2018 Masters of B2B Marketing

Session 1: DRIVING MEASURABLE GROWTH & VALUE CREATION THROUGH IMPROVED MARKETING & SALES INTEGRATION

This discussion will highlight 5 steps to help you to improve your alignment and integration with Sales and Business leaders. It is designed to provide a practical framework (with examples) that will help you increase measurable value creation and marketing relevance within your organization.

John Petralia

Managing Partner Catalytik Partners

Session 2: TRANSPARENCY, SPEED, GROWTH: TRANSFORMING DATA AND ANALYTICS INTO ROI AT SCALE

B2B marketing is entering a data-driven golden age, taking its central role as an engine of innovation within the business. But big challenges define our time.  How do we solve outstanding issues in data transparency, speed, and agility and how will that impact growth? In this session, discover how connected data, analytics and teams from across the customer journey (and around the globe) created the foundation for smarter decision making, data-driven creativity, and exceptional ROI at scale.  You will also hear firsthand about the path IBM has taken to their recent ANA Genius Award for Analytics, how Datorama and IBM work together to scale marketing ROI, and what you can bring back to your company right away to achieve similar results.

*Working Lunch Provided*

Akesh Bhalla

Global Leader, Data Strategy and Reporting IBM

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

Conference MC

Bill Tucker

Group Executive Vice President ANA

DRIVING PROFITABLE GROWTH AND B2B BRAND LEADERSHIP FOR COMCAST BUSINESS

Comcast Business is the fastest growing subsidiary of Comcast Corporation and offers crucial business tools to help organizations of all sizes. Denice Hasty leads B2B brand leadership and ensures profit growth across Comcast Business. Hear Denice’s insight into the strategies, challenges, and experiences driving marketing value in a fast growth environment.

Denice Hasty (@denicehasty)

Senior Vice President and Chief Marketing Officer Comcast Business

CISCO’S JOURNEY TO BECOMING A GLOBAL DIGITAL AND DATA DRIVEN B2B MARKETING ORGANIZATION

Cisco is in the midst of a multi year business transformation as the company becomes a data driven and digitally centric marketing organization. As VP of Digital Marketing,  Joseph Puthussery is a central driver of this tremendous fundamental change.  Joseph will discuss this transformational journey, including establishing a clear difference between transitions vs transformations, as well as highlighting the challenges, lessons learned and cutting edge data driven measurement approaches that assess performance at a global scale.

Joseph Puthussery

Vice President, Digital Marketing Cisco

REINVENTING AN ICONIC 114 YEAR OLD MUTUAL INSURANCE COMPANY BRAND

Sentry Insurance is one of the largest and most financially secure mutual insurance companies in the United States. With the help of Gyro, Stephanie Smith led the complete reinvention of this 114-year-old brand. Stephanie will talk about the trends that drove this transformation as well as the challenges and successes she has experienced along the way. 

Stephanie Smith

Vice President, Chief Marketing and Brand Officer Sentry Insurance

DRIVING MARKETING INNOVATION AND VALUE FOR STANLEY BLACK AND DECKER

Stanley Black and Decker is a leading global diversified industrial company specializing in tools and storage, security, and industrial products. Mike Simpson oversees marketing across the entire company worldwide. Mike’s experience includes the orchestration of marketing innovation and value across a highly diverse and complex portfolio of business.

Mike Simpson (@Mr_Mike_Simpson)

Chief Marketing Officer Stanley Black and Decker

The ANA B2B Hall of Fame is designed to pay tribute to B2B professionals from all sides of the industry who have made significant and lasting contributions throughout their careers while serving as B2B advocates and displaying a consistent spirit of innovation and professionalism. Criteria considered for induction include B2B marketers who have consistently:

• Elevated B2B marketing and moved the B2B industry forward
• Demonstrated outstanding personal and organizational leadership and achievement in their individual field
• Contributed to the future of B2B marketing by inspiring talent and championing development programs for the next generation.

Hall of Fame Inductee: Linda Boff

Chief Marketing Officer General Electric Company

The B2 Awards are back and bigger than ever for 2018. The ANA business-to-business prestigious award program recognizes and honors B2B marketers and B2B agencies who exhibit excellence in innovative global brand strategy, customer marketing strategy, integrated internal and external marketing communications strategy, e-business and/or new media strategy, and successful new product and service introductions. The B2 Awards Gala will celebrate and honor top awards such as Corporate Marketer of the Year (Large and Small), Agency of the Year (Large and Small), and Marketer of the Year.  Plus, a special performance by 15-year old vocal prodigy, Nicole Michelle, who’s currently working on her first full-length record titled Generation N, produced by Jeff Timmons of the multi-platinum vocal group 98 Degrees.

B2 Jury Chair and Awards Gala Host: Toni Clayton-Hine

Senior Vice President and Chief Marketing Officer Xerox

MQ TRIVIA- INDUSTRIAL B2B MARKETING TRIVIA

MQ Trivia – B2B marketing’s own live trivia game show is making a special appearance at Masters of B2B Marketing! Based on HQ Trivia, the app taking the world by storm, MQ Trivia will test your knowledge of trends in industrial B2B marketing, based on IEEE GlobalSpec Media Solution’s own research. Can you outlast your peers and correctly answer all 12 questions?  

Amber Cooleen

Director, Marketing IEEE GlobalSpec Media Solutions

CONDUENT: BUILDING A NEW BRAND AND COMPANY POST XEROX DIVESTITURE

At the start of 2017, Xerox officially divested its business services division to form Conduent. Vice President, Marketing at Conduent, Tracy Yelencsics, works to strengthen the bond between marketing and sales for demand generation. Supporting this work is an ongoing effort to build a professional and disciplined marketing and communications function for the newly formed Conduent brand. Go behind the scenes of the world’s largest provider of diversified business process services with Tracy’s top-level insight into marketing and building a new brand.

Tracy Yelencsics (@TYelencsics)

Vice President, Marketing Conduent

KINGSPAN + MOWER

Savvy B2B marketers know that tying marketing efforts to business goals is the ticket to better decisions and stronger results. As a matter of fact, studies have shown that marketers who link marketing metrics to business results are 3X more likely to hit revenue goals than those who don’t.

The problem is this: Although marketers want effective results, many find themselves faced with barriers to aligning marketing and measurement. A large majority of marketers (61%) struggle to access or integrate the data they need, 22% don’t have the tools or technology they need, and 26% struggle to get buy-in and support from executives.

Join this session to hear firsthand about the path that Kingspan – a European super-brand and global manufacturer of high performance insulation and building products – took to effectively scale barriers to effective measurement while launching an unfamiliar brand in the U.S. market. You will hear how Kingspan worked with Mower’s analytics team to implement an executive-friendly measurement framework that defined CFO-friendly KPIs upfront, while using data to predict and achieve positive ROI. You’ll leave with a sample measurement framework (a Success Plan) you can take back to your company to achieve similar results.

Suzanne Diaz (@KingspanIns_US)

Marketing Manager, North America Kingspan Insulation

THE NATION’S LONGEST RUNNING BANK BNY MELLON BRINGS BACK ITS FOUNDER ALEXANDER HAMILTON TO DRIVE BUS

Aniko DeLaney is the Global Head of Corporate Marketing for BNY Mellon, which had $33.3 trillion in assets under custody and/or administration, and $1.9 trillion in assets under management as of December 31, 2017. Aniko is responsible for BNY Mellon’s global corporate brand strategy, digital marketing, and market research. Aniko will share a compelling 360 degree cross-channel case study leveraging the BNY Mellon founder Alexander Hamilton. This work has been widely lauded as a breakthrough case demonstrating innovation and business results.

Aniko DeLaney

Global Head, Corporate Marketing BNY Mellon

HOW HUMAN HISTORY EXPLAINS THE FUTURE OF B2B MARKETING

The story of human progress — like marketing — has an attribution problem. In our session, Tomer Cohen, LinkedIn’s VP Of Product, will discuss the real story — and marketing lessons — behind human progress. This story informs the marketing products and services LinkedIn is building to accelerate professional success. It’s an epic story of past, present and future. And you’re at the center of it.

Tomer Cohen

Vice President, Product LinkedIn

TRANSFORMING EQUIPMENT DEPOT INTO A HUMAN AND EMOTIONALLY CONNECTED BRAND

Hue Du is a successful Sales and Marketing Executive with extensive automotive and material handling industry experience. She is the head of brand and marketing for Equipment Depot, America’s largest independent material handling and rental business. Hue will share her experience in transforming a low-interest, unassuming brand into a more sophisticated, emotionally-driven brand that now stands out in the marketplace.

Hue Du

Vice President, Marketing and Communications Equipment Depot

USING EVENT MARKETING TO ACTIVATE A PASSIONATE CUSTOMER BASE

Since its inception in 2003, Tableau Software has both enjoyed and been challenged by enormous growth – most tangibly evidenced by the transformation of its flagship event from a few hundred users getting together to talk shop, to a 15k+ attendee Data Analytics conference. This candid talk will peak behind the scenes at a company balancing a start-up mindset while building relationships with global enterprise customers, and how Tableau and GES have collaborated to make Tableau Conference one of the most fun and high-value tickets in the industry.

Amy Barone

Senior Director, Events and Customer Engagement Programs Tableau

THE STARS AND “STORY BEHIND THE STORY” OF XEROX’S PROJECT: SET THE PAGE FREE

Hear the “Why” the “What” and the “So What” of this innovative omnichannel marketing initiative that is all about content, communication and creativity. It is told through the lens of   14 world renown authors and artists who collaborated to create a tale of the modern workplace, filled  with passion, suspense and paperclips  –  and all made possible by Xerox.

Barbara Basney (@bbasney)

Vice President Global Brand, Advertising and Media Xerox Corporation

UNCORNERED-SOLVING GANG VIOLENCE, BUILDING A BRAND, AND MARKETING LESSONS FROM THE NONPROFIT WORLD

You might wonder why a B2B Agency took on the marketing challenges of a nonprofit committed to ending the systemic gang violence wracking our cities. It’s not as big a stretch as you would imagine. In fact, it had all the hallmarks of a classic business marketing challenge. Uncornered – an initiative to get gang members to choose college over the street corner – is about changing attitudes about a population that most people are quick to write off. It’s a marketing story about upending assumptions and reframing conversations. It’s a complex, high-ticket sale to a sophisticated audience. All familiar trademarks to B2B marketers.  

The speakers will share the Uncornered campaign, a truly integrated campaign with video, online, experiences, events, and press. Uncornered has gained national media attention in outlets such as The Atlantic’s CityLab, the New York Times, and the Washington Post.

Mark Culliton (@CollegeBoundDot)

Chief Executive Officer College Bound Dorchester

THE RISE, FALL AND RISE OF MARKETING TECHNOLOGY

Recent Gartner research shows that marketing technology is on average consuming 22% of enterprise marketers’ budgets — on par with media, people and services. Yet, a 2017 study revealed that only 15% of marketers believe they are among the “most successful marketers” who are using modern martech effectively. Why are so many marketers still struggling to realize martech’s potential at a level that’s commensurate with their investment? As they struggle, are they falling behind in preparedness for the next major movement forward: the adoption of AI and other imminently emerging technologies; as well as the renaissance in iconic creativity in the form ideas and experiences that deliver emotional impact along the buyer journey? At this session, Matt Preschern, SVP of Performance Marketing at CA Technology, Tom Stein, chairman of global B2B agency Stein IAS, and Marc Keating, Stein IAS's Chief Innovation Officer, will lay out the path forward for marketers seeking to master Modern Marketing and step ahead into B2B marketing’s Post-Modern age.

Matt Preschern (@MattPreschern)

Senior Vice President, Global Demand and Performance Marketing CA Technologies

ENERGY EFFICIENCY IN GOLF: THE PARTNERSHIP OF CONSTELLATION AND THE PGA

As the Vice President of Marketing and Corporate Sponsorships for Constellation, Kristina Gregory drives the overall strategic direction for Constellation’s branding and communications efforts. She is responsible for the development and implementation of marketing initiatives for the company’s sponsorship activations, including the PGA of America. Kristina will speak to the valuable partnership that Constellation has established with the PGA of America to show leadership in sustainability and environmental awareness across the industry and among golf fans. Kristina will present a case study on sponsorship activation that showcases how Constellation leverages this partnership to target golf courses to help reduce their overall environmental impact with Constellation’s energy efficiency solutions while supporting the PGA of America in the creation and promotion of their first ever social responsibility report. Kristina will discuss the innovative and customizable B2B and B2C messaging tactics her team employs such as consumer education programs and engaging digital media campaigns.

Kristina Gregory (@ConstellationEG)

Vice President, Marketing and Corporate Sponsorships Constellation

COMMUNITIES CONNECTED: INSPIRING SMALL BUSINESS SUCCESS IN A MOBILE-FIRST WORLD

Local business owners around the world are looking to connect with one another to share ideas, best practices, jobs and new growth opportunities. To help navigate the rapid technological evolution and bring communities closer together, Facebook is supporting small businesses in cities across the globe by providing skills training, education, and marketing advice. Join Michelle Klein, Marketing Director, North America, Facebook, to hear more about the company’s focus on inspiring businesses for success in a mobile-first world.

Michelle Klein (@mklein_NYC)

Marketing Director, North America, Global Business Marketing Facebook

USING CONVERSATIONAL AI BOTS TO BRIDGE THE MARKETING-SALES DIVIDE

2018 has seen a number of technology innovations in B2B marketing, but arguably one of the most interesting is artificial intelligence, AI. Conversica is the leader in conversational AI for business and the only provider of AI-driven lead engagement software for marketing and sales organizations. Used by more than 1,200 companies worldwide, Conversica’s sales assistants are built on a proven AI platform integrating natural language processing, natural language generation, and machine learning capabilities.

How can AI help marketing and sales? Conversica may just have the answer in their presentation about using conversational AI bots to bridge the marketing-sales divide. In the next session, you will learn how solutions in the fast-developing conversational AI market are empowering brands to deliver amazing yet automated two-way conversations at scale, strengthen the marketing-sales relationship and drive more revenue with less effort.

Alda Quintanilla

Conversational AI Expert Conversica

ANA'S BUSINESS MARKETING CHICAGO CHAPTER PANEL

A provocative B2B Marketing panel discussion hosted by Andrew Miller, Vice President, Global Corporate Marketing at Aon, of the ANA’s Business Marketing Chicago Chapter. The panel will cover two topics: Brand: lessons learned on how to be relevant and different when launching new brands or amplifying existing ones and Empowering women in B2B marketing – what was important (or inhibiting) in your journey to the CMO role?  What is your approach in coaching others?  The panel will include:

Moderator: Eric Leininger

Clinical Professor, Executive Education Kellogg School of Management