2017 Masters of B2B Marketing Presented by ANA’s Business Marketing Association

Change by Design

In today’s challenging business environment, success requires a persistent focus on change management. By exploring news ways to deliver customer service, strengthen customer interactions, and introduce new products to new markets, organizations can maintain a distinct competitive edge and grow the bottom line. The 2017 Masters of B2B Marketing Conference, presented by the ANA’s Business Marketing, will provide the know-how you need to create a vision for change that brings about far-reaching benefits for companies and customers alike. Here’s what’s planned:

  • Day one: The business risks of maintaining the status quo, and why change demands that employees learn new skills and exercise their creativity to the benefit of the organization.
  • Day two: The success factors that drive change and make it stick, as well as marketing’s role in making change happen.
  • Day three: Practical steps, guides, and ideas to help you take the first step in the change journey, based on the critical insights from the first two days.

This great learning and networking event, the largest of its kind in the world, brings together the brightest minds in business marketing. It also includes the annual B2 Awards Gala, which recognizes some of the top-performing business marketers in the industry.

Conference Hosts:

Carla Johnson
Keynote Speaker. Author. Storyteller. Creative Explorer.
Type A Communications

Bill Tucker
Executive Vice President
ANA

The hashtag for this conference is #ANAB2B.

when

Start: Wednesday, May 31, 2017 at 9:00am

End: Friday, June 2, 2017 at 12:00pm

WHERE

Sheraton Chicago Hotel & Towers
301 E North Water Street
Chicago, IL 60611

The ANA has negotiated a special room rate of $239-349/night. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email. The cut-off date is Monday, April 17 2017 by 5:00PM local time at the Hotel, after which prevailing rates apply.

Registration Pricing

Early-bird pricing is in effect through 03/31/2017
ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
Conference Registration ANA $1,095 Associate Gold $1,095 Associate Silver $1,195 Associate Individual $1,195 Non Member $1,395

ANA Members & Associate Gold Members may take advantage of special corporate pricing of $2,985 for up to 3 members from the same company. Please note that no refunds of any kind are available for corporate packages, and we cannot split payments between credit cards. Please click here to take advantage of this special rate. Please visit our website at http://www.ana.net/members/associatelist to see if your company is an Associate member and here at http://www.ana.net/members/list to see if your company is an ANA member.

For issues processing your registration or other frequently asked questions, please refer to  this page.



Agenda

TIME EVENT DETAILS LOCATION
Wednesday, May 31, 2017
9:00am Breakout Sessions

Choose between four breakout sessions. Sessions run from 9am-12pm and will include a boxed lunch.

Breakout 1-A

GET YOUR STORY STRAIGHT- HOW TO HUMANIZE YOUR PRODUCT, SERVICE OR DESIGN

People don’t buy your product or service, they buy the story that’s attached to it. So it’s best not to start with the data. Because despite the facts on your side, people don’t always believe the numbers. So where should you start? How do you capture the imagination? What creates empathy and relevance? Especially when your product is disruptive, world-changing, or challenges the status quo. Discover what makes a story believable, when inventing the future.

In this workshop, you’ll learn how to communicate world-changing ideas and innovation from a two time TEDx speaker, featured in Fast Company, TIME, and Wired who is also left-handed, color-blind, and eats more chocolate than the average human.
Takeaways from this workshop include:

• How to tell your personal story in less than 2 minutes
• 3-part framework for getting your business story straight
• How to transform dry facts and data into a compelling narrative
• Storytelling techniques that make your breakthrough ideas stick
• How to increase the perceived value of anything you’re working on

Michael Margolis
CEO Get Storied
Sheraton III
Breakout 1-B

SEVEN DESIGN TRICKS TO MAKE YOU TWICE THE MARKETING GENIUS YOU ALREADY ARE

Aside from being a fun way to spend three hours, this workshop will provide practical experience in some basic tricks of the designer's process to help you sharpen and expand your marketing skills. Neil Stevenson (Executive Portfolio Director) and Clark Scheffy (Partner, Managing Director) from IDEO, the award-winning global design consultancy, will facilitate. In this workshop, you will learn new ways to gain useful insights, how to run a design process as an approach to building a marketing plan, gain practical experience trying out some of the techniques, and leave with some new ideas to take with you.

Clark Scheffy
Partner, Managing Director IDEO San Francisco
Neil Stevenson
Executive Portfolio Director IDEO San Francisco
Sheraton I & II
Breakout 1-C

BUILDING ENDURANCE: AN INTRODUCTION TO AGILE MARKETING

Our audiences love content, and we love producing it for them.  But the demand for new forms of content at an increased quality and frequency has our teams working harder than ever.  We need to find a suitable pace to give us the ability to regularly publish great content over the long haul.  It is time to embrace more efficient marketing practices to help us reach our goals and our audiences.

Jeff Julian, CEO/Co-founder of Squared Digital, will present an approach to content creation he has used for over a decade commonly known as Agile Marketing.  Using the Agile principles, you will get hands-on experiences with planning and developing your content in a team-based and energetic environment.  Flexibility is required, but running shoes are optional.

In this workshop, we dive deeper into the following areas when doing group exercises to ensure everyone understands the process:

  • Current Problems with Content Planning
  • Introduction to Agile Terms and the Scrum Process
  • Persona Development
  • Content Backlog, Content Item, and Task Creation
  • Estimating Content Items and Tasks
  • Time Boxes and Planning
  • Personal Planning Tools

Jeff Julian
Co-Founder EnterpriseMarketer.com
Sheraton IV
Breakout 1-D

COMMUNICATING LIVE IN A DIGITAL WORLD

Have you ever earned a promotion because of a brilliant email?  How about closed an important deal via text?  Do your clients and colleagues love you because of those amazing voicemails you leave?

Hardly. Business is, and always will be, a personal thing.  In today’s global economy, it’s not the smartest, hardest working or most technically savvy who succeed.  Instead, it’s the people with dynamic and honed communication skills.  Those who communicate strategically, effectively and persuasively—every day, in every situation.

Learn the skills and strategies that come naturally to the best communicators, from someone who can’t do math but can communicate with the best of them.  Join Jodi Glickman, founder and CEO of Great on the Job, author of the critically acclaimed book by the same name and a regular contributor to Harvard Business Review, to learn how to:

  • Get everyone to take your calls
  • Get anyone’s attention (in 30 seconds or less) in any medium
  • Exceed your boss’ (or board’s) every expectation
  • Find out what everyone (really) thinks of you
  • Get the work you want, not the work that comes your way

Jodi Glickman
President & Founder Great on the Job
Sheraton V
12:00pm Breakout Sessions Adjournment

1:00pm General Session

Opening Remarks

Bob Liodice
Chief Executive Officer ANA
Chicago Ballroom
1:40pm

MARKETING, WITH WATSON

It's no longer enough to be a digital marketer. Every marketer must become a cognitive marketer. IBM's Jon Iwata will share how marketing is changing in an era of data, artificial intelligence and the challenge of building trust in uncertain times.

Jon Iwata
Senior Vice President, Marketing and Communications IBM
2:30pm

DISRUPT YOU: INNOVATIVE PERSONAL BRANDING TO GENERATE MORE POWER, OPPORTUNITY AND ADVENTURE

In today’s business world brand identity is key. As a marketing leader, you have a brand whether you can be found actively engaged creating it or not. Just as a company will harness your skills as a marketing and branding expert to create a powerful brand, marketing leaders have an opportunity to do the same for themselves as a connected human being, not only helping yourself but your employer at the same time. Being famous is not a prerequisite to enjoying a potent personal brand. Discover the keys to crafting a powerful personal brand and unlock an extraordinary career and deeply fulfilling personal life.

Tamara McCleary
CEO Thulium.co
2:55pm Coffee Break  

3:30pm

SHIFT THINKING: HOW to BUILD BRAND ORBITS

Marketing strategy is undergoing tech-tonic shifts, and as the earth moves beneath our feet, we must update our mental maps to engage prospects, earn loyalty and energize teams. What we do makes us good, but it is how we think that makes us remarkable. This illuminating talk will reveal the mental models of marketing that have grown outdated and introduce the concept of Brand Orbits, a powerful model for thinking about marketing in a digital age. Learn how to generate gravity around a shared purpose and pull people into your ORBIT, an Ongoing Relationship Beyond Individual Transactions. You won't see your business the same way again.

Mark Bonchek
Chief Epiphany Officer Shift Thinking
4:20pm

SUCCESS IS SIMPLY HUMAN

Organizations across the globe are transforming at a pace never seen before. Marketplace transformation. Business model transformation. Generational transformation. Digital and technological transformation. The drumbeat of change is both steady and steadily accelerating. It’s why organizations of all kinds and sizes need to focus more than ever on the people component in order to achieve the greatest impact on future growth. Kerry Sain, Chief Revenue Officer at human capital management leader SAP SuccessFactors, will address why marketers need to be designers and drivers of change by aligning brand, values and culture…and putting them center stage. Kerry believes the "notion" that people are the heartbeat of every organization needs to be given more than lip service. She makes a forceful case that when people are all-in, feeling supported, trained, rewarded and motivated, they do what it takes to win. In Kerry’s view, while the challenges of transformation are great, the path to sustainable success is simply human.

Kerry Sain
Chief Revenue Officer SAP SuccessFactors
6:30pm Reception

Sheraton/Chicago Foyer
7:30pm B2 Awards & Evening Entertainment

Chicago Ballroom
Thursday, June 1, 2017
7:30am Breakfast  

Sheraton Ballroom
8:30am General Session

Chicago Ballroom
8:40am

NAVIGATING THE CLIMB BY BUILDING A BETTER YOU

The business world has long referred to itself as either "B2B" or "B2C". But Bryan Kramer argues that it's humans who do business with humans – not companies – and in 2014, his "H2H", or "Human to Human" movement, inspired the world to humanize the way companies operate.

Now three years later, individuals are realizing that to strategically climb in their career, they need to get clear about why they do what they do, and be "self-marketers" of their own personal brand in order to stand out for what they stand for. In this information-packed talk, Bryan will walk you through why now is the time to be personally armed to weather any unforeseen change in your business, how to define yourself clearly, and what tools and processes you can implement to climb your career ladder with more ease.

Join Bryan as your personal change agent and personal marketing consultant, and learn the steps to take control of how others see your most valuable asset – you.

Bryan Kramer
CEO PureMatter Brand Marketing
9:25am

WHEN MARKETING BECOMES THE GROWTH ENGINE

How does a large conglomerate that has grown successfully annually for twenty straight years, from $2 bln to $41 bln, move from a being a successful supply-oriented organisation  to a  customer-centric one? How does Marketing whose role was essentially to “sell what the factory produces” discover its true potential and move to a position of deeply understanding customers and their demand, developing insights,  designing solutions and then leading the whole organisation to deliver them? How does Marketing take its place as the engine for the next phase of rapid, profitable growth? Where does one start in the journey and how does one overcome the inevitable challenges of inertia, lack of awareness and capability- all in a rapidly changing external environment?

Prakash Nedungadi will share how over the past 4 ½ years as Group Head for Customer Insights and Brand Development for the Aditya Birla Group he has tackling these issues within a global conglomerate. While his journey is not over by any means, he will outline the challenges he has faced, the experiments he has tried and the successes and failures he has had as they are key lessons for any Marketing Leader who is on the quest to lead his entire organisation, not just his Marketing team, towards a culture of Customer Centricity and Marketing success.

Prakash Nedungadi
Group Head for Customer Insights and Brand Development The Aditya Birla Group
10:10am Coffee Break

10:40am General Session Cont.

Chicago Ballroom

DIGITAL TRANSFORMATION – THE CHANGE IT’S DRIVING

We live in a world gone digital, social and mobile. Today’s buyers have nearly unlimited access to information and people. They have more choice and louder voice. It’s no longer word of mouth; it’s world of mouth.

Buyers are empowered, but overwhelmed. You are competing for attention. The buying process has changed more in the past 10 years than the previous 100 year; more in the past 5 years than the previous 50. Marketing gets this, but broadly, sales doesn’t.

86% of CMOs say marketing will own the customer experience by 2020. CEB research shows that 53% of customer loyalty is driven by a salesperson’s ability to deliver unique insight to the customer. Increasingly, these insights must be delivered digitally and in social networks. Salespeople need to be visible and valuable where their buyers are learning. This requires a new mindset, an expanded skillet, and an enabling toolkit.

In this session, we will cover what best-in-class sales and marketing leaders are doing to stay ahead of the curve.

Jill Rowley
Evangelist & Startup Advisor #SocialSelling

THE CMO CHANGE AGENT: HOW TO LEAD CHANGE IN COMPLEX ORGANIZATIONS

The way marketers used to operate was to make decisions annually, wait for the dust to settle, and adjust plans accordingly. Not anymore. The rise of data-driven decision making affords every CMO the opportunity to be far more accurate and real-time in their investment and strategy decisions. But this represents a major change in “business as usual,” and a huge opportunity for Marketing to take a leadership role in the organization. How can CMOs drive change in companies where it’s often difficult to earn trust and prove impact? In this session, two leading CMOs will share their real-world strategies for becoming change agents within their organizations. Join Fuze CMO Brian Kardon and Allocadia CMO James Thomas as they share how to:

- Cement trust between Marketing, Sales, and Finance to drive operational alignment.
- Track and prove Marketing’s impact on the business across global teams and complicated tech stacks
- Put the promise of data-driven marketing into action in your next board meeting, planning session, and budget decision

It’s time for CMOs to move faster, make better decisions, and inspire the rest of the organization in turn. It’s time to become change agents.

Brian Kardon
CMO Fuze
James Thomas
CMO Allocadia
12:30pm Luncheon

Sheraton Ballroom
1:30pm Luncheon Speaker

CHANGE YOU CAN BELIEVE IN- STORYTELLING STRATEGIES FOR LARGE-SCALE CHANGE ADOPTION

Nobody likes a change story. What we really want is a continuity story. To know at the end of the day that it’s all going to make sense. Yet change is what’s before us. So how do we make sense of this transformational change for our organization? And more importantly, how do we communicate this change to all of our people, teams, and stakeholders? How do we address the fear, disbelief, and resistance that comes with any big change?

In this keynote, Michael will share insight he has learned as an educator, cultural anthropologist, and best-selling author. The son of an inventor and artist, who is also two time TEDx speaker, and has been featured in Fast Company, TIME, and Wired, Michael is obsessed with how to communicate world-changing ideas and innovation.

Luncheon attendees will learn:
• How to tell an impactful story in less than 2 minutes
• A 2-part storytelling framework to dramatically convey the change Storytelling techniques are undergoing as a result of organizational transformation
• How to make room for the past, even as you embrace the future
• Storytelling as a leveraged tool for the future of our field

Michael Margolis
CEO Get Storied
2:00pm General Session Cont.

Chicago Ballroom
2:20pm

SESSION DETAILS TO COME

Samantha Dawkins
Vice President, Client Strategy & Advocacy ADP
3:05pm Networking Coffee Break  

3:30pm General Session Cont.

Chicago Ballroom

HOW TO COMPETE IN A WORLD OF CONSTANT CHANGE. DO LESS, BETTER

Competing to win today means that B2B marketers must unearth insights that prove marketing's business value...in a long, fragmented, complex buyer’s journey.   Additionally - the business world is changing and the speed of change is twice as fast as it was just three years ago. In fact, only 24% of the Fortune 500 companies from 25 years ago are still in business.      

So how do B2B marketers create the vision and programs to drive critical change?  Learn from research compiled from over 30 senior marketing leaders how to: 

  • Mine the right secrets of data to make the case for change
  • How to measure key metrics in order to prove change is having impact
  • How to use that data to change your marketing approach in order to compete.
  • Plus - learn how to pinpoint where good advertising dollars are wasted - and how to change the client-agency-media dynamic.  

Join Thad and Kelly as they dive into how to compete and capitalize on the ever-changing landscape in today's market.

Thad Kahlow
CEO BusinessOnline
Kelly Kyer
Global Director, Technology Vertical Marketing LinkedIn
5:00pm Networking Cocktails  

Sheraton/Chicago Foyer
6:00pm Dinner on your own

Friday, June 2, 2017
7:30am Breakfast

Chicago Ballroom
8:30am General Session

Chicago Ballroom
9:05am

5 STEPS TO STARTUP SUCCESS

Most business owners start their companies with the best of intentions. They are passionate about developing a product or service to fill a marketplace void. What happens between thinking of an idea and launching a company is where most business owners make their biggest mistakes.

Brian will address why do people think it’s reasonable to invest their time, money and other resources into starting a business without fully mapping out what it will take to make their company successful? He will talk about the keys to successful planning:

1)      Have a Vision – When you come to forks in the road, which way should you turn.

2)      Create an Operational Plan – Your operational plan is like a GPS; what do you need to do to achieve your yearend objectives. Use “What If” scenarios to regularly test your plan.

3)      Understand the Competitive Landscape – Know your competition and how to beat them. What is your USP (Unique Selling Proposition)?

4)      Make Changes When Necessary – When you hit a dead end, and you will, do you have a Plan B, C, D, and E?

5)      Don’t Go It Alone – you don’t have all the answers. Seek help when you hit an obstacle by having the best people possible on your advisory board and talking to them often.

Brian Moran
Founder & CEO small business edge
9:50am

THE [DIGITAL] CMO IMPERATIVE

Today we’re faced with an abundance of data, and BIG Data is the shiny new penny. YET executives still express frustration when making major business decisions; feeling they either don't have enough data OR the right data. With all this talk about data, where is the perspective of experience? At the risk of making the "perfect" decision, we may be overemphasizing the need for more or better data and not on the variable that distinguishes us from robots and software algorithms -- human experience or simply: our gut instinct. This presentation will review today's decision-making process, the part gut instinct plays, and our role as market leaders to cultivate the human point of view in ourselves and for our teams.

Jennifer Fondrevay
Vice President, B2B Marketing & Communications Apollo Education Group
10:10am

INFLUENCER MARKETING: HYPE OR HOPE FOR B2B?

Think of the last time you made a decision to buy a business product or service. What were the major influences on that decision? B2B buyers do research, create specifications and might even form a committee. Without realizing it, most are influenced by peers, industry experts and others who they trust.

But how can B2B brands make an intentional effort to collaborate with the right influencers in a way that is genuine and believable to their buyers?

In this presentation you hear the results of recent research on enterprise influencer marketing from Altimeter, TopRank Marketing and Traackr outlining key trends, goals, budgets and best practices. You will also hear how enterprise level B2B marketers like Dell, SAP and Oracle are incorporating broad and niche influencers to scale quality content that attracts, engages and converts more buyers. Key learnings from this session include:

- What influencer marketing actually means for B2B companies
- How B2B marketers can catch up to and surpass B2C influencer marketing trends
- How to integrate influence into an optimized, socialized and publicized content marketing mix 
- Essential goals and measurement strategy for influencer driven content programs

Lee Odden
CEO TopRank Marketing
10:55am

SESSION DETAILS TO COME

Lauren McCadney Williams
Director, Marketing Delivery CDW
11:30am Conference Adjournment


Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. A 50% refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference start date. No refunds will be granted for any cancellations received after the conference start date or for 'no shows.' Corporate packages are not eligible for cancelation. Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Please contact the hotel for further details.

Miscellaneous:
     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.