Close this search box.

What Is the Future of B2B Marketing?


The B2B market is evolving rapidly – but getting far less attention than consumer marketing.  AMA New York is responding with a webinar on “The Future of B2B Marketing.”

Based on a survey of 411 B2B buyers across all major sectors, we will explore changes in:

  • Who are the B2B purchasers
  • How they buy
  • Their media habits
  • B2B attitudes to marketing technology
  • Brand purpose and its impact on B2B buying


Craig Charney
Charney Research

Craig is President of Charney Research, a market research and strategy firm specializing in global markets.  He has over 25 years’ experience in more than 45 countries.  “Craig is one of the few people who can field solid market research just about anywhere, including notoriously difficult to research countries like China, Vietnam, India,” say former AMA-New York President Randy Ringer of Verse.  He is an expert in marketing and communication strategy development. He understands global markets from every angle, having worked on international marketing, development, and security issues.

Michelle Chianera
President & CMO
AMA New York & Corel

Michelle Chiantera is Corel’s Chief Marketing Officer, leading the company’s marketing strategy and execution worldwide. Michelle and her team support go-to-market initiatives delivering growth across the company’s full software portfolio with a focus on segmentation, engagement, and a passion for knowing and delighting customers. Prior to joining Corel, Michelle served as Vice President of Americas Growth Marketing and Global Partner, Segments and Industries at Cisco where she led the marketing team responsible for increasing market share and accelerating Cisco’s growth. Building her career at Cisco for over 20 years, Michelle rose through the ranks within the company’s marketing organization in both field and corporate marketing roles, and previously held the positions of Vice President, Global Partner Marketing and Sr. Director, Americas Partner Marketing. Michelle is known for her advocacy for diversity within the workforce and her commitment to nurturing future leaders within the technology industry. She has a Bachelor of Business Administration (B.B.A), Marketing from Le Moyne College and lives in New York state with her husband, daughter and their much-loved dog.

Peter Weingard
Global Head of Brand Marketing

Global marketing executive helping top media and technology brands transcend their category, unlock their purpose and drive top-line growth. A “full-stack” CMO, I combine ad agency-schooled brand strategy with startup-honed data and innovation skills.

Deep expertise in branding, demand generation, content strategy (podcast guru), partnership development, creative and media strategy and building teams that create a disproportionate return on marketing investment.

Currently the Global Head of Brand Marketing for Wipro, a $10 billion IT services and consulting practice with over 240,000 experts in cloud, cybersecurity, digital transformation and emerging technologies. I also instruct at New York University’s SPS graduate program in Integrated Marketing.

When not marketing technology, I’m probably listening to a podcast.

For general program related questions please email [email protected]

B2B buyers are even more woke than consumers (INFOGRAPHIC)