ANA B2B Marketing Day @ LinkedIn

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Due to capacity, registration is now closed.

Make a lasting impact on your 2019 marketing strategies by attending B2B Marketing Day at LinkedIn. Network with colleagues and engage with thought-leaders as you get the latest on industry trends, best practices and real life case studies from experts and practitioners. Whether your goal is to align more closely with sales or to nurture a select group of customers with personalization, join this 1-Day Conference and you’ll walk away with actionable insights that you can implement at your own organization.


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, March 27, 2019
9:00am Continental Networking Breakfast

9:30am Opening Remarks

Bill Zengel
Vice President, B2B ANA
Jann Martin Schwarz
Global Director, Market Development LinkedIn
10:00am

BALANCING BRAND AND DEMAND TO OPTIMIZE PERFORMANCE

Leading chief marketing officers know how to balance investment in brand and demand, and connect the two in their campaigns and programs to optimize performance across audience engagement, conversion, and business contribution.

Jay Gaines, CMO and Research Fellow at SiriusDecisions will reveal investment trends, a campaign structure, and fact-based criteria for balancing brand and demand for high-performance B2B marketing.

Jay Gaines
Chief Marketing Officer Sirius Decisions
View Presentation
10:40am

CROSSING THE BRAND-TO-DEMAND DIVIDE: WHY GROWTH CAN'T HAPPEN UNTIL YOU DO

If today’s the age of digital transformation and the connected customer experience, why does the brand-to-demand divide seem as wide in B2B marketing as it ever was? Why is budget allocated in isolation? Why are success metrics disconnected? Why do organizational silos persist? There are answers to these questions – but no good ones.

What’s clearly required are the right answers that enable growth, including the need for a major mindset and operational shift based on the simple notion that there is no demand without brand, and there is no brand without demand.

At this session, Matt Preschern, Forbes top-20 CMO, Marc Keating, The Drum 2018 Marketing Agency Leader of the Year, and Tom Stein, an ANA Business Marketing Hall-of-Famer provide a framework to interlock brand and demand in order to accelerate growth.

Matt Preschern
Chief Marketing Officer ForcePoint
Tom Stein
Chairman, Chief Client Officer Stein IAS
Marc Keating
Chief Innovation Officer Stein IAS
View Presentation
11:20am Networking Coffee Break

11:30am

WeWork: BRAND AND DEMAND DRIVES RESULTS

David Fano leads global sales, marketing and data initiatives and more at WeWork. His expertise lies in connecting technology and data.

Working cross functionally, he enables new insights into technology. David shares how he develops approaches that leverage data to deliver value and drive business performance.

Discover how to lead, not just for the long term, but for the day-to-day across diverse areas including sales, marketing, data, and product/service (in this case Real Estate, Design, and Construction). Classically trained as an architect, David brings a unique perspective to sales and marketing and he will share the same.

David Fano
Chief Growth Officer WeWork
12:10pm

B2B DIGITAL MARKETING TRENDS

The Future Of B2B Marketing: Trends For The Contrarian Marketer

In this session you will learn to:

  • Understand why making lots of small bets with your marketing budget will cost you big
  • Realize how optimizing for CTR will make you miss out on your best audiences
  • Discover why “replication” is the most underrated word in B2B marketing
  • Find out how to develop repeatable B2B marketing success with simple mental model
  • Realize you’re more of a brand marketer than you thought you were

Jann Martin Schwarz
Global Director, Market Development LinkedIn
Peter Weinberg
Market Development and Strategy Lead LinkedIn
View Presentation
12:50pm Networking Luncheon

1:40pm

INTENT DATA AS INDICATOR OF DEMAND AND BRAND BIAS

With data high on the list of every B2B marketers' care-abouts, Mark Dye of Bombora presents the evolving lay of the land regarding 1st, 2nd and 3rd party data.

Mark will discuss intent data in its various forms and applications - from search to content consumption.

Given B2B's complex buying cycles, individuals' digital actions provide "intent signals," indicating an organization's (or individual decision maker's) bias towards one brand over another as well as buyer journey stage.

Mark will discuss how intent data can be leveraged across the brand/demand continuum.

Mark Dye
Chief Strategy Officer Bombora
View Presentation
2:20pm

SETTING A NEW STRATEGIC DIRECTION

Jessica Zall discusses and shares insights on what modern B2B marketing means within her role at Refinitiv. From developing market research on products (new and existing), user and buyer personas, market positioning and messaging around products, and guiding and educating sales teams in the sales process, her responsibilities are broad and deep. 

Touching upon managing global content strategy, campaigns and budget and monitoring and measuring usage in existing products and direct marketing campaigns to drive usage and cross-sell, it promises to be a thought provoking session.

Jessica Zall
Global Head of Marketing Strategy Refinitiv
View Presentation
3:00pm Conference Adjourns


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.