ANA/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
BreakfastSponsored 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?
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.
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.
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.
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
LuncheonSponsored 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.
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?
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
ANA/BtoB MAGAZINE