2024 ANA Masters of B2B Marketing Conference | Events & Webinars | ANA

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About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Awards Gala  |  Related Content  |  Pricing  |  Registration

Conference Agenda

All sessions listed below are in Eastern Time (ET).
Please note the conference agenda, including speakers, is subject to change.

TIME EVENT DETAILS LOCATION
Wednesday, June 12, 2024
1:00pm
- 6:30pm
REGISTRATION OPEN

Ritz-Carlton Foyer (IN-PERSON ONLY)
2:00pm
- 2:10pm

WELCOME REMARKS

Sonia David
Vice President, Business Marketing Practice ANA
Vanderbilt Ballroom (IN-PERSON ONLY)
2:10pm
- 3:20pm

B2B MASTERCLASS 1 - AI STRATEGY LAB: NAVIGATING THE B2B LANDSCAPE

Delve into actionable strategies and hands-on exercises that will equip you with the tools needed to thrive in an AI-driven marketing landscape.

Led by a seasoned marketing professional, this workshop is your ticket to unlocking the full potential of AI. Through a series of interactive exercises, you’ll learn how to harness data insights to optimizing processes for maximum efficiency.

Then, you’ll explore six scenarios tailored to the marketing landscape, each designed to help you stay ahead of the curve.

David Edelman
Senior Lecturer of Business Administration Harvard Business School Former CMO at Aetna, a CVS Health Company
Vanderbilt Ballroom (IN-PERSON ONLY)
3:20pm
- 3:40pm
COFFEE BREAK

Ritz-Carlton Foyer (IN-PERSON ONLY)
3:40pm
- 4:50pm

B2B MASTERCLASS 2 - BRAND TO DEMAND

It’s well known that brand and acquisition marketing running together is 6x more effective than acquisition campaigns running alone. The challenge lies in effectively merging these two facets of marketing.

In this workshop, we share best practices and strategies for achieving synergy between brand and demand marketing and help you develop actionable plans to implement integrated brand/demand marketing initiatives within your organization.

Kate Rodgers
Global Brand Media Director GE Healthcare
Marc Keating
Chief Innovation Officer Stein IAS
Vanderbilt Ballroom (IN-PERSON ONLY)
5:00pm
- 6:00pm
RECEPTION

Vanderbilt Courtyard (IN-PERSON ONLY)
Thursday, June 13, 2024
7:00am
- 7:00pm
REGISTRATION

Ritz-Carlton Foyer (IN-PERSON ONLY)
7:30am
- 8:30am
BREAKFAST

Vanderbilt Ballroom (IN-PERSON ONLY)
8:30am
- 9:00am

OPENING REMARKS

Bob Liodice
CEO ANA
Ritz-Carlton Ballroom (HYBRID)
9:00am
- 9:05am

PRESENTING SPONSOR OPENING REMARKS

Lisha Perez
Partnership Lead, The B2B Institute LinkedIn
Ritz-Carlton Ballroom (HYBRID)
9:05am
- 9:10am

HOUSEKEEPING & INTRODUCTION

Bill Zengel
Senior Vice President, Business Marketing ANA
Ritz-Carlton Ballroom (HYBRID)
9:10am
- 9:45am

OPERATING LIKE A MODERN MARKETER

In this session, Lynn Teo, CMO, Northwestern Mutual will unravel the nuances of connecting brand campaigns with tangible outcomes, emphasizing the importance of a synchronized approach to marketing efforts. Through real-world examples and practical insights, attendees will gain a deeper understanding of how to bridge the gap between brand awareness and lead generation, driving meaningful business results.

From understanding diverse business models to orchestrating multifaceted marketing strategies, Teo will provide invaluable perspectives on elevating marketing competency and delivering measurable commercial value. You’ll leave empowered with actionable strategies and equipped to navigate the nexus between brand and demand in today's competitive landscape.

Lynn Teo
CMO Northwestern Mutual
Ritz-Carlton Ballroom (HYBRID)
9:45am
- 10:20am

REINVENTING XEROX: A JOURNEY OF TRANSFORMATION

In this session, Deena Piquion, Chief Growth and Disruption Officer at Xerox shares insights into her role reshaping Xerox's operating model and organizational structure to propel the company's reinvention forward. You'll learn about Xerox's three key reinvention priorities and intended outcomes, offering firsthand insights into the strategies, challenges, and successes encountered along the way. From streamlining core print business operations to driving enterprise-wide efficiency through global business services, Get inspired as you see how marketing leadership was instrumental in driving tangible results and fostering a culture of innovation within Xerox.

Deena Piquion
Chief Growth & Disruption Officer Xerox
Ritz-Carlton Ballroom (HYBRID)
10:20am
- 10:55am

SECRETS TO B2B GROWTH WITH STEIN IAS

Delve deep into the heart of B2B marketing. Last year Marc Keating of Stein IAS outlined the evolution from humble market shares to sustained hypergrowth, all while forging unconventional paths to success. This year, you’ll get the freshest updates and emerging trends within the B2B industry, gaining invaluable knowledge to propel your strategies forward. This session is your gateway to unlocking the secrets behind transformative growth and staying ahead of the curve in a rapidly evolving landscape.

Marc Keating
Chief Innovation Officer Stein IAS
Ritz-Carlton Ballroom (HYBRID)
10:55am
- 11:10am
COFFEE BREAK

Ritz-Carlton Foyer (IN-PERSON ONLY)
11:10am
- 11:45am

FROM SPINOFF TO SPOTLIGHT: HOW GE IS REVOLUTIONIZING MARKETING BEST PRACTICES IN HEALTHCARE

Join Kate Rodgers, Global Brand Media Director and Andy DeLaO, Chief Strategy & Marketing Officer at GE Healthcare as they share invaluable insights into the transformation of brand and demand strategies at GE Healthcare. Discover how these global leaders navigated the challenges of establishing a standalone marketing function post-spinoff and learn about the innovative approaches employed to align brand storytelling with demand generation efforts. From overcoming resistance to fostering collaboration between brand and commercial teams, Rodgers and DeLaO will provide practical advice and real-world examples to inspire marketers at every level.

Kate Rodgers
Global Brand Media Director GE Healthcare
Andy DeLaO
Chief Strategy & Marketing Officer GE Healthcare
Ritz-Carlton Ballroom (HYBRID)
11:45am
- 12:20pm

ANA INDUSTRY THOUGHT LEADERSHIP - PART 1

In this session, you’ll get a sneak preview of the findings from the ANA Business Marketing Practice’s latest research on the value of marketing. You’ll learn how and why:

  • Marketing is the understanding of business context
  • The “right” type of marketing depends on three key factors – the dynamics of your market; your business model; your internal resources
  • Industries vary in terms of their cost and asset structure; reliance on advertising and branding; growth and valuation
  • Joint ANA/T2 research has identified six foundational models of marketing
  • Each model requires a different approach to marketing

Jonathan Knowles
Founder Type 2 Consulting
Ritz-Carlton Ballroom (HYBRID)
12:20pm
- 12:55pm

MARKETING TO THE CFO: HOW B2B MARKETERS OVERCOME CFO SKEPTICISM BY THINKING LIKE INVESTORS

Funding is critical to the success of any business activity, but in B2B, marketers come to the negotiating table at a disadvantage. Most B2B companies, particularly in the Finance department, view marketing simply as a cost center, and in this period of strong economic headwinds, it is becoming increasingly difficult for marketers to preserve or grow their budgets.

However, decades of research shows that marketing accelerates and amplifies cash flows for businesses, making it a critical growth center to brands who sufficiently and continuously invest.

In this session, Lisha Perez from LinkedIn’s B2B Institute will reveal insights from the B2B Institute’s latest exploration on the topic, including a framework for helping marketers advocate for bigger budgets. You’ll leave with the knowledge to:

  • Articulate why effective marketing is central to every possible avenue of revenue growth.
  • Identify ways that marketing can increase profit through pricing power and cost efficiencies
  • Understand how effective marketing can minimize risk and, thereby, cost of capital.

Lisha Perez
Partnership Lead, The B2B Institute LinkedIn
Ritz-Carlton Ballroom (HYBRID)
12:55pm
- 1:55pm
LUNCH

Vanderbilt Ballroom (IN-PERSON ONLY)
1:55pm
- 2:30pm

WELCOME TO THE AGE OF ANTICIPATION: HOW APPLYING AI MAKES BUSINESSES MORE HUMAN

AI advancements have brought both opportunities and challenges for marketers. But one aspect is undeniable (and under-utilized): AI’s ability to anticipate customers’ needs. This session will provide tangible insight into how senior marketers and executives can harness the AI gold rush for strategic B2B business growth.

  • How B2B businesses can integrate AI to make it anticipatory, not reactive. Once we realize that AI works best when it’s personalized, not simply reactive, then we can think about humanization.
  • How to develop and integrate a hybrid approach to AI where it lives on-device and not just the cloud.
  • Real examples of how Qualcomm is integrating AI across its company and marketing channels, and how Code and Theory is advising Qualcomm and its other clients to succeed at speed and scale.

Carmen True
VP, Marketing- Channel Sales Enablement and Digital Ecosystems Qualcomm
Michael Treff
CEO Code and Theory
Ritz-Carlton Ballroom (HYBRID)
2:30pm
- 3:05pm

MASTERING REVENUE GROWTH: UNVEILING YOUR BLUEPRINT FOR SUCCESS

In a world of accelerating competitive disruption and innovation, media fragmentation, and digital saturation, MarketBridge helps revenue leaders solve their most pressing challenges. In this session, you will learn how agility, constant monitoring, measuring, and optimizing channels fuels and sustains long-term revenue growth. Discover how MarketBridge harnesses the power of open-source analytics and unparalleled channel knowledge - and how you can apply go-to-market strategies that achieve results.

Brice Chaney
Senior Vice President MarketBridge
Ritz-Carlton Ballroom (HYBRID)
3:05pm
- 3:20pm
COFFEE BREAK

Ritz-Carlton Foyer (IN-PERSON ONLY)
3:20pm
- 3:55pm

INDUSTRY THOUGHT LEADERSHIP - PART 2

Ritz-Carlton Ballroom (HYBRID)
3:55pm
- 4:30pm

DECODING THE DIGITAL DYNAMICS OF B2B WITH GOOGLE

As Industry Director, B2B Technology at Google, Therese Parkes has been sharing her knowledge and insights with B2B marketers navigating the evolving digital landscape. Last year, she explored the many opportunities marketers have to influence and win B2B buyers as they discover brands, explore solutions, and evaluate against their key criteria. This year, Parkes returns to shed light on cutting-edge strategies, innovative approaches, and invaluable insights gleaned from the forefront of B2B marketing.

Therese Parkes
Industry Director, B2B Technology Google
Ritz-Carlton Ballroom (HYBRID)
4:30pm
- 4:35pm

CLOSING REMARKS

Bill Zengel
Senior Vice President, Business Marketing ANA
Ritz-Carlton Ballroom (HYBRID)
6:00pm
- 7:00pm
2024 B2 AWARDS RECEPTION

Vanderbilt Courtyard (IN-PERSON ONLY)
7:00pm
- 9:00pm
2024 B2 AWARDS DINNER AND GALA

The annual B2 Awards Gala is an evening of celebration where we reveal and honor this year's winners from both the general and top categories. B2 Awards has more categories, more entries, and more jurists than any other industry award program. The annual awards reflect the rich diversity of our industry, the growing role of B2B marketing, and the rapid changes in our industry.

Join us live and in-person! Enjoy cocktails, dinner, and all the festivities with your team and peers.

Bill Zengel
Senior Vice President, Business Marketing Practice ANA
Linda Brunner
Senior Vice President, Head of IT Digital Customer Experience Siemens Healthineers
Lynn Teo
CMO Northwestern Mutual
Ann Marie Gothard
VP, Global Corporate Media Relations Henry Schein
Ritz-Carlton Ballroom
Friday, June 14, 2024
7:00am
- 12:00pm
REGISTRATION

Ritz-Carlton Foyer (IN-PERSON ONLY)
7:30am
- 8:30am
BREAKFAST

Vanderbilt Ballroom (IN-PERSON ONLY)
8:30am
- 8:35am

WELCOME REMARKS

Sonia David
Vice President, Business Marketing Practice ANA
Ritz-Carlton Ballroom (HYBRID)
8:35am
- 9:05am

HOW CIGNA TRANSCENDS THE BRAND-TO-DEMAND DIVIDE

Join marketing leader Lou Aversano as he explores the fusion of branding and performance marketing in driving business growth. Through real-world examples and practical insights, discover how to leverage a branded approach to performance marketing to differentiate your brand, align marketing efforts with the customer journey, and effectively communicate marketing's impact on revenue growth. Don't miss this opportunity to learn how to maximize your marketing efforts strategically and propel your business to new heights.

Lou Aversano
CMO The Cigna Group
Ritz-Carlton Ballroom (HYBRID)
9:05am
- 9:40am

DECODING THE B2B BUYER

As buying behaviors and the growth of buying groups continue to shape in the dynamic landscape of B2B marketing, marketers face the daunting challenge of staying ahead of the curve. So how can you leverage A.I. to help you better keep up with ever-changing preferences? Join us for an exclusive session with Peter Weinberg, former head of development at LinkedIn’s B2B Institute and now founder of Evidenza.ai, who will demonstrate how use the latest technology to, not only differentiate your offerings but, engage buyers more effectively.

Peter Weinberg
Founder Evidenza.ai
Ritz-Carlton Ballroom (HYBRID)
9:40am
- 10:15am

DRIVE BOLDLY: HOW MICHELIN PUTS SUSTAINABILITY IN THE FAST LANE

Sustainability is important but it’s not enough. According to a recent IBM study, organizations that embed sustainability are 75% more likely to attribute greater improvement in revenue from their sustainability efforts. Yet, six in 10 C-suite leaders say they must make trade-offs between financial and sustainability outcomes. What’s more, the pursuit of sustainability in B2B industries poses a triple challenge: balancing environmental responsibility, fostering product innovation, and ensuring economic viability. This session, Pierluigi Cumo, VP, B2B Marketing, North America at Michelin delves into sustainability, with a spotlight on Michelin's strategic communication of its value proposition. Through real-life applications and tangible insights, we’ll explore how to effectively navigate market perceptions surrounding the costs of sustainable practices, segmented customers based on their sustainability priorities, and messages that resonate across diverse buyer personas.

Pierluigi Cumo
VP, B2B Marketing, North America Michelin
Ritz-Carlton Ballroom (HYBRID)
10:15am
- 10:35am
COFFEE BREAK

Ritz-Carlton Foyer (IN-PERSON ONLY)
10:35am
- 11:05am

THE EVOLVING ROLE OF MARKETING LEADERSHIP IN A MORE CONNECTED GO TO MARKET MODEL

Marketing generates greater business impact when it collaborates with other members of the commercial team. Nowhere is the alignment of brand and demand with commercial functions more important than in Industrial and Manufacturing firms where sales, distribution, business partner and customer success channels play a large role in growing customer lifetime value and account expansion. In this interactive panel, growth leaders from organizations like Johnson Control will discuss the need for marketers to embrace new leadership models, skills, processes, incentives, and operations. Specifically, they will discuss:

  • New leadership structures that better align marketing with sales and customer service to support the entire customer journey, improve the overall customer experience, and expand customer revenues;
  • The core capabilities, skills, career paths, and operational muscle that needs to be built across these functions;
  • The importance aligning marketing systems, channels, and the customer engagement data they generate with other players along the entire revenue cycle;
  • Difficult decisions that must be made about incentives, resource allocation and roles to ensure marketing makes the greatest contribution to the revenue team.

Trent Perrotto
VP, External Communications Johnson Controls
Stephen Diorio
Managing Director: Revenue Enablement Institute Author: Revenue Operations
Ritz-Carlton Ballroom (HYBRID)
11:05am
- 11:40am

SESSION 15

Ritz-Carlton Ballroom (HYBRID)
11:40am
- 11:50am

CLOSING REMARKS

Sonia David
Vice President, Business Marketing Practice ANA
Ritz-Carlton Ballroom (HYBRID)

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Thank you for registering for the 2024 ANA Masters of B2B Marketing Conference! To change, cancel, or reinstate your registration, please email registration@ana.net.

About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Awards Gala  |  Pricing  |  Register

About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Awards Gala  |  Related Content  |  Pricing  |  Registration