Conference Agenda

WELCOME REMARKS

Sonia David

Vice President, Business Marketing Practice ANA

UNCOVER WHAT DRIVES THE WAY

Resonate is the only consumer intelligence company that creates hyper-relevant, dynamic consumer insights and puts it at the fingertips of marketers for personalized brand action, scaled to the entire U.S. population. In this session, you'll learn how to enrich your own first-party data and understand why people choose, buy, endorse, or abandon your brand or cause.

Speaker TBA

Resonate

B2B MASTERCLASS 1 - AI STRATEGY LAB: NAVIGATING THE B2B LANDSCAPE

Delve into actionable strategies and hands-on exercises that will equip you with the tools needed to thrive in an AI-driven marketing landscape.

Led by David Edelman, Senior Lecturer of Business Administration at Harvard Business School, this masterclass is your ticket to unlocking the full potential of AI. Through a series of interactive exercises, you’ll learn how to harness data insights to optimize processes for maximum efficiency.

Then, you’ll explore six scenarios tailored to the marketing landscape, each designed to help you stay ahead of the curve.

David Edelman

Senior Lecturer of Business Administration Harvard Business School Former CMO at Aetna, a CVS Health Company

B2B MASTERCLASS 2 - BRAND TO DEMAND

It’s well known that brand and acquisition marketing running together is 6x more effective than acquisition campaigns running alone. The challenge lies in effectively merging these two facets of marketing.

In this masterclass, we share best practices and strategies for achieving synergy between brand and demand marketing and help you develop actionable plans to implement integrated brand/demand marketing initiatives within your organization.

Kate Rodgers

Global Brand Media Director GE Healthcare

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Speaker TBA

FRAMEWORKS FOR MARKETING IMPACT AND MEASUREMENT

Jonathan Knowles

Founder Type 2 Consulting

CLOSING REMARKS

Sonia David

Vice President, Business Marketing Practice ANA

PRESENTING SPONSOR OPENING REMARKS

Lisha Perez

Partnership Lead, The B2B Institute LinkedIn

OPENING REMARKS

Bob Liodice

CEO ANA

HOUSEKEEPING & INTRODUCTION

Bill Zengel

Senior Vice President, Business Marketing ANA

OPERATING LIKE A MODERN MARKETER

In this session, Lynn Teo, CMO, Northwestern Mutual will unravel the nuances of connecting brand campaigns with tangible outcomes, emphasizing the importance of a synchronized approach to marketing efforts. Through real-world examples and practical insights, attendees will gain a deeper understanding of how to bridge the gap between brand awareness and lead generation, driving meaningful business results.

From understanding diverse business models to orchestrating multifaceted marketing strategies, Teo will provide invaluable perspectives on elevating marketing competency and delivering measurable commercial value. You’ll leave empowered with actionable strategies and equipped to navigate the nexus between brand and demand in today's competitive landscape.

Lynn Teo

CMO Northwestern Mutual

REINVENTING XEROX: A JOURNEY OF TRANSFORMATION

In this session, Deena Piquion, Chief Growth and Disruption Officer at Xerox shares insights into her role reshaping Xerox's operating model and organizational structure to propel the company's reinvention forward. You'll learn about Xerox's three key reinvention priorities and intended outcomes, offering firsthand insights into the strategies, challenges, and successes encountered along the way. From streamlining core print business operations to driving enterprise-wide efficiency through global business services, Get inspired as you see how marketing leadership was instrumental in driving tangible results and fostering a culture of innovation within Xerox.

Deena Piquion

Chief Growth & Disruption Officer Xerox

MASTERING REVENUE GROWTH: UNVEILING YOUR BLUEPRINT FOR SUCCESS

In a world of accelerating competitive disruption and innovation, media fragmentation, and digital saturation, MarketBridge helps revenue leaders solve their most pressing challenges. In this session, you will learn how agility, constant monitoring, measuring, and optimizing channels fuels and sustains long-term revenue growth. Discover how MarketBridge harnesses the power of open-source analytics and unparalleled channel knowledge - and how you can apply go-to-market strategies that achieve results.

Brice Chaney

Senior Vice President MarketBridge

MARKETING TO THE CFO: HOW B2B MARKETERS OVERCOME CFO SKEPTICISM BY THINKING LIKE INVESTORS

Funding is critical to the success of any business activity, but in B2B, marketers come to the negotiating table at a disadvantage. Most B2B companies, particularly in the Finance department, view marketing simply as a cost center, and in this period of strong economic headwinds, it is becoming increasingly difficult for marketers to preserve or grow their budgets.

However, decades of research shows that marketing accelerates and amplifies cash flows for businesses, making it a critical growth center to brands who sufficiently and continuously invest.

In this session, Lisha Perez from LinkedIn’s B2B Institute will reveal insights from the B2B Institute’s latest exploration on the topic, including a framework for helping marketers advocate for bigger budgets. You’ll leave with the knowledge to:

• Articulate why effective marketing is central to every possible avenue of revenue growth.
• Identify ways that marketing can increase profit through pricing power and cost efficiencies
• Understand how effective marketing can minimize risk and, thereby, cost of capital.

Lisha Perez

Partnership Lead, The B2B Institute LinkedIn

FROM SPINOFF TO SPOTLIGHT: HOW GE IS REVOLUTIONIZING MARKETING BEST PRACTICES IN HEALTHCARE

Join Kate Rodgers, Global Brand Media Director and Andy DeLaO, Chief Strategy & Marketing Officer at GE Healthcare as they share invaluable insights into the transformation of brand and demand strategies at GE Healthcare. Discover how these global leaders navigated the challenges of establishing a standalone marketing function post-spinoff and learn about the innovative approaches employed to align brand storytelling with demand generation efforts. From overcoming resistance to fostering collaboration between brand and commercial teams, Rodgers and DeLaO will provide practical advice and real-world examples to inspire marketers at every level.

Kate Rodgers

Global Brand Media Director GE Healthcare

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Speaker TBA

WELCOME TO THE AGE OF ANTICIPATION: HOW APPLYING AI MAKES BUSINESSES MORE HUMAN

AI advancements have brought both opportunities and challenges for marketers. But one aspect is undeniable (and under-utilized): AI’s ability to anticipate customers’ needs. This session will provide tangible insight into how senior marketers and executives can harness the AI gold rush for strategic B2B business growth.

• How B2B businesses can integrate AI to make it anticipatory, not reactive. Once we realize that AI works best when it’s personalized, not simply reactive, then we can think about humanization.
• How to develop and integrate a hybrid approach to AI where it lives on-device and not just the cloud.
• Real examples of how Qualcomm is integrating AI across its company and marketing channels, and how Code and Theory is advising Qualcomm and its other clients to succeed at speed and scale.

Carmen True

VP, Marketing- Channel Sales Enablement and Digital Ecosystems Qualcomm

SECRETS TO B2B GROWTH WITH STEIN IAS

Delve deep into the heart of B2B marketing. Last year Marc Keating of Stein IAS outlined the evolution from humble market shares to sustained hypergrowth, all while forging unconventional paths to success. This year, you’ll get the freshest updates and emerging trends within the B2B industry, gaining invaluable knowledge to propel your strategies forward. This session is your gateway to unlocking the secrets behind transformative growth and staying ahead of the curve in a rapidly evolving landscape. 

Marc Keating

Chief Innovation Officer Stein IAS

MARKETING AS A GROWTH CONTRIBUTOR – LEARN HOW VANGUARD INSTITUTIONAL MARKETING IS DRIVING BUSINESS

Traditional B2B marketing has played a key role in supporting sales in RFPs and sales finals. Harnessing the power of marketing campaigns and data, learn how Vanguard Institutional Marketing has evolved to a key sales enabler, contributing to top line growth. The session will cover business strategy of the pivot, high level plan, and business impact.

Anthony Toguchi

Head of Institutional Digital Marketing Vanguard

INDUSTRY THOUGHT LEADERSHIP PANEL

Moderator: Mike Linton

Host CMO Confidential Podcast

CLOSING REMARKS

Bill Zengel

Senior Vice President, Business Marketing ANA

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.

Bill Zengel

Senior Vice President, Business Marketing Practice ANA

WELCOME REMARKS

Sonia David

Vice President, Business Marketing Practice ANA

HOW CIGNA TRANSCENDS THE BRAND-TO-DEMAND DIVIDE

Join marketing leader Lou Aversano as he explores the fusion of branding and performance marketing in driving business growth. Through real-world examples and practical insights, discover how to leverage a branded approach to performance marketing to differentiate your brand, align marketing efforts with the customer journey, and effectively communicate marketing's impact on revenue growth. Don't miss this opportunity to learn how to maximize your marketing efforts strategically and propel your business to new heights.

Lou Aversano

CMO The Cigna Group

DECODING THE B2B BUYER

As buying behaviors and the growth of buying groups continue to shape in the dynamic landscape of B2B marketing, marketers face the daunting challenge of staying ahead of the curve. So how can you leverage A.I. to help you better keep up with ever-changing preferences? Join us for an exclusive session with Peter Weinberg, former head of development at LinkedIn’s B2B Institute and now founder of Evidenza.ai, who will demonstrate how use the latest technology to, not only differentiate your offerings but, engage buyers more effectively.

Peter Weinberg

Founder Evidenza.ai

DRIVE BOLDLY: HOW MICHELIN PUTS SUSTAINABILITY IN THE FAST LANE

Sustainability is important but it’s not enough. According to a recent IBM study, organizations that embed sustainability are 75% more likely to attribute greater improvement in revenue from their sustainability efforts. Yet, six in 10 C-suite leaders say they must make trade-offs between financial and sustainability outcomes. What’s more, the pursuit of sustainability in B2B industries poses a triple challenge: balancing environmental responsibility, fostering product innovation, and ensuring economic viability. This session, Pierluigi Cumo, VP, B2B Marketing, North America at Michelin delves into sustainability, with a spotlight on Michelin's strategic communication of its value proposition. Through real-life applications and tangible insights, we’ll explore how to effectively navigate market perceptions surrounding the costs of sustainable practices, segmented customers based on their sustainability priorities, and messages that resonate across diverse buyer personas.

Pierluigi Cumo

VP, B2B Marketing, North America Michelin

THE EVOLVING ROLE OF MARKETING LEADERSHIP IN A MORE CONNECTED GO TO MARKET MODEL

Marketing generates greater business impact when it collaborates with other members of the commercial team. Nowhere is the alignment of brand and demand with commercial functions more important than in Industrial and Manufacturing firms where sales, distribution, business partner and customer success channels play a large role in growing customer lifetime value and account expansion. In this interactive panel, growth leaders from organizations like Johnson Control will discuss the need for marketers to embrace new leadership models, skills, processes, incentives, and operations. Specifically, they will discuss:

• New leadership structures that better align marketing with sales and customer service to support the entire customer journey, improve the overall customer experience, and expand customer revenues;
• The core capabilities, skills, career paths, and operational muscle that needs to be built across these functions;
• The importance aligning marketing systems, channels, and the customer engagement data they generate with other players along the entire revenue cycle;
• Difficult decisions that must be made about incentives, resource allocation and roles to ensure marketing makes the greatest contribution to the revenue team.

Trent Perrotto

VP, External Communications Johnson Controls

CAPTURING THE LATINO B2B GROWTH MARKET: CROSS-INDUSTRY INSIGHTS & STRATEGIES

Eric Miller

Marketing Leader Owens Corning

CLOSING REMARKS

Sonia David

Vice President, Business Marketing Practice ANA