ANA B2B Customer Experience Committee Meeting: Closing the B2B Orchestration Gap in the Age of AI

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Marketers are facing the most pressing challenges in modern B2B marketing: closing the orchestration gap between augmented capabilities and coherence. Most organizations today have the pieces: AI investments, data infrastructure, brand systems and emerging agentic tools. What they lack is the connective tissue that makes those pieces function as a system.

Join the ANA B2B Customer Experience Committee on October 6 at the Code and Theory NYC office for a half-day immersive session exploring how B2B brands can harness AI as a true driver of differentiated CX and business growth.

Featuring real-world case studies, tactical AI applications and a dynamic moderated discussion, attendees will leave with a framework for transforming CX into a competitive advantage.

What you’ll learn:
      - How to connect AI investments into coherent systems.
      - Proven frameworks and real-world CX application in action.
      - The barriers preventing orchestration at scale.
      - How to humanize your B2B brand in the age of AI.

Agenda:


Joseph DeFeo
B2B Marketing Manager
ANA

  • 10:40 - 11:10 AM
    WSJ The Orchestration Gap: How B2B Brands Can Connect Their Tools, Finally

    Most companies think they have an AI problem. They don't. They have a connection problem. Organizations have added dozens of AI tools, but disconnected teams, systems and data are limiting their impact. AI is exposing the challenge of creating value when technology, people and data aren't working together. For the first time, we will reveal powerful new findings from a WSJ Intelligence survey of 800 C-suite executives that expose the orchestration gap, including why 85% say their tech stacks are disconnected. They’ll examine where gaps exist, why leadership remains divided over ownership and what organizations need to do to close them. The next phase of AI is not about adding more tools. It is about connecting and orchestrating what you already have to drive impact and ROI.


    James Gardner
    Executive Director of Intelligence
    The Wall Street Journal



    Dan Gardner
    Co-Founder and Executive Chairman
    Code and Theory


  • 11:10 - 11:40 AM
    From Intelligence to Impact: Turning Customer Insight Into Content That Converts

    In complex B2B categories like High Tech, the buying committee on the average enterprise deal now runs 11.2 stakeholders, up from 9.7 just two years ago, and it's content (the website, the data sheet, the thought leadership piece) that is doing the heavy lifting long before anyone on that committee is ready to pick up the phone and talk to a rep. Most B2B organizations have already invested in the AI tools to generate customer intelligence (personas, segments, signals about who's actually in the room), but few have found a way to carry that intelligence into what actually reaches the buyer. In this session, hear from Adobe and Code and Theory about what it takes to close that gap, and how their joint effort, CIS, is approaching it. The end result? A practical framework that attendees can apply without a live product.

    What attendees will learn:
    - Why the gap between “we understand our customer” and “here's what reached them” is widening, not narrowing, as AI enters both sides of B2B buying
    - What that gap actually costs when it isn't caught: stalled deals, buyer regret, and sales cycles that run months longer than they need to
    - The direction Adobe and Code and Theory are taking to close it, and a few practical starting points teams can act on now


    Michelle Auchter
    Principal Partner Solutions Strategist
    Adobe



    Stef Hoffman
    Head of Enterprise Transformation
    Code and Theory
  • 11:40 - 11:50 AM
    Networking Break

  • 11:50 - 12:20 PM 

    Humanizing Growth: Why Connection Is Your Strongest Marketing Strategy with Amazon Ads

    Many companies invest heavily in marketing but still struggle to reach new customers because they lead with what they do instead of why it matters. This session explores how Amazon Ads changed perceptions among small and medium-sized businesses that never considered its platform by telling a simpler, more human story. Learn how customer insight shaped the campaign and how marketing, product and sales worked together to create a clear message helped Amazon expand into a new market and drive substantial business growth.


    Lucia Ying
    Head of Americas SMB Marketing and Global SMB Brand
    Amazon Ads



    Craig Elimeliah
    Chief Creative Officer
    Code and Theory


  • 12:20 - 12:50 PM 
    Brand Salience and Trust in the Age of AI Orchestration

    AI orchestration promises speed, scale, and precision. It doesn't promise that anyone will remember you. As AI reshapes how marketing gets made, measured, and delivered, the value of brands that are distinctive and believed is only growing. Sam Chotiner sits down with Joe Prota, Head of Brand Marketing at IBM, to discuss where salience comes from when everyone has access to the same tools, why trust is the hardest advantage to manufacture, and what an established B2B brand chooses to automate versus protect.


    Joe Prota
    Global Director of Brand Marketing
    IBM



    Sam Chotiner
    Global Business Lead
    Stagwell

  • 12:50  -  2:00  PM
    Networking Lunch

This meeting is open to Customer Experience Committee members as well as Platinum- and Gold-level solutions provider ANA members.