WELCOME REMARKS

Sonia David

VP, Business Marketing Practice ANA

B2B MASTER CLASS ON: GROWTH MARKETING STRATEGIES: FROM IDEATION TO EXECUTION

(This extended workshop is open to all in-person attendees at all levels of the organization)

Do you know what 3M, Amazon, and Apple have in common? All three companies achieved growth by launching highly successful innovative ideas that came from their employees (Post-It Note, One-Click Buy Now, and Swipe to Unlock)

The CMO-endorsed ANA Growth Agenda provides the key pathways for the industry to create a stronger, more sustainable economic future for all brands and the people they serve. This master class leverages key elements of the Growth Agenda to examine how growth opportunities can come from any level of the organization and showcase companies enable their marketing team to reach their full potential. This facilitated session will give marketers a structured approach and the resources they need to identify, select and flesh out innovative growth marketing strategies. All attendees will leave with several new and documented ideas they are excited to share with their team.

The workshop will focus on four areas of developing growth marketing strategies. Each section will include an interactive exercise and a deep dive discussion with a client-side marketer practitioner. Attendees will receive a playbook and toolkit they can continue using with their colleagues to generate, prioritize, and develop innovative marketing growth strategies when they return to the office.

**We will have a 20-minute coffee break during the workshop in Panzacola East Foyer**

Instructor: John Follett

Co-Founder, CXO & Head of Research Demand Metric

HOW THE UNIFIED COMMERCIAL ENGINE REDIFINED SALES AND MARKETING ALIGNMENT

Three years ago, in dramatic fashion, SMART Technologies abandoned the traditional Sales & Marketing model, combining them in the ambitious "Unified Commercial Engine". Under the premise that buyers have fundamentally changed, but marketing and selling organizations haven't, the SMART UCE organizes the entire team around buyer journey steps.

Join this session to hear the lessons learned and latest developments in this bold organizational move. In particular, hear how the traditional topics of Marketing Planning, Branding, and Thought Leadership are seen completely differently, through a new customer-centric lens.

Jeff Lowe

CMO Smart Technologies

CLOSING REMARKS

Sonia David

VP, Business Marketing ANA

WELCOME REMARKS BY LINKEDIN

Tusar Barik

Director, Agency & Partner Marketing LinkedIn

OPENING REMARKS

Bob Liodice

CEO ANA

WELCOME REMARKS

Bill Tucker

Group Executive Vice President ANA

GE’s POWERFUL APPROACH TO B2B MARKETING

Linda Boff is the Chief Marketing Officer, Vice President, Learning and Culture and President, GE Foundation. She oversees global marketing, brand, content, digital, and sponsorships, while also managing GE’s global learning and GE’s philanthropic arm. She also co-leads the GE Women’s Network. Having marketing, learning and philanthropy tied together opens many opportunities to expand and show GE’s impact on the world. Under Linda’s leadership, GE’s marketing campaigns and fresh approach to media technology and content have driven strong results in global brand growth and recruitment efforts. Get the latest insights from this legendary marketer (and ANA B2B Hall of Fame Inductee) and find out what’s next at GE.

Linda Boff

Chief Marketing Officer, Vice President, Learning and Culture, GE President, GE Foundation

TAKE THE LEAD BY FOCUSING ON THE CUSTOMER

In this session, we explore the customer-based audit, the first step in understanding the overall health of your customer base. Why is this important? Today’s marketing executive understands that they need to be held accountable for their actions in order to justify the resources they have to work with (and to make the case for more). Wharton professor Peter Fader will provide an overview of his new book to show how this approach will help marketers demonstrate the quantitative value of their efforts to executives in the C-suite.

Peter Fader

Professor of Marketing, The Wharton School, University of Pennsylvania Co-author of The Customer-Base Audit

MASTERCARD’S APPROACH TO SUCCESSFUL LEAD GENERATION

Mastercard is one of the world’s most valuable card program brands, according to the 2022 Kantar BrandZ annual survey. In this session, Mastercard’s Greg Boosin Executive Vice President, Global B2B & Product Marketing will share insights and best practices on lead generation. where he is responsible for lead generation, sales enablement, RFP support and leading the in-house Creative Studio across its global business units and regions as well as the articulation of value propositions within the product development process.

Greg Boosin

Executive Vice President, Global B2B & Product Marketing Mastercard

ALL WEATHER MARKETING

Marketers always need to make good decisions, but marketers especially need to make good decisions during bad times.

Of course, making good decisions in bad times isn’t easy.

It’s our belief that making good decisions requires studying good data over long periods and investing in the strategies that have worked for many customers in many markets. And that’s what we’ve done.

An extension of famed investor Ray Dalio’s concept of an ‘All Weather Portfolio’ – designed to perform well during both booms and busts – these ‘All Weather Marketing’ articles give you the tools you need to remain steady and committed to investing for the long-term, even as current circumstances change.

Lisha Perez

Partnership Lead, The B2B Institute LinkedIn

FUELING THE NEXT GROWTH CURVE AT SMARTSHEET WITH BUYER-CENTRIC MESSAGING

As companies transition to their next level of sustainable growth, many find they need to refresh their positioning to differentiate. During this transition, businesses must shift their perspective to be intensely customer-centric in messaging and positioning to capture incremental revenue from new buyers, new verticals, and new use cases. In this session, Kati Quigley, Smartsheet’s Vice President of Product Marketing, and Mike Kelleher, Senior Vice President and Technology Vertical Lead at MarketBridge share Smartsheet’s recent efforts to develop next generation customer messaging and positioning. This discussion will include a methodology to generate next-gen messaging, source and use outcomes-oriented customer insights and competitive intelligence, and build highly relevant messaging to drive Smartsheet’s next phase of growth. Learn how Smartsheet is putting the enhanced messaging in market across both marketing and sales channels to drive consistency in customer communication.

Kati Quigley

Vice President of Product Marketing Smartsheet

GOING BEYOND THE AD: BUILDING WORKDAY'S BRAND WITH A SUPER BOWL CAMPAIGN THAT ENGAGES THE ENTIRE MARKETING FUNNEL

Erik Petersen

Senior Director, Brand and Advertising Workday

TACKLING THE TENSION BETWEEN BRAND VS. PERFORMANCE TO OPTIMIZE FULL-FUNNEL IMPACT

As profitably becomes a main focus for brands and media budgets come under scrutiny, B2B marketers need to be more thoughtful about balancing brand and acquisition efforts.  Marketers will feel pressure to focus on short term performance and CPA goals, but limiting media to lower funnel tactics will result in missed opportunities to reach valuable audiences.  The upper funnel plays a critical role in a highly complex B2B decision journey, especially during turbulent times.

Dominic Chu

Senior Markets Correspondent CNBC

THE STATE OF THE CHIEF MARKETING OFFICER: WHAT IT MEANS FOR CURRENT & ASPIRING B2B CMOS

Richard Sanderson

Marketing, Sales & Communications Officer Practice Leader Spencer Stuart

DEFYING CONVENTION TO DRIVE HYPERGROWTH

Grow from low, single-digit share to consecutive years of hypergrowth? Marketing-as-usual will never, ever get you there. What will are bold, downfield plays that challenge category convention. From insight to execution, Mike Marcellin, CMO of Juniper Networks, will showcase how taking a road less traveled led to surging growth for one of technology’s bellwethers. At the session, you’ll learn:

1. How rebalancing brand-to-demand investment from 20% brand/80% demand to 60% brand/40% demand lifted demand by a huge, directly attributable margin
2. How using humor, empathy, storytelling and extreme honesty drive brand consideration and significantly lifted pipeline conversion rates
3. How the development of a data science practice in marketing led to board approval of a 3X increase in the brand-to-demand budget

Marc Keating

Chief Innovation Officer Stein IAS

HOW TO PARTNER WITH YOUR CFO AND/OR CEO

For marketers working through tighter budgets while proving the value of marketing, their relationship with the C-suite is more important than ever. In this panel discussion, led by Peter Fader, we’ll explore how B2B marketing executives for leading brands work with their partners in C-suite. The session will explore questions like how did you forge stronger relationships; what was the process; what kinds of collaborations did you do together, and more.

Peter Fader

Professor of Marketing, The Wharton School, University of Pennsylvania Co-author of The Customer-Base Audit

FINDING YOUR WAY: NAVIGATING THE COMPLEXITIES OF THE B2B BUYER JOURNEY

In today's fast-paced and evolving business landscape, B2B marketers face increasing pressure to do more with less. Despite economic uncertainty, there is still a large opportunity to win in-market B2B buyers. However, the buyer journey today is more complex than ever before. New research suggests that B2B buyers are becoming more sophisticated and demanding, and are seeking more value from vendors. This presentation will explore the many opportunities marketers have to influence and win these buyers as they discover brands, explore solutions, and evaluate against their key criteria. We’ll share insights into how to influence and engage buyers throughout their decision journey. By the end of this presentation, you'll have a clearer understanding of how to navigate the complexities of the B2B buyer journey, and how to use this knowledge to make more informed marketing decisions that drive business growth.

Therese Parkes

Industry Director, TechB2B Google

CLOSING REMARKS

Bill Zengel

Senior Vice President ANA

The annual B2 Awards Gala is an evening of celebration where we reveal and honor this year's winners from both the general and top categories. B2 Awards has more categories, more entries, and more jurists than any other industry award program. The annual awards reflect the rich diversity of our industry, the growing role of B2B marketing, and the rapid changes in our industry.

Join us live and in-person! Enjoy cocktails, dinner, and all the festivities with your team and peers.

Bill Zengel

Senior Vice President, Business Marketing Practice ANA

WELCOME REMARKS

Sonia David

VP, Business Marketing Practice ANA

BUILDING NEXT-GEN B2B MARKETING

Changes in buyer behavior, digital media consumption and ‘work from anywhere’ has transformed B2B marketing. In this session, Winterberry Group Senior Managing Partner, Bruce Biegel, will share insights from the June B2B Marketing Outlook report (to be released for the conference June 4). The report and the panel discussion of findings will include:

• What are the macro trends that are impacting B2B marketers today and how they are expected to evolve over the next several years.
• How B2B marketing technology, data and analytics solutions are evolving including the use and adoption of ABM, content management, programmatic media and marketing automation and the implications for marketing organization.
• How is marketing spend expected to shift among channels and evolve over the next several years.

Bruce Biegel

Senior Managing Partner Winterberry Group

NOW AND IN THE FUTURE: GENERATING MORE VALUE FROM YOUR CUSTOMERS

FIS is a leading provider of technology solutions for merchants, banks and capital markets firms globally. Its employees are dedicated to advancing the way the world pays, banks and invests by applying its scale, deep expertise and data-driven insights. In this session, Vincent Bahk, Head of Brand, Digital, and Experiential Marketing at FIS shares his perspective on what it takes to market to clients and prospects – from brand to demand – and everything in between.

Vincent Bahk

Head of Brand, Digital, and Experiential Marketing FIS

ACTIVATING TARGET BUYING CENTERS: SERVICENOW’S DEMAND STRATEGY GENERATES 180X ROI

A comprehensive marketing strategy ensures you are building brand awareness, staying in tune with customers at each stage of the buying journey, and ultimately driving revenue.  A high-impact demand strategy allows for marketing and sales alignment and positions company efforts around what customers and prospects want.  ServiceNow teamed up with Anteriad to develop such a strategy to identify and activate personas and buying centers across multiple solution areas to fuel revenue and produce growth.  In this session, Nghia Karoll of ServiceNow and Eric Newell of Anteriad will share ServiceNow’s go to market strategy as well as insights into execution, measurement, optimization that generated an impressive $81M in pipeline.

Nghia Karoll

Senior Director, Demand Generation ServiceNow

LAUNCHING A TECH BRAND, WITH HEART

On its first day as an independent company, Kyndryl was already the world’s largest technology services business in the market. But as an unknown brand - even with its size and deep experience - it faced an enormous task. To succeed, Kyndryl needed to both win the trust and confidence of its customers – the CIOs of the largest industry leading organizations while simultaneously activating its thousands of employees to be brand advocates in support of customer retention and growth.

Learn how Kyndryl set out to define its new future by:

• Creating a human centric, purposeful brand which embodies the foundational values for a relationship-based business - while clearly differentiating itself from its pre-spin identity
• Activating its employees and building an empathetic and restless culture amid a pandemic
• Launching its first global advertising campaign with a distinctive point of view on the brand’s place at the heart of their customers’ progress.
• Evolving its partner ecosystem to maximize reach, credibility and effectiveness of content and communications

Ann Boza-Lobo

Vice President of Brand, Content and Experience Marketing Kyndryl

BE THE HERO YOUR BUYERS NEED AND DESERVE: BUILDING SUPERPOWERED B2B CUSTOMER EXPERIENCES

Matthew Powell

VP, North America B2B International, A Merkle Company

THE NEXT GENERATION OF ACCOUNT-BASED SALES AND MARKETING

No Forms. No Spam. No Cold Calls., written by Latane Contant, is a rallying cry for a new generation of sales and marketing leaders who are ready to ditch the traditional strategies, tactics, and technologies that are no longer working to deliver breakthrough results. In this session, she provides insights on ways to enable your sales and marketing teams to take pride in the customer experience and finally align on how to put your prospects at the center of everything you do.

Latané Conant

CMO 6Sense

CLOSING REMARKS

Sonia David

VP, Business Marketing Practice ANA