Today is the day— the B2BMX sessions at Advertising Week New York 2025 (AW NewYork) take center stage, providing a broader marketing audience that includes thousands of brands, agency and B2C marketers looking to strengthen their B2B play.
Sponsored by LinkedIn, the B2BMX lounge at AW NewYork offers the opportunity to hear from and rub elbows with decision-makers from industries you won’t find at traditional B2B shows. The lounge has a full day of programming that include speakers from LinkedIn, the Wall Street Journal Institute, Deloitte Digital and others giving attendees the latest insights from leaders in the B2B space.
AWNewYork annual draws over 16,000 attendees from the world’s biggest brands and agencies. By integrating B2BMX into the experience, we’re creating a powerful new intersection between B2B strategy and mainstream marketing culture. And we will be offering a sneak peek of B2BMX West 2026 being held March 9-11 at the Omni La Costa Resort in Carlsbad, CA.
B2BMX at AW New York
Here is the full lineup for B2BMX at AWNY25:
The New Blueprint for B2B Marketing Success
Time: 9:50 AM EDT
Speakers: Gina Kleiner, Senior Director of Product Marketing, LinkedIn;
Annie Dunleavy, Executive Vice President, U.S. Head of Content Strategy, Edelman Business Marketing;
Brendan Gahan, Co-Founder & CEO, Creator Authority; and
Kathleen Booth, SVP Marketing & Growth, Pavillion
B2B marketers face mounting pressure. They’re being challenged by the market, their audiences, and the CFO. Rising to these challenges means refusing to settle for the standard B2B playbook. The path forward is a new blueprint for growth — brand to build trust, credibility to drive influence, and creativity to fuel impact.
The Business of Marketing LIVE: Redefining Growth in 2025
Time: 10:30 AM EDT
Speakers: Justin Cooke, Chairman, Path7;
Dennis Buchheim, Global Head of GTM – Adtech/Martech, Communications, Media, and Entertainment, Snowflake;
Ruslan Tovbulatov, CMO, Gloat;
Ali Jawin, CMO, Pontera; and
Tony Marlow, Chief Marketing Officer, LG Ad Solutions
Marketing leaders face unprecedented pressure to deliver growth while navigating AI, data, and culture shifts. Join CMOs and senior executives from Gloat, Snowflake, and Pontera for a fast-paced discussion, exploring how creativity meets technology, what growth levers are working, and the bets shaping 2025.
Marketing is evolving faster than ever, with leaders expected to drive growth, shape culture, and master the balance between AI, data, and creativity. In this live edition of The Business of Marketing podcast, senior executives from Gloat, Snowflake, and Pontera share how they’re navigating disruption and unlocking new levers for growth. From partnerships and performance to brand and communities, the panel will reveal what’s working now, and what’s next.
Expect candid insights on leadership, building resilient teams, and the big bets for 2025. Moderated by Justin Cooke, Chairman of Path7 and host of The Business of Marketing, this session will leave you with fresh perspective, practical takeaways, and a clear view on how marketing’s role is being redefined for the year ahead.
TechFinitive: The Future of B2B Marketing in the Age of AI
Time: 11:10 AM EDT
Speakers: Izzie Rivers, Founder & CEO. Realm B2B;
Chris Cannon, CEO & Founder, TechFinitive.com; and
Chris Drago, Head of Global Media, NetApp
In a market overwhelmed by machine-generated content, how can B2B brands create content that feels genuinely innovative, human, and worthy of a buyer’s attention? This TechFinitive panel will bring together industry leaders from the B2B landscape to explore how AI is transforming vendor marketing and where the human element remains essential.
How to Capture & Engage In-Market Buyers Before Competitors
Time: 11:50 AM EDT
Speaker: Parya Behrouzian, Sr. Director, Revenue Marketing, AdRoll
The MQL isn’t dead— it’s just incomplete. Today’s most effective B2B marketers are supplementing traditional inbound with proactive ABM motions, reading a richer mix of buying signals to reach prospects before they raise their hand. This session covers how to build a signal-based GTM approach that ensures you’re on (and ideally topping) your buyer’s Day 1 shortlist.
Buckle Up: The Evolving CMO—Driving B2B Growth with a Commercialization Mindset
Time: 12:30 PM EDT
Speaker: Mark Singer, Principal, Marketing Services Lead and Deloitte Digital CMO, US Deloitte Digital
The C-suite is transforming, and nowhere is the change more evident than in the evolving role of the Chief Marketing Officer. Today’s CMOs are expected to do more than build brands—they must act with rigor and a commercialization mindset, translating creative vision into measurable business outcomes and driving B2B sales enablement. In this forward-looking session, Deloitte Digital’s US CMO Mark Singer will discuss how CMOs are stepping up as growth architects, blending financial acumen with marketing expertise.
The C-suite is transforming, and nowhere is the change more evident than in the evolving role of the Chief Marketing Officer. Today’s CMOs are expected to do more than build brands—they must act with rigor and a commercialization mindset, translating creative vision into measurable business outcomes and driving B2B sales enablement.
Built to Belong: Reimagining Work, Identity, and Intelligence
Time: 1:50 PM EDT
Speaker: Robin Lickliter, Chief Experience Officer, Sparks;
Marc Herron, SVP Strategy, Sparks; and
Jesse Harrington Au, Senior Experience Strategist, Autodesk
This fireside chat with Marc Herron, SVP Strategy, Sparks and Jesse Harrington Au, Senior Experience Strategist, Autodesk, moderated by Robin Lickliter, Chief Experience Officer, Sparks explores how technology, creativity and experience design can be used to build systems that are not only smarter, but more human.
The systems we interact with every day, from how we work to how we access services, weren’t built with everyone in mind. As AI rapidly reshapes our world, the opportunity isn’t just to optimize these systems, but to rethink them from the ground up.
Networks Over Noise: How Trusted Voices Accelerate Full-Funnel Growth
Time: 2:30 PM EDT
Speakers: Alex Josephson, VP, Customer Brand Strategy, LinkedIn;
Joe Prota, Global Director, Brand Marketing, IBM;
Courtney Carroll, Head of Business and Lifestyle, North America Advertising Sales, Bloomberg Media Group; and
Maria-Angela Sanzone, Head of Paid Social, JPMorgan Chase
This panel explores how brands are driving success with B2B video from trusted networks— 91% of global marketers believe that video will help accelerate ROI more than any other format. As emerging technologies reshape decision-making, professionals increasingly turn to colleagues, creators, and experts they trust, not algorithms, for guidance. And because magic is built when brands meet buyers where trust lives, we’ll uncover how network-driven storytelling helps brands cut through the noise to be seen and believed.
B2B’s New Power Play: Lead Gen Rewired
Time: 3:10 PM EDT
Speakers: Ajay George, Founder and CEO, Enhancio;
John Webb, Founder, Decoding Growth;
Sonya Lombardi, EVP and Head of dentsu B2B Americas, dentsu; and
Danielle Puceta, Chief Digital Officer, Emerald
Forget stale funnels and generic outreach— B2B marketing is undergoing a seismic shift. In this high-impact session, we explore how AI, ABM, and automation are transforming lead generation from scattergun to precision play. Hear from tech innovators, leading agencies, and global brands rethinking performance, personalization and pipeline— and get ahead of the trends shaping 2026. Whether you’re chasing quality leads, faster conversion or smarter targeting, this is your playbook for B2B growth.
Over the past 12 months, B2B lead generation has been transformed by a wave of innovation— from AI copilots and predictive data models to workflow automation and next-gen ABM. This session brings together leaders from pioneering tech platforms, top-performing agencies, and global B2B brands to explore how these innovations are reshaping the performance marketing playbook. We’ll go deep on what’s working (and what’s not), with real-world case studies, campaign insights, and a look ahead to what 2026 will demand from marketers. Expect a candid, fast-paced conversation on building smarter funnels, driving revenue from first-party data, and turning marketing into a true growth engine.
The Messy Parts of Leadership: Building Resilient Brands and Communities
Time: 3:50 PM EDT
Speakers: Maryam Banikarim, Chair, WSJ Institute – CMO Council; and
Justin Cooke, Chairman, Path7
Growth is rarely a straight line. The most valuable lessons come from the messy parts, the pivots, setbacks, and challenges that shape leaders. Join Maryam Banikarim, former CMO at Hyatt, Gannett, and Univision and now Chair of the WSJ Institute’s CMO Council and WSJI CMO Summit, with Justin Cooke, Chairman of Path7. They’ll explore how purpose, resilience, and community can strengthen B2B brands and leadership in turbulent times.
