ANA Business to Business Members-Only Conference @ Wells Fargo

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Challenges Facing B2B Marketers

Driving business growth is one of today’s key challenges for B2B Marketers given most have to deal with steady or declining marketing budgets, while others face increased difficulty with implementing a great customer experience marketing initiative. Additionally, building B2B brands today require marketers face the fact that strengthening brand awareness among their customers’ customers will protect them against lower-priced competitors.

Surprising to some, just like consumers, business buyers’ purchase decisions tend to be a lot less value-driven than they like to think. Professional buyers use the vendor’s reputation as a short cut that reduces risk and simplifies the evaluation process.

At this conference you will hear from B2B marketers who are driving business growth by honing their strategic direction, by generation strong B2B branding programs, and those who have found focusing on customer satisfaction and loyalty returns great dividends.

Agenda

TIME	EVENT DETAILS	LOCATION
Wednesday, April 25, 2018
8:45am	Breakfast
9:30am	General Session Begins
	Igniting Innovation Initiatives Innovation is at the heart of growth, and driving a successful innovation marketing strategy is key to continued success. In this session, learn how Adobe advances innovation initiatives across its enterprise business. Hear a case study about one of Adobe’s organically grown businesses, discover B2B strategies to launch new in-house products and ventures, and learn how to overcome internal roadblocks to achieve success. Kellie Krug SVP, Head of Wholesale Marketing Wells Fargo & Company Andrea A. Boscoe Senior Vice President Integrated Marketing, Wholesale Banking Wells Fargo & Company Laura Sullivan Senior Vice President, Wholesale Marketing Strategic Insights Wells Fargo & Company View Event Recap
	The Rise, Fall and Rise of Marketing Technology Recent Gartner research shows that marketing technology is on average consuming 22% of enterprise marketers budgets — on par with media, people and services. Yet, a 2017 study revealed that only 15% of marketers believe they are among the “most successful marketers” who are using modern martech effectively. Why are so many marketers still struggling to realize martech’s potential at a level that’s commensurate with their investment? As they struggle, are they falling behind in preparedness for the next major movement forward: the adoption of AI and other imminently emerging technologies; as well as the renaissance in iconic creativity in the form ideas and experiences that deliver emotional impact along the buyer journey? At this session, Tom Stein and Ted Kohnen of global B2B agency Stein IAS will lay out the path forward for marketers seeking to master Modern Marketing and step ahead into B2B marketing’s Post-Modern age. Tom Stein Chairman/Chief Client Officer Stein IAS Ted Kohnen Managing Partner Stein IAS
11:10am	Networking Coffee Break
11:35am	Tighten Your Briefing Process; Increase Your Marketing Effectiveness If you haven’t asked yourself lately “Is our scope of work process and briefing of agencies strong enough?” you may be missing out on the opportunity to get better output from your agencies and better mileage from your budget. Writing better SOWs and briefs is about better work and eliminating waste that results from poor guidance and projects that zig zag unnecessarily. In this presentation Bruno will demonstrate that poor scoping and briefing is the primary source of marketer’s inefficiencies and misguided efforts as highlighted in a recent study where 73% of agencies claimed that clients provided poor guidance. Learn specific steps you can take to elevate your SOW and assignment brief process and how these simple techniques will help you drive your costs down and make you a client your agency will want to do great work for. Bruno Gralpois Co-Founder & Principal Agency Mania Solutions View Event Recap
12:20pm	Luncheon
1:05pm	Distinguishes Your Brand Through Thought Leadership For B2B marketers, leveraging content that positions their brands as thought leaders on issues important to their customers is a critical piece of the overall marketing mix. Getting this right requires brands to think and act more like publishers or programmers: choreographing content, social, and technology strategies that infuse customer experiences with new levels of brand utility. Steve Sonnenfeld will outline the range of ins, outs, and keys to positioning your brand to achieve thought leadership success. He will also discuss what brands and marketers have discovered that resonates with customers in a relatable and ultimately profitable way – specifically why relevant content must become a major part of the marketing campaign. Stephen Sonnenfeld VP, Global Creative Director Thomson Reuters View Event Recap
2:00pm	Conference Adjournment

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.