How to Leverage the Power of Content - B2B Committee Meeting (In-Person and Virtual)

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LIVE FROM NEW YORK: IT'S THE FIRST IN PERSON ANA COMMITTEE MEETING IN ALMOST 3 YEARS!

Join us for our first in-person committee meeting in three years. We'll share insightful presentations on B2B content direct from our B2 Award winners and you'll get to network with peers.

The meeting will be held at the iconic 30 Rock building, which is the home of NBC Studios – so the lobby and entrance alone are very exciting, historical, and impressive. You are also welcome to visit the NBC Studio Store or any of the shops in 30 Rock’s lobby or rink level.

New York City law requires all occupants to be vaccinated against COVID-19 to enter the building. Proof of vaccination is required and must be shown in the form of a paper vaccination card or digital record.

AGENDA:

I. Networking Breakfast: 9:00 am - 9:30 am ET

II. Opening Remarks from the ANA: 9:30 am - 9:35 am ET

III. ANA Awards Live! Part 1 - Content that Starts a Dialogue: 9:35 am - 10:05 am ET

These days, content has to get to the heart of the matter. In this powerful case study, you’ll hear from the team at Deloitte, as they share the vision and message behind "Uncensored: Stories of Black Professionals at Deloitte" which won in the Brand Purpose category. Starting with in-depth interviews, Deloitte brought to life the stories and experiences of more than a dozen Black professionals and launched ongoing meaningful conversations among employees. You’ll be inspired and empowered after this session.

Presented by:

Michael Calienes
Creative Director/ Copywriter l Sr. Manager
Deloitte, Green Dot Agency

Nicholas Clifton
Advisory Manager
Deloitte

Whitney Garcia
Senior Manager, Marketing Program Management, Talent & DEI
Deloitte

IV. From B2B to B2ME - Harnessing Data to Challenge B2B Marketing Orthodoxy: 10:05 am - 10:35 am ET

As the complexion of Business Decision Makers (BDMs) evolves it’s important to engage them with:

Relevant messaging wherever they consume content
Endemic business content
Aligning with consumer passion points/interests outside of business content
Leveraging data to reach key BDMs across all platforms and all content genres (content-agnostic approach)

Presented by:

Yusuf Chuku
EVP, Client Strategy & Insights, Advertising and Partnerships
NBCUniversal

Nick Illobre
SVP, Enterprise Data Product Strategy and Business Dev.
NBCUniversal

V. Coffee Break: 10:35 am - 10:55 am ET

VI. ANA Awards Live! Part 2 - Elevating Engagement through Content: 10:55 am - 11:25 am ET

Hear from Dan Cappello, VP, Content Strategy Lead, on Valley Bank’s winning case study in the ANA In-House Excellence Awards. Valley Bank was looking for a way to improve internal communications and create something different to engage their team. To open the lines of communication, they launched The Valley Podcast – a podcast created by associates, for associates. Dan will share how through the podcasts, they are able to dig deeper on content and topics and create a forum for everyone to participate.

Presented by:

Dan Cappello
VP, Content Strategy Lead
Valley Bank

VII. What Content Marketers Can Learn From TV Writers: 11:25 am - 11:55 am ET
There's no secret that within the B2B Marketing arena a brand's personality is valued more than ever. As B2B content creation shifts from providing empirical data and features to storytelling, marketing needs compelling narratives that occur frequently and consistently.

In this fireside chat, we sit down with someone who tells stories that engage millions of viewers every week. Jeff Wright, a writer behind the popular Late Night with Seth Meyers show will walk us through the process of crafting memorable narratives and scenes.