2019 ANA Masters of B2B Marketing Conference

The core theme of the 2019 Masters of B2B Marketing Conference is “Driving Growth and Building Marketing Value.”  Learn from top CMOs and marketing leaders as they share their inspirational approaches to effective, results-driven brand marketing that drive sales, profitability, and return on investment. Join hundreds of B2B marketers and marketing solutions providers from a wide range of industries and you’ll come away with actionable insights and transformational thinking that connects innovative business marketing with real, tangible business growth.

What’s more, the conference reveals and celebrates the top winners of the 2019 B2 Awards program (the preeminent awards program for B2B marketers), recognizing results-driven work.

Hear what attendees from last year’s conference had to say:

  • “Solid, insightful, actionable, inspiring content and speakers.”
  • "Unique B2B marketing-focused conference with good networking opportunities across many verticals.”
  • “Great energy regarding new marketing thinking and innovation.”
  • “This is not another conference de jour, this is the “can’t miss” for the “business side of B2B.”

Registration for the Masters of B2B Conference also includes entrance to the B2 Awards Gala dinner. You do not need to register for the gala separately if you are attending the Masters of B2B Conference.

The hashtag for this event is #ANAB2B.

The handle for this event is @anamarketers.

Conference Host:
Bill Tucker
Group Executive Vice President
ANA

  Receive the most discounted rate by purchasing a corporate package for multiple attendees!

ANA Client-Side Marketer and Platinum Tier members:

  • $2,599 for up to three members from the same company (attendees must be register after corporate package is purchased)

Marketing Solutions Provider Gold Tier members:

  • $2,799 for up to three members from the same company (attendees must register after corporate package is purchased)

Marketing Service Provider Silver Tier members:

  • for $2,999 for up to three members from the same company (attendees must register after corporate package is purchased)

Non Members:

  • $3,599 for up to three attendees (attendees must register after corporate package is purchased)

Please note that no refunds of any kind are available for corporate packages and we cannot split payments between credit cards. Please click the orange "Buy Corporate Packages" button below to take advantage of this special rate.

when

Start: Wednesday, May 29, 2019 at 10:30am

End: Friday, May 31, 2019 at 12:00pm

WHERE

Sheraton Grand Chicago
301 E North Water St
Chicago, IL 60611

The ANA has negotiated a special room rate of $255/night. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email. In order to use the ANA rate, you must be registered to attend the conference. To make your room reservation, please click here. The cut-off date is Monday, May 6, 2019, after which prevailing rates apply.

Registration for the Masters of B2B Conference also includes entrance to the B2 Awards Gala dinner. You do not need to register for the gala separately if you are attending the Masters of B2B Conference.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Conference Registration (Registration to the conference includes the B2 Awards Gala Cocktail Reception and Dinner) $1,399 $1,399 $1,445 $1,499 $1,499 $1,699
Single B2 Awards Gala Dinner Only (One single ticket for the B2 Awards Gala Cocktail Reception and Dinner ONLY) $225 $225 $225 $225 $225 $225
One Table - B2 Awards Gala (Table seats 10 people. Guest names will be required prior to event.) $2,250 $2,250 $2,250 $2,250 $2,250 $2,250

ANA Client-Side Marketer and Platinum Tier members may take advantage of special corporate pricing of $2,599, Marketing Solutions Provider Gold Tier members for $2,799, Marketing Service Provider Silver Tier members for $2,999, and non members for $3,599 to purchase a corporate package for up to three members from the same company. Please note that no refunds of any kind are available for corporate packages, and we cannot split payments between credit cards. Please click the orange "Buy Corporate Packages" button below to take advantage of this special rate. Please visit our website at http://www.ana.net/members/associatelist to see if your company is a Marketing Solutions Provider member and here at http://www.ana.net/members/list to see if your company is an ANA member.

For issues processing your registration or other frequently asked questions, please refer to this page.

Attendee lists are not provided ahead of the conference. You will receive a hard copy when you check in on-site, and it will also be made available on the ANA Events app once the conference has begun.



Agenda

TIME EVENT DETAILS LOCATION
Wednesday, May 29, 2019
9:30am Registration Opens

Sheraton/Chicago Foyer
10:30am Conference Kickoff Sessions

Chicago 6/7
11:40am

WHAT B2B BUYERS REALLY CARE ABOUT

We often think of the world of B2B decision making as being very rational. It's all about price, service levels, warranties, etcetera. However, Bain & Company’s research shows that's entirely not true: while most B2B companies focus their energy on functional elements, there's also a lot of emotion involved in B2B decision making.  Elements of Value, based on Maslow’s Hierarchy of Needs, helps companies address the broader challenge of these intangibles and acts as a compass when deciding where to add value to their propositions – whether it’s ease of doing business value (productivity, access, relationships), individual value (reduced anxiety, network expansion, growth and development) or inspirational value (social responsibility, vision).  Jamie will talk about how organizations can decide what elements matter most to them and their customers, and how to put these elements to work by following five key steps.  Attendees will come away from the session with a better understanding of:

  • What the Elements of Value are for B2B
  • How they can use the Elements of Value to better meet customer needs and differentiate in the market

Jamie Cleghorne
Partner Bain & Company
1:00pm General Session Begins

Sheraton Ballroom

OPENING REMARKS

Bob Liodice
CEO ANA
Bill Tucker
Group Executive Vice President ANA
1:30pm

TURNING PURPOSE INTO ACTION

SAP is the fastest growing business software company in the world, leveraging marketing to drive its exponential by 41% growth in the cloud and focusing on brand purpose and purpose driven marketing. Alicia Tillman leads SAP Marketing and is a key driver of the industry’s shift around authenticity and accountability. In this keynote presentation, Alicia outlines how the brand is driving change through innovation and turning purpose into action.

Alicia Tillman
Chief Marketing Officer SAP
2:10pm

GARY VEE ON B2B

Founder and chairman of VaynerX, a media and communications holding company and CEO of VaynerMedia, Gary Vaynerchuk is renowned among digital marketing circles around the world. He believes that B2B firms need to market themselves differently than consumer-oriented firms and that in the future, every business will have to act like media. Get energized with Gary and hear his unique perspective on engaging your customers so that your business can grow.

Gary Vaynerchuk
CEO VaynerMedia
2:50pm Networking Coffee Break  

3:10pm

CO-CREATING SUCCESS: HOW ONE B2B MARKETER DRIVES GROWTH WITH ENTREPRENEURS

The explosion of the gig economy continues unabated as more first-time entrepreneurs are turning their part-time side hustles into a full-time reality. In fact, small business creating two of every three jobs in US, making it big business for B2B marketers.

Hiscox, a leading specialist insurance company, has been helping small business owners chart their own course. Together with their lead agency partner, gyro, hear from Hiscox EVP & CMO, Russ Findlay, about how they have used their strong brand positioning as the business insurance experts and thought leaders to help 21st century entrepreneurs. The pair will also share insights from their content marketing program to illustrate the clear economic and emotional business case for taking a highly creative approach to B2B brand building – where decision-makers have the unique ability to connect the business agenda, challenges, and essence to a higher purpose. 

Christoph Becker
Chief Executive Officer and Chief Creative Officer gyro
Russ Findlay
Executive Vice President and Chief Marketing Officer Hiscox
3:40pm

MARKETING 5G FOR BUSINESS

Just as the airplane fundamentally changed the traveling experience and set off a chain reaction of innovation, so too does 5G promise to alter the nature of our digital experience. From leisure to healthcare to retail to manufacturing to finance and beyond, 5G can be seen as a possible enabler of radically new ways to do business.

Mo Katibeh, AT&T Business Chief Marketing Officer shares an evolved B2B marketing approach that AT&T deployed to help business leaders understand the promise of 5G and, more importantly, what it means for their particular business. He also discusses what 5G could mean for the transformation of business operations, products, marketing and brands in a 5G-world.

Mo Katibeh
Chief Marketing Officer AT&T Business
4:20pm

ABM AND MODERN B2B ADVERTISING: REACHING THE BUYING COMMITTEE AT YOUR TARGET ACCOUNTS

The “buying committee” is the critical audience at your target accounts. These buyers and influencers are the people who will decide whether your prospects buy your product or services, or don’t. But identifying them, and actually reaching them, has been a significant challenge — especially at the top of the funnel. During this session, Peter Isaacson, CMO at Demandbase, will take you through the past, present and future of B2B advertising, with specific examples and tips on: How marketers can turn their advertising into a growth engine; Use cases of how B2B brands are using AI and sophisticated intent data to reach the buying committee at their target accounts with account-based advertising; and Advice on how ads and placements can be specifically tailored to support ABM programs or to reach specific stages of the funnel.

Peter Isaacson
Chief Marketing Officer Demandbase
Client co-presenter TBD
5:00pm Adjourn

6:30pm Reception

Sheraton/Chicago Foyer
7:30pm Hall of Fame and B2 Awards Dinner Gala

Your ticket includes: welcome speech, three-course dinner, awards ceremony, and networking. Entries are still being accepted through March 15. Get started at B2awards.com

Sheraton Ballroom

B2B Hall of Fame Induction

The ANA B2B Hall of Fame is designed to pay tribute to B2B professionals from all sides of the industry who have made significant and lasting contributions throughout their careers while serving as B2B advocates and displaying a consistent spirit of innovation and professionalism. Criteria considered for induction include B2B marketers who have consistently.

  • Elevated B2B marketing and moved the B2B industry forward
  • Demonstrated outstanding personal and organizational leadership and achievement in their individual field
  • Contributed to the future of B2B marketing by inspiring talent and championing development programs for the next generation.

Inductees to be announced.

B2 Awards

The ANA business-to-business prestigious award program recognizes and honors B-to-B marketers and B-to-B agencies who exhibit excellence in innovative global brand strategy, customer marketing strategy, integrated internal and external marketing communications strategy, digital strategy, and successful new product and service launches. The B2 Awards Gala will celebrate and honor top awards such as Corporate Marketer of the Year, Agency of the Year, and Individual Marketer of the Year. Your ticket includes: welcome speech, three-course dinner, awards ceremony, and networking.

B2 Jury Chair and Awards Gala Host:
John Harmeling
CMO Grant Thornton LLP
Thursday, May 30, 2019
7:30am Breakfast  

Chicago 6/7
8:30am General Session

Sheraton Ballroom

WELCOME REMARKS

Bill Tucker
Group Executive Vice President ANA
8:40am

MASTERING B2B MARKETING IN A DIGITAL AGE

Digital disruption is transforming companies and industries everywhere you look, and B2B firms are not exempt. In this information and strategy-packed session, get ready to learn:

  • How B2B companies are embracing digital transformation, relying on the 3 P’s (people, processes and partners);
  • Where digital ad spending is trending in the B2B space;
  • Why B2Bs are using retention, loyalty and advocacy strategies to grow their customer base;
  • How marketing attribution and data management have become vital skills for B2B firms to adopt;
  • How B2Bs can use content marketing to grow their brands and drive business results. 

Geoff Ramsey
Co-Founder, Chief Content Officer eMarketer
9:20am

DIGGING IN WITH BRAND PURPOSE AND GROWTH AT CATERPILLAR

For almost 100 years, Caterpillar has been helping its customers make meaningful and lasting progress possible, and driving positive change around the globe. Last year, Caterpillar’s Global Marketing and Brand Director, Victoria Morrissey, led the reinvigoration of the iconic brand—taking this complex manufacturer to market with a powerful new purpose, vision, and voice. Victoria will talk about the intersection of science and story, the power of emotion, especially in the B2B space, and why you have to find the forest before you can evaluate the trees.

Victoria Morrissey
Global Marketing and Brand Director Caterpillar
10:00am Networking Coffee Break  

10:30am

NETWORKS AND NARRATIVES: AUTHENTIC STORYTELLING IN THE DIGITAL AGE

In today's digital world where networks reign supreme, effective storytelling becomes the connective tissue that brings us together. Consistently rated one of the most valued brand in the world, American Express has been deep into storytelling. David Rabkin, Executive Vice President and Head of Global Marketing for American Express' Global Commercial Services division will discuss his perspective on how digital storytelling takes place in a world made up of networks, and the implications of living in a time where being connected is everything.

David Rabkin
EVP & General Manager, US Small & Mid-sized Enterprises (US SME) American Express
11:10am

THE EVOLVING NATURE OF B2B CREATIVITY IN A DIGITALLY TRANSFORMED WORLD

Like most other aspects of B2B marketing, the nature and role of creativity is evolving, too. For starters, it has never been easy to fight for the creative moments that turn campaigns from good to great. And it’s not getting easier given the complexities of digital marketing transformation…unless you see the creative landscape very differently. At this session, Reuben Webb, Chief Creative Officer at global B2B agency Stein IAS, will reveal the new rules of creative excellence: how big ideas also need to be long ideas; how content and experience powered by technology are today’s creative canvas; how courage and persistence are as important as the ideas themselves. Reuben will be joined by Kathy Seegebrecht, CMO of UL, who’ll together share the role of creativity in securing the future of this iconic, 125-year-old B2B brand.

Reuben Webb
Chief Creative Officer Stein IAS
Kathy Seegebrecht
Chief Marketing Officer UL
11:40am

REPOSITIONING AN ICONIC GLOBAL BRAND FOR ITS SECOND CENTURY OF GROWTH

Following its centennial in 2016, Boeing is on a path of transforming itself and pursuing aggressive growth goals in established as well as new market spaces.  Jerry and his team are charged with positioning this iconic global brand - keeping it relevant, relatable and human, with a sharp focus on the future.  He will take you through the challenges they faced with simplifying this message while adapting to market dynamics and strategic business priorities.  Get an inside look into the journey of how they arrived at their new brand platform, which needs to scale across a complex matrix of audiences and geographies.

Jerry Verghese
Vice President, Global Brand Management Boeing
12:30pm Luncheon  

Sharon Mills
Manager, Client Engagement GES Events
Shana Carr
Vice President, Client Services GES Events
Erika Respress
Trade Show Manager Bronner Brothers
Chicago 6/7
2:00pm General Session Cont.

Sheraton Ballroom

ACHIEVING BRAND TO DEMAND BALANCE TO UNLOCK BUSINESS GROWTH

To drive sustainable business growth, B2B marketers need to create demand as well as harvest it. 

In this world of infinite choice and fragmenting channels, it’s easy to get lost in short term tactics and the chase of shiny new objects. Yet getting the balance between brand and demand right and building a growth engine for the long term may be the most important strategic objective of the B2B CMO. 

In his presentation, Penry Price, who leads LinkedIn’s Marketing Solutions Business globally, will share unique research into the interplay of brand and demand in B2B and provide practical examples of how marketers can master the art and science of building for long-term future success while also scoring big wins in the here and now.

Penry Price
Vice President, Marketing Solutions LinkedIn
Toni Clayton-Hine
Chief Marketing Officer, Americas Ernst & Young LLP
2:30pm

ANALYTICS AS CATALYSTS FOR CHANGE

As Executive Vice President, Head of Integrated Marketing, Michael Lacorazza helped lead Wells Fargo--the world’s second largest bank by market capitalization--through one of its most important, transformational years in its 166-year history. In his role, he developed scaled, integrated marketing campaigns across all lines of the business and the management of all B2B marketing touch points to build trust among team members and communities.

Michael Lacorazza
Executive Vice President, Head of Integrated Marketing Wells Fargo
3:10pm Networking Coffee Break  

3:40pm

THE FUTURE OF WORK

Google’s scenarios suggest that by 2030, 75 million to 375 million workers (3 to 14 percent of the global workforce) will need to switch occupational categories and 40% of Fortune 500 companies will not exist in 20 years. With monumental shifts in the way businesses operationalize as well as how employees work, we are examining the shifts in the workplace when it comes to the actual workforce, ways people communicate through technology and advancements / shifts to roles because of technology.

Sarah Travis
Industry Director, Business & Industrial Markets Google
4:10pm

FROM COMMODITY TO CRUSHING IT: CREATING BRAND PREFERENCE IN A SEEMINGLY MUNDANE CATEGORY

If you think you’re in a tough-to-differentiate category, try pipe. Charlotte Pipe & Foundry is the leading maker of cast iron and PVC pipe in the US and faces tough competition, particularly from low-priced imports. Working together with Mower over many years, Charlotte Pipe has created true brand preference through its award-winning campaign, and proved that US-made products can not only survive, but thrive.

Matt Ferguson
Executive Vice President, Managing Director Mower
Towanda Long APR
Senior Marketing Communications Charlotte Pipe & Foundry
4:50pm Adjourn/Dinner On Your Own

Friday, May 31, 2019
7:30am Breakfast  

HIGH-STAKES LEADERSHIP IN A POST-B2B WORLD

Every day there is a headline that brings companies, industries and even whole markets to their knees. Issues such as #MeToo, data security, gender equality and diversity can make or break a brand’s reputation. No matter where you are in the world, these types of events are unavoidable. We live in a high-stakes era and marketers must be prepared for anything at any time. We surveyed key stakeholders around the globe to get their thoughts on how this unpredictable environment is impacting brands and purchasing decisions.

Heather Kernahan
President of North America Hotwire Global Communications
Chicago 6/7
8:30am General Session

Sheraton Ballroom

OPENING REMARKS

Bill Zengel
Vice President ANA
8:35am

HOW ALLY BANK STANDS OUT AMONG TRADITIONAL BANKS

Today, most understand the potential of purpose-driven brand. But is it right for you? Can you be nimble and agile as as well? Done correctly you can transform your model, incorrectly and there’s trouble ahead. This leading client-side marketers share her insights to help you guide your team and better understand if purpose is right for you. 

Andrea Brimmer
Chief Marketing and PR Officer Ally Financial Inc
9:15am

GO BOLD OR GO HOME: THE RISKS AND REWARDS OF BREAKTHROUGH WORK

The irony of today’s marketing landscape is that it’s harder than ever to break through, yet so many B2B marketers are playing it safe. Fear of controversy in a politicized and complex world, consensus decision making, or c-suite conservatism can weaken the creative resolve of any organization. But with even powerful ideas gone in a ‘snap’ or ‘insta’, being bold is table stakes for being noticed.

Led by ANA Business Marketing’s NYC chapter, this session boldly goes where B2B often does not: to campaigns that took risks and achieved great results. How did they go about it? How did those marketers evaluate and manage risk? How can agencies and in-house teams help sell breakthrough work and successfully launch it?  Featuring examples of marketers and agencies who’ve gone bold and lived to tell the tale, this session offers a preview of the conversation that will continue at the NY Chapter’s provocative and popular annual Regional Conference in late September.

Allison Womack (@akwomack)
Chief Marketing Officer Enterprise Community Partners
Chris Duffey
Head, AI Innovation and Strategy, Creative Cloud Enterprise Adobe
10:00am Networking Coffee Break

10:30am BREAKOUT SESSIONS 1

CHOOSE TO ATTEND BREAKOUT SESSION 1A OR 1B

BREAKOUT 1A: MULTI-TOUCH ATTRIBUTION (MTA) - WHAT QUESTIONS SHOULD BRANDS BE ASKING?

With the rapid shift to digital purchasing, B2B CMOs are still challenged to bring together their analog and digital worlds with real intelligence. This panel will discuss and share actual examples of approaches to this hybrid attribution problem.

David Bush
Director, Marketing Analytics & Data Science IBM
Sheraton Ballroom

BREAKOUT 1B: MARKETING AMIDST ORGANIZATIONAL TRANSFORMATION

When business models adapt to meet the new needs of customers, what is the impact on marketing?
Customer needs evolve.  Innovation disrupts tradition.  Technology catalyzes competition.  The bottom line is that change happens.  And as businesses steer toward new destinations, marketing leaders are essential to plotting the course.  How does a product become a service for solution?  What is the new customer experience?  How do mergers and acquisitions affect company culture and reputation?

Ian Gresham
Chief Digital Officer and former CMO Univar Solutions
Brian Krause
Vice President, Global Marketing & Communications Molex
Lisa Cole
Chief Marketing Officer Huron
Jeff Schmitz
Chief Marketing Officer Zebra Technologies
Moderator: Jim Lecinski
Former Vice President, US Sales and Service (Google) Current Professor, Marketing (Kellogg School of Management at Northwestern)
Chicago 6/7
11:00am BREAKOUT SESSIONS 2

CHOOSE TO ATTEND BREAKOUT SESSION 2A OR 2B

BREAKOUT 2A: OPTIMIZING B2B MARKETING PROGRAMS

With annual revenue exceeding $1.74 billion, Grant Thornton is one of the world’s leading independent assurance, tax and advisory firms. Chatigny heads the development of marketing strategy, planning, and programs that advance the company’s revenue, brand, and sales initiatives. He’ll share his insights on marketing strategies and programs that help drive revenue and market share.

Justin Chatigny
Executive Director of Marketing Grant Thornton LLP
Sheraton Ballroom

BREAKOUT 2B: SALES ENABLEMENT SUCCESS

In today’s hyper competitive marketplace, streamlining sales enablement is key differentiator for driving growth as it empowers sales teams with strategic resources needed to excel, from tech tools to content creation and management. In today’s all-digital all-the-time world, being buyer focused creates opportunity for sellers to engage effectively across the customer experience.

Eric Andrews
Vice President, Demand Operations, Cloud Infrastructure Group Oracle
Chicago 6/7
11:30am General Sessions Continue

Sheraton Ballroom

HOW A CHALLENGER BRAND (BACKED BY GOOGLE) BREAKS RULES, TAPS TECH, WINS CUSTOMERS

Our brains are on automatic pilot half of the day and we automatically zone out when we’re confronted with boring forms of advertising. In order to grab people’s attention, we need to disrupt people. That’s where challenger brands come in. This session will address three key takeaways and have specific examples of each:

Humanize your brand. Today’s challenge is to find your unique brand story and then make it contextual to people’s lives. It's no longer effective for B2B businesses to win by being technical. B2B marketers need to tap into the buyer's mindset and connect on a personal level.

‘Best practices’ don’t work anymore. What was previously a ‘best practice’ now simply means that it’s just like the rest. Lead with an experimentation strategy. Learn what works in driving revenue. Take calculated risks and explore new media solutions. 

Get scrappy and play bigger. As a challenger brand, you need to break through barriers. Look for the window when you can’t go through the front door. Even when plans fail to work; it creates new avenues of thought and other pathways to move forward.

Jennifer Wong
Head of Marketing Convoy
Sheraton Ballroom
12:00pm Conference Concludes


Cancellation Policy and Notes

Individual conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. 

  • A full refund will be granted, if written request for cancellation is received by email 60 or more calendar days before the conference start date.
  • A 50% refund will be granted if written request for cancellation is received by email between 59-45 calendar days before the conference start date.
  • No refund will be granted if written request for cancellation is received by email 44 or less calendar days before the conference start date.
  • No refund will be granted for 'no shows.'
  • Corporate packages are not eligible for cancellation or refunds.
  • 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 promo code during the registration process.
  • A $125 processing fee will be assessed to change the name on a registration.
  • Hotel room cancellations and changes must be made directly with the hotel. 

Miscellaneous:
     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.