2023 Annual Conference | B2B Day

2023 Annual Conference: Humans of B2B

Reconnecting with what’s best in B2B - the people.

November 8, 1PM-6:30PM ET, Forbes on Fifth, NYC

Behind every business communication lies a human element that can be easy to overlook as we package real people as intent signals, leads, and opportunities. Looking at the bigger picture, human connection, partnership, and collaboration are core to success. With growing pressure to bring technologies like AI into the industry and growing uncertainty of what that means for us, now is the moment to take a fresh look at the need for human connection. The third annual B2B Day – ANA NYC’s 12th Annual Conference – will inspire attendees with an enhanced sense of purpose, and challenge them to think about the humans they are dealing with as buyers, clients, employees, and peers. Industry leaders will share stories about moments when human connections have driven success – and ideas for incorporating them in our day-to-day practice.


Event Speakers & Sessions

B2B: The New Canvas for Creativity

B2B has long been considered a challenging category for creatively driven work. But many today believe B2B provides the best canvas of all for unexpected, inspiring, intensely human creative ideas. Hear from two 2023 Cannes Creative B2B Lions winners, as well as a Cannes jurist as they discuss the striking evolution of creativity in B2B.

Orlando Baeza, CRO & CMO, Flock Freight (Formerly)
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Gian Carlo Lanfranco, Co-Founder & CCO, L&C New York
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Ty Heath, Director, Market Engagement, The B2B Institute at LinkedIn
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Leadership Rewired

How can client and agency leaders work together to shape the future of marketing work? What are the essential skills that leaders and teams together need to succeed given the quickening pace of change? Global agency leader Kristen Cavallo and Eric Jagher of US Cellular share their experiences with inspiring and equipping teams to navigate change, and their thoughts about how we can make the connections that refresh our humanity with breakthrough creativity. 

Kristen Cavallo, CEO of MullenLowe Global and CEO of The Martin Agency
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Eric Jagher, SVP, CMO, UScellular
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Robert Davis, EVP, Strategy, PJA Marketing + Advertising
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Unreasonable Hospitality

Will Guidara was twenty-six when he took the helm of Eleven Madison Park, a struggling two-star brasserie that had never quite lived up to its majestic room. Eleven years later, EMP was named the best restaurant in the world. Hear from Will’s vantage point how every business can transform ordinary transactions into extraordinary experiences.

Will Guidara, Restaurateur and Award-Winning Author, Thank You
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Human to Human, Heart to Heart

The beating heart of every B2B enterprise is its people – customer advocates, relationship builders, brand evangelists. Award-winning marketing leader at Caterpillar and now CMO at $30 billion value-added distribution giant Ferguson, Victoria Morrissey knows that great brands start with their people. At this session, Victoria will share how Ferguson has grown more than 50% over the last few years and is well poised to do it again by connecting first and foremost with the humans inside the business.

Victoria Morrissey, CMO, Ferguson
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Doing the Right Things, Right

Hacking the formula for success by learning the best from both B2C and B2B worlds is what Greg Boosin has been doing at MasterCard for almost 20 years. Greg will share his story on how curiosity, empathy, and the relentless pursuit of “priceless” experiences has helped him continue to be closer to every client and find the power behind understanding attitudes and behaviors.

Greg Boosin, EVP, B2B & Product Marketing, Mastercard
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Goldilocks Experiences

The last best customer experience that anyone has anywhere becomes their minimum expectation for experiences everywhere. Automated personalization like contextually-relevant offers, frictionless self-service, and empathetic CRM interventions are table stakes — and generative AI promises to enhance a marketer’s capabilities even further. But at what cost? Join Billy Seabrook, Global Chief Design Officer at IBM ix, in a discussion about designing the right balance of human and technology-based interactions that are loved by customers and get the business outcomes just right.

Billy Seabrook, Senior Partner, Global Chief Design Officer, IBM iX
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Event Host:

Tonya Garrett, Director, North America Agency Development, LinkedIn
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Past Events

2022 Annual Conference | B2B Day

2021 Annual Conference | B2B Day

2020 Annual Conference | B2B Day