Business-to-Business

NETWORKING BREAKFAST (9:00 - 9:30)
INTRODUCTIONS (9:30 - 9:45)


I. CLIENT PROGRAMS THAT DRIVE LOYALTY AND PROFITABLE GROWTH (9:45 - 10:45)
Referencing his groundbreaking book, The B2B Executive Playbook, Sean Geehan will describe the framework and key principles used in developing a playbook for creating strategic relationships that yield powerful business results. Audiences learn significant impacts Market Alignment can have on your organization and proven approaches to:

• Engage your most valuable customers in highly relevant and meaningful ways that differentiate you from other providers and systematically build deeper relationships and loyalty.
• Generate powerful, direct market insights used to align your executive team with the marketplace in order to make strategic decisions and better allocate limited resources for significant business results.
• Link customer programs directly with organizational priorities to ensure maximum impact and relevance to the organization's success as well as eliminate existing redundancies and reduce less significant efforts.

Speakers:
Sean Geehan, Author, The B2B Executive Playbook and Founder, The Geehan Group


II. GROUP DISCUSSION: CONTENT MARKETING STRATEGIES (11:00-12:00)
Content marketing remains a top priority for marketers in 2012. Nine out of ten organizations market with content marketing, employing eight different content marketing tactics to achieve their goals. Additionally, B2B marketers, on average, spend over a quarter of their marketing budget on content marketing. In this interactive group discussion, members will discuss trends, share experiences and lessons learned in content marketing, as well as share ideas and plans for content marketing strategy in 2012.

Facilitator:
Bill Stabile, Senior Director, Brand & Marketing Communications, Siemens Corporation and Chair, ANA B-to-B Marketing Committee

LUNCH (12:00 - 1:00)

III. HARNESSING THE POWER OF NEWER MEDIA PLATFORMS FOR MORE EFFECTIVE B2B MARKETING (1:00-2:00)
Learn how your peers are navigating the explosion in newer media platforms. "Harnessing the Power of Newer Media Platforms for More Effective Marketing," is an exclusive survey from the ANA, exploring the use of search, social networks, user-generated content, podcasts, blogging, and more. Results of this survey will be presented, debated and discussed. We will address issues including marketers' usage of newer media platforms, spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix.

Speaker:
Jacinta Girmscheid, Market Research Manager, ANA