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TIME EVENT DETAILS LOCATION
Wednesday, March 24, 2021
10:30am
- 10:40am

WELCOME REMARKS

Bill Zengel
Senior Vice President, Business Marketing Practice ANA
10:40am
- 10:55am

OPENING REMARKS

Bob Liodice
Chief Executive Officer ANA
10:55am
- 11:00am

ANA GROWTH AGENDA: DATA, TECHNOLOGY, AND MEASUREMENT UPDATE

Bill Tucker
Group Executive Vice President ANA
11:00am
- 11:40am

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
11:40am
- 12:20pm

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
Bill Borrelle
Chief Marketing Officer Pitney Bowes
Teresa Barreira
Chief Marketing Officer Publicis Sapient
Jamie Mallinger
Chief Revenue Officer VetSource
12:20pm
- 12:40pm
THOUGHT LEADER SESSION 1:

THE B2B BUYER, ONE YEAR LATER

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 3 key ways:

• Buyers are in-market for new solutions
• Purchase decisions are accelerating
• Shift towards 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
12:40pm
- 12:50pm

BREAK

12:50pm
- 1:10pm
THOUGHT LEADER SESSION 2:

ACCELERATED DIGITAL TRANSFORMATION

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

Michael Mendenhall
SVP/CMO/CCO TriNet
1:10pm
- 1:50pm

ARE B2B AND B2C DATA MARKETING REALLY THAT DIFFERENT?

In this panel session, you will hear from some of the most respected, accomplished leaders in data marketing and analytics from the B2B and B2C industries.

Abhijit Shome
Vice President, Digital Marketing Mastercard
Julie Bernard
Chief Marketing Officer and Industry Leader
Samantha Bonamour
Global Head of Marketing Architecture and Platform Services HP, Inc.
1:50pm
- 2:30pm

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
2:30pm
- 3:10pm

WHAT FUELS CREATIVITY AT THE HATCH, CISCO'S IN-HOUSE AGENCY

What does it take to elevate the craft of marketing and creative? In this session, you'll hear from Patti Cocciolo, Global Account Direct at the Hatch, Cisco's in-house agency and B2 Award winner, on how they stay efficient, the global projects they work on, their content studio, and how they produce great work.

Patti Cocciolo
Global Account Director, The Hatch Cisco
3:10pm
- 3:20pm

BREAK

3:20pm
- 3:40pm
THOUGHT LEADER SESSION 3:

(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 Khouri, 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
Michael McLaren
Global Chief Executive Officer B2B Group Merkle
3:40pm
- 4:20pm

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
4:20pm
- 4:40pm
THOUGHT LEADER SESSION 4:

HOW PURPOSE IS CENTRAL TO LENOVO ACQUIRING AND KEEPING MORE 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
B2B Marketing Senior Manager Lenovo NA
Dan Gliatta
Founder and Chief Growth Officer Cargo
4:40pm
- 5:00pm
CLOSING REMARKS

Bill Zengel
Senior Vice President, Business Marketing Practice ANA
Thursday, March 25, 2021
10:30am
- 10:40am

OPENING REMARKS

Sonia David
Senior Director, Business Marketing Practice ANA
Nicholas Primola
Executive Vice President ANA
10:40am
- 11:20am

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
11:20am
- 12:00pm

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:

  • What is intent data and how does it work?
  • How have digital capabilities moved out-of-home advertising forward?
  • What types of digital measurement tools work for OOH and where does intent data fit?
  • What assemblage of partners and workflow is required to make DOOH a success?

Maroun Ishac
Director, Business Development Intel
Marc Johnson
General Manager and Chief Marketing Officer Bombora
Nikki Hawke
Chief Marketing Officer Hivestack
12:00pm
- 12:40pm

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 ever-changing demands of B2B buyers.

Ana Villegas
Chief Marketing Officer NI
Robert Morton
Vice President, EMEA Sales NI
Rob Whitney
Vice President, Global Marketing Univar Solutions
Other panelists and moderator to be announced
12:40pm
- 1:00pm
THOUGHT LEADER SESSION 5:

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% points of market share growth, while “powerful creative” -- 4-5 star ads – generates ~2.5% 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
1:00pm
- 1:10pm

BREAK

1:10pm
- 1:30pm
THOUGHT LEADER SESSION 6:

REIMAGINING GROWTH: A MODEL FOR B2B BRANDS TO MOVE FOWARD

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
Craig Duxbury
President, Client Services Stein IAS
Stefan Svärdenborn
Global Marketing & Communications Executive Tetra Pak
1:30pm
- 2:10pm

ACHIEVING GROWTH THROUGH TALENT AND PURPOSE

What happens when you mix a purpose-driven culture with talented employees? In this session, you'll hear forward-thinking ideas from BlackRock's CMO Frank Cooper III. In this session, he shares why growth can only be sustained by talent that is capable, skilled, diverse...and heard.

Frank Cooper III
Senior Managing Director & Global Chief Marketing Officer Blackrock
Matthew Schwartz
Editor, B2B Marketer ANA
2:10pm
- 2:50pm

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.
2:50pm
- 3:00pm

BREAK

3:00pm
- 3:20pm
THOUGHT LEADER SESSION 7:

YOU CAN'T BE A VISIONARY BRAND IF YOU DON'T HAVE A PURPOSE

In this session, Bloomberg Media explores the ingredients and recipes that work, the must-have's, and some standouts. They examine why purpose matters to audiences from Gen Z to C-suite executives, and take a look at businesses leading the way in enacting purpose-driven change. This analysis will be fueled by their proprietary brand health diagnostic data, The Bloomberg Brand Health System. You will leave with a better understanding of the importance of purpose for brand building, particularly among a business decision maker audience, and can also obtain the Bloomberg Brand Health: Visionaries 2021 list.

Anne Kawalerski
Global Chief Marketing Officer Bloomberg Media
Michelle Lynn
Global Head, Data Science & Insights Bloomberg Media
3:20pm
- 4:00pm

SESSION 6: TBA

4:00pm
- 4:05pm
CLOSING REMARKS

Sonia David
Senior Director, Business Marketing Practice ANA

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