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About This Webinar
94% of B2B marketers agree that trust is the key to success. Yet the average buyer is now exposed to more AI-generated content in a week than a human team produced in a month two years ago.

The noise floor has risen so high that generic content, no matter how well-targeted, simply disappears. For account-based programmes targeting tier-one buyers, the stakes are higher: these are named accounts with named decision-makers who can smell a template.

The programmes breaking through in 2026 share one trait: their content is undeniably theirs. Real data. Real executives. Real points of view that no competitor can replicate. AI sharpens the storytelling and scales the distribution, but it never manufactures the story itself. This session shows you how to build an ABM content engine around defensible angles, proprietary research, executive voice, and customer proof that makes tier-one accounts stop scrolling. You’ll see how one programme used a single original insight to generate a webinar, a lead magnet, and six months of social content.

You’ll leave with the story audit framework that identifies your most defensible angles.


AGENDA

1. The AI content flood and the trust gap: How the explosion of AI-generated content is eroding buyer trust and why generic ABM personalisation no longer differentiates. Data from Edelman-LinkedIn (2025): buyers rating content ‘extremely influential’ are 131% more likely to purchase.

2. Building your defensible content stack: The three sources of content only your company can own: proprietary data and original research, executive point of view, and named customer proof. Learn how to identify which assets your company already has, where the gaps are, and how to apply the story audit framework.

3. One story, ten assets: the leverage model. How to take a single original insight and architect it into a webinar, a lead magnet, a social series, a PR angle, and a sales one-pager — all mapped to the ABM account journey. Real example from an OrbitalX client programme.
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Stuart Dale
Co-Founder, OrbitalX
Stuart Dale is a founder at OrbitalX, who has supported over 100 B2B software companies in the last two years to build demand for their business.

After spending five years in New York, where he was responsible for building revenue at a Google Ventures-backed software company, which was eventually sold, he went on to build OrbitalX with the goal of helping more teams hit their revenue goals faster and more efficiently.

He has supported businesses ranging from Seed stage to publicly listed across the globe.
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Mark Choueke
Chief Creative Officer, OrbitalX
Mark Choueke is a former award-winning journalist and later author of the bestselling B2B marketing book Boring2Brave. Mark has built a reputation as a leader at the heart of the global B2B marketing and communications arena, has operated within large corporates and startups alike and also raised investment to found and run a successful tech marketing agency.

Mark was editor of Marketing Week magazine and, earlier, a business correspondent on the UK national newspaper The Sunday Telegraph. He then swapped journalism for marketing and has since served - either on senior leadership teams in-house or as a strategic advisor - more than 50 B2B technology companies across the world.

Mark is a regular conference keynote speaker and has guested on industry stages in numerous countries, including the likes of ‘Think with Google’ in London, ‘Viva Technology’ in Paris and AdWeek in New York City.

He is now a Chief Creative Officer at go-to-market agency OrbitalX.
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