Business-to-Business

NETWORKING BREAKFAST (9:00 - 9:30)
INTRODUCTIONS (9:30 - 9:45)


I. CASE STUDY: IBM SMARTER PLANET (9:45 - 10:45)
Maria Cecilia Correa, Advertising Manager - IBM Corporation will share an overview of the journey that started in 2009 when IBM set forward a differentiated agenda for the company. This has created new markets and dramatically transformed the way the brand is perceived and experienced across its core constituents.

Speakers:
Cecilia Correa, Advertising Manager, IBM Corporation
Ty Kendig, Senior Partner, Group Account Director, IBM Brand Account Management, Ogilvy Worldwide


II. GOOGLE: THE ZERO MOMENT OF TRUTH: A B2B PERSPECTIVE (11:00-12:00)
This presentation covers the concept of the Zero Moment of Truth, as recently published in the first Google e-book authored by Jim Lecinski.  Presenters will address the evolution and importance of Search, Mobile, Video and Social and will share information on the Google +1 project and what this means for B2B Marketers.  It will include commentary on lower end funnel elements such as lead generation, as well as the blurring lines between B2B and B2C marketing.

Speakers:
Desmonique Bonet, PhD, Head of Industry, B2B, Google
Judith David, Social Specialist, Google


LUNCH (12:00)


III. HOW AETNA FOUND THE SMALL-BUSINESS NEEDLE IN A HAYSTACK (12:00-1:00)
Small business owners tend to make purchase decisions much like consumers do and therefore offer unique challenges for marketers; particularly those who market to both segments. The key challenge for health insurance company Aetna was in identifying small-business owners separately from individual consumers in a duplicative, highly saturated prospect database. Hear how Aetna cleansed and segmented their data and used highly selective targeting to dramatically increase ROI, resulting in an estimated $1 million in annual savings and a decrease in CPA by 10-25% across campaigns. Aetna and their partner, database marketing agency Merkle, were named top b-to-b award winners at the annual expo and conference of the National Center for Database Marketing for their "innovative method of combining business and consumer data sources".

Speaker:
Peter Brodnitz, Head of Branding & Advertising, Aetna Inc.


IV. MEMBER BENCHMARKING / GROUP DISCUSSION AND IDEAS FOR FUTURE MEETINGS (1:00-1:30)