B2B Integrated Marketing Communications
This session is available as a member-benefit to full ANA members only. Seats are limited and confirmation of attendance will be required in advance of the session.
Business-to-Business marketing and communications are more challenging than ever. To be most effective, campaigns should be strategic and integrated, and they should include marketing and communication strategies and tactics that are well-orchestrated with selected media and messaging. This workshop is 100% focused on a Business-to-Business strategic approach that will help you to better integrate and manage marketing and communications to increase sales of products and services. In the end, you will learn to develop end to end integration strategies and tactics that achieve objectives by effectively helping to move customers to make a purchase decision.
Who is this workshop for?
Specially designed for Business-to-Business (B2B) marketing managers, communications managers and others who are, or will be, decision makers in marketing, communications, PR, ads, digital and other media. It is also intended for those in B2B who want to learn integration and content marketing best practices that result in customer communications that can help to build a business.
- Setting the Stage (20 min)
- Identify Target Markets (25 min)
- Your Target Markets & Competitive Advantage (40 min)
- Break (15 min)
- Procurement Process and Customer Touch Points (35 min)
- Your Customer Needs & Touch Points (40 min)
- Lunch (45 min)
- Develop Marketing & Communication Strategies (20 min)
- Your Marketing Communication Objectives (35 min)
- Produce an Integrated Creative Brief for the Chosen Markets (25 min)
- Your Creative Brief and Messaging (50 min)
- Break (15 min)
- Analyze: How Could You Improve Integration? (20 min)
- How You Want to Improve Integration Now? (40 min)
- Closing: Steps to implement IMC (50 min)
Start: Tuesday, May 16, 2017 at 9:00am
End: Tuesday, May 16, 2017 at 5:00pm
520 Eighth Avenue
New York, NY 10018
|ANA||Associate Gold||Associate Silver||Associate Individual||Non Member|
|Register||ANA $0||Associate Gold N/A||Associate Silver N/A||Associate Individual N/A||Non Member N/A|
As managing director of Strategic4sight, Vin helps organizations improve by developing marketing communications campaigns that are strategic and integrated – combining and orchestrating selected media and messaging. He provides a Brand Strategy and Marketing Audit to increase revenue and reach sales goals. A branding expert, he has led naming of companies, products and services.
During a successful ExxonMobil career, Vin led business-to-business marketing and corporate communications functions for the chemicals division. While serving as global marketing communications manager for ExxonMobil Chemical Company, he led market research and development of B2B marketing communications planning, sales collateral, media relations, ads, websites and trade shows for 10 worldwide business units.
Leveraging his experience, Vin serves as an adjunct professor at SMU, teaching business in a senior capstone course. He holds a BA degree from DePauw University and an MBA from Carnegie Mellon University.