WELCOME REMARKS

Sonia David

Senior Director, Business Marketing Practice ANA

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

A NEW FRAMEWORK FOR B2B MARKETING

Data, Technology and Measurement are the engines that will take marketers to the future. With more than 30 years as a global executive, Raja has held C-level roles at firms ranging from Anthem to Humana, and has overseen the successful evolution of Mastercard's identity for the digital age, from its Priceless experiential platforms to marketing-led business models. He is also the author of Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers (February 2021) in which he shares breakthrough, frontier strategies to navigate the challenges marketers face to thrive in a modern business world that is changing with unprecedented speed and disruption.

Raja Rajamannar

Chief Marketing & Communications Officer Mastercard

BECOMING A B2B SEGMENT-OF-ONE MARKETER

Get an inside look into how leaders are changing the way they operate to take personalization and AI-driven fast-cycle agility at scale. This session kicks off with a quick primer into the drivers of personalization and agile marketing at scale, then opens it up to panel discussion of experts who will share:

• How the principles of "agile" were integrated into their marketing operations and the difference it made
• How they connected with prospects and customers, at scale, in a dramatically more personalized way
• Technology solutions that were key to making it work
• How personalization and agile marketing changed the way they work with sales and other key functions to drive growth
• Advice on getting started

Moderator: Dave Edelman

Industry Leader

ACCELERATED DIGITAL TRANSFORMATION

The business environment in which we operate in continues to evolve. Hear from Michael Mendenhall, SVP, CMO and CCO at TriNet and Sean Whiteley, co-founder of Qualified as they discuss the new digital landscape — a critical component in your go-to-market strategy. In this session, they will share insights and drivers to help fuel marketing excellence in 2021 and beyond.

Michael Mendenhall

SVP/CMO/CCO TriNet

BREAK

(RE)IMAGINING WORKSPACES OF THE FUTURE WITH JLL

While the impacts of COVID-19 have been felt everywhere, commercial real estate (CRE) has been forced to confront its own unique set of challenges as people emptied out of offices, hotels, and worked from their homes. These changes have fundamentally reshaped human interaction, forcing businesses to adapt quickly and reinvent themselves during the immediate recovery period to take into account health concerns, social distancing guidelines, safety protocols and mass remote working.

Jones Lang LaSalle (JLL), a global leader in commercial real estate services, has been at the center of it all, helping clients reimagine their operational models and make physical spaces ready for re-occupancy through their multi-phased (re)entry program.

The future of office space is far from decided, however, one thing is certain: businesses will not go back to the way we knew before the pandemic.

In this session, Jill Kouri, CMO – Americas at JLL, and Michael McLaren, CEO, Merkle B2B, will discuss the long-lasting implications the pandemic will have on commercial real estate, the role technology can play to increase efficiencies, and how CRE leaders can use a variety of innovative approaches to ensure that your workplace works for you.

Jill Kouri

CMO, Americas JLL

ARE B2B AND B2C DATA MARKETING REALLY THAT DIFFERENT?

In this fireside chat, led by Abhijit Shome, VP, Global Digital Marketing, MasterCard, you will hear from respected and accomplished leaders in data marketing and analytics on how the market has shifted and the importance of selling both technically and emotionally.

Abhijit Shome

Vice President, Global Digital Marketing Mastercard

CREATIVE FAILS. LEARN FROM MY PAST AND LET'S TALK ABOUT THE FUTURE.

George Hammer leads content at IBM including its award-winning content studio, IBM Originals. His mission is to unite brands and audiences with content that builds relationships and drives action. Through its audience-centric and agile focus, IBM's creative muscle and influence has become a commanding force for good - and even inspires hundreds of customer developers to respond in lockstep to address societal issues. In this session, he shares his secrets to success - and some of the lessons learned along the way.

George Hammer

Chief Content Officer IBM

WHEN A BOLD BRAND CAMPAIGN MEETS A BOLD COMPANY PURPOSE: HOW THE BRIDGE TO POSSIBLE IS HELPING CISCO POWER AN INCLUSIVE FUTURE

In 2018, Cisco launched the most successful brand campaign in its history, The Bridge to Possible. In 2020, just prior to the world shutting down, Cisco announced a bold new company purpose, to power and inclusive future for all. Learn how The Hatch, Cisco’s in-house creative agency, is bringing these two narratives together through creative, engaging, emotional, and effective storytelling.

Patti Cocciolo

Senior Director, Cisco Global Brand Marketing, The Hatch Cisco

BREAK

PARTNERS IN PURPOSE: HOW HAVING A CAUSE IS CENTRAL TO LENOVO ACQUIRING + KEEPING SMB CUSTOMERS

Rallying around Small Businesses is a popular play among Big Brand marketers, given the impact the pandemic has specifically had on SMBs. Lenovo, working with their agency partner Cargo, knew in order to strengthen their brand and truly help SMBs recover and continue to be strong and loyal customers, SMBs needed more than an empathetic “we’re here for you” ad campaign. This session details how Lenovo and Cargo are building a sustainable, purpose-based marketing and sales program that touches all aspects of the SMB buyer journey and centers on authenticity and community. Practical takeaways from this session will help any brand marketer that is looking to understand how most effectively to connect deeply and authentically with SMBs through the pandemic recovery period and beyond, lifting up both the small business community and your own bottom line.

Lindsey Greathouse

WW SMB Marketing Director Lenovo

SO YOU DID A REBRAND. NOW WHAT?

A re-brand isn’t a single moment in time. The launch itself is an inflection point that puts you on a different path from the one you were on before. The hardest part will be traversing the new, unfamiliar and often uncomfortable road.

Let’s discuss how NI is making this happen through some of the highlights, gotcha's, and “oh crap” moments that the team have been through while answering the question, "so you did a re-brand, now what?"

Ana Villegas

Chief Marketing Officer NI

FUTURE-FORWARD B2B MARKETING

Walking into 2021, we have the benefit of a year’s worth of information on how the pandemic has fundamentally shifted buyer behavior. A year's worth of data that has made us smarter and more equipped for change than ever before.

While much may continue to shift, we know buyer behavior has changed forever in three key ways:

• Buyers are in-market for new solutions
• Purchase decisions are accelerating
• Shift toward self-service continues

We believe one catalyst for changing buyer behavior in 2021 will be how decisions are made. Simply put: Buying has become a team sport. We found that there are 3x the number of decision makers, at the end of 2020 vs. 2018, across the organization. And this new group of decision makers and influencers are motivated by building efficiencies within their organization while maximizing business outcomes.

One year later, B2B buyers are telling us they are ready to “invest, re-evaluate and consolidate.” One year later, are you ready to anticipate what your buyer needs and expects most?

Michelle Bandler

Managing Director, Tech B2B Google

Sonia David

Senior Director, Business Marketing Practice ANA

OPENING REMARKS

Bill Zengel

Senior Vice President, Business Marketing Practice ANA

UNLEASHING THE FULL POTENTIAL 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. He believes that whether it’s B2B or B2C or B2B2C, it’s really all B2Humans. From leveraging humanized data to getting closer to their customers, Dean's perspective and practical examples will highlight the importance for marketers to probe deeper and unearth the unarticulated needs of customers in order to unlock the full potential of their marketing efforts.

Dean Aragon

CEO Shell Brands International AG & Global VP - Brand The Shell Group

A NEW SOLUTION TO AN OLD PROBLEM: HOW B2B INTENT DATA CAN MEASURE AND MAXIMIZE DOOH ADVERTISING EFFECTIVENESS

The use of B2B Buyer Intent data is becoming table stakes: Gartner says that by 2022, 70% of B2B marketers will use 3rd party intent data to target prospects.  - The average sales pipeline lift for those using intent is 13% (Gartner) which makes it an invaluable tool for marketers now and in the future.  Intent data is helping marketers fulfill their oft-made promise to put the customer at the center.  

As most B2B brands apply intent data to the ‘traditional’ activities of sales prioritization, Account-Based Marketing, and online ad targeting, others are pushing it even further into the realm of offline media targeting & measurement.  In this session, learn how marketing innovator Intel, along with partners Hivestack and Bombora applied B2B intent data to improve and measure the performance of programmatic DOOH campaigns.

As we walk from concept through execution, you will learn:
o What is intent data and how does it work?
o How have digital capabilities moved out-of-home advertising forward?
o What types of digital measurement tools work for OOH and where does intent data fit?
o What assemblage of partners and workflow is required to make DOOH a success?

Maroun Ishac

Director, Business Development Intel

PERFECT PAIRS: CHIP AND DIP. PEN AND PAPER. SALES AND MARKETING...?

It's no secret that strong sales and marketing alignment helps ensure marketing success and a powerful, cohesive customer experience. Yet obstacles abound. In this session, we invite sales and marketing executives to explore how they see each other and discover ways to better align in order to meet the changing demands of B2B buyers.

Moderator: Melanie Heroux

Executive Director, Strategic Marketing and Client Intelligence The Depository Trust & Clearing Corporation (DTCC)

TIME TO GET CREATIVE: IS CREATIVE ADVERTISING THE BIGGEST FINANCIAL OPPORTUNITY IN B2B TODAY?

The answer is, unequivocally, "yes." However, too few marketers  have the data necessary to convince finance and sales teams to make a sizeable investment in a powerful creative campaign.

In this session, we'll walk through the financial case for creativity, showing that “mediocre creative” – defined as a 1 star ad – only generates ~0.25 percentage points of market share growth, while “powerful creative” – 4-5 star ads – generates ~2.5 percentage points of market share, or 10x more sales.

In addition to making the financial case for creativity, we'll also cover the 5 characteristics for developing 5 star creative:

• Characters
• Emotions
• Storyline
• Fluency
• Music

Simply put, powerful creative is both a business imperative and a competitive advantage. Join us as we help you make the financial case for creativity.

Jon Lombardo

Global Lead, The B2B Institute LinkedIn

BREAK

REIMAGINING GROWTH: A MODEL FOR B2B BRANDS TO MOVE FORWARD

Growth is at the top of every B2B marketer’s agenda – and never more so than right now as we begin to envision the world post-COVID. At this session, Craig Duxbury and Marc Keating of global agency Stein IAS will share a model that pivots marketing from growth enabler to growth driver. From strategy to planning to execution, the Original Growth Model provides a highly structured and actionable framework for marketing to provide maximum value back to the business, from brand progression to demand creation to revenue acceleration.

Through the Original Growth Model, you’ll discover:

• The roadmap to advanced marketing maturity and transformation
• The clearest path to achieving ROMI
• The new ‘growth stack’ – from strategic and creative foundations to technology and data platforms to engagement models

Marc Keating

Chief Innovation Officer Stein IAS

MARKETING FROM THE INSIDE OUT

An organization's talent is the lifeblood of any business. How we nurture, include and express internal views as integral parts of our brands is essential to building a marketing strategy from the inside out. In this kick-off session, Frank Cooper, Global CMO of BlackRock, will be talking to Matthew Schwartz about how he turned to the company's employees to build the brand's positioning through purpose. He will give insights into the practical steps he took to identify individual motivations and develop a collective purpose while addressing the challenges of building a cohesive approach during a pandemic that has separated us all.

Frank Cooper III

Senior Managing Director & Global Chief Marketing Officer BlackRock

THE YEAR OF PERSONAL LEARNING: HOW HP IS FOSTERING MARKETING CAREER GROWTH TO DRIVE INNOVATION

As we enter a new phase of digital transformation, B2B CMOs and Marketing leaders are asking: What are the top skills my team needs to have, and do we have the right people in the right positions to make this transformation happen? CMOs that recognize Marketers as their greatest asset will invest in learning and career development to drive both Marketing and company innovation.

In this session, Agen shares HP Marketing’s model for both B2B and B2C learning, development, and career growth.  She will share four simple steps that HP is currently delivering to future-proof skills needed to transform Marketers and Marketing. This model is a result of several years of experimentation, harvesting what worked and simplifying the experience. The CMO’s Year of Personal Learning is facilitating Marketing employees to become great brand storytellers, business growth synergizers, data-driven demand creators and all with an ‘obstacles to opportunity’ attitude. 

HP’s focus on Marketing learning and career development supports HP’s new ten-year company-wide plan to become a School of Talent. Learn why the CMO’s Year of Personal Learning is so critical to not only transforming Marketers but also transforming HP’s company culture to meet its School or Talent vision.

Tara Agen

Global Head and VP, Marketing Planning, Operations and Office of the CMO HP, Inc.

BREAK

HOW VISION, PURPOSE AND TRUSTED RELATIONSHIPS COME TOGETHER TO DRIVE BRAND LEADERSHIP

In 2021, you can’t be a visionary brand if you don’t have purpose. We’ll look at why purpose matters to audiences from Gen Z to C-suite executives, with a particular focus on how customer expectations are increasingly creating purpose-driven change.

This analysis will be fueled by the Customer Centricity Index, a platform to advance actionable thought leadership that was developed by Bloomberg Media in partnership with Salesforce, a leader in powering customer-centricity for its clients. Leveraging the Bloomberg Brand Health System – a proprietary, independent survey and construct designed by Bloomberg Media that has measured perceptions of 700+ brands from 15,000+ business influencers to date – the Customer Centricity Index uncovered the underlying drivers that define customer centricity.

Attendees will leave with a better understanding of the importance of purpose for brand building, particularly among a business decision maker audience, through the lens of customer-centricity. They will also gain insight into the key factors that tie vision, purpose and trust together to underpin B2B performance.

Anne Kawalerski

Global Chief Marketing Officer Bloomberg Media

THE PURPOSE - PROFIT CONNECTION: HOW TO HARNESS THE POWER OF NOBLE PURPOSE TO DRIVE BREAKTHROUGH GROWTH

Join Lisa McLeod, the bestselling author of Selling with Noble Purpose for this engaging session. As a marketer, you are the belief builder of your organization. Your ability to build belief is the difference between a purpose that lives in a brochure and a purpose that lives in the hearts of your teammates and customers. In this session, you’ll learn:

o Why specificity is sexy and how to use it to your advantage as a marketer
o Where most organizations miss the mark on activating their purpose
o How to translate an aspirational purpose into revenue production

Lisa McLeod

Founder McLeod and More/Author of Selling with Noble Purpose

Bill Zengel

Senior Vice President, Business Marketing Practice ANA