ANA Business to Business Members-Only Conference @ LinkedIn

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Driving B2B Success

What’s the key to driving B2B marketing success and business growth? The answer is not so simple. The essentials in B2B marketing can provide a baseline of how to ensure success in your strategy, campaigns and measurement. But it’s important to fully understand what’s needed for the success of your brand.

Today’s B2B marketer is expected to stay at the forefront of the latest tools and skills – from sales and marketing alignment to influencer marketing, and everything in between – in order to drive growth for their companies. Get ahead of the curve by spending a day with B2B marketing innovators who will share insights and learnings about the tools needed to drive growth.

Join us at LinkedIn’s NYC HQ for an engaging and informative day packed with case studies and presentations by top B2B marketers.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, March 29, 2018
9:00am Breakfast

9:45am

WELCOME

Mike Romoff
LinkedIn

MEASURE WHAT MATTERS: SALES AND MARKETING ALIGNMENT TO DRIVE RESULTS

Today, data is available to allow marketers to move away from traditional metrics of measurement, such as clicks and engagement, and towards more meaningful measurement of success, such as quality of leads and closed deals. Measuring what matters allows marketers to make decisions that can truly affect business results, i.e. revenue. But to achieve this, marketers must overcome several internal challenges, including the silos that exist between them and their sales team. 

In this session, Jennifer will explain what it means to “measure what matters,” why it’s important but also how it can be challenging, especially from a sales and marketing perspective. Finally, she will provide specific examples of data measurement that can enable better decision-making and lead to strong results for a business.

3 key learning objectives:

  • Dive into what it means to “measure what matters” and why it is critical to long-term marketing success
  • Understand the challenges to being able to measure what matters and the importance of sales and marketing alignment
  • Know the data to obtain to help develop measurement that can drive business results  

Jennifer Brett
Head of AMER Insights, Marketing Solutions LinkedIn
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DRIVING MEASURABLE GROWTH AND VALUE CREATION THROUGH IMPROVED MARKETING & SALES INTEGRATION

This discussion will highlight 5 steps to help you to improve your alignment and integration with Sales and Business leaders.  It is designed to provide a practical framework (with examples) that will help you increase measurable value creation and marketing relevance within your organization. 

John Petralia
Managing Partner Catalytik Partners
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11:35am Luncheon

B-to-B DIGITAL MARKETING TRENDS

Digital marketing is changing faster than most marketers can keep pace with. This session looks at several emerging trends in B-to-B digital marketing, challenging the audience to question conventional marketing wisdom and rethink how they leverage digital trends to increase performance, customer loyalty and generate revenue. 

We’ll cover best practices in digital and offer practical advice on how to apply these principles to grow your business. 

After this session you’ll leave with the following insights:

  • Content trends you can no longer ignore – new approaches to thought leadership that can positively impact your brand’s performance
  • How to apply the Disney model of “total merchandising” to your digital strategy 
  • Scaling customer loyalty through your most valuable touch point: your employees

Jann Schwarz
Global Director, Agency & Channel Development LinkedIn
Jon Lombardo
Global Brand Strategy Lead LinkedIn
Peter Weinberg
Global Brand Strategy Lead LinkedIn
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1:20pm Networking Coffee Break

CHANGE: THE ULTIMATE TEST OF GREAT MARKETING

Great brands drive change that redefines perceptions, reinvents buying processes, and at the highest level reimagines categories. As it turns out, that’s just what buyers are looking for. Using research from their recent B2B buyer survey and stories from the PJA award-winning podcast The Unconventionals, Mike O’Toole and Matt Grant, will share insights into the minds of B2B buyers along with effective strategies for branding for change. These strategies include harnessing the crazies that love your business, finding the Darwinian gaps that lead to market-changing innovations, and placing mission at the center of your marketing vision.

Mike O'Toole
President PJA Advertising & Marketing
Matt Grant
CMO-in-Residence Aberdeen
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HOW ANA MEMBERS ARE USING INFLUENCER MARKETING

According to a new ANA survey, three-quarters of ANA member companies and 71 percent of B-to-B marketers have used influencer marketing in the past year. In this session we’ll share full results of this survey including the objectives of influencer marketing, media channels employed, measurement, types/number of influencers used, compensation, legal disclosure, and more. Plus, we’ll facilitate a discussion among attendees to share learnings and best practices on the use of influencer marketing for B-to-B companies.

Meghan Medlock
Senior Director, Committees and Conferences ANA
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3:30pm Conference Adjournment


Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.