You've been told the only way to win at conferences is to buy a booth, hand out swag, and hope the right person stops by.Meanwhile, $48,000 later, you've got a stack of business cards you'll never follow up on and zero pipeline to show for it. What if instead of renting a booth, you built a world — one that people lined up to walk through?Pablo Gonzalez did exactly that. As Chief Evangelist at Oo (an AI maintenance solution for property management) and founder of Be the Stage, Pablo designed a category, built distribution through content co-creation, and executed a "lightning strike" takeover of the Broker/Owner conference — generating $2.5M in closed-won revenue in 36 hours on a $48K budget.In this Strike Marketing Summit session, Pablo walks through every detail of how he did it — and the principles any founder can apply.What you'll learn:• The "AI Pavilion" playbook — how Pablo secured a free 2,400 sq ft room, branded it as an industry-wide AI hub, and filled it with demos, research stations, and content co-creation activations • The POV-first content strategy — how a category-design point of view about maintenance-driven reputation risk became the narrative engine for every piece of content, partnership, and activation • Borrowed credibility and socially validated distribution — why getting butts in seats is easy when the audience already trusts the partners who brought them to you • The "From-To" story arc — how Pablo engineered a specific transformation (AI as tool → AI as teammate) and orchestrated every element of the experience to drive it • The content co-creation engine — the podcast-as-trade-show-booth model that creates distribution, validates pain, builds alliances, and produces content simultaneously • Wow moments on a budget — Meta Ray-Ban glasses for top clients, a roaming AI photo booth, anthropomorphized AI agent demos, and live market research gamification — all within a $48K budgetAbout Pablo Gonzalez: Pablo is Chief Evangelist at Oo and founder of Be the Stage, a marketing agency specializing in content co-creation and trade show activations. He's built a $40M channel for a real estate development company, created the largest community event in the property management industry, and co-hosts Category Thinkers alongside Kevin Maney and Mike Damphousse.About the Strike Marketing Summit: The Strike Marketing Summit brings together practitioners of category design, virtual summits, and content-driven growth to share real playbooks — not theory — for bootstrapped B2B founders breaking through the invisibility ceiling.⏱️ CHAPTERS 0:00 2.5M Revenue Teaser 0:26 Two Truths and a Lie 1:22 Audience Guesses the Lie 2:51 Shark Tournament Reveal 4:28 Session Format and Goals 5:34 Pablo Origin Story 6:39 Joining Oo as Evangelist 8:27 POV Workshop and Narrative 11:02 Podcast Booth Strategy 12:00 Breaking Into the Clique 15:56 AI Summit and Alliance 16:59 Securing the AI Pavilion 19:03 AI Pavilion Activation 23:23 Results and ROI Breakdown 25:47 POV as Content Engine 27:15 Lightning Strike Principles 27:43 Distribution Channels 29:28 Borrowed Credibility 32:08 From To Story Arc 34:59 Wow Moments Budget 37:26 Content Co Creation Engine 40:27 Podcast Booth Setup 43:27 Serve With Superpower 49:28 Q&A Staying Focused 51:53 Adapting For Communities 55:47 Wrap Up And Thanks🎯 Ready to stop being invisible? Book your free 30-minute strategy call: [STRATEGY_CALL_LINK]📬 Subscribe to the Startup Strike Newsletter: https://strikemarketing.news Get full access to B2B Events at b2bevents.live/subscribe

Most summits don’t fail because the content is bad.They fail because they’re built around information — not connection.In this session from the Strike Marketing Summit, Rachel Starr (Founder of Co-Creator Society and Circle Certified Partner) reveals how to design a summit that:• Increases live attendance• Boosts engagement• Converts at higher rates• Turns attendees into long-term community membersShe breaks down the 5-part Connection-First Summit Framework:1. Attract aligned speakers2. Design for interaction (not consumption)3. Build one simple home base4. Create built-in connection moments5. Use your summit as a launchpadIf you’re running summits to generate leads, launch memberships, or build category authority — this is required viewing.Because a summit isn’t content.It’s a catalyst.🕒 Chapter Markers (Keep These)00:00 From Content to Experience: The Mindset Shift That Changes Everything00:20 Smooth Jazz Banter + Welcoming Rachel Starr01:24 Meet Rachel Starr: Community Strategist Intro02:15 Two Truths and a Lie05:21 Prize Reveal: Free Month of Co-Creator Society07:44 Build a Summit That Grows Your Business Through Connection09:40 Why Most Summits Fall Flat: The 4 Big Experience Problems13:28 Community Is the Conversion Engine16:35 Pop Quiz: What’s the Real Engine Behind a Successful Summit?20:17 Case Study: Inside the Co-Creator Growth Summit25:57 The Connection-First Framework31:26 Behind the Scenes Tour: Summit Hub & App35:49 What Attendees Actually Want38:45 Turning Summit Momentum Into Ecosystem Growth41:34 5 Practical Next Steps52:08 Marketing Timeline & Monetization Strategy55:49 Community Building Secrets + Wrap-Up Get full access to B2B Events at b2bevents.live/subscribe

You've built the sales page. You've tweaked the headline. Maybe you've followed Russell Brunson's playbook to the letter. And it worked — a little. Not nearly enough. So you built another one.Chris Stanley has a name for this: the tornado trap. And in this session from the Strike Marketing Summit, he explains exactly why it keeps happening — and the one shift that broke the cycle for him.Chris is the founder of IA Path and Mini Book Publishing, the author of 21 Amazon bestsellers, and the architect of a $700K-per-year online business he runs from a sailboat in Florida. He built it — not through a breakthrough launch or a viral moment — but through a 10,000-word book he wrote about insurance adjusting. He started with haters on LinkedIn questioning his credentials. Nine years later: $700K a year, three years running.Here's the insight that changed everything for him: funnels cash in on belief that already exists. If someone is already searching for what you sell, a funnel converts that existing conviction into a sale. But if you're a bootstrapped founder in a new category — building something the market doesn't have language for yet — there's no existing belief to cash in on. And no funnel, no matter how well-built, can manufacture it. You need a flywheel.What you'll learn in this session: • The 3 problems every founder faces in sequence — the credibility crisis, the tornado trap, and category confusion — and why they compound on each other • Why funnels are tornadoes (fast to spin up, fast to die) and flywheels are hurricanes (slow to build, massive and sustained impact) — and the Flywheel Law: a belief flywheel lasts 1,000 times longer than a funnel • The 5 elements of a hurricane-strength flywheel: market need, powerful POV, consistent messaging, belief echo, and category clarity • The 3-stage build system — Idea → Identity → Impact — and why a mini book is the fastest path through all three stages • The content engine that flows from a flywheel: Book → Content → Conversations → Customers • How to find your unique POV (hint: it's simpler than you think) and test your framework before you write a wordAbout Chris Stanley: Chris Stanley is the founder of IA Path and Mini Book Publishing. Starting as an insurance adjuster, he built a $700K/year online education business through a series of mini books — 21 of which have hit the Amazon bestseller list. He runs his business remotely from a sailboat and a school bus. His book Mini Book Flywheel releases in January 2026.Get his free mini books: https://minibookpublishing.com/freeAbout the Strike Marketing Summit: The Strike Marketing Summit is a two-day virtual event for bootstrapped B2B founders who are invisible despite doing great work. Hosted by Fernando Labastida, Founder of Strike Marketing Institute, the summit teaches the Strike Marketing Model: category design, a startup book, a summit strike, content cascade, and AI amplification — the third path between blitzscaling and the content hamster wheel.⏱️ CHAPTERS00:00 Funnels vs Flywheels 00:35 Meet Chris Stanley 02:35 Seven Days to 700K 04:30 Tornado or Hurricane 05:52 Origin Story and Proof 08:07 Mini Book Breakthrough 09:10 Life Currency Giveaway 12:19 Three Business Problems 12:51 Credibility Crisis 15:00 Tornado Trap Funnels 16:38 Borrowed Demand Explained 18:38 Hurricane Flywheel Mindset 21:40 Flywheel Creates Belief 22:15 Flywheel Law Giveaway 25:17 Category Confusion Fix 27:05 Mini Book Flywheel System 29:07 Mini Book Flywheel 29:28 Book Becomes Business 31:02 Hurricane Flywheel Elements 31:42 Warm Water Market Need 32:59 Point of View Gravity 34:11 Messaging and Belief Echo 35:15 Category Clarity Eye 36:18 Build Your Flywheel Stages 37:03 Idea Identity Impact 39:24 Mini Book Authority Boost 42:28 Content to Customers Loop 44:01 Funnels Versus Flywheels 45:07 Giveaway and Free Books 49:08 Writing a Book Fast 51:17 Series Bundle Walkthrough 53:08 Finding Your Unique POV 54:24 Testing Frameworks 57:43 Book Revenue and Wrap Up🎯 Ready to stop being invisible? Book a free 30-minute strategy call with Fernando: https://calendly.com/fernando-aimarketingcasestudies/call-with-fernando📬 Subscribe to the Startup Strike newsletter — category design, summit strategy, and founder visibility, every Tuesday: https://strikemarketing.news#StrikeMarketing #CategoryDesign #BootstrappedFounder #MiniBook #VirtualSummit #B2BMarketing #InvisibleExpert #ContentMarketing #SalesFunnel #Flywheel Get full access to B2B Events at b2bevents.live/subscribe

Most companies compete harder. Very few change the game.In this Strike Marketing Summit fireside chat, Kevin Maney and Mike Damphousse unveil the thinking behind their upcoming book, The Category Creation Formula — a decade of real-world category design distilled into a clear, repeatable framework.This is not positioning theory. It’s market-making strategy.Drawing from 10+ years of hands-on work with startups, scale-ups, and enterprises (including LinkedIn, Guidewheel, and more), Kevin and Mike break down how new market categories actually emerge — and why most companies miss the moment.The core insight:Every new category follows the same logic:Context + Missing + Innovation = New Market CategoryIn this conversation, you’ll learn:Why category design is strategy, not marketingHow new contexts (AI, geopolitics, supply chains, social shifts) create entirely new problemsHow to identify what’s missing before competitors see itWhy the Adjacent Possible determines whether innovation succeeds or diesHow iconic leaders (Steve Jobs, Jeff Bezos, Uber) instinctively followed this formulaWhy category design must be CEO-led, not delegatedWhy categories are a long game, built through sustained “strikes,” not one launchKevin and Mike also share never-before-public material from their new book, including:How to set category rules so competitors are forced to follow youWhy great category names combine old language + new meaningHow to write a Category Point of View (POV) that aligns product, sales, and marketingReal stories of founders who finally “saw” their category — and unlocked growthIf you’re building something new - or struggling to stand out in a crowded market - this session offers a mental model that clarifies everything downstream: product, messaging, GTM, and growth.This is category design, evolved.⏱️ Key Moments00:00 Why new contexts create new markets02:05 The origins of the Category Creation Formula05:54 Real category design case studies09:31 Context + Missing + Innovation explained12:06 Steve Jobs as the ultimate category designer14:04 The “Adjacent Possible” framework18:46 How category rules get set (Uber example)22:54 How to build a true Category POV36:56 Common myths about category design44:28 Why category creation is a long game49:38 Guidewheel: a modern category success story Get full access to B2B Events at b2bevents.live/subscribe

How do you grow a business when content is everywhere, AI is flooding the market, and trust is harder than ever to earn?In this Strike Marketing Summit session, Darrell Vesterfelt breaks down the growth system he’s used to:Drive $100M+ in revenueGenerate 100,000+ summit registrationsTurn live events into compounding community enginesHelp creators and companies build million-dollar communitiesDarrell’s journey spans early webinars in 2012, 150 webinars in 12 months at ConvertKit, launching massive summits like the School of Traditional Skills (101,000 signups in year one), and now leading growth at Mighty Networks.But this isn’t a tactics talk.It’s a systems talk.What you’ll learn:Why summits aren’t campaigns — they’re enginesThe real reason webinars worked at ConvertKit (hint: product-market fit comes first)How one summit took a company from zero to 5,000 paying members in a weekWhy AI is killing courses — and elevating communityHow just 30 people can be the foundation of a real businessWhy results matter more than features (and always will)Darrell also introduces a powerful shift happening right now:the move from education → participation, and from content → community.If you’re a founder, marketer, creator, or operator trying to stand out in an AI-crowded market, this session lays out a clearer path forward than most “growth hacks” ever will.⏱️ Key Moments:00:00 Why ambitious goals matter03:38 From webinars to 100K-person summits07:13 Turning a summit into instant traction15:31 Product-market fit vs. pushing the boulder uphill23:44 Growth lessons from ConvertKit29:42 Why challenges outperform courses33:09 How AI is changing learning forever35:48 Why small communities can be big businesses41:22 Community as the new growth advantage46:43 Results > features (the real differentiator) Get full access to B2B Events at b2bevents.live/subscribe

Bryan Funk grew a company from $1M in ARR to $100M in just a few years using a go-to-market method I’m convinced will be the killer GTM strategy for 2026 and beyond.And here’s the part that hit me hardest: He was doing Strike Marketing before the term even existed.Back in December, I made a very public bet.I decided that Strike Marketing could become a legitimate category, not just a framework, not just a clever phrase, but a real way of thinking about go-to-market that cuts through the marketing industrial complex.So I spent eight weeks organizing the Strike Marketing Summit to launch the category into the public eye.What I didn’t expect was that one of the speakers would completely validate the model…and quietly add a twist that made it even stronger.That speaker was Bryan Funk.The Poster Child for Strike Marketing (Before It Had a Name)At Virtuous Software, Bryan wasn’t just “doing marketing.”He was heading up category strategy.Together with the team, he helped launch Responsive Fundraising as a new category inside the nonprofit world, reframing how modern fundraising should work in an always-on, donor-centric environment.That alone is notable.But here’s where it gets interesting.The Book Came First. Not the Product.Virtuous’s founder and CEO, Gabe Cooper, didn’t just pitch a product.He wrote the book Responsive Fundraising, laying out the philosophy, the methodology, and - most importantly - the language of the category.That book did what great category books always do:It didn’t sell software. It taught a new way of thinking.Then Came the Event EngineHere’s the move most companies miss. Bryan didn’t treat events as one-off lead gen stunts. He designed and launched a quarterly virtual summit engine whose sole job was to promote the category.Not Virtuous. Not features. The category.Over time, those summits turned Responsive Fundraising from an idea into an established concept inside the nonprofit space.This is Strike Marketing in its purest form: designed moments that force a market to pay attention.Speakers Weren’t “Guests.” They Were Megaphones.Another key detail most people gloss over: Bryan didn’t just invite speakers and hope they promoted. He worked with each speaker before the summit - extensively.He made sure they understood:* The category context* The narrative arc of the event* Where their talk fit into the bigger storyThe result?The speakers didn’t just deliver talks. They became evangelists for the category. High-Production Signals AuthorityThen Bryan and his team added a powerful signal.They created a hybrid in-person speaker experience with a virtual audience, flying speakers into Virtuous’s warehouse-style offices, building three stages, and hiring a professional production crew to livestream every session.It felt less like a webinar…and more like a TEDx-level experience.Content That Actually Deserves AuthorityHere’s the quiet genius part. Bryan created the ultimate expression of Google’s EEAT framework - content rooted in Experience, Expertise, Authority, and Trust.Each summit generated:* Dozens of high-credibility content assets* Enough material to fuel an entire year of marketing* Content sales teams could actually useWhat higher authority content can a company create other than what the speakers at their own summits can produce?The Whole Company Was InvolvedOne final piece most GTM teams never pull off. Sales reps. Customer success. Marketing.All were involved in recruiting speakers, shaping topics, and feeding insights back into sales conversations. The category galvanized the company, and got everybody on board with the same mindset, vocabulary and belief system.The PunchlineLittle did Bryan Funk know…he may have been one of the first Strike Marketers - years before the term was ever coined.If you want to see what this looks like in practice, I highly recommend watching Bryan’s full talk.It’s one of the cleanest real-world validations of Strike Marketing I’ve ever seen. Get full access to B2B Events at b2bevents.live/subscribe

Most founders don’t fail because they execute poorly.They fail because they execute really well—on the wrong thing.In this opening panel of the Strike Marketing Summit, we dig into a critical but often misunderstood idea:👉 Category design comes before marketing.Before funnels.Before ads.Before content.Before AI tools.Featuring a powerhouse group of category design practitioners and strategists—Kevin Maney, Mike Damphousse, Chris Stanley, Pablo Gonzalez, and Fernando Labastida—this conversation breaks down why marketing tactics fail when the underlying category hasn’t been designed intentionally.You’ll learn:- Why marketing can’t fix a poorly defined category- How category design shapes the market before demand generation- The Category Creation Formula: Context → Missing → Innovation- Why language and vocabulary determine how markets formHow founders accidentally inherit categories—and the constraints that come with themIf you’re building a startup, launching a second-act business, or trying to escape competition traps, this session will change how you think about growth.00:00 Introduction to Market Perception00:49 Welcome to Strike Marketing Summit01:27 Overview of the Summit Agenda03:16 Deep Dive into Category Design07:44 Panel Discussion: Defining Category Design20:40 Identifying Market Problems29:46 Engaging with Your Target Market30:15 The Importance of CEO Involvement30:57 Best Practices for Category Design31:50 The Category Formula: Context, Missing, Innovation34:15 Creating a Compelling Category Narrative36:41 Challenges in Category Design41:12 Mobilizing a Category49:04 Real Estate and Category Design55:18 Closing Thoughts and Next Steps📌 This panel set the intellectual foundation for the entire Strike Marketing Summit. Get full access to B2B Events at b2bevents.live/subscribe

Most brands are still screaming for attention. Scott Martin believes the future belongs to the ones who earn trust.In this episode of The Viral Genius Podcast, Fernando Labastida sits down with Scott Martin — CEO of Groundswell Origins, author of Groundswell: The Unseen Wave of Business Growth, TEDx speaker, and creator of the upcoming book Title Shift. Together, they unpack one of the most important shifts happening in marketing today: the move from an attention economy to a trust economy.Scott explains why consumers are overwhelmed, skeptical, and tired of “growth hacking theater”… and why the brands that win next will be the ones that build authentic, coherent experiences from the very first touchpoint all the way through delivery. He calls this new category Brand Coherence — the strategic bedrock for sustainable growth in an age of AI, content overload, and mistrust.You’ll also hear:Why “trust → like → know” is the new buying cycleHow AI-generated perfection is accelerating mistrustWhat Scott learned from decades in growth hacking — and why he walked away from itHow his Groundswell Method helps companies grow without traditional marketingThe power of circles of trust, superconsumers, and founder-led category creationWhy patience may actually be the greatest “growth hack” of allThis is a rich, future-forward conversation about designing brands people actually believe in — and why transformation (not tactics) is the real engine of word-of-mouth.If you’re a founder, marketer, creator, or anyone trying to build something that lasts, this episode is a north star.CHAPTERS00:00 — Introduction: Content Overload & Mistrust00:46 — Meet Scott Martin02:11 — The Premise of Title Shift03:26 — Entering the Age of Mistrust04:49 — Circles of Trust & the Return to Community06:50 — Defining a New Category: Brand Coherence08:44 — Sustainable Growth Marketing09:14 — What Brand Coherence Really Means16:02 — The Groundswell Method Explained20:05 — Transformation as the Ultimate Growth Loop26:46 — Lightning Strikes & Community Building33:28 — Closing Thoughts & What’s NextWhere to Find Scott MartinWebsite: https://groundswellorigins.comYouTube: https://groundswell.tvLinkedIn: Search Scott A. Martin – GroundswellGroundswell Inner Circle Community: https://groundswellinnercircle.comPodcast: The Groundswell Podcast (available on all major platforms) Get full access to B2B Events at b2bevents.live/subscribe

Register here → https://summit.strikemarketingsummit.com/talks/the-future-of-content-operations/If you’ve ever been seduced by the endless parade of shiny AI tools—and then wondered why your content still doesn’t work—this conversation with Audra Carpenter is your wake-up call.Audra has been doing content marketing since Obama’s first term. She’s logged her “10,000 hours” inside the chaos of AI implementation, and she’s emerged with something founders desperately need: a practical, battle-tested blueprint for turning AI into an actual operating system for your content. Not a toy. Not a trick. A system.In this speaker-preview episode, Audra breaks down:🔥 Why AI is incredible at “macro” work—but fails spectacularly at the micro decisions humans make without thinking(“AI will 100% miss the tiny nuances you make unconsciously. It’s a black box.”)🔥 The hidden, unconscious micro-steps that make or break your content workflowsShe explains why everyone gets stuck when they try to “just have AI write the blog post.”🔥 The 3 roles every company will soon have: Architect, Operator, AutomatorAnd why founders must stop chasing tools and start building infrastructure.🔥 How to build AI-powered workflows that actually scale your businessAgents aren’t autonomous yet—but the workflows she’s building today are “sexy, powerful, and real.”🔥 Why the ONLY unfair advantage left in marketing is your humanityAs AI removes barriers, differentiation becomes emotional, relational, and strategic—not technical.About Audra’s Strike Marketing Summit TalkTitle: From Workflows to Intelligence: The Future of Content OperationsWhen: Friday, December 12 · 1–2 PM CT (2–3 PM ET)Where: Strike Marketing Summit (100% virtual & free)Register: https://summit.strikemarketingsummit.com/talks/the-future-of-content-operations/This session is a must-attend for founders, marketers, and operators who want to build a content machine that runs with AI—not against it.Audra will show you how to shortcut years of trial and error… and finally get AI to produce consistent, usable, on-brand output.Soundbites You’ll Love“Not all the shiny tools.”“AI is great at macro work—not the micro.”“I want to shortcut it for you.”“Workflows are the future. Agents aren’t here yet.”“Marketing is still marketing—we just have a different tool.” Get full access to B2B Events at b2bevents.live/subscribe

Navigating Data Challenges for AI SuccessIn this episode, Fernando Labastida talks with Eduardo Ortiz Ramírez about one of the most overlooked barriers to AI success: the quality of a company’s data and processes. Eduardo explains why data problems can derail even the most ambitious AI initiatives—and why the solution isn’t always a massive, expensive digital transformation.Instead, he shares a more practical path: intelligent reinvention. This approach centers on identifying strategic pain points, implementing quick wins, and modernizing processes in targeted, high-impact ways.If your organization is struggling to make AI work—or you're unsure how to prepare your systems and people for AI adoption—this conversation gives you a roadmap for getting unstuck.Chapters00:00 Introduction to the Viral Genius Podcast00:40 Understanding Intelligent Reinvention Get full access to B2B Events at b2bevents.live/subscribe