2008 Business-to-Business Conference

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?

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.

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

View Presentation

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.

View Presentation

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.

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

View Presentation

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?

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

View Presentation 

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 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