ANA Business to Business Members-Only Conference @ LinkedIn

WELCOME

Mike Romoff

LinkedIn

MEASURE WHAT MATTERS: SALES AND MARKETING ALIGNMENT TO DRIVE RESULTS

Today, data is available to allow marketers to move away from traditional metrics of measurement, such as clicks and engagement, and toward more meaningful measurement of success, such as quality of leads and closed deals. Measuring what matters allows marketers to make decisions that can truly affect business results, i.e. revenue. But to achieve this, marketers must overcome several internal challenges, including the silos that exist between them and their sales team. 

In this session, Jennifer will explain what it means to “measure what matters,” why it’s important but also how it can be challenging, especially from a sales and marketing perspective. Finally, she will provide specific examples of data measurement that can enable better decision-making and lead to strong results for a business.

3 key learning objectives:

• Dive into what it means to “measure what matters” and why it is critical to long-term marketing success
• Understand the challenges to being able to measure what matters and the importance of sales and marketing alignment
• Know the data to obtain to help develop measurement that can drive business results  

Jennifer Brett

Head of AMER Insights, Marketing Solutions LinkedIn

DRIVING MEASURABLE GROWTH AND VALUE CREATION THROUGH IMPROVED MARKETING & SALES INTEGRATION

This discussion will highlight 5 steps to help you to improve your alignment and integration with Sales and Business leaders.  It is designed to provide a practical framework (with examples) that will help you increase measurable value creation and marketing relevance within your organization. 

John Petralia

Managing Partner Catalytik Partners

B2B DIGITAL MARKETING TRENDS

Digital marketing is changing faster than most marketers can keep pace with. This session looks at several emerging trends in B2B digital marketing, challenging the audience to question conventional marketing wisdom and rethink how they leverage digital trends to increase performance, customer loyalty and generate revenue. 

We’ll cover best practices in digital and offer practical advice on how to apply these principles to grow your business. 

After this session you’ll leave with the following insights:

• Content trends you can no longer ignore – new approaches to thought leadership that can positively impact your brand’s performance
• How to apply the Disney model of “total merchandising” to your digital strategy 
• Scaling customer loyalty through your most valuable touch point: your employees

Jann Schwarz

Global Director, Agency & Channel Development LinkedIn

CHANGE: THE ULTIMATE TEST OF GREAT MARKETING

Great brands drive change that redefines perceptions, reinvents buying processes, and at the highest level reimagines categories. As it turns out, that’s just what buyers are looking for. Using research from their recent B2B buyer survey and stories from the PJA award-winning podcast The Unconventionals, Mike O’Toole and Matt Grant, will share insights into the minds of B2B buyers along with effective strategies for branding for change. These strategies include harnessing the crazies that love your business, finding the Darwinian gaps that lead to market-changing innovations, and placing mission at the center of your marketing vision.

Mike O'Toole

President PJA Advertising & Marketing

HOW ANA MEMBERS ARE USING INFLUENCER MARKETING

According to a new ANA survey, three-quarters of ANA member companies and 71 percent of B2B marketers have used influencer marketing in the past year. In this session we’ll share full results of this survey including the objectives of influencer marketing, media channels employed, measurement, types/number of influencers used, compensation, legal disclosure, and more. Plus, we’ll facilitate a discussion among attendees to share learnings and best practices on the use of influencer marketing for B2B companies.

Meghan Medlock

Senior Director, Committees and Conferences ANA