ANA B2B @ NY Life (Members Only Conference)

B2B marketing has changed so much over the past decade and, these days, content marketing is more important than ever. Whether your goal is to align more closely with sales or to nurture a select group of customers with personalization, your content marketing strategy must continue to evolve with an ever-changing marketplace.

Join us for an informative and engaging day, hosted by New York Life, and hear from brands and thought-leaders that have created innovative best practices in content marketing. This ANA Members-Only Conference features sessions from leading B2B marketers and other experts who will share insights and case studies on their programs.


Start: Tuesday, November 27, 2018 at 8:15am

End: Tuesday, November 27, 2018 at 4:00pm


NY Life
51 Madison Avenue
New York, NY 10010

Registration Pricing

Client-Side Marketer Marketing Solutions Provider Gold Marketing Solutions Provider Silver Associate Individual Nonmember
Members Only Conference Client-Side Marketer $0 Marketing Solutions Provider Gold $250 Marketing Solutions Provider Silver $350 Associate Individual N/A Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact


Tuesday, November 27, 2018
8:15am Breakfast

9:00am Opening Remarks

Natan Cohen
Corporate Vice President, Agent Marketing Program New York Life

How Content Marketing Helped a B2C Sales Organization Be More Successful in the B2B Space

New York Life has a long history of helping individuals and families secure their financial futures through expert guidance from New York Life Agents and a suite of financial solutions. As the culture of entrepreneurship has grown there has been an alignment of needs that has extended into the Small Business Owner area. While the needs have been met by our sales force, the time had come for a more focused marketing effort to raise the awareness of New York Life’s offering among the business community. 

Kaitlin Hespos
Senior Associate, Client and Agent Marketing New York Life

(B2 Award Winner) From Buzzword to Brain Food: Making Digital Real, Relevant, and Actionable

More than 10 years ago, PwC set out to assess how businesses view, invest in, and adopt digital. Back then, “digital” was just another name for “IT.” But today, "digital" is everything. While the scope and scale of digital-driven change has grown immensely, company leaders are not much better equipped to handle the changes coming their way than they were 10 years ago.

In this session, learn how PwC reinvented its award-winning Digital IQ program to lead in the evolving digital world, and how they broke the mold to generate fresh insights from more than 2,200 executives across 53 countries through an integrated marketing program, fueled by the sales force.

Matthew Lieberman
Interim Marketing Leader PwC US

AI-Powered Content Optimization: The Journey to Higher Engagement

Content plays a crucial role in turning online visitors into loyal customers. Find out how users interact with our content on their way to either engaging or abandoning, and how to drive more of the former with AI-powered content analytics. Understand if content is resonating, how different touchpoints combine to boost engagement or abandonment, and what channels and content types are best at driving visitors along the customer journey.

Brian Donnelly (@bdonnelly111)
Product Marketing, Watson Customer Experience Analytics IBM

Effective Integration of SEO and Content Marketing: The Formula

Savvy content marketers know that in today’s world, the content you create only matters if it effectively reaches your target audience. That’s why creating content that ranks at the top of search engines like Google—or smart search devices like the Amazon Echo—is critical to every content marketing strategy. But here’s the problem: The search engines are always evolving and changing their ranking formula; how can content marketers keep up?

The truth is SEO is a science. And it’s squarely centered on user experience. Gone are the days of stuffing keywords into your copy to get a #1 Google ranking. Today, achieving sustained top-rankings for your content requires completely rethinking (1) how you choose the content you write about (on-site SEO), (2) how you format and present the content (technical SEO), and (3) how you methodically build up awareness of the content (off-site SEO).

Join this session to hear about the path that the Epsom Salt Council took to create an SEO-centered content marketing program that effectively drove not only online traffic, but offline sales. You will hear firsthand how the Council worked with Mower’s SEO and public relations teams to implement a content marketing strategy that continuously feeds its B2B customer base by driving up derived demand from the B2C audience. You’ll leave with a step-by-step formula on how to more effectively integrate SEO into your content marketing efforts and achieve similar results.

Mary Owusu
Vice President – Director, Digital Strategy & Analytics Mower

Gain the Content Advantage

For most companies, doing content isn't an option. Content is critical to marketing campaigns, customer experience, technical support, and more. But are you treating content as merely a cost? Or are you turning it into a competitive advantage? In this session with Colleen Jones, learn

  • Why big companies don't necessarily do content better
  • What a content vision is and why it's the top content success factor
  • A content strategy framework based on 5 key questions
  • A model and self-assessment for content operations maturity

Along the way, see examples from companies ranging from a spinning studio to Netflix.

Colleen Jones
Head of Content MailChimp

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.