This meeting is exclusive to client-side ANA members only. They can attend the 2024 Masters of Marketing Conference FOR FREE.

Agenda

8:00–8:30 a.m.: Breakfast

8:30–9:10 a.m.: Maximizing Your Agency Partnership: How to Ensure Your B2B Agency Is Working to Its Full Potential

How can you improve your agency partnership and ensure you're getting the most out of your collaboration? As the challenges and technology around B2B marketing continues to evolve, is it better to go with:

• a pure play B2B agency,
• a boutique,
• one of the larger holding companies moving into the B2B space, or
• in house?

In this panel discussion, we dive deep into the unique advantages of working with each of the above and provide you with the tools to evaluate their performance.

9:10–9:50 a.m.: Data Insights That Transform Sales and Marketing Alignment

As budgets continue to be tightened and more demands are placed on marketing to produce tangible ROI, the synergy between sales and marketing is more critical than ever. This panel discussion, leading marketers delve into the role that data plays in bridging these two essential functions. You will learn:

• how enhance collaboration and streamline communication to uncover and leverage data insights,
• best practices for aligning data measurement and analysis with common business objectives, and
• how to adapt your approach to evolving data needs and use these insights to solve problems, create new opportunities, and help you reach your goals.

9:50–10:10 a.m.: Break

10:10–11:20 a.m.: B2B Master Class: Personalization at Scale

As B2B buyers' expectations increasingly mirror those of consumers, they now anticipate personalized experiences at every touchpoint. Yet, many companies struggle to implement effective personalization strategies, leading to wasted resources and missed opportunities. How can organizations rise to the challenge and deliver tailored, delightful experiences consistently?

In this workshop, we delve into the secrets of successful personalization. Guided by Harvard Business School's David Edelman, we will explore the core strategies to transform buyer interactions. Learn how leading companies are leveraging AI and innovative processes to fine-tune every customer engagement and exceed expectations.

11:20 a.m.–12:00 p.m.: Building Your B2B Dream Team

The Global CMO Growth Council continues its commitment to B2B marketing with a dedicated Working Team devoted to the specific needs of CMOs in this industry. The mission of this group is to identify the unique challenges and opportunities for driving real growth among B2B-driven organizations and provide solutions and resources that will help all CMOs succeed.

In this session, you’ll learn about one of its key mandates: to develop B2B-specific talent and set expectations for future talent in the B2B marketing function. The goal is to reduce the talent gap that B2B marketing organizations are faced with given the specific skill sets required and where brand allure can be more challenging.

Speakers

Toni Clayton-Hine is responsible for defining and implementing a strategic marketing vision across industry sectors, geographies, and service lines to drive revenue, relationships, and reputation as chief marketing officer for EY Americas. This includes creating and executing an integrated marketing strategy that encompasses branding, media, experiential, and digital marketing. Previously, Ms. Clayton-Hine was the SVP and CMO of Xerox, responsible for creating a holistic strategy, from brand to demand, to deliver profitable growth in untapped B2B and B2B2C market segments. She has helped companies of all sizes create revenue streams from new markets, new offerings, and new channels of distribution by combining creative ideas with data and analytics to unlock opportunities in highly competitive markets. 

Kim McNeil-Downs, a 2021 B2 Award Winner, has more than 30 years of experience working with and leading brand, marketing, communications, and creative teams. In her current role as the U.S. Marketing Excellence Leader for Deloitte, Ms. McNeil-Downs emphasizes the use of data and insights to guide her team's strategies. Her leadership style prioritizes creativity, enthusiasm, and effective teamwork, all aimed at generating excellent results that propel business growth.

Aaron Smith leads global marketing for the technology, media, and telecommunications (TMT) sector as the director of marketing at KPMG U.S., where he’s responsible for developing and implementing global marketing and sales enablement programs, including branding, thought leadership, and other go-to-market initiatives. Previously, Mr. Smith led marketing for the health care, consumer, and supply chain segments in the U.S. and Asia Pacific at Spencer Stuart. He earned an M.B.A from the Kellogg School of Management at Northwestern University and dual bachelor degrees in strategic communication and Spanish from the University of Kansas.

David Edelman is a sought-after advisor on digital transformation and marketing and is author of the upcoming book Personalized: Customer Strategy in the Age of AI. As CMO at Aetna, he guided the company (now part of CVS Health) through becoming a digitally-oriented, customer-centric brand. He has been repeatedly recognized by Forbes as one of the “Most Influential CMOs in the World,” and by AdWeek as one of the “Top 20 Marketing and Technology Executives.” Currently, Mr. Edelman teaches marketing at Harvard Business School as a senior lecturer of business administration and advises CEOs and CXOs in health and marketing services, focusing on AI and personalization.