The Second Annual ANA B2B Brand-to-Demand Conference (In-Person Only)

This event is over.

In 2024, ANA Business Marketing Practice and Stein IAS launched the first-ever B2B B2D Conference. At this SRO event in New York, the Brand-to-Demand Experience (BDX) Model was introduced, which resulted in the seminal BDX Playbook being introduced at ANA Masters of B2B Marketing and at Cannes.

This April, the ANA Business Marketing Practice will partner with Stein IAS once again for the second annual B2D Conference. Its focus: the Brave New World of BDX. As more and more companies seek to unify brand and demand, top marketers from across B2B will share how brands are connecting long-term brand building with short-term demand generation to extraordinary effect. This second annual B2D Conference brings you to the new frontier in marketing, spotlighting real-world examples from leading organizations at every stage of the journey to BDX.

PLEASE NOTE: The easiest way to access the building is through Grand Central Terminal. Enter the terminal and proceed to the main concourse, where the iconic central clock is located. From there, take the escalator up to the MetLife Building.

There won’t be ANA signage, but lobby staff can assist you if you need help finding the conference.

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, April 17, 2025
9:30am - 10:00am	REGISTRATION AND BREAKFAST
10:00am - 10:10am	OPENING REMARKS
10:10am - 10:45am	THE STATE OF BRAND-TO-DEMAND MATURITY IN B2B See the debut of the BDX Maturity Study developed by ANA and Stein IAS. Get industry -wide insights into the brand-to-demand maturity levels in B2B – as well as BDX’s impact on business growth, the state of brand vs. demand budget allocation, and the drivers for BDX adoption. Marc Keating Chief Innovation Officer Stein IAS Sonia David Vice President, B2B Marketing ANA View Event Recap and Related Materials
10:45am - 11:20am	THE BDX MATURITY JOURNEY: BD - A GIANT STEP AHEAD (FIRST OF THREE CASE STORIES) Explore how three brands at various maturity stages are progressing, the opportunities they see, challenges they face, and the real-world approaches they are leveraging to deliver impact. See how BD (Becton Dickinson), a medical device and technology powerhouse, is making enormous initial strides in its BDX journey, focusing on foundational frameworks and strategies to align brand and demand. Beth Yates Senior Director, Strategic Brand Management BD Denise Cummings Director Digital Marketing US Region BD View Event Recap and Related Materials
11:20am - 11:55am	THE BDX MATURITY JOURNEY: JUNIPER NETWORKS - FROM BDX TO OKR (SECOND OF THREE CASE STORIES) Learn from networking leader Juniper Networks’ evolving BDX approach, including spinning up cross-functional “tiger teams” and mapping customer journeys, is translating into delivery of board level marketing OKRs and enterprise market share growth. Jean English CMO CoreWeave (formerly CMO of Juniper Networks) Tom Stein Chairman Stein IAS View Video and Presentation
11:55am - 1:00pm	LUNCH
1:00pm - 1:35pm	THE BDX MATURITY JOURNEY: SAS - IN PURSUIT OF EXCELLENCE AND OUTCOMES (THIRD OF THREE CASE STORIES) Hear from SAS, a brand-to-demand organization leading the way with measurable success and refined models including a measurement framework that is validating and justifying brand investments and connecting it to downstream impact. Learn about their journey, their measurement framework, and how they are honing their B2D strategy to deliver improved business outcomes. Michele Eggers Vice President Marketing Shared Services SAS View Event Recap and Related Materials
1:35pm - 2:10pm	THE ROLE OF BRAND, RE-DEFINED With 81% of purchases made from brands known to the entire buying group on day one of a purchase process, and with the influential role played by hidden buyers, this is one of the essential conversations in B2B. This session explores the necessary evolution of brand marketing and how and activated in the brave new world of BDX. Kerry Cunningham Research and Thought Leadership 6sense View Event Recap and Related Materials
2:10pm - 2:25pm	NETWORKING BREAK
2:25pm - 3:00pm	LAB-GROWN MARKETING: THE FUTURE OF B2B? At this exclusive session, Evidenza’s Peter Weinberg will explore the powerful intersection of AI technology and evidence-based B2B marketing effectiveness principles. Peter will share how cutting-edge artificial intelligence is transforming traditional marketing approaches by making research, strategy, persona and messaging development and execution—core contributors to brand-to-demand —faster, less expensive, and, in Peter’s view, dramatically more effective. See for yourself at BDX! Peter Weinberg Co-Founder Evidenza View Event Recap and Related Materials
3:00pm - 3:10pm	CLOSING REMARKS

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.