Business-to-Business

NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)


I. CASTROL LUBRICANTS CASE STUDY 
Castrol Lubricants, a division of BP, is one of the world's leading international lubricants companies. In this session, Castrol will share a case study on how they are reaching and maintaining share of mind with their B2B customers with the creation of their new on-line catalog and resource center.

Speaker:
Dave Berlin, U. S. Marketing Director, Heavy Duty/OEM, Castrol Lubricants


II. GRANT THORNTON MARKETING AND SALES CONTENT FUSION
Grant Thornton shares how it created an organizational and operational structure that has broken down silos, connected sales and marketing content, and found a voice that can be heard wherever the audience is in the sales funnel. They'll review where they started, how they built the infrastructure (national marketing team, theStudio, centralized content production process, editorial team, brand voice, briefs, CRM) and how they're beginning to meld/streamline sales and marketing content.

Speaker:
Ana Constantinescu, Manager, Editorial and Content Strategy, Grant Thornton


LUNCH (12:00 -1:00PM)

III. MEMBER ROUNDTABLE DISCUSSION (1:00-2:00PM)
In this session, Business-to-Business Committee members will be asked to share their experiences and perspectives on a B2B hot topic. This is a great opportunity to learn from your peers at other companies.

Facilitator:
Janine Martella, Director, Committees and Conferences, ANA