Committees | Events & Webinars | Business-to-Business | ANA

Business-to-Business

This event is over.


MEETING AGENDA

NETWORKING BREAKFAST (9:00–9:30AM)
WELCOME AND INTRODUCTIONS (9:30–9:45AM)

1.    Assess the State of Your Marketing Excellence (9:45 – 10:35AM)


Best-in-Class marketers align marketing with business outcomes and clearly convey their impact and contribution to the organization. Alignment and accountability are inextricably linked and are the cornerstones of any successful marketing organization.


Since marketing is expected to be more accountable for the investments it makes on behalf of the organization, best-in-class marketers also establish metrics and key performance indicators (KPIs) for marketing.  

The goal of this session will be to give you insight into how to define and select the metrics and KPIs that will help you make appropriate customer, program, and investment decisions and understand what is and isn’t working so you can make necessary course adjustments, and measure marketing’s impact and value.


Session Lead:  Laura Patterson, President, VisionEdge Marketing

2.    Ready to Boost Your Sales? (10:50 – 11:40AM)


Neither marketing nor sales works in a silo – they cannot do the job of producing the revenue stream the CEO desires alone.  Together, however, they can create an environment for a prospective customer that increases the prospect’s propensity to buy. And when there are deals being closed, everyone wins.
However we are now challenged because the traditional sales process has evaporated; buyers are now self-servicing rather than engaging with salespeople. The result: salespeople must rely more on marketing generated leads.  Sales consequently wants marketing to provide more programs to get the attention, making marketing the initial sales person.


In this session we will explore what sales needs from marketing, and why it is something beyond just “more leads”. You will learn how organizations that are building stronger sales and marketing alignment, with sales relying more on marketing for lead generation are fueling the next generation of marketing programs.

Session Leader:  Amar Bhatia, Account Executive, Salesforce

3.    Where Are You on Your Multi-Touch Attribution Journey? (11:40AM – 12:30PM)


As consumers media consumption behavior becomes more decentralized, the ability to reach and impact them with the right message on the right platform becomes even more critical. This is especially true in the B2B space where we see much more focused target audiences. Those businesses who are not able to adapt to this new reality will begin to lose share, while those who are able to change with the new surroundings will win the market.

With this in mind, John Matthews (President of Marketing Evolution) will walk you through the power of PersonCentricTM attribution and media planning; providing insight into why businesses should move towards thinking about the individuals within our media plans. We will be diving into a B2B case study with Cox Business and other brands which will show how improving the media mix in real time can increase ROI by improving targeting, right sizing media spend across all touch points (online and offline), and optimizing creative rotation in real time.

Session Leader:  John Matthews, President, Marketing Evolution


Lunch (12:30 – 1:30)


4.    How to Maximize Your Content Budget (1:30 – 2:30PM)


Content marketing is a strategic marketing approach – not just haphazardly posted items on social media feeds. Successful marketers have a clear sense of what they wish to accomplish and how content will move their brand closer to your objectives and digital marketing strategy.

However, two-thirds of marketers devote less than a quarter of their marketing budgets to the production, management, and distribution of this content. This demonstrates that while most companies are interested in growing their content operations, the majority of them are not making the necessary investments to make that leap.

The purpose of this session will be how do you go about getting those necessary resources? You will learn proven steps for how to ask for more money, followed by a breakdown of how you should spend that money once you get it.

Session Leader:  Clare McDermott, Editor, Chief Content Officer Magazine

5.    Feedback/Next Steps (2:30 – 3:00PM)


Committee member input as to group direction, topics to be covered, etc.