Business-to-Business

Theme: Content Marketing

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


I. BNY MELLON: HOW STORYTELLING CAN CHANGE THE CUSTOMER EXPERIENCE (9:45-10:45AM)
The tradition of storytelling has been the single most powerful communication tool for thousands of years, shaping our lives, how we live them, why we live them and what it means to be human.  Because of its deep roots in our psyche, storytelling can change how we approach the customer experience.  It can push us to evolve our marketing approach from B2B into B2H.  Brands that succeed draw the consumer with a compelling narrative - for a brand to appeal to consumers, its content must tell a story, one that draws us in, broadens our horizons and delivers added value to our lives.  In this session, BNY Mellon will share key insights on how B2B marketing professionals can design a story experience that will change the way customers interact with their organization.

Speakers:
Aniko DeLaney, Global Head of Corporate Marketing – BNY Mellon
Katy Brady, Director of Advertising and Brand, Managing Director – BNY Mellon


II. SCHWAB LAUNCHES A NEW 401(K) APPROACH SUPPORTED BY EFFECTIVE CONTENT MARKETING (11:00AM-12:00PM)
While known as a leader in brokerage services, Schwab is a challenger in the 401(k) plan services market.  In 2013, the company made a bold move by launching the first 401(k) plan approach with Exchange Traded Funds as core investments.  To support this effort, the firm developed a new content strategy focusing on four content quadrants: substance, activation, governance and infrastructure.  In this session with Catherine Alexander, Vice President of Institutional Marketing – Schwab will share how Schwab has piloted new approaches, leveraging LinkedIn and other channels, to build employer relationships and a leadership role in the retirement industry.

Speaker:
Catherine Alexander, Vice President of Institutional Marketing – Schwab


LUNCH (12:00 – 1:00PM)


III. CAPITAL ONE: WHY A CONTENT MARKETING STRATEGY MATTERS (1:00-2:00PM)
It's no longer enough for marketing to define the perception of financial brands: marketing has to a story about the brand.  Capital One, a diversified bank that offers a broad array of financial products and services to consumers, small businesses and commercial clients, has found a way to improve business with their content marketing strategy.  In this session, Alexandra Cahill, UX Content Strategist, Personalization – Capital One will discuss why content strategy matters, how to bring it to life in your work, and examples of how it can improve your business.

Speaker:
Alexandra Cahill, UX Content Strategist, Personalization – Capital One


IV. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
In this session, ANA Business-to-Business Committee members will be asked to discuss their approach to content marketing in business to business and participate in a Q&A on best practices.  This is also a great opportunity to learn from your peers at other companies.

Facilitators:
Bill Stabile, Executive Director Brand Marketing Communications – Siemens Corporation
Janine Martella, Director, Committees and Conferences – ANA