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Business-to-Business Marketing Leadership Conference

This event is over.

This complimentary ANA members only conference will feature perspective from b-to-b marketers and industry thought leaders who have excelled and driven business as a result of their leadership in areas such as integrated marketing, organizational structure, employee impact on the brand, and social media. In addition, findings will be debuted from a new “B-to-B Marketing Leadership Study” whose objective is to determine what sets b-to-b marketing leaders apart across industry sectors. Hosted by Xilinx, the world’s leading provider of programmable platforms, at their Silicon Valley headquarters.

Begins:Thursday, August 26, 2010 at 8:15am
Ends:Thursday, August 26, 2010 at 3:00pm

2100 Logic Dr
San Jose, CA 95124

Closest hotels:

Pruneyard Plaza Hotel (Pruneyard Plaza Hotel)
For reservations and Information: 800-559-4344

Toll House Hotel (Toll House Hotel)
For Reservations and Information: 800-238-6111

When making a reservation at either hotel, please ask for the Xlinx rate.


For directions to the Xilinx campus, please click here.
To view a map of the Xilinx campus, please click here.

Parking will be available in visitor spots in front of Building 4 and additional parking is available on the Union Avenue side of Building 4.

8:15am Breakfast
9:00am General Session

Integrated marketing continues to rank as a top concern among client-side marketers, according to ANA research. There has been an “explosion of choice” of communication options and agency types, which has complicated the lives and practices of marketers, creating massive challenges for effective integration. Intel is one of the companies getting integrated marketing right. Nancy Bhagat was hired at Intel to create and manage the Integrated Marketing Group, which pioneered a new open source agency model and drove various digital innovations, and will share key learning and best practices behind the success of Intel’s integrated marketing programs.

Nancy Bhagat
Vice President, Sales and Marketing Group
Director, Global Marketing Strategy and Campaigns
Intel Corporation

Q&A Session
John Obrecht
BtoB magazine and BtoB's Media Business
Embarking on a brand refresh project can be challenging on many fronts, especially when updating a technology brand with a twenty-five year history. To be successful, a brand needs to be kept current while remaining true to the culture and values of the company. Xilinx, a small/midsize technology company, was able to successfully work through this challenge in its brand refresh initiative despite limited resources and a severe economic climate (a recession!). Xilink understood the tremendous impact its employees had on its brand and why realigning employees to a revised set of expectations was critical. Xilink called this “branding from the inside out.”

Kyra Whitten
Senior Director, Worldwide Communications
Xilinx, Inc.

Rachel Watkins
Director, Employee Communications
Xilinx, Inc.

Most companies grow their marketing functions organically from business units out or from countries in, but there comes a time when the entire model needs to be reinvented. New channels of marketing have changed how and where marketing is done along with the scale and speed that audiences are reached. Marketing must engage with customers and partners at multiple touch points, make it easier to execute at corporate and in the field by bringing the right services and execution support to where they are needed, and clearly define roles and responsibilities from program development through to field execution. This session will explore new structures for global marketing in b-to-b companies and the disciplines required to support them. It will provide guidance about where resources should reside, what processes can best enable success, and how to implement associated change management practices.

Peter Alexander
Vice President, Worldwide Field Marketing
Cisco Systems, Inc.

For b-to-b marketers seeking the reach offered by traditional advertising, social media is a challenge. Per Forrester Research work, people in the U.S. generate more than 500 billion online impressions on each other regarding products and services—more than one-fourth the number of total online advertising impressions. Further, 16% of the online consumers generate 80% of those impressions. This data comes from Forrester’s Peer Influence Analysis, a model that helps marketers quantify reach and connect efficiently with the mass influencers for their products and services. Based on this analysis, b-to-b marketers can develop programs that draw in, engage, and unleash the power of customer influence in social applications, reaching buyers at all stages of the long b-to-b purchase cycle. This presentation will describe the four-step IDEA process to tap into b-to-b customers: identify mass influencers, deliver social customer service, empower customer with mobile information, and amplify fan activity.

Josh Bernoff
Senior Vice President, Idea Development
Forrester Research
Coauthor of Groundswell, on how to turn the force of customers connecting to your own advantage.

Q&A Session
John Obrecht
BtoB magazine and BtoB's Media Business 

Findings will be debuted from a new “B-to-B Marketing Leadership Study” whose objective is to determine what sets b-to-b marketing leaders apart across industry sectors.

Matthew Egol
Booz & Company

Bill Stabile
Senior Director, Brand & Marketing Communications
Siemens Corporation
Chair, ANA Business-to-Business Marketing Committee
3:00pm Adjournment


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