B2B Committee: What Does B2B Mean Today?

This event is over.

B2B Committee: What Does B2B Mean Today?

Get the latest on B2B Marketing
Learn from our speakers and experts
Network with your peers
Dive into key issues and surface actionable solutions

Networking and Equator Coffee

11:00 am

Introductions: The Power of Purpose

Jim Lesser, President and CEO of BBDO San Francisco and Board Chair of 826 Valencia will open the day by talking about Purpose Marketing and how brands can connect with their communities in authentic ways.

Jim Lesser
President and CEO
BBDO San Francisco

The Purposeful Power of Ideas with Value

Across the B2B world, the purpose bandwagon gathers momentum. As it does, many brands toe a fine line between authenticity and cynicism. At this session, Tom Stein and Reuben, respectively Chairman/Chief Client Officer and Chief Creative Officer of global B2B agency Stein IAS, share how brands’ purpose and commercial objectives come together through the development of ‘Ideas with Value' — big, long ideas that express both the values of an organization and the value that organization brings to all of its audiences.

Tom Stein
Chief Client Officer
Stein IAS

Reuben Webb
Chief Creative Officer
Stein IAS

2019 B2B and Brand Purpose Study

The ANA, in partnership with Harris and the agency Carol Cone on Purpose, has fielded a first-of-its kind study on the state of B2B purpose to better understand the value and outcomes of purpose on businesses and the industry; how purpose attracts talent and drives customer engagement, brand differentiation, and sales and market share; and what’s next in B2B purpose. Join us for a preview of our preliminary findings as we share the latest insights into opportunities facing B2B leaders.

Ken Beaulieu
EVP
ANA

Sonia David
Director, Business Marketing
ANA

Networking Lunch

12:45 pm - 1:30 pm

Roundtable Discussion

Join the ANA’s newest community housed right here in San Francisco, our largest region of B2B marketers. You'll gain invaluable insight into the makeup of this market and learn what matters most to other marketers like you, as we dive deeper into the launch of our ANA West Coast B2B Committee and the 2020 ANA Masters of B2B Marketing Conference.

Kellie Krug
ANA Business Marketing West Coast Committee Chair
EVP Head of Global Wholesale/Enterprise Marketing
Wells Fargo

Your next job won’t look like your current one—what you need to know now to grow

Outstanding leaders drive business performance and the trends shaping that growth are constantly evolving. Learn the top four skills and strategies senior marketers seek today, and how you can apply them to your current role and beyond.

Tom Seclow
North American Marketing Officer Practice Leader
Spencer Stuart

Defining the B2H POV

Google, Facebook, Salesforce, and Airbnb all leverage B2H by first considering the human beings on any side of a transaction, at every stage of their journey. Learn how a B2H model engages multiple audiences successfully through a multichannel strategy and discover the advantages of approaching content creation from a brand documentary point of view—with video taking the lead.