IN-PERSON ONLY WORKSHOP: ACCOUNT BASED MARKETING - BEYOND THE BASICS

In-person attendees are encouraged to arrive early for content provided by Inverta. This extended workshop covers timely topics around the hottest discipline among B2B marketers: Account Based Marketing.

The workshop will focus on three key areas of next-generation ABM. First, we'll discuss the ABM continuum and what a blended, hybrid approach should look like at each company based on both reputation and growth goals. Second, we'll dig deeper into the ABM technology landscape with specific scenarios, and discuss the right combination of technology and tools for each. Finally, we'll talk about the best ways to measure ABM success based on the program. Each section will be supplemented with an interactive exercise, and finished with group discussion.

Jessica Fewless

Client Partner Inverta

COCKTAILS WITH CARGO PRESENTED BY THE CARGO AGENCY

CARGO BAR | A Toast to Small Business
Wednesday, July 21 | 6pm until sometime after that
Grand Canyon Ballroom | Marriott Hotel Desert Ridge | Phoenix, AZ

Here’s to the Small Business Owner! The world is back on, but across the continent, they never stopped. We’re welcoming some of Phoenix’s best makers to share their refreshing and delicious creations. 

Cargo is the Business-to-Small-Business Marketing® Agency. Our CEO, Toby Stansell, and CGO and Founder, Dan Gliatta are proud to invite you to Cargo Bar.

COUNTDOWN TO GENERAL SESSION

OPENING REMARKS

Bob Liodice

CEO ANA

WELCOME REMARKS

Peter Weinberg

Head of Development, B2B Institute LinkedIn

HOUSEKEEPING

Bill Zengel

Senior Vice President, Business Marketing ANA

TURNING THE TITANIC INTO A SPEEDBOAT: HOW JPMORGAN CHASE ADOPTED A START-UP MENTALITY TO DELIVER THE PAYCHECK PROTECTION PROGRAM IN EIGHT DAYS

As the Nation’s largest bank and a global brand, bureaucracy can sometimes get in the way of getting things done quickly.  Faced with the challenge of delivering the new Paycheck Protection Program (PPP) to more than 4 million   business customers during an unprecedented pandemic, JPMorgan Chase had to rewrite the playbook to get the much-needed funds into hands of business owners.

Marketing played a critical role in getting the program out the door and we’ll discuss the lessons learned from a leadership perspective, new processes adopted, and communications delivered to help Chase become the number one provider of Paycheck Protection Program loans. 

Brent Reinhard

CMO of Chase Business Banking JP Morgan Chase

HOW A SOFTWARE FIRM TAPPED INTO EMOTION TO RESHAPE B2B MARKETING

How does a brand stand out and capture attention and mindshare when your audience is already overwhelmed with marketing messages? How can brands connect with prospective customers when the buying process continues to grow in complexity and risk?

Brands for humans is not just the marketing hot topic of the moment, but rather a formula for how to relate to and capture the attention of your buyers. Hear from Ping Identity CMO Kevin Sellers how a relatively unknown software and SaaS company tapped into emotion to reshape its company image and become more relatable and recognized in the cyber security market.

In this fun and upbeat presentation, come learn how:

• B2B buyers are really just consumers with titles and how to leverage that knowledge to be a better B2B marketer
• How emotion and brand resonance is not just about vanity statistics but drives real demand and demand gen efficiency
• In the end, it really is all about the message

Kevin Sellers

CMO Ping Identity

ARE B2B MARKETERS READY TO BE GROWTH DRIVERS? THE DEBUT OF B2B’S FIRST-EVER GROWTH MARKETING MATURITY INDEX

During the pandemic and as we emerge from it, B2B marketers have stood up to all the challenges and demonstrated resilient strength and agility. So, are CMOs and their organizations now able to assume the mantle of growth drivers for their businesses, progressing from a more traditional role as sales enabler or in some cases growth enabler? At this session, the findings of a major Growth Marketing Maturity study completed by Stein IAS and The Effectiveness Partnership (TEP) will be revealed. Stein IAS Chairman Tom Stein and Chief Innovation Officer Marc Keating will be joined by TEP Strategic Partner Mark Stockdale to share findings for the very first time. At this session:

• See strengths, weaknesses and opportunities as revealed by enterprise marketers -- from core strategy to results planning to operations
• Discover the prioritized layers of the ‘growth stack’ – the critical capabilities that connect business strategy to growth realization
• Benchmark your own maturity as a growth driver vis a vis the maturity of your peers

Tom Stein

Chairman and CCO Stein IAS

WHY ADTECH AND MARTECH NEED TO COME TOGETHER TO CREATE LASTING CUSTOMER RELATIONSHIPS

In a business environment that is constantly changing, marketing leaders must be able to adapt their marketing strategies quickly to build and nurture lasting customer relationships. Join Ariel Kelman, CMO of Oracle, to learn more about why integrated Adtech and Martech stacks matter more than ever, how marketers successfully bridge the gap from the unknown to fully understand their customers and serve them best at any given moment.

Ariel Kelman

CMO Oracle

CUSTOMER VALUATION FINALLY COMES OF AGE

Marketers have been throwing around terms such as CLV, LTV, and a variety of other labels for several decades now. But besides a few notable applications it has been mostly “cheap talk” –  either an unfulfilled aspiration on the part of managers, or a "quick and dirty" analysis, lacking proper validation, that is used by a small group within the firm but fails to get traction across the organization. Fortunately, these frustrating days are ending: customer valuation is finally coming to the forefront and it is here to stay.  A variety of factors are driving this change, including better customer-level data (far more timely, complete, and accurate than ever before); better computing and IT skills (enabling a broader set of managers to build and use these models), and a stronger competitive imperative (as more firms shift from product- to customer-centric thinking).  In this talk we will discuss this important trend, its implications for executives, and cover a few recent examples of companies (both B2B and B2C) that have used customer valuation in surprising ways and with compelling results.

Peter Fader

Professor of Marketing, The Wharton School University of Pennsylvania

HOW B2B BRANDS GROW

What are the fundamental principles of brand growth in B2B marketing? Which marketing decisions lead to the best business outcomes? In this session, we will unveil new research from the B2B Institute and the Ehrenberg-Bass Institute that has the potential to revolutionize our understanding of how B2B brands grow. We will explain why “mental availability” is the most important metric in marketing, why “brand love” is a dangerous delusion and why marketers should focus on future cash flows. These are contrarian ideas, grounded in empirical research, that can give you a durable competitive advantage in B2B. 

Peter Weinberg

Head of Development, B2B Institute LinkedIn

5 B2B MARKETING DYNAMICS FOR BETTER BUSINESS OUTCOMES

As B2B buying evolves to become more digitally-driven and more decision-making becomes more democratized across organizations, B2B marketers must rethink their approach to engaging and influencing their customers.  To better understand the B2B landscape today, Bain and Google surveyed B2B Buyers, Sellers and Marketers and found 5 key dynamics key for winning marketers.  From qualified leads, the rise of influencers, the democratization of content and the misalignment of marketing and sales hear how you can take a future forward approach into 2021.

Michelle Bandler

Managing Director, Tech B2B Google

HOW A FORMER CHEF MASTERS THE COMPLEX ART OF SIMPLICITY IN MARKETING

What do cooking and marketing have in common? More than you think. In this session, Neil Siddons, CMO of GE Additive, the world leader in metal additive design and manufacturing, and Adryanna Sutherland, global president of gyro, a Merkle Company, will discuss five imperatives for success in the kitchen and in B2B marketing, all within the context of focus, simplicity, and flexibility.
In this session you’ll learn:

• How timeless brands evolve to stay relevant in a fast-paced world
• How GE Additive pivoted their marketing strategy during COVID-19
• The benefits of diversity at work (& how marketers can embrace it)

Adryanna Sutherland

Global President Gyro

AGILE MARKETING IN A HIGH VELOCITY ENVIRONMENT

COVID-19 created an irreversible trend for marketing professionals to develop and implement an agile and real-time go-to-market mindset. In this session Michael will underscore the importance and benefit of marketing with fast decision cycles and increased flexibility without compromising high quality creative or a company’s mission.

He will also discussion the value of:

• Virtual collaboration
• Creativity in the new normal
• Breaking virtual boundaries and executing seamlessly
• Building and maintaining a world class brand that drives engagement

Michael Mendenhall

CMO and COO TriNet

CULTIVATING CREATIVITY TO GROW B2B IMPACT

In-house agencies consistently deliver some of the most creative and effective work, and recognized among them last year was Deloitte's Green Dot Agency with B2B In-House Agency of the Year. So, how do they inspire a culture that fosters growth and produces industry-leading work all while addressing the unique B2B audience? Hear from leader Kim McNeil-Downs as she shares the seeds to success from investing in talent, strategy, and teaming across the globe to delivering effective, strategic campaigns.

Kim McNeil-Downs

Director, Green Dot Agency Deloitte

B2 AWARDS: LIVE! BUILDING GROWTH TODAY BY INSPIRING THE INNOVATIVE MINDS OF TOMORROW

In this session, Raju Doshi, Director of Marketing, LEGO Education along with co-presenter Joanna Berke, Managing Director, Head of Account Management, Doremus share insights from their award-winning global campaign targeting an education industry affected by the effects of COVID-19. Learn how the simple idea of “It’s okay, we can rebuild it” fueled an emotional storytelling platform which helped offset the challenges of engaging the audience in an authentic and inspiring way on a modest media budget to drive awareness and response.

Raju Doshi

Director of Marketing LEGO Education

MARKETING TO SMALL BUSINESSES IN A POST-PANDEMIC WORLD

Join Richard Russey, SVP and Publisher, Inc. Media, and Dan Gliatta, Founder, Cargo, as they discuss the current and future state of small business (SMBs). Any enterprise brand that markets and sells to SMBs will learn what worked before will not work going forward. Seismic shifts in consumer, work style, and operating behaviors have forever transformed the small business landscape. Richard and Dan will share research and applicable insights on SMB mindsets, needs, behaviors, and barriers that will forever impact how to best market and sell to them, both today and tomorrow.

Key Takeaways: Insights on SMB mindsets, needs, and behaviors as well as barriers that will forever impact how to best market and sell to them, both today and tomorrow.

Richard Russey

SVP and Publisher Inc. Media

PUSHING CREATIVE BOUNDARIES AND BUILDING RICHER EXPERIENCES FOR CUSTOMERS

How NI is driving a customer-centric transformation

Customers' expectations of B2B brands are constantly shifting, and we as marketing leaders must continuously improve the customer experience and move our businesses closer to their needs. When these efforts are done well and thoroughly, we can find ourselves in positions of conflict with company-wide historical approaches, beliefs, and a "this is how we've always done it" mentality that can be challenging to overcome.

To move closer to the customer though, we must act boldly, challenge previous decisions, and consult and bring internal stakeholders and external partners on the journey with us. In this session, NI CMO Ana Villegas will share the transformation journey the organization is on and new, innovative ways the company is reaching its customers.

During the session, Ana will cover:

• The business and marketing challenges that led us to the decision to transform our Marketing organization and the upside of consolidating roles and functions with clear mandates and charters.
• How its new approach is working today, obstacles marketing leadership has overcome, and how the organizational changes have enabled faster, more agile decision making and execution.
• The critical path to building partnerships with internal stakeholders and external agencies so that the organization, together, can push creative boundaries and build richer experiences for customers.

Ana Villegas

CMO NI

B2 AWARDS: LIVE! PINPOINTING THE GENE FOR CARING: HOW ADVANCED SEGMENTATION AND INSIGHTS BUILT AN AWARD-WINNING BRAND THAT SPOTLIGHTS THE REWARDS OF THE CARE INDUSTRY

To address the dire shortage of long-term caregivers in New York state, IHA and Mower created a new brand, Caring Gene® and a highly successful, multichannel campaign that challenges job seekers to consider if caring is in their DNA. The campaign spans website, TV, radio, outdoor, digital, video, events and social. It has netted more than 1.6 million website visits, 106,000 job searches and 38,000 visits to provider career sites.

Learn how leveraging real-time audience behavioral and demographic data yielded insights for optimizing content that, coupled with sophisticated social ad audience segmentation.

Eileen Murphy

Program Director Iroquois Healthcare Association

PHOENIX RISING RECEPTION AND EVENING CELEBRATION PRESENTED BY STEIN IAS

With more and more of our ANA Business Marketing community eager to come together in person in Phoenix, Stein IAS is presenting the conference Thursday Night reception and evening event: ‘Phoenix Rising’ – an extraordinary (and safe!) celebration of B2B’s resilience over the long months of the pandemic…and anticipation of growth ahead. We invite all of our attendees to join us for sublime Southwestern cuisine and live music by local musicians. Most of all, we invite our close-knit family colleagues, friends and industry associates to simply be together, because that’s where B2Bers belong. 

COUNTDOWN TO VIRTUAL BREAKFAST SESSIONS

THE ART OF SELLING IN A DIGITAL FIRST WORLD

Two of the most respected marketers in the industry, Marcus Sheridan and Tyler Lessard are the co-authors of The Visual Sale: How to Use Video to Explode Sales, Drive Marketing, and Grow Your Business in a Virtual World. In this session, they share practical and actional advice and insights on what B2B marketers need to do right now to win and succeed.

Sheridan is an international keynote speaker listed by Forbes as 1 of 20 “Speakers You Don’t Want to Miss.” Mashable rated his book, They Ask, You Answer, the “#1 Marketing Book” to read in 2017. Forbes listed it as one of “11 Marketing Books Every CMO Should Read.” Dubbed a “Web Marketing Guru” by the New York Times he inspires audiences from the stage and through his agency, IMPACT, in the areas of sales, marketing, leadership, and communication.

Lessard is business leader with a passion for creative storytelling and exceptional customer experiences. Recognized by Demand Gen Report as the top Buyer-Focused B2B Marketer, and by Marketo as one of the top 50 Fearless Marketers, he's a frequent speaker and author on video marketing, content marketing, brand building, and demand generation. As VP Marketing and Chief Video Strategist at Vidyard, he's spent 7+ years helping businesses grow through the strategic use of video content.

Tyler Lessard

VP Marketing and Chief Video Strategist Vidyard

B2B BRANDING TENETS ACROSS THE CUSTOMER EXPERIENCE

What makes a strong and lasting brand? And why is crafting and maintaining a powerful brand critical even in the days of data-driven marketing? This presentation will answer these questions by walking through the blueprint for B2B branding including best practices and the tenets of an effective brand strategy that resonates across the customer journey.

Key takeaways:

• B2B companies that don’t take an active role in crafting their brand are leaving perception up to chance.
• No matter how precise B2B marketers become in their performance-driven tactics, brand strategy—which is sometimes more difficult to measure—will always be critical to a company’s overall go-to-market approach.
• Although crafting, maintaining, and evolving a brand strategy is a creative process, data and insights should inform the creation and ideation work.

Jillian Ryan

Principal Analyst eMarketer

PURPOSE AND PERFORMANCE: THE MATH, THE MAGIC, AND THE CUSTOMER

The events of the past 18 months have clouded our vision as marketers, but as we emerge some familiar tensions remain. One challenge is reconciling “Purpose” – helping customers and employees realize deeper connections to the communities they inhabit – and “Performance” – using data and analytics to mine value from perpetually scarce resources. Conventional thinking holds these in opposition and maybe too often “Performance” wins out. Yet now, more than ever, to win customer and employee loyalty, we must deliver on their search for meaning and earn their trust. To do that our “Purpose” must reinforce our “Performance.” So the question is: What, as marketers, do we do?

In a fireside chat, Alicia Tillman, most recently CMO of SAP and currently Board Director for the Gates Corporation and RainFocus, will reflect on her experiences with balancing “Purpose” with “Performance” at one of the world’s great “left-brain” brands and share thoughts on what’s coming next along this fascinating fault line of our craft.

Alicia Tillman

CMO Board Director and Advisor

OPENING REMARKS

Sonia David

Senior Director, Business Marketing ANA

MARKETERS ARE OUR NEXT GENERATION OF BUSINESS LEADERS

Chief Marketing Officers have a broad agenda from building purpose-driven brands, improving customer experiences and bringing products to market. Some CMOs have taken the role further and are being tapped to operate as business leaders who accelerate sales and profit growth. Amy Summy, CMO at Labcorp, a $14 billion global life sciences company, will share the story of how her team transformed itself from a support function to a team that’s driving revenue and profit growth, and advancing Labcorp’s strategy and mission to improve health and improve lives. As Labcorp’s CMO and leader of its Consumer business, Amy will offer insights that can help marketers transition to business leadership roles.

Amy Summy

Executive Vice President and Chief Marketing Officer Labcorp

BUILDING BRAND HEALTH WITH PURPOSE

Today's business landscape is one of changed expectations, as both consumers and top executives prefer brands that have a role in society beyond just maximizing profits. And increasingly, there is also a shift in return expectations that is linked to purpose. Sharing fresh data from the newest wave of the Bloomberg Brand Health System fielded in May-June 2021, Bloomberg Media Chief Marketing Officer Anne Kawalerski and Bloomberg Media Global Head of Data Science & Insight Michelle Lynn will provide up-to-the-moment insight on how purpose influences brand leadership for the long term, including:

• Trends and patterns among the underlying drivers of purpose, such as doing the right thing, having socially progressive management and supporting racial/gender diversity
• Correlations between purpose, innovation and customer-centricity across sectors, industries and brands
• Examples of standout brands whose purpose is helping them navigate the challenges and opportunities of the current global moment
• How business leaders feel about being a role model, staying ahead of the pack and keeping informed

Anne Kawalerski

Global Chief Marketing Officer Bloomberg Media

FINDING THE HIGHER PURPOSE AT SAP

April Crichlow leads SAP SuccessFactors marketing. She oversees the end-to-end marketing strategy and corporate positioning across the globe. She believes the only way to create customer value is by making customers lives better – and finding the higher purpose is a key factor to marketing success. In this session, you’ll learn how listening, understanding and acting on the needs of customers helped Crichlow and SAP deliver exceptional customer experiences, value and outcomes.

April Crichlow

Global VP and Head of Marketing, SAP SuccessFactors SAP

B2 AWARDS: LIVE! THE SCIENCE OF “WHY”: HOW BRAND PURPOSE POWERS BUSINESS PERFORMANCE AT THERMO FISHER SCIENTIFIC

According to the most recent Gartner CMO Spend Report, brand strategy has leap-frogged to the top of marketing capabilities, from its lowly position near the bottom of the list in 2019, with one-third of CMOs now placing it in their top three. And, in a time when marketers from SMBs to enterprises have had to rethink their marketing mix and focus even more on their customers, brand purpose, definition and differentiation are more critical than ever.

Join senior marketing leaders from one of the world’s largest life sciences companies, Thermo Fisher Scientific (NYSE: TMO), and their agency partners from Retina, the ANA 2020 B2B Agency of the Year, as they discuss the global transformation of their Gibco brand. Hear firsthand how Thermo Fisher Scientific has pivoted to strengthen its product and services brands with purpose and emotion, enhanced its digital experiences for online audiences, and packaged its offerings to better support research and health care providers amid the COVID-19 pandemic and beyond.

In this session, you’ll learn:

• Why and how B2B brands are increasingly investing in activities that build and strengthen brand, and specifically brand purpose, to the benefit (not the detriment) of demand generation
• Lessons learned from the brand and demand pivots forced in the wake of the COVID-19 pandemic – and how brands have persevered and emerged even stronger
• How Thermo Fisher Scientific’s Gibco brand created greater brand consistency, customer-centricity, and marketing efficiency – while generating breakthrough demand and revenue
• Ways you can build internal consensus, and rethink your internal resources and agency partner relationships to achieve the greatest agility, cost-efficiency, creativity and business impact

Nicol Watson

Marketing Leader, Cell Biology Thermo Fisher Scientific

MARKETING IS HALF OF STRATEGY

Strategy used to be a periodic, largely financial exercise – deciding how capital was to be allocated to markets (“where to play”) and in support of business capabilities (“how to win”). But in dynamic, multi-stakeholder environments, strategy has become a continuous exercise of adaptation to ensure that your company is maintaining its Fit to Purpose (its relevance to customers and other stakeholders) and Relative Advantage (its distinctiveness).

In this context, the ability of B2B marketers to understand how to evolve the franchise of their business is of strategic significance. In this closing session of the conference, we will explore how B2B marketers can fulfill this role and show how “soft” concepts such as purpose, employee engagement and brand have become key drivers of business value.

Jonathan Knowles

CEO Type 2 Consulting

CLOSING REMARKS

Sonia David

Senior Director, Business Marketing ANA