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Conference Agenda

All sessions listed below are in Pacific Time (PT).

TIME EVENT DETAILS LOCATION
Monday, May 23, 2022
1:00pm REGISTRATION OPENS

Princess Foyer (IN-PERSON ONLY)
2:00pm
- 5:00pm

IN-PERSON WORKSHOP: ACCOUNT BASED MARKETING

This extended in-person workshop covers timely topics around the hottest discipline among B2B marketers: Account Based Marketing.

Connect with and get insights from the best ABM practitioners in the business. You'll dive into interactive learning around key areas of next-generation ABM such as strategy, engagement, MarTech, and measurement. You'll walk away with practical skills you can implement tomorrow.

Jessica Fewless
Client Partner Inverta
ABM Workshop Hosts:
Danny Nail
Director, Global ABM COE Leader Salesforce
Aaron Smith
Global Marketing Director KPMG
Princess A-C (IN-PERSON ONLY)
5:00pm
- 6:00pm
RECEPTION

Princess Foyer (IN-PERSON ONLY)
Tuesday, May 24, 2022
7:00am REGISTRATION OPENS

Princess Foyer (IN-PERSON ONLY)
7:00am
- 8:00am
BREAKFAST

Princess A-C (IN-PERSON ONLY)
8:00am
- 8:03am

WELCOME REMARKS

Derek Yueh
Partnership Lead, The B2B Institute LinkedIn
Princess D-G (HYBRID)
8:03am
- 8:28am

OPENING REMARKS

Bob Liodice
CEO ANA
View Presentation
Princess D-G (HYBRID)
8:28am
- 8:36am

HOUSEKEEPING

Bill Tucker
Group Executive Vice President ANA
David Blackburn
National Chair - ANA B2B Committee, Head of Digital Marketing DTCC
Princess D-G (HYBRID)
8:36am
- 9:12am

FINDING YOUR BRAND PURPOSE BY TURNING YOURSELF INSIDE OUT; A CASE STUDY IN USING FLYWHEEL THINKING TO TRANSFORM AN ENTERPRISE

All too often companies can use complexity as an excuse for not having a clear and connected purpose. It takes work, and a lot of collaboration to get it done. Learn how, as a farmer and ag retailer owned cooperative, CMO, Heather Malenshek used a culture of relentless cooperation to inspire Land O’Lakes Inc. to take on the difficult – finding commonalities to inspire a greater mission. The result, a unified purpose that puts farmers at the heart of creating a better world. In this session you’ll walk through the journey which includes:

  • How to ensure stakeholders know change is happening with them vs. too them, and how to start the conversation around seismic shifts
  • How to connect the power of brands to driving commercial growth
  • How to leverage purpose to accelerate self-disruption and take on the future
  • The importance of connecting societal and cultural undercurrents with commercially viable opportunities to inspire true business change
  • Translating mission and purpose into action

Heather Malenshek
CMO Land O'Lakes
Princess D-G (HYBRID)
9:12am
- 9:48am

HOW A NICHE B2B MARKET TAPPED INTO EARNED MAINSTREAM MEDIA- Please note this session will only be available to watch live and not for on-demand.

What kind of creativity does it take for an industrial manufacturer to cultivate fresh and exciting audience appeal? In this informative session you’ll learn how scrappy innovation paired with world-leading machine engineering - and finished with a whole host of technology. See how their massive machines faced unique challenges in the Cat Trials. Then, discover how Caterpillar works to develop unique, breakthrough creative that speaks to the head, heart, and gut of their core customers and beyond.

Archie Lyons
Global Creative Director Caterpillar
Princess D-G (HYBRID)
9:48am
- 10:24am

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 insights to inform your B2B decision making to create a better buying experience for customers. This discussion will address:

  • New insights on how to meet evolving B2B buyer preferences
  • Where, when, and how buying decision makers prefer to be engaged
  • How to create a strong brand and digital experience to drive customer satisfaction

Doug Novack
Managing Director, Business and Industrial Markets Practice Google
View Presentation
Princess D-G (HYBRID)
10:24am
- 10:44am
COFFEE BREAK

Princess Foyer (IN-PERSON ONLY)
10:44am
- 11:20am

THE ROLE OF STORYTELLING IN HUMANIZING YOUR BRAND

As the profile of key business decision makers evolves (becoming younger and more diverse), we are starting to see these buyers prioritize doing business with companies who champion purpose or stand for causes that benefit society.

There will only be greater emphasis on establishing human connections with all brands moving forward. However, many B2B brands still struggle to humanize their brand through marketing and media efforts. We know purpose-driven B2B brands outperform the market and we know media and marketing tied to purpose drives stronger customer engagement.

Moderator: Dominic Chu
Senior Markets Correspondent CNBC
Lainey Johnson
Americas Brand and Media Leader EY
Mike Rucker
VP, NBC News Brand Studio NBCUniversal
Princess D-G (HYBRID)
11:20am
- 11:56am

BRAND BUILDING: HOW AN AWARENESS CAMPAIGN GREW TO AMBITIOUS PROPORTIONS

Landing the right message. Winning broad buy-in. Building a champagne campaign on a beer budget. These are just a few of the common challenges marketing teams face when creating a brand campaign. Amy Protexter, SVP of marketing for Insight, shares how a climate of uncertainty, contradictory feedback and an overwhelming list of asks came together in a surprisingly brilliant (and ambitious) way.

Key takeaways:

  • How to draw inspiration and insights from every angle
  • What data can — and can’t — tell you about your strategy
  • How to make small budgets do big things
  • Why your whole organization benefits from a brand campaign

Amy Protexter
SVP, Marketing Insight
View Presentation
Princess D-G (HYBRID)
11:56am
- 12:32pm

2022 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
View Presentation
Princess D-G (HYBRID)
12:32pm
- 1:32pm
LUNCH PRESENTED BY LINKEDIN

Princess A-C (IN-PERSON ONLY)
1:32pm
- 2:08pm

MARKETING OPERATIONS: FROM MISFITS TO MODERN ORCHESTRATORS, PSYCHOLOGISTS, AND SCIENTISTS (MOPS)

Not long ago, marketing operations was the "clean-up-on-aisle-13" squad. Not anymore. As businesses digitize their customer experiences, marketing operations is now a strategic advisor to not only the CMO, but also a key cross-functional partner with Product, IT, Customer Service, and Compliance. MOPS leaders orchestrate business and customer outcomes at the modern intersection of art and science.

Session attendees will walk away with a combination of aspirational and practical to-dos on how they can drive growth by:

  • Managing the business' hub for brand trust — with privacy, compliance, and customer preferences
  • Leading next-gen innovation digital operations and integrations
  • Recruiting and developing hybrid skill sets that cut across technology and traditional specialties, including the evolving agency role
  • Governing the marketing tech stack and its exponential growth in data

Milton Hwang
VP, Marketing Operations HSA Bank, a division of Webster Bank
View Presentation
Princess D-G (HYBRID)
2:08pm
- 2:44pm

DATA AS HERO IN A B2B CAMPAIGN

In January, 2022, Bloomberg Media launched a large-scale global brand campaign aimed at established and emerging modern leaders -- a group that spans ages, sectors and gender, but is unified by the fact that they occupy positions of power wherever they are in their personal and professional lives. We set out to start a conversation with them that stemmed from our belief that an underlying motivation for anyone in that position is to change the world.

To do that, we fielded original research that shed light on how leaders feel about changing the world, what they think it takes to do so, and who’s leading the way. We’ll share some of the surprising insights that resulted, including who feels most prepared to make change, which tools would make them feel more so, and where generational, gender and geographic gaps are most significant. We’ll also offer a candid look at a fully virtual creative campaign build process and reveal how it performed, with special guests from Doner, our creative partner.

Anne Kawalerski
Global Chief Marketing Officer Bloomberg Media
Jon Krevolin
Executive Creative Director and EVP Doner
View Presentation
Princess D-G (HYBRID)
2:44pm
- 3:20pm

ARE YOU UNDERVALUING YOUR CUSTOMERS?

Why do so many leaders still behave as if delivering more value to customers means delivering less value to shareholders? Why don’t marketers get more credit for the contributions they make to growing shareholder value? Rob Markey, one of the architects of the Net Promoter System, has shown that NPS leaders deliver shareholder returns 2-5X those of their peers. Markey, a partner at Bain & Company, will help you make the case for customer value.

Rob Markey
Partner Bain and Company
Princess D-G (HYBRID)
3:20pm
- 3:40pm
COFFEE BREAK

Princess Foyer (IN-PERSON ONLY)
3:40pm
- 4:16pm

FROM CHAOS TO CHORUS: HOW MARKETING CAN THRIVE IN A CHALLENGING WORLD

Emily Ketchen is Chief Marketing Officer and Vice President for the Intelligent Devices Group (IDG) at Lenovo. In this role, she leads a global team that drives marketing campaigns, oversees brand marketing, customer insights and creative direction across all business segments. In this session, she and co-presenter Casey Jones provide unique perspectives on how B2B marketers can thrive in chaos. Emily shares how she is aligning Lenovo capabilities and skills around critical centers of excellence, and how she supports the growth of her team and the success of Lenovo agencies with key external resources like BriefLogic and the ANA.

Emily Ketchen
CMO Lenovo
Casey Jones
CEO BriefLogic
View Presentation
Princess D-G (HYBRID)
4:16pm
- 4:52pm

PRINTING OPPORTUNITY: HOW LEXMARK MARKETING MADE THE LEAP TO MULTI-BILLION-DOLLAR OPPORTUNITY DRIVER

Starting in 2021, Lexmark embarked on a journey to renewed growth. In less than a year, the global imaging and IoT leader supercharged its traditional sales-led model by standing up a marketing-led digital Growth Engine powered by a provocative brand narrative. The net effect: $1.5 billion in ‘net new’ pipeline and a new paradigm to drive the brand into the future. 

Sven Dellagnolo
Senior Director, Global Revenue Marketing Lexmark
Jeremy Cochran
President, Americas Stein IAS
View Presentation
Princess D-G (HYBRID)
6:30pm
- 7:30pm
2022 B2 AWARDS RECEPTION

Princess Foyer (HYBRID)
7:30pm
- 9:30pm
2022 B2 AWARDS DINNER AND GALA

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 for the first time in almost three years! Enjoy cocktails, dinner, and all the festivities with your team and peers.

Toni Clayton-Hine
CMO EY
Linda Brunner
Senior Vice President, Head of IT Digital Customer Experience Siemens Healthineers
Ann Marie Gothard
VP, Global Corporate Media Relations Henry Schein
Kim McNeil-Downs
Leader - The Green Dot Agency Deloitte (2021 B2 Award Winner)
Derek Yueh
Partnership Lead, The B2B Institute Linkedin
David Blackburn
National Chair - ANA B2B Committee, Head of Digital Marketing DTCC
Brian Renaud
EVP, Director of Business Leadership MRM
Samantha Nyhan
President, MRM West MRM
Princess D-G (HYBRID)
Wednesday, May 25, 2022
6:30am REGISTRATION OPENS

Princess Foyer (IN-PERSON ONLY)
7:00am
- 8:00am
BREAKFAST

Princess A-C (IN-PERSON ONLY)
8:00am
- 8:08am

HOUSEKEEPING

Sonia David
Vice President, Business Marketing ANA
Princess D-G (HYBRID)
8:08am
- 8:44am

HOW EY PUTS THE CUSTOMER AT THE CENTER OF EVERYTHING

Toni Clayton-Hine is a performance-driven CMO who focuses on the customer to generate profitable revenue growth. She believes that today's marketing opportunity is to figure out how to take the people who have a high affinity or advocacy for your brand and help them influence others to become your brand ambassadors. In this session, she shares her insights into how she gets done at EY.

Toni Clayton-Hine
CMO EY
View Presentation
Princess D-G (HYBRID)
8:44am
- 9:20am

WOMEN WHO ARE SHAPING AND LEADING B2B MARKETING

In this session, we get inspired by top B2B marketers - who happen to be women - on elevating the industry and what it takes to be a success.

Moderator: Juliet Randall
VP, Global ABM Strategy Salesforce
Ann Marie Gothard
Vice President, Global Corporate Media Relations Henry Schein
Lindsey Kollross
Lead of B2B Integrated Marketing Yahoo
Kim McNeil Downs
Leader - The Green Dot Agency Deloitte
Princess D-G (HYBRID)
9:20am
- 9:56am

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
View Presentation
9:56am
- 10:16am
COFFEE BREAK

10:16am
- 10:52am

THE VALUE(S) FACTOR: LEVERAGE BRAND PURPOSE FOR HUMAN-CENTERED MARKETING IMPACT

It’s the marketer’s great challenge: Engaging a diverse array of customers and translating that engagement into growth. But in the increasingly prominent brands-for-humans marketing model, a company’s impact lies far beyond profits and what customers buy — it’s also about purpose and what customers buy into that drives sales, growth, and loyalty.

As 21st century customers seek more than transactional relationships with the brands they love, brands are faced with a new imperative — to show up in the world living their stated values in everything from advocacy and advertising to innovation and inclusivity, and more. So how do marketers — from the C-suite exec to the junior staffer — take action to humanize their brand purpose for sales and sustainability?

CMO Stephanie Moritz has spent more than 25 years priming household names like Disney, Jim Beam, Hershey, and Con Agra for next-level resonance. In her presentation, she will showcase how her latest journey at the American Dental Association is bringing the value(s) factor to life for the ADA’s 161,000 member dentists (most of whom are small-business owners). Attendees will leave with actions for meeting their customer at the intersection of value and values. Topics include:

  • The assumptions marketers should avoid, despite their instincts
  • Leveraging the generational differences in a customer group for a well-rounded marketing campaign
  • Developing customer-centered measurements to define success
  • Selling the customer on the benefits of a brand story — and not just a product or service — for ongoing engagement
  • The nuances that determine what living your values looks like in practice (and what it doesn’t)

Stephanie Moritz
Chief Marketing and Communications Officer American Dental Association
View Presentation
Princess D-G (HYBRID)
10:52am
- 11:28am

ARE MARKETING & SALES BECOMING OBSOLETE? HOW THE UNIFIED COMMERCIAL ENGINE REDEFINED SALES AND MARKETING ALIGNMENT

The challenge tied to aligning sales to marketing are well known. It's been made even more complex with the rise of digital buying, leading to the fundamental question: buyers have fundamentally changed – have sales & marketing changed and adapted along with them? Learn how the team at SMART Technologies (best known as the developer of interactive whiteboards branded as the "SMART Board" popularly used in education and business) rebuilt their process "from the ground up" by creating a “Unified Commercial Engine.” It's a successful endeavor cited by Harvard Business Review in February 2022 as "a fantastic example of the kind of sweeping change likely necessary in most organizations to effectively overcome functional myopia."

Jeff Lowe
CMO Smart Technologies
Jenna Pipchuk
EVP, Chief Sales Officer Smart Technologies
View Presentation
Princess D-G (HYBRID)
11:28am
- 12:04pm

FIRESIDE CHAT- SALESFORCE'S ABM DIGITAL TRANSFORMATION

Account Based Marketing at Salesforce has reached the tipping point, demonstrating best-in-class return on investment and showing clear linkage to delivering impact attributed to Reputation, Relationships, and Revenue (3 R’s). In 2021, Team ABM developed a holistic approach in bringing together our people, disparate processes and leveraged the full power of our Salesforce technology to transform our ABM go-to-market business model.

Come hear Juliet Randall, Vice President, Global ABM Strategy at Salesforce as she and Danny Nail, Director, Global ABM Center of Excellence Lead discuss the Salesforce ABM transformation journey.

Key Takeaways:

  • What it takes to inspire a movement toward transformation and rally the team.
  • Ways to increase productivity and operational efficiencies with a focus on making it easy.
  • Delivering measurable impact with a focus on connected customer journeys.

Juliet Randall
VP, Global ABM Strategy Salesforce
Danny Nail
Director, Global ABM COE Leader Salesforce
View Presentation
Princess D-G (HYBRID)
12:04pm
- 12:06pm

CLOSING REMARKS AND CONFERENCE CONCLUSION

Sonia David
Vice President, Business Marketing ANA
Princess D-G (HYBRID)

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