ANA B2B Committee Meeting: Decision Advantage in the Age of AI - From Enterprise Strategy to Answer Engines

Join us for Decision Advantage in the Age of AI: From Enterprise Strategy to Answer Engines, a forward-looking B2B Marketing Committee meeting designed to help senior marketers compete more effectively in an AI-accelerated market. As AI becomes table stakes and answer engines reshape how buyers discover information, this session will help you elevate decision quality, strengthen growth architecture, and protect brand visibility in a rapidly evolving ecosystem.

The meeting features strategic insights on building AI-informed decision systems that connect marketing to enterprise value, alongside research-driven perspectives on how generative AI is transforming search, attribution, and brand authority. Together, these sessions will provide practical frameworks for improving capital allocation, aligning product and demand strategy, and adapting SEO and content programs to an answer-first environment.

Designed for B2B Committee members and all ANA client-side marketer members, this session provides a forum for professional learning, collaboration, and strategic planning to help drive sustained growth and competitive advantage. Secure your spot today.

AGENDA:

11:00 - 11:20 am ET
WELCOME REMARKS AND ATTENDEE INTRODUCTIONS

11:20 - 12:00 pm ET
FROM SEARCH ENGINES TO ANSWER ENGINES: RETHINKING SEARCH IN THE AGE OF AI
As AI reshapes how information is retrieved and presented, B2B search engine optimization is evolving. Visibility increasingly depends on being cited, summarized, or synthesized rather than clicked. This session draws on cutting edge research, including a case study with a large B2B marketing organization and recent survey data, to examine how AI is altering search marketing including content strategy, measurement, and brand authority. Attendees will leave with a practical, research-informed framework for adapting SEO strategies to an answer-first landscape while navigating the strategic and ethical implications of AI on modern marketing for B2B.

Key Takeaways:

• Understanding how generative AI systems change discovery, attribution, and visibility and the current landscape for search marketing.
• Identify how AI answer engines select, summarize, and cite content, drawing on proprietary academic research and platform behaviors.
• Evaluate implications for measurement and performance, including zero-click experiences, brand authority, and downstream influence.
• Apply practical frameworks for adapting SEO programs, integrating answer-oriented content, structured data, and authority signals.
• Critically assess ethical and organizational considerations, including transparency, bias, and the concentration of informational power in AI systems.

Kelly Cutler
Associate Professor
Northwestern University

12:00 - 12:40 pm ET
WHEN EVERYONE HAS AI, ADVANTAGE SHIFTS TO DECISION QUALITY (Download the Presentation)
AI is rapidly becoming table stakes in B2B marketing. The competitive advantage is no longer access to technology. It is the quality of the decisions leaders make with it. For marketing decision makers accountable to enterprise growth, this moment requires more than automation or efficiency gains; it demands a redesign of how product strategy, demand generation, brand, and measurement connect to enterprise value. This session explores how to build AI-informed decision systems that improve capital allocation, accelerate learning, and influence complex buying ecosystems. Attendees will leave with a strategic framework for elevating marketing from activity management to enterprise value architecture in an AI-accelerated market.

Key Takeaways:

• AI is not the advantage. Decision quality is: How to avoid AI theater and focus on strategic leverage.
• Redesign the growth architecture: Align product marketing, demand generation, and brand into a unified, AI-informed system.
• Upgrade measurement from attribution to intelligence: Use AI to improve decision velocity and capital efficiency, not just reporting.
• Influence the full buying ecosystem: Apply decision science to complex committees, partners, and indirect stakeholders.
• Connect marketing to enterprise value: Frame marketing decisions in terms of risk, return, and long-term valuation impact.

SPEAKER

Ted Kohnen
CEO
Park & Battery

12:40 - 12:55 pm ET
VIRTUAL ROUNDTABLE
In this closing session, our B2B Committee Co-Chairs will lead a roundtable discussion focused on the future of B2B marketing. This is a unique opportunity for attendees to share perspectives on emerging trends, challenges, and opportunities shaping our industry. Together, we’ll explore strategic directions that can guide our committee’s efforts in the year ahead, ensuring our approach aligns with the needs and insights of our members. Come ready to contribute your ideas and help shape the vision for 2026 and beyond!

Moderators:

Kira O’Sullivan
VP of Marketing
ProShares
ANA B2B Committee Co-Chair

Roopa Maniktala
Marketing Program Director in Field Marketing
IBM Americas
ANA B2B Committee Co-Chair

12:55 - 1:00 pm ET
TOP TAKEAWAYS AND CLOSING REMARKS

Register today to join us!