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Engage - Day 1






Wednesday Sponsor:


11:00 a.m.-12:00 p.m.
Networking Lunch

Get a quick start on networking—and be assured of a good seat for Beth Comstock's lead-off keynote—by arriving well before 12 noon for a light lunch (sandwiches, soup), courtesy of BMA.

12:00 p.m.-12:10 p.m.
(Zurich Ballroom)

Hear brief opening remarks from the organizer and host of last year's "UNlearn" conference and this year's "Engage" conference about how to get the most out of the 2010 program.

Gary Slack, Chairman, BMA Follow Gary Slack on Twitter

12:10 p.m.-12:30 p.m.
Scene-Setting Remarks
(Zurich Ballroom)

The Critical Role of Engagement in B-to-B Marketing”
"Engagement is critical to how we move forward in business marketing," says Fred Wiersema, who advanced the notion of "customer intimacy," resulting in the best-selling The Discipline of Market Leaders and Customer Intimacy. Fred will ground attendees in the meaning of "engagement" and discuss its importance in connecting emotionally with customers to build trust and get them to open up and want to do business with you. He will weave in new knowledge about "engagement" from an extensive senior-marketer survey conducted exclusively for BMA by SPSS, an IBM company.

Fred Wiersema, noted business strategist, ISBM Fellow and author, The Discipline of Market Leaders and Customer Intimacy

12:30 p.m.-1:30 p.m.
General Session Keynote

(Zurich Ballroom)

“What's New In Customer and Employee Engagement at GE”  Join the discussion at Join "What's New in Customer and Employee Engagement at GE" on LinkedIn
Kicking things off, GE CMO Beth Comstock will discuss initiatives under way at GE to better "engage" internal and external audiences worldwide. She will touch on GE's efforts to drive innovation, one of the best forms of engagement imaginable. She also will discuss digital customer communications experiments under way at the business-unit level, the Healthymagination initiative, GE's internal "Gold Standard" marketing excellence program and the re-launch of MarkNet, an online community that connects and engages GE's marketing professionals around the world.

Beth Comstock, Chief Marketing Officer, General Electric Follow Beth Comstock on Twitter

1:30 p.m.-2:00 p.m.
Networking Break

2:00 p.m.-3:30 p.m.
General Session Panel
(Zurich Ballroom)

“Engaging the Business Buyer of the Not-Too-Distant Future”
To effectively engage business buyers, b-to-b marketers need to understand how they think, how and where they gather information to make buying decisions and what issues influence both their rational and emotional buying behavior. In this very special general session, Bloomberg BusinessWeek Senior Editor and Content Chief Diane Brady will lead six experts in an extended discussion of how much more digital, mobile, tablet-minded and environmentally, socially and globally conscious business buyers of the near-term future will very likely be.


Diane Brady, Senior Editor and Content Chief, Bloomberg BusinessWeek Follow Burt Helm on Twitter


Gord Hotchkiss, CEO, Enquiro, and author, The BuyerSphere Project: Understanding B2B Buyer Patterns Follow Gord Hotchkiss on Twitter

Jeff Killeen, CEO, GlobalSpec

Charlene Lake, Chief Sustainability Officer and Sr. VP, Public Affairs, AT&T

Jeff Lavers, Vice President, Marketing, Sales and Communications, 3M

Jim Lecinski, Managing Director, U.S. Sales & Service, Google Follow Jim Lecinski on Twitter

Ira Silberstein
, Vice President, Product Development,

3:30 p.m.-4:00 p.m.
Networking Break

4:00 p.m.-5:00 p.m.
General Session Keynote
(Zurich Ballroom)

“Engaging End Users to Create System-Wide 'Pull'"
Much like Intel, NutraSweet and Dolby, among others, Boeing's commercial airplanes business unit has deployed a variation of the classic "branded ingredient strategy" to build interest in and excitement about its new Dreamliner airplane with both its direct airline customers and their customers—airline passengers. This multi-year effort to romance end users is a joint effort of Boeing and its airline customers, and it is working to create system-wide "pull" and demand for the Dreamliner. Hear Rob Pollack, the architect of this multi-year effort, tell this fascinating story.  

Robert Pollack,Vice President of Advertising, Brand and Market Positioning, Boeing Commercial Airplanes

5:00 p.m.-6:00 p.m.
“Engage with the Exhibitors Networking Reception, sponsored by
As a service to conference attendees, BMA has authorized 25 leading b-to-b marketing and media services providers to take tabletop exhibits lining the inside perimeter of the Swissotel's Grand Ballroom, the central location for all of the BMA conference's general sessions.

By being in the main meeting room, exhibitor attendees will be able to hear and learn from the conference sessions, helping align their conference experience with that of other attendees. Please take advantage of their proximity to learn about the valuable services they provide. 

6:00 p.m.-7:00 p.m.
BMA Awards Gala, sponsored by Kodak

1st Annual B2 Awards

Please join us for the presentation of the 1st Annual B2 Awards, which BMA introduced this year to replace the antiquated 32-year-old Pro-Comm Awards program. The B2 Awards have both marketing strategy and marketing communications categories, address many more audiences and have been significantly expanded and modernized in other ways.

41st Annual G.D. Crain Jr. Award

After the B2 Awards presentation, Rance Crain, president and editorial director of Crain Communications, will present the annual G.D. Crain Jr. Award, established in 1969 to honor Crain Communications Founder G.D. Crain, Jr., and recognize a BMA member for both career achievement in business-to-business marketing and exceptional service to BMA.

Rance Crain, President and Editorial Director, Crain Communications, and son of G.D. Crain, Jr.

7:30 p.m.
2nd Annual BMA Marketing Leader Dinners, sponsored by GlobalSpec.
In their second year, last year's very popular Marketing Leader Dinners will expand from 20 to 30 at fine restaurants across Chicago. These dinners, each seating 10 registered conference attendees, will be hosted by BMA national and chapter board members, conference speakers and senior marketing leaders from Chicago and around the country. BMA will ensure each dinner group is a cross section of attendees based on geography, industry, type of firm and functional role. As dinner hosts are recruited, BMA will list their names here.

Dinner Hosts (partial list, being added to daily)

Restaurants that will be host sites for Wednesday evening Marketing Leader Dinners include:

Click here for Thursday, June 3, agenda.

Click here for Friday, June 4, agenda.

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