Committees | Events & Webinars | Business-to-Business | ANA

Business-to-Business

This event is over.


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


I. CONTENT MARKETING AS A DESTINATION HUB (9:45 – 10:45AM)
Content marketing is about attracting an audience to an experience, or "destination," that you own, build, and optimize to achieve your marketing objectives. But content is everywhere. There's product content, sales content, customer-service content, event content, employee-generated content, marketing and campaign content. Even advertising is content.

With content marketing you are attracting an audience to a brand-owned destination versus interrupting or buying an audience on someone else's platform.

Lance Kinerk, who manages the global digital marketing strategy at his organization, will lead a discussion on how to focus on elevating the digital presence through desktop, social, mobile, and video channels.

Because digital strategy is evolving so rapidly to include data from users, applications, physical assets, as well as customer data, how can we leverage data from all these sources to deliver value to the end user, the channel partners, and to our organizations?

Join us as we discuss what is the strategy to create a global process for search engine optimization (SEO), PPC, and marketing automation programs that our global audience can utilize to increase leads.

Speaker:
Lance Kinerk, Global Director Digital – Ingersoll Rand


II. THE IMPACT OF BRANDING ON B2B PURCHASING DECISIONS (11:00AM – 12:00PM)
While B2B brands don't get as much press, they are very valuable and often, as a percentage of assets, more valuable than their better-known B2C cousins. Some analysts estimate that B2B brands may be worth well over $100 billion.

More importantly, brands drive profits. Even brands of less well-known companies are valuable because B2B purchases arguably matter more than B2C ones – buy the wrong toothpaste, and you can always change brands when the tube runs out; but buy the wrong turbine and you could hurt your company's earnings for years ... and find yourself looking for another job.

During this session, Chris Steenstra, Managing Partner, Eric Mower + Associates, will lead a discussion on the value of branding and why it translates into more profit for B2B companies. We will also delve into why strong brands generate higher margins and have outperformed weak brands by up to 20 percent.

Speaker:
Chris Steenstra, Managing Partner – Eric Mower + Associates


LUNCH (12:00 – 1:00PM)


III. UPGRADE YOUR AGENCY CONTRACT PROCESS – REDUCE YOUR AGENCY COSTS (1:00 – 2:00PM)
ANA conducted an intelligence study to determine if the reported non-transparent business practices were at many agencies in fact occurring. The study determined they were.

But what actions should a marketing company take now to protect themselves for the future. ANA has crafted a framework that can be used by advertisers to offer insight into business practice clarity. One of the more practical applications is the development of a Master Media Planning and Buying Services Agreement. We will provide committee members attending this session with this framework and discuss how its use can help lead to an optimal media agency contract.


MEETING ADJOURNMENT (3:00PM)