2020 ANA Masters of B2B Conference Presented by LinkedIn

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TIME EVENT DETAILS LOCATION
Wednesday, October 14, 2020
11:01am
- 11:36am

OPENING REMARKS

Bob Liodice
CEO ANA
Bill Tucker
Group Executive Vice President ANA
11:36am
- 12:12pm

LEADERSHIP AND OPPORTUNITY- MARKETING DIGITAL TRANSFORMATION- THE CASE OF MICROSOFT

From elevated customer expectations to pressure on driving growth and life-time value, today’s marketing leaders face new challenges. But with customers and ROI at the center of all decisions, it’s given the modern marketer a new opportunity – to lead. Join Caroline Keene for an engaging discussion on her experience leading during Microsoft's digital transformation.

In this session, Caroline will discuss:

  • ‘Thriving’, not just ‘surviving’ in today's connected world
  • Marketing’s role in leading the digital transformation journey
  • Finding opportunity in new challenges

Caroline Keene
Interim CMO Microsoft
Bob Bejan
Corporate VP, Global Events, Production Studios and Marketing Community Microsoft
12:12pm
- 12:48pm

THE TRANSFORMATION OF B2B MARKETING

The Bank of New York Mellon (BNY Mellon) is one of the world's largest global asset servicing companies and a leader in asset management and corporate trust and treasury services. As Chief Marketing Officer, Brenda Tsai drives a dynamic, client-focused marketing strategy across all of BNY Mellon globally, with a strong emphasis on expanding digital marketing expertise and using technology and research to connect with clients more effectively.

In this session, Brenda will share how traditional sales is changing – buying committees, solutions selling, non-linear purchase patterns. All of this elevates the role of B2B. No longer is there a linear path to purchase.

  • It takes a higher level of IQ to understand new emerging personas and sales patterns
  • It takes a higher level of EQ to influence and educate across the organization
  • And it take marketing expertise to be able to leverage the right tools at the right time

Brenda Tsai
Chief Marketing Officer BNY Mellon
12:48pm
- 12:58pm
Session Break 1

12:58pm
- 1:35pm

WHY B2B ADVERTISING DOESN’T HAVE TO SUCK - INSIGHTS AND LEARNINGS FROM SERVICENOW

Why is so much B2B communication so darn dry? Why do we think our customers are completely rational when the data tells us otherwise? ServiceNow is a purpose-led software company that is out to make the world of work better for people. When we set out to create brand communication to drive awareness amongst our C-Suite target, we did so with a radical idea: we tried to appeal to them as regular human beings.

Alan Marks, Chief Marketing and Communications Officer at ServiceNow, in conversation with Jann Schwarz, Senior Director of The B2B Institute at LinkedIn will share the key insights and learnings from a journey to create an enduring brand.

Alan Marks
Chief Marketing & Communications Officer ServiceNow
Jann Schwarz
Senior Director, B2B Institute LinkedIn
1:35pm
- 2:11pm

MARKETING WITH A PURPOSE: PRACTICAL WAYS TO WALK THE WALK

Purpose is on everyone’s lips in corporate America — but when they talk about purpose, too many leaders are talking to themselves. A recent PwC survey shows that companies’ customers and their own employees often don’t believe what senior management is saying about purpose and values. Marketers can help close the gap, and it’s not a matter of “putting lipstick on a pig.” Marketers can communicate and encourage real progress, bring more employees and consumers on board, better align their own teams with their values, and use new technology to support purpose-related initiatives. In this session, Matthew will discuss concrete ways for marketers to live their purpose. Key takeaways include:

  • Understanding what the “purpose gap” (skepticism around corporate values) is costing organizations
  • Seeing data on what consumers and employees want to see (or hear) from organizations to believe in their purpose
  • Understanding how a diverse workforce and deliberate inclusion efforts drive better outcomes — and how to build diverse, inclusive marketing teams
  • Learning marketing strategies that are especially effective in communicating and inspiring values
  • Seeing common technology mistakes that hold back purpose initiatives and how to do better

Matthew Lieberman
CMO, U.S. and Mexico PwC
2:11pm
- 2:47pm

MARKETING LEADERS PANEL: 2020 VISION

Committee Chairs of the ANA B2B Practice, Linda Brunner, Kellie Krug, and Kathy Seegebrecht are each marketing leaders within Business Marketing community as well as within their respective companies. In this first-ever working group session on growth in B2B, each will share their unique perspective on how they strive to see around the corner, to what’s next in marketing, how they prioritize, lead and grow in what at least one industry leader calls the “next white space” for marketers: B2B. How is B2B the same as B2C, and how is it different? And how are they each positioned for what many are anticipating will be strong economic headwinds in 2020?

Tom Stein- Moderator
Chairman and Chief Client Officer Stein IAS
Linda Brunner
Vice President and Head of Digital Engagement Siemens Healthineers
Kellie Krug
Executive Vice President and Head of Global Wholesale/Enterprise Marketing Wells Fargo
Kathy Seegebrecht
Senior Vice President and Chief Marketing Officer UL
2:47pm
- 2:57pm
Session Break 2

2:57pm
- 3:18pm

THOUGHT LEADER SESSION- DISCOVERING THE HUMAN-EMOTIONAL-DIGITAL CODE TO EXTRAORDINARY CREATIVE IDEAS WITH VALUE

Heart vs. mind. Left brain vs. right. Human emotion vs. technology automation. Creativity in B2B is at a turning point – and pointing to the need for bigger, richer, better. In this session. Richard Hepworth, business unit president of engineering giant Trelleborg, and Tom Stein and Reuben Webb of global B2B agency Stein IAS, explore the intersection of B2B creativity and anthropology.

By delving more deeply into human behavior, Richard and his agency ‘Anthronauts’ created one of the most effective, highly awarded campaigns in recent years. In doing so, they developed a framework for applying the three most important levels of emotional value that, once decoded, lead to extraordinary creative experiences powered by the mind-bending digital technologies at our beck and call.

Richard Hepworth
Business Unit President Trelleborg Marine & Infrastructure
Tom Stein
Chairman and Chief Client Officer Stein IAS
Reuben Webb
Chief Creative and Values Officer Stein IAS
3:18pm
- 3:53pm

ACCOUNT-BASED MARKETING: NEW INSIGHTS AND BEST PRACTICES

Incorporating “personalization” (the ANA’s 2019 Marketing Word of the Year) into his content strategy has made Danny Nail a legend among account-based marketing practitioners and Marketer of the Year at SAP, the market leader in enterprise application software. Learn how Nail developed SAP's world class Global ABM program enabling Sales to more successfully target strategic Enterprise accounts.

Danny Nail
Global Head of Account-Based Marketing SAP
Thursday, October 15, 2020
10:55am
- 11:06am

OPENING REMARKS

Bill Zengel
Senior Vice President ANA
11:06am
- 11:41am

THE BALANCE BETWEEN BRAND AND PERFORMANCE MARKETING

The past year has challenged marketers in unparalleled ways. From digital accelerations to consumer safety demands, brands have pivoted in unique and agile ways to keep up with pandemic shifts and re-assure audiences on key priorities and values. During this fireside chat between Kim Kadlec, SVP of Global Marketing Solutions at Visa and Matthew Schwartz, Editor, ANA B2B Marketer Magazine, attendees will be equipped with tangible takeaways on how to lean into consumer behavior to identify – and leverage – opportunity in times of change.

Kimberly Kadlec
Senior Vice President, Global Marketing Visa, Inc.
Matthew Schwartz
Editor ANA B2B Marketer Magazine
11:41am
- 12:17pm

UNLOCK GROWTH THROUGH LOYALTY

Rob Markey is a partner in Bain & Company’s New York office and a leader in the firm’s Customer Strategy & Marketing practice. He is an expert in customer and employee loyalty, new product development and customer service strategies, and the co-author of The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World, by Harvard Business Review Press, a New York Times and Wall Street Journal bestseller. Hear his thoughts on what B2B brands need to do to build loyalty.

Rob Markey
Partner Bain & Company
12:17pm
- 12:43pm

THE FUTURE OF B2B MARKETING

Rishad Tobaccowala’s key skill is getting people to see, think and feel differently about how to grow themselves, their teams and their company. He does this through distilling 40 years of global learning and wisdom and communicating in a way that is provocative, pragmatic and inspirational.

Rishad is the Former Chief Growth Officer and member of the Management Committee of Publicis Groupe, the world’s third largest communication firm with 80,000 employees. He was named by BusinessWeek as one of the top business leaders for his pioneering innovation and TIME magazine dubbed him one of five “Marketing Innovators.”

Rishad Tobaccowala
Author "Restoring the Soul of Business: Staying Human in the Age of Data" Senior Advisor to Publicis Groupe
12:43pm
- 12:53pm
Session Break 1

12:54pm
- 1:25pm

ESTABLISHING VALUE WITH EMOTION AND DELIVERING DIGITAL CENTRIC EXPERIENCES

Establishing Value with Emotion: Doug Novack

Emotional connections with brands are key for B2B decision makers 

We prove emotional connections in B2B are stronger than those in B2C.

Why is this so?  Why are we so emotionally invested?  How does the media affect us generally?  The truth is humans are always battling emotional v. rational factors that go into decision making, and the same thing happens in B2B.

Key findings:

  • Emotional advertising lifts purchase intent throughout B2B buyer journey
  • Both emotional AND rational factors are key in specific phases of the journey

Delivering Digital Centric Experiences: Michelle Bandler

Digital Marketing, Experiences and Agile Marketing Organizations Are Critical To Support Buyers (And Make Money)

                                    Debut of new Google research that it is conducting with Forrester.

Enterprise buyers bring consumer purchasing expectations into the workplace; they want relevant information available at any time, with access to easy two-way communication when they need answers to specific questions. These expectations make digital essential to delivering an effective buying experience, regardless of whether transactions are ultimately completed online or offline. Unfortunately, most buyers remain unimpressed with current digital interactions, leaving firms that address this gap at a competitive advantage.

High performing companies increase topline revenue:

  1. Digitally centric experiences [self-service] on owned properties links to strong sales results
  2. Agility [de-siloing of sales and marketing] directly corresponds with high performing companies
  3. Full Funnel Media drives better sales goals [lead to buy ratio and quality sales]

Michelle Bandler
Managing Director of Tech B2B Google
Doug Novack
Managing Director of Business and Industrial Practice Google
1:25pm
- 2:02pm

BUSINESS TO BUSINESS? THINK 'BRAND' TO ‘BUILD'

Brand building is more important than ever in the world of B2B and this presentation, based on fourteen years of proprietary empirical data, will provide you with the information and insight you need to share internally (and how to do so) with your peers in finance, operations and the C-suite. With your CEO concerned about Wall Street and the next quarter, the CFO about last, sales about today, how do you as marketers share the growth story we all intrinsically know BRAND brings, but struggles to prove? Brand spend is also often easy to cut in hard times because it doesn’t necessarily negatively affect head count.

This presentation shows how known brands investing in brand building efforts, over time, establish stronger brand equity with their customers, deliver superior returns for their shareholders AND are better insulated during times of economic hardship. This is important as shareholder value and return is one common metric everyone in the C-suite understands and shares interest in. This presentation comes to life in the form of compelling case studies and examples alongside an analysis of BrandZ's most valuable B2B brands, including a unique view among BOTH business customers AND everyday consumers. What are the similarities and differences in attitudes? What can B2B brands learn from the world of B2C, and, most importantly, what are the key associations needed to establish and influence strong relationships and unlock growth?

3 key takeaways

  • Brand building is an investment and not a cost
  • Achieving meaningful difference versus competitors is the gateway to growth
  • Five key elements drive meaningful difference for all brands — Purpose, Innovation, Communications, Brand Experience and Love

Martin Guerrieria
Global Head of Research, Brandz Kantar
2:02pm
- 2:42pm

FROM START TO SCALE: WHY MEASUREMENT IS KEY TO ABM’S SUCCESS

Measuring the impact of marketing always has been important. Account-based marketing (ABM) is no exception and perhaps it’s even more critical as a relatively nascent B-to-B marketing strategy. In this insights-packed 40 minutes, three ABM evangelists share stories and actionable takeaways for how they are measuring the impact of their programs. Attendees will gain:

  • Proven attribution models and how to get buy in for everything from establishing a pilot to scaling ABM
  • Examples of and ideas for benchmarking to demonstrating outcomes and choosing the right measures of success
  • Lessons from test and learn scenarios of panelists to avoid similar pitfalls and shorten the path to victory

Jennifer Greenwood
Global Lead, Marketing Growth Platform Publicis Sapient
Aaron Smith
Marketing Director, Marketing Operations Spencer Stuart
Alex Southworth
Vice President, Account Based Marketing Dun and Bradstreet
2:42pm
- 2:52pm
Session Break 2

2:53pm
- 3:14pm

THOUGHT LEADER SESSION SPONSORED BY GYRO

Michael McLaren
Global CEO Merkle B2B Group
Jamie Poston
Head of Enterprise Marketing Transamerica
3:14pm
- 3:49pm

THE FUTURE OF WORK: HOW TRENDS, MULTIPLE GENERATIONS, AND A PANDEMIC ARE REDEFINING WORK ITSELF

Before the pandemic, workplace transformation was already underway. In fact, many organizations were embracing a future that looked very different to what we called “work” even just 5 years ago. Four generations in the workforce required meeting different work styles. Casual and open workspaces became the norm. And implementing integrated workflows was critical to getting stuff done. Allowing people to work where, how, and when they wanted was the plan for more and more companies.

But now, in response to a global pandemic, we’ve gone through five years of transformation in five months. Employees are all mostly remote, we’ve adapted to this new way of working, and businesses are now asking what’s next. We must now look to the future… and discuss what work even is moving forward.

Leveraging her experience in managing a fully remote team at Cisco, and marketing Webex collaboration technology, Aruna brings unique insight on what is key to enabling businesses to keep thriving. In this talk, she will explore different work styles and generational considerations as well as the three pillars necessary for a successful work in the future: technology, the concept of the workspace, and the culture change required.

Key learnings will include:

  • Ensuring business continuity during the pandemic, and staying competitive
  • Bringing humanity into the workplace of the future
  • Lessons learned and what the future will bring

Aruna Ravichandran
VP, CMO Cisco Webex Collaboration
3:49pm
- 4:24pm

THE ANA MARKETING FUTURES PODCAST PRESENTS: MARKETING THE U.S. PRESIDENCY

The stakes are high with any marketing campaign, but what about when you’re marketing the next president of the United States of America? It doesn’t get higher than that. With the 2020 U.S. presidential election around the corner, this live from the stage inside peek reveals just how sophisticated the marketing machines that drive modern presidential elections really are. You’ll learn about some of the world’s most sophisticated digital strategies, as well as the critical role data plays in presidential campaigns.

B2B brands have traditionally had an edge when it comes to data, experienced at leveraging first-party data through customer data platforms and account-based marketing, yet B2C brands today seem to move with greater agility and speed to deliver more dynamic personalization. Whether B2B or B2C, a marketer is a marketer, first and foremost. Don’t miss this timely opportunity to learn from other brands, whether local, national, big or small, and no matter the industry.

The ANA Marketing Futures Podcast, one of ANA’s most popular member assets, will be recording live from the conference and welcoming Rob Griffin to the stage, co-founder of Tovo Labs, a progressive digital marketing consultancy that focuses on real content and real people with responsible data practices to drive influence and outcomes. Whatever your marketing focus is in 2020 — be it political, B2B, B2C, or agency-side – there is a sea of change rolling in as tracking, privacy, and data management issues rise and impact your digital plans. The cookie apocalypse is almost upon us, and there’s no time like the present to get ahead of it.

Rob Griffin
Chief Technology Officer Tovo Labs
Michael Berberich
Senior Director, Futures and Content ANA
4:24pm
- 4:26pm

CLOSING REMARKS

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