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Opening Remarks
Bob Liodice
President and CEO
ANA
Program Chair
Dawn DiMartino
Vice President, Marketing Programs and Analytics
Iron Mountain Incorporated
Chair, ANA Business-to-Business Marketing Committee
TEN B-TO-B ISSUES IN 50 BRAND-BUILDING MINUTES
The role of branding is often an underutilized resource in business-to-business marketing. This rapid-fire session will explore ways to use brand building as a powerful tool to stimulate demand and lead generation, while driving revenue. The issues are:
1. Integrated marketing communications
2. Multiple decision makers
3. The marketing and sales relationship
4. Customer satisfaction and loyalty
5. Account-based marketing
6. Customer advisory councils
7. Internal branding (brand engaged employees)
8. Moving into new markets
9. Alliances and partnerships
10. ROI
Moderator
Dawn DiMartino
Vice President, Marketing Programs and Analytics
Iron Mountain Incorporated
Chair, ANA Business-to-Business Marketing Committee
Panelists
John F. Favalo
Managing Partner
Eric Mower and Associates
Immediate Past Chairman of BMA International
Fritz Johnston
Director, Brand Management & Advertising
The Boeing Company
Ralph Oliva
Executive Director, Institute for the Study of Business Markets (ISBM) Professor of Marketing, Smeal College of Business
The Pennsylvania State University
Richard A. Segal Jr.
Chief Executive
HSR Business to Business
HARNESSING THE POWER OF NEW MEDIA PLATFORMS
Be the first to learn how your peers are navigating the explosion in new media platforms to drive demand. The debut of this exclusive survey, conducted by the ANA and B-to-B Magazine in partnership with Guideline, a business research and advisory services provider, will explore the use of search, social networks, user-generated content, podcasts, blogging, and more. This survey will address issues including b-to-b marketers' usage of new media platforms, spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix.
Moderator
Frank Dudley
Vice President of Marketing
Guideline Research Corporation
Panelists
Barbara Basney
Director, Global Advertising
Xerox Corporation
Ellis Booker
Editor
B-to-B Magazine
Jeremi Karnell
Founding Partner, President
One to One Interactive
CONQUERING THE COMPLEX THROUGH SIMPLICITY: THE UPS APPROACH TO B-TO-B BRAND BUILDING
What can brown do for you?-probably more than you realize. UPS is a giant company doing amazing things. Having invested billions of dollars in its infrastructure and technology, it's geared to help any business, regardless of size, run smoothly. So, how do you make those complex operations feel seamless and simple to customers? UPS and The Martin Agency will discuss how they created and launched an integrated marketing campaign in the B-to-B environment built upon one simple visual-a whiteboard and brown marker.
Andy Azula
Senior Vice President and Creative Director
The Martin Agency
Betsy Wilson
U.S. Advertising and Global Media Manager
UPS
Q&A Session
Bill Duggan
Executive Vice President
ANA
IS IT SALES VERSUS MARKETING ... OR SALES AND MARKETING?
In many companies sales and marketing feud with disastrous results, and this overall lack of alignment hurts corporate performance. This session will outline the substantial positive impact that results when sales and marketing are in sync and the steps that can be taken to get there. Using case histories that reveal compelling stories of success and disaster, best practices will be identified that can help you and your team enhance the joint performance and overall contributions of these two functions.
Moderator
Laura Patterson
President
VisionEdge Marketing, Inc.
Panelists
Paul Gerrard
Director of Marketing
Humana Inc.
Linda McGovern
Director, Marketing Comm. & Global Brand Strategy
USG Corporation
Scott Worthem
Senior Vice President & General Manager, Addressable Media
Experian Marketing Services
1:00 pm Luncheon Sponsored By Google
AVAYA'S APPROACH TO B-TO-B BRAND BUILDING
Avaya VP of North America Marketing Steve Sayre will discuss how Avaya connects with customers in a crowded field of business communications providers, several of which have much deeper pockets. He'll discuss measuring the marketing mix and how Avaya uses the Web to drive demand. Avaya communications software and equipment can be found in more than one million businesses worldwide, including more than 90 percent of the Fortune 500.
Steve Sayre
Vice President of North America Marketing
Avaya Inc.
Q&A Session
Bob Liodice
President and CEO
ANA
IN THE END, IT'S ALL ABOUT SALES
To close the conference with ideas you can implement tomorrow, meet veteran marketers who have increased business with new approaches to selling. Our speakers represent a Fortune 250 b-to-b marketer ( Aon Corporation ) and a privately held newcomer named one of Inc. Magazine's "fastest growing"companies (DriveCam, a risk management company that improves driver behavior and assesses liability in collisions) as well as the founder of a Public Relations firm recognized as "Best Agency" by the American Business Awards, who also moonlights as an author of business books.
Moderator
Kathy Cripps
President
Council of Public Relations Firms
Panelists
Philip B. Clement
Global Chief Marketing and Communications Officer
Aon Corporation
Steve Cody
Founder
Peppercom, Inc.
Author, What's Keeping Your Customers Up at Night? Close More Deals by Selling to Your Client's Pain
Kathleen Glass
Director, Marketing
DriveCam, Inc. (a driver risk management company)
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