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Conference Agenda

All sessions listed below are in Eastern Time (ET).
Please note the conference agenda, including speakers, is subject to change.

TIME EVENT DETAILS LOCATION
Wednesday, December 7, 2022
11:00am
- 11:10am

WELCOMING REMARKS & HOUSEKEEPING

Bill Zengel
Senior Vice President, Business Marketing Practice ANA
11:10am
- 11:25am

OPENING REMARKS

Bill Tucker
Group EVP ANA
11:25am
- 12:00pm

UNLOCKING THE POWER OF B2B MARKETING

As CEO of Shell Brands International & Global VP of Brands at Shell, Dean Aragon is responsible for the voice and image of one of the most massive global brands. Shell operates more sites than McDonalds or Zara, Carrefour, Starbucks, and GAP put together, yet its B2B engine drives revenue and profits. In this session, Aragon shares his insights on how B2B marketing can energize the industry as the world continues to move at the speed of change.

Dean Aragon
CEO of Shell Brands International & Global VP of Brands Shell
12:00pm
- 12:35pm

INNOVATION’S ROLE IN SUSTAINABILITY

De-carbonizing the global economy remains one of humanity’s greatest challenges. The rapidly changing environmental context urges the business community to innovate and operationalize with this larger purpose in mind. As a global company, Lenovo recognizes its fundamental responsibility to preserve the ecosystem on which our future depends.

Gerald Youngblood, Chief Marketing Officer, Lenovo North America, will speak to Lenovo’s sustainability journey, highlighting areas of progress for the business, as it eyes its net-zero emissions goal for 2050. Mr. Youngblood will offer his perspective on the role of innovation in sustainability, the importance of private enterprise leadership, and insights that organizations can consider for their own sustainability ambitions.

Mr. Youngblood will also point to how these efforts extend across the business—from its global supply chain to the design and packaging of its products—and the continued importance Lenovo places on using its scale for good.

Gerald Youngblood
Chief Marketing Officer Lenovo North America
12:35pm
- 1:10pm

DRIVING BREAKTHROUGH ESG RESULTS THROUGH BOLD ACTIONS

ESG presents a unique opportunity to enhance brand strength and build customer trust but – without bold commitments grounded in substantive action – it can open the door for reputational risk and accusations of greenwashing. Courageous marketers have a unique opportunity to guide the development of ESG programs that build sustainable brands and a more sustainable world. Attendees will learn how global insurer AXIS took bold steps to build an industry-recognized ESG program while navigating a series of challenges and “moments of truth” that required brave decision-making. Attendees of the session will learn tips and best practices to:

• Build an ESG program from the ground up
• Lobby internal support to drive bold actions
• Identify distinctive elements to create breakthrough ESG programming
• Maximize limited resources and staff bandwidth

Joe Cohen
Chief Marketing & Communications Officer AXIS
1:10pm
- 1:45pm

CREATIVE BRAVERY IN B2B: LESSONS FROM CANNES LIONS B2B CREATIVE GRAND PRIX WINNER - SHERWIN WILLIAMS

The world has changed. B2B marketing is at a critical turning point. Did you know that creating an emotional connection is 7x more effective than spouting rational benefits? ‘Emotional B2B’ has the power to inspire action by tapping into what business people think and feel - treating them like real people, not job titles.

Sherwin-Williams Coil Coatings, an industrial division for Sherwin-Williams, has been doing just that. Over the course of the last few years, Sherwin-Williams and its agency partner, Wunderman Thompson, have been creating experiences that connect with one of its most important audiences to help demonstrate their shared obsession for color. The Sherwin-Williams Color Obsession Series took home a Silver Lion at the Cannes Festival of Creativity this year as part of the Creative B2B Long-Term Brand Building category. In addition, the third initiative in the series, Speaking in Color, took home the first ever Grand Prix for B2B Creativity.

Sherwin-Williams is a brilliant forerunner in bringing humanity, innovation and the color experience together. This discussion centers around the conversation of creative bravery in B2B, and the journey taken to build the brand to create deeper relationships. After watching this session, you'll learn how connecting with emotion amplifies your business, B2B marketing is Brand Marketing, building your brand over time to create deeper relationships.

Mike Bourdeau
President & GM, Global General Industrial Coatings Sherwin-Williams
Kristine Baumgardner
Creative Director Wunderman Thompson
1:45pm
- 2:05pm
BREAK

2:05pm
- 2:40pm

POWER OF THE DAY ONE LIST

B2B buyers do their homework, but they almost always choose companies on their initial list. Join experts from Bain and Google as they unveil new research and how their “Impact Calculator” can get you on that list. They’ll show which digital investments win key influencers’ attention across every phase of the sales cycle. Through survey data and buyer interviews, find out how to capture buyers’ attention with ads, demos, and customer recommendations. The result: unmatched bottom-line impact.

Therese Parkes
Director of Technology B2B Google
Saber Sherrard
Partner Bain
2:40pm
- 3:15pm

BUILD A ROCK STAR MARKETING TEAM THAT GETS RESULTS AND CRUSHES YOUR EMPLOYEE ENGAGEMENT SCORES

In this session, attendees will learn how to design marketing teams that get business results while creating a culture of highly engaged marketing professionals. Portia Mount, VP Marketing & Business Development Trane Commercial Americas at Trane Technologies and host of The Manifesta Podcast which explores the career paths of successful women, will provide insights on:

1. The critical business partnerships marketing leaders needed to build a high-performance marketing team that gets results
2. How to figure out the skills and capabilities needed on your team and what skills to outsource
3. Tips and tricks for investment planning and identifying the right KPIs based on the maturity of marketing in your business.

Along way, she will share her hard won lessons of success and failure and why it's essential for marketing to have a seat at the table.

Portia Mount
Vice President Marketing, Commercial HVAC Americas Trane Technologies
3:15pm
- 3:50pm

FUTURE. FORWARD. FEMALE.

According to the latest Women in the Workplace report from McKinsey, women leaders are switching jobs at the highest rates we’ve ever seen—and at higher rates than men in leadership. That could have serious implications for companies. As the new year approaches and challenges like the “great breakup” with women come in front of us, it becomes even more vital to harness inherent skills and knowledge, and explore new practices.

In this fireside chat, we get a forecast from legendary futurist Faith Popcorn who will highlight the top trends and the challenges that we need to face head on. How do we, as women leaders, look at this from a different lens? How will emerging technologies impact the workplace and what will that mean for women? The outcome for this session will be leadership trends that marketers at all levels can adapt.

Faith Popcorn
Futurist, Founder and CEO Faith Popcorn’s BrainReserve
Portia Mount
Vice President Marketing, Commercial HVAC Americas Trane Technologies
3:50pm
- 4:15pm

MEET ME IN THE METAVERSE B2B: THE METAVERSE CONTINUUM AND WHY NOW IS THE TIME TO ACT

Whether they realize it or not, every business must be prepared to step into the metaverse and engage in new people-centric worlds. According to recent Accenture research, the majority of business leaders (71%) believe the metaverse will have a positive impact on their organizations and nearly half (42%) believe it will be breakthrough or transformational. B2B brands and marketers must get ready to unleash their potential and take advantage of the opportunities presented by the metaverse continuum that spans experiences, technology, work, operations and business itself.

Learn key insights to help harness the metaverse for the business outcomes you need. This presentation will address:

• How the Metaverse Continuum will impact every business and why it’s not just about tomorrow; it’s important to act today.
• Why and how place, population, product and purpose play vital roles in developing a B2B marketing playbook for a responsible metaverse.
• How to create transformational communications and experiences for your employees.

Jill Kramer
Chief Marketing and Communications Officer Accenture
4:15pm
- 4:50pm

MOVING AS ONE: HOW E2OPEN AND MERKLE LEVERAGE AUDIENCE DATA TO FUEL EFFECTIVE MARKETING PLANS.

E2open experienced a lot of change in 2022, including a new brand look and feel, and go to market media strategy. Its strategic partner Merkle was an integral part of this change. As a team, client and agency dug deep into audience insights and built a new media strategy, helping the brand reach their goals. As the team optimized the investment over the year, they have leveraged these learnings for future forward activation, including ABX.

Kari Janavitz
Chief Marketing Officer e2open
Erin Gaughan
SVP Global Client Lead Merkle
Sarah Doughty
VP, Strategy Merkle
4:50pm
- 5:00pm

CLOSING REMARKS

Bill Zengel
Senior Vice President, Business Marketing Practice ANA
Thursday, December 8, 2022
11:00am
- 11:05am

OPENING REMARKS

Sonia David
VP, Business Marketing Practice ANA
11:05am
- 11:40am

THE ROADMAP FOR DATA TRANSFORMATION AND CREATIVITY

According to Emily Pachuta, Chief Marketing and Analytics Officer of the Americas, Invesco, modern marketing means knowing your client from a data perspective, then framing your message and creativity around emotional connectivity. To make that happen you need a roadmap that outlines the people, process, and technology and brings all three together. In this session, Pachuta will provide insights and lessons learned on how it all works at Invesco.

Emily Pachuta
Chief Marketing and Analytics Officer of the Americas Invesco
11:40am
- 12:15pm

DEEPFAKES, REAL THREAT: UNDERSTANDING SYNTHETIC MEDIA, DISINFORMATION AND BRAND RISK IN THE NEW ERA OF AI

By the end of this decade, some experts project upwards of 90% of video content online will be synthetic – meaning it’s been fully or partially created by artificial intelligence. And while AI art created by technologies like DALL-E are all the rage on social media, synthetic media – such as “deepfakes” – present a very real and growing risk for governments, businesses, and brands. As AI democratizes content creation, YouTubers, TikTokers and everyday consumers will have the power to create incredibly realistic content that puts brands in the absolute worst of imaginary contexts.

Join Mounir Ibrahim, VP of Public Affairs and Impact of Digital Content Authentication leader Truepic, along with Michael Ruby, President and Chief Creative Officer of brand, marketing and content agency Park & Battery, as they explore the new brand safety landscape including:

  • The fundamentals of generative AI, synthetic media and deepfake technology
  • Real-world applications and potential threats to brands
  • The critical need for digital content authentication
  • Recommendations for how brands can mitigate and manage risk
  • And, oppositely, ways in which synthetic media can also be a tool for unlocking creativity and marketing efficiency in the future

Mounir Ibrahim
VP, Public Affairs & Impact Truepic
Michael Ruby
President and Chief Creative Officer Park & Battery
12:15pm
- 12:50pm

FROM MAD MEN TO MADTECH

Now more than ever, marketers are challenged to build strong digital bonds between other brands as well as end consumers. And with the looming demise of the third-party cookie and the push to more digital interaction – building, measuring, and strengthening this bond will become even more challenging. 

As marketing and advertising data sources converge, the natural opportunity of “madtech” – the convergence of marketing and advertising technologies – presents itself. If managed properly, the joining and optimizing of digital advertising, marketing, creative spend, and holistic measurement can result in strengthened brand efficiency, improved customer experience, and better business metric results. Think loyalty and conversion.

In this session, you will gain critical insights into: 

  • How to balance brand-building with conversion across your marketing and advertising portfolio 
  • How changes in data collection, media consumption, and the rise of B2B media networks are impacting brands 
  • How to build a holistic, compelling customer experience across all digital channels and environments – one that is consistent, relevant, and personalized
  • How to understand the direct impact of your performance marketing activities on the business

Together we will explore how to transform the customer relationship by integrating marketing and advertising channels, data, and environments – and measuring the results. 

Jennifer Chase
CMO SAS Institute
Michele Eggers
Senior Director of Marketing Sciences, Technology & Digital Experience SAS Institute
12:50pm
- 1:25pm

DRIVING CREATIVE BREAKTHROUGH FOR B2B BRANDS

The best B2B creative follows the same principles as the best B2C creative; it persuades, informs and most importantly, entertains.

Outside of key cultural moments, like the Olympics and Super Bowl, brands sometimes underestimate the importance of entertaining consumers with their creative. Given how hard it is to capture someone’s attention, having entertaining creative is more important than ever before. This session with NBCUniversal takes an insights and data driven approach to highlight principles B2B marketers should follow to ensure their creative breaks through the clutter.  

Yusuf Chuku
EVP, Client Strategy & Insights, Advertising and Partnerships NBCUniversal
1:25pm
- 1:45pm
BREAK

1:45pm
- 2:20pm

THE CMO SCORECARD: THE 3 COMPONENTS OF PERFORMANCE BRANDING

The primary job of brand advertising is to influence future buyers, making them more likely to buy a brand when a future buying situation arises. But how do you measure -- and optimize -- brand advertising for a purchase that may not happen for quarters or years?

Our approach leans on decades of research into ad effectiveness and applies those lessons to the measurement of three key components, which together neatly form the acronym "CMO."

1. CREATIVE

Multiple studies have identified creative as the most important driver of marketing effectiveness, accounting for roughly 50% of a campaign’s effectiveness. We score creative impact by measuring: (1) attention, (2) branding, and (3) linkage.

2. MEDIA

Multiple studies have identified media as the second most important driver of marketing effectiveness, accounting for roughly 40% of a campaign’s effectiveness. We score media impact by measuring: (1) effectiveness, (2) evenness, and (3) efficiency.

3. OUTCOMES

When you run high quality creative ads in high impact media channels, you get excellent business outcomes for your business. We score outcomes by measuring: (1) marketing metrics like leads generated, (2) sales metrics like meetings influence, and (3) talent metrics like hires influenced.

In this session you will learn the fundamental equation for how advertising works -- creative x media = outcomes -- and understand how to optimize your brand advertising to hire more talent, get more meetings, and generate more leads.

Jon Lombardo
Head of Research, The B2B Institute LinkedIn
2:20pm
- 2:55pm

BUILDING A FRESH CUSTOMER EXPERIENCE FOR AN OLD BRAND…ON A SHOESTRING BUDGET

How does a 110-year-old manufacturing brand maintain relevance with its design- and tech-savvy B2B audience? In this session, Formica Corporation’s Vice President of Marketing Amy Gath shares how the company used machine learning, a strong Marketing-IT collaboration and a commitment to the question “why not?” to reshape the brand’s customer experience and accelerate digital transformation on a shoestring budget.

Amy Gath
VP - North America Marketing & Strategy Formica
2:55pm
- 3:30pm

ONE COMPANY, ONE VOICE – THE PUSH AND PULL OF BRANDING IN A GLOBAL COMPANY

How do you make your brand real, repeatable, exciting, memorable and consistent across markets worldwide? How do you maintain brand recognition, relatability and interaction with global customers while establishing local relevancy and resonance? Is consistency king or is customization and flexibility the key to connection in an increasingly personalized world? Come learn insights from a global B2B and B2C brand leader ( bom, bom, bom, bom ) that will center on people, process, creativity, and intentional flexibility.

This session will leverage case studies from renowned brand, Intel, including their global campaign, “How Wonderful Is That?” as well as their Intel vPro commercial segment campaign on “IT Heroes” in order to purposefully address the following themes:

1. Actionable strategies for fostering exchange between HQ and Regional Marketing
2. Best practices for enabling flexibility and localization in budgets and practice
3. Measurement & speaking the language of the business – keeping a pulse on the data coming in from countries & reporting back to key stakeholders

Carolyn Henry
VP, GM Americas Regional Marketing Intel
3:30pm
- 4:05pm

GOING ‘BACK TO THE FUTURE’ TO CHARGE CREATIVE EFFECTIVENESS

The Paper & Packaging Board is a national consumer marketing campaign for the U.S manufacturers of paper and paper packaging that works to drive growth and preference by communicating why paper is the everyday, earth-friendly choice. To use creativity as a true strategic asset to further its mission, PPB launched one of its highest-impact campaigns ever at this year’s Pack Expo. No spoiler alerts other than this: it’s amazing what can be made from paper when creativity is the glue.

Sarah Meiburg
Sr. Director, Industry Outreach The Paper & Packaging Board
Jeremy Cochran
President, Americas Stein IAS
4:05pm
- 4:40pm

DRIVING TOWARDS A MORE SUSTAINABLE FUTURE AS A LEADING INGREDIENT BRAND

The LYCRA Company innovates and produces fiber and technology solutions for the apparel and personal care industries. Its legacy stretches back to 1958 with the invention of the original spandex yarn, LYCRA® fiber, which has transformed many garment categories, including denim, activewear, swimwear, intimate apparel, and diapers. This session will explore how this iconic B2B2C brand reinvents itself as brands, retailers, and manufacturer customers demand more sustainable ingredients to meet evolving consumer needs. In addition, the company’s recently launched trade advertising campaign ‘Keep in the Loop with LYCRA’ centers around a call to action to rally the industry to collaborate and maximize the collective impact in driving towards a more sustainable future.

Jean Hegedus
Director Of Sustainability The LYCRA Company
Karie Ford
Director - Corporate Communications & Sustainability Marketing The LYCRA Company
4:40pm
- 5:00pm

CLOSING REMARKS

Sonia David
VP, Business Marketing Practice ANA

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