Business-to-Business Marketing Leadership Conference | 1-Day Conferences | ANA

Business-to-Business Marketing Leadership Conference

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This complimentary ANA members only conference will feature perspective from B2B marketers and industry thought leaders who have excelled and driven business as a result of their leadership in areas such as integrated marketing, organizational structure, employee impact on the brand, and social media. In addition, findings will be debuted from a new “B2B Marketing Leadership Study” whose objective is to determine what sets B2B marketing leaders apart across industry sectors. Hosted by Xilinx, the world’s leading provider of programmable platforms, at their Silicon Valley headquarters.


Agenda

For directions to the Xilinx campus, please click here.
To view a map of the Xilinx campus, please click here.

Parking will be available in visitor spots in front of Building 4 and additional parking is available on the Union Avenue side of Building 4.

8:15am Breakfast
9:00am General Session


INTEL: LEADERSHIP IN INTEGRATED MARKETING 
Integrated marketing continues to rank as a top concern among client-side marketers, according to ANA research. There has been an “explosion of choice” of communication options and agency types, which has complicated the lives and practices of marketers, creating massive challenges for effective integration. Intel is one of the companies getting integrated marketing right. Nancy Bhagat was hired at Intel to create and manage the Integrated Marketing Group, which pioneered a new open source agency model and drove various digital innovations, and will share key learning and best practices behind the success of Intel’s integrated marketing programs.

Nancy Bhagat
Vice President, Sales and Marketing Group
Director, Global Marketing Strategy and Campaigns
Intel Corporation

Q&A Session
John Obrecht
Editor
BtoB magazine and BtoB's Media Business
XILINX: LEADERSHIP IN UNDESTANDING EMPLOYEE IMPACT ON THE BRAND
Embarking on a brand refresh project can be challenging on many fronts, especially when updating a technology brand with a twenty-five year history. To be successful, a brand needs to be kept current while remaining true to the culture and values of the company. Xilinx, a small/midsize technology company, was able to successfully work through this challenge in its brand refresh initiative despite limited resources and a severe economic climate (a recession!). Xilinx understood the tremendous impact its employees had on its brand and why realigning employees to a revised set of expectations was critical. Xilinx called this “branding from the inside out.”

Kyra Whitten
Senior Director, Worldwide Communications
Xilinx, Inc.

Rachel Watkins
Director, Employee Communications
Xilinx, Inc.


CISCO: LEADERSHIP IN NEW STRUCTURES FOR B2B GLOBAL MARKETING
Most companies grow their marketing functions organically from business units out or from countries in, but there comes a time when the entire model needs to be reinvented. New channels of marketing have changed how and where marketing is done along with the scale and speed that audiences are reached. Marketing must engage with customers and partners at multiple touch points, make it easier to execute at corporate and in the field by bringing the right services and execution support to where they are needed, and clearly define roles and responsibilities from program development through to field execution. This session will explore new structures for global marketing in B2B companies and the disciplines required to support them. It will provide guidance about where resources should reside, what processes can best enable success, and how to implement associated change management practices.


Peter Alexander
Vice President, Worldwide Field Marketing
Cisco Systems, Inc.


B2B SOCIAL MEDIA AND THE DYNAMICS OF PEER INFLUENCE
For B2B marketers seeking the reach offered by traditional advertising, social media is a challenge. Per Forrester Research work, people in the U.S. generate more than 500 billion online impressions on each other regarding products and services — more than one-fourth the number of total online advertising impressions. Further, 16 percent of the online consumers generate 80 percent of those impressions. This data comes from Forrester’s Peer Influence Analysis, a model that helps marketers quantify reach and connect efficiently with the mass influencers for their products and services. Based on this analysis, B2B marketers can develop programs that draw in, engage, and unleash the power of customer influence in social applications, reaching buyers at all stages of the long B2B purchase cycle. This presentation will describe the four-step IDEA process to tap into B2B customers: identify mass influencers, deliver social customer service, empower customer with mobile information, and amplify fan activity.

Josh Bernoff
Senior Vice President, Idea Development
Forrester Research
Coauthor of Groundswell, on how to turn the force of customers connecting to your own advantage.

Q&A Session
John Obrecht
Editor
BtoB magazine and BtoB's Media Business 


B2B MARKETING LEADERSHIP STUDY
Findings will be debuted from a new “B2B Marketing Leadership Study,” whose objective is to determine what sets B2B marketing leaders apart across industry sectors.

Matthew Egol
Partner
Booz & Company

Bill Stabile
Senior Director, Brand & Marketing Communications
Siemens Corporation
Chair, ANA Business-to-Business Marketing Committee
3:00pm Adjournment

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