2009 B-to-B Marketing in the New World

Tuesday, August 4, 2009

Breakfast Sponsored by GyroHSR

8:30am

General Session

WELCOME
Bob Liodice
President and Chief Executive Officer
ANA

Bob Felsenthal
Vice President, Publisher
B-to-B Magazine
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MAXIMIZING YOUR INVESTMENT IN B-TO-B MARKETING
Motorola's b-to-b customers and prospects are allocating significantly more time to online-watching videos, reading blogs, interactive white papers, and e-zines. As a result, the company has been shifting its marketing mix from traditional to online media. Now more than 50 percent of Motorola's communications spend is online, and this includes the shift of direct marketing activities to online. Motorola has truly mastered the use of online direct marketing via reduced/more-efficient spending, better tracking of leads for conversion to sales, and improved ROI. Key learnings on how b-to-b companies can remain effective, even during a recession, through the use of smarter online communication will be presented.

Eduardo Conrado
Chief Marketing Officer, Broadband Mobility Solutions
Motorola, Inc.

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Q&A Session
Ellis Booker
Editor
B-to-B Magazine
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SMALL BUSINESS INSIGHTS: A NEW WORLD FOR B-TO-B MARKETERS
The VP of brand strategy and marketing of American Express OPEN, the unit that caters to small business, will share insights on the small business sector and key marketing trends in the 2009 "do more with less" economic climate. Practical ideas will be presented that help marketers enhance their brands while cutting costs. In addition, this session will cover tips for creating/expanding new channels, repositioning your brand/products to be relevant in this environment, and driving marketing efficiencies through the use of social media. 

Marcy Shinder
Vice President, Brand Strategy and Marketing
American Express OPEN

Q&A Session
Kate Maddox
Senior Reporter
B-to-B Magazine
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INTEGRATED MARKETING CHALLENGES & OPPORTUNITIES
For the second year in a row, integrated marketing ranks as the top concern among client-side marketers, according to an ANA poll. It’s a particular challenge for b-to-b marketers that rely heavily on the personal selling efforts of their sales force, dealers, or agents (like Allstate). This one-on-one chat features Allstate’s VP of integrated marketing communications and a senior faculty member from Northwestern University’s Medill School, Department of Integrated Marketing Communications. Their discussion will highlight how Allstate integrates its communications to b-to-b and b-to-c segments and how the company is successfully integrates digital media with existing communication channels.

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Lisa Cochrane
Vice President, Integrated Marketing Communications
The Allstate Insurance Company

Thomas H. Hayden
Lecturer
Medill School, Department of Integrated Marketing Communications

Q&A Session
Ellis Booker
Editor
B-to-B Magazine
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10 B-TO-B ISSUES IN 50 MINUTES
In this rapid-fire session, a panel of b-to-b experts will cover a lot of ground in a short period of time, discussing and debating these issues:

1. Budget Cuts: Where are you cutting your marketing budgets?  For others making these hard decisions, what's your advice?
2. The Decision Maker: B-to-b customers are often hidden by multiple intermediaries and influencers.  How does one find the real decision makers?
3. Analytics: What's new with b-to-b analytics?  Is there data that you still want that these platforms fail to deliver?
4. Events: Are you reducing use of in-person events as a marketing channel?  How should marketers use events these days given the bad publicity surrounding customer "parties"?
5. Procurement: Are client-side procurement/sourcing specialists playing a bigger role in advertising and media decisions?
6. B-to-B Creative: What's the quality of b-to-b creative work for new media?  Where do you see room for improvement?
7.  Risk Taking/Experimentation: Are you more or less willing to take risks and experiment given the current economy?
8. Up-Selling/Cross-Selling: It's more cost effective to up-sell and cross-sell to existing customers than to acquire new ones.  Given the pressures on customers' budgets, what are some effective strategies to up-sell and cross-sell?
9. Low-Cost Lead-Gen Tools: Webinars and white papers are two favorites for many marketers.  What else is working?
10. Marketing Versus Sales: Is the harsh economy helping or hurting this inter-department relationship?

Moderator
Dawn DiMartino
Vice President, Marketing Programs and Analytics
Iron Mountain
Chair, ANA Business-to-Business Marketing Committee

Panelists
Phil Clement
Global Chief Marketing and Communications Officer
AON Corporation

Linda McGovern
Director, Marketing
USG Corporation

Howard Sherman
President
Doremus

Gary Slack
Chairman, Chief Experience Officer, Partner
Slack Barshinger
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12:55pm

Luncheon Sponsored by The Wall Street Journal Office Network

LEVERAGING THE WORKPLACE AS A B-TO-B MARKETING OPPORTUNITY
Jim Harris
Chief Executive Officer
The Wall Street Journal Office Network

General Session, cont.

THE SOCIAL IMPERATIVE IN B-TO-B MARKETING
The biggest fallacy in b-to-b marketing is that since companies aren’t people, you can’t use social technologies to reach them. In fact, as Forrester surveys show, b-to-b buyers are far more likely to participate in social applications like blogs, communities, and online video than their b-to-c peers and to use these tools to help them make business decisions. Forrester’s VP and principal analyst will reveal new research on how the power of social technologies can be used to one’s advantage in b-to-b, what works, and what doesn’t, featuring case studies with proven value. The session will answer these questions:

• How do b-to-b buyers participate in social technologies?
• What objectives can b-to-b marketers accomplish using social technologies?
• What are the best practices for marketing to business buyers with social technologies?

Josh Bernoff
Vice President and Principal Analyst
Forrester Research, Inc.
Coauthor of Groundswell, on how to turn the force of customers connecting to your own advantage.

Q&A Session
Kate Maddox
Senior Reporter
B-to-B Magazine
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HOW B-TO-B MARKETERS ARE USING NEW MEDIA
A joint survey from ANA and BtoB will explore the usage and best practices of new media platforms (such as search, social networks, user-generated content, podcasts, blogging, and more) among b-to-b marketers. The study will analyze spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix. Importantly, the research sample will include business-to-consumer marketers as well, and findings among b-to-b marketers will be compared and contrasted with b-to-c marketers and trended with a similar survey conducted two years ago.

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Moderator
Frank Dudley
Chief Marketing Officer
MKTG

Panelists
Paul Dunay
Global Managing Director of Services Marketing
Avaya, Inc.

Jason Ferrara
Vice President, Corporate Marketing
CareerBuilder.com
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COMPETING ON WEB ANALYTICS
A few years ago companies created a competitive advantage simply by being online and having a presence in the digital realm. Unfortunately, the first-mover advantage has largely evaporated in most sectors, forcing companies to look elsewhere for strategies to make better decisions and maximize the value of the online channel. In this groundbreaking presentation, Eric Peterson will outline how great organizations use analytics in the increasingly fragmented online channel to trump their rivals and how people, process, and technology should be leveraged to create a competitive advantage. If you’ve ever struggled with your digital measurement efforts, either because you didn’t trust the data, didn’t understand the data, couldn’t get the data you actually needed, or couldn’t use the data you had been given, this session will be of great benefit. You’ll learn how to transform your current use of Web analytics data by creating a digital measurement roadmap, hear first-hand about the successes your peers and competitors are already reporting, and gain valuable insights into deploying the best technology, hiring the best people, and creating the best business processes designed to improve your ability to compete in the online channel.

Eric T. Peterson
Founder
Web Analytics Demystified

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Q&A Session
Dawn DiMartino
Vice President, Marketing Programs and Analytics
Iron Mountain
Chair, ANA Business-to-Business Marketing Committee
______________________________________________________________

 Wednesday, August 5, 2009

General Session

GETTING THE MOST BANG FOR YOUR MARKETING BUCK
Economic downturns are blessings in disguise for the frugal marketer. An organization’s marketing function plays an even larger role in recessionary times, as limited resources must be applied to the greatest opportunities to increase sales and achieve a sustainable competitive advantage. B-to-b companies can optimize their marketing spend via smart use of online marketing and social media. Those vehicles are transforming marketing in a cost-effective way by offering new means of collaboration in a virtual environment using an authentic voice—the customer’s. As a result, your organization will be in a much stronger position to capitalize on the economy’s resurgence.

Mark Wilson
Vice President, Corporate Marketing
Sybase, Inc. 

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Q&A Session
Ellis Booker
Editor
B-to-B Magazine
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HERDING CATS: CREATING ALIGNMENT BETWEEN MARCOM OPS AND TRANSFORMATIONAL CORPORATE STRATEGY
Integration’s most daunting task is aligning disparate marketing communications operations, including digital, in the necessarily decentralized and matrixed corporation. This session will bring together a panel of senior marketing executives who are meeting the challenge of doing so, even as their companies’ corporate strategies are driving major transformation in order to respond to present market dynamics.

Moderator
Rick Segal
Chief Executive, North America and Global B-to-B Practice Leader
GyroHSR

Panelists
Bill Fox
Senior Vice President, Fidelity Communications and Advertising
Fidelity Investments

Juanita James
Chief Marketing and Communications Officer
Pitney Bowes Inc.

Susan Popper
Senior Vice President, Marketing Communications
SAP
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THE AWAKENING - B-TO-B COMPANIES ACKNOWLEDGE THE NEED FOR GREATER MARKETING PROWESS AND THAT IT WINS INCREASED MARKET SHARE
Historically B2B marketers were seen as role players; they often seemed to play a less significant part than their B2C counterparts and were more likely to be considered synonymous with supporting the sales force than the core driver of corporate success. In a recent ANA/Booz & Company study we discovered that those days are rapidly coming to an end. B2B marketing is becoming central to the success of many B2B firms, and strong B2B marketing capabilities appear to be a key driver of top-line growth and market share. John Jullens, Principal, Booz & Company will lead a panel of key B2B marketers who will discuss what specific changes have taken place to cause this shift and what other B2B marketers can learn from these findings.

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Moderator
John Jullens
Principal
Booz & Company

Panelists
Nicole Ames
Senior Marketing Communications Specialist
Liberty Mutual Group

Terry McDougall
Director, Marketing and Client Strategy
BMO Capital Markets

Alexander Schmidt
Director, Marketing
Canadian Bank Note Company, Limited
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CONFERENCE WRAP-UP: CONNECTING THE DOTS
The final session at B-to-B Marketing in the New World will feature editors from BtoB Magazine and the Conference Co-Chairs in a roundtable setting summarizing the major take-aways of the two-day conference. Reflecting on the formal sessions--as well as on-the-ground conversations with conference attendees--they will connect the dots that will lead to greater insights that will help you build your brands and grow your businesses. This session will conclude with audience Q&A.

Panelists
Ellis Booker
Editor
B-to-B Magazine and BtoBOnline.com

Sean Callahan
Media Editor
B-to-B Magazine

Kate Maddox
Senior Reporter
B-to-B Magazine

Dawn DiMartino
Vice President, Marketing Programs and Analytics
Iron Mountain
Chair, ANA Business-to-Business Marketing Committee