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Business-to-Business

This event has ended.
Begins: Thursday, August 23, 2012 at 9:00am
Ends: Thursday, August 23, 2012 at 2:30pm
Location: Xilinx, Inc.
2100 Logic Drive
Building 4
San Jose, CA 95124

Meeting notes are available to current, logged in Members only.

IMPORTANT ARRIVAL INFORMATION:

**You need to bring a current government issued photo ID (driver's license or passport) to be able to check-in to the building**

  • Go to 2100 Logic Drive, Building 4 (the first building on the left as you enter Logic Drive, San Jose CA 95124).
  • There will be directive parking signs at this location.
  • Security check-in will be in the lobby of Building 4.


NETWORKING BREAKFAST (9:00–9:30)

INTRODUCTIONS (9:30–9:45)


I. XEROX CORPORATION: BUILDING BRAND AWARENESS IN THE HEALTHCARE INDUSTRY (9:45–10:45AM)
When you think of Xerox, healthcare may not come top of mind. But Xerox set out to spread the word about its commitment and expertise in simplifying the business of healthcare to a new audience. Hear Xerox share successes and pitfalls experienced during the launch of its “Freedom to Care” campaign, which used several channels, including online video, paid and earned social media, online marketing, and sponsorship of the TEDMED conference, to raise awareness and connect with prospects in the healthcare field.

Speaker:
Laura Ramos, Vice President, Industry Marketing, Xerox Corporation


II.
MARKETING & SALES IN A BRAVE NEW WORLD (11:00AM–12:00PM)
Today's buyer comes to the 'sales moment' with more knowledge than ever. No longer relying on the sales representative to educate and inform, the buyer is turning to online resources and their own social networks for information. The reality is that the buyer is socially empowered and in the driver's seat. Marketers and sellers who embrace this new relationship – will uncover a kind of revenue growth they've never seen before. This session will cover: the death of the sales cycle, the birth of the revenue cycle and what you can do now.

Speaker:
Phil Fernandez, President and CEO, Marketo, Inc


NETWORKING LUNCH (12:00–12:45PM)


III. XILINX, INC.: BUILDING ENGAGEMENT WITH A TECHNICAL AUDIENCE THROUGH SOCIAL MEDIA (12:45-1:30PM)
According to SocialMediaExaminer.com, 93% of B2B marketers use social media to market their businesses. This session will examine how one B2B marketer, Xilinx, built a social media program to engage its diverse customer base across several industries. Their challenge was to build a program that would be relevant and yet, technically credible to their engineering community. Xilinx will present a case study on how they developed their social media strategy, lessons learned and how to evolve the program to stay current within this dynamic space.

Speaker:
Kyra Whitten
, Senior Director, Worldwide Communications, Xilinx, Inc.


IV. INTEL: HOW SUPERIOR DESIGN COMMUNICATES A SUPERIOR BRAND EXPERIENCE (1:30-2:15PM)
Consumers are tuning out paid media. That’s made earned media, from word-of-mouth and expert opinions, crucial – but not the only option for making brands transparent, engaging, provocative and accommodating. Consumers know that design is an amplifier of a brand’s values. Owned media - a brand’s website, packaging, logo, and visual presence - can reflect a superior brand experience in values, customer service, quality as well as innovation. This provocative presentation, will showcase why putting strategy and design at the heart of marketing campaigns results in the purest and most credible manifestation of brand values. 

Speakers:
Liz Solomon, Account Director, Red Peak
Christine Vermes, Director of Brand Marketing, Intel


V. IDEAS FOR FUTURE MEETINGS
(2:15-2:30PM)
This session will call on all members to provide suggestions for topics for future committee meetings and any other committee business.

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