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Agenda

B2B marketers are under constant pressure to show impact, yet too often brand investment and demand programs run on separate tracks. The result is wasted spend, misaligned teams, and sales pipelines that don’t move fast enough. The ANA/Stein Brand-to-Demand Maturity Study reveals how rare full integration really is (only 3% have achieved it) and why those that do see stronger growth. The roundtable discussions use the study’s findings as a roadmap to help marketers connect brand and demand, balance budgets, and accelerate business outcomes. This is an interactive meeting, giving you the chance to collaborate with fellow ANA members and learn directly from one another.

8:00–9:00 a.m. ET: NETWORKING BREAKFAST

9:00–9:03 a.m. ET: WELCOME AND OPENING REMARKS

9:03–9:30 a.m. ET: GROWING PAINS (AND GAINS): THE STATE OF BDX MATURITY: Be among the first to see key takeaways from the 2025 Brand-to-Demand Maturity Study developed by ANA and Stein. It’s the first of its kind which assesses how well B2B organizations are integrating brand-building and demand-generation efforts. Learn about the Brand-to-Demand Experience (BDX™) model for activating highly effective brand-to-demand strategies. Get first-time insights into the drivers of BDX adoption, brand/demand budget allocation benchmarks, maturity levels, as well as impact on business growth.

• Tom Stein, Chairman, Stein
• Sonia David, Vice President, Business Marketing Practice, ANA

9:30–10:00 a.m. ET: BREAKOUT EXERCISE #1:
Facilitator: Danny Nail, Former Global Industry and Account-Based Marketing Leader

• Making the Case for Brand-to-Demand
• Organizational Foundations for Effective Brand-to-Demand Integration
• Bridging Brand and Demand to Drive Buying Group Decisions

10:00–10:30 a.m. ET: WHY B2B MARKETING IS BUYER GROUP MARKETING:Buyer Groups represent the next frontier of targeted marketing in B2B. New research by The B2B Institute, Bain and Newton X sheds light on what may be the biggest untapped opportunity in B2B marketing and sales. In this session you will learn:

• How do big B2B buying decisions get made?
• Who are the key stakeholders?
• What motivates them?

The resulting insights are surprising. Taken to their operational conclusion, they suggest that the way B2B marketing is done today is primed for a rethink.

• Jann Schwarz, Senior Director of Marketplace Innovation and Strategy, LinkedIn
• Mimi Turner, Head of Marketplace Innovation and a B2B Institute Fellow, LinkedIn

10:30–11:00 a.m. ET: NETWORKING BREAK

11:00–11:30 p.m. ET: BREAKOUT EXERCISE #2
Facilitator: Danny Nail, Former Global Industry and Account-Based Marketing Leader

• Making the Case for Brand-to-Demand
• Organizational Foundations for Effective Brand-to-Demand Integration
• Bridging Brand and Demand to Drive Buying Group Decisions

11:30–11:45 a.m. ET: WRAP-UP AND TAKEAWAYS

12:00 p.m.–1:00 p.m. ET: NETWORKING LUNCH

Speakers

Tom Stein is a founding partner of Stein, where he is closely involved in the agency’s strategic relationships with clients. He also currently serves as president of ANA Business Marketing NYC and was one of the first inductees into the ANA B2B Hall of Fame. Mr. Stein works with clients and the industry to achieve modern marketing mastery as the entry point into B2B marketing’s post-modern era, where iconic creative and content experiences are combined with transformative data- and technology-driven interactions — seamlessly connecting brand to demand to business results. His blog, Blog Post Modern, contributes thought leadership and views from the world’s top CMOs on the topics that comprise post-modern marketing.

Jann Martin Schwarz is the co-founder and senior director of the B2B Institute at LinkedIn, which studies the future of B2B marketing and decision-making. Mr. Schwarz leads a team of strategists and storytellers who help build relationships where magic and logic intersect. Mr. Schwarz holds an M.B.A. from Harvard Business School, and master’s and bachelor’s from The London School of Economics.

Mimi Turner is Head of Marketplace Innovation and a B2B Institute Fellow at LinkedIn. She is a brand-builder and strategist with a track record of delivering transformational outcomes in media, marketing and politics. She joined LinkedIn as Head of EMEA and Lat Am of LinkedIn’s marketing strategy think-tank, The B2B Institute, in 2021 and recently became head of Marketplace Innovation for LinkedIn’s Marketing Solutions business. She has led IP creation on marketing and advertising including the Harvard Business Review featured research The Right Way To Build Your Brand.  Previously she was Director of Strategy, Messaging and Research at the Liberal Democrats, the first Marketing Director of The LAD Bible Group, and Marketing Director of The Health Lottery.

Sonia David is a marketing professional with 15+ years of experience in increasing brand awareness, building media strategies, and establishing consistent messaging. Her background is in B2B marketing, creating initiatives that generate response, support sales and improve long-term retention. She is interested in searching for ways to increase demand and accelerate revenue generation in a way that truly connects with the audience and delivers a message that resonates. She has also worked with small and large companies, helping to build marketing plans from conception and then direct those plans to successful results.

Danny Nail is the director and global ABM Center Of Excellence leader at Salesforce, where he’s responsible for bringing ABM marketers together to collaborate, share best practices, and communicate as one team. Previously, Mr. Nail was the account-based engagement lead for Microsoft Financial Services, working with some of the largest banks and capital market companies in the world. He also held positions with SAP and Oracle.