug
Betsy Peters
VP of Marketing and Product Strategy
RIVA enterprises
Eric MacColl
Demand Gen Advisor
EX HEAD OF DEMAND GEN 
@ ATLASSIAN
Harsha Kalapala
VP PRODUCT MARKETING
Alertmedia
Justin Brock
VP of Demand Generation
CORO
Oana Manolache
CEO
SEquel.io
David Vogelpohl
CMO
FASTSPRING
Kathleen Booth
SVP Marketing
Pavilion
John Rougeux
Category designer
Category Design Advisors
Daniel J. Murphy
Strategy Consultant
EX VP marketing @ PRIVY
Josh Thomas
SVP Marketing
Madison logic
Becky Trevino
EVP PRoDUCTS
SNOW
Jeremy Adam
Web Strategy
BIGCOMMERCE
Alison Murdock
Founder
TRUSTED CMO

Agenda

MAY 1 : WORKSHOPS DAY

9 am
Messaging workshop with Emma Stratton

An engaging, half-day working session designed to teach you 4 proven, big-impact techniques that will up your skills and move your messaging forward.

Through a mix of lively instruction, real-world examples, and group exercises, you’ll workshop your own messaging with Emma's direct guidance and feedback.

What you’ll learn:

1. Connecting with customer motivation. Learn how to connect the dots between your product and your prospect’s life by understanding their pains and gains.
2. Value propositions, benefits, feature & hierarchy. Learn the different roles they play and the rules for value-based messaging that’s ”outside in” versus “inside out.”
3. Headlines & body copy. Learn awesome formulas and power-writing tips to speed up and strengthen your headline and body copy.
4. Storytelling. Learn a simple and effective framework for a more compelling narrative arc and story about your product.
1 pm
Growth experimentation workshop with Tatiana Morozova and Ben Labay
 
Join Ben Labay from Speero for a 3 hour workshop on XOS, the Experimentation Operating System.

This system is designed to help marketers gain control of their systems of marketing experimentation, learning and measurement.

During the workshop, we'll cover the key 4 flywheel components of XOS:

1. assessment and integration, how to merge the business growth model with customer needs
2. planning and process, how to prioritize, document, and communicate the plans without being a deck or process monkey
3. testing and learning, what are the frameworks and best practices for when to run what experiments
4. decisions and action, learn frameworks to act with the data at hand, and communication tools and rituals to move your team into action.

Plus you'll leave with a ton of assets: Miro boards, Airtable templates, all the tools and tips and tricks we use in 100s of testing programs.

6 pm
Spryng pre-party.
Get to know your fellow attendees before the conference day.
‍‍
Bonus: get feedback on your website copy by pro B2B copywriters.

We have B2B copywriters on stand-by all day to help you improve your website or landing page copy. Book a suitable time slot and improve conversions on your website or key landing pages.

MAY 2 : CONFERENCE DAY

10:00 am

Peep Laja: How to Win

Everyone is using every channel. Everyone is basically saying the same things.

Everyone has access to the same data, the same tech stacks, the same media, and the same agencies. The products are mostly undifferentiated, the strategies are well-known, and the playbooks are common knowledge.

What's the advantage you can have to win?

10:20 am

Andrew Davis: Building a Brand-to-Demand Engine

How to ensure your brand messaging directly contributes to pipeline, deal size, and efficiency.

Too often, brand and demand investments are disconnected; no single story unifies the strategy.

Drawing from experience as an SaaS founder (Idio.ai, acquired 2019), running brand & demand at Optimizely, and now as CMO at Paddle.com, Andrew will explore how the best B2B brand messaging unlocks pipeline.

You will walk away with practical frameworks on how to structure your narrative, unify brand & demand efforts, and defend brand investments in a tough economic climate.


10:40 am

Alice de Courcy: Optimizing pipeline for efficient growth

• getting more high-ACV good-retaining customers

• turning ‘unhealthy’ customers into good business


Almost overnight we have shifted gears. We have gone from ‘growth at all costs’, to a laser focus on efficiency and profitability. These operating models are very different and require a similar shift in strategy in order to successfully adapt, survive and thrive.

So how do you go about optimizing your marketing approach to make it as efficient as possible? What changes do you need to make to ensure that you are generating more of the high-ACV, high-retaining customers, and at the same time, turning that ‘unhealthy’ portion of your customer base into good business?

11:00 am

Break

11:30 am

Discussion roundtable #1

There are 20 tables - each with a different topic. Choose a topic of interest and join that conversation.

How to

• make your messaging truly resonate and drive more pipeline
• acquire new prospects and customers who fit the company's ideal customer profile
• stand out with pattern interruption marketing
• secure more budget for paid acquisition programs
• tell better stories in B2B marketing
• craft a strategic narrative and use it effectively
• make your marketing organization move faster and ship more
• run ABM the right way
• use personalization to drive better conversions in B2B marketing
• find new channels to drive more pipeline
• win more deals and bigger deals
• use competitive intelligence to win more deals
• conduct ICP research and use the insights for better marketing
• differentiate your business
• convert more visitors into customers
• understand and measure what's working

Learn what's working really well for everyone (and not), and use those insights to go faster.

12:30 pm

Lunch and networking

1:30 pm

Andrei Faji: How to connect with your ICP in a meaningful way

With access to data at their fingertips, marketers have forgotten how to connect with their users on a human-level. Most B2B SaaS companies obsess over spreadsheets and dashboards while ignoring insights uncovered from connecting with their ICP in a meaningful way.

The results? Vague messaging, uninspiring customer stories, and dull content.

Learn the interview techniques and research framework to uncover how your customers think, talk, and behave. Then turn those insights into content and experiences to drive more growth and deeper relationships with your most valuable users.

1:50 pm

Elena Verna: The role of marketing in PLG success

How can marketing help B2B SaaS companies win with PLG?

2:10 pm

Jason Widup: How to run a scientific experimentation process in marketing

Most B2B marketers don't experiment enough. We've all heard the excuses: there's not enough volume in B2B, I don't have enough resources, or I know what resonates with my ICP.

The reality is, marketers who experiment consistently as part of their normal strategy have greater success than those who don't. Join Jason Widup, VP of Marketing at Metadata, as he walks through the process his team uses to bring a scientific approach to experimentation.

2:30 pm

Break

3:00 pm

Discussion roundtable #2

There are 20 tables - each with a different topic. Choose a topic of interest and join that conversation.

How to

• make your messaging truly resonate and drive more pipeline
• acquire new prospects and customers who fit the company's ideal customer profile
• stand out with pattern interruption marketing
• secure more budget for paid acquisition programs
• tell better stories in B2B marketing
• craft a strategic narrative and use it effectively
• make your marketing organization move faster and ship more
• run ABM the right way
• use personalization to drive better conversions in B2B marketing
• find new channels to drive more pipeline
• win more deals and bigger deals
• use competitive intelligence to win more deals
• conduct ICP research and use the insights for better marketing
• differentiate your business
• convert more visitors into customers
• understand and measure what's working

Learn what's working really well for everyone (and not), and use those insights to go faster.

4:00 pm

Break

4:30 pm

Discussion roundtable #3

There are 20 tables - each with a different topic. Choose a topic of interest and join that conversation.

How to

• make your messaging truly resonate and drive more pipeline
• acquire new prospects and customers who fit the company's ideal customer profile
• stand out with pattern interruption marketing
• secure more budget for paid acquisition programs
• tell better stories in B2B marketing
• craft a strategic narrative and use it effectively
• make your marketing organization move faster and ship more
• run ABM the right way
• use personalization to drive better conversions in B2B marketing
• find new channels to drive more pipeline
• win more deals and bigger deals
• use competitive intelligence to win more deals
• conduct ICP research and use the insights for better marketing
• differentiate your business
• convert more visitors into customers
• understand and measure what's working

Learn what's working really well for everyone (and not), and use those insights to go faster.

5:30 pm

Chris Walker: The Attribution Mirage - A Breakdown of Current B2B Marketing Measurement Strategies

The way B2B buyers discover, research, evaluate, and purchase products has fundamentally changed over the past 5 years, but B2B measurement and attribution models haven't. Specifically, the rapid rise of "dark social" - social media, podcast, word of mouth, communities, 3rd party events, etc. - that many buyers use throughout their buying process that don't get tracked properly by attribution software.

Chris Walker, CEO & Founder of Refine Labs, will present data that demonstrates the limitations of current B2B measurement strategies and introduce a proprietary framework called "Hybrid Attribution" you can use to close the measurement gaps.

6:00 pm

DINNER, DRINKS AND CONNECTIONS until midnight.

We talk shop, have a good time and forge lifelong friendships.

Venue

Location: Central Machine Works.
4824 E Cesar Chavez St, Austin, TX 78702

Nearby hotels you could stay at:
Heywood Hotel
Mint House at The Hatchery
Frances Modern Inn
East Austin Hotel
Or anywhere downtown. Everything is a short Uber/Lyft ride away.

Get your ticket

The event takes place May 1st (workshops day) and May 2nd (conference day) in sunny Austin, TX.
Event only
$799
  • Full conference access on May 2
  • All you can eat and drink included


Event + workshops
$1199
  • Pre-conference workshops included (May 1)
  • Full conference access on May 2
  • Free copy review by pro copywriters
  • All you can eat and drink included
Bring your whole marketing team
30% off per person if you bring 3 people or more.
Get your whole team on the same page while getting precious bonding time.
Note: If you're an annual Wynter subscriber on the Enterprise plan, your ticket is free. Ask your customer success manager.

Event sponsors

Intersted in being a sponsor? Email [email protected]