Marketing at the Speed of Change @ 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 on April 1 at Wells Fargo in San Francisco 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: Wednesday, April 1, 2020 at 9:00am

End: Wednesday, April 1, 2020 at 3:00pm

WHERE

Wells Fargo
333 Market Street, Annex Bldg.
San Francisco, CA 94105

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $100 Gold Tier $200 Silver Tier $350 Individual N/A Nonmember N/A

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


Agenda

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

Angie Moncada
Head of Section Bus Comm North America
Munich Reinsurance America, Inc.
_______________________________________________________________________________________

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

Kellie Krug
Head of Global B2B Marketing
Wells Fargo
_____________________________________________________________________________________

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

Narine Galstian
CMO
SADA
_______________________________________________________________________________________

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. 

Rick Weir
Vice President of Marketing
FastPay



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.