2025 ANA Masters of B2B Marketing Conference

All sessions listed below are in Eastern Time (ET).
Please note the conference agenda, including speakers, is subject to change.

TIME	EVENT DETAILS	LOCATION
Monday, June 2, 2025
12:00pm - 6:30pm	REGISTRATION OPEN	Ritz-Carlton Foyer (IN-PERSON ONLY)
1:00pm - 1:05pm	WELCOME REMARKS Sonia David VP, Business Marketing Practice ANA	Vanderbilt Ballroom (IN-PERSON ONLY)
1:05pm - 1:55pm	B2B MASTERCLASS SERIES	Vanderbilt Ballroom (IN-PERSON ONLY)
1:55pm - 2:30pm	MASTERCLASS 2	Vanderbilt Ballroom (IN-PERSON ONLY)
2:30pm - 3:05pm	MASTERCLASS 3	Vanderbilt Ballroom (IN-PERSON ONLY)
3:05pm - 3:20pm	COFFEE BREAK	Ritz-Carlton Foyer (IN-PERSON ONLY)
3:20pm - 3:55pm	MASTERCLASS 4	Vanderbilt Ballroom (IN-PERSON ONLY)
3:55pm - 4:30pm	MASTERCLASS 5	Vanderbilt Ballroom (IN-PERSON ONLY)
4:30pm - 4:33pm	CLOSING REMARKS Sonia David VP, Business Marketing Practice ANA	Vanderbilt Ballroom (IN-PERSON ONLY)
5:00pm - 6:00pm	RECEPTION	Vanderbilt Courtyard (IN-PERSON ONLY)
Tuesday, June 3, 2025
7:00am - 7:00pm	REGISTRATION	Ritz-Carlton Foyer (IN-PERSON ONLY)
7:00am - 7:45am	BREAKFAST ROUNDTABLES	Vanderbilt Ballroom (IN-PERSON ONLY)
7:30am - 8:20am	BREAKFAST	Vanderbilt Ballroom (IN-PERSON ONLY)
8:30am - 8:35am	PARTNER OPENING REMARKS Speaker TBA	Ritz-Carlton Ballroom (HYBRID)
8:35am - 9:05am	OPENING REMARKS Bob Liodice CEO ANA
9:05am - 9:10am	WELCOME REMARKS & HOUSEKEEPING Bill Zengel Senior Vice President, Business Marketing ANA	Ritz-Carlton Ballroom (HYBRID)
9:10am - 9:45am	WELCOME TO THE DECADE OF B2B Tony Ezell is the president of North America and CMO for BD (Becton, Dickinson and Company), where he leads BD U.S. and Canada, as well as the global marketing organization, and is responsible for an integrated commercialization approach to how the company prioritizes and delivers on customer needs. Don't miss this opportunity to learn from and get inspired by a leader at the forefront of marketing transformation and the digitalization of B2B practices. Tony Ezell EVP, President North America, CMO BD (Becton, Dickinson and Company)	Ritz-Carlton Ballroom (HYBRID)
9:45am - 10:20am	HOW ACCENTURE DRIVES CHANGE AND INNOVATION Jill Kramer is Accenture’s chief marketing & communications officer, leading a global team of approximately 2000 professionals focused on strengthening the Accenture brand in the marketplace and helping grow the business. She is at the forefront of helping organizations—including Accenture—reimagine their marketing approaches as they reinvent with data and AI. Most recently named one of Forbes’ 50 Most Influential CMOs and the recipient of ADWEEK’s B2B Lifetime Achievement Award, she is responsible for brand, advertising, content, digital marketing, social media, corporate and financial communications, industry analyst, media relations and research, insights and analytics. Jill Kramer Chief Marketing and Communications Officer Accenture	Ritz-Carlton Ballroom (HYBRID)
10:20am - 10:55am	SESSION Speaker TBA	Ritz-Carlton Ballroom (HYBRID)
10:55am - 11:55am	COFFEE BREAK	Ritz-Carlton Foyer (IN-PERSON ONLY)
11:15am - 11:50am	ANA MARKETING IMPACT MEASUREMENT STUDY In this session, you’ll hear about the ANA Business Marketing Practice’s latest research on the value of marketing. You’ll learn how and why: Marketing is the understanding of business context The “right” type of marketing depends on three key factors – the dynamics of your market; your business model; your internal resources Industries vary in terms of their cost and asset structure; reliance on advertising and branding; growth and valuation Joint ANA/TRUE/T2 research has identified six foundational models of marketing Each model requires a different approach to marketing Bill Zengel SVP, Business Marketing Practice ANA	Ritz-Carlton Ballroom (HYBRID)
11:50am - 12:25pm	USING DATA TO SUPERCHARGE YOUR B2B MARKETING Join us for an enlightening session led by David Fogarty SVP, Data Excellence and Privacy Practice at the ANA who will showcase the highlights of our B2B Data and Analytics Playbook. This session will delve into optimizing account-based marketing, aligning sales and marketing efforts, and mastering advanced segmentation. It will help empower you to create stronger partnerships with sales and unlocking new possibilities for data-driven success. David Fogarty SVP, Data Excellence and Privacy Practice ANA Sonia David VP, Business Marketing Practice ANA Co-presenter TBA	Ritz-Carlton Ballroom (HYBRID)
12:25pm - 1:00pm	THE GANGS OF B2B: ARE BUYING GROUPS B2B’S NEW FRONTIER? Who are the real drivers of the trillions of dollars of B2B purchases made every year? And what are the emotional messages that guide their investment decisions? LinkedIn’s Jann Martin Schwarz and Mimi Turner will share new research conducted with Bain & Company that provides some unconventional answers. Jann Schwarz Founder of The B2B Institute and Senior Fellow LinkedIn Mimi Turner Head of Marketplace Innovation LinkedIn	Ritz-Carlton Ballroom (HYBRID)
1:00pm - 1:55pm	LUNCH	Vanderbilt Ballroom (IN-PERSON ONLY)
1:55pm - 2:30pm	MACK IS BACK! - ENERGIZING AN ICONIC B2B BRAND Emotional connection is much discussed in our B2B world. At this session, see how one of the most iconic of American brands, Mack Trucks, re-forged a deeper relationship with its internal stakeholders and external communities. From insight to creative platform to experiences and activation, Mack’s ‘By America’s Side’ campaign is now one of the most successful campaigns in the brand’s storied history. Jim Leon Director of Brand Management Mack Trucks Alex Webb Global Chief Creative Officer Stein IAS	Ritz-Carlton Ballroom (HYBRID)
2:30pm - 3:05pm	B2B MARKETING…POWERED BY A.I. Speaker TBA	Ritz-Carlton Ballroom (HYBRID)
3:05pm - 3:20pm	COFFEE BREAK	Ritz-Carlton Foyer (IN-PERSON ONLY)
3:20pm - 3:55pm	PANEL DISCUSSION: BEYOND THE A.I. HYPE In this panel discussion, marketing leaders from innovative B2B companies share their first-hand experiences in leveraging AI to drive measurable improvements in areas like lead generation, sales and marketing alignment, buyer insights, and even the use of AI-powered avatars for buyer group engagement. Moderator TBA Panelists include: Amy Summy CMO Labcorp Chris Bontempo CMO Johnson Controls	Ritz-Carlton Ballroom (HYBRID)
3:55pm - 4:30pm	BUILD-A-BLUEPRINT: TAILOR YOUR AI STRATEGY WITH TARGETED BREAKOUTS AI is revolutionizing marketing, but your journey is unique. In this exclusive breakout series, Build-a-Blueprint for AI, you’ll choose the session that aligns with your most pressing challenges—ensuring you leave with a customized roadmap for AI success. Choose from one of three breakout sessions:	Ritz-Carlton Ballroom (IN-PERSON ONLY)
	BREAKOUT 1: AI AND TALENT Equip your teams with AI literacy, foster an AI-first culture, and explore why the future of marketing requires teams to test and build their own AI solutions. Richard Sanderson Marketing, Communications, Sales Practice Leader Spencer Stuart Amy Summy CMO Labcorp	Ritz-Carlton Ballroom (IN-PERSON ONLY)
	BREAKOUT 2: AI AND CREATIVITY We’ll dive into the key areas where AI can transform your approach to creativity: Join us to unlock the true potential of AI in marketing and elevate your campaigns to new heights. Speaker TBA	Vanderbilt Ballroom (IN-PERSON ONLY)
	BREAKOUT 3: AI AND ORGANIZATION Learn how AI can strengthen your marketing organization. Gain clarity on generative AI’s impact, explore case studies on scaling workflows, and master best practices for compliance, legal, and transparency. Speaker TBA	Plaza Ballroom (IN-PERSON ONLY)
4:30pm - 5:00pm	SESSION Speaker TBA	Ritz-Carlton Ballroom (IN-PERSON ONLY)
6:00pm - 7:00pm	2025 B2 AWARDS RECEPTION	Vanderbilt Courtyard (IN-PERSON ONLY)
7:00pm - 9:00pm	2025 B2 AWARDS DINNER AND GALA Bill Zengel SVP, Business Marketing Practice ANA Debbie Schildkraut VP, Business Marketing Practice ANA	Vanderbilt Ballroom (IN-PERSON ONLY)
Wednesday, June 4, 2025
7:00am - 7:00pm	REGISTRATION	Ritz-Carlton Foyer (IN-PERSON ONLY)
7:00am - 7:45am	BREAKFAST ROUNDTABLES	Vanderbilt Ballroom (IN-PERSON ONLY)
7:30am - 8:30am	BREAKFAST	Vanderbilt Ballroom (IN-PERSON ONLY)
8:30am - 8:35am	WELCOME REMARKS Sonia David VP, Business Marketing Practice ANA	Ritz-Carlton Ballroom (HYBRID)
8:35am - 9:10am	MASTERING CHANGE WITH AI INNOVATION Chris Bontempo, Chief Marketing Officer at Johnson Controls (JCI) has led the company’s transformation towards a more tech-driven, data-centric marketing approach. Under his leadership, JCI has leveraged AI and innovative tools to modernize its marketing capabilities and drive growth. Chris Bontempo CMO Johnson Controls	Ritz-Carlton Ballroom (HYBRID)
9:10am - 9:45am	BUILDING A FUTURE-FORWARD FINANCIAL BRAND Join Jennifer Ball, CMO of Franklin Templeton, as she shares insights from the firm’s latest U.S. brand campaign, Your Trusted Partner for What’s Ahead™. She’ll share strategies for brand longevity, customized solutions, and multi-channel engagement that position firms for long-term success in an ever-changing financial landscape. Jennifer Ball CMO Franklin Templeton	Ritz-Carlton Ballroom (HYBRID)
9:45am - 10:20am	B2B MEDIA PANEL Panelists include: Jennifer Ball CMO Franklin Templeton Erik Petersen Senior Director, Global Brand Advertising and Media Workday	Ritz-Carlton Ballroom (HYBRID)
10:20am - 10:35am	COFFEE BREAK	Ritz-Carlton Foyer (IN-PERSON ONLY)
10:35am - 11:10am	BRAND BUILDING AT PALO ALTO NETWORKS At Palo Alto Networks, Naveet Singh captains marketing efforts for a multi-billion dollar annual bookings portfolio, focused on capturing recurring revenue through cloud products, including Secure Access Services Edge (SASE), cloud-delivered security services, and software firewalls. Learn now he preps his teams for sales success and pipeline growth. Naveet Singh VP, Marketing Network Security Palo Alto Networks	Ritz-Carlton Ballroom (HYBRID)
11:10am - 11:45am	2025 B2 AWARDS: WINNERS ROUNDUP Speakers TBA	Ritz-Carlton Ballroom (HYBRID)
11:45am - 11:50am	CLOSING REMARKS Sonia David VP, Business Marketing Practice ANA

Please complete your registration at least 24 hours before the start of the event. Late registrations may cause delays in joining the virtual conference.

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Thank you for registering for the 2025 ANA Masters of B2B Marketing Conference! To change, cancel, or reinstate your registration, please email registration@ana.net.