The Third Annual Brand-to-Demand Conference: What Happens After the Framework (In-Person Only)

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Brand-to-demand integration should be table stakes in B2B marketing but execution is where most organizations struggle. This year, the annual ANA | Stein members-only conference on Brand-to-Demand takes a clear-eyed look at the current state of play and the operational, creative, and organizational shifts required to make brand-to-demand work in practice and at scale.

This year, we'll focus on what B2B leaders are grappling with: delivering cohesive and effective omnichannel experiences across complex buying groups and journeys, building creative that performs, investment allocation and measurement, and operationalizing brand-to-demand inside siloed organizations. Senior marketers from leading B2B companies will share practical examples of how they are aligning teams, strengthening measurement, and turning creative and strategy into measurable growth.

For the first time, the B2D Conference heads to the West Coast, bringing new voices and perspectives into the conversation. If brand and demand sit at the center of your growth agenda, this is a day you cannot afford to miss.

Click here for key learnings and takeaways from this event.

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, April 30, 2026
9:00am - 9:30am	REGISTRATION + NETWORKING BREAKFAST
9:30am - 9:35am	WELCOME REMARKS Dagmara Szulce Executive Vice President ANA
9:35am - 10:00am	B2D/BDX MATURITY STUDY Discover the first‑of‑its‑kind BDX Maturity Study, developed by ANA and Stein. This industry‑defining research delivers a comprehensive view of brand‑to‑demand maturity in B2B—revealing BDX’s impact on business growth, how organizations balance brand and demand investment, and the key drivers accelerating BDX adoption. Tom Stein Chairman and Chief Brand Officer Stein. Sonia David Vice President, B2B Marketing ANA View Presentation
10:00am - 10:30am	WHY IS IT SO FING HARD TO BUILD A BRAND IN B2B? At the ANA in San Francisco, Jim Lesser will explore how creativity and brand discipline can move beyond advertising and be embedded across the marketing organization—through tight partnership, shared metrics, and a shared growth mandate. While ServiceNow’s platform featuring Idris Elba continues to anchor the brand, it has evolved into a broader storytelling system. Around Idris, a growing cast of characters aligned to key buying groups—IT, HR, customer service, finance—extends the narrative across the full journey, from cinematic brand moments to demand programs and sales enablement. Jim will share how C-suite conviction, cross-functional partnership, and buying group intelligence come together to build buyability at scale—and why, in a world where technology, media, and AI are increasingly accessible to everyone, disciplined creativity may be one of the last true unfair advantages in business. Tom Stein* Chairman and Chief Brand Officer Stein. Jim Lesser SVP Chief Brand Officer ServiceNow
10:30am - 11:00am	2026 MOST VALUABLE B2B BRANDS INDEX FINDINGS The fourth annual Brand Finance Most Valuable B2B Brands report, developed in partnership with ANA and IAA, reveals the 300 most valuable and strongest brands in the world, more than a couple of which will be on stage at this event. The 2026 report spotlights expected and surprising brand value winers, the fastest climbers And, for the first time, correlates brand strength to key enterprise value metrics. The report and now features top 10-lists across multiple B2B sectors. The net net: brand strength equals financial strength equals enterprise growth and value. Be among the first to see the data and hear the takeaways. Alfred DuPuy Managing Director, NA Brand Finance View Presentation
11:00am - 11:20am	NETWORKING BREAK
11:20am - 11:50am	BOLD MOVES FROM BRAND TO DEMAND Rob Whitney pivoted Univar Solutions from traditional demand generation and placed a big bet on leveraging brand to drive growth. Erik Petersen took B2B creativity to new heights at Workday and has carried it forward from brand to demand with conviction and commitment. This session focuses on the business necessity of bolder strategy, best-in-category creative, and better brand-to-demand marketing. Rob Whitney Senior Vice President- Innovation, Growth & Strategy Univar Solutions USA Inc. Mike Dudgeon Senior Director, Strategic Accounts LinkedIn Erik Petersen Executive Director, Global Brand Advertising & Media Workday View Presentation
11:50am - 12:20pm	UNLOCKING THE COLLECTIVE CONFIDENCE OF B2B BUYERS As B2B buying becomes more complex and collective, marketers must adapt to a new value-driven game, one centered on “buyability” and group confidence, not just lead volume. This session will explore how to unlock the power of hidden buyers (critical but often overlooked stakeholders in functions like Finance, IT, and Legal) who quietly shape purchasing decisions. Grounded in insights from the 2025 Edelman-LinkedIn B2B Thought Leadership Impact Report, we’ll discuss how high-quality thought leadership can unify buying groups, build trust, and ultimately move organizations from indecision to action. Jann Schwarz Senior Director of Marketplace Innovation LinkedIn
12:20pm - 1:20pm	LUNCH
1:20pm - 1:50pm	WINNING IN THE BRAND-TO-DEMAND ZONE B2B buying behavior has shifted in ways that challenge traditional marketing models. Research shows that buyers enter the market with a predefined shortlist, tend to purchase from that initial set of vendors, and often have prior experience with the brands they consider. As a result, brand visibility and familiarity early in the buying journey play a critical role in downstream outcomes. This session introduces Winning in the Brand‑to‑Demand Zone, a playbook developed to help B2B marketers better understand and respond to these dynamics. The playbook examines how brand and demand functions intersect, how early‑stage influence shapes buyer preference, and why Day 1 of the buying journey has become a pivotal moment for growth. You’ll gain a clearer view of how buyers form shortlists, how brand presence affects consideration, and how marketers can align brand and demand efforts to influence decisions earlier and more consistently. Kerry Cunningham Head of Research and Thought Leadership 6sense View Presentation
1:50pm - 2:20pm	CREATIVE EFFECTIVENESS THAT CLOSES Too often, creativity is treated as something to justify rather than something to use. At the same time, brand, demand, and now AI-driven buying dynamics are making the system more complex and more disconnected. In this session, Juliet Randall and Chad Mulder will explore how creativity moves from campaign thinking to a connected system that builds buyability across the full journey.in B2B From first interaction to buying group to AI-influenced decisions, they will unpack how brand, trust, and storytelling carry through every touch point and why disciplined creativity may be one of the few remaining advantages B2B growth. Moderator: Sonia David Vice President, B2B Marketing ANA Juliet Randall Chief Marketing Officer, Americas SAP Global Chad Mulder VP of Brand Strategy Hewlett-Packard Enterprise
2:20pm - 2:50pm	TRANSFORMING B2B Unni will address the three radical shifts necessary for B2B brands to achieve transformative growth: the shift from generating awareness to delivering measurable revenue; from “activity” metrics to business impact; and from industry convention to bolder more innovative creative ideas. Unnikrishnan Kp SVP, Marketing (Americas) Palo Alto Networks View Presentation
2:50pm - 3:20pm	CLOSING REMARKS: THE NEXT CHAPTER OF BRAND-TO-DEMAND A forward-looking close that reinforces momentum and what comes next. Sonia David Vice President, B2B Marketing ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.