Committees | Events & Webinars | Business-to-Business | ANA

Business-to-Business

This event is over.


 

NETWORKING BREAKFAST (9:00–9:45AM)
WELCOME AND INTRODUCTIONS (9:45–10:00AM)


SESSION #1:  Content Matters (10:00 – 10:45AM)
Everyone is telling you that you need more and more content in order to grow your business. But you’re not sure if more is better or how to ensure you are getting the right content in front of your potential clients.

In this session, Mike Paradiso, VP, Advertising, Content & Messaging, who is responsible for delivering corporate and solutions level content across a variety of mediums that align to overall brand and messaging strategy, will outline why it is important to own the creation of the corporate collateral strategy and assets to drive awareness and delivery of strategic themes and messaging. Further he will use case histories to demonstrate that the reason B2B content is so important is because that’s how your potential clients are judging you, and more importantly, finding you now.

Session Lead:

Mike Paradiso
VP, Advertising, Content & Messaging
CA Technologies


SESSION #2:  Sales and Marketing Alignment? (10:45 – 11:30PM)
Marketing and Sales alignment is potentially the largest opportunity for improving business performance today. When marketing and sales teams unite around a single revenue cycle, they dramatically improve marketing ROI, sales productivity, and, most importantly, top-line growth. It is all about team agreement on common goals, strategies and success metrics.  The Problem: Sales is From Mars, Marketing is From Venus

Additionally, B2B companies have typically struggled to connect data with their marketing efforts. Lots of data is available, but defining which metrics matter for a business often proves to be a greater challenge.   
CMO John Petralia has faced both of these scenarios.  As a result he will share his personal insight and the way in which he faced these challenges, providing an inside picture at how others might successfully do the same.

Session Lead:

John Petralia
CMO, Chief Marketing and Communications Officer
Aligned Energy

 

SESSION #3:  The Fundamentals of Storytelling in Content Marketing. (11:30  12:15PM)
Content methodology is a process to continuously improve the effectiveness of a company’s content across the enterprise. A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.

Joe will discuss the direction your content marketing must take, including the intersection of topics your brand can own—be it entertainment content, educational and informative content, or utility content—and what your audience seeks. Plus the importance of storytelling; specifically how this technique brings everything together.

Session Lead:

Joe Lazauskas
Editor-in-Chief
Contently and The Content Strategist


Lunch (12:30 – 1:30)


SESSION #4:  Vodafone (1:30  2:15PM)
Presentation TBD

Feedback/Next Steps (2:15 – 2:30PM)
Committee member input as to group direction, topics to be covered, etc.