Making 2026 a Winner – ANA B2B Committee Virtual Meeting

Join us for Making 2026 a Winner, a forward-looking B2B Marketing Committee meeting designed to help B2B marketers start the year with clarity, confidence, and a winning game plan. As budgets shift and AI continues to reshape marketing organizations, this session will help you set smarter priorities for impact in 2026.

The meeting features a 2026 industry outlook from Winterberry Group Senior Managing Partner Bruce Biegel, along with practical insights on moving from AI experimentation to transformation from ANA B2 Award winner and 2025 B2B Marketer of the Year, Kyall Mai of Esquire Bank.

Designed for B2B Committee members and all ANA client-side marketer members, the session provides a forum for professional learning, collaboration, and strategic planning to help drive success in 2026 and beyond. Secure your spot today.

AGENDA:

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

11:20 - 12:00 pm ET
THE OUTLOOK FOR B2B ADVERTISING, MARKETING, AND DATA IN 2026 (Download the Presentation)
To kick off the New Year, Winterberry Group Senior Managing Partner, Bruce Biegel, will share in-depth insights and predictions of marketing spending in 2026. In this session, Biegel will examine the major forces shaping our industry today, reflect on a turbulent 2025, and forecast what’s to come in 2026 and beyond. Key takeaways from the session will include:

1. A recap of the headwinds and tailwinds marketing experienced in 2025
2. A forecast of where marketers will direct their spending in 2026
3. Trends driving today’s media mix, data, and technology investments

Speaker: 

Bruce Biegel
Senior Managing Partner
Winterberry Group

12:00 - 12:20 pm ET
VIRTUAL ROUNDTABLE
In this interactive 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:

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




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

12:20 - 12:50 pm ET
FROM FIREFIGHTING TO FOCUS: BUILDING AN AI-FIRST MARKETING ORGANIZATION THAT ACTUALLY SCALES
Learn how to move beyond AI pilots to build a marketing organization that works smarter, scales faster, and gives your team space to do their best work.

Three years into generative AI, most marketing teams have tried it, but very few have changed how they work. As senior marketing leaders look ahead, the real challenge isn't adoption - It's transformation.

Moving beyond pilots requires intentional leadership, role redesign, and a clear vision for what AI should create space for inside your organization. This session, drawing on a year of real-world Generative AI implementation and usage by a marketing team, it reframes AI as an operating model decision, not a tool rollout.

What You'll Learn:

• AI transformation and what’s needed and the leadership shift required to move from experimentation to transformation
• The defining question of AI-first marketing: "What do we want to create space for?"
• How roles evolve when AI handles execution (and what your team focuses on instead)
• The culture and leadership conditions that make AI adoption stick
• What actually matters in an AI-first Martech stack - and what's just noise

Speaker: 


Kyall Mai
Chief Innovation Officer
Esquire Bank

12:50 - 1:00 pm ET
TOP TAKEAWAYS AND CLOSING REMARKS

Register today to join us!