Business-to-Business

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NETWORKING BREAKFAST (8:30–9:30AM)

WELCOME AND INTRODUCTIONS (9:30–9:45AM)

SESSION #1: Email Marketing is dead! Wrong. (9:45AM)

Many have predicted the death of email marketing, interestingly however, marketers consistently rank email as the single most effective tactic for awareness, acquisition, conversion, and retention. The primary reason is the rise of mobile devices.

The rise of instant messaging, social media, and texting were assumed would eliminate email’s viability as a communication platform. In 2016, there are four billion email addresses — a billion more than in 2011. Email is still a dominant channel in consumers’ lives because it’s ubiquitous, easy to learn, and convenient.

In this session Adam will demonstrate how marketers, if they ask the right questions when defining different email audience segments, can still create very effect email campaigns.

Adam Holden-Bache – Author How to Win at B2B Email Marketing: A Guide to Achieving Success


SESSION #2: Approaching the Challenges of B2B Market Research Strategically. (10:45 AM)

Market research helps identify new business opportunities as well as design marketing campaigns that will directly target your potential customer and drive sales. But to make the right decision, marketers need information about the potential of a particular market segment, during a specific time, and within a particular industry group.

Because B2B marketers face a smaller universe of constituents to access, and because it is nearly impossible to find the right decision makers in today’s complex organizations, B2B market research is very different animal.  Further, there is a need for both intelligence and insights – too often we are given information but not a way forward.

In this session Mark will share ways marketers can use research strategically to find the insights they need to make the strategic decisions that regularly face them.

Mark Towery – Managing Director at Geo Strategy Partners

 

SESSION #3: Digital Transformation – Now a Central Component of Business Strategy (11:30AM)

Digital transformation isn’t only about technology, it’s about bringing together the power of technology with a culture that embraces the change that it can lead for the organization. Digital transformation reshapes every aspect of a business. As digital technology continues to evolve, successful digital transformation will require careful collaboration, thoughtful planning, and the inclusion of every department.

During recent years, we’ve seen shifts in how traditional leadership roles operate, as silos break down and the scopes of various roles widen and change. Digital transformation has morphed from a trend to a central component of modern business strategy.

Tom Stein, will share insights and case histories to bring this topic alive; he further will address the need for every B2B marketer and organization to fully embrace transforming digitally.

Tom Stein – Chairman and Chief Client Officer, SteinIAS

 

SESSION #4: Driving Digital Engagement (1:00PM)

Tapping digital channels to advertise, market, sell, and provide customer care is far from new terrain for many companies. Early efforts have focused on if we have a digital presence where our customers are spending time? Do the various channels provide consistent information, services, and brand experience?

Digital engagement requires a commitment to content as a discipline, backed by a technical and operational backbone. Linda is very passionate about digital transformation and enabling customers, partners and employees through the use of digital channels. She will share her insight to drive ongoing customer-centric improvements to maximize ROI from all online and digital touch points, including management of Siemens Healthineers’ web properties.

John Hilbert –
Digital Engagement at Siemens Healthineers