Marketing at the Speed of Change

Sonia David

Senior Director, Business Marketing Practice ANA

REBRANDING DURING A PANDEMIC

NI (the test and measurement company formerly known as National Instruments) and Doremus (Omnicom's full-service B2B marketing agency) together led their teams through a pressure-packed, high-stakes global branding campaign launched right in the middle of the pandemic.

In this session, Doremus CEO Joe Rivas and NI VP of Brand and Communications Shelley Gretlein will pull back the curtain on the twists and turns of launching the major new campaign — NI’s first brand effort — and how COVID-19 upended the process. They’ll discuss how they had to pause planned content and quickly pivot to develop new assets from existing footage with remote teams, all the while ensuring stakeholder alignment. They’ll discuss why adjusting launch dates and campaign assets rather than cutting marketing investment was the right move, with campaign results to back it up.

The audience will walk away inspired and equipped to:

• Create a brand platform that can flex, stretch, and adapt in these uncertain and rapidly changing times
• Foster boundary-pushing creativity across remote teams
• Move boldly ahead despite massive uncertainty because, ultimately, this is what will create stronger brands

Shelley Gretlein

Vice President of Brand and Communications, Global Marketing NI

DRIVING ENGAGEMENT AND ACTION FROM DEVELOPERS AND TECHNICAL AUDIENCES

Software developers are the hard working, pollinator bees at the center of much of the world’s digital innovation. Developer marketing has become ever more important as products and services in every industry become more dependent on digital and the cloud services. Getting developers to engage and act required a marketing program with a unique mix of digital and real world tactics, combining technical capability and an appeal for humanity.  IBM is the Founding Partner in Call for Code to help developers help the world, and an integrated marketing communication program that was high-tech and high touch was built on 3 key learnings:  

• Leading with great innovation stories for your target audience
• Creating media moments that matter and get attention and credibility
• Building an ecosystem that leads to a long-term virtuous cycle

Wyatt Urmey

Program Director, North America Hybrid Cloud and Developer Marketing IBM

THE EVOLUTION OF BRAND STRATEGY IN A DIGITALLY TRANSFORMED WORLD

Digital acceleration is affecting every aspect of B2B marketing, from how creative and content experiences are imagined and delivered, to how digital channels are utilized with ever-greater investment, to how customer relationships are started and sustained. What’s lagging, though, is what should be leading the way: brand strategy. In this session, hear from B2B brand experts about a shift toward dynamic branding based on continuous, real-time inputs — and how brands should now be built upon an ‘Identifiable Brand Story’ that connects all the touchpoints in a digitally transformed world.

Tom Stein

Chairman and Chief Client Officer Stein IAS

FROM PIVOT TO SUSTAINABLE GROWTH: THE TRANSFORMATION OF THE MODERN MARKETER

While the pandemic has brought B2B marketers various challenges, it has also brought new opportunities to both scale and reach new audiences and serve the current customer base with new products and services.

As CMO of SADA, a leading technology services provider of cloud-based solutions, Narine Galstian has a high-level view on these challenges – and opportunities. In this session, she combines her expertise as a B2B marketer and experience as a technology solutions provider to share practical tips, strategies, and tactics that help modern marketers better align account management, sales and IT teams. At the core, digital acceleration and operational adaptability.

Using a case study to bring best practices to life, key takeaways include ways to:

• Target and grow business within current customer base
• ‘Serve, don’t sell’ marketing strategy
• Scale wins for future success

Narine Galstian

CMO SADA

Sonia David

Senior Director, Business Marketing Practice ANA