WELCOME REMARKS

Jann Schwarz

Senior Director, B2B Institute LinkedIn

OPENING REMARKS

Bob Liodice

CEO ANA

LEADERSHIP AND OPPORTUNITY- MARKETING DIGITAL TRANSFORMATION- THE CASE OF MICROSOFT

From elevated customer expectations to pressure on driving growth and life-time value, today’s marketing leaders face new challenges. But with customers and ROI at the center of all decisions, it’s given the modern marketer a new opportunity – to lead. Join Caroline Keene for an engaging discussion on her experience leading during Microsoft's digital transformation.

In this session, Caroline will discuss:

• ‘Thriving’, not just ‘surviving’ in today's connected world
• Marketing’s role in leading the digital transformation journey
• Finding opportunity in new challenges

Caroline Keene

Interim CMO Microsoft

THE TRANSFORMATION OF B2B MARKETING

The Bank of New York Mellon (BNY Mellon) is one of the world's largest global asset servicing companies and a leader in asset management and corporate trust and treasury services. As Chief Marketing Officer, Brenda Tsai drives a dynamic, client-focused marketing strategy across all of BNY Mellon globally, with a strong emphasis on expanding digital marketing expertise and using technology and research to connect with clients more effectively.

In this session, Brenda will share how traditional sales is changing – buying committees, solutions selling, non-linear purchase patterns. All of this elevates the role of B2B. No longer is there a linear path to purchase.

• It takes a higher level of IQ to understand new emerging personas and sales patterns
• It takes a higher level of EQ to influence and educate across the organization
• And it take marketing expertise to be able to leverage the right tools at the right time

Brenda Tsai

Chief Marketing Officer BNY Mellon

WHY B2B ADVERTISING DOESN’T HAVE TO SUCK - INSIGHTS AND LEARNINGS FROM SERVICENOW

Why is so much B2B communication so darn dry? Why do we think our customers are completely rational when the data tells us otherwise? ServiceNow is a purpose-led software company that is out to make the world of work better for people. When we set out to create brand communication to drive awareness among our C-suite target, we did so with a radical idea: we tried to appeal to them as regular human beings.

Alan Marks, Chief Marketing and Communications Officer at ServiceNow, in conversation with Jann Schwarz, Senior Director of The B2B Institute at LinkedIn will share the key insights and learnings from a journey to create an enduring brand.

Alan Marks

Chief Marketing & Communications Officer ServiceNow

MARKETING WITH A PURPOSE: PRACTICAL WAYS TO WALK THE WALK

Purpose is on everyone’s lips in corporate America — but when they talk about purpose, too many leaders are talking to themselves. A recent PwC survey shows that companies’ customers and their own employees often don’t believe what senior management is saying about purpose and values. Marketers can help close the gap, and it’s not a matter of “putting lipstick on a pig.” Marketers can communicate and encourage real progress, bring more employees and consumers on board, better align their own teams with their values, and use new technology to support purpose-related initiatives. In this session, Matthew will discuss concrete ways for marketers to live their purpose. Key takeaways include:

• Understanding what the “purpose gap” (skepticism around corporate values) is costing organizations
• Seeing data on what consumers and employees want to see (or hear) from organizations to believe in their purpose
• Understanding how a diverse workforce and deliberate inclusion efforts drive better outcomes — and how to build diverse, inclusive marketing teams
• Learning marketing strategies that are especially effective in communicating and inspiring values
• Seeing common technology mistakes that hold back purpose initiatives and how to do better

Matthew Lieberman

CMO, U.S. and Mexico PwC

MARKETING LEADERS PANEL: BRIDGING TO 2021

The Committee Chairs of ANA’s Business Marketing Practice, Linda Brunner, Kellie Krug and Kathy Seegebrecht, together with B2B agency leader Tom Stein, join us for this first-ever working group session on 2020 learning and 2021 imperatives. Each will share candid perspectives on their challenges and priorities, including how they intend to navigate and grow as we turn the corner on a seemingly endless 2020 and head toward an uncertain 2021. These are extraordinary, unprecedented times…hear from three of the most respected, accomplished leaders in B2B about what they’ve learned and what lies ahead.

Tom Stein- Moderator

Chairman and Chief Client Officer Stein IAS

THOUGHT LEADER SESSION- IN SEARCH OF THE EQL (OR, HOW ‘IDEAS WITH VALUE’ MAKE B2B MARKETING MATTER MORE)

Most marketers have given considerable thought to the nature of creativity and content experiences – especially given the pandemic. They’re realizing that, as powerful as marketing technology can be, it needs to be enlivened and enriched with human and emotional connection. In this session, Richard Hepworth, of Trelleborg Marine & Infrastructure, named 2020 Corporate Marketer of the Year at the ANA B2 Awards, joins Reuben Webb and Tom Stein of global B2B agency Stein IAS, as they go ‘In Search of the EQL’ – the emotionally qualified lead. Richard, Reuben and Tom will share how their search ultimately yielded one of the most effective, highly-awarded B2B campaigns in years.

At this session, you’ll gain:

• A framework to apply both emotional and rational value to develop ‘Ideas With Value’
• How emotional and rational value should be weighted differently at different buyer journey stages
• How martech reaches new levels of impact and ROI when powered by ‘Ideas With Value’

Richard Hepworth

Business Unit President Trelleborg Marine & Infrastructure

ACCOUNT-BASED MARKETING: NEW INSIGHTS AND BEST PRACTICES

Incorporating “personalization” (the ANA’s 2019 Marketing Word of the Year) into his content strategy has made Danny Nail a legend among account-based marketing practitioners and Marketer of the Year at SAP, the market leader in enterprise application software. Learn how Nail developed SAP's world class Global ABM program enabling Sales to more successfully target strategic Enterprise accounts.

Danny Nail

Former Global Head of Account-Based Marketing SAP

OPENING REMARKS

Bill Zengel

Senior Vice President ANA

THE BALANCE BETWEEN BRAND AND PERFORMANCE MARKETING

The past year has challenged marketers in unparalleled ways. From digital accelerations to consumer safety demands, brands have pivoted in unique and agile ways to keep up with pandemic shifts and re-assure audiences on key priorities and values. During this fireside chat between Kim Kadlec, SVP of Global Marketing Solutions at Visa and Matthew Schwartz, B2B editor, ANA magazine, attendees will be equipped with tangible takeaways on how to lean into consumer behavior to identify – and leverage – opportunity in times of change.

Kimberly Kadlec

Senior Vice President, Global Marketing Visa, Inc.

UNLOCK GROWTH THROUGH LOYALTY

Rob Markey is a partner in Bain & Company’s New York office and a leader in the firm’s Customer Strategy & Marketing practice. He is an expert in customer and employee loyalty, new product development and customer service strategies, and the co-author of The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World, by Harvard Business Review Press, a New York Times and Wall Street Journal bestseller. Hear his thoughts on what B2B brands need to do to build loyalty.

Rob Markey

Partner Bain & Company

THE FUTURE OF B2B MARKETING

Rishad Tobaccowala’s key skill is getting people to see, think and feel differently about how to grow themselves, their teams and their company. He does this through distilling 40 years of global learning and wisdom and communicating in a way that is provocative, pragmatic and inspirational.

Rishad is the Former Chief Growth Officer and member of the Management Committee of Publicis Groupe, the world’s third largest communication firm with 80,000 employees. He was named by BusinessWeek as one of the top business leaders for his pioneering innovation and TIME magazine dubbed him one of five “Marketing Innovators.”

Rishad Tobaccowala

Author "Restoring the Soul of Business: Staying Human in the Age of Data" Senior Advisor to Publicis Groupe

THOUGHT LEADER SESSION- A CATALYST FOR CHANGE IN B2B: GOOGLE AND IPSOS COVID SURVEY

As a result of COVID-19, industries are rapidly changing, causing major disruptions and forcing companies to evolve in order to survive. B2B marketers are pivoting their offerings, budget allocations, media strategies, customer experience, roles of sales team, etc. Today, we must anticipate, understand, and address customer needs both during and after this pandemic in order to sustain and make it through to recovery. Google commissioned Ipsos to survey marketers and buyers across B2B industries in a 3 part wave study. Hear about the 2 sides of the coin for marketers, from Google Directors Michelle Bandler and Doug Novack. We will discuss the opportunity at hand for B2B marketers on acquisition of new customers and how to drive loyalty.  

Michelle Bandler

Managing Director of Tech B2B Google

BUSINESS TO BUSINESS? THINK 'BRAND' TO ‘BUILD'

Brand building is more important than ever in the world of B2B and this presentation, based on fourteen years of proprietary empirical data, will provide you with the information and insight you need to share internally (and how to do so) with your peers in finance, operations and the C-suite. With your CEO concerned about Wall Street and the next quarter, the CFO about last, sales about today, how do you as marketers share the growth story we all intrinsically know BRAND brings, but struggles to prove? Brand spend is also often easy to cut in hard times because it doesn’t necessarily negatively affect head count.

This presentation shows how known brands investing in brand building efforts, over time, establish stronger brand equity with their customers, deliver superior returns for their shareholders AND are better insulated during times of economic hardship. This is important as shareholder value and return is one common metric everyone in the C-suite understands and shares interest in. This presentation comes to life in the form of compelling case studies and examples alongside an analysis of BrandZ's most valuable B2B brands, including a unique view among BOTH business customers AND everyday consumers. What are the similarities and differences in attitudes? What can B2B brands learn from the world of B2C, and, most importantly, what are the key associations needed to establish and influence strong relationships and unlock growth?

3 key takeaways

• Brand building is an investment and not a cost
• Achieving meaningful difference versus competitors is the gateway to growth
• Five key elements drive meaningful difference for all brands — Purpose, Innovation, Communications, Brand Experience and Love

Martin Guerrieria

Global Head of Research, Brandz Kantar

FROM START TO SCALE: WHY MEASUREMENT IS KEY TO ABM’S SUCCESS

Measuring the impact of marketing always has been important. Account-based marketing (ABM) is no exception and perhaps it’s even more critical as a relatively nascent B2B marketing strategy. In this insights-packed 40 minutes, three ABM evangelists share stories and actionable takeaways for how they are measuring the impact of their programs. Attendees will gain:

• Proven attribution models and how to get buy in for everything from establishing a pilot to scaling ABM
• Examples of and ideas for benchmarking to demonstrating outcomes and choosing the right measures of success
• Lessons from test and learn scenarios of panelists to avoid similar pitfalls and shorten the path to victory

Jennifer Greenwood

Global Lead, Client Marketing Platform Publicis Sapient

THOUGHT LEADER SESSION- WE NEED A SINGLE VIEW OF THE CUSTOMER TO DELIVER MORE VALUABLE EXPERIENCES: HOW TRANSAMERICA IS TAKING THE FIRST STEP

B2B marketing is undergoing a fundamental transformation. Technology is not only raising expectations at a breakneck speed but also creating new ones in the process. Increasingly, today’s business buyers and influencers expect a consumer-like experience. They want it to be personal, relevant, convenient, anticipatory and more valuable than ever before, all delivered at the right time and on the platform and channel of their choice. To keep up with this shifting world, especially in these unprecedented times, B2B leaders must adapt and rise to mounting challenges quickly. The good news is marketers that can erase barriers between marketing, sales, and IT to deliver against these soaring expectations will reap the rewards. In this session, find out how Transamerica took the first step toward more connected buyer experiences, where they are in their journey, and where they’re going.

Key takeaways include:
• How to use qualitative and qualitative data to align your team around a unified vision
• Recommendations for how to aggregate data from multiple sources and systems
• How your company can use a single customer view for a competitive advantage

Michael McLaren

Global CEO Merkle B2B

THE FUTURE OF WORK: HOW TRENDS, MULTIPLE GENERATIONS, AND A PANDEMIC ARE REDEFINING WORK ITSELF

Before the pandemic, workplace transformation was already underway. In fact, many organizations were embracing a future that looked very different to what we called “work” even just 5 years ago. Four generations in the workforce required meeting different work styles. Casual and open workspaces became the norm. And implementing integrated workflows was critical to getting stuff done. Allowing people to work where, how, and when they wanted was the plan for more and more companies.

But now, in response to a global pandemic, we’ve gone through five years of transformation in five months. Employees are all mostly remote, we’ve adapted to this new way of working, and businesses are now asking what’s next. We must now look to the future… and discuss what work even is moving forward.

Leveraging her experience in managing a fully remote team at Cisco, and marketing Webex collaboration technology, Aruna brings unique insight on what is key to enabling businesses to keep thriving. In this talk, she will explore different work styles and generational considerations as well as the three pillars necessary for a successful work in the future: technology, the concept of the workspace, and the culture change required.

Key learnings will include:

• Ensuring business continuity during the pandemic, and staying competitive
• Bringing humanity into the workplace of the future
• Lessons learned and what the future will bring

Aruna Ravichandran

VP, CMO Cisco Webex Collaboration

THE ANA MARKETING FUTURES PODCAST PRESENTS: MARKETING THE U.S. PRESIDENCY

The stakes are high with any marketing campaign, but what about when you’re marketing the next president of the United States of America? It doesn’t get higher than that. With the 2020 U.S. presidential election around the corner, this live from the stage inside peek reveals just how sophisticated the marketing machines that drive modern presidential elections really are. You’ll learn about some of the world’s most sophisticated digital strategies, as well as the critical role data plays in presidential campaigns.

B2B brands have traditionally had an edge when it comes to data, experienced at leveraging first-party data through customer data platforms and account-based marketing, yet B2C brands today seem to move with greater agility and speed to deliver more dynamic personalization. Whether B2B or B2C, a marketer is a marketer, first and foremost. Don’t miss this timely opportunity to learn from other brands, whether local, national, big or small, and no matter the industry.

The ANA Marketing Futures Podcast, one of ANA’s most popular member assets, will be recording live from the conference and welcoming Rob Griffin to the stage, co-founder of Tovo Labs, a progressive digital marketing consultancy that focuses on real content and real people with responsible data practices to drive influence and outcomes. Whatever your marketing focus is in 2020 — be it political, B2B, B2C, or agency-side – there is a sea of change rolling in as tracking, privacy, and data management issues rise and impact your digital plans. The cookie apocalypse is almost upon us, and there’s no time like the present to get ahead of it.

Rob Griffin

Chief Technology Officer Tovo Labs

CLOSING REMARKS