Marketing at the Speed of Change, Hosted by Wells Fargo

"Leveraging data and insight to enable rapid iteration of our offerings and client engagement strategies puts marketing at the center of value creation.”
– Ed Hatch, VP of marketing transformation and operations, BM

The present and future B2B customer offers the marketer less time and attention but brings higher expectations. Success demands leveraging data and aligning sales and marketing to engage customers on an increasingly non-linear buying journey.

Join us for this virtual event to learn how leading marketers are staying in control within an evolving marketplace, while unlocking the full potential of their resources, from their internal teams and operations to technology and partnerships.

when

Start: Tuesday, December 8, 2020 at 11:00am

End: Tuesday, December 8, 2020 at 2:00pm

WHERE

Virtual Event (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Virtual Client-Side Tier $0 Platinum Tier $49 Gold Tier $99 Silver Tier $149 Individual $249 Nonmember $249

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net


Agenda

Confirmed Sessions:

THE TRANSFORMATION OF THE MODERN MARKETER
Growing customer expectations and the rapid pace of innovations are forcing B2B marketers to not only align with their sales teams, but to collaborate with IT and finance as well. As CMO of SADA Systems Inc., a leading technology provider of cloud-based solutions, Narine Galstian has a high level view on the challenges marketers face as they manage internal stakeholders while finding ways to delight their customers.

In this session, she combines her expertise as a B2B marketer and experience as a technology solutions provider to share practical tips, strategies, and tactics that help modern marketers better align with sales and IT. Using a case study to bring best practices to life, key takeaways include ways to:

• manage internal relationships
• optimize marketing and technology
• scale wins for future success

Speaker:
Narine Galstian
CMO
SADA
___________________________________________________________________________________
ROMANCING THE C-SUITE WITH THE RIGHT PARTNERS
How does the B2B C-suite engage with media channels in this dynamic media landscape? Wells Fargo and its media partners share how they target the right B2B audiences at the right time through content and advertising.

Speaker:
Kellie Krug
Head of Global B2B Marketing
Wells Fargo
___________________________________________________________________________________
OWNING GAME-CHANGING SUBCATEGORIES: UNCOMMON GROWTH IN THE DIGITAL AGE
David Aaker, hailed the "Father of Modern Branding," serves as Vice Chairman at Prophet, a global growth consultancy. He's a recognized authority on branding, has developed several recognizable concepts including the Aaker brand vision model and has received numerous awards for his contributions to the science of marketing. His words and teaching have offered guidance and inspiration to marketing leadership at many of the world's leading brands.

In this session, Aaker will talk about his latest book: Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age which explores the only ways to grow a business (with rare exceptions) including:

• developing new "must haves" that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base;
• becoming the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and
• creating barriers to competitors that could include "must-have" associations and a basis of relationships that go beyond functional benefits.

Speaker:
David Aaker
Vice Chairman
Prophet
Brand Strategist and Author
___________________________________________________________________________________
MARKETING/INNOVATION: PARTNERING FOR AGILITY AND SCALE
Design Thinking, Customer Discovery, Agile teams, Stand-ups, Client Centricity: These practices are core to Innovation, but what about B2B Marketing? As B2B companies adapt in the face of disruption across industries, we have an opportunity to change not only what we are marketing but how we go about it.

Munich Re's Angie Henderson Moncada will share how Marketing is becoming part of Munich Re's Innovation ecosystem, how they leverage teams like Incubators and Innovation Labs as testing grounds for great B2B marketing ideas, and how this approach is driving profitable growth for both traditional businesses and innovative new solutions. Case studies include Munich Re's Remote Industries and Smart Mobility offerings, which went from Pilot to Accelerate (and scale) in 2019 and provided opportunities for Innovation, Product, Sales, and Marketing teams to partner to deliver value in new ways. Attendees will gain practical insights on how to:

• infuse a test-and-learn mindset into evolving marketing teams
• use new tools and approaches to gain buy-in for new marketing strategies in partnership with Innovation organizations

Speaker:
Angie Moncada
Head of Section Bus Comm North America
Munich Reinsurance America, Inc.
___________________________________________________________________________________
IN PURSUIT OF PURCHASING POWER: HOW ABM PAID OFF FOR FASTPAY
No audience within B2B is more challenging to raise awareness with, and engage successfully, than the C-suite. The most challenging of B2B marketing's Mount Everest: "The CFO." Charged with minimizing risk and maximizing the bottom line, CFOs are hard to reach and not easily swayed by marketing efforts.

So how did Fast Pay, a financial platform for media businesses, successfully grab the attention of CFOs from top companies and garner a double-digit response rate for their unique Customer Acquisition strategy? In this award-winning ANA B2 case study, Rick Weir, Vice President of Marketing reveals the keys to establishing an automated cross-channel marketing dashboard to show attribution from all marketing programs, campaigns, content, events, and paid media channels.

Speaker:
Rick Weir
Vice President of Marketing
FastPay
___________________________________________________________________________________
LESSONS FROM THE TRENCHES: MAXIMIZING YOUR ROI FROM ABM FIELD EVENTS
ABM requires very different field event strategies to those of traditional demand gen. So how do you figure out which strategies work? Steve Etzler, founder, BDI, along with his client, Jennifer Sundquist, Director of Field Marketing, Americas for Equinix share an array of actionable insights they have collectively learned for building an effective ABM field event strategy including:

• How to plan and launch an ABM event field strategy
• How to reach your target audience face-to-face, in a private setting
• Best practices for measuring buyer propensity

Speakers:
Steve Etzler
Founder
BDI

Jennifer Sundquist
Director of Field Marketing, Americas
Equinix


Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.