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    2007 B-to-B Conference: B-to-B Brand Drives B-to-B Demand

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    Conference Description

    In many cases the role of branding is an underutilized resource in business-to-business marketing. The unique challenges of b-to-b marketing include more complex and expensive products, longer sales/repurchase cycles, multiple target audiences, and greater difficulty measuring marketing ROI. Meanwhile, b-to-b accounts are often not "glamorous" to agencies, and integrated marketing is done to a lesser extent for b-to-b brands.

    Dates & Times

    Starts:  August, 2007
    Ends:  August, 2007

    Venue/Location

    The Mid-America Club
    200 E. Randolph Drive
    80th Floor
    Chicago, IL 60601

    ANA has negotiated a special room rate of $289 at The Fairmont Chicago www.fairmont.com/chicago (you must ask for the ANA room block).
    The reservation cut off date is July 24, 2007, after which the prevailing rates will apply.
    Please call (800) 526-2008 to make reservations.

    Agenda

    SAVE THE DATE FOR 2008: The Business to Business Conference will be held in April 2008 in San Jose, CA
    7:45am 

     Breakfast

    8:45am  General Session
     

    Opening Remarks
    Bob Liodice
    President and CEO
    ANA

    Program Chair
    Dawn DiMartino
    Vice President, Marketing Programs and Analytics
    Iron Mountain Incorporated
    Chair, ANA Business-to-Business Marketing Committee

    TEN B-TO-B ISSUES IN 50 BRAND-BUILDING MINUTES
    The role of branding is often an underutilized resource in business-to-business marketing. This rapid-fire session will explore ways to use brand building as a powerful tool to stimulate demand and lead generation, while driving revenue.  The issues are:

    1. Integrated marketing communications
    2. Multiple decision makers
    3. The marketing and sales relationship
    4. Customer satisfaction and loyalty
    5. Account-based marketing
    6. Customer advisory councils
    7. Internal branding (brand engaged employees)
    8. Moving into new markets
    9. Alliances and partnerships
    10. ROI

    Moderator
    Dawn DiMartino
    Vice President, Marketing Programs and Analytics
    Iron Mountain Incorporated
    Chair, ANA Business-to-Business Marketing Committee

    Panelists
    John F. Favalo
    Managing Partner
    Eric Mower and Associates
    Immediate Past Chairman of BMA International

    Fritz Johnston 
    Director,  Brand Management & Advertising
    The Boeing Company

    Ralph Oliva
    Executive Director, Institute for the Study of Business Markets (ISBM) Professor of Marketing, Smeal College of Business
    The Pennsylvania State University

    Richard A. Segal Jr.
    Chief Executive
    HSR Business to Business

    HARNESSING THE POWER OF NEW MEDIA PLATFORMS
    Be the first to learn how your peers are navigating the explosion in new media platforms to drive demand.  The debut of this exclusive survey, conducted by the ANA and B-to-B Magazine in partnership with Guideline, a business research and advisory services provider, will explore the use of search, social networks, user-generated content, podcasts, blogging, and more. This survey will address issues including b-to-b marketers' usage of new media platforms, spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix.

    Moderator
    Frank Dudley
    Vice President of Marketing
    Guideline Research Corporation

    Panelists
    Barbara Basney
    Director, Global Advertising
    Xerox Corporation

    Ellis Booker
    Editor
    B-to-B Magazine

    Jeremi Karnell
    Founding Partner, President
    One to One Interactive

    CONQUERING THE COMPLEX THROUGH SIMPLICITY: THE UPS APPROACH TO B-TO-B BRAND BUILDING
    What can brown do for you?-probably more than you realize. UPS is a giant company doing amazing things. Having invested billions of dollars in its infrastructure and technology, it's geared to help any business, regardless of size, run smoothly. So, how do you make those complex operations feel seamless and simple to customers? UPS and The Martin Agency will discuss how they created and launched an integrated marketing campaign in the B-to-B environment built upon one simple visual-a whiteboard and brown marker.

    Andy Azula
    Senior Vice President and Creative Director
    The Martin Agency

    Betsy Wilson
    U.S. Advertising and Global Media Manager
    UPS

    Q&A Session
    Bill Duggan
    Executive Vice President
    ANA

    IS IT SALES VERSUS MARKETING ... OR SALES AND MARKETING?
    In many companies sales and marketing feud with disastrous results, and this overall lack of alignment hurts corporate performance. This session will outline the substantial positive impact that results when sales and marketing are in sync and the steps that can be taken to get there. Using case histories that reveal compelling stories of success and disaster, best practices will be identified that can help you and your team enhance the joint performance and overall contributions of these two functions.

    Moderator
    Laura Patterson
    President
    VisionEdge Marketing, Inc.

    Panelists
    Paul Gerrard
    Director of Marketing
    Humana Inc.

    Linda McGovern
    Director, Marketing Comm. & Global Brand Strategy
    USG Corporation

    Scott Worthem
    Senior Vice President & General Manager, Addressable Media
    Experian Marketing Services

    1:00 pm Luncheon Sponsored By Google

    AVAYA'S APPROACH TO B-TO-B BRAND BUILDING
     Avaya VP of North America Marketing Steve Sayre will discuss how Avaya connects with customers in a crowded field of business communications providers, several of which have much deeper pockets. He'll discuss measuring the marketing mix and how Avaya uses the Web to drive demand. Avaya communications software and equipment can be found in more than one million businesses worldwide, including more than 90 percent of the Fortune 500.  

    Steve Sayre
    Vice President of North America Marketing
    Avaya Inc.

    Q&A Session
    Bob Liodice
    President and CEO
    ANA

    IN THE END, IT'S ALL ABOUT SALES
    To close the conference with ideas you can implement tomorrow, meet veteran marketers who have increased business with new approaches to selling. Our speakers represent a Fortune 250 b-to-b marketer ( Aon Corporation ) and a privately held newcomer named one of Inc. Magazine's "fastest growing"companies (DriveCam, a risk management company that improves driver behavior and assesses liability in collisions) as well as the founder of a Public Relations firm recognized as "Best Agency" by the American Business Awards, who also moonlights as an author of business books.

    Moderator
    Kathy Cripps
    President
    Council of Public Relations Firms

    Panelists
    Philip B. Clement
    Global Chief Marketing and Communications Officer
    Aon Corporation

    Steve Cody
    Founder
    Peppercom, Inc.
    Author, What's Keeping Your Customers Up at Night? Close More Deals by Selling to Your Client's Pain

    Kathleen Glass
    Director, Marketing
    DriveCam, Inc. (a driver risk management company) 

     4:00pm  Adjournment