ANA Business Marketing Members-Only Conference @ A.T. Kearney

This event is over.


Wednesday, December 6, 2017
8:15am Breakfast

9:00am General Session Begins

B2B Marketers MAP to Success

  • Marketing accountability to deliver revenue and growth: how to define what success looks like and what metric scorecard can help to drive accountability between sales and marketing.
  • Why Architecture of Hope? Culture eats [Marketing] strategy for lunch: how to build a brand and positioning that embraces the company's mission and culture. If your key value proposition doesn't reflects what's in your corporate DNA, you're in trouble. 
  • Digital Transformation: what new media strategy and key digital & social capabilities to build foundations for speed, predict performance and adaptive execution.

Simon Mouyal
CMO, SVP Medidata
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Building a Relevant Brand in an AI World

Would you take a movie recommendation from a bot? Absolutely! Would you take a cancer diagnosis from a bot?  Heck no! That’s the exact issue Watson Health was wrestling with. What was driving excitement and demand for Watson an array of IT solutions and the finance industry wasn’t translating to health care. Dusty Mujumdar, Chief Marketing Officer of Watson Health, and Scott Davis, Chief Growth Officer of Prophet, will talk about how to build a relentlessly relevant brand an industry where AI isn’t always welcome. The key to building a relentlessly relevant brand: empathy. Dusty and Scott will present how understanding the unique concerns of health care providers – notably the feeling that AI is a threat to their jobs and no match for the quality of care they provide – helped Watson Health clarify its brand and its role in health. As the world talks about AI replacing humans, Watson Health is building a brand that empowers them. 

What you will learn:

  • How AI will reshape brand-building across industries   
  • Why empathy with consumers is so important for AI-driven brands

How to build a relentlessly relevant brand during a period of disruption and skepticism 

Dusty Majumdar, Ph.D
Chief Marketing Officer IBM Watson Health
Scott Davis
Senior Partner, Chief Growth Officer Prophet
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10:30am Networking Coffee Break

10:45am General Session Cont.

Building a Meaningfully Distinctive Professional Service Brand

Professional service organizations are mostly distinguished by how they work with their clients. Most able competitors deliver similar capabilities, experience and services. The company’s values, culture, working style and approach, therefore, not only drive its ability to disproportionately win but the lasting impact the firm delivers to its clients.

This presentation will focus on how professional service organizations define their meaningfully distinctive value proposition so as to influence everyday decisions and behavior. What is the value of a brand for a professional service organization? How does a professional service firm go about realizing its brand proposition? How to align the behavior of a global, independent-minded partnership in order to create relevant, winning distinguishers in the marketplace.

Gary I. Singer
Partner A.T. Kearney
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Today’s Power Couple: Marketing & Sales

There’s been a lot of discussion about the new power couple being Marketing & IT, rightly so, but we cannot forgot about the most important coupling in our business today; Sales & Marketing. In today’s world of fragmented attention, empowered buyers and data, it’s more important than ever for the two most critical revenue generating teams to be well aligned. We cannot afford silos that cause negative leverage. Well-aligned Sales & Marketing teams help each other deliver better results while sharing credit appropriately within their internal business reviews. This partnership minimizes wasted operating expenses and redundant headcount.

We’ll have an open conversation about the role Marketing must play in creating alignment and a true partnership with their Sales Leadership.

Key Takeaways

  1. What causes misalignment?
  2. How best practice organizations are aligning Sales & Marketing
  3. The role technology plays in bringing Sales & Marketing together.
  4. Practical advice on how to gain & keep alignment with Sales

Mike Weir
Vertical Director, Technology LinkedIn
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12:15pm Lunch

1:00pm General Session Cont.

Google – The Shift to Machine Learning

Machine Learning represents the third paradigm shift in technology that is transforming advertising. The first was Digitalization, then Mobile, and now we are living in the era of Machine Learning. We often think of Machine Learning first as a service, with good reason. By 2020, the market for Machine Learning technology will reach $20B. But Machine Learning is also an intelligence engine, allowing you to make smarter decisions for your organization and in your marketing strategy.

Machine learning is already pervasive in our everyday lives, but what does it mean for marketers? Will automation kill the need for creative marketing campaigns? How do you leverage Machine Learning to create more engaging ads and connect with your customers across your entire marketing funnel?

This session will explore how we should rethink marketing in an AI-first world and how smart B2B marketers are preparing for the future to come."

Lauren Nelson
Global Client Lead Google
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Cultivating the Crazies: How to Unlock the Untapped Potential in Your B2B Market

We survey our customers and interview our prospects. We build our marketing stacks, analyze close rates, and optimize our funnels. We use data to drive efficiency and increase effectiveness. Unfortunately, all of this is table stakes, and none of it helps you drive the growth you need.

Brands need inspiration, not incrementalism. The most effective brands challenge buying assumptions and paint a vision for a better market. This is the kind of change that helps you attract the Crazies — the small, influential group of people who share your vision or share stakes in your success but are sitting on the sideline today. We'll share highlights from Aberdeen's new B2B buying survey that connects a vendor's vision for change to buyer consideration. We'll show how brands from Waze to Red Hat have created a change agenda to leverage a human resource most companies ignore. And we'll discuss five simple strategies that put the crazies to work for you.

Mike O'Toole
President PJA Advertising and Marketing
Matt Grant
Director of Content Strategy The Aberdeen Group
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THE “B2B MEDIA EXCHANGE”: Improve Ad Spend ROI Through Programmatic Buying

Marketing investments are increasingly under pressure to demonstrate an ROI. Technology innovation has improved buying execution and analysis. These advancements have also compromised the quality of available media in the supply-side ecosystem. While programmatic advertising streamlines operational functions, getting started can be intimidating for many buyers.

BPA has simplified the planning and activation process to help B2B marketers be assured that their ad spend is directed soundly in online and offline media. They will share how a B2B industry collective was initiated to accomplish just that!

You will walk away from this presentation understanding how the BPA has created a media exchange where marketers have access to a trusted direct pipeline into the supply-side platform that will allow you to increase your marketing ROI, and demonstrate the value of marketing to your management.

Scott E. Roulet
VP, B2B Media Exchange BPA Worldwide
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