Insights from the B2B Committee

AI answer engines are reshaping how B2B buyers discover and trust brands, as marketers face a shift from clicks to citations. Insights from the ANA B2B Committee explore AI visibility, zero-click search, and decision systems that could redefine strategy and measurement.

During a January 29, 2026 meeting of the ANA B2B Committee, Bruce Biegel, senior managing partner at Winterberry Group, shared a market outlook grounded in Winterberry’s forecasting, advisory, and private equity research, with a specific focus on B2B media, technology, and organizational transformation.

The Future Quo urged marketers to move beyond reactionary strategies by adopting foresight practices like signal scanning and sense-making. The advisory group outlined frameworks for anticipating change and creating human-centered strategies that drive trust and resonance.

The ANA x Stein Brand-to-Demand Maturity Study reveals how unified brand and demand strategies drive business growth, with benchmarks, maturity levels, and actionable insights for B2B marketers.

During a session held at a November 13, 2025 meeting of the ANA’s B2B Committee, attendees received five tips for shifting the paradigm they used to conceptualize B2B marketing and the tactics they used to pursue it from Verizon’s Daniel Gutzmore and Clearly Now Media’s André Archimbaud.

During a session at an April 2025 meeting of the ANA’s Brand Management Committee, computing technology company Qualcomm and its agency partner Transmission shared their approach to brand storytelling, advocating for it as a critical strategy for B2B marketers.

During a January 2025 meeting of the ANA’s Business Marketing Committee, Bruce Biegel of the management consultancy Winterberry Group offered a series of prognostications for the changes that B2B marketing will undergo in 2025.

During a January 2025 ANA B2B Committee Meeting, Jann Martin Schwarz and Mimi Turner with the B2B Institute fellow LinkedIn explained how focusing on buying decisions and buying groups will help companies become more successful as B2B marketers.

Valley Bank shared why companies should follow its lead and consider creating an in-house podcast to improve internal communications.

Speakers from NBCUniversal discussed how B2B brands can reach Business Decision Makers (BDMs).

Ruth Stevens of eMarketing Strategy contended that B2B content marketing strategies need to adapt in response to changes in buyers, their businesses, and the environment, and she went on to provide examples of 10 developments necessitating such an adaptation.

Learn valuable approaches for marketing through the online video platform.

Speakers at the October 2021 ANA Customer Experience committee meeting discussed the role of artificial intelligence and machine learning in marketing and in B2B customer experience trends.

In this session, Jim Lecinski, associate professor of marketing at Northwestern University and author of The AI Marketing Canvas, provided a five-stage roadmap for implementing AI into marketing, sharing insights and action steps for brands.

Matthew Powell from B2B International shared B2B customer experience (CX) trends of 2021 from his company’s latest research and explained how these trends will shift and evolve in 2022.

Podcasts are a growing marketing channel, but not many B2B organizations are using them in an engaging way to amplify their brand and connect with their clients. In this video, get perspectives on why building a successful podcast for a B2B organization has more to do with art than science.

In this video, Lisa McLeod is the creator of Noble Purpose, a customer-driven philosophy that accelerates revenue growth, increases competitive differentiation, and ignites emotional engagement. She discussed how sales and marketing can work together toward a greater common goal and good.

John Follett, Co-Founder and Chief Customer Success Officer of Demand Metric, shared stories about how brands are delivering exceptional experiences and provided a diagnostic tool to help evaluate your customer experience management (CEM) capabilities across 11 key dimensions.

Scott Omelianuk, editor-in-chief of Inc. Media, and Dan Gliatta, founder of Cargo, discussed the current and future state of small and medium business (SMBs), sharing research and applicable insights on SMB mindsets, needs, behaviors, and barriers that will affect how to market and sell to them.

In this video, Scott Omelianuk, editor-in-chief of Inc. Media, and Dan Gliatta, founder of Cargo, discussed the current and future state of small and medium business (SMBs), sharing research and applicable insights on SMB mindsets, needs, behaviors, and barriers that will affect how to market and sell to them.