ANA Business Marketing Members-Only Conference at Bank of New York Mellon


Shifting The B2B Marketing Paradigm

There’s no denying marketing is facing a paradigm shift: more than ever, marketers are being measured on hard numbers and results, rather than creative. Increasingly marketers are being empowered to create strategic programs that deliver results. Thus proving ROI is top-of-mind while campaign results must be analyzed and measured to evaluate effectiveness.

In order to drive revenue, marketers must be more conscious of creating infectious content, know how to target the right prospects and provide those who embrace the brand experience you offer a customer journey that creates an incredibly strong connection to your brand. 

By attending this ANA B2B Member-Only conference, you will learn from relevant case histories and presentations that will offer you the practical insight and actionable steps you need to move marketing from a nice to have component, to a critical business building asset within your organization. 


Start: Tuesday, September 19, 2017 at 8:15am

End: Tuesday, September 19, 2017 at 4:00pm


BNY Mellon
101 Barclay Street, Level A
AIM # 101-0000
New York, NY 10286

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Members Only Conference ANA $0 Associate Gold $0 Associate Silver $0 Associate Individual $0 Non Member N/A


Tuesday, September 19, 2017
8:15am Breakfast

9:00am General Session


What more could a challenger brand ask for…than to be fifth in a category defined by a group of leaders called “The Big Four?” That’s the situation professional services firm Grant Thornton found itself in, and has fashioned itself as the ultimate challenger brand as a result. Grant Thornton found that breakthrough growth would require the organization to take bold, innovative steps to build its brand with potential customers. In an industry sometimes viewed as commoditized, the firm placed big bets on culture, technology, and people – and it has begun to pay off, with record growth, earnings, employee retention, and reinvestments in the firm. Bringing that to life was a core tenet and challenge of the firm’s new marketing strategy – one that has aimed to break the industry’s mold and create brand permission in a congested market.

John Harmeling, Grant Thornton’s CMO, shares the journey the brand has taken and offers tactical recommendations for other B2B challenger brands.

John Harmeling
CMO Grant Thornton


The Millennial generation currently makes up 21 percent of consumer discretionary spending — $3 trillion annually in direct buying power — and have an impact on consumer culture that reaches far beyond their market share. It is the first generation of “digital natives,” individuals who grew up online, immersed in technology, which makes engaging with them a complex task.  And as their rise in the corporate ranks knowing how to reach Millennial decision makers will become increasingly critical to B2B marketers.

Millennials are no longer an unreachable audience, however. While some brands as well as marketers fear the unknown with this “enigma generation,” the real winners are the marketers who embraced and engaged with Millennials. Jeff Fromm, co-author of the best-selling book Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever, will share new research and best practices in creating brand engagement for Millennials in an entertaining and educational format.

Jeff Fromm
President Futurecast


Learn how BNY Mellon is evolving an established brand and demonstrating how its culture is inspired by the pioneering spirit of its founder, Alexander Hamilton. Three key marketing executives will provide insight into how a 200 year old brand can stay relevant in today’s high tech, fast paced world. Hear how the team evolved their brand by incorporating the voice of their founder, Alexander Hamilton. How the organization celebrated Hamilton’s pioneering spirit in social media campaigns and environmental experiences as well as in their innovation centers. “The key of course is the client. While the way in which we communicate has changed, we have continued to enhance the entire client journey and all the touch points along the way,” Aniko Delaney.

Aniko DeLaney
Head of Corporate Marketing BNY Mellon
Maria D’Errico
Head of Marketing Services BNY Mellon
Joe Santa
Creative Director BNY Mellon


Customer buying behavior has evolved over the last few years. It’s now more than ever influenced by social media, peers, and of course the internet. Buying behavior is more consumption-focused; “I only want to pay for what I use.” Further, Harvard Business Review uncovered that “customers who had the best past experiences spend 140% more compared to those who had the poorest past experience.”  Therefore, if we know personalization, options, and access are important aspects of customer experience, why do most companies struggle with it? Chris will share real world case histories of brands that have creating exceptional customer experiences and how it all starts with understanding the Customer Journey. He will further outline how some companies are providing solutions to the customer journey problems by offering relevant content, personalizing, and managing the customer journey experience.

Chris Spears
Chief Marketing Technologist ARKE


Marketing and Sales alignment is potentially the largest opportunity for improving business performance today. When marketing and sales teams unite around a single revenue cycle, they dramatically improve marketing ROI, sales productivity, and, most importantly, top-line growth. It is all about team agreement on common goals, strategies and success metrics.  The Problem: Sales is From Mars, Marketing is From Venus

Additionally, B2B companies have typically struggled to connect data with their marketing efforts. Lots of data is available, but defining which metrics matter for a business often proves to be a greater challenge.   
CMO John Petralia has faced both of these scenarios.  As a result he will share his personal insight and the way in which he faced these challenges, providing an inside picture at how others might successfully do the same.

John Petralia
CMO, Chief Marketing and Communications Officer Aligned Energy


It is simply not enough to effectively deliver a product or a service anymore. B2B brands must absolutely own the entire customer experience. Too often there are moments where your customers become disconnected and can eventually disappear completely. gyro U.S. COO Adryanna Sutherland will share actionable insights for developing a magnetic and truly differentiated experience throughout the entire customer life cycle. She will identify key moments where the experience could be suboptimal and share solutions to preempt potential pitfalls. She will explore the vast CX landscape from digital solutions like bots, to communication protocols, to change management and operational improvements.

Adryanna Southerland
COO gyro