Blueprint for B2B Branding in 2022: Presented by Google

This event is over.

Learn how to drive your company’s growth agenda with new insights and inspiration from leading marketers and practitioners.


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, November 10, 2021
11:00am
- 11:05am

WELCOME AND OPENING REMARKS

Sonia David
Senior Director, Business Marketing Practice ANA
Matthew Schwartz
Editor, B2B Marketer ANA
11:05am
- 11:25am

A BLUEPRINT FOR B2B BRAND PERFORMANCE

Recent research commissioned by Google and BCG shows that brand matters for Business Industrial (B2B), as "humans are humans, no matter if they are buying for their business or themselves," however, budgets do not reflect the size of this opportunity.

Companies are under-investing in brand due a lack of ability to measure impact, not having key stakeholder buy-in, and not having the internal capabilities (e.g., creative skill sets) necessary to do brand marketing. In fact, excellence in brand marketing can unlock significant value: Amplifying brands see 54% higher returns on their brand marketing investments than nascent brands, significant long-term value from customer acquisition, cross-sell, and awareness, and strong correlation between upper-funnel metrics and sales growth.

To achieve brand excellence, B2B marketers need:

  • Clearly defined strategy and brand value proposition
  • Sophisticated trusted measurement: Measurement is key to unlocking other critical components, e.g., optimized activation, stakeholder buy-in, additional investment
  • A diverse set of skills across the team, including creative development skills as well as segmentation and analytical skills
  • To activate their brand marketing consistently and cohesively across all channels and customer touchpoints
  • A cross-functional operating model that engages stakeholders across the organization: "It takes a village to build a brand"
  • Automated and integrated tech in order to unlock sophisticated measurement, understand customers, and manage creative

We'll dive into how mature brand's see higher value than those that are nascent, and the steps to get there.

Doug Novack
Managing Director, Business and Industrial Markets Practice Google
Peter Dewey
Managing Director and Partner Boston Consulting Group (BCG)
View Event Recap
11:25am
- 11:55am

FIRESIDE CHAT: WHAT BEST IN CLASS MEANS IN BRAND PERFORMANCE

Fireside chat between Doug Novack, Peter Dewey and Jim Lecinski on what Lecinski teaches about B2B and branding at Kellogg and how he prepares his students to take on the challenges and opportunities of the marketing / industry landscape

Doug Novack
Managing Director, Business and Industrial Markets Practice Google
Peter Dewey
Managing Director and Partner Boston Consulting Group (BCG)
Jim Lecinski
Associate Professor of Marketing Northwestern University
11:55am
- 12:10pm

PART 1- WHAT BEST IN CLASS MEANS: ANA INTERVIEWS B2 AWARD WINNERS

Matthew Schwartz
Editor, B2B Marketer ANA
Rita Dias (@RitaLMDias)
VP, Marketing and Communications Symcor
12:10pm
- 12:35pm

PART 2- WHAT BEST IN CLASS MEANS: ANA INTERVIEWS B2 AWARD WINNERS

Matthew Schwartz
Editor, B2B Marketer ANA
Samantha Nyhan
President MRM
Melissa Ditson
Chief Creative Officer MRM
View Presentation
12:35pm
- 12:40pm

CLOSING REMARKS AND MEETING ADJOURNS

Sonia David
Senior Director, Business Marketing Practice ANA

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.