Business-to-Business

BREAKFAST (9:00 – 9:15AM)
INTRODUCTIONS (9:15 – 9:30AM)


I. THE FUTURE OF BUSINESS IS COGNITIVE (9:30 – 10:15AM)
Data is the key to personalized customer experiences. But 80 percent of data today is unstructured – essentially invisible to computers and therefore of limited use to us. Cognitive technologies like IBM Watson can unlock the meaning hidden within that data, helping businesses gain a deeper understanding of individuals. Jon Iwata will share IBM's vision for the Cognitive Era and how it will transform how we understand and engage individual customers.

Speaker:
Jon Iwata, Senior Vice President, Marketing and Communications – IBM Corporation

II. TOUR IBM STUDIO (10:15 – 10:45AM)

III. PURPOSE DRIVEN CONTENT STRATEGY FOR BRAND TRANSFORMATION DISCUSSION (10:45 – 11:30AM)
How do you turn around a 100-year-old brand? To answer that question, Deluxe, a B2B services company, invested in rich, authentic content, earning increased brand awareness. Through an original documentary and photo essay series, Deluxe ignited a "small business revolution" utilizing social and purpose-driven content to tell the story of how important small businesses are in the U.S. In this presentation, Deluxe Corporation will share the modern marketing approach that set them on a trajectory to not only raise brand awareness, but create a movement.

Speaker:
Amanda Brinkman, Chief Brand and Communications Officer – Deluxe Corporation

LUNCH (11:30AM – 12:30PM)


IV. MEMBER ROUNDTABLE DISCUSSION (THE VALUE AND USE OF MARKETING TOOL KITS) (12:30 – 1:15PM)
The ANA Marketing Knowledge Center’s Tools & Templates can be incredibly helpful. Learn how your peers are using ANA’s customizable tools to expand their marketing know-how and complete marketing projects effectively and efficiently. Eileen Mastrio from MassMutual will kick start the discussion by sharing how she used the ANA’s buyer persona template and content mapping templates to communicate complex customer research to her team.

Speakers:
Eileen Mastrio, Assistant Vice President, Brand Marketing & National Advertising – MassMutual Financial Group
Jesse Feldman, Senior Manager of Content Strategy & Partnerships – ANA

V. EMAIL RESURGING AS IMPACTFUL B2B MARKETING TOOL (1:15 – 2:00PM)
Many have long predicted the death of email marketing, but the data shows quite the contrary. In fact, according to recent studies, marketers consistently rank email as the single most effective tactic for awareness, acquisition, conversion and retention. The primary reason – mobile. In the first quarter of 2015, 67% of all U.S. email opens occurred on a mobile device, which is why many are calling mobile the “new inbox” because it’s an inbox that’s always on. This presentation will delve into the best practices you can employ to elevate your email marketing efforts, including the importance of triggered email, personalization, remarketing, and other industry best practices of leading email marketers.

Speaker:
Adam Holden-Bache, Director, Business Development – Striata