2019 ANA Masters of B2B Marketing Conference

HOW LAND O’ LAKES BUILDS A MODERN MARKETECTURE: LEVERAGING DATA FROM FARMER TO FORK

Land O' Lakes Inc. is one of America's premier agribusiness and food companies with a mission to feed human progress. Driven by insights and innovation, the company leverages data from farmer to fork to power its businesses. This requires an alignment of people, process and technology to understand the impact of its marketing and fuel growth.

Hear directly from Land O’ Lakes for insights into the organization’s performance marketing journey. You’ll learn about:
* How Land O’ Lakes aligns people, process and technology to scale analytics
* How the company measures marketing performance
* Use cases where Land O’ Lakes uses real-time data for campaign optimization and activation

Julie Norman

Senior Product Marketing Manager Datorama, A Salesforce Company

SALES ENABLEMENT SUCCESS

In today’s hyper competitive marketplace, streamlining sales enablement is key differentiator for driving growth as it empowers sales teams with strategic resources needed to excel, from tech tools to content creation and management. In today’s all-digital all-the-time world, being buyer focused creates opportunity for sellers to engage effectively across the customer experience.

Eric Andrews

Vice President, Demand Operations, Cloud Infrastructure Group Oracle

OPENING REMARKS

Bob Liodice

CEO ANA

TURNING PURPOSE INTO ACTION WITH EXPERIENCE MANAGEMENT

SAP is the world’s leading business software company, with a mission and vision to help the world run better and improve people’s lives through technology. As CMO, Alicia Tillman leads SAP’s global marketing efforts and is a key influencer on topics related to Experience Management (XM) and purpose-driven brands. In this session, she will explore the evolution of brand value as companies are being increasingly judged on the quality of the experiences they provide. Alicia will also highlight how companies are making a difference in the world, and how this enables leading brands to transform, win and keep customers in today’s experience-obsessed economy.

Alicia Tillman (@aliciatillman)

Chief Marketing Officer SAP

GARY VEE ON B2B

Founder and chairman of VaynerX, a media and communications holding company and CEO of VaynerMedia, Gary Vaynerchuk is renowned among digital marketing circles around the world. He believes that B2B firms need to market themselves differently than consumer-oriented firms and that in the future, every business will have to act like media. Get energized with Gary and hear his unique perspective on engaging your customers so that your business can grow.

Gary Vaynerchuk (@garyvee)

CEO VaynerMedia

CO-CREATING SUCCESS: HOW ONE B2B MARKETER DRIVES GROWTH WITH ENTREPRENEURS

The explosion of the gig economy continues unabated as more first-time entrepreneurs are turning their part-time side hustles into a full-time reality. In fact, small business creating two of every three jobs in U.S., making it big business for B2B marketers.

Hiscox, a leading specialist insurance company, has been helping small business owners chart their own course. Together with their lead agency partner, gyro, hear from Hiscox EVP & CMO, Russ Findlay, about how they have used their strong brand positioning as the business insurance experts and thought leaders to help 21st century entrepreneurs. The pair will also share insights from their content marketing program to illustrate the clear economic and emotional business case for taking a highly creative approach to B2B brand building – where decision-makers have the unique ability to connect the business agenda, challenges, and essence to a higher purpose. 

Christoph Becker (@gyro)

Chief Executive Officer and Chief Creative Officer gyro

MARKETING 5G FOR BUSINESS

Just as the airplane fundamentally changed the traveling experience and set off a chain reaction of innovation, so too does 5G promise to alter the nature of our digital experience. From leisure to health care to retail to manufacturing to finance and beyond, 5G can be seen as a possible enabler of radically new ways to do business.

Mo Katibeh, AT&T Business Chief Marketing Officer shares an evolved B2B marketing approach that AT&T deployed to help business leaders understand the promise of 5G and, more importantly, what it means for their particular business. He also discusses what 5G could mean for the transformation of business operations, products, marketing and brands in a 5G-world.

Mo Katibeh (@ATTBusiness)

Chief Marketing Officer AT&T Business

WHAT B2B BUYERS REALLY CARE ABOUT

We often think of the world of B2B decision making as being very rational. It's all about price, service levels, warranties, etcetera. However, Bain & Company’s research shows that's entirely not true: while most B2B companies focus their energy on functional elements, there's also a lot of emotion involved in B2B decision making.  Elements of Value, based on Maslow’s Hierarchy of Needs, helps companies address the broader challenge of these intangibles and acts as a compass when deciding where to add value to their propositions – whether it’s ease of doing business value (productivity, access, relationships), individual value (reduced anxiety, network expansion, growth and development) or inspirational value (social responsibility, vision).  Jamie will talk about how organizations can decide what elements matter most to them and their customers, and how to put these elements to work by following five key steps.  Attendees will come away from the session with a better understanding of:

• What the Elements of Value are for B2B
• How they can use the Elements of Value to better meet customer needs and differentiate in the market

Jamie Cleghorn (@BainAlerts)

Partner Bain & Company

Your ticket includes: welcome speech, three-course dinner, awards ceremony, and networking. 

B2B Hall of Fame Induction

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.

Inductees to be announced.

B2 Awards

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, digital strategy, and successful new product and service launches. The B2 Awards Gala will celebrate and honor top awards such as Corporate Marketer of the Year, Agency of the Year, and Individual Marketer of the Year. Your ticket includes: welcome speech, three-course dinner, awards ceremony, and networking.

B2 Jury Chair and Awards Gala Host:

THE DOCTOR IS IN: TAKING THE PULSE OF B2B MARKETING

Join IEEE GlobalSpec as we take a deep dive into the health of today’s B2B marketing landscape. This interactive presentation will collect data from YOU and your peers to see how you stack up. You’ll leave with concrete steps that you can take today to improve the health and success of your marketing program.            

Amber Cooleen

Director, Marketing IEEE GlobalSpec

WELCOME REMARKS

Bill Tucker

Group Executive Vice President ANA

MASTERING B2B MARKETING IN A DIGITAL AGE

Digital disruption is transforming companies and industries everywhere you look, and B2B firms are not exempt. In this information and strategy-packed session, get ready to learn:

• How B2B companies are embracing digital transformation, relying on the 3 P’s (people, processes and partners);
• Where digital ad spending is trending in the B2B space;
• Why B2Bs are using retention, loyalty and advocacy strategies to grow their customer base;
• How marketing attribution and data management have become vital skills for B2B firms to adopt;
• How B2Bs can use content marketing to grow their brands and drive business results. 

Geoff Ramsey (@geofframsey)

Co-Founder, Chief Content Officer eMarketer

DIGGING IN WITH BRAND PURPOSE AND GROWTH AT CATERPILLAR

For almost 100 years, Caterpillar has been helping its customers make meaningful and lasting progress possible, and driving positive change around the globe. Last year, Caterpillar’s Global Marketing and Brand Director, Victoria Morrissey, led the reinvigoration of the iconic brand — taking this complex manufacturer to market with a powerful new purpose, vision, and voice. Victoria will talk about the intersection of science and story, the power of emotion, especially in the B2B space, and why you have to find the forest before you can evaluate the trees.

Victoria Morrissey

Global Marketing and Brand Director Caterpillar

NETWORKS AND NARRATIVES: AUTHENTIC STORYTELLING IN THE DIGITAL AGE

In today's digital world where networks reign supreme, effective storytelling becomes the connective tissue that brings us together. Consistently rated one of the most valued brand in the world, American Express has been deep into storytelling. David Rabkin, Executive Vice President and Head of Global Marketing for American Express' Global Commercial Services division will discuss his perspective on how digital storytelling takes place in a world made up of networks, and the implications of living in a time where being connected is everything.

David Rabkin

EVP & General Manager, U.S. Small & Mid-sized Enterprises (U.S. SME) American Express

THE EVOLVING NATURE OF B2B CREATIVITY IN A DIGITALLY TRANSFORMED WORLD

Like most other aspects of B2B marketing, the nature and role of creativity is evolving, too. For starters, it has never been easy to fight for the creative moments that turn campaigns from good to great. And it’s not getting easier given the complexities of digital marketing transformation… unless you see the creative landscape very differently. At this session, Reuben Webb, Chief Creative Officer at global B2B agency Stein IAS, will reveal the new rules of creative excellence: how big ideas also need to be long ideas; how content and experience powered by technology are today’s creative canvas; how courage and persistence are as important as the ideas themselves. Reuben will be joined by Kathy Seegebrecht, CMO of UL, who’ll together share the role of creativity in securing the future of this iconic, 125-year-old B2B brand.

Reuben Webb

Chief Creative Officer Stein IAS

REPOSITIONING AN ICONIC GLOBAL BRAND FOR ITS SECOND CENTURY OF GROWTH

Following its centennial in 2016, Boeing is on a path of transforming itself and pursuing aggressive growth goals in established as well as new market spaces.  Jerry and his team are charged with positioning this iconic global brand - keeping it relevant, relatable and human, with a sharp focus on the future.  He will take you through the challenges they faced with simplifying this message while adapting to market dynamics and strategic business priorities.  Get an inside look into the journey of how they arrived at their new brand platform, which needs to scale across a complex matrix of audiences and geographies.

Jerry Verghese (@jerryjverghese)

Vice President, Global Brand Management Boeing

CHANGING DIRECTION: PUTTING THOUGHT LEADERSHIP AT THE FOREFRONT

Forging a new partnership, GES Events and Kyriba executed the 2019 Kyriba Live Treasury & Finance Summit, providing attendees with education, training, and networking abilities and generating new leads for Kyriba. The successful pairing produced an exciting new event, changing the direction from a purely customer-focused conference to a thought leadership experience.

During this luncheon, our moderated panel will discuss topics including:

• How strategy drove the change in direction
• Why Kyriba invested in an events agency partnership
• Challenges of shifting the focus to a broader event
• Initiatives which drove attendee growth & supported business objectives
• Long-term goals of the annual summit

Renée Mancino

Director, Client Engagement GES Events

ACHIEVING BRAND TO DEMAND BALANCE TO UNLOCK BUSINESS GROWTH

To drive sustainable business growth, B2B marketers need to create demand as well as harvest it. 

In this world of infinite choice and fragmenting channels, it’s easy to get lost in short term tactics and the chase of shiny new objects. Yet getting the balance between brand and demand right and building a growth engine for the long term may be the most important strategic objective of the B2B CMO. 

In his presentation, Penry Price, who leads LinkedIn’s Marketing Solutions Business globally, will share unique research into the interplay of brand and demand in B2B and provide practical examples of how marketers can master the art and science of building for long-term future success while also scoring big wins in the here and now.

Penry Price

Vice President, Marketing Solutions LinkedIn

WELLS FARGO’S B2B MARKETING JOURNEY

Executive Vice President, Head of Integrated Marketing, Michael Lacorazza will share perspective on the company’s journey in building a robust B2B marketing capability. While the company’s consumer brand building efforts have broader visibility, Lacorazza will offer transparent comments on the company’s B2B marketing evolution in helping the business connect dots, representing the voice of the customer, and sharing insight for marketers to consider in developing their personal leadership capability. As co-chair of AIMM (the ANA’s Alliance for Inclusive and Multicultural Marketing), Lacorazza will also underscore the importance of factoring diversity and inclusion as an essential aspect of successful marketing efforts.

Michael Lacorazza

Executive Vice President, Head of Integrated Marketing Wells Fargo

THE FUTURE OF WORK

Google’s scenarios suggest that by 2030, 75 million to 375 million workers (3 to 14 percent of the global workforce) will need to switch occupational categories and 40% of Fortune 500 companies will not exist in 20 years. With monumental shifts in the way businesses operationalize as well as how employees work, we are examining the shifts in the workplace when it comes to the actual workforce, ways people communicate through technology and advancements / shifts to roles because of technology.

Doug Novack

Managing Director, Business and Industrial Markets Google

FROM COMMODITY TO CRUSHING IT: CREATING BRAND PREFERENCE IN A SEEMINGLY MUNDANE CATEGORY

If you think you’re in a tough-to-differentiate category, try pipe. Charlotte Pipe & Foundry is the leading maker of cast iron and PVC pipe in the U.S. and faces tough competition, particularly from low-priced imports. Working together with Mower over many years, Charlotte Pipe has created true brand preference through its award-winning campaign, and proved that U.S.-made products can not only survive, but thrive.

Matt Ferguson

Executive Vice President, Managing Director Mower

HIGH-STAKES LEADERSHIP IN A POST-B2B WORLD

Every day there is a headline that brings companies, industries and even whole markets to their knees. Issues such as #MeToo, data security, gender equality and diversity can make or break a brand’s reputation. No matter where you are in the world, these types of events are unavoidable. We live in a high-stakes era and marketers must be prepared for anything at any time. We surveyed key stakeholders around the globe to get their thoughts on how this unpredictable environment is impacting brands and purchasing decisions.

Sahana Jayaraman

Global Head of Brand Strategy & Marketing Services Hotwire Global Communications

OPENING REMARKS

Bill Zengel

Vice President ANA

BALANCING THE HEAD WITH THE HEART, WHY MARKETING NEEDS DISRUPTION

Brimmer will discuss one of the most pressing issues we are facing as an industry -- the death of true creativity. How do you balance KPI’s, an overabundance of data and pressure for cost without strangling the very thing that makes marketing great -- pure creativity? Learn how to drive your brand forward with an authenticity that deeply connects with consumers at an emotional level that stirs desire.

Andrea Brimmer (@AndreaBrimmer)

Chief Marketing and PR Officer Ally Financial Inc

GO BOLD OR GO HOME: THE RISKS AND REWARDS OF BREAKTHROUGH WORK

The irony of today’s marketing landscape is that it’s harder than ever to break through, yet so many B2B marketers are playing it safe. Fear of controversy in a politicized and complex world, consensus decision making, or C-suite conservatism can weaken the creative resolve of any organization. But with even powerful ideas gone in a ‘snap’ or ‘insta’, being bold is table stakes for being noticed.

Led by ANA Business Marketing’s NYC chapter, this session boldly goes where B2B often does not: to campaigns that took risks and achieved great results. How did they go about it? How did those marketers evaluate and manage risk? How can agencies and in-house teams help sell breakthrough work and successfully launch it?  Featuring examples of marketers and agencies who’ve gone bold and lived to tell the tale, this session offers a preview of the conversation that will continue at the N.Y. Chapter’s provocative and popular annual Regional Conference in late September.

Allison Womack (@akwomack)

Chief Marketing Officer Enterprise Community Partners

CHOOSE TO ATTEND BREAKOUT SESSION 1A OR 1B

BREAKOUT 1A: MULTI-TOUCH ATTRIBUTION (MTA) - WHAT QUESTIONS SHOULD BRANDS BE ASKING?

With the rapid shift to digital purchasing, B2B CMOs are still challenged to bring together their analog and digital worlds with real intelligence. This panel will discuss and share actual examples of approaches to this hybrid attribution problem.

Rob Edelman

Digital Analytics & Strategy Leader IBM

BREAKOUT 1B: MARKETING AMID ORGANIZATIONAL TRANSFORMATION

When business models adapt to meet the new needs of customers, what is the impact on marketing? Customer needs evolve. Innovation disrupts tradition. Technology catalyzes competition. The bottom line is that change happens. And as businesses steer toward new destinations, marketing leaders are essential to plotting the course. How does a product become a service for solution? What is the new customer experience? How do mergers and acquisitions affect company culture and reputation?

Ian Gresham (@ilgresham)

Chief Digital Officer and former CMO Univar Solutions

CREATING POWERFUL CAMPAIGNS BY ADDRESSING THE MULTIPLE DIMENSIONS OF CLIENT NEED

Marketing has always been about understanding and then addressing client needs through products and services. This historically linear approach to matching client need with company solution is insufficient to address the rapidly evolving expectations of customers.  Justin Chatigny, Executive Director of Marketing at Grant Thornton, will discuss finding the optimal intersection of multi-dimensional client need with a company’s ability to deliver against it. He will share an example of Grant Thornton’s recent work that illustrates the impact of this approach.

Justin Chatigny (@jchatigny)

Executive Director of Marketing Grant Thornton LLP

SALES ENABLEMENT SUCCESS

In today’s hyper competitive marketplace, streamlining sales enablement is key differentiator for driving growth as it empowers sales teams with strategic resources needed to excel, from tech tools to content creation and management. In today’s all-digital all-the-time world, being buyer focused creates opportunity for sellers to engage effectively across the customer experience.

Eric Andrews

Vice President, Demand Operations, Cloud Infrastructure Group Oracle