2020 ANA Masters of B2B Marketing Conference Presented by LinkedIn

Events Update

We are monitoring the situation with the coronavirus (2019-nCoV or COVID-19) closely and will inform all attendees if an event is postponed or canceled. The safety and well-being of our members and attendees is of paramount importance and all decisions will be made based on those factors.

Like most organizations, we are getting our information about the coronavirus from the media and government websites, and new information is being shared daily

In the instance where an ANA event is canceled, we will provide as much advance notice as possible. As we all know from reports in the media, the situation with the coronavirus is very fluid, and new information is being made available every day.

We are following expert advice that recommends (whether at an ANA event or not) that you wash your hands with soap often; avoid touching your eyes, nose, and mouth; and use alcohol wipes and gels if you need to wipe down a surface or do not have access to running water and soap.

To assist attendees, the ANA will add additional hand sanitizing areas and encourage attendees to follow basic hygiene.

Travelers can best protect themselves by following CDC guidelines.  While there is currently no vaccine to prevent 2019-nCoV infection, the best way to prevent infection is to avoid being exposed to the virus. The CDC always recommends everyday preventive actions to help prevent the spread of respiratory viruses, including:

  • Wash your hands often with soap and water for at least 20 seconds. If soap and water are not available, use an alcohol- based hand sanitizer.
  • Avoid touching your eyes, nose, and mouth with unwashed hands.
  • Avoid close contact with people who are sick.
  • Cover your cough or sneeze with a tissue, then throw the tissue in the trash.
  • Clean and disinfect frequently touched objects and surfaces such as your laptop or cell phone.

The only event that’s all B2B, all the time. The ANA Masters of B2B Marketing Conference is programmed to inform, empower, and connect you with leaders from top industry brands who will share insights and advice on the latest B2B developments. Get smarter about the hottest topics including ABM, customer experience, B2H, emotional drivers, and channel marketing, to help you deliver positive results for your organization.

Join us for the only B2B event with the collective power of the ANA behind it to learn from and network with top marketers from leading brands.  

  • “The quality of the speakers and the quality of industry counterparts to network with … was incomparable with other conferences I've participated in.”
  • “Finally, B2B gets the spotlight it's long deserved.”
  • “Our team gives it the highest rating – it’s the best B2B conference I’ve been to.”

  Receive the most discounted rate by purchasing a corporate package for multiple attendees!

ANA Client-Side Marketer and Platinum Tier members:

  • $2,699 for up to three members from the same company (attendees must be register after corporate package is purchased)

Marketing Solutions Provider Gold Tier members:

  • $2,899 for up to three members from the same company (attendees must register after corporate package is purchased)

Marketing Solutions Provider Silver Tier members:

  • $3,099 for up to three members from the same company (attendees must register after corporate package is purchased)


  • $3,699 for up to three members from the same company (attendees must register after corporate package is purchased)

Please note that no refunds of any kind are available for corporate packages and we cannot split payments between credit cards. Please click the orange "Buy Corporate Packages" button below to take advantage of this special rate. Platinum Tier members may purchase a maximum of 2 corporate packages. Marketing Solutions Provider Gold Tier members may purchase a maximum of 1 corporate package.


Start: Tuesday, May 12, 2020 at 1:00pm

End: Thursday, May 14, 2020 at 12:00pm


Fairmont Scottsdale Princess
7575 E Princess Dr.
Scottsdale, AZ 85255

The ANA has negotiated a special room rate of $319/night. To make your room reservation, please click here. You may also call the reservations department at (480) 585-4848 and reference the 2020 ANA Masters of B2B Marketing Conference. The cut-off date to obtain the ANA rate is Friday, April 17, 2020, after which prevailing rates apply. Please notify the hotel of any special needs that you may have.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $1,449 Platinum Tier $1,449 Gold Tier $1,495 Silver Tier $1,549 Individual $1,549 Nonmember $1,749
Single B2 Awards Dinner Only (One single ticket for the B2 Awards Gala Cocktail Reception and Dinner ONLY) Client-Side Tier $225 Platinum Tier $225 Gold Tier $225 Silver Tier $225 Individual $225 Nonmember $225
One Table - B2 Awards Gala (Table seats 10 people. Guest names will be required prior to event.) Client-Side Tier $4,500 Platinum Tier $4,500 Gold Tier $4,500 Silver Tier $4,500 Individual $4,500 Nonmember $4,500

ANA Client-Side Marketer and Platinum Tier members may take advantage of special corporate pricing of $2,699 & Marketing Solutions Provider Gold Tier members may take advantage of special corporate pricing of $2,899 & Marketing Solutions Provider Silver Tier members may take advantage of special corporate pricing of $3,099 & Nonmember may take advantage of special corporate pricing of $3,699 to purchase a corporate package for up to three members from the same company. Please note that no refunds of any kind are available for corporate packages, and we cannot split payments between credit cards. Please click the orange "Buy Corporate Packages" button below to take advantage of this special rate. Platinum Tier members may purchase a maximum of 2 corporate packages. Marketing Solutions Provider Gold Tier members may purchase a maximum of 1 corporate package. Please visit our website at https://www.ana.net/members/associatelist to see if your company is a Marketing Solutions Provider member and here at https://www.ana.net/members/list to see if your company is an ANA member.

For issues processing your registration or other frequently asked questions, please refer to this page.

Attendee lists are not provided ahead of the conference. You will receive a hard copy when you check in on-site, and it will also be made available on the ANA Events app once the conference has begun.


Tuesday, May 12, 2020
- 8:30pm
Registration Opens

- 5:00pm
Conference Kickoff


Heart vs. mind. Left brain vs. right. Human emotion vs. technology automation. Creativity in B2B is at a turning point – and pointing to the need for bigger, richer, better. In this session. Richard Hepworth, business unit president of engineering giant Trelleborg, and Tom Stein and Reuben Webb of global B2B agency Stein IAS, explore the intersection of B2B creativity and anthropology.

By delving more deeply into human behavior, Richard and his agency ‘Anthronauts’ created one of the most effective, highly awarded campaigns in recent years. In doing so, they developed a framework for applying the three most important levels of emotional value that, once decoded, lead to extraordinary creative experiences powered by the mind-bending digital technologies at our beck and call.

Richard Hepworth
Business Unit President Trelleborg Marine & Infrastructure
Tom Stein
Chairman and Chief Client Officer Stein IAS
Reuben Webb
Chief Creative and Values Officer Stein IAS


Establishing Value with Emotion: Doug Novack

Emotional connections with brands are key for B2B decision makers 

We prove emotional connections in B2B are stronger than those in B2C.

Why is this so?  Why are we so emotionally invested?  How does the media affect us generally?  The truth is humans are always battling emotional v. rational factors that go into decision making, and the same thing happens in B2B.

Key findings:

  • Emotional advertising lifts purchase intent throughout B2B buyer journey
  • Both emotional AND rational factors are key in specific phases of the journey

Delivering Digital Centric Experiences: Michelle Bandler

Digital Marketing, Experiences and Agile Marketing Organizations Are Critical To Support Buyers (And Make Money)

                                    Debut of new Google research that it is conducting with Forrester.

Enterprise buyers bring consumer purchasing expectations into the workplace; they want relevant information available at any time, with access to easy two-way communication when they need answers to specific questions. These expectations make digital essential to delivering an effective buying experience, regardless of whether transactions are ultimately completed online or offline. Unfortunately, most buyers remain unimpressed with current digital interactions, leaving firms that address this gap at a competitive advantage.

High performing companies increase topline revenue:

  1. Digitally centric experiences [self-service] on owned properties links to strong sales results
  2. Agility [de-siloing of sales and marketing] directly corresponds with high performing companies
  3. Full Funnel Media drives better sales goals [lead to buy ratio and quality sales]

Michelle Bandler
Managing Director of Tech B2B Google
Doug Novack
Managing Director of Business and Industrial Practice Google
- 7:30pm
B2 Awards Gala Reception

- 9:30pm
Hall of Fame and B2 Awards Dinner Gala  

Join your colleagues and invite your clients as we celebrate the best of B2B marketing at the annual B2 Awards!

Wednesday, May 13, 2020
- 4:30pm
Registration Opens

- 8:30am

- 12:20pm
General Sessions

- 10:10am


Bob Liodice
Bill Tucker
Group Executive Vice President ANA


Over the past few years, Intel Corporation has been transforming its business from a PC-centric to a data-centric company. As a world leader in the design and manufacturing of essential technologies that power the cloud and an increasingly smart, connected world, it is now positioned to serve a broader set of customers in an expanded market for silicon.

Hear first-hand from Karen Walker, Intel’s Senior Vice President and Chief Marketing Officer, about how she is building and strengthening Intel’s brand, supporting growth strategies, cultivating opportunities in new and existing markets, and increasing demand for Intel's products and solutions globally.

Karen Walker
Senior Vice President, Chief Marketing Officer Intel Corporation


From elevated customer expectations to pressure on driving growth and life-time value, today’s marketing leaders face new challenges. But with customers and ROI at the center of all decisions, it’s given the modern marketer a new opportunity – to lead. Join Valerie Beaulieu, U.S. CMO at Microsoft for an engaging discussion on her experience leading during Microsoft's digital transformation.

In this session, Valerie will discuss:

• ‘Thriving’, not just ‘surviving’ in today's connected world
• Marketing’s role in leading the digital transformation journey
• Finding opportunity in new challenges

Valerie Beaulieu
U.S. Chief Marketing Officer Microsoft
- 10:40am
Networking Coffee Break

- 12:00pm
General Session Cont.


The Bank of New York Mellon (BNY Mellon) is one of the world's largest global asset servicing companies and a leader in asset management and corporate trust and treasury services. As Chief Marketing Officer, Brenda Tsai drives a dynamic, client-focused marketing strategy across all of BNY Mellon globally, with a strong emphasis on expanding digital marketing expertise and using technology and research to connect with clients more effectively.

In this session, Brenda will share how traditional sales is changing – buying committees, solutions selling, non-linear purchase patterns. All of this elevates the role of B2B. No longer is there a linear path to purchase.
• It takes a higher level of IQ to understand new emerging personas and sales patterns
• It takes a higher level of EQ to influence and educate across the organization
• And it take marketing expertise to be able to leverage the right tools at the right time

Brenda Tsai
Chief Marketing Officer BNY Mellon


Committee Chairs of the ANA B2B Practice, Linda Brunner, Kellie Krug, and Kathy Seegebrecht are each marketing leaders within Business Marketing community as well as within their respective companies. In this first-ever working group session on growth in B2B, each will share their unique perspective on how they strive to see around the corner, to what’s next in marketing, how they prioritize, lead and grow in what at least one industry leader calls the “next white space” for marketers: B2B. How is B2B the same as B2C, and how is it different? And how are they each positioned for what many are anticipating will be strong economic headwinds in 2020?

Moderator: TBA
Linda Brunner
Vice President and Head of Digital Engagement Siemens Healthineers
Kellie Krug
Executive Vice President and Head of Global Wholesale/Enterprise Marketing Wells Fargo
Kathy Seegebrecht
Senior Vice President and Chief Marketing Officer UL
- 1:30pm


- 2:50pm
General Session Cont.


Edelman will share how Aetna and CVS Health are using advanced marketing techniques to engage many different stakeholders, especially employers and consumers, in building a reimagined health ecosystem that will drive better health outcomes at lower cost.  

Dave Edelman
Chief Marketing Officer Aetna


Incorporating “personalization” (the ANA’s 2019 Marketing Word of the Year) into his content strategy has made Danny Nail a legend among account-based marketing practitioners and Marketer of the Year at SAP, the market leader in enterprise application software. Learn how Nail developed SAP's world class Global ABM program enabling Sales to more successfully target strategic Enterprise accounts

Danny Nail
Global Head of Account-Based Marketing SAP
- 3:20pm
Networking Coffee Break

- 4:40pm
General Session Cont.


Rob Markey is a partner in Bain & Company’s New York office and a leader in the firm’s Customer Strategy & Marketing practice. He is an expert in customer and employee loyalty, new product development and customer service strategies, and the co-author of The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World, by Harvard Business Review Press, a New York Times and Wall Street Journal bestseller. Hear his thoughts on what B2B brands need to do to build loyalty.

Rob Markey
Partner Bain & Company
4:40pm Conference Day Two Adjourns and Dinner On Your Own

Thursday, May 14, 2020
- 12:00pm
Registration Opens

- 8:30am

- 12:00pm
General Sessions


Bill Tucker
Group Vice President ANA
Bill Zengel
Vice President ANA


“While CMOs typically come from a media or branding background, I've focused on performance-based marketing and owning P&Ls while leading businesses within businesses.” That’s Lynne Biggar’s philosophy. As Chief Marketing & Communications Officer at Visa, Biggar has always had a willingness to try new things and get outside of her comfort zone. This session will help you get inspired to set aggressive goals while finding new ways of getting there.

Lynne Biggar
Chief Marketing & Communications Officer Visa


Rishad Tobaccowala’s key skill is getting people to see, think and feel differently about how to grow themselves, their teams and their company. He does this through distilling 40 years of global learning and wisdom and communicating in a way that is provocative, pragmatic and inspirational.

Rishad is Chief Growth Officer and member of the Management Committee of Publicis Groupe, the world’s third largest communication firm with 80,000 employees. He was named by BusinessWeek as one of the top business leaders for his pioneering innovation and TIME magazine dubbed him one of five “Marketing Innovators.”

Rishad Tobaccowala
Chief Growth Officer Publicis Groupe


Brand building is more important than ever in the world of B2B and this presentation, based on fourteen years of proprietary empirical data, will provide you with the information and insight you need to share internally (and how to do so) with your peers in finance, operations and the C-suite. With your CEO concerned about Wall Street and the next quarter, the CFO about last, sales about today, how do you as marketers share the growth story we all intrinsically know BRAND brings, but struggles to prove? Brand spend is also often easy to cut in hard times because it doesn’t necessarily negatively affect head count.

This presentation shows how known brands investing in brand building efforts, over time, establish stronger brand equity with their customers, deliver superior returns for their shareholders AND are better insulated during times of economic hardship. This is important as shareholder value and return is one common metric everyone in the C-suite understands and shares interest in. This presentation comes to life in the form of compelling case studies and examples alongside an analysis of BrandZ's most valuable B2B brands, including a unique view among BOTH business customers AND everyday consumers. What are the similarities and differences in attitudes? What can B2B brands learn from the world of B2C, and, most importantly, what are the key associations needed to establish and influence strong relationships and unlock growth?

3 key takeaways

  • Brand building is an investment and not a cost
  • Achieving meaningful difference versus competitors is the gateway to growth
  • Five key elements drive meaningful difference for all brands — Purpose, Innovation, Communications, Brand Experience and Love

Martin Guerrieria
Global Head of Research, Brandz Kantar

More to Come!

12:00pm Conference Concludes

Cancellation Policy and Notes

Individual conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. 

  • A full refund will be granted, if written request for cancellation is received by email 10 or more calendar days before the conference start date, or conference fee may be credited to a future event.
  • Hotel room cancellations and changes must be made directly with the hotel. 

     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.