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

ANA/BMA Business-to-Business @ USG Corporation (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 Chicago, hosted by USG Corporation, 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

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TIME EVENT DETAILS LOCATION
Tuesday, September 29, 2015
8:15am Breakfast

9:00am General Sessions

USG: BUILDING YOUR B2B BRAND THROUGH EXCEPTIONAL CUSTOMER EXPERIENCE

Your brand builds and loses equity based on the interactions your customer has with your company. Yet in many organizations, brand building is left to the marketing department and customer experience falls in pockets across functional areas. When these two are disconnected it creates a fragmented and disjointed experience. In this session, Tanya Earley, director of global brand and customer experience – USG Corporation, will share how thinking differently about the USG brand increased overall customer satisfaction, and in turn, increased customer retention and loyalty.

Tanya Earley*^
Director of Global Brand and Customer Experience USG Corporation

VISTAPRINT: Designing A B2B IN-HOUSE PRODUCTION TEAM

In this session, Vistaprint will share how they created an in-house video production team in 30 months. Hold on tight as Vistaprint Executive Creative Director Liam Shannon and Vistaprint Lead Creative Director Kim DiVincenzo sweep you up and take you on their journey from tacky direct response emails to in-house broadcast production. Vistaprint's in-house agency delivers award-winning DR commercials in 11 languages, and ultimately beat out top external agencies to deliver a world class long-form brand commercial.

Liam Shannon*^
Executive Creative Director Vistaprint
Kim DiVincenzo*^
Lead Creative Director Vistaprint
10:50am Coffee Break

11:10am General Session Cont.

VONAGE BREAKS INTO THE B2B MARKET

How does a consumer brand find its footing in the business market? Vonage has strong brand awareness among consumers and wanted to apply that brand affinity to break into the B2B market. Learn how Vonage leveraged their brand, expanded their service offerings and found their voice in the business market.

Chris Rabbu^
VP of Business Marketing Vonage

CARS.COM CHALLENGES DEALERS TO ENGAGE SHOPPERS EARLY

In today’s car-buying landscape, computers and smartphones have changed the way people shop. For automotive dealers, this has given customers a huge advantage, as decisions are now being made well before a person steps into a dealership. To communicate how Cars.com could help dealers take advantage of digital marketing, Cars.com created their first-ever B2B brand campaign, “Before It’s Too Late.” Learn how Cars.com developed a comprehensive integrated marketing campaign using data-driven insights to challenge outdated marketing practices and show dealers that they could take advantage of this new, digital car-buying trend by partnering with the top-tier brand.

Alice Marder^
Senior Manager, B2B Brand Strategy Cars.com
12:50pm Lunch

1:50pm General Session Cont.

COYOTE: BUILDING YOUR B2B BRAND FROM THE INSIDE OUT

Leveraging internal communications to build your brand is often the quickest and most compelling way to tell your story. What you say and how you say it can make a world of difference when communicating to internal teams and it can create a meaningful connection to the corporate brand resulting in well-defined corporate character. In this session, you’ll learn how to develop a brand-centered internal communications program that builds consensus, advocacy and a unified culture.

Jodi Navta
VP Marketing and Communications Coyote Logistics

BADER RUTTER: “B2B2C" AND CONSUMER TRANSPARENCY’S IMPACT ON B2B MARKETING

The days of B2B marketers solely focused on the needs of their business audience are a thing of the past.  With consumers as the end users of many products and services, the role of consumer transparency in B2B is a force to be reckoned with - and one that is also new to many B2B-focused brands.  Consumers have come to expect transparency from the brands they buy and for B2B-focused companies, it presents an opportunity.  As B2B marketers, you can lead by embracing “B2B2C” efforts such as educating consumers about sustainability, quality and safety of their products. And in doing so, position your brand on the proactive side of transparency.

Jeff Young*^
President Bader Rutter
3:30pm Conference Adjournment