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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!). Xilink understood the
tremendous impact its employees had on its brand and why realigning
employees to a revised set of expectations was critical. Xilink 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 B-TO-B 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 b-to-b 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.
B-TO-B SOCIAL MEDIA AND THE DYNAMICS OF PEER INFLUENCE
For
b-to-b 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% of the online consumers
generate 80% 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, b-to-b 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 b-to-b
purchase cycle. This presentation will describe the four-step IDEA
process to tap into b-to-b 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
B-TO-B MARKETING LEADERSHIP STUDY
Findings will be debuted
from a new “B-to-B Marketing Leadership Study” whose objective is to
determine what sets b-to-b 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
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