The Trust Economy Conference: Building Meaningful B2B Brands in the Age of AI (In-Person Only)

As AI transforms how buyers discover, evaluate, and engage with brands, trust has emerged as the defining factor in B2B growth. Today's marketers must do more than generate awareness. They must create credibility, foster meaningful relationships, and deliver experiences that inspire confidence throughout the buyer journey. This conference brings together leading marketers, innovators, and industry experts to explore how organizations can build trusted brands in an increasingly automated world. Through real-world case studies, actionable strategies, and forward-looking insights, attendees will learn how to balance technology and human connection to drive sustainable business results.

Key Takeaways:

Learn how AI is reshaping brand visibility, buyer behavior, and the future of B2B marketing.
Discover strategies for building credibility, trust, and differentiation in crowded markets.
Explore how customer experience, community, and advocacy influence purchasing decisions.
Gain practical approaches for creating authentic, human-centered marketing at scale.
Understand how leading organizations are turning trust into a measurable driver of growth.

when

Start: Tuesday, September 15, 2026 at 9:00am

End: Tuesday, September 15, 2026 at 3:00pm

WHERE

Chervon's North American Headquarters
1203 East Warrenville Road
Naperville, IL 60563

Registration Pricing

	Client-Side Tier	Platinum Tier	Gold Tier	Silver Tier	Nonmember
Registration
Registration	Client-Side Tier $0	Platinum Tier $0	Gold Tier $299	Silver Tier $399	Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact [email protected]

Agenda

TIME	EVENT DETAILS	LOCATION
Tuesday, September 15, 2026
9:00am - 10:00am	REGISTRATION AND BREAKFAST
10:00am - 10:10am	OPENING REMARKS FROM THE ANA
10:10am - 10:45am	THE TRUST ECONOMY IN MOTION: HOW B2B BRANDS TURN INFLUENCE INTO ADVOCACY AND BELIEF INTO GROWTH In today's AI-shaped, always-on marketplace, trust has become the primary driver of growth. It is no longer built through messaging alone. It is earned through influence, validated by communities, and strengthened through shared belief. As buyers are flooded with content and guided by algorithms, brands need to do more than show up. They need to create genuine affinity, demonstrate clear relevance in the moments that matter, and earn trust through consistent, credible experiences. This session will explore how leading B2B brands are shifting from campaign-driven marketing to ecosystem-driven growth. Experts, customers, and employees are becoming the most credible and effective drivers of influence. You will see how influence has moved from channels to networks, why advocacy now drives amplification, and how brands can build momentum that shapes buyer perception and fuels pipeline. Attendees will gain perspective on: How leading brands are building stronger emotional connection in complex B2B categories Ways to stay relevant and authoritative in an increasingly fragmented buyer journey How to earn trust by elevating credible voices across the ecosystem What it looks like in practice to turn advocacy into measurable growth Travis Campbell VP of Marketing Chervon Stephanie Crockett CEO Mower
10:45am - 11:20am	BUILDING BRANDS BUYERS TRUST: MARKETING WHEN CREDIBILITY DRIVES GROWTH As AI accelerates content creation and buyers are inundated with more information than ever before, trust has become the defining competitive advantage. Greg Boosin has helped shape iconic brands at both Mastercard, where trust is synonymous with a global brand, and Equitable, where trust must be earned every day in one of the world's most highly regulated industries. In this session, Greg will explore how B2B marketers can move beyond awareness and build brands that give buyers the confidence to make complex purchasing decisions. Drawing on real-world experience, he'll share how trust is intentionally built through brand strategy, customer experience, transparency, thought leadership, and consistent delivery, and why the organizations that invest in credibility today will be the ones that earn lasting growth tomorrow. You'll walk away with: A framework for building trust as a long-term competitive advantage in the age of AI. Practical strategies for increasing brand credibility throughout the B2B buyer journey. Insights into how transparency, consistency, and customer confidence influence purchasing decisions. Ways to position brand internally as a strategic growth driver that strengthens relationships and accelerates business results. Greg Boosin Chief Marketing Officer Equitable
11:20am - 11:55am	CUSTOMER-CENTRIC GROWTH AND THE FUTURE OF BUYER CONFIDENCE As B2B buyers face more choices, more information, and more uncertainty than ever before, organizations must rethink how they earn trust throughout the customer journey. This session will examine the evolving relationship between customer experience, buyer confidence, and business growth, highlighting strategies that leading organizations are using to create relevance, credibility, and long-term loyalty in an AI-driven marketplace. Roy Wollen Lecturer & Executive Education Lead, Medill Northwestern University (F&S)
11:55am - 1:00pm	LUNCH
1:00pm - 1:35pm	SESSION 4
1:35pm - 2:10pm	SESSION 5
2:10pm - 2:45pm	SESSION 6
2:45pm - 3:00pm	CLOSING REMARKS FROM THE 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.