WELCOME REMARKS

Sonia David

VP, Business Marketing Practice ANA

B2B MASTER CLASS ON: GROWTH MARKETING STRATEGIES: FROM IDEATION TO EXECUTION

(This extended workshop is open to all in-person attendees at all levels of the organization)

Do you know what 3M, Amazon, and Apple have in common? All three companies achieved growth by launching highly successful innovative ideas that came from their employees (Post-It Note, One-Click Buy Now, and Swipe to Unlock)

The CMO-endorsed ANA Growth Agenda provides the key pathways for the industry to create a stronger, more sustainable economic future for all brands and the people they serve. This master class leverages key elements of the Growth Agenda to examine how growth opportunities can come from any level of the organization and showcase companies enable their marketing team to reach their full potential. This facilitated session will give marketers a structured approach and the resources they need to identify, select and flesh out innovative growth marketing strategies. All attendees will leave with several new and documented ideas they are excited to share with their team.

The workshop will focus on four areas of developing growth marketing strategies. Each section will include an interactive exercise and a deep dive discussion with a client-side marketer practitioner. Attendees will receive a playbook and toolkit they can continue using with their colleagues to generate, prioritize, and develop innovative marketing growth strategies when they return to the office.

**We will have a 20-minute coffee break during the workshop in Panzacola East Foyer**

Instructor: John Follett

Co-Founder, CXO & Head of Research Demand Metric

CLOSING REMARKS

Sonia David

VP, Business Marketing ANA

WELCOME REMARKS BY LINKEDIN

OPENING REMARKS

Bob Liodice

CEO ANA

WELCOME REMARKS

Bill Tucker

Group Executive Vice President ANA

GE’s POWERFUL APPROACH TO B2B MARKETING

Linda Boff is the Chief Marketing Officer, Vice President, Learning and Culture and President, GE Foundation. She oversees global marketing, brand, content, digital, and sponsorships, while also managing GE’s global learning and GE’s philanthropic arm. She also co-leads the GE Women’s Network. Having marketing, learning and philanthropy tied together opens many opportunities to expand and show GE’s impact on the world. Under Linda’s leadership, GE’s marketing campaigns and fresh approach to media technology and content have driven strong results in global brand growth and recruitment efforts.

Linda Boff

Chief Marketing Officer, Vice President, Learning and Culture, GE President, GE Foundation

TAKE THE LEAD BY FOCUSING ON THE CUSTOMER

Peter Fader

Professor of Marketing, The Wharton School, University of Pennsylvania Co-author of The Customer-Base Audit

MASTERCARD’S APPROACH TO SUCCESSFUL LEAD GENERATION

Mastercard is one of the world’s most valuable card program brands, according to the 2022 Kantar BrandZ annual survey. In this session, Mastercard’s Greg Boosin Executive Vice President, Global B2B & Product Marketing will share insights and best practices on lead generation. where he is responsible for lead generation, sales enablement, RFP support and leading the in-house Creative Studio across its global business units and regions as well as the articulation of value propositions within the product development process.

Greg Boosin

Executive Vice President, Global B2B & Product Marketing Mastercard

SESSION TBD

Speaker TBD

2023 B2B TRENDS FOR THE CONTRARIAN MARKETER

There is no advantage to going with the crowd. The competitive edge lies in being contrarian and right. In this session, LinkedIn’s B2B Institute will focus on three contrarian perspectives on how advertising actually works, what the goal of your advertising should really be, and why less is always more when it comes to B2B ads.

Derek Yueh

Partnership Lead, The B2B Institute LinkedIn

HOW DOES MARKETING TRANSFORMATION HAPPEN? THE FERGUSON CASE

After Victoria Morrissey joined Ferguson, an industrial distributor across residential, non-residential, and other markets, as their CMO she embarked on a mission to create a professional marketing organization. In this session, she’ll share insights on what it takes to assemble a team and function that attracts talent, improves outcomes, and strengthens team alignment.

Victoria Morrissey

CMO Ferguson

TACKLING THE TENSION BETWEEN BRAND VS. PERFORMANCE TO OPTIMIZE FULL-FUNNEL IMPACT

As profitably becomes a main focus for brands and media budgets come under scrutiny, B2B marketers need to be more thoughtful about balancing brand and acquisition efforts.  Marketers will feel pressure to focus on short term performance and CPA goals, but limiting media to lower funnel tactics will result in missed opportunities to reach valuable audiences.  The upper funnel plays a critical role in a highly complex B2B decision journey, especially during turbulent times.

Speaker TBA

NBC Universal

THE STATE OF THE CHIEF MARKETING OFFICER: WHAT IT MEANS FOR CURRENT & ASPIRING B2B CMOS

Richard Sanderson

Marketing, Sales & Communications Officer Practice Leader Spencer Stuart

INSIGHTS FROM STEIN IAS

At the last Masters of B2B Marketing Conference, Jeremy Cochran at Stein IAS shares how Lexmark embarked on a journey to renewed growth, supercharging its traditional sales-led model by standing up a marketing-led digital Growth Engine powered by a provocative brand narrative. Find out what’s in store from Stein IAS in 2023!

Jeremy Cochran

President, Americas Stein IAS

HOW TO PARTNER WITH YOUR CFO AND/OR CEO

For marketers working through tighter budgets while proving the value of marketing, their relationship with the C-suite is more important than ever. In this panel discussion, led by Peter Fader, we’ll explore how CMOs leading brands working with the C-suite. The session would explore questions like how did you forge stronger relationships; what was the process; what kinds of collaborations did you do together, and more.

Peter Fader

Professor of Marketing, The Wharton School, University of Pennsylvania Co-author of The Customer-Base Audit

CREATING BETTER B2B BUYING EXPERIENCES

Online shoppers are more empowered than ever. They can find ratings, reviews, price comparisons and deals as quickly as inspiration strikes. And with all this information at their fingertips, B2B brands must consider how to create better buying experiences to address the readiness of information at the shopper's fingertips. Learn key B2B shopper insights to create a better buying experience and drive significant business impact. This discussion will address how to win the omnichannel shopper, engage high value customers and maximize profitable sales.

Doug Novack

Managing Director, Business and Industrial Markets Practice Google

CLOSING REMARKS

The annual B2 Awards Gala is an evening of celebration where we reveal and honor this year's winners from both the general and top categories. B2 Awards has more categories, more entries, and more jurists than any other industry award program. The annual awards reflect the rich diversity of our industry, the growing role of B2B marketing, and the rapid changes in our industry.

Join us live and in-person! Enjoy cocktails, dinner, and all the festivities with your team and peers.

WELCOME REMARKS

Sonia David

VP, Business Marketing Practice ANA

SESSION TBD

Speaker TBD

BUILDING NEXT-GEN B2B MARKETING

Earlier this year, Winterberry Group Senior Managing Partner, Bruce Biegel, revealed in-depth insights and predictions on B2B marketing spending in 2023, from advertising to in-person events to ANA members. In this session, Biegel will share insights on how B2B marketing continues to evolve in order to meet the changing needs of buyers today and in the future.

Bruce Biegel

Senior Managing Partner Winterberry Group

INSIGHTS FROM ANTERIAD

Anteriad has been helping B2B marketers drive demand, generate leads and improve pipeline results. Get the latest insights and ideas on ways to move your campaigns forward, using data at the center of everything you do.

Speaker TBD

NOW AND IN THE FUTURE: GENERATING MORE VALUE FROM YOUR CUSTOMERS

FIS is a leading provider of technology solutions for merchants, banks and capital markets firms globally. Its employees are dedicated to advancing the way the world pays, banks and invests by applying its scale, deep expertise and data-driven insights. In this session, Vincent Bhak, Head of Brand, Digital, and Experiential Marketing at FIS shares his perspective on what it takes to market to clients and prospects – from brand to demand – and everything in between.

Vincent Bhak

Head of Brand, Digital, and Experiential Marketing FIS

THE SIX INGREDIENTS TO BUILD A SUPERPOWERED B2B CUSTOMER EXPERIENCE

At a time when disruptive forces are altering every facet of business and society, it’s important to understand the B2B customer journey and purchase experience. Merkle B2B’s global insights group, B2B International, spoke to 3,505 buyers of B2B products and services and asked them to retrace their steps for 6,212 recent B2B purchase experiences. These buyers were asked to identify which ingredients mattered to them at various stages on the decision-making journey.

This session will discuss the survey data and look at how the past 12 months have changed the shape of superpowered B2B customer experiences, and the ingredients that create them. We will dive into which six ingredients are taking hold in the B2B sector right now and how they can help brands complete with the best, to deliver the ultimate B2B CX.

Matthew Powell

VP & Executive Director B2B International, A Merkle Company

THE NEXT GENERATION OF ACCOUNT-BASED SALES AND MARKETING

No Forms. No Spam. No Cold Calls., written by Latane Contant, is a rallying cry for a new generation of sales and marketing leaders who are ready to ditch the traditional strategies, tactics, and technologies that are no longer working to deliver breakthrough results. In this session, she provides insights on ways to enable your sales and marketing teams to take pride in the customer experience and finally align on how to put your prospects at the center of everything you do.

Latané Conant

CMO 6Sense

CLOSING REMARKS

David Blackburn

Head of Digital Marketing ProShares