Coverage of the ANA Masters of B2B Marketing Conference

In this video from a session at the ANA B2B Marketing Conference, Sonia David, vice president of business marketing practice at the ANA, and Daneil Sills, director of brand partnerships at NewtonX, discussed a recent survey on the state of B2B marketers.

In this video, a panel of industry experts discussed how to create stronger partnerships with sales and unlock new possibilities for data-driven success.

In this video, Carhartt Company Gear and agency partner Mower demonstrated how B2B brands can cut through marketplace complexity by focusing on emotional truth rather than product specifications, transforming workwear from a commodity purchase into a symbol of workforce pride and identity.

In this video, 6sense shared how its AI-powered workflow engine unifies fragmented B2B engagement, enabling personalized, end-to-end buyer journeys and powering its own product launch campaign through dynamic, automated outreach.

During 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.

During a session at the ANA B2B Marketing Conference, Sonia David, vice president of business marketing practice at the ANA, and Daneil Sills, director of brand partnerships at NewtonX, discussed a recent survey on the state of B2B marketers.

When its animal health products were coming off patent, Poets drove business growth by shifting the conversation to brand.

Mack Trucks energized its B2B marketing efforts by capitalizing on brand value.

Marketing leaders have more C-suite longevity, gender parity, and opportunity than ever before.

Key to B2B brand growth is wrangling all marketing touchpoints and ensuring alignment with enterprise narratives.

Productivity and impact are the core KPIs used by Zoom to drive measurable B2B marketing solutions with AI.

To build a B2B business within a legacy B2C model, Carhartt is guided by a north star to address work uniforms buyers’ pain points.

In the no-click environment of GenAI, brand and message consistency is crucial for B2B content creation.

In this video, get a two-minute overview of the 2025 Masters of B2B Marketing Conference.

6sense shared how its AI-powered workflow engine unifies fragmented B2B engagement, enabling personalized, end-to-end buyer journeys and powering its own product launch campaign through dynamic, automated outreach.

Carhartt Company Gear and agency partner Mower demonstrated how B2B brands can cut through marketplace complexity by focusing on emotional truth rather than product specifications, transforming workwear from a commodity purchase into a symbol of workforce pride and identity.

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. Participants in the exercise shared their learnings during a live recording of the ANA’s On Scope: The Marketing Podcast.

Franklin Templeton CMO Jennifer Ball shares five lessons that she learned in undertaking a major rebranding of her financial services firm.

During 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.

Johnson controls is leveraging AI to accelerate its B2B marketing and sales development.