Event Recaps
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Experian’s Scharf Talks In-House Creative
Event Recaps January 6, 2026Experian’s Kristen Scharf shared how in-house creative teams can move beyond execution to become essential partners in brand building by writing with proximity to the business and connecting creative output to business impact.
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Partner Marketing: Strategy, Scaling, and Developing Content
Event Recaps January 6, 2026During a meeting of the ANA’s B2B Channel Marketing Committee, attendees learned valuable approaches to partner marketing from Laura Gibbs, manager of partner marketing at business software company Thryv.
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Supporting the LGBTQ+ Community: Challenges and Solutions for Brands
Event Recaps January 6, 2026During a session held at a December 11, 2025 meeting of the ANA’s LGBTQ+ Inclusive Marketing Committee, attendees had obstacles to brands’ LGBTQ+ allyship illuminated by a panel of experts, who also offered ideas for how to overcome those challenges.
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The Integrality of Brand Experience and Customer Experience
Event Recaps January 6, 2026During a session at a December 9, 2025 ANA Members-Only Conference, attendees learned about the business imperative to align brand and customer experience from Dipanjan Chatterjee, vice president and principal analyst at Forrester.
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ABM Co-Chairs Recap of the ABM One-Day Conference
Event Recaps December 20, 2025The ABM co-chairs provided a comprehensive recap of the ANA ABM One-Day Conference revisiting the top insights, including aligning ABM strategies to quantify ROI, integrating with sales to improve the customer journey, and fostering cross-functional collaboration to drive growth.
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Kyndryl Discusses the Establishment of Its Digital Media Platform: The Kyndryl Institute
Event Recaps December 20, 2025During a session at an ANA One-Day Conference, Kyndryl discussed its digital media platform, The Kyndryl Institute, and its use of B2B influencers.
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Salesforce’s Kihn Talks Martech and AI for Improved Customer Experience
Event Recaps December 18, 2025Martin Kihn from Salesforce showed how marketers can use martech and AI to transform customer experience and drive profitable growth.
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Unlocking Growth: Unpacking the ANA x Stein Brand-to-Demand Maturity Study
Event Recaps December 18, 2025The ANA x Stein Brand-to-Demand Maturity Study reveals how unified brand and demand strategies drive business growth, with benchmarks, maturity levels, and actionable insights for B2B marketers.
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Beyond the Base: Cross-Cultural Marketing That Connects at CBB Bank
Event Recaps December 16, 2025CBB Bank’s journey from serving a niche Korean American business community to engaging a broader, multicultural audience offers a compelling blueprint for modern B2B growth. This case study, CBB&ME, explores how the bank expanded its reach by tapping into shared values across cultural segments — without relying on language-specific infrastructure.
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James Baldwin 100: Building a Modern Cultural Movement Around a Literary Icon
Event Recaps December 16, 2025Blending literature, culture, and digital innovation, Baldwin 100 reintroduced James Baldwin to a new generation. Through social storytelling, influencer collaborations, and cultural partnerships, the campaign turned his centennial into a dynamic, year-long celebration that reignited conversation around his work and its timeless relevance.
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Unbraiding the Truth: Millennial Voices on Safety and Transparency in Beauty
Event Recaps December 16, 2025This session explores how Consumer Reports' research and integrated marketing campaign combined storytelling, influencer partnerships, and community engagement to empower Millennial audiences and advocates to demand safer, more transparent beauty products.
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From Chaos to Cohesion: Labcorp’s Roadmap for Scalable Alignment
Event Recaps December 15, 2025Labcorp leveraged brand strategy principles to align marketing and sales, creating a field activation model that improved sales readiness, accelerated growth, and delivered consistent messaging across complex B2B environments.
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Tips for a Successful B2B Influencer Brand Trip
Event Recaps December 15, 2025During a session at a December 3, 2025 ANA Members-Only Conference, Mikaela Maloney, senior manager, content and communications at IDEAL Industries, explained how to make an influencer brand trip successful in B2B marketing, despite having a niche audience and limited budget.
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Arnold Worldwide’s Rosetti Talks Marketing Measurement
Event Recaps December 12, 2025Bre Rossetti from Arnold Worldwide outlined why the future of marketing measurement depends on building a shared strategic language that unites the entire enterprise.
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How to Make Your ABM Unforgettable
Event Recaps December 12, 2025Andy Penkalski, associate director at Bader Rutter, discussed how to blend a traditional account-based marketing (ABM) approach with a media and data activation strategy that goes beyond traditional B2B channels and make your marketing messages not just unavoidable but totally unforgettable.
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Tying Experience to Growth
Event Recaps December 12, 2025For Todd Unger, CXO of the AMA, customer experience means a seamless integration of marketing, product, commerce, and service. He shared his lessons for making any organization truly friction-free and customer-centric.
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Flock’s Blueprint for AI-Driven Agency Compensation
Event Recaps December 10, 2025Flock Associates outlined how AI and automation are reshaping agency compensation, driving a shift from time-based models to asset and outcome-based pricing, with transparency and performance metrics at the core.
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ABB Talks Blending Emotional Relevance and Technical Excellence
Event Recaps December 9, 2025ABB and Mower demonstrated how emotional relevance, alongside technical excellence, can transform a renewable energy brand from a respected supplier into a trusted partner.
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Beyond Scale: Building Growth Through Quality and a Culture of Experimentation
Event Recaps December 9, 2025Growth isn’t just about scaling what converts — it’s about scaling what matters. In this session, explore how quality assessment sits at the heart of Citizens Bank’s measurement strategy, ensuring that every decision aligns with strategic business needs.
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From Data to Decisions: Using LTV to Power Growth, Personalization, and Product Strategy
Event Recaps December 9, 2025Understanding and applying Customer Lifetime Value (LTV) is critical for businesses with large, diverse user bases. This session explored practical methods to calculate LTV for high-volume, long-tail customer websites, highlighting how to balance accuracy and scalability.
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