ANA B2B Day — Brand Strategy: From Connection to Conversion (In-Person Only)

This event is over.

MOC-1203B2B hero banner

The B2B world is busy, fast-paced, and constantly shifting. If you're a marketer, you know how hard it is to stand out, connect meaningfully, and keep up with changing buyer expectations. That’s why having a clear brand strategy is not just helpful. It’s critical.

Your brand is what builds trust, sets you apart, and fuels long-term growth.

This session is part of the newly launched ANA B2B Day series: an initiative designed to spotlight the most pressing challenges and opportunities facing B2B marketers today.

Join us at the beautiful SAS headquarters for a practical look at what makes brand strategy work in today’s environment. We’ll cover how to:

Create stronger connections that lead to real growth.
Shape your brand around what decision-makers actually care about.
Keep your message consistent from first pitch to customer support.
Tap into emotion and experience to make your value resonate.
Build a brand structure that aligns across teams, products, and markets.

Register now to secure your spot and future-proof your brand.

Agenda

TIME	EVENT DETAILS	LOCATION
Tuesday, December 2, 2025
9:30am - 10:00am	REGISTRATION & BREAKFAST
10:00am - 10:10am	OPENING REMARKS Sonia David VP, Business Marketing Practice ANA
10:10am - 10:45am	MODERNIZING B2B BRAND STRATEGY WITH DATA, HEART, AND IMPACT Jennifer Chase, Chief Marketing Officer and Executive Vice President at SAS, opens the program with her perspective on what modern B2B brand strategy means for today’s organizations. She believes bold brand leadership can drive not only reputation, but measurable business growth by connecting marketing with finance and sales to create impact across the entire funnel. Her approach blends authentic storytelling, analytics, and a focus on building lasting customer relationships through a unified brand vision. Jennifer Chase Chief Marketing Officer and Executive Vice President SAS View Presentation
10:45am - 11:20am	TRANSFORMING TECHNICAL LEADERSHIP INTO BRAND AFFECTION In a category defined by megawatts, efficiency, and reliability, emotion may seem out of place — yet it’s precisely what’s missing. In this session, ABB and Mower share how they uncovered the emotional core of renewable energy decision-making through primary research with customers and industry experts. What emerged was a powerful truth: even in highly technical sectors like wind, solar, and battery storage, the brands that lead are those that inspire confidence, connection, and conviction. Through a blend of behavioral science and strategic storytelling, ABB’s renewable energy brand evolution shows how a company rooted in engineering precision can build Affection, Relevance, and Trust — transforming from a respected supplier into a brand people feel personally aligned with. Attendees will learn how ABB’s Renewable Energy business uses its “We See You” positioning to balance rational credibility with emotional connection to build stronger customer partnerships and advance a more human vision of sustainability. Susan Forsgard Strategic Industry Marketing Leader ABB Stephanie Crockett President and Chief Executive Officer Mower View Event Recap
11:20am - 11:55am	WHEN PURPOSE POWERS PERFORMANCE: HOW MICHELIN REFRAMED B2B FOR COMMERCIAL GROWTH How does a world-class brand stay relevant in a category where buyers only think about you when something breaks and don’t see the full value of what you deliver? Jessica Teague, Director of B2B Digital Marketing at Michelin, will share how Michelin re-framed its value in the commercial market through “For the Few Who Move the Many” platform. “For the Few Who Move the Many” is Michelin’s B2B brand platform — a unifying narrative that honors the essential professionals and industries that keep the world moving. It reframes Michelin’s role from a tire manufacturer to an enabler of mobility and progress, spotlighting the unseen drivers of the economy — fleets, operators, and technicians — who “move the many” every day. It serves as a north star across marketing, sales, communications, and culture — connecting product, service, and digital transformation under a single human idea. This session will unpack how Michelin activated this purpose-driven platform through a 360° campaign across sales, brand, PR, paid media, and ABM to increase consideration, defend premium pricing, and spark emotional relevance in a traditionally rational industry. Attendees will also see how Michelin proved business impact through a measurement framework that connected brand building to outcomes, earning continued C-suite support for a multi-year strategy. Jessica Teague Director of B2B Digital Marketing Michelin
11:55am - 1:00pm	LUNCH
1:00pm - 1:35pm	BREAKING DOWN BARRIERS: HOW BRAND STRATEGY PRINCIPLES STRENGTHENED LABCORP’S FIELD ACTIVATION Learn how Labcorp transformed its sales and marketing approach to achieve coordinated go-to-market success using robust brand strategy principles. You’ll discover how field activation, collaborative planning, and strategic processes elevate organizational growth in B2B environments. This session demonstrates why aligning internal teams is essential for creating powerful market impact and sustained differentiation. Takeaways: Learn actionable methods for building cross-functional alignment between sales and marketing teams. Understand how a strategic brand approach can accelerate lead generation and business growth in complex B2B settings. Gain insights into translating strategy into operational excellence and market differentiation for your organization. Maria Perez Senior Director of Field Activation Labcorp View Event Recap
1:35pm - 2:10pm	THE RISE OF THE CONFIDENT MARKETER: WHAT DRIVES IMPACT IN B2B MARKETING The ANA B2B Practice’s first comprehensive benchmark study, The State of B2B Marketing Study reveals what’s working and what’s holding teams back. Many B2B marketers face challenges with attribution, brand ROI, and sales alignment. But the research also identifies a new path forward led by Confident Marketers who connect marketing to business outcomes, invest in brand, and align internal operations. This session will share key findings and highlight senior marketing leaders who are navigating today’s challenges and driving impact. Join us if you want to gain actionable insights to build influence, clarity, and credibility in your organization. Sonia David Vice President, B2B Practice ANA
2:10pm - 2:45pm	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. Peter Weinberg Co-Founder Evidenza
2:45pm - 3:00pm	RECAP AND 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.