B2B Data Excellence

ANA'S B2B DATA EXCELLENCE COMMITTEE MEETING
Building the Tools for Smarter B2B Growth
November 19, 2025 from 1:00PM ET – 2:45 PM ET (Virtual Only)

Data-driven marketing has evolved — but putting it into practice is where the real challenge begins. Join the ANA B2B Data Excellence Committee for an interactive working session where marketers, data practitioners, and analytics leaders will come together to build practical tools that bridge the gap between strategy and execution.

This 90-minute program will explore how leading brands are using data to connect marketing and sales, strengthen customer understanding, and accelerate growth. You’ll also take part in hands-on breakout groups to co-create two new ANA Action Guides designed to help marketers:
• Align sales and marketing around shared data and outcomes
• Integrate customer insights across every stage of the buyer journey

Expect to walk away with real-world examples, peer-driven insights, and early access to frameworks being developed by the committee to help B2B organizations apply data with confidence and clarity.

Session 1: Welcome & Housekeeping (1:00-1:05)
Jeni Neiswonger, Vice President, Data Excellence & Privacy Practice, ANA

Session 2: Connecting the Dots: Turning Data Strategy into Action (1:00-1:25)
Michele will set the tone with an energizing overview of how B2B marketers can translate data initiatives into meaningful outcomes. She’ll introduce the Action Guide initiative and preview the committee’s next steps in helping members make measurable progress through 2026.

Speaker:
Michele Eggers, Vice President, Marketing Shared Services, SAS; Co-Chair, ANA B2B Data Excellence Committee

Session 3:  Mapping What Matters: U.S Bank's Journey to Smarter Marketing Measurement (1:25-1:50)
U.S. Bank is strengthening its marketing measurement capabilities by aligning teams, tools, and strategy to drive greater business impact. This session will explore how the organization built an account-based measurement framework that connects marketing efforts to business outcomes. Attendees will gain practical insights into how to unite marketing and sales teams around shared, business-impact metrics—and how to build a measurement model tailored to your organization’s unique way of doing business.

Speakers:
Sarah Dempsey, VP, Institutional Marketing, U.S. Bank
Andrew Brice, VP, Marketing Analytics Manager, U.S. Bank

Session 4: Framing the Breakouts: From Insights to Application (1:50-2:00)
Before diving into the collaborative work, Michele and Anthony will outline how today’s discussions will transform member insights into practical tools. They’ll preview the two focus areas guiding this phase of the committee’s work — Sales–Marketing Alignment and Integrating Data into the Customer Journey — and share how participants will help shape the new ANA Action Guides designed to empower B2B marketers with actionable frameworks for growth.

Speakers:
Michele Eggers, Vice President, Marketing Shared Services, SAS, and Co-Chair, ANA B2B Data Excellence Committee
Anthony Toguchi, Co-Chair, ANA B2B Data Excellence Committee

Session 5: Interactive Breakouts: Co-Creating the Action Guides (2:00-2:45)
The real work begins here. In these fast-paced, highly collaborative sessions, members will move from insight to action — shaping the first ANA Action Guides that help marketers turn data strategy into measurable business impact.
• Sales–Marketing Alignment
• Integrating Data into the Customer Journey

Co-Lead Discussion with:
Jiaxi Zhu, Head of Analytics, Google

Closing Remarks (2:45)