ANA/BMA Members-Only Event at SEI

What Governs Brand, Marketing and Communication Strategies for B2B Companies?

Many people think the role of marketing in B2B is fundamentally different from B2C companies. Is it? We believe the role is the same; just the tactics are different — with one exception. The CMO in the B2B firm must not only deliver marketing and communication, but must also relentlessly work to persuade the company toward a marketing way of thinking.  Learn more about this from seasoned veteran in B2B marketing, Mark Samuels.

Mark Samuels is Chief Marketing Officer of SEI and a member of the company’s executive committee. Mark oversees SEI’s brand, communications, web and marketing services, including SEI’s go-to-market technologies, research, public relations, thought leadership and event-planning functions. In addition, Mark is a key liaison for the investor community and equity markets.

Before joining SEI, Mark spent 20 years in marketing management working with a number of renowned brands, including Campbell Soup, Alpo, Mrs. Smith’s Pies, and DuPont. Mark received his Bachelor of Science in business administration from Villanova University and an MBA in marketing from Temple University.

Mark Samuels

Chief Marketing Officer SEI

WHY B2B MARKETERS ARE MISSING THE MARK

The message from global business executives to global marketers is clear, “Stop marketing to me!” Global business executives are seeking substance. They have complex problems to solve and want content that will help them do their job better or make better decisions. However, marketers are still focusing on general marketing. A recent survey of business executives examined how well B2B marketers are “hitting the mark.” The result, a majority of marketers connect their content directly to a product or service, while business executives see this approach as a sales pitch. In this session, you will learn how you can stop missing the mark with your B2B marketing.

Ted Birkhahn

President and Partner Peppercomm

HOW TO CREATE NEW SALES OPPORTUNITIES AND RESURRECT LOST ONES

As a B2B marketer, you know that despite your team's best efforts, some deals will inevitably get stuck or key relationships will go sour.  Tim Sanders will outline his "Dealstorming" structured, scalable, repeatable process that can help you and your team break through any sales deadlock. It drives sales innovation by combining the wisdom and creativity of everyone who has a stake in the sale.

Tim will outline a seven-step process and show how it has helped drive results for companies as diverse as Yahoo!, CareerBuilder, Regus, and Condé Nast. You'll learn how to get the right team on board for a new dealstorm, relative to the size of the sales opportunity and its degree of difficulty. Importantly, the strategies Tim will lay out have led to a stunning 70% average closing ratio for teams across all major industries, leading to game-changing deals and long-term B2B relationships.

Tim Sanders

Partner Deeper Media Inc.

Tour of SEI Art Collection

West Collection artworks are on long-term loan to SEI, the financial services firm founded 48 years ago by Al West. Al and his daughter Paige have spent the last 21 years collecting 3,100 compelling contemporary works by over 700 leading international artists. The goal of the West Collection is to share challenging and inventive work of emerging artists with the SEI audience and the public.

At any given time 1,500 works from the West Collection are installed at the SEI Corporate Campus in Oaks, PA, and other works are displayed in rotating exhibitions at the nearby West Collection Warehouse. Artworks are also loaned to various international and local museums and universities for exhibition.

In recent years loans have been made to the Whitney Museum of American Art, the Hirshhorn Museum and Sculpture Garden, the Corcoran Gallery of Art, the Philadelphia Museum of Art, the Tate Modern, the Institute of Contemporary Art in Philadelphia, and the Pennsylvania Academy of Fine Arts, to name a few. Current projects include an exhibition series at the Kimmel Center in Philadelphia and an educational initiative in public schools.