• Events
  • Marketing & Media Committees
  • Training and Careers
  • Marketing Insights Center
  • Advocacy
  • Join ANA
  • PRINT FRIENDLY

    2008 Business-to-Business Conference

    Register

    This event has ended.

    Conference Description

    logoANA/BtoB MAGAZINE
    Business-to-Business Marketing Conference
    Taking B-to-B Marketing to the Next Level

    Two of the biggest brands in the industry have combined for this event. ANA (Association of National Advertisers) is the industry's premier trade association dedicated to marketing and brand building. BtoB is the leading magazine and online resource reporting on the activity of b-to-b marketers.

    B-to-b companies have many unique challenges.

    • Marketers are facing more short-term pressure than ever (thanks to Wall Street and declining tenures of CMOs), yet b-to-b products typically have long-term purchase cycles.
    • B-to-b companies must find the right balance between lead generation and brand building.
    • There is greater demand for accountability for marketing expenditures, but most b-to-b brands have less research available than their b-to-c counterparts.
    • Integrated marketing is a top concern of senior marketers, recognizing the increasing proliferation and complexity of the marketing landscape--yet many b-to-b companies still face challenges integrating marketing and sales.
    • Digital media changes everything!

    This conference will provide the insight for marketers to "connect the dots" between the various tools available to take their b-to-b marketing programs to the next level.

    Importantly, the "take home" value of this conference will be significant as all speakers/panelists will identify actionable ideas for attendees to consider immediately.

    Hosted by:
    Bill Duggan
    Executive Vice President, Committees
    ANA

    Bob Felsenthal
    Vice President and Publisher
    BtoB Magazine

    Dates & Times

    Starts:  March, 2008
    Ends:  March, 2008

    Venue/Location

    Santa Clara Marriott
    2700 Mission College Blvd.
    Santa Clara, CA 95054

    The ANA has negotiated a special room rate of $159.00. The cut-off date to make a reservation at this price is March 5, 2008. For reservations, call the Marriott directly at 800-228-9290 or 408-988-1500.

    Agenda

    Scroll down to view speaker presentations.
     
    Thursday, March 27, 2008
    7:45 am

    Breakfast Sponsored by HSR
    Welcome by
    Rick Segal
    Chief Executive
    HSR

    8:45 am

    General Session

    WELCOME
    Bob Liodice
    President and Chief Executive Officer
    ANA

    10 B-TO-B ISSUES IN 50 MINUTES
    This rapid-fire session will lay the foundation for the conference and provide the insight for marketers to "connect the dots" between the various tools available to take their b-to-b marketing programs to the next level. Our ten issues will likely include:

         1.      Digital commitment - budget allocation to digital media
         2.      Integrated marketing
         3.      Social media
         4.      Entering new international markets
         5.      Sales/marketing alliance
         6.      Customer engagement techniques
         7.      Lead generation
         8.      Events
         9.      Are numbers more important than instinct?
         10.    How do the CMO and CFO get on same page?

    View Snapshot 

    Moderator
    Ellis Booker
    Editor
    BtoB Magazine

    Panelists
    John Favalo
    Managing Partner, Group B2B
    Eric Mower and Associates

    Kim Johnston
    Vice President, Global Sales and Marketing Operations
    Symantec Corporation

    Paul Martson
    Senior Manager, Corporate Marketing
    Cisco Systems

    Gary Slack
    Chairman and Chief Experience Officer
    Slack Barshinger

    INNOVATION IN B-TO-B COMPANIES: BRAND IT OR LOSE IT
    A brand strategy can be critical to the success of an innovation, particularly in the long term. There are times when a company literally needs to brand an innovation or lose it. Without a successful branding strategy, an innovation can be short-lived--diffusing into a confused marketplace with its impact dissipated--or become another forgotten internal initiative. In such cases, branding can make all the difference. Using b-to-b examples and case studies, David will reinforce that making the brand an integral part of a coherent innovation strategy, supported by actively managed and adequately funded brand-building programs, can help differentiate your brand (and innovation) in the marketplace. That being said, not every innovation merits such a program and over-branding can pose business risks. When to brand and when not to brand will also be discussed.

    View Snapshot

    David Aaker
    Vice Chairman
    Prophet
    Professor of Marketing Emeritus at the Haas School of Business, University of California, Berkeley
    Author of more than 100 articles and 12 books, including Managing Brand Equity, Building Strong Brands, and Brand Portfolio Strategy

    Q&A Session
    Bob Felsenthal
    Vice President and Publisher
    B-to-B Magazine

    THE CHALLENGES OF INTEGRATED MARKETING
    Siemens is a global powerhouse in electronics and electrical engineering, operating in the industrial, energy and healthcare sectors.  The company has various product lines, in different geographies, and employs multiple marketing communications disciplines (PR, advertising, sales support, sponsorships, community relations, and much more); this results in diverse organizational challenges.  Tom Haas, CMO of Siemens will discuss how he and his team make sense of it all.

    View Snapshot

    View Presentation

    Thomas F. Haas
    Chief Marketing Officer
    Siemens Corporation

    Q&A Session
    Ken Beaulieu
    Editor
    ANA's The Advertiser magazine

    CONNECTING MARKETING TO BUSINESS STRATEGY - ANA/BtoB MAGAZINE RESEARCH RESULTS
    The role of marketing initially revolved around "doing stuff."  Marketers were charged with tactical responsibilities including advertising development, production, promotion, logo development, etc. Marketing today is very different. Marketers are now responsible for outcomes, not outputs. As such they must now understand the corporate business strategy and help translate that direction into projects which help to achieve corporate business objectives. Marketers must also be accountable for the dollars invested in programs and be able to demonstrate their ROI. 

    This session will highlight the findings of the latest joint research from ANA/BtoB Magazine; specifically, it will provide insight into how marketers have moved from being primarily marketing communicators to becoming business leaders as they evolve into the force that connects marketing to business strategy.

    View Snapshot

    View Presentation

    Moderator
    Michael Palmer
    Executive Vice President, Member Relations
    Association of National Advertisers

    Panelists
    Rod DeVar
    Manager, Advertising & Promotion
    United States Postal Service 

    Bob Durstenfeld
    Director, PR and Investor Relations
    RAE Systems

    Beth Stelluto Dunaier
    Senior Vice President
    Charles Schwab & Company, Inc.

    12:55pm

    Luncheon Sponsored by Google

    GOOGLE: LESSONS FROM THE DIGITAL FRONTIER
    As a pioneer in search and online marketing, Google has worked extensively with b-to-b marketers to make their campaigns more effective and measurable. Rob Goulding, who leads Google's b-to-b sales teams in New York, will discuss four best practices taken from the cutting edge of business marketing, including actionable tips and success stories from leading companies. The most important lesson: online marketing is just as diverse and complex as the whole of traditional marketing, and demands a sophisticated approach spanning all customer touch points.

    View Snapshot

    View Presentation

    Rob Goulding
    Regional Director, B-to-B and Technology Advertising
    Google, Inc.

     2:15 pm

    General Session, cont.

    THE EVOLUTION OF B-TO-B EMAIL
    Email is one of the most commonly used communications platforms for business-to-business marketers. According to a 2007 survey jointly conducted by ANA and BtoB Magazine, 95 percent of all b-to-b marketers use email marketing--primarily for demand generation--and it's ranked as one of their most-effective new media platforms. 

    Meanwhile, email is increasingly cluttered and marketers are challenged to remain relevant in communications with their targeted customers. This session will address the role of email as part of the holistic communications mix. How does email work in an integrated campaign? What are best practices? What are worst practices?

    View Snapshot

    View Presentation 

    Moderator
    Kate Maddox
    Senior Reporter
    BtoB Magazine

    Panelists
    Scott Barnett
    Manager, Marketing Programs
    Citrix Online

    Daryl Nielson
    Commercial E-Mail Marketing Manager
    Hewlett-Packard Company 

    Kathryn Waters
    Senior Consultant
    OgilvyOne Worldwide

    GE AFTERNOON KEYNOTE: TRANSFORMING MARKETING WITHIN A B-TO-B COMPANY
    There is a renaissance going on at General Electric as CEO Jeff Immelt has put a priority on driving organic growth.  A key element in GE's growth process is the transformation and upgrading of marketing at the company.  Mr. Immelt has said, "Before we launched this growth initiative, marketing was the place where wash-up salespeople went.  We're talking about marketing as an aligned function again."  A key piece in the GE growth tool kit is the CECOR Marketing Framework - it connects innovation and other growth efforts with market opportunities and customer needs by asking questions to calibrate, explore, create, organize, and realize strategic growth. 

    Jacqueline Woods
    Chief Segmentation Leader & GTM Strategist
    General Electric Company

    View Snapshot

    View Presentation


    Sat Duggal
    Senior Partner
    EMM Group, Inc.

    View Presentation

    Q&A Session
    Bill Duggan
    Executive Vice President, Committees
    Association of National Advertisers

    Best Practices Recap
    4:00 pm Adjournment