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

TIME	EVENT DETAILS	LOCATION
Tuesday, December 6, 2016
8:15am	Breakfast
9:00am	General Session
	WHY IMPROVING THE CUSTOMER EXPERIENCE MATTERS Throughout his marketing roles at Google, Wrigley and Gogo, Ash ElDifrawi has witnessed first-hand why mastering the customer experience in business matters. What does a good customer experience look like and how do you get there? How do you measure the success of improving the customer experience? Join Ash to discuss how improving the customer experience leads to success and how your company can continuously improve their customer experience. Ash ElDifrawi Chief Commercial Officer Gogo
10:00am	DEVELOPING & AMPLIFYING YOUR STORY Everyone has a story. Small, big, individual, non-profit ... everyone has a story to tell. But getting to that story could be a challenge. More of a challenge is developing, organizing and amplifying those stories that drive results. Tell Your Story's George Rafeedie will share a proven process for developing a purposeful message, building consensus, and then building a plan to amplify your story. On any budget. Plus he will share some examples and inspiration for developing great, purposeful statements that drive great stories. George Rafeedie Founder & CEO Tell Your Story Brand Communications
10:45am	Networking Break
11:00am	THE SEALED AIR STORY: A B2B TURN AROUND STORY When the new (and current) CEO took office, I was asked to lead the change initiative. The team worked to clarify the portfolio strategy, moving the three companies to three divisions and uniting them under one master brand of Sealed Air: Diversey Care; Food Care; Product Care. Making this move required developing a new core ideology, including Vision, Mission and Values plus positioning each of the divisions for greater success. Additionally we created a comprehensive organization and brand identity, working to unite the brands while still giving each division its own aesthetics. Importantly through all of this, we had to establish a new and comprehensive cascading communications program ensure that the right change messages were translated through the company, at the right levels and with a united language. Results: In just over 15 months, our internal team and outside agency partner were able to help turn the company around We communicated with more than 25,000 employee globally to gain alignment and trust in the shift Perhaps most importantly, the stock price improved from $11.51 to $34.10 in just 15 months, and reached a high of $52.80 earlier this year Jeanine Gaffke Vice President, Marketing and Business Development Emerson Commercial & Residential Solutions
11:45am	DIGITAL TRANSFORMATION – THE CHANGE ITS DRIVING We live in a world gone digital, social and mobile. All who wish now have unlimited access to information and people. We are empowered, but overwhelmed. You are competing for attention with competitors and those who wish just to make noise. Add to this, the buyer you wish to reach has changed more in the just the past year than the previous 10 years combined. Marketing has gotten this memo, but sales has not. Digital Customer Experience modernization has transformed CX in every way. Today CX is on every CEO's top priority list. IN this session we will cover why this transformation has taken place, and what action you should be taking now to stay ahead of the curve, and your CEO. Jill Rowley Social Selling Evangelist Startup Adviser Modern Marketing Expert
12:30pm	Lunch
1:30pm	CAPITAL GROUP: CREATING A CONTENT BRAND FOR B2B SUCCESS Find out why today's competitive landscape requires content brands, rather than branded content. In this session, Will McKenna, Vice President and Director of Content Marketing, Capital Group, will cover the why, what, and how of B2B content marketing. You'll learn how to create a content pipeline, build a distribution platform, and set up a publishing operation. The goal is to develop an audience that becomes a valuable asset over time. Will McKenna Vice President, Marketing The Capital Group
2:15pm	THE BALANCING ACT: BRAND DEMAND + DEMAND GENERATION It is an amazing moment in business marketing. We have the ability to reach the right buyer with the right message at the right moment. Still, this is not enough. The true attraction for the business decision maker often goes far beyond hard factors and into something more visceral, communal and humanly relevant. Today, more than ever, finding the right balance between igniting brand attraction and efficiently driving lead funnel transactions is essential. Mark and Doug will discuss the crucial factors for creating balance across the entire demand experience and share the most effective ways for business marketers to find and strengthen this balance as they head into their next planning cycle. Mark Witthoefft Head of Strategy & Planning gyro Chicago

8:15am

Breakfast

9:00am

General Session

WHY IMPROVING THE CUSTOMER EXPERIENCE MATTERS

Throughout his marketing roles at Google, Wrigley and Gogo, Ash ElDifrawi has witnessed first-hand why mastering the customer experience in business matters. What does a good customer experience look like and how do you get there? How do you measure the success of improving the customer experience? Join Ash to discuss how improving the customer experience leads to success and how your company can continuously improve their customer experience.

Ash ElDifrawi: Chief Commercial Officer Gogo

10:00am

DEVELOPING & AMPLIFYING YOUR STORY

Everyone has a story. Small, big, individual, non-profit ... everyone has a story to tell. But getting to that story could be a challenge. More of a challenge is developing, organizing and amplifying those stories that drive results.

Tell Your Story's George Rafeedie will share a proven process for developing a purposeful message, building consensus, and then building a plan to amplify your story. On any budget. Plus he will share some examples and inspiration for developing great, purposeful statements that drive great stories.

George Rafeedie: Founder & CEO Tell Your Story Brand Communications

10:45am

Networking Break

11:00am

THE SEALED AIR STORY: A B2B TURN AROUND STORY

When the new (and current) CEO took office, I was asked to lead the change initiative. The team worked to clarify the portfolio strategy, moving the three companies to three divisions and uniting them under one master brand of Sealed Air: Diversey Care; Food Care; Product Care. Making this move required developing a new core ideology, including Vision, Mission and Values plus positioning each of the divisions for greater success. Additionally we created a comprehensive organization and brand identity, working to unite the brands while still giving each division its own aesthetics. Importantly through all of this, we had to establish a new and comprehensive cascading communications program ensure that the right change messages were translated through the company, at the right levels and with a united language.

Results:

In just over 15 months, our internal team and outside agency partner were able to help turn the company around
We communicated with more than 25,000 employee globally to gain alignment and trust in the shift
Perhaps most importantly, the stock price improved from $11.51 to $34.10 in just 15 months, and reached a high of $52.80 earlier this year

Jeanine Gaffke: Vice President, Marketing and Business Development Emerson Commercial & Residential Solutions

11:45am

DIGITAL TRANSFORMATION – THE CHANGE ITS DRIVING

We live in a world gone digital, social and mobile. All who wish now have unlimited access to information and people. We are empowered, but overwhelmed. You are competing for attention with competitors and those who wish just to make noise.

Add to this, the buyer you wish to reach has changed more in the just the past year than the previous 10 years combined. Marketing has gotten this memo, but sales has not. Digital Customer Experience modernization has transformed CX in every way. Today CX is on every CEO's top priority list. IN this session we will cover why this transformation has taken place, and what action you should be taking now to stay ahead of the curve, and your CEO.

Jill Rowley: Social Selling Evangelist ** Startup Adviser ** Modern Marketing Expert

12:30pm

Lunch

1:30pm

CAPITAL GROUP: CREATING A CONTENT BRAND FOR B2B SUCCESS

Find out why today's competitive landscape requires content brands, rather than branded content. In this session, Will McKenna, Vice President and Director of Content Marketing, Capital Group, will cover the why, what, and how of B2B content marketing.

You'll learn how to create a content pipeline, build a distribution platform, and set up a publishing operation. The goal is to develop an audience that becomes a valuable asset over time.

Will McKenna: Vice President, Marketing The Capital Group

2:15pm

THE BALANCING ACT: BRAND DEMAND + DEMAND GENERATION

It is an amazing moment in business marketing. We have the ability to reach the right buyer with the right message at the right moment. Still, this is not enough. The true attraction for the business decision maker often goes far beyond hard factors and into something more visceral, communal and humanly relevant. Today, more than ever, finding the right balance between igniting brand attraction and efficiently driving lead funnel transactions is essential. Mark and Doug will discuss the crucial factors for creating balance across the entire demand experience and share the most effective ways for business marketers to find and strengthen this balance as they head into their next planning cycle.