B2B Committee Midwest: Customer Centricity to Drive Growth


Start: Thursday, December 5, 2019 at 8:00am

End: Thursday, December 5, 2019 at 3:00pm


Grant Thornton
171 N. Clark Street
Suite 200
Chicago, IL 60601

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

Customer Centricity

According to Forrester Research, “customer-obsessed B2B firms are 2X more likely to report revenue growth of 10 percent or more.” Such a data point is music to the ears of ROI-driven B2B marketer. But putting it into practice is no easy task – requiring organizational, technical and cultural changes. So, what does it take to make your organization truly customer-centric? Join us for insightful sessions, case studies and discussions on proven ways that can help you position your customers at the center of your marketing efforts.

Networking Breakfast
9:00am – 9:30am (CT)

Opening Remarks from Event Host and ANA B2B Committee Chair
9:30am – 9:45am (CT)

John Swerling
Director, Marketing Technology 
PwC (Event Host)

Chris Vitrano
Nelson Schmidt (Midwest Chapter Chair)


The World's Simplest Brand and the Power of Simplicity: A Special ANA B2B Edition 

Want to forge deeper relationships with customers? Learn how organizations use simplicity to articulate their purpose, deliver a clear value proposition and create simple customer experiences to build a more valuable brand. Moderated by Brian Rafferty, Global Director, Business Analytics & Insights, and based on their annual World’s Simplest Brands study, this roundtable session uses an interactive format that lets each participant share their knowledge and experiences while learning from peers.

About the World’s Simplest Brands study:
More than 15,000 people across nine countries in the U.S., Europe, Asia, India, and the Middle East evaluated brands and industries on their simplicity. Key findings include:

  • 55 percent of people are willing to pay more for simpler experiences.
  • 64 percent of people are more likely to recommend a brand that delivers simple experiences.
  • A stock portfolio of the simplest global brands has outperformed the average of the major indexes by 679 percent since 2009

Brian Rafferty
Global Director, Business Analytics & Insights


How B2B Should Approach Social Media for Maximum ROI  

It’s no secret that compared to other marketing channels, social media marketing offers companies the opportunity to attract a lot of attention at a relatively low cost. So why do marketers and business leaders struggle to capitalize on the opportunity? For many, it comes down to this: it’s very hard to quantify the ROI of social media.

According to media mogul, Gary Vaynerchuk — who recently spoke at the 2019 ANA B2B Conference — in order to succeed in social media marketing, companies need to "stop thinking like advertisers and start thinking like a media companies." But what does that mean for your business, and how do you actually do it? In this session, we will demystify the social media marketing opportunity, and show you how to create a strategic social media content framework that accelerates your target audience through the sales funnel. This session will also enable you to translate your existing assets into compelling content to drive real, meaningful business impact through social media marketing. You will walk away with a firm understanding of this practical social media content framework and how to leverage it to identify — and execute — your brand’s purpose on social media.

Matthew Babiarz
Senior Digital Strategist



HRoundtable 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 initiatives tied to customer centricity.

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