Workweek Gathers 50 Top B2B Marketing Leaders for 2nd Annual Upfronts in Austin

Austin, Texas – Adam Ryan, co-founder and CEO of Workweek, is set to host the company's 2nd Annual Upfronts in Austin, gathering 50 of the top B2B marketing leaders. The exclusive event, scheduled for the coming week, will focus on critical discussions around 2026 trends, creator strategy, and scaling opportunities within the B2B marketing landscape. Ryan announced the event on social media, stating, > "One week out: our 2nd Annual Upfronts. 50 of the top B2B marketing leaders join us in Austin to talk 2026 trends, strategy with creators, and scaling opportunities. Plus a few good parties. I have 3 spots to give out. DM if you want in."

Workweek, founded in 2021, operates as a B2B media company that champions a creator-led model, aiming to reshape traditional business media by empowering industry experts to build audiences and provide valuable content. The "Upfronts" event, a concept traditionally used by media companies to present upcoming programming to advertisers and secure early commitments, is adapted by Workweek to foster strategic discussions and partnerships with its key clients and industry leaders. This gathering underscores Workweek's commitment to client success and brand partnerships.

Discussions at the Upfronts are expected to delve into the evolving B2B marketing environment for 2026. Key trends include the increasing integration of AI for data-driven insights and content optimization, alongside a significant shift in buyer behavior towards digital-first and self-service models. The event will also highlight the growing influence of the "hybrid creator/marketer era," where authentic voices and niche communities are becoming central to B2B engagement.

The focus on "strategy with creators" reflects a broader industry movement where B2B companies are leveraging individual experts and micro-influencers to build trust and community, moving beyond traditional follower counts. This approach emphasizes human-centered storytelling and the development of high-value, engaged communities. The gathering of 50 top B2B marketing leaders in one location signifies a strategic effort by Workweek to facilitate high-level networking and collaborative problem-solving on these pressing industry challenges and opportunities.