B2B Committee: Driving Growth Along The B2B Path To Purchase @ Wells Fargo

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Nowadays there’s no clear path to reaching the right decision-maker at the right time. And for B2B marketers, that challenge is even greater than ever, as the majority of B2B customers prefer to research online independently. In today’s meeting, you’ll learn the latest tactics and strategies that leverage today’s unpredictable buying process, starting from influencer marketing to influencing individual “markets of one.”

NETWORKING BREAKFAST (9:00 – 9:30 AM)
OPENING REMARKS (9:30 – 9:45 AM)

I. ACCOUNT-BASED MARKETING AS YOUR GROWTH ENGINE (9:45AM-10:30 AM)
Founder and CEO of MomentumABM, Alisha Lyndon shares learnings from her experiences delivering maximum ROI for category leaders including Amazon, Oracle, and Microsoft. Passionate about marketing that matters and pioneer of the Account-Based Marketing movement, Alisha also hosts the Account-Based Marketing podcast. 

In this discussion, Alisha will cover: 

  • How organizations can transform their go-to-market efforts, shift perceptions and grow their most important customers
  • Tips on how to get started and where you’ll see the biggest impact  
  • Learnings from the trenches including what to watch for

Speaker:

Alisha Lyndon, Founder and Chief Executive Officer - MomentumABM

 

II. SALES ENABLEMENT SUCCESS (10:30 AM-11:15 AM)
In today’s hyper-competitive marketplace, streamlining sales enablement is a key differentiator for driving growth as it empowers sales teams with strategic resources needed to excel, from tech tools to content creation and management. Learn how being buyer focused created opportunities for Oracle sellers to engage effectively across the customer experience.

Speaker:

Eric Andrews, Vice President, Demand Operations, Cloud Infrastructure Group - Oracle


III. WHAT SUCCESS LOOKS LIKE WHEN A B2B MARKETER, MEDIA AND AGENCY COLLABORATE (11:15 AM – 12:15 PM)
To build brand credibility and increase engagement with their audiences, B2B marketers are increasingly leveraging publishers’ trusted brand equity as part of their overall media strategy. Join us as we take an in-depth look at an ongoing, successful media partnership. We’ll showcase Wells Fargo’s journey and how to drive value from deep collaboration.

A panel will explore:

  • What makes a great partnership, and what do media partners bring to the table?
  • How Wells Fargo — and other B2B brands — are working with publisher partners, including best practices and KPIs
  • What are some key areas for growth and improvement

Speakers:

Kellie Krug, Executive Vice President, Head of Global Marketing Wholesale (B2B Division) - Wells Fargo
Andrea Boscoe, 
SVP, Marketing Group Manager, Wholesale Integrated Marketing - Wells Fargo
Samantha Chavez, 
Director, Strategy - OMD
Karen Converse, 
VP, Marketing Program Manager, Wholesale Content Marketing Strategy - Wells Fargo
Doug Harrison, 
Senior Account Manager - Bloomberg Media


NETWORKING LUNCH (12:15PM-12:55 PM)

 

IV. POWERFUL WAYS TO EMPOWER YOUR TEAM (12:55 PM - 1:40 PM)
In today’s marketing world, digital transformation is a constant. As the director of content and communications at ThoughtSpot, a leader in search and AI-driven analytics for the enterprises, Ryan Mattison couples his understanding of the tech stack and engineering with his belief in enabling and empowering people of the company as a real asset.

Speaker: 

Ryan Mattison, Director, Content and Communications - ThoughtSpot


V. Driving Business Outcomes with Digital Advertising (1:40 PM-2:25 PM)

In a recent marketing survey report, 63% of respondents stated that generating traffic and leads was their company’s top marketing challenge. Digital advertising is addressing this issue by allowing marketers to leverage big data and place relevant content in front of the right people.

In this discussion, Ryan will cover:

  • Digital targeting capabilities
  • Best practices on Google, LinkedIn, Facebook, Twitter, and YouTube
  • ROI attribution to digital activities.

Speaker:

Ryan Chan, Senior Marketing Manager, Digital – Hewlett Packard Enterprise


CONFERENCE ADJOURNS (2:25 PM)


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.