Top Highlights of the Year for ANA’s B2B Practice

Dean Aragamp243n In October 2025 Dean Aragamp243n succeeded Marc Pritchard as Chair of the Association of National Advertisers ANA Aragamp243n also leads Shell Brands International Heamp8217s a true champion of B2B seeking to help us unlock untapped commercial opportunity and a marketer working for all members of the ANA His belief and ours is that whether itamp8217s B2B or B2C or B2B2C itamp8217s really all B2HumansB2B Influencer Marketing as a Strategic Growth Driver The end of the year saw the Practice take a fresh look with the B2B Influencer Marketing Strategies for Authentic Reach and Measurable Impact membersonly conference This event illuminated how B2B influencer marketing has evolved from a niche tactic to a strategic growth driver It featured cases from Unilever which boosted its Hellmanamp8217s Mayonnaise brand by leveraging chef and actor Matty Matheson from The Bear to IDEAL Industries which shared how an audience of electricians enthusiastically shared product highlights via photos and demos and resulted in instant selloutsANAamp8217s B2 Best in Show Within a highly competitive landscape the Best in Show Award stands apart as the highest honor selected by an esteemed top jury of crossindustry ANA member CMOs to recognize the single most outstanding campaign of the year FactSet earned Best in Show for its amp8220Not Just the Factsamp8221 campaign a bold brand activation that challenged the notion that B2B marketing must be technical or dry Using humor and creative storytelling to highlight a clear strategic insight amp8212 that data alone lacks value without context and expertise amp8212 the campaign reimagined how financial intelligence could be communicatedThe Confident B2B Marketer In 2025 surveying 200 senior marketers The Confident B2B Marketer Study revealed that Confident Marketers achieveStronger data foundation AI readiness and better buyer group buyinHigher channel marketing effectiveness at regional and account levelsMore advanced measurement and attribution capabilitiesMore results and how to become a amp8220Confident B2B Marketeramp8221 yourself can be found at wwwananetb2bB2B BrandDemand Maturity Study This study found broad agreement that unifying brand and demand is essential to maximizing marketing effectiveness and efficiency However brandtodemand integration remains incomplete for many organizations Four out of five organizations are underinvesting in brand or remain trapped in siloed brand and demand structuresBonus Highlight First AI Adathon Two clientside marketers EY and Plante Moran and four AIfirst partners designed and created endtoend AIpowered marketing campaigns in under 72 hours live at the 2025 ANA Masters of B2B Conference This condensed a traditionally monthslong process to days The clients briefed Evidenza a synthetic research company drilling for unique customer insight then improved Generative Engine Optimization GEO with Brandlight LLC and developed their creative with Waymark AI Less than 48 hours from official kickoff Spectrum Reach aired the new television commercials through addressable television This unprecedented experiment demonstrated humanpowered ethical AI can dramatically accelerate campaign developmentANA B2B Is Elevating B2BThese top highlights are cowritten with Debbie Schildkraut ANA B2B VP and represent team contributions from VP Sonia David Senior Manager David Morgan and Manager Joey DeFeo For more information and to access the above work visit wwwananetb2bPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Top Highlights of the Year for ANA’s B2B Practice

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Top Highlights of the Year for ANA’s B2B Practice

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