ANA - 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