Pick up your badge, eat food, drink coffee.

Opening with Peep Laja and Erik MacKinnon.

Every tool has every feature. Winning on more/better features is a transient advantage at best. So what do you do when you're very similar to other players in the market?

You're competing on your story.

Matthew Dicks is the world's number 1 storyteller. 52-time Moth GrandSLAM champion. His 2 books on storytelling, Storyworthy and Stories Sell, are incredible. He's giving a keynote on storytelling for business. Teaching everyone in the room how to do it.

Matthew is picking 3 attendees from the room and creating a business story for them. Live. In front of everyone.

You get to see how a winning business story gets built. Or you can volunteer, so the world's greatest storyteller helps build your story.

People are grouped to tables of 8 by company size and role. You will learn how your peers are approaching storytelling, you get ideas on how they're doing it, and you share your takes.

Everyone is grouped by title and company size, so you're sitting with peers. You get front-row access to unfiltered truths about what is actually working in the market right now, and get to share your lessons learned.

In an AI-driven world, mediocre is invisible. As generative systems increasingly decide which brands get cited, recommended, or ignored, visibility depends on content that is bold, trusted, and authoritative. In this session, Andrew Warden explains what actually drives visibility when LLMs become the new gatekeepers—and why SEO remains foundational. Expect a clear breakdown of the signals that matter - brand authority, original data, and ecosystem alignment - and how brands can escape the “beige tax” to become the sources AI chooses to surface.

A fuckup-night style teardown of everything we got wrong with AI in 2025: 
* failed "AI-stuffing,"
* broken acquisition bets,
* wrong team structure.

Then the fixes: how to rebrand into AI without buzzwords, why field and influencer marketing beat “AI-led” growth, and how to structure teams differently for each target.

Eat food, drink coffee.

A homepage refresh sounds straightforward until you realize your team cannot agree on the basics: what problem do we solve, who is our ICP, and what is our real differentiation. As companies grow, product complexity and a deepened leadership bench results in a generic, lowest-common-denominator message that satisfies no one.

Anthony Pierri, cofounder of FletchPMM, will share a step-by-step framework he's used with over 500 B2B companies, that will help your executives align around a positioning strategy, and then show you how to translate that message into a customer-facing homepage that keeps all your departments moving in the same direction.

Anthony and Rob will take a few companies from lame to great in front of everyone, using their experience and target customer insights.

Every attendee fills out a survey before coming to the event. In this round people are grouped by interest in a specific topic they indicated in that survey.

Every attendee fills out a survey before coming to the event. In this round people are grouped by interest in a specific topic they indicated in that survey.

EVERYONE is talking about investing in events this year. It's something we've built our entire GTM motion around and is our fastest growing, repeatable channel. We'll share the types of events that work (executive dinners vs. big booths vs. happy hours), how to measure, what sales actually follows up on, how to automate nurture, and where most people fall down on that can make or break your event ROI.

We’ll rage-vent about how “marketing = pipeline” flattened brand into "20% of your budget for funsies", why the best companies feel a little wheels-off, and how to talk about real brand impact without pretending everything is perfectly measurable.

We can chill at the venue for an hour for chats and drinks.

After everyone's had dinner somewhere in town, we'll reconvene for the Spryng after party.

Location: Neon Grotto rooftop (downtown Austin, 318 Colorado St, Austin, TX 78701)