Why do paid marketers use industry averages as goals when they’re so… average?
This talk is for paid media specialists and marketing managers who are tired of celebrating campaigns that hit industry standards, but barely register with real people. You’ll learn how to turn those benchmarks into the bare minimum – and set your own, higher aspirations by taking a step back from the reporting dashboard to put yourself in your audience’s shoes.
We’ll explore how “industry average thinking” quietly shapes the choices you make – from the channels you avoid, to the creative you tone down, to the ideas you never test. You’ll learn how to rebuild your approach around your audience’s real behaviour, discovering why simple, human-first creative outperforms over-engineered “best practice” B2B marketing.
This isn’t about new metrics - it’s about your mindset, and how looking beyond the benchmarks can help you create ads that not perform better, but really resonate.

Feel overwhelmed by AI? Knowing where to start can be the hardest part. Attend this group therapy session with our speaker Ben, with his reassuring message for paid media teams. Take comfort in his overview of technologies that help you Think Deeper, Work Smarter and just Be Lazier. Sit back, relax and enjoy your favourite substance: the AI is here to do your thinking for you. You can expect to leave feeling lighter and with some practical ideas for making your professional life easier - and more competitive.