B2B Committee: Lead Generation @PwC


Start: Thursday, August 22, 2019 at 8:00am

End: Thursday, August 22, 2019 at 3:00pm


One North Upper Wacker Drive
9th floor, Wicker Park Room
Chicago, IL 60606

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Attend via Webinar Client-Side Tier $0 Platinum Tier $0 Gold Tier $0 Silver Tier $0 Individual N/A Nonmember N/A
Attend In-Person Client-Side Tier $0 Platinum Tier $0 Gold Tier $0 Silver Tier $0 Individual N/A Nonmember N/A


Lead generation, from attribution and best practices to strategies and tools, continues to be a major focus for  B2B marketers. This committee meeting will cover some of the biggest challenges we face, plus a look into the future of lead gen. We'll also look at how lead gen works within an ABM strategy. Join us to:

  • Learn from our speakers and experts
  • Network with your peers
  • Dive into key issues to surface actionable solutions during our roundtable discussion


9:00 AM – 9:30 AM

9:30AM – 9:45AM
Opening Remarks from ANA B2B Committee Chairs: Linda Brunner, Head of Digital Marketing, Siemens Healthineers (National Chair); Chris Vitrano, CMO, Nelson Schmidt (Midwest Chapter Chair)


9:45 am - 10:30 am
Session 1: Panel Discussion

Latest trends, best practices and future directions for effective B2B lead generation

Head of Media, Nelson Schmidt
Head of Lead Gen or ABM at a client-side marketer (TBD)
Lead gen expert (TBD)

10:30 am - 11:15 am
Session 2: Best Practices #1

A how-to tutorial on how lead gen works in an ABM strategy

In typical B-to-B purchases, there are seven or more people involved in the decision-making process. The landscape is becoming more complex meaning that marketers must have a laser focus to engage not only their target buyers but also those who will influence or must approve of the purchase.

This session will illustrate the successful transition of a consulting firm's marketing strategy from broad to account-based marketing - and the role that lead generation played within it. This journey of more than a year ended in some of the highest client margin increases (as a percentage) across the firm. One of the biggest wins is the alignment and collaboration between sales and marketing -- the holy grail for most organizations. Key takeaways:

  • Learn why shifting from broad reach to account-based marketing yields better outcomes with fewer resources.
  • Understand how to implement successful change management across your organization.
  • Discover the right measures to show value of and return from your account-based marketing while winning favor with firm leadership and sales.

Aaron Smith
Industry Marketing Manager

Kevin Comer
Managing Director
CME Group

11:15 am - 12:00 pm
Session 3: Case Study #1

Presenter TBD

12:00 pm - 12:45 pm


1:00 pm - 1:45 pm
Session 4: Case Study #2

Presenter TBD


1:45 pm - 2:30 pm
Session 5: Best Practices #2

Presenter TBD


2:30 pm
Closing Remarks


Webinar information, if available, will be provided to registrants only.