Framework for Future Growth Now: ANA Winter Leadership Retreat (In-Person Only)

WELCOME REMARKS

Bill Zengel

Senior Vice President ANA B2B Marketing Practice

THE NEXT STAGE OF MARKETING EFFECTIVENESS

Today, marketers are under more pressure to show your advertising and marketing is effective, yet the entire industry is evolving so rapidly. How can you get ahead? This session reveals how you can leverage the disciplines of advertising, marketing, data, technology, and commerce to achieve your company’s goals.

Key Takeaways:

• How technology/AI solutions are collapsing technical and data silos and what marketers need to consider their own organizational and partner imperatives
• Trends driving the year ahead: media mix, data, and technology investments

Bruce Biegel

Senior Managing Partner Winterberry Group

AI AD-ATHON – LAB GROWN MARKETING: CUSTOMER INSIGHT IS KING

Engineered acceleration for any advertising sprint begins with customer insight. However, market research can be slow and expensive to scale. Using synthetic samples to model buyers can be accurate, and there’s no fatigue.

Learn how two clients, with two different sets of goals each leverage synthetic research in a pioneering

cycle including ideal customer profile design, insights, segmentation, behaviors, as well as media preferences. Listen in real time to learn what, if any application, a leading destination and experience company’s Creative Strategist sees for their industry.

Key Takeaways:

• How synthetic research improves on traditional research and where it falls short
• When and why to apply synthetic research to your account planning and creative strategy efforts

Lou Cohen

Director, Digital Marketing & Demand Generation Leader, Americas EY

ONE STEP FURTHER - CORNERSTONE OF A STRONG DATA FOUNDATION

Modernizing marketing in today’s new Generative Engine Optimization (GEO) “Zero Click” Era makes speed a strategy.

Discover how Marketing, especially in an industry as complex as Financial Services, can achieve its goals: elevate its role, improve the experience of the customer, and create the building blocks for future growth through this real-world case study that points the way to tomorrow today.

Key Takeaways:

• Understanding the critical steps to get your data to good enough
  Precision mapping throughout the buyer journey to modernize customer interaction
• Generating better data to understand what clients and prospects are interested in so you and your sales can respond 
• Improving tracking signal indicators on key customer engagement

Anthony Toguchi

Former Head of Institutional Digital Marketing Vanguard

FIRESIDE CHAT: ACHIEVING THE HOLY GRAIL OF MARKETING BY LEVERAGING TRIGGER MARKETING TO DELIVER OMNI-CHANNEL HIGH-ENGAGEMENT EXPERIENCES

This session explores how marketers are finding success using a framework that has become a North Star in today’s complex landscape. The Holy Grail of Marketing is not theoretical, it’s a practical approach to reaching the Right person, with the Right message, in the Right environment, at the Right time, for the Right outcome.

As the landscape accelerates, this framework is becoming essential, with AI and data key to optimizing marketing dollars. Tucker will share how B2B buyers now expect more personalized and relevant experiences, making it critical for marketers to quickly identify “live” intent signals and act on them.

This fireside chat highlights the power of real-time intent to drive impactful B2B programs and explores techniques for integrated campaigns that combine digital and physical media to meet buyers at their most critical moments, achieving true Holy Grail marketing success.

Key Takeaways:

• 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 of Data Solutions Deluxe

AI AD-ATHON 2 - ARE YOU AN OSTRICH OR A WOLF?

Spencer Stuart recently shared that marketers seem to split into two camps with AI. Enough theory. This session is for the wolves - the people who want to get “hands on” (or “heads on”) practical, tactical training experience in what AI can do right here, and right now.

Learn how one professional services firm leaned into this challenge and learn how one travel and tourism leader - in an industry that is 50% B2B – reacts in real time in this experiment to turbo charge change in their marketing.

The pioneering client designs digital for generative engine optimization with a leader in the space and then conceives, designs, and implements brand new television creative and places it in a precision media buy with an addressable audience that delivers powerful advertising through the undeniable impact of television. And does it all in hours. What could go wrong?

Imri Marcus

CEO Brandlight

THE RISE OF THE CONFIDENT MARKETER: WHAT DRIVES IMPACT IN MARKETING

The ANA’s benchmark study highlights the challenges and opportunities that B2B2C and B2B marketers face, including attribution/contribution, data foundation, AI readiness, and sales alignment, as well as the emergence of a new leadership model. These “Confident Marketers” are shifting the narrative by tying marketing to business outcomes, investing in brand, and improving internal alignment.

This session will share key findings from senior marketing leaders as they navigate today’s challenges and drive impact. Gain actionable insights to build influence, clarity, and credibility in your organization.

Daniel Sills

Director, Brand Partnerships NewtonX

MARKETING ACCOUNTABILITY STUDY: ADDRESSING THE SNOWFLAKE PROBLEM

How do we address the “snowflake” problem that every senior marketing role appears to be uniquely defined? What are the principles that we can use to explain how marketing is defined, managed and measured? This session shares the findings from the latest research by the ANA B2B Marketing Practice that cover:

• How differences in the cost and asset structure of industries shape the role of marketing
• How differences in data availability and customer acquisition shape the marketing approach that is most appropriate for your organization
• How this understanding of your business context will allow you to describe the purpose and processes of marketing in ways that your CFO will applaud

Jonathan Knowles

Founder Type 2 Consulting

Bill Zengel

Senior Vice President ANA B2B Marketing Practice