ANA B2B Industry Leadership Council

The ANA B2B Industry Leadership Council is an invitation‑only community of senior B2B marketing leaders focused on advancing how marketing value is defined, measured, and communicated. Building on insights from the ANA’s Confident B2B Marketer research, the Council brings together executives who are successfully demonstrating marketing’s contribution to business performance.

Through peer exchange and shared learning, the Council identifies what’s working in leading organizations — particularly how marketers articulate impact and credibility with CFOs and other business stakeholders — and translates those lessons into practical guidance that can be applied across the broader B2B marketing community.

The ANA B2B Industry Leadership Council is overseen by the following ANA staff:

• Dagmara Szulce, EVP
• David Blackburn, SVP
• Sonia David, VP

Why It Matters

B2B and B2B2C organizations are leaving significant brand and growth value untapped — often because marketing’s contribution is difficult to define, quantify, and communicate at the enterprise level. Despite playing a critical role in driving demand, trust, and long‑term growth, B2B marketing leaders continue to face complex challenges in demonstrating commercial impact amid long sales cycles, fragmented data, and heightened financial scrutiny.

At the same time, marketers are navigating a rapidly evolving landscape marked by shifting buyer behaviors, increased pressure to align with revenue and finance leaders, and a lack of shared maturity models to guide decision‑making. Solving these challenges requires senior‑level peer collaboration, practical frameworks, and a clearer set of standards that elevate marketing’s role as a true engine of growth within B2B organizations.

Areas of Focus

Interested in Joining?

If your brand is an ANA member and interested in joining the ANA B2B Industry Leadership Council, we welcome your participation. Council membership is open to the senior‑most leader or department head responsible for B2B marketing at ANA member brands.

The Council connects senior B2B leaders at a pivotal moment of change — marked by AI‑driven disruption, evolving buyer behaviors, and a rapidly shifting path to growth. Members gain access to a trusted, human‑powered peer community where leaders can exchange perspectives, pressure‑test ideas, and stay ahead of forces reshaping B2B marketing and commercial strategy.

Designed for senior leaders just below the CMO level, the Council brings together executives who translate vision into action — aligning strategy to execution and unlocking greater business value in the process. As active contributors, members help inform the direction of ANA B2B initiatives and industry thinking, while gaining clearer insight into how to drive growth, communicate value, and perform at the next level of leadership.

To learn more or get involved, please contact the ANA B2B Practice.