Business-to-Business
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NETWORKING BREAKFAST (9:00 – 9:30)
INTRODUCTIONS (9:30 – 9:45)
I. DOMTAR: RELAUNCHING A BRAND, CRUSHING CONVENTION (9:45-10:45AM)|
Domtar, a global leader in office paper, was facing low brand awareness and the environmental push for paperless. How does a company transform a commodity into brand value and create brand demand and differentiation? The award winning, "PAPER because" campaign was a brand relaunch of Domtar and spoke not about sustainability, but about people and why paper is still important. Attendees will hear how Domstar used a multichannel approach to reach key audiences to deliver the message of what the brand stood for and the role paper plays in their lives.
Speakers:
Matt Ferguson, Managing Partner, Eric Mower & Associates
Kathy Wholley, Director of Advertising & Communications, Domtar Fine Paper
II. ROUNDTABLE DISCUSSION (11:00AM-12:00PM)
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 ANA B-to-B Marketing Committee Chair
LUNCH (12:00 – 1:00)
III. ADOBE: DEMAND CREATION GENERATION STRATEGIES FOR B2B (1:00-2:00PM)
The Adobe on Adobe case study will demonstrate how the company has successfully grown its enterprise business through using its own Digital Marketing solutions combined with focused strategies for sales and marketing alignment, including: building the demand creation waterfall; organizing the team for optimal success; creating a persona and "value solution" led approach to marketing; integrating a holistic campaign strategy; deploying programs and tactics that produce the best sales results, and more. You'll also learn how other B2B companies, such as NetApp have achieved success using Adobe Digital Marketing solutions.
Speaker:
Scott Harris, Director Enterprise Campaign and Demand Marketing, Adobe Systems
IV. IDEAS FOR FUTURE MEETINGS (2:00-2:30)
This session will call on all members to provide suggestions for topics for future committee meetings and any other committee business.