Business-to-Business

NETWORKING BREAKFAST (9:00 - 9:30)
INTRODUCTIONS (9:30 - 9:45)


I. SIEMENS "ANSWERS" CAMPAIGN (9:45-10:45)
Siemens plays a large role in the US across many industries. And while many know the name, few really know who Siemens is. The Answers campaign was developed in 2007 to give the company a clearer and more cohesive identity, and to publicize the fact that Siemens had reshaped itself to focus on three key megatrends.

The global financial crisis hit particularly hard in the US, affecting virtually every company and community. Siemens was actually well suited to help. But the issue of low familiarity and understanding was a challenge that had to be overcome. To address this, Siemens collaborated with current agency-partner, Ogilvy & Mather.

With the campaign's focus on corporate image, it was critical for the agency to know its client inside and out, both in the US and globally.  You will hear why a good client/agency relationship is critical and how it enabled the telling of the Siemens story through the impact the company has on everyday human lives and livelihoods, all across the country.  We will discuss how the campaign reflects core truths about the company, resonates widely, drives multiple key brand measures among core audiences and how it has developed and evolved significantly over the last year.

Speakers:
Tom Haas , Chief Marketing Officer, Siemens Corporation
Sean Remler, Senior Partner, Global Executive Marketing Director, Ogilvy & Mather, New York


II. ANA MEMBER BENCHMARKING DISCUSSION (11:00-12:00)
The committee will engage in open discussion and share best practices on a variety of current issues in b-to-b marketing. The conversation will be structured around our committee's running list of "hot topics" below.
• Metrics for measuring business impact of marketing programs
• The role of research and measurement in your organization - planning, evaluation, etc.
• The value of branding in the b-to-b space
• Aligning the marketing organization with the sales team
• The "4 Ps" - what aspects do you cover and how has this evolved over time
• Brand and reputation - is there a difference and how do you measure?
• The role of event marketing

Facilitator:
Bill Stabile, Senior Director, Brand & Marketing Communications, Siemens Corporation and Chair, ANA B-to-B Marketing Committee


LUNCH (12:00 - 1:00)


III. HOW TO SOCIALIZE YOUR MARKETING AND ADVERTISING: ADDING SOCIAL AND VIRAL OCTANE TO CURRENT B2B MARKETING PROGRAMS (1:00-2:00)
Social Media Marketing is not just about posting on Facebook and tweeting on Twitter! It's about weaving social media tactics and technology into your website and current marketing and advertising programs. It's about creating interesting and helpful content and utilizing free social tools that enable viral distribution of that content. And of course, it's about letting your customers and brand enthusiasts connect with you in a lifelong way and getting them to share what they love about your offers, products and brand. This session will walk through the practical steps organizations need to take to truly integrate the power of social media into their marketing mix. The presentation will include case studies from B2B companies large and small who use social media to weave their brands, offers and messages into the web to make lasting connection with consumers, encourage viral promotion and drive measurable results and ROI.

Speaker:
Harry Gold, Chief Executive Officer, Overdrive Interactive


IV. REMAINING HOT TOPICS AND BRAINSTORMING OF IDEAS FOR FUTURE MEETINGS (2:00-2:30)