2018 Masters of B2B Marketing

The 2018 ANA B-to-B Masters of Marketing Conference is themed Growth: Driving Results and Marketing Value. You will hear from leading CMO’s, technology companies executives, B-to-B agency leaders and select B-to-B industry leaders sourced  from across the major sectors of industry.  They will share their inspirational approaches to effective, results-driven brand marketing. 

With the increased complexity and dynamism in business-to-business marketing, marketers are required to apply new and different strategies needed to effectively reach buyers requiring marketers to be disruptors, innovators, and to leverage next generation technology and approaches.  The conference will provide powerful  insights into the approaches that successful B-to-B companies have taken to create, deliver, and profitably harvest value.  Our conference speakers, will share their experiences, taken from their strategic marketing efforts, to provide insights and inspiration.  We will also showcase the redesigned 2018 B2 Award winners at a fun networking oriented Gala where we will share insightful, winning case studies in all areas of B-to-B marketing and celebrate the winners.

Registration for the Masters of B2B Conference also includes entrance to the B2 Awards Gala dinner. You do not need to register for the gala separately if you are attending the Masters of B2B Conference.

Conference MC:
Bill Tucker
Executive Vice President
ANA

when

Start: Wednesday, June 6, 2018 at 9:00am

End: Friday, June 8, 2018 at 12:00pm

WHERE

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue
Chicago, IL 60611

The ANA has negotiated a special room rate of $260/night. To make your room reservation, please click here. You may also call the reservations department at 312-836-0100 and reference the ANA Masters of B2B Marketing Conference. The cut-off date to obtain the ANA rate is Monday, May 21, 2018, after which prevailing rates apply. Please notify the hotel of any special needs that you may have.

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
REGISTRATION ANA $1,395 Associate Gold $1,395 Associate Silver $1,495 Associate Individual $1,495 Non Member $1,695

ANA Members & Associate Gold Members may take advantage of special corporate pricing of $2,495 for up to three members from the same company. Association Silver Members may take advantage of special corporate pricing of $2,995 for up to three members from the same company. Non-Members may also take advantage of special pricing of $3,295 for up to three 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, June 6, 2018
9:00am Registration Opens

10:00am Conference Kickoff Sessions

The conference will kick off with two simultaneous sessions. Each will run for an hour (10-11AM) and then each will be repeated (11AM – 12PM), ultimately providing conference goers the opportunity to attend both sessions. The sessions are TBC.

Session 1: DRIVING MEASURABLE GROWTH & VALUE CREATION THROUGH IMPROVED MARKETING & SALES INTEGRATION

This discussion will highlight 5 steps to help you to improve your alignment and integration with Sales and Business leaders. It is designed to provide a practical framework (with examples) that will help you increase measurable value creation and marketing relevance within your organization.

John Petralia
Managing Partner Catalytik Partners

Session 2 Details TBA

12:00pm Lunch on your own

1:00pm General Session Begins

OPENING REMARKS

Bob Liodice
Chief Executive Officer ANA

Conference MC

Bill Tucker
Executive Vice President ANA

DRIVING TRANSFORMATION AND ELEVATING MARKETING’S ROLE WITHIN CISCO

Karen Walker is SVP and Chief Marketing Officer at Cisco, responsible for the company’s Marketing and Communications organization. Since becoming CMO two and a half years ago, Karen has completely transformed the marketing and communications function at Cisco to be a leader in real-time personalized marketing and communications. As part of the transformation, she’s invested heavily in marketing technology to build a multi-award-winning tech stack and continues to invest in change to drive accountability for the marketing function and growth for Cisco’s business. In 2017, she was recognized by Forbes as one of the World’s Top 10 Most Influential CMOs. Karen will share her experiences as a champion of data-driven marketing to elevate the role of the function within B2B organizations.

Karen Walker
Senior Vice President and Chief Marketing Officer Cisco

DRIVING PROFITABLE GROWTH AND B2B BRAND LEADERSHIP FOR COMCAST BUSINESS

Comcast Business is the fastest growing subsidiary of Comcast Corporation and offers crucial business tools to help organizations of all sizes. Denice Hasty leads B2B brand leadership and ensures profit growth across Comcast Business. Hear Denice’s insight into the strategies, challenges, and experiences driving marketing value in a fast growth environment.

Denice Hasty
Senior Vice President and Chief Marketing Officer Comcast Business
3:00pm Networking Coffee Break

3:15pm General Session Cont.

REINVENTING AN ICONIC 114 YEAR OLD MUTUAL INSURANCE COMPANY BRAND

Sentry Insurance is one of the largest and most financially secure mutual insurance companies in the United States. With the help of Gyro, Stephanie Smith led the complete reinvention of this 114-year-old brand. Stephanie will talk about the trends that drove this transformation as well as the challenges and successes she has experienced along the way. 

Stephanie Smith
Vice President, Marketing and Brand Management Sentry Insurance
Doug Kamp
Executive Creative Director Gyro Chicago/Denver

DRIVING MARKETING INNOVATION AND VALUE FOR STANLEY BLACK AND DECKER

Stanley Black and Decker is a leading global diversified industrial company specializing in tools and storage, security, and industrial products. Mike Simpson oversees marketing across the entire company worldwide. Mike’s experience includes the orchestration of marketing innovation and value across a highly diverse and complex portfolio of business.

Mike Simpson
Chief Marketing Officer Stanley Black and Decker
4:30pm Adjourn

6:30pm Reception  

7:30pm Awards Dinner Gala

The B2 Awards are back and bigger than ever for 2018. The ANA business-to-business prestigious award program recognizes and honors B-to-B marketers and B-to-B agencies who exhibit excellence in innovative global brand strategy, customer marketing strategy, integrated internal and external marketing communications strategy, e-business and/or new media strategy, and successful new product and service introductions. The B2 Awards Gala will celebrate and honor top awards such as Corporate Marketer of the Year (Large and Small), Agency of the Year (Large and Small), and Marketer of the Year.

Toni Clayton-Hine, Senior Vice President and Chief Marketing Officer at Xerox, is the B2 jury chair and Awards Gala host

The hashtag for this event is #B2Awards.

Registration for the Masters of B2B Conference also includes entrance to the B2 Awards Gala dinner. You do not need to register for the gala separately if you are attending the Masters of B2B Conference.

Thursday, June 7, 2018
7:30am Breakfast

8:30am General Session

CONDUENT: BUILDING A NEW BRAND AND COMPANY POST XEROX DIVESTITURE

At the start of 2017, Xerox officially divested its business services division to form Conduent. John Kennedy, Conduent chief marketing and communications officer, is responsible for overall marketing and communications, establishing the Conduent brand, and strengthening the link between marketing and sales for demand generation. Supporting this work is an ongoing effort to build a professional and disciplined marketing and communications function for the newly formed Conduent brand. Go behind the scenes of the world's largest provider of diversified business process services with John’s top-level insight into marketing and building a new brand.

John Kennedy
Chief of Staff Conduent

KINGSPAN + ERIC MOWER AND ASSOCIATES

Eric Mower and Associates will present a compelling case study with their client, Kingspan.

Suzanne Diaz
Marketing Manager, North America Kingspan Insulation
Tom Armentrout
Executive Vice President, Managing Director Eric Mower and Associates

THE NATION’S LONGEST RUNNING BANK BNY MELLON BRINGS BACK ITS FOUNDER ALEXANDER HAMILTON TO DRIVE BUS

Aniko DeLaney is the Global Head of Corporate Marketing for BNY Mellon, which had $33.3 trillion in assets under custody and/or administration, and $1.9 trillion in assets under management as of December 31, 2017. Aniko is responsible for BNY Mellon’s global corporate brand strategy, digital marketing, and market research. Aniko will share a compelling 360 degree cross-channel case study leveraging the BNY Mellon founder Alexander Hamilton. This work has been widely lauded as a breakthrough case demonstrating innovation and business results.

Aniko DeLaney
Global Head , Corporate Marketing BNY Mellon
10:30am Coffee Break

WHAT’S NEXT: HOTTEST TRENDS IN B2B MARKETING BROUGHT TO YOU BY LINKEDIN

LinkedIn serves the B2B marketing community as a content marketing platform, crucial resource for talent management, and as a tool to help enable better sales and marketing alignment. LinkedIn’s discussion will bring compelling new insights on trends that will be highly relevant for B2B marketers.

Tomer Cohen
Vice President, Product LinkedIn

TRANSFORMING EQUIPMENT DEPOT INTO A HUMAN AND EMOTIONALLY CONNECTED BRAND

Hue Du is a successful Sales and Marketing Executive with extensive automotive and material handling industry experience. She is the head of brand and marketing for Equipment Depot, America’s largest independent material handling and rental business. Hue will share her experience in transforming a low-interest, unassuming brand into a more sophisticated, emotionally-driven brand that now stands out in the marketplace.

Hue Du
Vice President, Marketing and Communications Equipment Depot
12:30pm

TABLEAU LUNCHEON: USING EVENT MARKETING TO ACTIVATE A PASSIONATE CUSTOMER BASE

Since its inception in 2003, Tableau Software has both enjoyed and been challenged by enormous growth – most tangibly evidenced by the transformation of its flagship event from a few hundred users getting together to talk shop, to a 15k+ attendee Data Analytics conference. This candid talk will peak behind the scenes at a company balancing a start-up mindset while building relationships with global enterprise customers, and how Tableau and GES have collaborated to make Tableau Conference one of the most fun and high-value tickets in the industry.

Amy Barone
Senior Director, Events and Customer Engagement Programs Tableau
Dax Callner
Chief Strategy Officer GES Events
2:00pm General Session Cont.

THE REWIRING OF GE POWER

As Chief Communications Officer, Greg is responsible for creating communications strategies that support GE Power’s global business priorities. He oversees all activities related to media relations, public affairs, thought leadership, employee and culture communications, corporate marketing communications, and digital/social. Greg will share insights into the “rewiring of GE Power,” both internally and externally. This business transformation is occurring at GE Power, as well as the entire GE company redesigns itself to meet the needs of the future.

Greg Gibbons
Chief Communications Officer General Electric Power

UNCORNERED-SOLVING GANG VIOLENCE, BUILDING A BRAND, AND MARKETING LESSONS FROM THE NON-PROFIT WORLD

You might wonder why a B2B Agency took on the marketing challenges of a non-profit committed to ending the systemic gang violence wracking our cities. It’s not as big a stretch as you would imagine. In fact, it had all the hallmarks of a classic business marketing challenge. Uncornered – an initiative to get gang members to choose college over the street corner – is about changing attitudes about a population that most people are quick to write off. It’s a marketing story about upending assumptions and reframing conversations. It’s a complex, high-ticket sale to a sophisticated audience. All familiar trademarks to B2B marketers.  

The speakers will share the Uncornered campaign, a truly integrated campaign with video, on-line, experiences, events, and press. Uncornered has gained national media attention in outlets such as The Atlantic’s CityLab, the New York Times, and the Washington Post.

Mark Culliton
Chief Executive Officer College Bound Dorchester
Mike O’Toole
President and Partner PJA Advertising
3:15pm Networking Coffee Break

3:45pm

VONAGE’S MARKETING JOURNEY AS IT PIVOTS FROM A B2C AND BECOMES A B2B COMPANY

Vonage is a leading provider of business cloud services transforming the way people work and businesses operate through a portfolio of cloud-based communications solutions. Ted leads all aspects of Vonage’s marketing strategy, and the company’s integrated marketing efforts as the company increasingly pivots to business-to-business. Ted will share how he is meeting this business challenge through innovation, creativity and the applications of insights and data.

Ted Gilvar
Chief Marketing Officer Vonage

Session Details TBA

Matt Preschern of CA Technologies and Tom Stein of Stein IAS will deliver a leadership discussion.

Matt Preschern
Senior Vice President, Global Demand and Performance Marketing CA Technologies
Tom Stein
Chairman and Chief Client Officer Stein IAS
5:00pm Reception

6:00pm Dinner on your own

Friday, June 8, 2018
7:30am Breakfast

8:30am General Session

ENERGY EFFICIENCY IN GOLF: THE PARTNERSHIP OF CONSTELLATION AND THE PGA

As the Vice President of Marketing and Corporate Sponsorships for Constellation, Kristina Gregory drives the overall strategic direction for Constellation’s branding and communications efforts. She is responsible for the development and implementation of marketing initiatives for the company’s sponsorship activations, including the PGA of America. Kristina will speak to the valuable partnership that Constellation has established with the PGA of America to show leadership in sustainability and environmental awareness across the industry and among golf fans. Kristina will present a case study on sponsorship activation that showcases how Constellation leverages this partnership to target golf courses to help reduce their overall environmental impact with Constellation’s energy efficiency solutions while supporting the PGA of America in the creation and promotion of their first ever social responsibility report. Kristina will discuss the innovative and customizable B2B and B2C messaging tactics her team employs such as consumer education programs and engaging digital media campaigns.

Kristina Gregory
Vice President, Marketing and Corporate Sponsorships Constellation

SESSION DETAILS TBA

Michelle Klein
Marketing Director, North America, Global Business Marketing Facebook
10:00am Networking Coffee Break

10:20am General Session Cont.

THE STARS AND “STORY BEHIND THE STORY” OF XEROX’S PROJECT: SET THE PAGE FREE

Hear the “Why” the “What” and the “So What” of this innovative omnichannel marketing initiative that is all about content, communication and creativity. It is told through the lens of   14 world renown authors and artists who collaborated to create a tale of the modern workplace, filled  with passion, suspense and paperclips  –  and all made possible by Xerox.

Barbara Basney (@bbasney)
Vice President Global Brand, Advertising and Media Xerox Corporation
11:00am

ANA'S BUSINESS MARKETING CHICAGO CHAPTER PANEL

A provocative B2B Marketing panel discussion hosted by the ANA’s Business Marketing Chicago Chapter.

Additional Sessions to be announced

11:45am Conference Adjourns


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 cancellation. 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.