Business-to-Business

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


I.  HOW LINCOLN FINANCIAL PUT AMERICA IN CHARGE (9:45-10:45AM)
Economic uncertainty has become a harsh reality for many Americans. But rather than play off of people's fears, as many financial institutions have, Lincoln Financial created the rallying cry "You're in Charge." The strategy paid off, its "Chief Life Officer" integrated campaign yielded strong results as well as industry accolades. Attendees will get an in-depth look at the ins and outs of this award-winning effort.

Speakers:
Jamie DePeau, Senior Vice President/Chief Marketing Officer, Lincoln Financial
Keith Turco, President, gyro NY


II.  THE NEW MARKETING ROLES IN B2B MARKETING (10:55-11:50AM)
Marilyn Reap, Research Director, SiriusDecisions will share research on how CMOs see the new and changing B2B marketing roles and what this means for marketers. Social media, customer marketing and marketing technology were the newly created roles cited most often in this study. See how you can utilize these roles to gain insights into the buyer experience and develop broader demand creation activities.

Speaker:
Marilyn Reap, Research Director, SiriusDecisions


III.  OPEN FORUM: CONTENT STRATEGY FOR B2B MARKETERS (11:55AM-12:40PM)
Open Forum, by American Express, is a robust online community of small business owners who are able to exchange insights, get expert advice and build connections to help power their businesses. Learn about how the OPEN Forum team thinks about creating, distributing and measuring the success of their content and key elements to consider along the journey towards building a digital newsroom.

Speaker:                                                                                                                                                                                                                                            Jenn Eldin, Senior Manager, OPEN Forum, American Express OPEN

LUNCH (12:40 – 1:30PM)


IV. MARKETING 2020 - ORGANIZING FOR GROWTH (1:30-2:30PM)                                                                                                                                       The ANA is partnering with EffectiveBrands, a global marketing consultancy, to conduct The Marketing 2020 – Organizing for Growth study.  This important industry initiative will focus on identifying how marketing can best focus and organize to support business growth. The study findings will offer ANA CEOs, CMOs, key brand leaders and their teams both a strategic framework and practical guidelines to ensure that marketing strategy, structure and capability are fully aligned to grow the business.

In this session, Marc Swaan de Arons, Chairman– Effective Brands will provide ANA Business-to-Business Committee members an overview of the study's objective and conduct a roundtable discussion for members to provide key input on the following four topics:

1) The role of marketing in delivering the business strategy

2) The best way to structure the marketing department

3) How to build the capability - equipping the marketing function for success

4) How to emulate the leadership skills, competencies and behaviors of winning CMOs

Speaker:                                                                                                                                                                                                                                              Marc Swaan de Arons, Chairman– Effective Brands