ANA/BMA Business-to-Business @ Bloomberg (Members Only Conference) | 1-Day Conferences | ANA

ANA/BMA Business-to-Business @ Bloomberg (Members Only Conference)

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Today’s B-to-B marketers have access to more information and resources than ever before. This is both a blessing and a burden. While big data, programmatic buying, content marketing, and digital media create possibilities that were never before possible, understanding and applying them in an ever-evolving ecosystem can be confusing, if not completely overwhelming. At the first-ever ANA/BMA Business-to-Business Conference, hosted by Bloomberg, top marketers and industry experts will explain how to better manage your brands in a new era of B-to-B marketing and share groundbreaking case studies and lessons learned. This complimentary ANA/BMA members-only conference is open to marketers, agencies and media companies seeking a better way to connect with customers and drive sustained growth.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, April 9, 2015
8:15am Breakfast

9:00am General Session

BLOOMBERG AND SIEMENS CORPORATION: DRIVING RESULTS THROUGH MEDIA PARTNERSHIPS

Content marketing, including native advertising, is getting a lot of attention in the marketing community these days. Despite widespread increases in content-marketing budgets, business-to-business marketers are still struggling to enable their marketing efforts to deliver relevant content to audiences and drive brand impacts. Hear how Siemens Corporation and Bloomberg work together to integrate and deliver relevant content and engage their audiences to optimize brand marketing activities.

Bill Stabile
Executive Director, Branding, Advertising and Sponsorships Siemens Corporation
Zazie Lucke
Head of Global Marketing Bloomberg Media
Keith Grossman
Publisher Bloomberg Digital and Digital Products

AMERICAN EXPRESS OPEN: HELPING SMALL BUSINESSES DO MORE BUSINESS

In 2010, American Express founded Small Business Saturday to help small businesses with their most pressing need – getting more customers. From offering marketing resources to negotiating exclusive offers for small business tools, American Express’ Small Business Saturday efforts help small businesses get more business. Last year 88 million consumers who were aware of Small Business Saturday spent $14.3 billion at independent merchants, an increase of 14.9% from 2013. In this session, learn about the campaign that has allowed American Express to reach and deepen relationships with small businesses across the country.

Lisette Bernstein
Vice President, Customer Marketing and Engagement, Small Business Saturday American Express

GE: REINVENTING STORYTELLING FOR BUSINESS-TO-BUSINESS

GE is a company that most people have heard of, but do you really know what GE is about? With that as the background, GE has worked to re-invent how it expresses itself across a multitude of channels. By innovating and being at the cutting edge of new and creative platforms that reach its various targets, GE is reinventing B-to-B advertising and content to reach its audience. Learn how GE has been driving the thinking behind this effort to help create world-class storytelling to make B-to-B B2Human.

Linda Boff
Executive Director, Global Brand Marketing GE Corporate

HISCOX: BUSINESS INSURANCE EMBRACES RISK

In a break with its peers, business insurer Hiscox is running full force into risk. Typically, insurance ads talk about minimizing risk or what consumers and businesses have to lose due to risk and not about embracing it. The company's new campaign features men and women who took chances to open and expand their own businesses, be it an architectural firm or gym, with the tagline "Encourage courage." Learn why Hiscox chose such an unconventional brand positioning in a very conventional category.

Russ Findlay
Chief Marketing Officer Hiscox
12:50pm Lunch

1:50pm General Session Cont.

THE MONSTER THAT IS B-TO-B ADVERTISING

In naming BBDO New York its B-to-B Agency of the Year, Ad Age noted how the agency has done more to embrace the shift to the storytelling power of video than any of its rivals. That’s because in the world of today’s B-to-B marketing, reaching people with powerful narratives is more important than ever. With a roster of B-to-B clients that now includes AT&T, CVS Health, Empire State Development, FedEx, GE, HP, Monster.com and SAP, among others, B-to-B has become an increasingly important part of the agency’s creative output. In this session, hear about a case study look at what BBDO has found to be the keys to developing engaging and effective B-to-B advertising that shifts the narrative and the approach to storytelling.

John Osborn
President and CEO BBDO

MERRILL LYNCH ONE™: UNITING BRAND, PRODUCT, AND CLIENT EXPERIENCE TO DRIVE BUSINESS

When Merrill Lynch set out to launch Merrill Lynch One™, a new platform for its advisors that revolutionizes managed portfolio construction, the company knew it was introducing more than a piece of technology. Merrill Lynch One represents the organization’s commitment to goals-based wealth management—better client-advisor interactions, simpler language, and a holistic approach to meeting the client’s personal objectives over just portfolio performance. What Merrill Lynch still needed was a powerful story to relay these benefits, encourage adoption and help advisors transition. In this session, you’ll learn more about the strategy that addressed this challenge and the communications tactics designed to reach and rally advisors in moments that truly mattered.

Stacey Gaine
Managing Director Merrill Lynch
Nancy Schulman
Partner and Executive Director of Strategy Sullivan
3:30pm Conference Adjournment