Once Upon a Time in B2B Storytelling @ PwC

If you want your B2B marketing efforts to have a happy ending, your messaging has to strike the right tone with the right people at the right time. Join us for this one-day conference as we shine a light on exclusive insights and creative narratives to help you captivate your audience and potential buyers.

when

Start: Wednesday, October 23, 2019 at 9:00am

End: Wednesday, October 23, 2019 at 3:00pm

WHERE

PwC
300 Madison Ave
Rooms C1304, C1305, C1306
New York, NY 10017

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $100 Gold Tier $200 Silver Tier $350 Individual N/A Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, October 23, 2019
9:00am
- 9:25am
Breakfast

9:25am
- 9:40am
Opening Remarks

9:40am
- 10:40am

THE WORLD'S SIMPLEST BRANDS AND POWER OF SIMPLICITY: A SPECIAL ANA B2B EDITION

Want to forge deeper relationships with your customers and employees? Learn how organizations use simplicity to articulate their purpose, deliver a clear value proposition and create simple employee experiences to build a more valuable brand. Moderated by Brian Rafferty, Global Director, Business Analytics & Insights, and based on their annual World’s Simplest Brands study, this roundtable session uses an interactive format lets each participant share their knowledge and experiences while learning from peers.

About the World’s Simplest Brands study:
More than 15,000 people across nine countries in the US, Europe, Asia, India, and the Middle East evaluated brands and industries on their simplicity. Key findings include:

55 percent of people are willing to pay more for simpler experiences.
64 percent of people are more likely to recommend a brand that delivers simple experiences.
A stock portfolio of the simplest global brands has outperformed the average of the major indexes by 679 percent since 2009.

Brian Rafferty
Global Director, Business Analytics & Insights Siegel+Gale
10:40am
- 11:20am

THE ROI OF SOCIAL MEDIA MARKETING: HOW BUSINESSES SHOULD APPROACH SOCIAL MEDIA FOR MAXIMUM IMPACT

Matthew Babiarz
Senior Digital Strategist Mower
11:20am
- 11:40am
Networking Coffee Break

11:40am
- 12:20pm

TRANSFORMATIVE NARRATIVES: SHOW PROSPECTS THE LIGHT AND DRIVE MASSIVE DEALS

Most businesses will admit they fear disruption. Few will admit they fear the transformation necessary to keep disruption at bay, but their hesitancy tells us otherwise. For marketers offering transformational products and services, how do we get prospects to buy in to wholesale change that is at once risky, expensive, and arduous?

LivePerson’s Brian Donnelly discusses how content marketing and sales enablement can join forces to create sticky narratives that take prospects on a journey from hesitant and complacent to excited and enthusiastic about transformative change. You’ll learn how:

To adopt a focus on ‘one goal’ throughout the B2B buyer journey to increase success. 
To reframe the conversation so your offering is the only path forward for a prospect. 
To cut through the noise with compelling content delivered on the right channel in the right buying phase.

Brian Donnelly
Marketing Director LivePerson
12:20pm
- 1:00pm

2019 TRANSATLANTIC TRENDS IN B2B

B2B brands are experiencing significant change as technological disruption and political events unfold.  How is this affecting the marketing world?

Each year, B2B International monitors the pulse of the b2b marketing and insight community through its B2B Marketing & Insight Survey. This year’s report reveals the marketing strategies in focus, including the extent to which the likes of digital transformation, ecommerce, and people-based marketing are being embraced.

How are your peers doing when it comes to assessing brand health, the customer experience, and segmentation?  How are they establishing greater levels of brand engagement?  How are they taking control of the buyer journey?  Don’t miss out on this inside take on what lies ahead!

Nik Werk
Research Director, B2B International Gyro
1:00pm
- 1:40pm
Luncheon

1:40pm
- 2:20pm

B2H: A HUMAN-CENTERED CREATIVE APPROACH TO BRANDED CONTENT

With a Business to Human mindset, a brand can shift from churning out repetitive customer testimonials to creating Brand Documentaries that tell a larger story. By celebrating people and achievement rather than focusing on speeds and feeds, we can make content that is relatable and unique to the brand and its products, driving engagement and adoption.

Chris Weldon, partner at Bonfire Labs, a San Francisco creative studio, and Tom Magrino, Senior Manager of Brand and Creative at Salesforce.org will demonstrate how one brand has adopted techniques from documentary film and applied a Business to Human mindset. Telling your brand story through these human-centered approaches is a combination of vision, discovery, curation, and transformation and creates a series of authentic human stories across multiple customer touch points that drive lasting engagement. 

Chris Weldon
Partner, Head of Strategy and Creative Bonfire Labs
Tom Magrino
Senior Manager, Content Marketing Salesforce
2:20pm
- 3:00pm

REINVISIONING A BRAND AND A PLATFORM WITHOUT LOSING THE PLOT

Even in a B2B context, brand still has a big role to play in demand/performance marketing. Learn how Mailchimp refreshed their brand identity to better serve their ever-evolving product offering and underlying business.

Palmer Houchins
Senior Marketing Manager Mailchimp
3:00pm Closing Remarks


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.