B2B Committee: Demand Generation @Grant Thornton

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In today’s digital landscape, the buyer is in control and is more sophisticated than ever before. In fact, according to Forrester, 93 percent of B2B buyers prefer to transact online when they have decided what to buy. The ANA B2B Committee meeting will address how to effectively engage and target buyers, touching on a wide range of demand generation tactics from content, process, technology and data analytics.


9:00 a.m. – 9:30 a.m. - Networking Breakfast


9:30 a.m.  9:45 a.m. - Introductions


Session 1:  Simplifying Our Approach to Demand Generation

How Siemens Healthineers is removing complexity from our demand generation in order to run more efficient global/local campaigns.

Siemens Healthineers is a very large and complex organization with a worldwide presence. I will talk about our initial approach to demand generation and digital marketing and how as a reaction to both internal complexity, and the expectations of our local markets, we have simplified our approach to developing content and our digital marketing strategy.

John Hilbert

John Hilbert

Director of Online Marketing Automation and Interactive Marketing
Siemens Healthineers

Session 2: Marketing & AI: Lessons Learned from Developing Three Use Cases

AI-powered marketing platforms are becoming more common, especially for the purposes of lead generation, data analysis, ROI and more. But that doesn’t mean there aren’t challenges around their application. Hear what Grant Thornton learned from its AI use cases so you can be better prepared as you integrate AI into your marketing strategy.

Takeaways include:
1) Embracing Moravec’s Paradox, the key to becoming a better AI marketer
2) Identifying the elements of a good AI use case
3) Focusing on the challenge and not the (many) solutions out there
4) Determining whether AI is what you really need

Sara Hocking

Marketing Innovation Associate Director
Grant Thornton

11:15 a.m.  11:30 a.m. - Coffee Break

Session 3: ABM Roundtable Discussion

One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a “closed door” environment and to leverage and share knowledge and insights with marketing peers. Often times, many marketers have similar challenges so come prepared to talk about key areas of focus and the challenges tied to your ABM initiatives.


12:15 p.m. – 1:00 p.m. - LUNCH: Networking Session

Session 4: It’s Programmatic Not Problematic: It Really IS Time to Make DSP Part of Your Media Buy

Years into the programmatic media revolution, B2B companies still often lean toward traditional media plans and buys Why? Programmatic, properly managed,  is now proven to  successfully target even niche B2B audiences. More importantly, programmatic provides the analytics and ROI against conversion goals. Learn how Whirlpool Corporation is leveraging programmatic/DSP media to reach their B2B targets. You’ll also hear from a digital media exec at Whirlpool’s agency who’s  been in the DSP world since its inception and has directed DSP campaigns for national companies.

Renee Catania
Marketing Executive, Shopper Marketing
Whirlpool Corporation

Mark Robinson
Director, Integrated Media and Digital Analytics
CBD Marketing, Chicago


Session 5: Aligning Brand, Content and Resource Strategies to Deliver Effective Demand Generation Campaigns

As B2B marketing leaders responsible for demand generation and pipeline development continue to meet the requirements of commercial teams — especially when it comes to new product launches — it’s more important than ever to synchronize the efforts of internal and external resources to maximize ROI. Understanding the relationships of a full-funnel demand gen effort and the resources that contribute to its success can mean the difference between success and failure.

Panduit, a global physical electric and network infrastructure solutions provider, will share insights on how it approaches demand generation from new product awareness through interest and conversion with a plan, test, measure and learn approach and collaborative team dynamic.

This session will review strategies and best practices that include:

  • Building full-funnel demand gen campaign strategies
  • Developing content through customer insight and mapped customer journeys
  • Defining and testing efficient paid, owned, earned and social activation
  • Measuring and optimizing for the best results

We’ll also share a case study on a recent Panduit new product launch campaign.

Chad Reynolds
Director, Global Marketing – Industrial Electrical Infrastructure

Becky Davidson
Director, Account Planning & Management
Nelson Schmidt, Inc.

(More speakers to follow. Schedule subject to change.)