B2B Committee: Lead Generation Best Practices @New York

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Lead Generation


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

Networking Breakfast (9:30 AM ‚Äď 10:00 AM)

Opening Remarks from B2B Committee Chair 


Linda Brunner
Vice President,Head of Digital Engagement
Siemens Healthineers


How Trade Media Still Works (and Generates Leads) 


Kevin Arsham will help members bridge the gap between trade media, the traditional, and new marketing automation technologies.¬† Learn how amplifying your assets with trade media is still relevant today ‚Äď so as to not overlook the balance and integration of all forms of B2B communications.¬† Approach the buyers journey in a less linear fashion.¬† Are we overdependent on digital communications, thinking it will solve all marketing issues, or is there still room for balance and offline approaches?¬† ¬†¬†

Kevin Arsham
Partner, Group Director, B2B Media Specialist


Fireside Chat: The Great Balancing Act: B2B Lead Generation in 2020  


Kevin Arsham
Partner, Group Director, B2B Media Specialist

Mr. Arsham is a Partner, B2B specialist at MediaCom.  He has spent more than 25 years in B2B marketing, managing B2B media strategies and executions for GE, Lockheed Martin, Shell, and Siemens.   He has received 5 B2B service awards (including Best and Brightest Media Strategist by Crain’s) and currently serves on the BPA Executive Board of Directors, and was the former chair of the American Association of Advertising Agencies (B2B).


Jason Abbate
Group Account Director
Stein IAS

Jason has more than 15 years of B2B marketing and media experience, having held senior positions at several agencies, managing interactive strategy as well as integrated paid, earned and owned media programs. He has led go-to-market strategies and tactical execution at leading B2B agencies including Stein IAS and The Mx Group, integrating martech and adtech with demand generation frameworks to help B2B clients engage audiences across the buyer journey. He has developed and managed integrated campaigns for a broad range of clients including Juniper Networks, ETS, Merck, Weight Watchers and GE.

Coffee Break

Standing Out In A Competitive Market 

A small business targeting small businesses typically find it difficult to stand out in saturated markets. Discover how Yalber's Royalty based Investments campaign laser focus on its B2B brand effectively delivered their message to potential customers. Insights from this 2019 ANA B2 Gold Award Winner campaign showcases effective methods you can use to:

  • Better analyze customer journeys
  • Refine focus so your unique message stands out
  • Be more creative optimizing conversions
  • Successfully leverage video content
  • Generate brand association among your audience¬†
Kobi Ben Mei

Kobi Ben Meir
Director of Marketing


Cracking the C-Suite - Grubhub Corporate Case Study 

Looking for more effective ways to get your foot in the door with executive decision-makers? Join Grubhub to find out how they transformed their enterprise acquisition strategy to get in front of this hard to reach audience. From conferences through to direct mail, learn how they humanized their approach to traditional tactics to win over C-suite prospects and increase their return on investment.

Madeline Maguire
Manager,B2B Marketing


Working Lunch/Roundtable Discussion 


Schedule subject to change.

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.