Committees | Events & Webinars | Making 2025 a Winner – ANA B2B Committee Virtual Meeting

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In the first session, we’ll delve into the Buyer Group model, a groundbreaking approach by LinkedIn's B2B Institute that redefines how major B2B purchasing decisions are influenced, reshaping today’s targeted marketing strategies. The second session will provide an industry forecast for 2025 by Winterberry Group Senior Managing Partner, Bruce Biegel, covering anticipated marketing trends, budget shifts, and data investments, based on expert analysis of 2024’s economic landscape. These sessions will equip you with the insights needed to navigate and capitalize on the future of B2B marketing.</p> <p> </p> <h4><strong>Agenda:<br /><br /></strong></h4> <h4><strong>I. Opening Remarks </strong><strong style="font-family: inherit; font-style: inherit;">from the ANA: 11:00 am - 11:10 am ET</strong></h4> <h4><strong><br /></strong></h4> <h4><strong>II. Why B2B Marketing is Buyer Group Marketing: 11:10 am - 11:40 am ET</strong></h4> <p>Buyer Groups represent the next frontier of targeted marketing in B2B. New research by The B2B Institute, Bain and Newton X sheds light on what may be the biggest untapped opportunity in B2B marketing and sales. In this session you will learn:</p> <ul> <li><span style="font-size: 16px;">How do big B2B buying decisions get made?</span></li> <li><span style="font-size: 16px;">Who are the key stakeholders? </span></li> <li><span style="font-size: 16px;">What motivates them?</span></li> </ul> <p><span style="font-size: 16px;">The resulting insights are surprising. Taken to their operational conclusion, they suggest that the way B2B marketing is done today is primed for a rethink.</span></p> <p><strong>Presented by:</strong></p> <p><a class="cboxElement" href="/ajax/speaker/id/spkr-schwarz-jann" target="_self"><strong><img src="/contentimage/B2B_ONLY/2025/schwarz-jann-190.jpg" alt="" width="200" height="250" /><br /></strong><strong>Jann Martin Schwarz</strong> </a><br /><a class="cboxElement" href="/ajax/speaker/id/spkr-schwarz-jann" target="_self">Senior Director, Marketplace Innovation, and Founder, The B2B Institute</a><br /><a class="cboxElement" href="/ajax/speaker/id/spkr-schwarz-jann" target="_self">LinkedIn</a><strong><br /><a href="https://www.linkedin.com/in/janns/" target="_blank"><img src="/contentimage/B2B_ONLY/social_media_icons/ana_linkedin.png" alt="" width="20" height="20" /></a></strong></p> <p><a class="cboxElement" href="/ajax/speaker/id/mimiturner" target="_self"><strong><img src="/contentimage/B2B_ONLY/2025/Mimi_Turner_Headshot.JPG" alt="" width="200" height="200" /><br /></strong><strong>Mimi Turner<br /></strong>Head of Marketplace Innovation and a B2B Institute Fellow </a><br /><a class="cboxElement" href="/ajax/speaker/id/mimiturner" target="_self">LinkedIn</a><br /><strong><a href="https://www.linkedin.com/in/mimi-turner/" target="_blank"><img src="/contentimage/B2B_ONLY/social_media_icons/ana_linkedin.png" alt="" width="20" height="20" /></a></strong></p> <p><strong style="color: #00a651; font-family: inherit; font-size: 20px; font-style: inherit;"><br /></strong></p> <h4><strong>II. The Outlook for B2B Advertising, Marketing, and Data in 2025: 11:40 am - 12:10 am ET</strong></h4> <p><span style="font-size: 16px;">To kick off the New Year, Winterberry Group Senior Managing Partner, Bruce Biegel, will share in-depth insights and predictions of marketing spending in 2025. In this session, Biegel will examine the major forces shaping our industry today, reflect on a turbulent 2024, and forecast what’s to come in 2025 and beyond. Key takeaways from the session will include:</span></p> <ul> <li>A recap of the headwinds and tailwinds marketing experienced in 2024</li> <li>A forecast of where marketers will direct their spending in 2025</li> <li>Trends driving today’s media mix, data, and technology investments</li> </ul> <p><strong>Presented by:</strong></p> <p><a class="cboxElement" href="/ajax/speaker/id/brucebiegel" target="_self"><strong><img src="/contentimage/B2B_ONLY/2023/Committees/Bruce_Biegel.jpg" alt="" width="200" height="154" /><br /></strong><strong>Bruce Biegel<br /></strong>Senior Managing Partner</a><br /><a class="cboxElement" href="/ajax/speaker/id/brucebiegel" target="_self">Winterberry Group </a><strong><br /><a href="https://www.linkedin.com/in/bruce-biegel-bb0a45/" target="_blank"><img src="/contentimage/B2B_ONLY/social_media_icons/ana_linkedin.png" alt="" width="20" height="20" /></a></strong></p> <h4><strong><br />III. Roundtable Discussion - Shaping the Future of B2B Marketing</strong><strong style="font-family: inherit; font-style: inherit;">: 12:10 am - 12:50 pm ET</strong></h4> <p>In this interactive session, our B2B Committee Co-Chairs will lead a roundtable discussion focused on the future of B2B marketing. This is a unique opportunity for attendees to share perspectives on emerging trends, challenges, and opportunities shaping our industry. Together, we’ll explore strategic directions that can guide our committee’s efforts in the year ahead, ensuring our approach aligns with the needs and insights of our members. Come ready to contribute your ideas and help shape the vision for 2025 and beyond!<br /><br /><strong>Moderators:<br /><a class="cboxElement" href="/ajax/speaker/id/spkr-roopamaniktala" target="_self"><img src="/contentimage/B2B_ONLY/2023/Committees/RoopaManiktala.jpg" alt="" width="200" height="261" /></a><br /></strong><a class="cboxElement" href="/ajax/speaker/id/spkr-roopamaniktala" target="_self"><span style="font-size: 16px;"><strong>Roopa Maniktala</strong><br /></span><span style="font-size: 16px;">Marketing Program Director in Field Marketing<br /></span><span style="font-size: 16px;">IBM Americas<br /></span><span style="font-size: 16px;">ANA B2B Committee Co-Chair</span></a><br /><a href="https://www.linkedin.com/in/roopa-maniktala/" target="_blank"><img src="/contentimage/B2B_ONLY/social_media_icons/ana_linkedin.png" alt="" width="20" height="20" /></a></p> <p><a class="cboxElement" href="/ajax/speaker/id/spkr-blackburn-david" target="_self"><strong style="color: #00a651; font-family: inherit; font-size: 20px; font-style: inherit;"><img src="/contentimage/B2B_ONLY/2025/Dave_Blackburn.jpg" alt="" width="200" height="250" /><br /></strong><strong>David Blackburn</strong></a><br /><a class="cboxElement" href="/ajax/speaker/id/spkr-blackburn-david" target="_self">Consultant </a><br /><a class="cboxElement" href="/ajax/speaker/id/spkr-blackburn-david" target="_self">Strat&Story</a><br /><span style="font-size: 16px;"><a class="cboxElement" href="/ajax/speaker/id/spkr-blackburn-david" target="_self">ANA B2B Committee Co-Chair</a><br /><a href="https://www.linkedin.com/in/dhblackburn/" target="_blank"><img src="/contentimage/B2B_ONLY/social_media_icons/ana_linkedin.png" alt="" width="20" height="20" /></a><br /></span></p> <p><strong style="color: #00a651; font-family: inherit; font-size: 20px; font-style: inherit;"><br />IV. 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