Fuel Business Results. Grow Enduring Brands.
The goal of the ANA Business Marketing Practice is to elevate B2B by advancing the unique nature of business marketing and fostering a sense of community among our savvy members who market in the “considered purchase” space.
We produce proprietary, actionable insight-driven content through local and regional events, committees, and webinars to help members advance their careers and business, stay connected, and prosper.
Each year, we host the Masters of B2B Marketing Conference, one of the largest of its kind in the world, and orchestrate the B2 Awards, which honors today’s innovators and leaders in business marketing.
All of our topics are aligned with the four growth priorities and 12 focus areas that comprise the CMO-endorsed ANA Growth Agenda.
The B2 Awards are the premier recognition program exclusively honoring excellence in B2B marketing and communications, with a focus on results-driven strategies and impactful outcomes. This year introduces several exciting new award categories. The final deadline for entries is February 21.
Winners will be revealed at the B2 Awards Gala on June 3rd at the 2025 ANA Masters of B2B Marketing Conference.This prestigious event will honor the achievements of top-performing B2B marketers and agency teams.
Connect with the ANA B2B Community
As buyer and market expectations continue to soar, B2B marketers like you must be equipped to navigate persistent challenges like sustainability and talent, harness valuable customer insights and innovations, drive demand across diverse buyer groups, and seamlessly align your teams and technologies to achieve tangible business outcomes.
The 2025 Masters of B2B Marketing Conference, June 2-4 in Naples, Fla., stands as the premier national event exclusively crafted by and for client-side marketers. Attendees will gain insights from top senior executives and industry visionaries, discover innovative strategies, and explore best-in-class examples of marketing excellence. Don't miss this opportunity to position your organization as a powerful engine of growth and transformation while solidifying your status as a leader in the ever-evolving B2B marketing landscape.
Members Only One-Day Conferences
Enjoy insightful and engaging content in a collegial atmosphere at member locations across the U.S. to collect actionable ideas from fellow ANA members that can drive growth within your organization.
| April 17 |
The Brave New World of BDX (In-Person Only) New York |
B2B Committee
Focused on the unique challenges facing B2B marketers, from product marketing, demand generation, measurement, ROI, and more.
Account-Based Marketing Committee
Helping members combine targeted, insight-led marketing with sales to drive mindshare, relationships, and growth.
| February 27 |
ABM Virtual Committee Meeting and Roundtable: How to Scale Your ABM Programs Virtual Meeting (Eastern Time) |
| September 4 |
ABM Committee Meeting Virtual Meeting (Eastern Time) |
Customer Experience Committee
Developing effective communications that elevate customer experience for key constituents.
B2B Webinar Series
Leverage the ANA's B2B Insights
Marketing News
The Muppets Take Center Stage in Booking.com's Super Bowl Ad
The Muppets are featured in a new ad campaign for Booking.com that shows how the website helps consumers to personalize their travel experiences. The integrated marketing campaign, which kicks off during the fourth quarter of Super Bowl LIX, builds on the "Booking.yeah" ad campaign from 2022.
B2B
The B2B Flight to Customer Obsession Is Taking Off
Customer obsession is fast becoming the cost of entry for B2B marketers. Executives at customer-obsessed B2B companies report 28 percent faster revenue growth and 33 percent higher profit growth, compared to companies that are not customer-obsessed, according to a recent Forrester survey. But there is no one-size-fits-all formula for companies that want to become more customer obsessed, as there are multiple variables unique to each brand.
B2B
How B2B Companies Get Smarter About Artificial Intelligence
David Edelman, an executive adviser at the Boston Consulting Group and co-author of "Personalized: Customer Strategy in the Age of AI," discusses how marketers can deploy artificial intelligence to create new kinds of personalized experiences that both marketers and salespeople can rally around.
Leading Edge
From Advancing Through the Funnel to Forging Long-Term Relationships
Knowledge Partners
Marketers May Be Getting Burned by Their Performance Marketing: OOH May Be Able to Help
Clear Channel Outdoor shares why integrating OOH advertising into your media mix can help with the “burnout” some brands are experiencing with performance marketing.
Knowledge Partners
AI in B2B Marketing Report: Lessons from the Frontline
Realm B2B’s latest report is an in-depth look into how AI is reshaping the B2B marketing landscape, highlighting the transformative role AI is now having across various marketing functions.
Knowledge Partners
The Power of Performance Marketing in 2024
Wunderkind’s latest report digs into what performance marketing looks like in 2024 and beyond.
Take the Next Step
Contact the B2B team at b2b@ana.net to learn more about how you can get involved with the ANA Business Marketing Practice.