Conference Agenda

EXHIBITOR MEET AND GREET AND NETWORKING

Join us in the foyer to network with our exhibitors and attendees!

WELCOME REMARKS

Bill Zengel

Senior Vice President, Business Marketing ANA

B2B MASTERCLASS 1 - AI STRATEGY LAB: NAVIGATING THE B2B LANDSCAPE

Delve into actionable strategies and hands-on exercises that will equip you with the tools needed to thrive in an AI-driven marketing landscape.

Led by David Edelman, Senior Lecturer of Business Administration at Harvard Business School, this masterclass is your ticket to unlocking the full potential of AI. Through a series of interactive exercises, you’ll learn how to harness data insights to optimize processes for maximum efficiency.

Then, you’ll explore six scenarios tailored to the marketing landscape, each designed to help you stay ahead of the curve.

David Edelman

Senior Lecturer of Business Administration Harvard Business School Former CMO at Aetna, a CVS Health Company

B2B MASTERCLASS 2 - BRAND TO DEMAND

It’s well known that brand and acquisition marketing running together is 6x more effective than acquisition campaigns running alone. The challenge lies in effectively merging these two facets of marketing.

In this masterclass, we share best practices and strategies for achieving synergy between brand and demand marketing and help you develop actionable plans to implement integrated brand/demand marketing initiatives within your organization.

Kate Rodgers

Global Brand Media Director GE Healthcare

ANA 2024 MARKETING ACCOUNTABILITY STUDY: ADDRESSING THE SNOWFLAKE PROBLEM

How do we address the “snowflake” problem that every senior marketing role appears to be uniquely defined? What are the principles that we can use to explain how marketing is defined, managed and measured? This session shares the findings from the latest research by the ANA Business Marketing Practice that cover:

• How differences in the cost and asset structure of industries shape the role of marketing
• How differences in data availability and customer acquisition shape the approach to marketing that it is appropriate for you to use
• How this understanding of your business context will allow you to describe the purpose and processes of marketing in ways that your CFO will applaud

Jonathan Knowles

Founder Type 2 Consulting

CLOSING REMARKS

Bill Zengel

Senior Vice President, Business Marketing ANA

PRESENTING SPONSOR OPENING REMARKS

Aaron Levin

Head of Technology Marketing LinkedIn

OPENING REMARKS

Bob Liodice

CEO ANA

HOUSEKEEPING & INTRODUCTION

Bill Zengel

Senior Vice President, Business Marketing ANA

OPERATING LIKE A MODERN MARKETER

In this session, Lynn Teo, CMO, Northwestern Mutual will unravel the nuances of connecting brand campaigns with tangible outcomes, emphasizing the importance of a synchronized approach to marketing efforts. Through real-world examples and practical insights, attendees will gain a deeper understanding of how to bridge the gap between brand awareness and lead generation, driving meaningful business results.

From understanding diverse business models to orchestrating multifaceted marketing strategies, Teo will provide invaluable perspectives on elevating marketing competency and delivering measurable commercial value. You’ll leave empowered with actionable strategies and equipped to navigate the nexus between brand and demand in today's competitive landscape.

Lynn Teo

CMO Northwestern Mutual

REINVENTING XEROX: A JOURNEY OF TRANSFORMATION

In this session, Deena Piquion, Chief Growth and Disruption Officer at Xerox shares insights into her role reshaping Xerox's operating model and organizational structure to propel the company's reinvention forward. You'll learn about Xerox's three key reinvention priorities and intended outcomes, offering firsthand insights into the strategies, challenges, and successes encountered along the way. From streamlining core print business operations to driving enterprise-wide efficiency through global business services, Get inspired as you see how marketing leadership was instrumental in driving tangible results and fostering a culture of innovation within Xerox.

Please note this session will not be available for on-demand viewing and must be watched live.

Deena Piquion

Chief Growth & Disruption Officer Xerox

FROM STARTUP TO ACQUISITION: 5 LESSONS LEARNED FROM THE CMO OF GUIDEHOUSE

Guidehouse, a $5.5B consulting firm that competes with giants like Deloitte, McKinsey, and Accenture, has been on a fast path from its beginnings as a spinoff of PWC in 2018 to its recent acquisition by Bain Capital.

Since 2019, CMO Joy Jarrett has faced numerous challenges, from reconciling three acquisitions to defining and launching an entirely new brand to growing market share amid competing priorities and initiatives. In this talk, she will discuss what today’s CMOs need to do to effectively plan, execute, and pivot in a highly dynamic environment.

In this session, you will learn to:

• Build your brand name and breaking out from the “sea of sameness”
• Use your brand story to attract prospects and energize your internal workforce
• Pivot from a content-focused model to a revenue-driving model through account-based marketing
• Promote a consistent, cohesive marketing approach and strategy across numerous acquired teams and vertical markets within commercial and public sectors
• Earn a seat at the CEO’s table

Joy Jarrett

CMO Guidehouse

THE THREE DRIVERS OF FINANCIAL VALUE: HOW MARKETERS CAN UNLOCK BIGGER BUDGETS BY THINKING LIKE INVESTORS

Funding is critical to the success of any business activity, but in B2B, marketers come to the negotiating table at a disadvantage. Most B2B companies, particularly in the Finance department, view marketing simply as a cost center, and in this period of strong economic headwinds, it is becoming increasingly difficult for marketers to preserve or grow their budgets.

However, decades of research shows that marketing accelerates and amplifies cash flows for businesses, making it a critical growth center to brands who sufficiently and continuously invest.
In this session, Lisha Perez from LinkedIn’s B2B Institute will reveal insights from the B2B Institute’s latest exploration on the topic, including a framework for helping marketers advocate for bigger budgets. You’ll leave with the knowledge to:

• Articulate why effective marketing is central to revenue growth
• Identify ways that marketing can increase profit through pricing power
• Understand how effective marketing can improve risk management

Lisha Perez

Partnership Lead, The B2B Institute LinkedIn

FROM SPINOFF TO SPOTLIGHT: HOW GE IS REVOLUTIONIZING MARKETING BEST PRACTICES IN HEALTHCARE

Join Kate Rodgers, Global Brand Media Director and Andy DeLaO, Chief Strategy & Marketing Officer at GE Healthcare as they share invaluable insights into the transformation of brand and demand strategies at GE Healthcare. Discover how these global leaders navigated the challenges of establishing a standalone marketing function post-spinoff and learn about the innovative approaches employed to align brand storytelling with demand generation efforts. From overcoming resistance to fostering collaboration between brand and commercial teams, Rodgers and DeLaO will provide practical advice and real-world examples to inspire marketers at every level.

Kate Rodgers

Global Brand Media Director GE Healthcare

HOW CIGNA TRANSCENDS THE BRAND-TO-DEMAND DIVIDE

In this fireside chat, you’ll learn from marketing leader Lou Aversano as he explores the fusion of branding and performance marketing in driving business growth. Through real-world examples and practical insights, discover how to leverage a branded approach to performance marketing to differentiate your brand, align marketing efforts with the customer journey, and effectively communicate marketing's impact on revenue growth. Don't miss this opportunity to learn how to maximize your marketing efforts strategically and propel your business to new heights.

Lou Aversano

Chief Brand and Marketing Officer The Cigna Group

LUNCH SESSION: B2B MARKETING’S TROJAN HORSE – FIRESIDE CHAT WITH HEAD OF B2B STRATEGY AT INITIATIVE

In collaboration with Kandace Barker, Head of B2B Strategy at Initiative, this session will explore the complexities of B2B marketing and how trusted partners like Captivate are the Trojan Horse within an overarching media strategy.

As a leading premium video solution, Captivate provides B2B campaigns with precise audience targeting, dynamic creative solutions and elevated engagement in contextually relevant environments. This formidable combination builds meaningful connections with coveted, influential business decision makers driving full funnel conversion.

OOH has experienced a remarkable transformation. This previously, passive, mass reach, top of funnel channel has evolved into a hyper-targeted, creatively nimble, and measurable solution. Our conversation will explore the DOOH evolution for B2B, with examples from recent brand activations that illustrate how collaboration with Captivate can drive meaningful outcomes.

Kandace Barker

Head of B2B Strategy Initiative

WELCOME TO THE AGE OF ANTICIPATION: HOW APPLYING AI MAKES BUSINESSES MORE HUMAN

AI advancements have brought both opportunities and challenges for marketers. But one aspect is undeniable (and under-utilized): AI’s ability to anticipate customers’ needs. This fireside chat will provide tangible insight into how senior marketers and executives can harness the AI gold rush for strategic B2B business growth.

• How B2B businesses can integrate AI to make it anticipatory, not reactive. Once we realize that AI works best when it’s personalized, not simply reactive, then we can think about humanization.
• How to develop and integrate a hybrid approach to AI where it lives on-device and not just the cloud.
• Real examples of how Qualcomm is integrating AI across its company and marketing channels, and how Code and Theory is advising Qualcomm and its other clients to succeed at speed and scale.

Michael Treff

CEO Code and Theory

THE RISING VALUE OF BRAND IN B2B: WINNING IN MARKET…AND IN THE BOARDROOM

Suzanne Kounkel, Global CMO of Deloitte, joins Laurence Newell, Managing Director, Americas of Brand Finance, in this session on B2B brand value and brand strength, facilitated by Stein IAS Global President Craig Duxbury. Following the release of the second annual Global Most Valuable B2B Brands Index, the speakers will take a deep dive into the findings and address their importance to the B2B marketing world. In this session, you’ll learn more about: 

• Brand valuation and brand strength leaders in the 2024 index 
• The year’s fastest climbers
• Under-investment by B2B brands
• How Deloitte became B2B’s strongest brand – and the impact across the business

Suzanne Kounkel

Global and US Chief Marketing Officer Deloitte

MARKETING AS A GROWTH CONTRIBUTOR – LEARN HOW VANGUARD INSTITUTIONAL MARKETING IS DRIVING BUSINESS

Discover the transformative journey of Vanguard Institutional Marketing, from a traditional sales support role to a strategic sales enabler. Explore how Marketing generated intelligence and insights to improve the selling process, fostering top-line growth and enhancing client interactions. This session digs into the synergy between marketing and sales, highlighting key strategies for successful transformation, and business impact. Attendees will gain actionable insights, including:

• Reframing Marketing as a value creator by leveraging data to enhance sales enablement
• Integrating Marketing into the sales process to capitalize on client engagement

Anthony Toguchi

Head of Institutional Digital Marketing Vanguard

HOW MARKETERS CAN COLLABORATE EFFECTIVELY WITH NON-BELIEVERS

In this dynamic panel discussion, we’ll explore the crucial yet often challenging task of aligning marketing initiatives with non-believers within your organization. Led by industry expert Mike Linton, we’ll delve into practical strategies for overcoming skepticism and fostering productive collaboration between marketing teams and sometimes reluctant stakeholders. Through insightful discussions and real world examples, attendees will gain valuable insights into navigating resistance, building trust, and ultimately driving organizational buy-in for marketing initiatives.

Moderator: Mike Linton

Host CMO Confidential Podcast

CLOSING REMARKS

Bill Zengel

Senior Vice President, Business Marketing ANA

The annual B2 Awards Gala is an evening of celebration where we reveal and honor this year's winners from both the general and top categories. B2 Awards has more categories, more entries, and more jurists than any other industry award program. The annual awards reflect the rich diversity of our industry, the growing role of B2B marketing, and the rapid changes in our industry.

Join us live and in-person! Enjoy cocktails, dinner, and all the festivities with your team and peers.

Bill Zengel

Senior Vice President, Business Marketing Practice ANA

WELCOME REMARKS

Debbie Schildkraut

Vice President, Business Marketing ANA

HARNESSING THE POWER OF THE MID-FUNNEL

As the discussion about brand versus demand continues, Dipti Kachru, Global Chief Marketing Officer at Broadridge shares why mastering the middle funnel is essential for B2B marketers to maximize impact and achieve their goals. The mid-funnel is where brands can transform casual prospects into curious participants and eventually willing buyers . It’s where marketers can help forge authentic connections with their audience, serving as a valuable bridge between brand awareness and demand generation.

Under her leadership, the marketing team at Broadridge has embraced the goal of powering the middle funnel --  and has expanded their measurement vocabulary beyond impressions, clicks and leads. In her session, she will share:

• Her approach to balancing brand building and demand generation in the B2B buyer's journey – and the important role of the middle funnel
• Ways to harness the power of content and storytelling to engage audiences authentically and foster meaningful connections.
• How leveraging data and technology can optimize mid-funnel marketing efforts and drive consideration.

Dipti Kachru

Global Chief Marketing Officer Broadridge Financial

DECODING THE B2B BUYER

As buying behaviors and the growth of buying groups continue to shape in the dynamic landscape of B2B marketing, marketers face the daunting challenge of staying ahead of the curve. So how can you leverage A.I. to help you better keep up with ever-changing preferences? Join us for an exclusive session with Peter Weinberg, former head of development at LinkedIn’s B2B Institute and now founder of Evidenza.ai, who will demonstrate how use the latest technology to, not only differentiate your offerings but, engage buyers more effectively.

Peter Weinberg

Founder Evidenza.ai

DRIVE BOLDLY: HOW MICHELIN PUTS SUSTAINABILITY IN THE FAST LANE

Sustainability is important but it’s not enough. According to a recent IBM study, organizations that embed sustainability are 75% more likely to attribute greater improvement in revenue from their sustainability efforts. Yet, six in 10 C-suite leaders say they must make trade-offs between financial and sustainability outcomes. What’s more, the pursuit of sustainability in B2B industries poses a triple challenge: balancing environmental responsibility, fostering product innovation, and ensuring economic viability. This session, Pierluigi Cumo, VP, B2B Marketing, North America at Michelin delves into sustainability, with a spotlight on Michelin's strategic communication of its value proposition. Through real-life applications and tangible insights, we’ll explore how to effectively navigate market perceptions surrounding the costs of sustainable practices, segmented customers based on their sustainability priorities, and messages that resonate across diverse buyer personas.

Pierluigi Cumo

VP, B2B Marketing, North America Michelin

THE EVOLVING ROLE OF MARKETING LEADERSHIP IN A MORE CONNECTED GO TO MARKET MODEL

Marketing generates greater business impact when it collaborates with other members of the commercial team. Nowhere is the alignment of brand and demand with commercial functions more important than in Industrial and Manufacturing firms where sales, distribution, business partner and customer success channels play a large role in growing customer lifetime value and account expansion. In this interactive panel, growth leaders from organizations like Johnson Control will discuss the need for marketers to embrace new leadership models, skills, processes, incentives, and operations. Specifically, they will discuss:

• New leadership structures that better align marketing with sales and customer service to support the entire customer journey, improve the overall customer experience, and expand customer revenues;
• The core capabilities, skills, career paths, and operational muscle that needs to be built across these functions;
• The importance aligning marketing systems, channels, and the customer engagement data they generate with other players along the entire revenue cycle;
• Difficult decisions that must be made about incentives, resource allocation and roles to ensure marketing makes the greatest contribution to the revenue team.

Moderator: Stephen Diorio

Managing Director Revenue Enablement Institute

UNLOCKING B2B GROWTH: THE US LATINO MARKET OPPORTUNITY

Latinos represent ~50% of the total trade-related workforce and ~30% of all US contractors. In this session, you’ll learn to tap into the immense potential of the Latino market in B2B sectors through a unique case study presented by Owens Corning and Black/Brown. Discover why this was an effective approach in capturing incremental market share, ensuring B2B marketing success in diverse, multicultural contexts as we take you through:

• Demographic insights and consumer behaviors which helped craft relevant marketing strategies.
• Tactics that can tailor offerings across industries to resonate with Latino audiences, fostering lasting partnerships and loyalty.
• Exclusive research on Latino homeownership, providing actionable tactics for B2B expansion.

Eric Miller

Marketing Leader- Home Centers Owens Corning

CLOSING REMARKS

Debbie Schildkraut

Vice President, Business Marketing ANA