2025 ANA Masters of B2B Marketing Conference

TIME	EVENT DETAILS	LOCATION
Monday, June 2, 2025
9:00am - 6:30pm	REGISTRATION OPEN	Ritz-Carlton Foyer (IN-PERSON ONLY)
10:00am - 12:00pm	FIRST EVER AI AD-ATHON - CAN AN AI-POWERED CAMPAIGN BE RESEARCHED, CREATED AND AIRED IN JUST 72 HOURS? FIND OUT. *Registration is now currently at capacity. Please contact Joseph DeFeo at jdefeo@ana.net to be placed on a waiting list. We will confirm space availability a week before the event.* AI is transforming all aspects of business—especially advertising. From insight to creative development to personalized delivery, no step in the ecosystem is untouched. Come learn by participating in this one-of-a-kind opportunity conducted throughout the conference. In this groundbreaking session, two clients will challenge four AI pioneers to partner and demonstrate a fully AI-supported ad campaign, yielding new levels of productivity, personalization, and performance. The campaign will be planned, created, executed, and aired on streaming and connected TV in real time. Don't be left behind! Be part of a unique opportunity to create an end-to-end marketing campaign within 72 hours at the conference. Participating companies include EY, Plante Moran, Evidenza, Brandlight.ai, Waymark, and Spectrum Reach. This session will be led by: Marten Van Pelt Chief Marketing Officer Plante Moran Lou Cohen Director, Digital Marketing & Demand Generation COE Leader, Americas EY Dan Callahan Group Vice President, National Ad Sales Spectrum Reach Uri Gafni Chief Operating Officer & Chief Product Officer, Co-Founder Brandlight.ai Alex Persky-Stern Chief Executive Officer Waymark Peter Weinberg Co-Founder Evidenza Imri Marcus CEO and Co-Founder Brandlight.ai	Plaza Ballroom III (IN-PERSON ONLY)
12:00pm - 12:30pm	LUNCH Lunch Reserved for: AI AD-ATHON, B2B COMMITTEE, AND B2B DATA COMMITTEE ATTENDEES ONLY	Plaza Ballroom III (IN-PERSON ONLY)
12:30pm - 2:20pm	B2B COMMITTEE HOSTED BY MOWER FROM CHAOS TO CONVICTION: STANDING OUT WHEN EVERYONE SOUNDS SMART *Registration is now currently at capacity. Please contact Joseph DeFeo at jdefeo@ana.net to be placed on a waiting list. We will confirm space availability a week before the event.* In an environment where every brand claims expertise, buyers face overwhelming choices, and true brand differentiation is becoming increasingly difficult. While content and noise is ubiquitous, genuine conviction is an uphill challenge. This guided discussion, which will include peer-to-peer sharing, will delve into how B2B brands can distinguish themselves in areas that AI cannot replicate. We will explore strategies to move beyond the buzz to foster conviction throughout the buyer's journey, covering: Challenges B2B brands face today in the backdrop of the Gen AI landscape Nuances of digital metrics and the reality of today’s business buyers B2B brand reflections on what is unique in the sea of sameness The future of marketers who are using AI to free up valuable time Participants will leave with peer insights, ideas and inspiration to help their B2B business infuse digital with human intelligence for brand longevity. Roopa Maniktala Financial Services Marketing Program Director \| Field Marketing IBM \| B2B Committee Chair Stephanie Crockett President and Chief Executive Officer Mower	Plaza Ballroom III (IN-PERSON ONLY)
12:30pm - 2:30pm	B2B DATA EXCELLENCE COMMITTEE ACTIVATE B2B GROWTH: A HANDS-ON LAB TO FIND, REACH & CONVERT YOUR BEST CUSTOMERS WITH DATA Join the Activate B2B Growth Lab to explore data-driven strategies for accelerating B2B growth through precise audience targeting, customer journey integration, and insight-led marketing alignment. This interactive session will feature three core breakout exercises designed to address real-world challenges, uncover growth opportunities, and foster collaboration among B2B data leaders. Facilitators will guide small group exercises, ensuring hands-on learning and actionable takeaways. Key Takeaways: Audience Segmentation & Targeting: Learn best practices for identifying and reaching high-value B2B segments. Customer Journey Integration: Understand how to effectively bridge data from awareness to conversion. Sales & Marketing Alignment: Explore strategies for synchronizing marketing insights with sales execution for measurable impact. Collaboration Opportunities: Identify paths for committee-led publications and leadership initiatives. Hands-On Exercises: Apply learnings through guided breakout sessions that focus on practical solutions. Michele Eggers Vice President of Marketing Shared Services SAS \| B2B Data Excellence Committee Co-Chair Anthony Toguchi Former Head of Institutional Digital Marketing Vanguard \| B2B Data Excellence Committee Co-Chair David Fogarty Senior Vice President, Data Excellence and Privacy Practice ANA Jeni Neiswonger Vice President, Data Excellence and Privacy Practice ANA Sonia David Vice President, Business Marketing Practice ANA	Plaza Ballroom II (IN-PERSON ONLY)
2:30pm - 2:35pm	WELCOME REMARKS Bill Zengel Senior Vice President, Business Marketing Practice ANA	Vanderbilt Ballroom (IN-PERSON ONLY)
2:35pm - 3:05pm	UNIFYING BRAND-TO-DEMAND: WHAT MARKETERS ARE GETTING RIGHT AND WHERE THEY’RE GETTING STUCK Top B2B marketers are successfully connecting long-term brand building with short-term demand generation. This session will showcase real-world examples from SAS's journey to Brand-to-Demand Experience (BDX) and provide insights from the first-ever Brand-to-Demand Maturity Study by ANA and Stein. Discover industry-wide insights into brand-to-demand maturity levels, BDX's impact on business growth, and the drivers for BDX adoption. Key Takeaways: Brand-to-Demand Maturity: Understand the maturity levels of brand-to-demand strategies in B2B marketing. BDX Impact: Learn about BDX's influence on business growth and budget allocation. Adoption Drivers: Identify the key drivers for adopting BDX in your marketing efforts. Natalie Osborn Vice President, Brand Marketing and Creative SAS Tom Stein Chairman and Chief Brand Officer Stein View Presentation	Vanderbilt Ballroom (IN-PERSON ONLY)
3:05pm - 3:35pm	NAVIGATING CORPORATE REPUTATION THROUGH UNCERTAINTY Corporate reputation is significantly influenced by marketing leaders, but the sources of influence are expanding in our dynamic world. This session will explore whether marketers feel equipped to succeed in their corporate missions and what strategies are needed to demonstrate impact both internally and externally. Insights from a proprietary global study will reveal how corporate reputation is built, prioritized, managed, measured, and the challenges and opportunities encountered along the way. Key Takeaways: Invest in the Long Game: Corporate reputation is cross-functional; align your organization across functions to achieve your goals. Embrace the Skeptics: Critical thinkers will hold you to a higher level of accountability, helping tie corporate reputation to business results. Stay the Course: Lower funnel efforts should not come at the expense of brand campaigns; give them a chance to live and perform, especially in a crisis. Jennifer Ball Chief Marketing Officer Franklin Templeton Michelle Lynn Global Head of Data Science & Insights Bloomberg Media	Vanderbilt Ballroom (IN-PERSON ONLY)
3:35pm - 4:00pm	NETWORKING BREAK	Ritz-Carlton Foyer (IN-PERSON ONLY)
4:00pm - 4:30pm	TIMING IS EVERYTHING: HOW TRIGGER MARKETING DRIVES BETTER RETENTION AND PROFITABILITY Timing and relevance are becoming increasingly important in B2B marketing. This session explores how trigger marketing – focused on critical business milestones such as formation, legal filing changes, and credit needs – capitalizes on timeliness and relevancy by engaging prospects when they’re most ready to act. You’ll hear how M&T Bank uses flexible trigger-based tactics to adapt to evolving strategic priorities, as well as to act in near-real time on major market disruption events, to drive more efficient new customer acquisition. You'll also get a first look at a new Deluxe-led study showing that customers acquired via trigger-based tactics stay longer and deliver greater profitability. Deluxe will also share additional use cases to help you integrate trigger marketing into your own B2B playbook. Jillian Titus Senior Vice President, Head of Business Banking Marketing M&T Bank Tucker Triolo Director FMCG Direct, Deluxe View Presentation	Vanderbilt Ballroom (IN-PERSON ONLY)
4:30pm - 5:00pm	THE 411 ON THE 5.11 REBRAND: LESSONS EVERY B2B MARKETER CAN LEARN FROM When 5.11 set out to evolve its B2B2C brand, it had a clear mission: honor the operators who built it while expanding into culture without losing its soul. That journey led to a full strategic and creative transformation—spanning community, commerce, and category redefinition. On the eve of the relaunch, we’ll take you behind the scenes of the rebrand and share what every modern marketer can learn about staying true while moving forward. Eric Katzenberg Head of Brand and Storytelling 5.11 Craig Elimeliah Chief Creative Officer Code and Theory	Vanderbilt Ballroom (IN-PERSON ONLY)
5:00pm - 5:05pm	CLOSING REMARKS Sonia David Vice President, Business Marketing Practice ANA	Vanderbilt Ballroom (IN-PERSON ONLY)
5:05pm - 5:10pm	B2 AWARDS ACKNOWLEDGEMENTS Debbie Schildkraut Vice President, Business Marketing Practice ANA	Vanderbilt Ballroom (IN-PERSON ONLY)
5:15pm - 6:15pm	RECEPTION SPONSORED BY CODE AND THEORY Code and Theory is the place where CMOs, CTOs and CIOs come together to Experience Change. Join us for a toast to the future of technology and creativity in B2B.	Ritz-Carlton Foyer (IN-PERSON ONLY)
5:15pm - 5:45pm	B2 AWARDS PINNING CEREMONY Join us in kicking off the celebration of the B2 Award winners at this year’s conference! As part of our Welcome Reception, we’ll be hosting a special B2 Awards Pinning Ceremony to recognize the outstanding achievements of our award winners. Each honoree will be presented with a commemorative pin in recognition of their excellence and leadership in B2B marketing. A perfect photo opp! This meaningful moment sets the tone for the conference, bringing together peers and professionals to celebrate innovation, impact, and success across our industry.	Ritz-Carlton Foyer (IN-PERSON ONLY)
Tuesday, June 3, 2025
7:00am - 7:00pm	REGISTRATION	Ritz-Carlton Foyer (IN-PERSON ONLY)
7:30am - 8:20am	BREAKFAST (Sponsored by monday.com)	Vanderbilt Ballroom (IN-PERSON ONLY)
7:30am - 8:00am	MARKETING ROUNDTABLE MEET-UPS Conference attendees have the option to join a themed table and have breakfast with peers knowledgeable about and interested in a similar topic, starting at 7:30am. Join us for facilitated breakfast discussions for the ABCS of B2B Marketing including ABM, B2B overall, Channel Marketing, Sales & Marketing Alignment, plus – learn more about the AI Ad-athon and how it is progressing. Facilitators will guide informal discussions at each table. To join a table, simply look towards the front of the breakfast room for the tabletop sign with the breakfast theme you would like to attend. You do not need to register or reserve a seat in advance. ABM Moderator: Kit Haines-Bornheimer Director of Messaging Strategy and ABM Process Alignment Verizon Business Group AI Ad-athon Group 1: Debbie Schildkraut VP B2B Marketing ANA AI Ad-athon Group 2: Michael Donnelly Executive Vice President, Marketing Technology ANA B2B Moderator: Michelle Froah Global Chief Marketing & Innovation Officer ETS Channel Marketing Moderator: Dan Nelson Jr. President & CEO Nelson Schmidt Inc. Sales & Marketing Moderator: Roopa Maniktala Financial Services Marketing Program Director \| Field Marketing IBM \| B2B Committee Chair	Vanderbilt Ballroom (IN-PERSON ONLY)
8:00am - 8:20am	THE GOOD, THE BAD, AND THE UGLY OF B2B MARKETING: HOW GREAT PROCESS SETS YOU FREE In the rugged terrain of B2B marketing, complexity is the norm. Campaigns are complex. Timelines are “guidelines,” and marketers are creating mountains of content, yet, no one’s ever happy. The answer isn’t MORE content… it’s the RIGHT content. But to get there, we need to stop blaming volume and start fixing process. This session blends storytelling, real-life insights, and Spaghetti Western humour to expose the “UGLY” tools and “bottleneck bandits” slowing you down. Then eliminate them to build a smarter, scalable, modern marketing machine. Whether you're gunning for visibility, chasing ROI, or just trying to get content signed off before your buyer gallops into the sunset… this is your survival guide to bringing order to the B2B wild west. Luis Clark Go-To Market Manager monday.com	Vanderbilt Ballroom (IN-PERSON ONLY)
8:30am - 9:05am	OPENING REMARKS Bob Liodice Chief Executive Officer ANA View Video	Ritz-Carlton Ballroom (HYBRID)
9:05am - 9:15am	WELCOME REMARKS & HOUSEKEEPING Bill Zengel Senior Vice President, Business Marketing Practice ANA	Ritz-Carlton Ballroom (HYBRID)
9:15am - 9:45am	SCARCITY IS THE MOTHER OF INNOVATION Latane Conant, chief revenue officer at 6sense and author of No Forms. No Spam. No Cold Calls, shares a sharp blueprint for marketing breakthrough in today's dynamic times. Her session reveals how B2B marketers can flip economic uncertainties and challenges into rocket fuel for innovation and growth. With razor-sharp strategic insights and real-world tactics, Latane will show teams how to turn market shifts into their ultimate competitive edge. Key Takeaways: Learn full-funnel engagement strategies that supercharge marketing reach and impact. Leverage AI's cutting-edge potential with precision-targeted applications that deliver measurable results. Craft an adaptive marketing framework that transforms market uncertainty into a springboard for bold, creative performance. Latane Conant Chief Revenue Officer 6sense View Event Recap and Related Materials	Ritz-Carlton Ballroom (HYBRID)
9:45am - 10:15am	BUILDING A FUTURE-FORWARD FINANCIAL BRAND Join Jennifer Ball, CMO of Franklin Templeton, as she shares insights from the firm’s latest U.S. brand campaign, “Your Trusted Partner for What’s Ahead.” She’ll share strategies for capturing the essence of your brand, building your firm story, and igniting multi-channel engagement that position firms for long-term success in an ever-changing financial landscape. Jennifer Ball Chief Marketing Officer Franklin Templeton View Event Recap and Related Materials	Ritz-Carlton Ballroom (HYBRID)
10:15am - 10:45am	"CRACKING THE CODE” TO NEW GROWTH OPPORTUNITIES Join Kevin O’Hara, Worldwide Marketing Director at Becton, Dickinson and Company, as he explores how understanding customers deeply through market research and segmentation can drive business growth. He highlights the importance of strong brand positioning and connecting emotionally with customers using simple, impactful messaging. By integrating B2C strategies into B2B efforts, businesses can build trust, gain loyalty, and achieve greater success. Kevin O’Hara Worldwide Marketing Director BD (Becton, Dickinson and Company)	Ritz-Carlton Ballroom (HYBRID)
10:45am - 10:52am	DIRECT MAIL: THE TANGIBLE ADVANTAGE IN THE EXPERIENCE ECONOMY Explore how direct mail cuts through digital fatigue to create a lasting, tactile connection and a personal experience your customers won’t easily forget. Get inspired by new research and innovative direct mail that gets you in the door to drive deeper connections. Lauren Banks Brand Marketing Specialist - Mail USPS View Video	Ritz-Carlton Ballroom (HYBRID)
10:52am - 11:17am	NETWORKING BREAK	Ritz-Carlton Foyer (IN-PERSON ONLY)
11:17am - 11:47am	THE STATE OF THE STATE OF B2B MARKETING B2B marketing is being rewritten in real time. Buyer expectations are rising, revenue targets are tightening, and the economic headwinds of 2025 keep coming. To get to the real "state of the state" of B2B marketing—and how marketers are driving growth, not just in theory but in action—ANA and NewtonX partnered on a new research study with enterprise B2B leaders. This session unveils never-before-seen insights on the eight big shifts shaping B2B marketing: what’s changing, what’s working, and what’s moving the field forward. Key Takeaways: How B2B marketers are balancing brand, demand, and influence to build trust and drive revenue. Where buyer group engagement is breaking through—and where it’s breaking down. The creative, tech, and data strategies setting tomorrow’s B2B marketing leaders apart. Daniel Sills Director, Brand Partnerships NewtonX Sonia David Vice President, Business Marketing Practice ANA View Event Recap and Related Materials	Ritz-Carlton Ballroom (HYBRID)
11:47am - 12:17pm	UNLOCKING THE COLLECTIVE CONFIDENCE OF B2B BUYERS As B2B buying becomes more complex and collective, marketers must adapt to a new value-driven game, one centered on “buyability” and group confidence, not just lead volume. This session will explore how to unlock the power of hidden buyers — critical but often overlooked stakeholders in functions like Finance, IT, and Legal — who quietly shape purchasing decisions. Grounded in insights from the 2025 Edelman-LinkedIn B2B Thought Leadership Impact Report, we’ll discuss how high-quality thought leadership can unify buying groups, build trust, and ultimately move organizations from indecision to action. Jann Schwarz Senior Director of Marketplace Innovation LinkedIn Mimi Turner Head of Marketplace Innovation LinkedIn Joe Kingsbury Global Chair Edelman Business Marketing Annie Dunleavy Executive Vice President, U.S. Head of Content Strategy Edelman Business Marketing View Event Recap and Related Materials	Ritz-Carlton Ballroom (HYBRID)
12:17pm - 12:47pm	USING DATA TO SUPERCHARGE YOUR B2B MARKETING Join us for an enlightening session led by Alissa Gavrilescu, Managing Director, B2B Marketing at Cigna and David Fogarty SVP, Data Excellence and Privacy Practice at the ANA who will showcase the highlights of the ANA B2B Data and Analytics Playbook. This session will delve into optimizing account-based marketing, aligning sales and marketing efforts, and mastering advanced segmentation. It will help empower you to create stronger partnerships with sales and unlocking new possibilities for data-driven success. Alissa Gavrilescu Managing Director, B2B Marketing Cigna David Fogarty Senior Vice President, Data Excellence and Privacy Practice ANA Moderator: Sonia David Vice President, Business Marketing Practice ANA View Video	Ritz-Carlton Ballroom (HYBRID)
12:47pm - 1:50pm	LUNCH (Sponsored by CAPTIVATE)	Vanderbilt Ballroom (IN-PERSON ONLY)
1:10pm - 1:30pm	ABM BRAND TO DEMAND: STRATEGY TO SUCCESS Gain behind-the-scenes insights on EY’s “brand to demand” marketing strategy to drive both brand awareness and measurable business outcomes. The session will spotlight the strategic integration of Captivate’s ABM targeting accuracy into EY’s global ‘Shape the Future with Confidence” omnichannel campaign. This compelling case study will demonstrate how precision targeting coupled with unique attentive reach in high-impact environments drives action & generates ROI in today’s complex media landscape. Burke Henderson VP, National Sales Captivate Brittney Frank Associate Director, US Brand & Media Leader EY	Vanderbilt Ballroom (IN-PERSON ONLY)
1:50pm - 2:20pm	MACK IS BACK! - ENERGIZING AN ICONIC B2B BRAND Emotional connection is much discussed in our B2B world. At this session, see how one of the most iconic of American brands, Mack Trucks, re-forged a deeper relationship with its internal stakeholders and external communities. From insight to creative platform to experiences and activation, Mack’s ‘By America’s Side’ campaign is now one of the most successful campaigns in the brand’s storied history. Jim Leon Director of Brand Management Mack Trucks Kate MacNevin Global Chief Executive Officer Stein View Event Recap and Related Materials	Ritz-Carlton Ballroom (HYBRID)
2:20pm - 2:50pm	HOW SERVICENOW USED AI TO CREATE THEIR MOST HUMAN CAMPAIGN EVER At ServiceNow, we didn’t just market AI — we used it to build our most human campaign yet. Partnering with Evidenza, we created synthetic personas to understand our audience on a deeper level and mapped category entry points to sharpen our creative edge. Then we put AI to work across storytelling, targeting, and personalization. The result? A campaign that made people feel something about AI — and showed exactly what happens when technology serves people, not the other way around. Jim Lesser Chief Brand Officer ServiceNow Peter Weinberg Co-Founder Evidenza View Event Recap and Related Materials	Ritz-Carlton Ballroom (HYBRID)
2:50pm - 3:05pm	NETWORKING BREAK	Ritz-Carlton Foyer (IN-PERSON ONLY)
3:05pm - 3:35pm	AI ATE MY BRIEF: HOW TO STAY HUMAN IN A SYNTHETIC WORLD Join this discussion with senior brand marketing leaders on how to preserve authenticity, along with the human voice, vision, and emotional connection in a world of AI and automation. Jennifer Ball Chief Marketing Officer Franklin Templeton Erik Petersen Senior Director, Global Brand Advertising and Media Workday Caitlin Blewett Chief Marketing Officer Genpact Moderator: Debbie Schildkraut Vice President, Business Marketing Practice ANA View Event Recap	Ritz-Carlton Ballroom (HYBRID)
3:35pm - 4:05pm	FROM FEAR TO FUTURE: RETHINKING BRAND STRATEGY IN UNCERTAIN TIMES Fear has long been the default emotional lever in advertising and marketing across industries that need to make people feel safe, such as cybersecurity, healthcare, and insurance. But there is a better way. This session will challenge attendees to consider brand strategies that focus on positivity, confidence, and a future-looking lens. It will also provide real world examples that inspire instead of alarm, including a behind the scenes look at the Palo Alto Networks Precision AI campaign. Attendees will learn: The value of positivity in brand building. Examples of advertising and marketing around AI from both sides of the spectrum. Strategies for building a future-looking AI-driven brand, and a few practical lessons learned along the way. Navneet Singh Vice President, Marketing Network Security Palo Alto Networks View Event Recap and Related Materials	Ritz-Carlton Ballroom (HYBRID)
4:05pm - 4:35pm	FROM COMPLEXITY TO CONVICTION: HOW CARHARTT TRANSFORMED WORKWEAR INTO WORKFORCE PRIDE In today’s B2B landscape, complexity is the norm—misaligned teams, overwhelming martech stacks and messaging that drowns in its own detail. But the brands that break through don’t add to the chaos. They create connection. Carhartt Company Gear did just that by listening, not just to procurement, but to the decision-makers to unlock what they needed to see, feel, and believe to outfit their workforce with confidence. With Mower’s “More Than a Uniform” campaign, the brand transformed workwear into a symbol of pride, purpose, and performance. By focusing less on specs and more on shared identity, Carhartt built more than awareness. It built mental availability in the moments that matter. This session explores how leading with conviction rooted in human truth can rally a workforce and grow a brand. In this session, you’ll walk through the journey of transforming brand chaos into conviction, including how to: Identify and elevate emotional truths that resonate more deeply than product features or specs. Connect with the real decision-makers behind the job titles, and build brand preference from the ground up. Unify marketing, sales, and workforce activation around a single, human-centered brand idea. Build mental availability by aligning brand expression with real-world moments that matter. Simplify your messaging framework to scale trust across multiple audiences and channels. Kendra S. Lewinski Senior Marketing Manager and Head of B2B Marketing Carhartt Stephanie Crockett President and Chief Executive Officer Mower Doug Kamp Chief Creative Officer Mower View Event Recap and Related Materials	Ritz-Carlton Ballroom (HYBRID)
4:35pm - 5:05pm	BRAND IS YOUR BUSINESS WEAPON When the odds are against you, use brand to change the odds. For animal health company, Zoetis, business was about to get very rocky. Blockbuster products they had relied on for years and built all their marketing around were coming off patent. Combined with increased competition and massive pricing pressures, the odds were stacked against them. Join us for a story of courageous reinvention and learn how Zoetis and Bader Rutter shifted from being product centric to building real brand impact. In this session, you’ll walk away with: A campaign case study that proves the emotional power of brand storytelling Strategies to shift mindsets in your organization from product marketers to brand marketers Approaches to embed brand thinking within finance, sales and beyond Clint Mefford Head of U.S. Livestock Communications & Marketing Operations Zoetis David Jordan Chief Executive Officer Bader Rutter View Event Recap and Related Materials	Ritz-Carlton Ballroom (HYBRID)
5:05pm - 5:10pm	CLOSING REMARKS Bill Zengel Senior Vice President, Business Marketing Practice ANA	Ritz-Carlton Ballroom (HYBRID)
6:30pm - 7:30pm	2025 B2 AWARDS RECEPTION	Ritz-Carlton Foyer (IN-PERSON ONLY)
7:30pm - 9:30pm	2025 B2 AWARDS DINNER AND GALA Join your hosts for this year’s B2 Awards Gala – Defining B2B Marketing Excellence. Experience the event recognizing and celebrating the best in B2B marketing and communications. Judged by industry marketing leaders and Client-Side Top Jury members, the B2 Awards provide a platform for showcasing cutting-edge strategies, creative execution, and measurable success, helping elevate the standards of business marketing globally. Linda Brunner Senior Vice President - Head of IT Digital Customer Experience Siemens Healthineers Lisa Maxwell Vice President, B2B Marketing Mastercard Dipti Kachru Global Chief Marketing Officer, Financial Services Broadridge Kimberly McNeil-Downs Managing Director - Marketing Excellence Leader Deloitte Bill Zengel Senior Vice President, Business Marketing Practice ANA Debbie Schildkraut Vice President, Business Marketing Practice ANA	Ritz-Carlton Ballroom (HYBRID)
Wednesday, June 4, 2025
7:00am - 11:10am	REGISTRATION	Ritz-Carlton Foyer (IN-PERSON ONLY)
7:30am - 8:00am	MARKETING ROUNDTABLE MEET-UPS Join us each morning at breakfast for the ABCS of B2B Marketing including ABM, B2B Data, Channel Marketing, Sales & Marketing Alignment. Facilitators will guide discussions at each table. Head to one of the tables indicated at the front of the room. ABM Moderator: Kit Haines-Bornheimer Director of Messaging Strategy and ABM Process Alignment Verizon Business Group AI Ad-athon Group 1: Debbie Schildkraut Vice President, B2B Marketing ANA AI Ad-athon Group 2: Michael Donnelly Executive Vice President, Marketing Technology ANA B2B Data Moderator: David Fogarty Senior Vice President, Data Excellence and Privacy Practice ANA Channel Marketing Moderator: Dan Nelson Jr. President & CEO Nelson Schmidt Inc. Moderator: Roopa Maniktala Financial Services Marketing Program Director \| Field Marketing IBM \| B2B Committee Chair	Vanderbilt Ballroom (IN-PERSON ONLY)
7:30am - 8:30am	BREAKFAST (Sponsored by Ipsos)	Vanderbilt Ballroom (IN-PERSON ONLY)
8:00am - 8:20am	THE EMPATHY ADVANTAGE: HUMANIZING B2B IN A WORLD POWERED BY AI In today’s rapidly evolving landscape, exceptional B2B marketers know that winning isn’t just about data or automation—it’s about balance. This session unveils fresh Ipsos research conducted in conjunction with the ANA, exploring the new B2B buyer journey. By melding AI's analytical prowess with uniquely human insights, we'll uncover what truly matters to senior decision-makers, contrasting their priorities with those of mid-level management. Moreover, we'll delve into the power of creative differentiation—drawing lessons from Ipsos's creative testing of hundreds of B2B brands—to help your brand stand out from the competition. Join us to discover how empathy can unlock unprecedented B2B growth, transforming your approach to everything from content creation to intent tracking. Discover how empathy can be your most powerful differentiator in an AI-powered world. Kristyna Kanzler VP, Ipsos Communities Ipsos Ryan Mitchell SVP, Creative Excellence Ipsos	Vanderbilt Ballroom (IN-PERSON ONLY)
8:30am - 8:35am	WELCOME REMARKS Sonia David Vice President, Business Marketing Practice ANA	Ritz-Carlton Ballroom (HYBRID)
8:35am - 9:05am	MASTERING CHANGE WITH AI INNOVATION Chris Bontempo, Chief Marketing Officer at Johnson Controls (JCI) has led the company’s transformation towards a more tech-driven, data-centric marketing approach. Under his leadership, JCI has leveraged AI and innovative tools to modernize its marketing capabilities and drive growth. Chris Bontempo Chief Marketing Officer Johnson Controls View Event Recap and Related Materials	Ritz-Carlton Ballroom (HYBRID)
9:05am - 9:35am	PANEL DISCUSSION: BEYOND THE A.I. HYPE In this panel discussion, marketing leaders from innovative B2B companies share their first-hand experiences in leveraging AI to drive measurable improvements in areas like lead generation, sales and marketing alignment, buyer insights, and even the use of AI-powered avatars for buyer group engagement. Moderator: Lou Cohen Director, Digital Marketing & Demand Generation COE Leader, Americas EY Panelists include: Amy Summy Executive Vice President and Chief Marketing Officer Labcorp Ben Torres Ezrick Head of Brand Zoom View Video	Ritz-Carlton Ballroom (HYBRID)
9:35am - 9:45am	TRANSITION	(IN-PERSON ONLY)
9:45am - 10:45am	BUILD-A-BLUEPRINT: TAILOR YOUR AI STRATEGY WITH TARGETED BREAKOUTS AI is revolutionizing marketing, but your journey is unique. In this exclusive breakout series, Build-a-Blueprint for AI, you’ll choose the session that aligns with your most pressing challenges—ensuring you leave with a customized roadmap for AI success. Choose from one of three breakout sessions:	(IN-PERSON ONLY)
	BREAKOUT 1: AI AND TALENT Equip your teams with AI literacy, foster an AI-first culture, and explore why the future of marketing requires teams to test and build their own AI solutions. Richard Sanderson Marketing, Communications, Sales Practice Leader Spencer Stuart Amy Summy Executive Vice President and Chief Marketing Officer Labcorp	Plaza Ballroom II (IN-PERSON ONLY)
	BREAKOUT 2: AI AND CREATIVITY We’ll dive into the key areas where AI can transform your approach to creativity: Join us to unlock the true potential of AI in marketing and elevate your campaigns to new heights. Chris Bontempo Chief Marketing Officer Johnson Controls Lou Cohen Director, Digital Marketing & Demand Generation COE Leader, Americas EY View Event Recap	Vanderbilt Ballroom (IN-PERSON ONLY)
	BREAKOUT 3: AI AND CHANGE MANAGEMENT This session will guide you on ways AI can fit into your team’s processes and structure—from pilots to policy. Gain clarity on generative AI’s impact, explore case studies on scaling workflows, and master best practices for compliance, legal, and transparency. Jaime Punishill Vice President, Enterprise Marketing and Marketing Enablement MetLife Roopa Maniktala Financial Services Marketing Program Director \| Field Marketing IBM \| B2B Committee Chair	Ritz-Carlton Ballroom (IN-PERSON ONLY)
10:45am - 11:00am	NETWORKING BREAK	Ritz-Carlton Foyer (IN-PERSON ONLY)
11:00am - 11:30am	B2B MARKETING LEADERS OF THE FUTURE In an era of unprecedented technological disruption and organizational transformation, marketing leaders must reimagine their roles or risk becoming obsolete. Join Marketing, Communications, Sales Practice Leader at Spencer Stuart, Richard Sanderson as he unveils the critical roadmap for B2B marketing professionals seeking to thrive in the next decade. Richard Sanderson Marketing, Communications, Sales Practice Leader Spencer Stuart View Event Recap and Related Materials	Ritz-Carlton Ballroom (HYBRID)
11:30am - 12:00pm	ON SCOPE LIVE! DIVING DEEP ON THE FIRST-EVER “AI AD-ATHON” History will be made at the 2025 ANA Masters of B2B Marketing Conference and the ANA's On Scope podcast will be there to cover the action. For the first time ever, marketer researchers from Evidenza and Brandlight.ai, creatives from Waymark, and media buyers from Spectrum Reach will hold an "Ad-athon," leveraging AI to help two B2B clients take a campaign from creative brief to in-market activation in less than 72 hours, reducing what is typically a months-long process down to mere days. Along with providing regular behind-the-scenes updates on how things are going with this ambitious project, On Scope will take the stage to have an in-depth post-mortem on the effort, covering what went right, what went wrong, and what the learnings mean for the future of B2B and AI. Moderator: Michael Berberich Senior Director, Content ANA Marten Van Pelt Chief Marketing Officer Plante Moran Lou Cohen Director, Digital Marketing & Demand Generation COE Leader, Americas EY View Event Recap and Related Materials	Ritz-Carlton Ballroom (HYBRID)
12:00pm - 12:03pm	CLOSING REMARKS Sonia David Vice President, Business Marketing Practice ANA	Ritz-Carlton Ballroom (HYBRID)

9:00am
- 6:30pm

REGISTRATION OPEN

Ritz-Carlton Foyer (IN-PERSON ONLY)

10:00am
- 12:00pm

FIRST EVER AI AD-ATHON - CAN AN AI-POWERED CAMPAIGN BE RESEARCHED, CREATED AND AIRED IN JUST 72 HOURS? FIND OUT.

***Registration is now currently at capacity. Please contact Joseph DeFeo at jdefeo@ana.net to be placed on a waiting list. We will confirm space availability a week before the event.***

AI is transforming all aspects of business—especially advertising. From insight to creative development to personalized delivery, no step in the ecosystem is untouched.

Come learn by participating in this one-of-a-kind opportunity conducted throughout the conference. In this groundbreaking session, two clients will challenge four AI pioneers to partner and demonstrate a fully AI-supported ad campaign, yielding new levels of productivity, personalization, and performance. The campaign will be planned, created, executed, and aired on streaming and connected TV in real time. Don't be left behind! Be part of a unique opportunity to create an end-to-end marketing campaign within 72 hours at the conference. Participating companies include EY, Plante Moran, Evidenza, Brandlight.ai, Waymark, and Spectrum Reach. This session will be led by:

Marten Van Pelt: Chief Marketing Officer Plante Moran

Lou Cohen

Director, Digital Marketing & Demand Generation COE Leader, Americas EY

Dan Callahan

Group Vice President, National Ad Sales Spectrum Reach

Uri Gafni

Chief Operating Officer & Chief Product Officer, Co-Founder Brandlight.ai

Alex Persky-Stern

Chief Executive Officer Waymark

Peter Weinberg

Co-Founder Evidenza

Imri Marcus

CEO and Co-Founder Brandlight.ai

Plaza Ballroom III (IN-PERSON ONLY)

12:00pm
- 12:30pm

LUNCH

Lunch Reserved for: AI AD-ATHON, B2B COMMITTEE, AND B2B DATA COMMITTEE ATTENDEES ONLY

Plaza Ballroom III (IN-PERSON ONLY)

12:30pm
- 2:20pm

B2B COMMITTEE HOSTED BY MOWER

FROM CHAOS TO CONVICTION: STANDING OUT WHEN EVERYONE SOUNDS SMART

***Registration is now currently at capacity. Please contact Joseph DeFeo at jdefeo@ana.net to be placed on a waiting list. We will confirm space availability a week before the event.***

In an environment where every brand claims expertise, buyers face overwhelming choices, and true brand differentiation is becoming increasingly difficult. While content and noise is ubiquitous, genuine conviction is an uphill challenge.

This guided discussion, which will include peer-to-peer sharing, will delve into how B2B brands can distinguish themselves in areas that AI cannot replicate. We will explore strategies to move beyond the buzz to foster conviction throughout the buyer's journey, covering:

Challenges B2B brands face today in the backdrop of the Gen AI landscape
Nuances of digital metrics and the reality of today’s business buyers
B2B brand reflections on what is unique in the sea of sameness
The future of marketers who are using AI to free up valuable time

Participants will leave with peer insights, ideas and inspiration to help their B2B business infuse digital with human intelligence for brand longevity.

Roopa Maniktala: Financial Services Marketing Program Director | Field Marketing IBM | B2B Committee Chair

Stephanie Crockett

President and Chief Executive Officer Mower

Plaza Ballroom III (IN-PERSON ONLY)

12:30pm
- 2:30pm

B2B DATA EXCELLENCE COMMITTEE

ACTIVATE B2B GROWTH: A HANDS-ON LAB TO FIND, REACH & CONVERT YOUR BEST CUSTOMERS WITH DATA

Join the Activate B2B Growth Lab to explore data-driven strategies for accelerating B2B growth through precise audience targeting, customer journey integration, and insight-led marketing alignment. This interactive session will feature three core breakout exercises designed to address real-world challenges, uncover growth opportunities, and foster collaboration among B2B data leaders. Facilitators will guide small group exercises, ensuring hands-on learning and actionable takeaways.

Key Takeaways:

Audience Segmentation & Targeting: Learn best practices for identifying and reaching high-value B2B segments.
Customer Journey Integration: Understand how to effectively bridge data from awareness to conversion.
Sales & Marketing Alignment: Explore strategies for synchronizing marketing insights with sales execution for measurable impact.
Collaboration Opportunities: Identify paths for committee-led publications and leadership initiatives.
Hands-On Exercises: Apply learnings through guided breakout sessions that focus on practical solutions.

Michele Eggers: Vice President of Marketing Shared Services SAS | B2B Data Excellence Committee Co-Chair

Anthony Toguchi

Former Head of Institutional Digital Marketing Vanguard | B2B Data Excellence Committee Co-Chair

David Fogarty

Senior Vice President, Data Excellence and Privacy Practice ANA

Jeni Neiswonger

Vice President, Data Excellence and Privacy Practice ANA

Sonia David

Vice President, Business Marketing Practice ANA

Plaza Ballroom II (IN-PERSON ONLY)

2:30pm
- 2:35pm

WELCOME REMARKS

Bill Zengel: Senior Vice President, Business Marketing Practice ANA

Vanderbilt Ballroom (IN-PERSON ONLY)

2:35pm
- 3:05pm

UNIFYING BRAND-TO-DEMAND: WHAT MARKETERS ARE GETTING RIGHT AND WHERE THEY’RE GETTING STUCK

Top B2B marketers are successfully connecting long-term brand building with short-term demand generation. This session will showcase real-world examples from SAS's journey to Brand-to-Demand Experience (BDX) and provide insights from the first-ever Brand-to-Demand Maturity Study by ANA and Stein. Discover industry-wide insights into brand-to-demand maturity levels, BDX's impact on business growth, and the drivers for BDX adoption.

Key Takeaways:

Brand-to-Demand Maturity: Understand the maturity levels of brand-to-demand strategies in B2B marketing.
BDX Impact: Learn about BDX's influence on business growth and budget allocation.
Adoption Drivers: Identify the key drivers for adopting BDX in your marketing efforts.

Natalie Osborn: Vice President, Brand Marketing and Creative SAS

Tom Stein

Chairman and Chief Brand Officer Stein

View Presentation

Vanderbilt Ballroom (IN-PERSON ONLY)

3:05pm
- 3:35pm

NAVIGATING CORPORATE REPUTATION THROUGH UNCERTAINTY

Corporate reputation is significantly influenced by marketing leaders, but the sources of influence are expanding in our dynamic world. This session will explore whether marketers feel equipped to succeed in their corporate missions and what strategies are needed to demonstrate impact both internally and externally. Insights from a proprietary global study will reveal how corporate reputation is built, prioritized, managed, measured, and the challenges and opportunities encountered along the way.

Key Takeaways:

Invest in the Long Game: Corporate reputation is cross-functional; align your organization across functions to achieve your goals.
Embrace the Skeptics: Critical thinkers will hold you to a higher level of accountability, helping tie corporate reputation to business results.
Stay the Course: Lower funnel efforts should not come at the expense of brand campaigns; give them a chance to live and perform, especially in a crisis.

Jennifer Ball: Chief Marketing Officer Franklin Templeton

Michelle Lynn

Global Head of Data Science & Insights Bloomberg Media

Vanderbilt Ballroom (IN-PERSON ONLY)

3:35pm
- 4:00pm

NETWORKING BREAK

Ritz-Carlton Foyer (IN-PERSON ONLY)

4:00pm
- 4:30pm

TIMING IS EVERYTHING: HOW TRIGGER MARKETING DRIVES BETTER RETENTION AND PROFITABILITY

Timing and relevance are becoming increasingly important in B2B marketing. This session explores how trigger marketing – focused on critical business milestones such as formation, legal filing changes, and credit needs – capitalizes on timeliness and relevancy by engaging prospects when they’re most ready to act.

You’ll hear how M&T Bank uses flexible trigger-based tactics to adapt to evolving strategic priorities, as well as to act in near-real time on major market disruption events, to drive more efficient new customer acquisition.

You'll also get a first look at a new Deluxe-led study showing that customers acquired via trigger-based tactics stay longer and deliver greater profitability. Deluxe will also share additional use cases to help you integrate trigger marketing into your own B2B playbook.

Jillian Titus: Senior Vice President, Head of Business Banking Marketing M&T Bank

Tucker Triolo

Director FMCG Direct, Deluxe

View Presentation

Vanderbilt Ballroom (IN-PERSON ONLY)

4:30pm
- 5:00pm

THE 411 ON THE 5.11 REBRAND: LESSONS EVERY B2B MARKETER CAN LEARN FROM

When 5.11 set out to evolve its B2B2C brand, it had a clear mission: honor the operators who built it while expanding into culture without losing its soul. That journey led to a full strategic and creative transformation—spanning community, commerce, and category redefinition. On the eve of the relaunch, we’ll take you behind the scenes of the rebrand and share what every modern marketer can learn about staying true while moving forward.

Eric Katzenberg: Head of Brand and Storytelling 5.11

Craig Elimeliah

Chief Creative Officer Code and Theory

Vanderbilt Ballroom (IN-PERSON ONLY)

5:00pm
- 5:05pm

CLOSING REMARKS

Sonia David: Vice President, Business Marketing Practice ANA

Vanderbilt Ballroom (IN-PERSON ONLY)

5:05pm
- 5:10pm

B2 AWARDS ACKNOWLEDGEMENTS

Debbie Schildkraut: Vice President, Business Marketing Practice ANA

Vanderbilt Ballroom (IN-PERSON ONLY)

5:15pm
- 6:15pm

RECEPTION SPONSORED BY CODE AND THEORY

Code and Theory is the place where CMOs, CTOs and CIOs come together to Experience Change. Join us for a toast to the future of technology and creativity in B2B.

Ritz-Carlton Foyer (IN-PERSON ONLY)

5:15pm
- 5:45pm

B2 AWARDS PINNING CEREMONY

Join us in kicking off the celebration of the B2 Award winners at this year’s conference! As part of our Welcome Reception, we’ll be hosting a special B2 Awards Pinning Ceremony to recognize the outstanding achievements of our award winners. Each honoree will be presented with a commemorative pin in recognition of their excellence and leadership in B2B marketing. A perfect photo opp! This meaningful moment sets the tone for the conference, bringing together peers and professionals to celebrate innovation, impact, and success across our industry.

Ritz-Carlton Foyer (IN-PERSON ONLY)

7:00am
- 7:00pm

REGISTRATION

Ritz-Carlton Foyer (IN-PERSON ONLY)

7:30am
- 8:20am

BREAKFAST

Vanderbilt Ballroom (IN-PERSON ONLY)

7:30am
- 8:00am

MARKETING ROUNDTABLE MEET-UPS

Conference attendees have the option to join a themed table and have breakfast with peers knowledgeable about and interested in a similar topic, starting at 7:30am. Join us for facilitated breakfast discussions for the ABCS of B2B Marketing including ABM, B2B overall, Channel Marketing, Sales & Marketing Alignment, plus – learn more about the AI Ad-athon and how it is progressing. Facilitators will guide informal discussions at each table. To join a table, simply look towards the front of the breakfast room for the tabletop sign with the breakfast theme you would like to attend. You do not need to register or reserve a seat in advance.

ABM Moderator: Kit Haines-Bornheimer: Director of Messaging Strategy and ABM Process Alignment Verizon Business Group

AI Ad-athon Group 1: Debbie Schildkraut

VP B2B Marketing ANA

AI Ad-athon Group 2: Michael Donnelly

Executive Vice President, Marketing Technology ANA

B2B Moderator: Michelle Froah

Global Chief Marketing & Innovation Officer ETS

Channel Marketing Moderator: Dan Nelson Jr.

President & CEO Nelson Schmidt Inc.

Sales & Marketing Moderator: Roopa Maniktala

Financial Services Marketing Program Director | Field Marketing IBM | B2B Committee Chair

Vanderbilt Ballroom (IN-PERSON ONLY)

8:00am
- 8:20am

THE GOOD, THE BAD, AND THE UGLY OF B2B MARKETING: HOW GREAT PROCESS SETS YOU FREE

In the rugged terrain of B2B marketing, complexity is the norm. Campaigns are complex. Timelines are “guidelines,” and marketers are creating mountains of content, yet, no one’s ever happy.

The answer isn’t MORE content… it’s the RIGHT content. But to get there, we need to stop blaming volume and start fixing process.

This session blends storytelling, real-life insights, and Spaghetti Western humour to expose the “UGLY” tools and “bottleneck bandits” slowing you down. Then eliminate them to build a smarter, scalable, modern marketing machine.

Whether you're gunning for visibility, chasing ROI, or just trying to get content signed off before your buyer gallops into the sunset… this is your survival guide to bringing order to the B2B wild west.

Luis Clark: Go-To Market Manager monday.com

Vanderbilt Ballroom (IN-PERSON ONLY)

8:30am
- 9:05am

OPENING REMARKS

Bob Liodice: Chief Executive Officer ANA

View Video

Ritz-Carlton Ballroom (HYBRID)

9:05am
- 9:15am

WELCOME REMARKS & HOUSEKEEPING

Bill Zengel: Senior Vice President, Business Marketing Practice ANA

Ritz-Carlton Ballroom (HYBRID)

9:15am
- 9:45am

SCARCITY IS THE MOTHER OF INNOVATION

Latane Conant, chief revenue officer at 6sense and author of No Forms. No Spam. No Cold Calls, shares a sharp blueprint for marketing breakthrough in today's dynamic times. Her session reveals how B2B marketers can flip economic uncertainties and challenges into rocket fuel for innovation and growth. With razor-sharp strategic insights and real-world tactics, Latane will show teams how to turn market shifts into their ultimate competitive edge.

Key Takeaways:

Learn full-funnel engagement strategies that supercharge marketing reach and impact.
Leverage AI's cutting-edge potential with precision-targeted applications that deliver measurable results.
Craft an adaptive marketing framework that transforms market uncertainty into a springboard for bold, creative performance.

Latane Conant: Chief Revenue Officer 6sense

View Event Recap and Related Materials

Ritz-Carlton Ballroom (HYBRID)

9:45am
- 10:15am

BUILDING A FUTURE-FORWARD FINANCIAL BRAND

Join Jennifer Ball, CMO of Franklin Templeton, as she shares insights from the firm’s latest U.S. brand campaign, “Your Trusted Partner for What’s Ahead.” She’ll share strategies for capturing the essence of your brand, building your firm story, and igniting multi-channel engagement that position firms for long-term success in an ever-changing financial landscape.

Jennifer Ball: Chief Marketing Officer Franklin Templeton

View Event Recap and Related Materials

Ritz-Carlton Ballroom (HYBRID)

10:15am
- 10:45am

"CRACKING THE CODE” TO NEW GROWTH OPPORTUNITIES

Join Kevin O’Hara, Worldwide Marketing Director at Becton, Dickinson and Company, as he explores how understanding customers deeply through market research and segmentation can drive business growth. He highlights the importance of strong brand positioning and connecting emotionally with customers using simple, impactful messaging. By integrating B2C strategies into B2B efforts, businesses can build trust, gain loyalty, and achieve greater success.

Kevin O’Hara: Worldwide Marketing Director BD (Becton, Dickinson and Company)

Ritz-Carlton Ballroom (HYBRID)

10:45am
- 10:52am

DIRECT MAIL: THE TANGIBLE ADVANTAGE IN THE EXPERIENCE ECONOMY

Explore how direct mail cuts through digital fatigue to create a lasting, tactile connection and a personal experience your customers won’t easily forget. Get inspired by new research and innovative direct mail that gets you in the door to drive deeper connections.

Lauren Banks: Brand Marketing Specialist - Mail USPS

View Video

Ritz-Carlton Ballroom (HYBRID)

10:52am
- 11:17am

NETWORKING BREAK

Ritz-Carlton Foyer (IN-PERSON ONLY)

11:17am
- 11:47am

THE STATE OF THE STATE OF B2B MARKETING

B2B marketing is being rewritten in real time. Buyer expectations are rising, revenue targets are tightening, and the economic headwinds of 2025 keep coming. To get to the real "state of the state" of B2B marketing—and how marketers are driving growth, not just in theory but in action—ANA and NewtonX partnered on a new research study with enterprise B2B leaders. This session unveils never-before-seen insights on the eight big shifts shaping B2B marketing: what’s changing, what’s working, and what’s moving the field forward.

Key Takeaways:

How B2B marketers are balancing brand, demand, and influence to build trust and drive revenue.
Where buyer group engagement is breaking through—and where it’s breaking down.
The creative, tech, and data strategies setting tomorrow’s B2B marketing leaders apart.

Daniel Sills: Director, Brand Partnerships NewtonX

Sonia David

Vice President, Business Marketing Practice ANA

View Event Recap and Related Materials

Ritz-Carlton Ballroom (HYBRID)

11:47am
- 12:17pm

UNLOCKING THE COLLECTIVE CONFIDENCE OF B2B BUYERS

As B2B buying becomes more complex and collective, marketers must adapt to a new value-driven game, one centered on “buyability” and group confidence, not just lead volume. This session will explore how to unlock the power of hidden buyers — critical but often overlooked stakeholders in functions like Finance, IT, and Legal — who quietly shape purchasing decisions. Grounded in insights from the 2025 Edelman-LinkedIn B2B Thought Leadership Impact Report, we’ll discuss how high-quality thought leadership can unify buying groups, build trust, and ultimately move organizations from indecision to action.

Jann Schwarz: Senior Director of Marketplace Innovation LinkedIn

Mimi Turner

Head of Marketplace Innovation LinkedIn

Joe Kingsbury

Global Chair Edelman Business Marketing

Annie Dunleavy

Executive Vice President, U.S. Head of Content Strategy Edelman Business Marketing

View Event Recap and Related Materials

Ritz-Carlton Ballroom (HYBRID)

12:17pm
- 12:47pm

USING DATA TO SUPERCHARGE YOUR B2B MARKETING

Join us for an enlightening session led by Alissa Gavrilescu, Managing Director, B2B Marketing at Cigna and David Fogarty SVP, Data Excellence and Privacy Practice at the ANA who will showcase the highlights of the ANA B2B Data and Analytics Playbook. This session will delve into optimizing account-based marketing, aligning sales and marketing efforts, and mastering advanced segmentation. It will help empower you to create stronger partnerships with sales and unlocking new possibilities for data-driven success.

Alissa Gavrilescu: Managing Director, B2B Marketing Cigna

David Fogarty

Senior Vice President, Data Excellence and Privacy Practice ANA

Moderator: Sonia David

Vice President, Business Marketing Practice ANA

View Video

Ritz-Carlton Ballroom (HYBRID)

12:47pm
- 1:50pm

LUNCH

Vanderbilt Ballroom (IN-PERSON ONLY)

1:10pm
- 1:30pm

ABM BRAND TO DEMAND: STRATEGY TO SUCCESS

Gain behind-the-scenes insights on EY’s “brand to demand” marketing strategy to drive both brand awareness and measurable business outcomes. The session will spotlight the strategic integration of Captivate’s ABM targeting accuracy into EY’s global ‘Shape the Future with Confidence” omnichannel campaign. This compelling case study will demonstrate how precision targeting coupled with unique attentive reach in high-impact environments drives action & generates ROI in today’s complex media landscape.

Burke Henderson: VP, National Sales Captivate

Brittney Frank

Associate Director, US Brand & Media Leader EY

Vanderbilt Ballroom (IN-PERSON ONLY)

1:50pm
- 2:20pm

MACK IS BACK! - ENERGIZING AN ICONIC B2B BRAND

Emotional connection is much discussed in our B2B world. At this session, see how one of the most iconic of American brands, Mack Trucks, re-forged a deeper relationship with its internal stakeholders and external communities. From insight to creative platform to experiences and activation, Mack’s ‘By America’s Side’ campaign is now one of the most successful campaigns in the brand’s storied history.

Jim Leon: Director of Brand Management Mack Trucks

Kate MacNevin

Global Chief Executive Officer Stein

View Event Recap and Related Materials

Ritz-Carlton Ballroom (HYBRID)

2:20pm
- 2:50pm

HOW SERVICENOW USED AI TO CREATE THEIR MOST HUMAN CAMPAIGN EVER

At ServiceNow, we didn’t just market AI — we used it to build our most human campaign yet. Partnering with Evidenza, we created synthetic personas to understand our audience on a deeper level and mapped category entry points to sharpen our creative edge. Then we put AI to work across storytelling, targeting, and personalization. The result? A campaign that made people feel something about AI — and showed exactly what happens when technology serves people, not the other way around.

Jim Lesser: Chief Brand Officer ServiceNow

Peter Weinberg

Co-Founder Evidenza

View Event Recap and Related Materials

Ritz-Carlton Ballroom (HYBRID)

2:50pm
- 3:05pm

NETWORKING BREAK

Ritz-Carlton Foyer (IN-PERSON ONLY)

3:05pm
- 3:35pm

AI ATE MY BRIEF: HOW TO STAY HUMAN IN A SYNTHETIC WORLD

Join this discussion with senior brand marketing leaders on how to preserve authenticity, along with the human voice, vision, and emotional connection in a world of AI and automation.

Jennifer Ball: Chief Marketing Officer Franklin Templeton

Erik Petersen

Senior Director, Global Brand Advertising and Media Workday

Caitlin Blewett

Chief Marketing Officer Genpact

Moderator: Debbie Schildkraut

Vice President, Business Marketing Practice ANA

View Event Recap

Ritz-Carlton Ballroom (HYBRID)

3:35pm
- 4:05pm

FROM FEAR TO FUTURE: RETHINKING BRAND STRATEGY IN UNCERTAIN TIMES

Fear has long been the default emotional lever in advertising and marketing across industries that need to make people feel safe, such as cybersecurity, healthcare, and insurance. But there is a better way. This session will challenge attendees to consider brand strategies that focus on positivity, confidence, and a future-looking lens. It will also provide real world examples that inspire instead of alarm, including a behind the scenes look at the Palo Alto Networks Precision AI campaign.

Attendees will learn:

The value of positivity in brand building.
Examples of advertising and marketing around AI from both sides of the spectrum.
Strategies for building a future-looking AI-driven brand, and a few practical lessons learned along the way.

Navneet Singh: Vice President, Marketing Network Security Palo Alto Networks

View Event Recap and Related Materials

Ritz-Carlton Ballroom (HYBRID)

4:05pm
- 4:35pm

FROM COMPLEXITY TO CONVICTION: HOW CARHARTT TRANSFORMED WORKWEAR INTO WORKFORCE PRIDE

In today’s B2B landscape, complexity is the norm—misaligned teams, overwhelming martech stacks and messaging that drowns in its own detail. But the brands that break through don’t add to the chaos. They create connection. Carhartt Company Gear did just that by listening, not just to procurement, but to the decision-makers to unlock what they needed to see, feel, and believe to outfit their workforce with confidence.

With Mower’s “More Than a Uniform” campaign, the brand transformed workwear into a symbol of pride, purpose, and performance. By focusing less on specs and more on shared identity, Carhartt built more than awareness. It built mental availability in the moments that matter. This session explores how leading with conviction rooted in human truth can rally a workforce and grow a brand.

In this session, you’ll walk through the journey of transforming brand chaos into conviction, including how to:

Identify and elevate emotional truths that resonate more deeply than product features or specs.
Connect with the real decision-makers behind the job titles, and build brand preference from the ground up.
Unify marketing, sales, and workforce activation around a single, human-centered brand idea.
Build mental availability by aligning brand expression with real-world moments that matter.
Simplify your messaging framework to scale trust across multiple audiences and channels.

Kendra S. Lewinski: Senior Marketing Manager and Head of B2B Marketing Carhartt

Stephanie Crockett

President and Chief Executive Officer Mower

Doug Kamp

Chief Creative Officer Mower

View Event Recap and Related Materials

Ritz-Carlton Ballroom (HYBRID)

4:35pm
- 5:05pm

BRAND IS YOUR BUSINESS WEAPON

When the odds are against you, use brand to change the odds. For animal health company, Zoetis, business was about to get very rocky. Blockbuster products they had relied on for years and built all their marketing around were coming off patent. Combined with increased competition and massive pricing pressures, the odds were stacked against them.

Join us for a story of courageous reinvention and learn how Zoetis and Bader Rutter shifted from being product centric to building real brand impact.

In this session, you’ll walk away with:

A campaign case study that proves the emotional power of brand storytelling
Strategies to shift mindsets in your organization from product marketers to brand marketers
Approaches to embed brand thinking within finance, sales and beyond

Clint Mefford: Head of U.S. Livestock Communications & Marketing Operations Zoetis

David Jordan

Chief Executive Officer Bader Rutter

View Event Recap and Related Materials

Ritz-Carlton Ballroom (HYBRID)

5:05pm
- 5:10pm

CLOSING REMARKS

Bill Zengel: Senior Vice President, Business Marketing Practice ANA

Ritz-Carlton Ballroom (HYBRID)

6:30pm
- 7:30pm

2025 B2 AWARDS RECEPTION

Ritz-Carlton Foyer (IN-PERSON ONLY)

7:30pm
- 9:30pm

2025 B2 AWARDS DINNER AND GALA

Join your hosts for this year’s B2 Awards Gala – Defining B2B Marketing Excellence. Experience the event recognizing and celebrating the best in B2B marketing and communications. Judged by industry marketing leaders and Client-Side Top Jury members, the B2 Awards provide a platform for showcasing cutting-edge strategies, creative execution, and measurable success, helping elevate the standards of business marketing globally.

Linda Brunner: Senior Vice President - Head of IT Digital Customer Experience Siemens Healthineers

Lisa Maxwell

Vice President, B2B Marketing Mastercard

Dipti Kachru

Global Chief Marketing Officer, Financial Services Broadridge

Kimberly McNeil-Downs

Managing Director - Marketing Excellence Leader Deloitte

Bill Zengel

Senior Vice President, Business Marketing Practice ANA

Debbie Schildkraut

Vice President, Business Marketing Practice ANA

Ritz-Carlton Ballroom (HYBRID)

7:00am
- 11:10am

REGISTRATION

Ritz-Carlton Foyer (IN-PERSON ONLY)

7:30am
- 8:00am

MARKETING ROUNDTABLE MEET-UPS

Join us each morning at breakfast for the ABCS of B2B Marketing including ABM, B2B Data, Channel Marketing, Sales & Marketing Alignment. Facilitators will guide discussions at each table. Head to one of the tables indicated at the front of the room.

ABM Moderator: Kit Haines-Bornheimer: Director of Messaging Strategy and ABM Process Alignment Verizon Business Group

AI Ad-athon Group 1: Debbie Schildkraut

Vice President, B2B Marketing ANA

AI Ad-athon Group 2: Michael Donnelly

Executive Vice President, Marketing Technology ANA

B2B Data Moderator: David Fogarty

Senior Vice President, Data Excellence and Privacy Practice ANA

Channel Marketing Moderator: Dan Nelson Jr.

President & CEO Nelson Schmidt Inc.

Moderator: Roopa Maniktala

Financial Services Marketing Program Director | Field Marketing IBM | B2B Committee Chair

Vanderbilt Ballroom (IN-PERSON ONLY)

7:30am
- 8:30am

BREAKFAST

Vanderbilt Ballroom (IN-PERSON ONLY)

8:00am
- 8:20am

THE EMPATHY ADVANTAGE: HUMANIZING B2B IN A WORLD POWERED BY AI

In today’s rapidly evolving landscape, exceptional B2B marketers know that winning isn’t just about data or automation—it’s about balance. This session unveils fresh Ipsos research conducted in conjunction with the ANA, exploring the new B2B buyer journey. By melding AI's analytical prowess with uniquely human insights, we'll uncover what truly matters to senior decision-makers, contrasting their priorities with those of mid-level management. Moreover, we'll delve into the power of creative differentiation—drawing lessons from Ipsos's creative testing of hundreds of B2B brands—to help your brand stand out from the competition. Join us to discover how empathy can unlock unprecedented B2B growth, transforming your approach to everything from content creation to intent tracking. Discover how empathy can be your most powerful differentiator in an AI-powered world.

Kristyna Kanzler: VP, Ipsos Communities Ipsos

Ryan Mitchell

SVP, Creative Excellence Ipsos

Vanderbilt Ballroom (IN-PERSON ONLY)

8:30am
- 8:35am

WELCOME REMARKS

Sonia David: Vice President, Business Marketing Practice ANA

Ritz-Carlton Ballroom (HYBRID)

8:35am
- 9:05am

MASTERING CHANGE WITH AI INNOVATION

Chris Bontempo, Chief Marketing Officer at Johnson Controls (JCI) has led the company’s transformation towards a more tech-driven, data-centric marketing approach. Under his leadership, JCI has leveraged AI and innovative tools to modernize its marketing capabilities and drive growth.

Chris Bontempo: Chief Marketing Officer Johnson Controls

View Event Recap and Related Materials

Ritz-Carlton Ballroom (HYBRID)

9:05am
- 9:35am

PANEL DISCUSSION: BEYOND THE A.I. HYPE

In this panel discussion, marketing leaders from innovative B2B companies share their first-hand experiences in leveraging AI to drive measurable improvements in areas like lead generation, sales and marketing alignment, buyer insights, and even the use of AI-powered avatars for buyer group engagement.

Moderator: Lou Cohen: Director, Digital Marketing & Demand Generation COE Leader, Americas EY

Panelists include:

Amy Summy

Executive Vice President and Chief Marketing Officer Labcorp

Ben Torres Ezrick

Head of Brand Zoom

View Video

Ritz-Carlton Ballroom (HYBRID)

9:35am
- 9:45am

TRANSITION

(IN-PERSON ONLY)

9:45am
- 10:45am

BUILD-A-BLUEPRINT: TAILOR YOUR AI STRATEGY WITH TARGETED BREAKOUTS

AI is revolutionizing marketing, but your journey is unique. In this exclusive breakout series, Build-a-Blueprint for AI, you’ll choose the session that aligns with your most pressing challenges—ensuring you leave with a customized roadmap for AI success. Choose from one of three breakout sessions:

(IN-PERSON ONLY)

BREAKOUT 1: AI AND TALENT

Equip your teams with AI literacy, foster an AI-first culture, and explore why the future of marketing requires teams to test and build their own AI solutions.

Richard Sanderson: Marketing, Communications, Sales Practice Leader Spencer Stuart

Amy Summy

Executive Vice President and Chief Marketing Officer Labcorp

Plaza Ballroom II (IN-PERSON ONLY)

BREAKOUT 2: AI AND CREATIVITY

We’ll dive into the key areas where AI can transform your approach to creativity: Join us to unlock the true potential of AI in marketing and elevate your campaigns to new heights.

Chris Bontempo: Chief Marketing Officer Johnson Controls

Lou Cohen

Director, Digital Marketing & Demand Generation COE Leader, Americas EY

View Event Recap

Vanderbilt Ballroom (IN-PERSON ONLY)

BREAKOUT 3: AI AND CHANGE MANAGEMENT

This session will guide you on ways AI can fit into your team’s processes and structure—from pilots to policy. Gain clarity on generative AI’s impact, explore case studies on scaling workflows, and master best practices for compliance, legal, and transparency.

Jaime Punishill: Vice President, Enterprise Marketing and Marketing Enablement MetLife

Roopa Maniktala

Financial Services Marketing Program Director | Field Marketing IBM | B2B Committee Chair

Ritz-Carlton Ballroom (IN-PERSON ONLY)

10:45am
- 11:00am

NETWORKING BREAK

Ritz-Carlton Foyer (IN-PERSON ONLY)

11:00am
- 11:30am

B2B MARKETING LEADERS OF THE FUTURE

In an era of unprecedented technological disruption and organizational transformation, marketing leaders must reimagine their roles or risk becoming obsolete. Join Marketing, Communications, Sales Practice Leader at Spencer Stuart, Richard Sanderson as he unveils the critical roadmap for B2B marketing professionals seeking to thrive in the next decade.

Richard Sanderson: Marketing, Communications, Sales Practice Leader Spencer Stuart

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Ritz-Carlton Ballroom (HYBRID)

11:30am
- 12:00pm

ON SCOPE LIVE! DIVING DEEP ON THE FIRST-EVER “AI AD-ATHON”

History will be made at the 2025 ANA Masters of B2B Marketing Conference and the ANA's On Scope podcast will be there to cover the action. For the first time ever, marketer researchers from Evidenza and Brandlight.ai, creatives from Waymark, and media buyers from Spectrum Reach will hold an "Ad-athon," leveraging AI to help two B2B clients take a campaign from creative brief to in-market activation in less than 72 hours, reducing what is typically a months-long process down to mere days. Along with providing regular behind-the-scenes updates on how things are going with this ambitious project, On Scope will take the stage to have an in-depth post-mortem on the effort, covering what went right, what went wrong, and what the learnings mean for the future of B2B and AI.