B2B Brand-to-Demand Conference (In-Person Only)

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Welcome to B2D 2024, ANA Business Marketing’s Brand-to-Demand Conference, presented by LinkedIn and Stein IAS. Hosted at LinkedIn's New York City headquarters in the Empire State Building, this is a first-ever industry event tackling key questions about the brand-to-demand relationship in B2B. As marketers develop strategies to invest in brand for the long-term and in demand for near-term pipeline, B2D 2024 brings together the brightest minds in the industry to answer the question: what’s the most effective path to growth?

Our goal is to explore latest thinking and real-world approaches around building brand, driving demand, and bridging the gap between both. You’ll hear from expert practitioners and thought leaders who’ll provide insights, frameworks and case examples. Through guided panel discussions, you’ll share your experiences and collaborate with peers to help achieve the impact that’s realizable when brand and demand converge.

We encourage brand and demand teams to attend B2D 2024 together, so challenges and opportunities from all perspectives can be put in the table for open and candid discussion.
B2D 2024 is a call to action: we will convene an industry leading community of practice focused on one of the B2B’s most important areas of advancement and growth. It will be the first in a series of events and initiatives organized to this end.
B2D 2024 also will be the initiation point for an evolving “playbook” that provides B2B marketers with a best-practice guide to unified and more effective brand/demand marketing.

It is to be noted that CAMP certification holders may earn three CEUs in the Conferences category for attending this event!

Agenda

Directions To Attendees:

You will receive an email from noreply@risebuildings.com containing a QR-Code for easy entry to the LinkedIn offices. *Please check your junk folder if you can’t find the email.
Upon entering the Empire State Building at the lobby level, locate the elevator-bay with “LL-7” signage, scan your QR-Code for turnstile access, and press “3” on the digital elevator pad.
Once on the 3rd floor, please check-in with the LinkedIn reception team who will guide you to our Executive Briefing Center. **Guests should plan to bring a government issued ID in case requested by Empire State Building security.

TIME	EVENT DETAILS	LOCATION
Thursday, February 29, 2024
9:00am - 9:30am	NETWORKING BREAKFAST
9:30am - 9:40am	WELCOME REMARKS Sonia David VP, Business Marketing ANA
9:40am - 10:15am	FROM STRENGTH TO STRENGTH: THE RECIPROCAL IMPACT OF BRAND AND DEMAND It’s a clear case of 1 +1 = 11. In isolation, brand and demand investment have value. But when brand and demand are joined up and approached holistically, the impact from brand to demand to revenue is profound. Jim Habig and his team will share case studies and perspectives from LinkedIn on the reciprocal impact of brand and demand. Jim Habig VP of Marketing, LinkedIn Marketing Solutions LinkedIn Paolo Provinciali VP - Marketing Growth, Performance, and Operations LinkedIn View Event Recap
10:15am - 10:50am	MODELING OPPORTUNITY: UNIFYING BRAND TO DEMAND: THE FUTURE MODEL Customers neither know nor care if your communications are coming from the brand team or the demand team. What they do care about is a consistent, connected customer experience from first touch to in-life. At this session, a strawman model for unified brand-to-demand marketing will be introduced. The intent is to use the model to get the collective input of ANA B2D 2024 participants and collectively shape the optimal model for the present and future of B2B marketing. Marc Keating Chief Innovation Officer Stein IAS
10:50am - 11:35am	BRAND-TO-DEMAND ORGANIZATIONAL: STRUCTURES AND SKILLS Silos. Organizational resistance. Balancing brand-building efforts with demand-driven strategies Aligning teams and internal/agency. Changing skill set requirements. Leadership. There are plenty of barriers to brand-to-demand marketing. But there are no excuses for sub-optimal performance. This session puts it all on the table. Mirko Mueller-Goolsbey Director, Brand Marketing SAS Beth Yates Sr. Director, Strategic Brand Management BD (Becton Dickinson) Denise Cummings Director, Digital Marketing US Regions BD (Becton Dickinson)
11:35am - 11:50am	NETWORKING COFFEE BREAK
11:50am - 12:35pm	CREATIVITY AND EXPERIENCE: THE POWER OF BRAND COHERENCE There’s a movement in B2B toward investment in building brand strength. There’s the never-ending need to harvest in-market demand. The through-line is CX coherence. Can a unified creative platform support brand and demand activation? Can distinctive brand assets drive memorability and performance? Can (and should) brand and demand campaigns be fully integrated into more resultful brand-to-demand campaigns? These are the among the questions in B2B marketing that most need definitive answers. Toni Clayton-Hine CMO Americas EY Nicole Huynh Global Head of Growth Marketing BNY Mellon Facilitator: Tom Stein Chairman Stein IAS
12:35pm - 1:20pm	NETWORKING LUNCH
1:20pm - 2:05pm	CHANNELS AND INVESTMENT: FORMULAS FOR GROWTH As B2B continues its progression, it also continues to lack sufficient, evidence-based investment and allocation models. How should dollars be coordinated in a brand-to-demand context? The same for channel mix. The same for KPIs and measurement. This session probes approaches and methodologies, what’s available and what’s lacking. Importantly, it focuses on how best to make the case for investment. Bess Creech Global Director, Brand Marketing SAS Alice Cherry CMO S&P Global Paolo Provinciali VP - Marketing Growth, Performance, and Operations LinkedIn Facilitator: Jim Habig VP Marketing LinkedIn Marketing Solutions View Event Recap
2:05pm - 2:20pm	NETWORKING BREAK
2:20pm - 3:05pm	FULL FUNNEL ORCHESTRATION PART 1: TECH, DATA, AND PLATFORMS Full funnel communications require robust, tech-enabled orchestration, from adtech to AI, data to dashboards. Intent, predictive analytics, data enrichment, audience building, ad targeting and much more all come into play. Leaders across all these realms will lead the conversation about what great looks like when connecting brand to demand to revenue. Adam Kaiser VP of Growth Marketing 6sense Kit Haines-Bornheimer Sr. Director Field Marketing Verizon Sam Archbold SVP Digital Marketing & Technology U.S. Bank Facilitator: Lou Cohen Director, Digital Marketing and Demand Generation Leader, Americas, EY Digital Marketing Professor, NYU, Yeshiva University, and CUNY Baruch View Event Recap
3:05pm - 3:50pm	FULL FUNNEL ORCHESTRATION PART 2: INTERCONNECTING THE MOVING PARTS The many moving parts of B2D require considerable orchestration. This final session of the day will address the best ways to tie it all together. The session will probe effective execution and delivery against strategic priorities and ultimately, growth. Sven Dellagnolo Sr. Director, Global Demand Generation and Marketing Strategy Lexmark Sophia Agustina Global Brand-to-Demand Strategy, Cross IBM IBM Jason Angrisani CMO Cantor Fitzgerald Facilitator: Roopa Maniktala Marketing Program Director, Field Marketing IBM View Event Recap
3:50pm - 4:00pm	RECAP AND CLOSING REMARKS Sonia David VP, Business Marketing ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.