Tuesday, August 11, 2015
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8:30am
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Breakfast
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9:30am
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General Session
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CISCO'S BRAND APPEAL: I SECOND THAT EMOTION
In the 24/7 world of digital and social engagement, B2B/B2C customer buying patterns have blended. A Google/Corporate Executive Board study found customers are more emotionally connected to B2B brands and named Cisco number one with emotionally connected customers. In this session, learn how Cisco creates brand loyalty and how to use this dynamic in your marketing and communications.
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Karen Walker
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Sr. VP and Chief Marketing Officer
Cisco Systems, Inc.
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INNOVATIVE MARKETING IN B2B: THE SAME AND DIFFERENT FROM B2C
B2C marketing has become more personal and engaging. Some B2B companies are finding success by applying the same principles to their marketing. Although there are still different strategies a B2B marketer must take. In this session, The Boeing Company will examine the implications of marketing innovation in business-to-business marketing and the challenges they have faced along the way. Using various examples from Boeing campaigns, they will share best practices in B2B marketing.
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Katherine Overby
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787 Dreamliner Brand Manager
The Boeing Company
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CORNING: FROM CONTENT TO COMMERCE
Often B2B marketers rely on content as a lead generation activity through marketing automation. But is there a better way of leveraging the interest/relationships generated from robust content to create actual ROI? Corning thinks so, and developed a content model that fueled peer-to-peer platforms to generate commerce. It’s a new way to think about how to generate new revenue streams and expand markets, truly closing the loop between content and commerce. Hear from Howard Sherman, president CEO - Doremus, on how Corning implemented this new model and key lessons learned.
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Howard Sherman
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President CEO
Doremus
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12:30pm
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Lunch
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1:30pm
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General Session (cont.)
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PURPOSE DRIVEN CONTENT STRATEGY FOR BRAND TRANSFORMATION
How do you turn around a 100-year-old brand? Especially when the brand is rooted in a legacy financial services payment solution but is now forging its growth with a suite of marketing products and services for small businesses? To answer that question, Deluxe invested in rich, authentic content, earning increased brand awareness. Through an original documentary and photo essay series, Deluxe ignited a "small business revolution" utilizing social and purpose driven content to tell the story of how important small business is in the U.S. Amanda Brinkman, chief brand and communications officer – Deluxe, will share their modern marketing approach that set them on their trajectory to not only raise brand awareness, but create a movement.
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Amanda Brinkman
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Chief Brand and Communications Officer
Deluxe Corporation
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ARE B2B MARKETERS MISSING THE MARK?
The message from global business executives to global marketers is clear, “Stop marketing to me!” The Economist Group Content Solutions, in association with communications firm Peppercomm, conducted a survey of business executives to examine how well B2B marketers are “hitting the mark.” The resulting report, “Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audiences,” highlights the survey findings, which indicated that global business executives are seeking substance, while B2B companies are largely still marketing. In this session, you will get an overview of the survey results, how they impact you as a B2B marketer, and how you can stop missing the mark with your B2B marketing.
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Jeff Pundyk
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Global Vice President of Content Solutions
The Economist Group
Ted Birkhahn
President and Partner
Peppercomm
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3:15pm
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Conference Adjournment
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