Business-to-Business

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NETWORKING BREAKFAST (9:00 – 9:45am)
INTRODUCTIONS (9:45 – 10:00am)


I. Change: The Ultimate Test of Great Marketing (10:00 – 11:00am)
Great brands drive change that redefines perceptions, reinvents buying processes, and at the highest level reimagines categories. As it turns out, that’s just what buyers are looking for. Using research from their recent B2B buyer survey and stories from the PJA award-winning podcast The Unconventionals, Mike O’Toole and Matt Grant, will share insights into the minds of B2B buyers along with effective strategies for branding for change. These strategies include harnessing the crazies that love your business, finding the Darwinian gaps that lead to market-changing innovations, and placing mission at the center of your marketing vision.

Mike O'Toole

President
PJA Advertising & Marketing

Matt Grant
CMO-in-Residence
Aberdeen

II.  Achieving Impossible Odds with Marketing and Sales Enablement (11:00 – 12:00pm)
Hear an authentic perspective on establishing brand consideration in an inaccessible market with a threadbare budget using variable cost operations all the while dealing with impatient salespeople in a company unfamiliar with integrated marketing and know how. Discuss the importance of “stimulating” salespeople in ways only marketers can via accountability, broader networks and industry influencers. How does one overcome challenging B2B marketing odds in a dull financial services segment?—conviction and laser focus, research, user-friendly software and outsourcing.  Learn how you can apply these insights to your own organization.

David Ross
Global Head of Marketing
Viteos Fund Services


III. Bridging the Emotional Divide:  The Path to B-to-B Brand Leadership (12:00 – 1:00pm)
A new Gartner cross-industry study finds that “B-to-B customers are significantly more emotionally connected to their vendors and service providers than consumers.” In a B-to-B marketing world often ruled by a pragmatic view of buyer journeys and decision making, this may seem surprising. But across the B-to-B brand landscape, evidence is mounting that the right balance of emotional and pragmatic appeal is pivotal to leadership and growth.

This presentation by Tom Stein, Chairman and Chief Client Officer at global B-to-B agency Stein IAS, covers the latest thinking and applicable insights into how brands are enlivening rational entreaty with emotional appeal, as well as how B-to-B marketers can achieve differentiation by appealing to minds and hearts.

Tom Stein
Chairman and Chief Client Officer
Stein IAS


IV. ANA Business-to-Business Committee Update (1:00 – 1:30pm)
Update on the ANA's business-to-business plans for 2018, including:

  • 2018 B2 Awards program, new direction, judging/jury process.  Entries open on December 4th and close on February 28th.
  • 2018 Masters of B-to-B Marketing Conference - June 6-8 in Chicago, IL.
  • B-to-B Committee Direction, Priorities, Mission
  • ANA B-to-B Team Changes

Bill Tucker
EVP
ANA Business Marketing

Bill Zengel
Vice President
ANA Business Marketing


NOTE:  A working lunch will be served.