Business-to-Business
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NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)
I. HOW CDW'S CUSTOMERS BECAME BRAND ADVOCATES (9:45-10:45AM)
CDW has a loyal and enthusiastic customer base, but CDW wasn't leveraging this group. Who better to tell the CDW story than the customers who could relate their story from a personal perspective? This session will talk about how they built a customer advocacy program, measured engagement and success and tips other B2B marketers can use to leverage their own loyal customers that go beyond ratings and reviews.
Speaker:
Lauren McCadney, Sr. Manager, Social Media, CDW
II. CARS.COM "NO DRAMA" APPROACH TO B2B MARKETING (10:55-11:50AM)
Cars.com's 2013 Super Bowl Ad kicked off the organization's first truly integrated campaign targeting B2C and B2B audiences both internally and externally. An extension of the "ALL DRIVE. No Drama" consumer campaign, the B2B ALL DRIVE campaign supported the dealer network and included a sweepstakes, innovative interactive digital application, thought leadership, social media and more. Hear Cars.com share the three pillars they identified to help dealers drive their brand forward, as well as the internal communication strategy developed to rally the entire organization.
Speaker:
Alice Marder, Senior Manager, Integrated Marketing, Cars.com
III. ROUNDTABLE DISCUSSION (11:55AM-12:40PM)
In this session, Business-to-Business Committee members will be asked to share their experiences and perspectives on a B2B hot topic. This is a great opportunity to learn from your peers at other companies.
Facilitator:
Bill Stabile, Senior Director, Brand & Marketing Communications, Siemens Corporation and Chair, ANA B2B Marketing Committee
LUNCH (12:40 – 1:10PM)
IV. AETNA'S BRAND STRATEGY AND CONVERSION (1:10- 2:10PM)
This Aetna Brand Refresh overview will provide committee members with background on Aetna's brand evolution, how their brand aligns with business strategy, their brand promise, considerations for a new visual identity, and highlights their brand conversion approach.
Speakers:
Betty-Jean Lane, Brand Management Unit Head, Aetna