2023 ANA B2B Marketing Conference

TIME	EVENT DETAILS	LOCATION
Monday, December 4, 2023
10:25am - 10:30am	COUNTDOWN TO GENERAL SESSION	Main Stage (Virtual)
10:30am - 10:32am	WELCOME REMARKS Bill Zengel SVP, Business Marketing ANA	Main Stage (Virtual)
10:32am - 10:51am	RISING TO THE CHALLENGE: MASTERING B2B MARKETING REALITIES In this thought-provoking keynote session, Dean Aragon, CEO & Vice-Chairman - Shell Brands International AG, gets to the heart of B2B marketing’s challenges and opportunities. He’ll peel back the layers to examine key questions that are fundamental to B2B marketing: Do businesses and brands genuinely understand their customers? What can marketers do to address the ongoing threat of commoditization in today’s uncertain economy? How can marketers design initiatives that really connect on a human level? You’ll get a fresh perspective on today’s challenges, along with valuable insights that can help drive business growth and success in the year ahead. Dean Aragon CEO & Vice-Chairman - Shell Brands International AG Shell View Event Recap and Related Materials	Main Stage (Virtual)
10:51am - 11:18am	HOW CO-CREATION CAN DRIVE GROWTH, DELIGHT CONSUMERS, AND BENEFIT OUR PLANET As Global Head of Brands, Agencies, and Sustainability Innovation, Jose "Pepe" Gorbea humanizes digital packaging technology by educating and inspiring brands with a human-centric communication framework around personalization and sustainability storytelling which empowers marketers to innovate, drive penetration, build distinctive assets and grow ROI via co-creation. Jose "Pepe" Gorbea Global Head of Brands, Agencies, and Sustainability Innovation HP, Inc. View Video	Main Stage (Virtual)
11:18am - 11:40am	DELIVERING BETTER B2B BUYING EXPERIENCES There is a large opportunity to win the hearts and dollars of B2B buyers. However, new research suggests that B2B buyers are seeking more from vendors and the path to purchase is becoming increasingly complex. This presentation will explore the many opportunities marketers have to influence buyers as they discover brands, offer compelling product information and the importance of vendors remaining connected to buyers post-purchase. By the end of this presentation, you'll have a clearer understanding of how to navigate the complexities of the B2B buyer journey, and how to use this knowledge to make more informed marketing decisions that drive business growth. Doug Novack Managing Director, Business and Industrial Markets (B2B) Practice Google View Event Recap and Related Materials	Main Stage (Virtual)
11:40am - 12:09pm	THE SUSTAINABILITY GAP: GREENWASHING VS. GREENHUSING Ever wondered about the financial implications linked to sustainability perceptions for top global B2B brands? Join us to uncover the astonishing truth: millions of dollars hang in the balance for the world's largest B2B brands if sustainability perceptions stray from their actual performance. We'll dive deep into the intriguing paradox of greenwashing, where brands tiptoe on a tightrope, risking the overstatement of sustainability claims while preserving consumer trust. Additionally, we'll explore the lesser-known concept of greenhushing, where brands potentially hide their commendable sustainability efforts. All of this is designed to unravel the multifaceted world of sustainability and provide you with actionable strategies to flourish in this ever-evolving landscape. Alfred DuPuy Valuation & Strategy Director Brand Finance Laurence Newell Managing Director Brand Finance View Event Recap and Related Materials	Main Stage (Virtual)
12:09pm - 12:19pm	LUNCH BREAK	Main Stage (Virtual)
12:19pm - 12:54pm	CULTIVATING TALENT BY BLENDING TECHNOLOGY, SKILLS, AND THE HUMAN TOUCH In this session, Mauricio Ferreira will talk about the inflection point we are with the exponential growth of GenAI, the evolution of B2B marketing and the everlasting need to build meaningful human connections. As active board member at CMO Growth council participating on the development of the Marketing Competence Framework, we will discuss the ongoing evolution of our roles as a marketeer at the same time reflect on brand, technology and AI that should be centered on customer experiences throughout the journey. Along those lines, it will help to demystify the role of GenAI that and show how it should not replace but augment our human touch. Mauricio Ferreira Business Applications General Director for Latin America & Caribbean Microsoft View Event Recap and Related Materials	Main Stage (Virtual)
12:54pm - 1:20pm	WOMEN IN B2B MARKETING: INCLUSIVE MARKETING AND UNPACKING THAT BARBIE MONOLOGUE The evolution of B2B buying behavior, marked by 1) rising expectations that companies be good employers and corporate citizens and 2) a demand for personalization, underscores the increasing importance of incorporating inclusivity into your marketing strategies. In this session, our panel of marketing experts will share practical insights and strategies for embracing diversity, promoting authenticity, and fostering inclusivity in marketing campaigns. They will also delve into key takeaways from that iconic Barbie speech, discussing its implications for brands, advertisers, and marketers. Moderator: Ann Marie Gothard Vice President, Global Corporate Media Relations Henry Schein Roopa Maniktala Marketing Program Director, Field Marketing IBM Lynn Teo CMO Northwestern Mutual View Video	Main Stage (Virtual)
1:20pm - 1:30pm	COFFEE BREAK	Main Stage (Virtual)
1:30pm - 2:12pm	B2B EXPERIENCE & LOYALTY FUTURES: THE VIEW FROM 2030 A debut of Merkle’s newest research, analyzing major technological, economic, and cultural shifts to forecast what will matter to brands and consumers in 2030. How will AI have matured and impacted industry? What changes can we anticipate from supply chain to product development through digital business models and customer experience? Holden Bale Global Head of Experience & Commerce Merkle View Event Recap and Related Materials	Main Stage (Virtual)
2:12pm - 2:51pm	THE FUTURE INTERSECTION OF B2B MARKETING AND REVENUE GROWTH: A DISCUSSION ON THE KEY MARKETING DETERMINANTS OF B2B BUSINESS GROWTH IN 2024 As we head into 2024, how can B2B marketers best position their brands, solutions and value prop for success and business impact in a time when profitability and ROI matters more than ever? In this NBCUniversal-hosted discussion, we will highlight which marketing approaches and dynamics are expected to be the most effective in driving B2B growth, from adopting a more customer-centric mindset, the evolving role of marketing leaders, and maintaining a strong brand in an increasingly ROI-driven marketplace. Gina Reduto SVP Client Strategy NBCUniversal Kristin Gower Global President of B2B EssenceMediacom Lou Cohen Director of Digital Marketing & Demand Generation, Americas Ernest & Young LLP (EY) View Event Recap and Related Materials	Main Stage (Virtual)
2:51pm - 3:23pm	THE 8 TENETS OF NEXT-LEVEL ABM (IRL) ABM has been a rising star in recent years, and for good reason—it works. But what sets great ABM apart? Up your game across the 8 tenets of next-level ABM. Join Meredith Fuller, Managing Director of Demand Strategy at top-ranking B2B demand marketing agency Quarry, as she unpacks how to take the foundational principles of ABM to the next level using real-life B2B campaign examples. Attend this session to: • Understand what levers are important to pull to drive maximum ABM success • Unpack real-life examples of award-winning ABM plays for leading B2B brands, including the winning ANA Global ACE Award ABM Campaign of 2023, ‘Buckle up with Bitrise’ • See how to personalize content and media experiences at scale • Get a glimpse into what’s ahead for ABM in 2024 Meredith Fuller Managing Director, Demand Strategy Quarry View Event Recap and Related Materials	Main Stage (Virtual)
3:23pm - 3:59pm	THE SUCCESS OF ABM STRATEGIES: A 3RD PARTY'S INSIDER VIEW TO ACCOUNT-BASED MARKETING In the evolving landscape of B2B marketing, Account-Based Marketing (ABM) has long emerged as a go-to strategy for targeting high-value accounts and driving personalized engagements. Anteriad’s unique role as both a marketing data provider and strategy execution arm bring an insider’s view into best practices for ABM teams. Join us for an engaging exchange of ideas, as we discuss results-driven strategies that work in the real world. Whether you are a marketer seeking to enhance your ABM approach or a business leader looking to leverage ABM for targeted growth, this discussion provides insights that can transform your marketing endeavors. Key takeaways from the session: Learn how to incorporate 1st and 3rd party data into your ABM strategy. Re-think the construction of your ABM list – what personas are you missing from your target audience? How to win over your sales team and align efforts Easy multi-channel strategies that you can execute today Chris Blohm Senior Vice President, Performance Marketing Anteriad Timothy Wiles Director, Performance Marketing Anteriad View Event Recap	Main Stage (Virtual)
3:59pm - 4:04pm	CLOSING REMARKS Bill Zengel SVP, Business Marketing ANA	Main Stage (Virtual)
Tuesday, December 5, 2023
10:25am - 10:30am	COUNTDOWN TO GENERAL SESSION	Main Stage (Virtual)
10:30am - 10:32am	WELCOME REMARKS Sonia David Vice President, Business Marketing Practice ANA	Main Stage (Virtual)
10:32am - 11:07am	THE EXPERIENCE MINDSET Tiffani Bova is the former global growth and innovation evangelist at Salesforce and the author of the WSJ bestselling book The Experience Mindset: Changing the Way You Think About Growth. At a time when companies are focused on digital transformation, many leaders forget to consider the impact this change has on employees. The Experience Mindset offers a brilliant framework for maximizing performance improvement for both customers and internal stakeholders alike. Tiffani Bova Global Growth Evangelist Formerly of Salesforce View Event Recap and Related Materials	Main Stage (Virtual)
11:07am - 11:41am	GEOBLUE'S MODERN MARKETING TRANSFORMATION: RESHAPING STRATEGIES AND TEAMS FOR SUCCESS Join Lynn Pina, CMO at GeoBlue, as she shares the incredible transformation of her marketing team. Pina's strategic vision empowered her team to shift from tactical thinking to a strategic mindset. In this session, she'll reveal stories and lessons that shaped their journey, offering a roadmap for organizations looking to infuse their marketing with a personal touch and achieve exceptional strategic excellence. Lynn will also discuss how her team grew from 5 to 20, reimagining the Marketing function in a small, growing company. If you're striving to build a powerful marketing team and redefine its strategic role, this session is a must-attend. Key Takeaways: Unleash your marketing team's strategic potential. Gain insights from Lynn Pina's transformative experience. Discover the roadmap to infuse personalization and strategic excellence into your marketing. Witness the evolution of a small team into a dynamic marketing force. Learn how to redefine Marketing's role as a strategic growth driver. Lynn Pina CMO GeoBlue View Event Recap and Related Materials	Main Stage (Virtual)
11:41am - 12:15pm	LANDING THE CUSTOMER BRAND PROMISE What can today’s customer experience marketer learn from airline pilot Captain "Sully" Sullenberger, best known for his “Miracle on the Hudson” airplane landing in 2019? In this session, one of the ANA’s most popular speakers and B2B Institute Founder Jann Schwarz will challenge you to think about the power of clear decision making, how it helps you approach your brand differently, and what it promises to your customer. He will introduce a new mental model for how to think about the value of brand advertising in driving long term business value. Jann Schwarz Founder The B2B Institute, LinkedIn View Event Recap and Related Materials	Main Stage (Virtual)
12:15pm - 12:54pm	CRAFTING CUSTOMER CONNECTIONS: HOW THE LONDON STOCK EXCHANGE GROUP GETS CLOSER TO CUSTOMERS THROUGH AWARD-WINNING ABM Maximizing account retention, growth, and trust. That's the name of the game when it comes to successful Account-Based Marketing (ABM). But to do so effectively, you need to apply key principles that will differentiate your customer's experience and elevate your brand. The London Stock Exchange Group (LSEG) achieved exactly this. Join us for an enlightening session from winner of Forrester's 'ABM Program of the Year' Nicola McDade, Global Marketing Director at the London Stock Exchange Group (LSEG). In this session you'll get exclusive access to the program, as well as tips to enrich your own ABM strategies. Alongside their partner, Twogether, B2B Marketing Agency of the Year, you'll uncover the 3 C's to success: • Customer Insights: How to utilize customer insights to ensure you retain and grow customer relationships. • Creativity: How to apply your brand and utilize creativity to build customer connections. • Connections: How to partner with strategic teams, to be seen as strategic partners. Nicola McDade Global Marketing Director, Account-Based Marketing London Stock Exchange Group Minaz Tejani Executive Client Director Twogether View Event Recap	Main Stage (Virtual)
12:54pm - 1:04pm	LUNCH BREAK	Main Stage (Virtual)
1:04pm - 1:29pm	HOW ADOBE GETS TO THE HEART OF A.I. Hear from Adweek's 2023 B2B Innovation Award Winner Heather Freeland, Chief Brand Officer at Adobe. Recognized as Visionary of the Year, Freeland rebuilt Adobe's B2B Marketing, matching AI's innovative pace while finding a human message. Heather Freeland Chief Brand Officer Adobe Moderator: Michael Berberich Senior Director, Content ANA View Event Recap and Related Materials	Main Stage (Virtual)
1:29pm - 1:59pm	WHEN B2B AND B2C COLLIDE: BEST PRACTICES IN B2B2C MARKETING Marketers often view their work through the lens of strictly B2B or B2C. But as the digital landscape evolves, it is more important than ever to know what motivates and influences our strategic value targets’ purchase decisions and identify opportunities to turn those shopper insights into action. Even for traditional B2B companies, this may mean exploring new B2B2C or B2C GTM strategies including marketing to end consumers, even if they aren’t directly transacting with them. In this session, Jennifer Renaud, Chief Marketing Officer at Masonite, will share her learnings as a B2B2C marketing professional in industries as diverse as medical device, high tech and building products, who specializes in helping B2B companies with indirect sales models develop and execute consumer marketing programs. She will discuss her experience leading Masonite’s first B2C marketing campaigns, which took this 100-year-old company out of its B2B comfort zone and utilized customer insights to market directly to homeowners. She will share her advice on how to support a traditional B2B GTM strategy by identifying key places in the buyer’s journey where a marketer can influence the end consumer. Jennifer Renaud Chief Marketing Officer Masonite View Event Recap and Related Materials	Main Stage (Virtual)
1:59pm - 2:08pm	COFFEE BREAK	Main Stage (Virtual)
2:08pm - 2:35pm	CREATIVITY IN B2B: WE NEED TO TALK ABOUT IT Is creativity the elephant in the B2B boardroom? As a matter of fact, it may be the least utilized strategic asset and competitive advantage to improve marketing effectiveness and drive growth. And it’s up to B2B marketers to raise the stakes. During this session, Tom Stein and Reuben Webb, two of the leaders at ANA Agency of the Year Stein IAS, will address the state of creativity in B2B and help equip the audience with tools to elevate the conversation from subjective personal debates to objective business cases. What you’ll see and learn: 1. The roadmap to take creativity from a tactical to a strategic asset 2. Examples of B2B creativity at its effective best 3. A methodology for developing B2B creative ideas that climb the effectiveness ladder Tom Stein Chairman and Chief Brand Officer Stein IAS Reuben Webb Co-Chief Creative Officer Stein IAS View Event Recap and Related Materials	Main Stage (Virtual)
2:35pm - 3:06pm	MORE THAN A BRAND: THE CARHARTT COMPANY GEAR STORY Despite strong brand awareness among consumers, the awareness of Carhartt's workwear for businesses products was low. Learn how customer insights helped unlock the right strategy for B2B success, creating the "More Than a Uniform" platform which positioned Carhartt as not just a workwear provider, but also a product that provides a competitive business advantage. Kendra Lewinski Senior Marketing Manager, Marketing Lead Carhartt Company Stephanie Crockett President and Chief Executive Officer Mower Angela Duerr Senior Account Director Mower View Event Recap	Main Stage (Virtual)
3:06pm - 3:44pm	HOW TO NOT DROWN IN THE SEA OF SAMENESS, PART 2 Explore the initial insights from Future Commerce's annual VISIONS 2023 survey and report. Learn about some of the key themes that will shape the year ahead. Reflecting on the lessons of the previous report, we learned about not drowning in the sea of sameness by standing out through exceptional selling and delivering quality products. Phillip Jackson Co-Founder Future Commerce View Video	Main Stage (Virtual)
3:44pm - 3:49pm	CLOSING REMARKS Sonia David Vice President, Business Marketing Practice ANA	Main Stage (Virtual)

10:25am
- 10:30am

COUNTDOWN TO GENERAL SESSION

Main Stage (Virtual)

10:30am
- 10:32am

WELCOME REMARKS

Bill Zengel: SVP, Business Marketing ANA

Main Stage (Virtual)

10:32am
- 10:51am

RISING TO THE CHALLENGE: MASTERING B2B MARKETING REALITIES

In this thought-provoking keynote session, Dean Aragon, CEO & Vice-Chairman - Shell Brands International AG, gets to the heart of B2B marketing’s challenges and opportunities. He’ll peel back the layers to examine key questions that are fundamental to B2B marketing: Do businesses and brands genuinely understand their customers? What can marketers do to address the ongoing threat of commoditization in today’s uncertain economy? How can marketers design initiatives that really connect on a human level? You’ll get a fresh perspective on today’s challenges, along with valuable insights that can help drive business growth and success in the year ahead.

Dean Aragon: CEO & Vice-Chairman - Shell Brands International AG Shell

View Event Recap and Related Materials

Main Stage (Virtual)

10:51am
- 11:18am

HOW CO-CREATION CAN DRIVE GROWTH, DELIGHT CONSUMERS, AND BENEFIT OUR PLANET

As Global Head of Brands, Agencies, and Sustainability Innovation, Jose "Pepe" Gorbea humanizes digital packaging technology by educating and inspiring brands with a human-centric communication framework around personalization and sustainability storytelling which empowers marketers to innovate, drive penetration, build distinctive assets and grow ROI via co-creation.

Jose "Pepe" Gorbea: Global Head of Brands, Agencies, and Sustainability Innovation HP, Inc.

View Video

Main Stage (Virtual)

11:18am
- 11:40am

DELIVERING BETTER B2B BUYING EXPERIENCES

There is a large opportunity to win the hearts and dollars of B2B buyers. However, new research suggests that B2B buyers are seeking more from vendors and the path to purchase is becoming increasingly complex. This presentation will explore the many opportunities marketers have to influence buyers as they discover brands, offer compelling product information and the importance of vendors remaining connected to buyers post-purchase. By the end of this presentation, you'll have a clearer understanding of how to navigate the complexities of the B2B buyer journey, and how to use this knowledge to make more informed marketing decisions that drive business growth.

Doug Novack: Managing Director, Business and Industrial Markets (B2B) Practice Google

View Event Recap and Related Materials

Main Stage (Virtual)

11:40am
- 12:09pm

THE SUSTAINABILITY GAP: GREENWASHING VS. GREENHUSING

Ever wondered about the financial implications linked to sustainability perceptions for top global B2B brands? Join us to uncover the astonishing truth: millions of dollars hang in the balance for the world's largest B2B brands if sustainability perceptions stray from their actual performance. We'll dive deep into the intriguing paradox of greenwashing, where brands tiptoe on a tightrope, risking the overstatement of sustainability claims while preserving consumer trust. Additionally, we'll explore the lesser-known concept of greenhushing, where brands potentially hide their commendable sustainability efforts. All of this is designed to unravel the multifaceted world of sustainability and provide you with actionable strategies to flourish in this ever-evolving landscape.

Alfred DuPuy: Valuation & Strategy Director Brand Finance

Laurence Newell

Managing Director Brand Finance

View Event Recap and Related Materials

Main Stage (Virtual)

12:09pm
- 12:19pm

LUNCH BREAK

Main Stage (Virtual)

12:19pm
- 12:54pm

CULTIVATING TALENT BY BLENDING TECHNOLOGY, SKILLS, AND THE HUMAN TOUCH

In this session, Mauricio Ferreira will talk about the inflection point we are with the exponential growth of GenAI, the evolution of B2B marketing and the everlasting need to build meaningful human connections.

As active board member at CMO Growth council participating on the development of the Marketing Competence Framework, we will discuss the ongoing evolution of our roles as a marketeer at the same time reflect on brand, technology and AI that should be centered on customer experiences throughout the journey. Along those lines, it will help to demystify the role of GenAI that and show how it should not replace but augment our human touch.

Mauricio Ferreira: Business Applications General Director for Latin America & Caribbean Microsoft

View Event Recap and Related Materials

Main Stage (Virtual)

12:54pm
- 1:20pm

WOMEN IN B2B MARKETING: INCLUSIVE MARKETING AND UNPACKING THAT BARBIE MONOLOGUE

The evolution of B2B buying behavior, marked by 1) rising expectations that companies be good employers and corporate citizens and 2) a demand for personalization, underscores the increasing importance of incorporating inclusivity into your marketing strategies. In this session, our panel of marketing experts will share practical insights and strategies for embracing diversity, promoting authenticity, and fostering inclusivity in marketing campaigns. They will also delve into key takeaways from that iconic Barbie speech, discussing its implications for brands, advertisers, and marketers.

Moderator: Ann Marie Gothard: Vice President, Global Corporate Media Relations Henry Schein

Roopa Maniktala

Marketing Program Director, Field Marketing IBM

Lynn Teo

CMO Northwestern Mutual

View Video

Main Stage (Virtual)

1:20pm
- 1:30pm

COFFEE BREAK

Main Stage (Virtual)

1:30pm
- 2:12pm

B2B EXPERIENCE & LOYALTY FUTURES: THE VIEW FROM 2030

A debut of Merkle’s newest research, analyzing major technological, economic, and cultural shifts to forecast what will matter to brands and consumers in 2030. How will AI have matured and impacted industry? What changes can we anticipate from supply chain to product development through digital business models and customer experience?

Holden Bale: Global Head of Experience & Commerce Merkle

View Event Recap and Related Materials

Main Stage (Virtual)

2:12pm
- 2:51pm

THE FUTURE INTERSECTION OF B2B MARKETING AND REVENUE GROWTH: A DISCUSSION ON THE KEY MARKETING DETERMINANTS OF B2B BUSINESS GROWTH IN 2024

As we head into 2024, how can B2B marketers best position their brands, solutions and value prop for success and business impact in a time when profitability and ROI matters more than ever? In this NBCUniversal-hosted discussion, we will highlight which marketing approaches and dynamics are expected to be the most effective in driving B2B growth, from adopting a more customer-centric mindset, the evolving role of marketing leaders, and maintaining a strong brand in an increasingly ROI-driven marketplace.

Gina Reduto: SVP Client Strategy NBCUniversal

Kristin Gower

Global President of B2B EssenceMediacom

Lou Cohen

Director of Digital Marketing & Demand Generation, Americas Ernest & Young LLP (EY)

View Event Recap and Related Materials

Main Stage (Virtual)

2:51pm
- 3:23pm

THE 8 TENETS OF NEXT-LEVEL ABM (IRL)

ABM has been a rising star in recent years, and for good reason—it works. But what sets great ABM apart? Up your game across the 8 tenets of next-level ABM.

Join Meredith Fuller, Managing Director of Demand Strategy at top-ranking B2B demand marketing agency Quarry, as she unpacks how to take the foundational principles of ABM to the next level using real-life B2B campaign examples.

Attend this session to:
• Understand what levers are important to pull to drive maximum ABM success
• Unpack real-life examples of award-winning ABM plays for leading B2B brands, including the winning ANA Global ACE Award ABM Campaign of 2023, ‘Buckle up with Bitrise’
• See how to personalize content and media experiences at scale
• Get a glimpse into what’s ahead for ABM in 2024

Meredith Fuller: Managing Director, Demand Strategy Quarry

View Event Recap and Related Materials

Main Stage (Virtual)

3:23pm
- 3:59pm

THE SUCCESS OF ABM STRATEGIES: A 3RD PARTY'S INSIDER VIEW TO ACCOUNT-BASED MARKETING

In the evolving landscape of B2B marketing, Account-Based Marketing (ABM) has long emerged as a go-to strategy for targeting high-value accounts and driving personalized engagements.
Anteriad’s unique role as both a marketing data provider and strategy execution arm bring an insider’s view into best practices for ABM teams.

Join us for an engaging exchange of ideas, as we discuss results-driven strategies that work in the real world. Whether you are a marketer seeking to enhance your ABM approach or a business leader looking to leverage ABM for targeted growth, this discussion provides insights that can transform your marketing endeavors.

Key takeaways from the session:

Learn how to incorporate 1st and 3rd party data into your ABM strategy.
Re-think the construction of your ABM list – what personas are you missing from your target audience?
How to win over your sales team and align efforts
Easy multi-channel strategies that you can execute today

Chris Blohm: Senior Vice President, Performance Marketing Anteriad

Timothy Wiles

Director, Performance Marketing Anteriad

View Event Recap

Main Stage (Virtual)

3:59pm
- 4:04pm

CLOSING REMARKS

Bill Zengel: SVP, Business Marketing ANA

Main Stage (Virtual)

10:25am
- 10:30am

COUNTDOWN TO GENERAL SESSION

Main Stage (Virtual)

10:30am
- 10:32am

WELCOME REMARKS

Sonia David: Vice President, Business Marketing Practice ANA

Main Stage (Virtual)

10:32am
- 11:07am

THE EXPERIENCE MINDSET

Tiffani Bova is the former global growth and innovation evangelist at Salesforce and the author of the WSJ bestselling book The Experience Mindset: Changing the Way You Think About Growth. At a time when companies are focused on digital transformation, many leaders forget to consider the impact this change has on employees. The Experience Mindset offers a brilliant framework for maximizing performance improvement for both customers and internal stakeholders alike.

Tiffani Bova: Global Growth Evangelist Formerly of Salesforce

View Event Recap and Related Materials

Main Stage (Virtual)

11:07am
- 11:41am

GEOBLUE'S MODERN MARKETING TRANSFORMATION: RESHAPING STRATEGIES AND TEAMS FOR SUCCESS

Join Lynn Pina, CMO at GeoBlue, as she shares the incredible transformation of her marketing team. Pina's strategic vision empowered her team to shift from tactical thinking to a strategic mindset. In this session, she'll reveal stories and lessons that shaped their journey, offering a roadmap for organizations looking to infuse their marketing with a personal touch and achieve exceptional strategic excellence. Lynn will also discuss how her team grew from 5 to 20, reimagining the Marketing function in a small, growing company. If you're striving to build a powerful marketing team and redefine its strategic role, this session is a must-attend.

Key Takeaways:

Unleash your marketing team's strategic potential.
Gain insights from Lynn Pina's transformative experience.
Discover the roadmap to infuse personalization and strategic excellence into your marketing.
Witness the evolution of a small team into a dynamic marketing force.

Learn how to redefine Marketing's role as a strategic growth driver.

Lynn Pina: CMO GeoBlue

View Event Recap and Related Materials

Main Stage (Virtual)

11:41am
- 12:15pm

LANDING THE CUSTOMER BRAND PROMISE

What can today’s customer experience marketer learn from airline pilot Captain "Sully" Sullenberger, best known for his “Miracle on the Hudson” airplane landing in 2019? In this session, one of the ANA’s most popular speakers and B2B Institute Founder Jann Schwarz will challenge you to think about the power of clear decision making, how it helps you approach your brand differently, and what it promises to your customer. He will introduce a new mental model for how to think about the value of brand advertising in driving long term business value.

Jann Schwarz: Founder The B2B Institute, LinkedIn

View Event Recap and Related Materials

Main Stage (Virtual)

12:15pm
- 12:54pm

CRAFTING CUSTOMER CONNECTIONS: HOW THE LONDON STOCK EXCHANGE GROUP GETS CLOSER TO CUSTOMERS THROUGH AWARD-WINNING ABM

Maximizing account retention, growth, and trust. That's the name of the game when it comes to successful Account-Based Marketing (ABM). But to do so effectively, you need to apply key principles that will differentiate your customer's experience and elevate your brand.

The London Stock Exchange Group (LSEG) achieved exactly this.

Join us for an enlightening session from winner of Forrester's 'ABM Program of the Year' Nicola McDade, Global Marketing Director at the London Stock Exchange Group (LSEG).

In this session you'll get exclusive access to the program, as well as tips to enrich your own ABM strategies. Alongside their partner, Twogether, B2B Marketing Agency of the Year, you'll uncover the 3 C's to success:

• Customer Insights: How to utilize customer insights to ensure you retain and grow customer relationships.
• Creativity: How to apply your brand and utilize creativity to build customer connections.
• Connections: How to partner with strategic teams, to be seen as strategic partners.

Nicola McDade: Global Marketing Director, Account-Based Marketing London Stock Exchange Group

Minaz Tejani

Executive Client Director Twogether

View Event Recap

Main Stage (Virtual)

12:54pm
- 1:04pm

LUNCH BREAK

Main Stage (Virtual)

1:04pm
- 1:29pm

HOW ADOBE GETS TO THE HEART OF A.I.

Hear from Adweek's 2023 B2B Innovation Award Winner Heather Freeland, Chief Brand Officer at Adobe. Recognized as Visionary of the Year, Freeland rebuilt Adobe's B2B Marketing, matching AI's innovative pace while finding a human message.

Heather Freeland: Chief Brand Officer Adobe

Moderator: Michael Berberich

Senior Director, Content ANA

View Event Recap and Related Materials

Main Stage (Virtual)

1:29pm
- 1:59pm

WHEN B2B AND B2C COLLIDE: BEST PRACTICES IN B2B2C MARKETING

Marketers often view their work through the lens of strictly B2B or B2C. But as the digital landscape evolves, it is more important than ever to know what motivates and influences our strategic value targets’ purchase decisions and identify opportunities to turn those shopper insights into action. Even for traditional B2B companies, this may mean exploring new B2B2C or B2C GTM strategies including marketing to end consumers, even if they aren’t directly transacting with them.

In this session, Jennifer Renaud, Chief Marketing Officer at Masonite, will share her learnings as a B2B2C marketing professional in industries as diverse as medical device, high tech and building products, who specializes in helping B2B companies with indirect sales models develop and execute consumer marketing programs. She will discuss her experience leading Masonite’s first B2C marketing campaigns, which took this 100-year-old company out of its B2B comfort zone and utilized customer insights to market directly to homeowners. She will share her advice on how to support a traditional B2B GTM strategy by identifying key places in the buyer’s journey where a marketer can influence the end consumer.

Jennifer Renaud: Chief Marketing Officer Masonite

View Event Recap and Related Materials

Main Stage (Virtual)

1:59pm
- 2:08pm

COFFEE BREAK

Main Stage (Virtual)

2:08pm
- 2:35pm

CREATIVITY IN B2B: WE NEED TO TALK ABOUT IT

Is creativity the elephant in the B2B boardroom? As a matter of fact, it may be the least utilized strategic asset and competitive advantage to improve marketing effectiveness and drive growth. And it’s up to B2B marketers to raise the stakes. During this session, Tom Stein and Reuben Webb, two of the leaders at ANA Agency of the Year Stein IAS, will address the state of creativity in B2B and help equip the audience with tools to elevate the conversation from subjective personal debates to objective business cases.

What you’ll see and learn:
1. The roadmap to take creativity from a tactical to a strategic asset
2. Examples of B2B creativity at its effective best
3. A methodology for developing B2B creative ideas that climb the effectiveness ladder

Tom Stein: Chairman and Chief Brand Officer Stein IAS

Reuben Webb

Co-Chief Creative Officer Stein IAS

View Event Recap and Related Materials

Main Stage (Virtual)

2:35pm
- 3:06pm

MORE THAN A BRAND: THE CARHARTT COMPANY GEAR STORY

Despite strong brand awareness among consumers, the awareness of Carhartt's workwear for businesses products was low. Learn how customer insights helped unlock the right strategy for B2B success, creating the "More Than a Uniform" platform which positioned Carhartt as not just a workwear provider, but also a product that provides a competitive business advantage.

Kendra Lewinski: Senior Marketing Manager, Marketing Lead Carhartt Company

Stephanie Crockett

President and Chief Executive Officer Mower

Angela Duerr

Senior Account Director Mower

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Main Stage (Virtual)

3:06pm
- 3:44pm

HOW TO NOT DROWN IN THE SEA OF SAMENESS, PART 2

Explore the initial insights from Future Commerce's annual VISIONS 2023 survey and report. Learn about some of the key themes that will shape the year ahead. Reflecting on the lessons of the previous report, we learned about not drowning in the sea of sameness by standing out through exceptional selling and delivering quality products.

Phillip Jackson: Co-Founder Future Commerce

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Main Stage (Virtual)

3:44pm
- 3:49pm

CLOSING REMARKS

Sonia David: Vice President, Business Marketing Practice ANA

Main Stage (Virtual)