Coverage of the ANA Masters of B2B Marketing Conference

At the 2026 ANA Masters of B2B Marketing Conference, Eddie Alvarran of the USPS presented new research demonstrating how direct mail enhances digital marketing performance. The USPS campaign data shows that integrating physical and digital touchpoints leads to higher-quality leads, increased conversions, and stronger overall revenue outcomes.

At the 2026 ANA Masters of B2B Marketing Conference, Michelle Lynn of Bloomberg Media explained how B2B marketing has become more efficient but less distinctive. As AI-generated content increases and targeting signals decline, marketers must shift toward human storytelling, credible proof, and practical utility to build trust and influence complex buying decisions.

At the 2026 ANA Masters of B2B Marketing Conference, Juliet Randall of SAP outlined how AI is reshaping the buying process and elevating the importance of brand clarity, trust, and alignment. She argued that strong brands will not be replaced by AI, but rather be amplified by it — making consistency, proof, and connected customer experiences essential to sustained growth.

At the 2026 ANA Masters of B2B Marketing Conference, Nalina Athyantha of ServiceNow and Emily Hean of Pretzl introduced the Buyer Group Index, a new benchmark based on global research. The session explored how leading organizations orchestrate buying groups, align sales and marketing, and use data and AI to improve pipeline velocity, conversion, and revenue growth.

John Hardy of the ANA and Robert Tas of McKinsey & Company introduced a new B2B marketing technology (martech) playbook built on global CMO research. They outlined how leading organizations align marketing and sales, integrate martech systems, and use data and AI to orchestrate account-based journeys that drive pipeline and revenue growth.

Four pioneering AI firms partnered to develop two marketing campaigns for clients EY and Plante Moran in a mere 72 hours, thereby illustrating the powers of and remaining constraints on AI. In this video, participants shared their learnings during a live recording of the ANA’s On Scope: The Marketing Podcast.

Chris Bontempo, CMO at Johnson Controls, shared key areas where his organization is leveraging AI to transform its approach to marketing and generate new paths to business growth.

Facing a series of challenges, Zoetis redefined its brand around emotional connection with its core audience — livestock producers. By shifting from product-focused messaging to a purpose-driven platform, Zoetis launched heartfelt campaigns that resonated deeply with customers.

Mack Trucks shared how it shifted its marketing strategy from product-focused messaging to emotionally driven storytelling, aiming to deepen its connection with truck drivers and fleet managers.

Edelman Business Marketing and LinkedIn explored 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.

Johnson Controls shared how it’s using AI to modernize marketing, enhance demand generation, and scale personalized engagement across long sales cycles in the smart infrastructure space.

Spencer Stuart explored how the role of the CMO and marketing leadership is evolving across industries and how this shift can be a growth, talent development, and influence engine across the C-suite.

Speakers from Franklin Templeton, Workday, and Genpact explored how B2B marketers can preserve authenticity, along with the human voice, vision, and emotional connection in a world of AI and automation.

In this video, Spencer Stuart's Richard Sanderson explored how the role of the CMO and marketing leadership is evolving across industries and how this shift can be a growth, talent development, and influence engine across the C-suite.

In a video from a session at the ANA’s 2025 Masters of B2B Marketing Conference, Palo Alto Networks’ Navneet Singh urged marketers to appeal to consumers with optimism rather than scare tactics.

In this video, learn how direct mail cuts through digital fatigue to create a lasting, tactile connection and a personal experience customers won’t easily forget. Get inspired by new research and innovative direct mail that gets brands in the door to drive deeper connections.

Facing a series of challenges, Zoetis redefined its brand around emotional connection with its core audience — livestock producers. Learn how Zoetis launched heartfelt campaigns that resonated deeply with customers by shifting from product-focused messaging to a purpose-driven platform.

In this video, Edelman Business Marketing and LinkedIn explored 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.

In this video from a session at the 2025 ANA Masters of B2B Marketing Conference, ServiceNow and Evidenza explained how AI can be used for areas other than creative.

ANA CEO Bob Liodice delivered the opening remarks of the 2025 ANA Masters of B2B Marketing Conference.