ANA/BMA Business-to-Business @ Cisco (Members-Only Conference) | 1-Day Conferences | ANA

ANA/BMA Business-to-Business @ Cisco (Members-Only Conference)

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Today’s B-to-B marketers have access to more information and resources than ever before. This is both a blessing and a burden. While big data, programmatic buying, content marketing, and digital media create possibilities that were never before possible, understanding and applying them in an ever-evolving ecosystem can be confusing, if not completely overwhelming. At the first-ever ANA/BMA Business-to-Business Conference in California, hosted by Cisco, top marketers and industry experts will explain how to better manage your brands in a new era of B-to-B marketing and share groundbreaking case studies and lessons learned. This complimentary ANA/BMA members-only conference is open to marketers, agencies and media companies seeking a better way to connect with customers and drive sustained growth.


Agenda

TIME EVENT DETAILS LOCATION
Tuesday, August 11, 2015
8:30am Breakfast

9:30am General Session

CISCO'S BRAND APPEAL: I SECOND THAT EMOTION

In the 24/7 world of digital and social engagement, B2B/B2C customer buying patterns have blended. A Google/Corporate Executive Board study found customers are more emotionally connected to B2B brands and named Cisco number one with emotionally connected customers. In this session, learn how Cisco creates brand loyalty and how to use this dynamic in your marketing and communications.

Karen Walker
Sr. VP and Chief Marketing Officer Cisco Systems, Inc.

INNOVATIVE MARKETING IN B2B: THE SAME AND DIFFERENT FROM B2C

B2C marketing has become more personal and engaging. Some B2B companies are finding success by applying the same principles to their marketing. Although there are still different strategies a B2B marketer must take. In this session, The Boeing Company will examine the implications of marketing innovation in business-to-business marketing and the challenges they have faced along the way. Using various examples from Boeing campaigns, they will share best practices in B2B marketing.

Katherine Overby
787 Dreamliner Brand Manager The Boeing Company

CORNING: FROM CONTENT TO COMMERCE

Often B2B marketers rely on content as a lead generation activity through marketing automation. But is there a better way of leveraging the interest/relationships generated from robust content to create actual ROI? Corning thinks so, and developed a content model that fueled peer-to-peer platforms to generate commerce. It’s a new way to think about how to generate new revenue streams and expand markets, truly closing the loop between content and commerce. Hear from Howard Sherman, president CEO - Doremus, on how Corning implemented this new model and key lessons learned.

Howard Sherman
President CEO Doremus
12:30pm Lunch

1:30pm General Session (cont.)

PURPOSE DRIVEN CONTENT STRATEGY FOR BRAND TRANSFORMATION

How do you turn around a 100-year-old brand? Especially when the brand is rooted in a legacy financial services payment solution but is now forging its growth with a suite of marketing products and services for small businesses? To answer that question, Deluxe invested in rich, authentic content, earning increased brand awareness. Through an original documentary and photo essay series, Deluxe ignited a "small business revolution" utilizing social and purpose driven content to tell the story of how important small business is in the U.S. Amanda Brinkman, chief brand and communications officer – Deluxe, will share their modern marketing approach that set them on their trajectory to not only raise brand awareness, but create a movement.

Amanda Brinkman
Chief Brand and Communications Officer Deluxe Corporation

ARE B2B MARKETERS MISSING THE MARK?

The message from global business executives to global marketers is clear, “Stop marketing to me!” The Economist Group Content Solutions, in association with communications firm Peppercomm, conducted a survey of business executives to examine how well B2B marketers are “hitting the mark.” The resulting report, “Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audiences,” highlights the survey findings, which indicated that global business executives are seeking substance, while B2B companies are largely still marketing. In this session, you will get an overview of the survey results, how they impact you as a B2B marketer, and how you can stop missing the mark with your B2B marketing.

Jeff Pundyk
Global Vice President of Content Solutions The Economist Group
Ted Birkhahn
President and Partner Peppercomm
3:15pm Conference Adjournment