ANA B2B Committee: Turning 2025 Momentum into 2026 Success (In-Person Only)

The ANA B2B Committee will convene in person at ANA headquarters for a focused program addressing the opportunities and challenges shaping the future of business-to-business marketing. This meeting will feature new research insights, peer-driven discussions on critical channel strategies, and a panel reflecting on key takeaways from the 2025 ANA Masters of Marketing.

Designed for B2B Committee members and ANA client-side marketer members, the session provides a forum for professional learning, collaboration, and strategic planning to help drive success in 2026 and beyond. Secure your spot today.

AGENDA:

9:30 AM - 10:00 AM
ATTENDEE CHECK-IN


10:00 AM - 10:10 AM
OPENING REMARKS FROM THE ANA


10:10 AM - 10:30 AM
ATTENDEE INTRODUCTIONS 
Kick things off by getting to know your fellow committee members. Each attendee will briefly introduce themselves and share a fun icebreaker question to spark conversation. It’s a chance to put names to faces, discover common interests, and set the stage for an engaging, collaborative meeting.


10:30 AM - 11:00 AM
THE RISE OF THE CONFIDENT MARKETER: WHAT DRIVES IMPACT IN B2B MARKETING
The ANA’s first benchmark study, The Confident B2B Marketer: A 2025 State of B2B Marketing Study, highlights both the persistent challenges B2B marketers face, like attribution, brand ROI, and sales alignment, and the emergence of a new leadership model. This session will share key findings and highlight what senior marketing leaders are doing to navigate today’s challenges and drive impact.

Sonia David
Vice President, B2B Practice
ANA



11:00 AM - 11:45 AM
CHANNEL MARKETING ROUNDTABLES: TACKLING TODAY’S PARTNER OPPORTUNITIES & CHALLENGES
Join fellow B2B marketers for an interactive set of roundtable discussions exploring today’s most pressing channel-marketing opportunities and challenges. Channel Marketing helps ensure you are maximizing marketing messaging and influence in every aspect of your go-to-market channels. Each table will focus on a different theme—from cloud marketplaces and partner enablement to co-marketing strategies and performance measurement—creating space for open dialogue and peer insight. Together we’ll surface common pain points, share real-world solutions, and uncover practical ideas you can bring back to your own partner ecosystem team.

Debbie Schildkraut
VP, Business Marketing Practice
ANA


11:45 AM - 12:00 PM
NETWORKING BREAK

12:00 PM - 12:30 PM
FROM SIGNALS TO SALES: LEVERAGING TRIGGER MARKETING TO DELIVER OMNI-CHANNEL MARKETING EXPERIENCES
B2B buyers are increasingly expecting more personalized and relevant marketing experiences, making it critical for marketers to be able to quickly identify “live” signals of intent to purchase and capitalize on those signals as quickly as possible. This session explores the power of real-time intent signals to drive more meaningful and impactful B2B marketing programs, as well as techniques to integrated campaigns that seamlessly combine digital and physical media to meet buyers wherever they are at their critical moment.

We’ll share recent trends pointing to the “consumerization” of B2B marketing, highlight examples of how forward-looking marketers are reacting to those trends, and provide practical steps for incorporating intent-driven, omni-channel activation into your B2B playbook.

Key Learnings

• Spot and Act on Buying Signals – Learn how to identify and prioritize real-time intent signals so you can reach buyers in the moments that matter.
• Design Omni-Channel Journeys – Discover how to analytically orchestrate audiences across digital and physical channels for maximum impact and consistency.
• Bridge Data to Execution – Understand the playbook for transforming raw data into actionable campaigns that feel personalized, timely, and scalable.

Tucker Triolo
Director, Data Solutions | FMCG Direct
Deluxe



12:30 PM - 1:30 PM ET
NETWORKING LUNCH
A complimentary lunch of fresh sandwiches and salads will be served - perfect for continuing the conversation with peers during the break. 


1:30 PM - 2:00 PM
TURNING 2025 MOMENTUM INTO 2026 SUCCESS
Join us for an engaging panel discussion as we unpack key themes from the 2025 ANA Masters of Marketing through a B2B lens. Panelists will share their biggest takeaways, explore how these insights can be applied within our own work, and highlight ways to carry the momentum forward into 2026. This conversation is designed to spark fresh thinking, identify practical opportunities, and ensure we leverage the best of Masters to fuel B2B growth in the year ahead.

Panelists include:

Kira O’Sullivan 
VP of Marketing
ProShares




Debbie Schildkraut
VP, Business Marketing Practice
ANA

2:00 PM - 2:30 PM
THE EVOLUTION OF B2B MARKETING: LESSONS FROM 20+ YEARS IN THE FIELD
B2B marketing has transformed dramatically, from direct mail and trade shows to intent data and integrated tech stacks, but experience still matters. In this candid fireside chat, industry veterans, including Andre Archimbaud, join moderator Daniel Gutzmore to explore how B2B has evolved, what’s working now, and how marketers can use 2025 momentum to drive sustainable success in 2026.

Together, they’ll share lessons learned from decades in the field, discuss how technology and human connection can work in balance, and reflect on the timeless fundamentals that continue to shape effective B2B strategies. Expect an open, forward-looking discussion filled with practical insights designed to help marketers think bigger about the year ahead.

Speakers:


Daniel Gutzmore
SMB Marketing Consultant
Verizon 



André Archimbaud
Founder / CEO
Clearly Now Media

2:30 PM - 2:40 PM
CLOSING REMARKS FROM THE ANA

(Schedule subject to change)