Business-to-Business
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Theme: Digital & Social
NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. 3M: DIGITAL EXCELLENCE TRANSFORMS CUSTOMER ENGAGEMENT AND DRIVES ECOMMERCE GROWTH (10:00-11:00AM)
As a B2B powerhouse, 3M has long been deeply embedded in its customers' businesses, a critical partner in improving processes and outcomes. Decades ago, that meant "following the smokestacks": Going to where the work was, observing that work closely, and discovering opportunities to develop innovative products that drive improvement and productivity. Now, in the digital age, 3M applies similar principles in new channels and platforms to drive social engagement success and fuel growth through eCommerce programs. In this presentation, Amy Lamparske, Social Business Leader – 3M will draw from the past five years of digital best practices and eCommerce execution in diverse go-to-market models. She will also discuss social engagement initiatives across B2B forums, blogs and social media platforms that have led to 3M brand revitalization.
Speaker:
Amy Lamparske, Social Business Leader – 3M
II. CASTROL: THE GREEN BOOK GOES DIGITAL (11:15AM-12:15PM)
Castrol Lubricants, a division of BP, is one of the world's leading international lubricants companies with a strong business-to-business presence. The Castrol Heavy Duty Green Book, which has served as the primary resource for their salespeople, distributors and customers since 2002 was in need of a refresh. In this session, Dave Berlin, Director of Digital Business Development, BP Lubricants – Castrol, will share how they created their new on-line catalog and resource center and how they are maintaining share of mind with their business-to-business customers.
Speaker:
Dave Berlin, Director, Digital Business Development, BP Lubricants – Castrol
LUNCH (12:15 – 1:15PM)
III. MEMBER ROUNDTABLE DISCUSSION (1:15-2:00PM)
In this session, ANA Business-to-Business Committee members will be asked to discuss their approach to digital and social marketing in business to business and participate in a Q&A on best practices. This is also a great opportunity to learn from your peers at other companies.
Facilitator:
Janine Martella, Director, Committees & Conferences – ANA