Business-to-Business

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


I. USG CORPORATION CASE STUDY: WEIGHT HAS BEEN LIFTED (9:45 - 10:45)
USG is a leading producer of building materials for environments from major commercial developments and residential housing to simple home improvements. We will hear a case study on their recent B2B campaign, "Weight Has Been Lifted", aimed at introducing and enticing trial of a new lightweight wallboard product to construction workers across the US.

Speaker:
Tanya Earley, Director, Channel and Field Marketing, USG Corporation


II. LIBERTY MUTUAL: A BOLD, NEW INTEGRATED CAMPAIGN FOR 2012 (11:00-12:00)
Liberty Mutual, the third-largest property and casualty insurer in the U.S., will discuss their latest ad campaign that includes print, display, web and social elements. They will talk about strategy, execution, initial results, lessons learned and best practices for delivering consistent, effective B2B messaging across multiple channels.

Speaker:
Corinne Wyard, Vice President and Manager, Brand Management and Marketing, Liberty Mutual Group
Kristin Toli, Senior Marketing Communications Manager, Liberty Mutual Group


LUNCH (12:00 - 1:00)
Group discussion session - TBD


III. GOOD PRODUCTS DON'T SELL THEMSELVES: HOW B2B MARKETERS CAN INCREASE DIGITAL ROI (1:00-2:00)
This session will introduce a methodology that B2B marketers can follow in order to increase their chances for a better ROI when using digital media. It will cover the strengths and weaknesses of different media channels and how to build a successful multi-media campaign. Additionally, it will cover specifics around segmentation, profiling, the ingredients needed to build a successful campaign and why some campaigns fail. Finally, we will see the theories in action, with several real world examples in the B2B space.

Speaker:
German Sacristan, Return on Marketing Investment Developer, Manager, America's Region, Eastman Kodak Company