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Unleash - Day 2



Title Sponsor:

Sponsored by:

6:00 a.m. - 7:00 a.m.
Fun Run/Walk Along Lake Michigan

Rise early for a walk or run along the Lake Michigan lake front, just a few blocks from the the Sheraton Hotel, with Suzanne Martin, Chief Marketing Officer, Savo Group, and incoming BMA Chicago Chapter President. Meet in the hotel lobby at 6:00 a.m. sharp. You'll have a chance to network on the walk to the lake and then burn off some calories!

7:00 a.m. - 8:00 a.m.
Networking Breakfast
(Sheraton 1, 2, & 3)

8:00 a.m. - 9:00 a.m.
General Session Keynote
(Chicago Ballroom)

"Unleash the Zero Moment of Truth"

Your audiences initiate connections with your brand long before they make a purchase decision. These connections, which include search queries, reviews, site visits, video views and more, influence whether users eventually select your brand or a competitor's brand. Drawing on information from a soon-to-be-published e-book, which all Unleash attendees will receive, Google’s Jim Lecinski will unveil new research about what Google calls the Zero Moment of Truth (ZMOT) and share fresh strategies to help you win and unleash your own b-to-b ZMOT.

Jim Lecinski, Managing Director, Google  

9:00 a.m. - 10:00 a.m.
General Session Keynote Panel
(Chicago Ballroom)

"Unleash Your Sense of the Workplace: Breaking Through the Work and Home Life Blur"

Work is no longer performed in a time or space. It is now a state of mind. Technology, performance pressure and a 24/7 global economy have removed the boundaries that once distinguished being at work from being at home. An upside is that decision makers are engagement-ready more hours of the day, days of the week and weeks of the year. A downside is that attention spans are more fragmented and elusive than ever. This distinguished panel will explore the dynamics of "weisure," the convergence of working and homeing, and its impact on b-to-b marketing.


Rick Segal, Worldwide President & Chief Practice Officer, gyro, and national
BMA board member 


Dr. Dalton Conley, Senior Vice Provost and Dean for Social Sciences, NYU, and author, Elsewhere
USA: How We Got From the Company Man, Family Dinners and the Affluent Society to Home Offices, BlackBerry Moms and Economic Anxiety

Eduardo Conrado, Senior Vice President and Chief Marketing Officer, Motorola Solutions, and national BMA board member  

Maggie Jackson, author of the Boston Globe's popular "Balancing Acts" column and two relevant books, What's Happening to Home: Balancing Work, Life and Refuge in the Information Age, and Distracted: Erosion of Attention in the Coming Dark Age 

Johnna Torsone, Executive Vice President & Chief Human Resources Officer, Pitney Bowes Inc.

10:00 a.m. - 10:30 a.m.
Networking Break

10:30 a.m. - 11:45 a.m.
Morning Breakout Sessions

(Sheraton 1)

"Unleash Your Purpose"

At “Engage 2010,” Motorola’s Eduardo Conrado and Siegel & Gale’s David Srere argued (quite persuasively) that it’s time to bury mission statements and align employees under a powerful sense of organizational purpose. Since last June, as Motorola has split into two firms, Motorola Solutions has rebranded internally and externally on the following core purpose—to “innovate to mobilize and connect people in the moments that matter.” Taking up where Eduardo and David left off, Gary Van Prooyen will describe the development, launch and initial results to date from this effort.

Gary Van Prooyen, Sr. Director of Global Brand & Creative, Motorola Solutions 

(Sheraton 2)

"Unleash Your Agency"

Led by Emerson CMO Kathy Button Bell, a senior corporate marketer with years of experience directing and managing marketing communications agencies, this session will feature four highly respected national b-to-b marketing agency leaders who will discuss what their best clients do to bring out their best. Whether you hire and manage agencies today, or might in the future, learn how to manage one of the most valuable assets you’ll ever have and how to unleash their talent to maximize the contributions they make to your organization and to your career.


Katherine Button Bell, Vice President and Chief Marketing Officer, Emerson, and national BMA board member  


John Favalo, Managing Partner, Director of Business-to-Business, Eric Mower & Associates, and national BMA board member  

Howard Sherman, President, Doremus & Co., and national BMA board member 

Tom Stein, President & CEO, Stein Rogan + Partners, and national BMA board member 

(Sheraton 3)

"Unleash Your Business Creativity"

Led by a well-known senior marketing executive and author with experience leading marketing and customer innovation, this session will explore the myriad of ways creativity is being used to deliver business results with impact. The session will explore ways you can use creativity to unlock the potential of your organization and drive growth. Three experienced senior marketing executives from Dow Corning, Parker Hannifin and GlobalSpec will share how creativity has been unleashed in areas such as strategic marketing, customer value propositions and pricing to drive business results.


D. Keith Pigues, Senior VP and Chief Marketing Officer, Ply Gem, and author, Winning with Customers: A Playbook for B2B   


Chris Chariton, Senior Vice President of Product Management & Supplier Marketing, GlobalSpec  

Adrian Joseph, Director of Strategic Marketing, Parker Hannifin

Randall Rozin, Global Director, Brand Management & Communications, Dow Corning 

(Huron Room)

"Unleash Your Brand"

Whether it’s your company brand or a product brand, every marketer wants their brand launches and refreshes to resonate with their internal and external audiences. In this session, moderated by the dean of the b-to-b marketing press, you will learn how three well-known and leading b-to-b brand marketers—an office equipment manufacturer, a building products manufacturer and a commercial cleaning, sanitation and hygiene solutions provider—have consistently unleashed and leveraged strong branding programs to stay well ahead of commodity and private-label competitors.


Kate Maddox, Executive Editor, BtoB  


Jeanine Gaffke, Global Marketing Communications Director, Diversey 

Linda McGovern, Director, Marketing, USG 

Maureen Moore, Vice President of Marketing and Communications, Fellowes 

(Erie Room)

"Unleash your Passions at Work"

Work-life balance. Does it really exist? Not according to Lawler Kang, who believes “It’s all life” and whose own life work is dedicated to aligning leaders, teams, and talent to emotionally engage with their work. In a personally revealing story, Kang will illustrate the need for and the benefits of emotional engagement at work. Drawing on his best seller, Passion at Work, he will walk attendees through an exercise to help you learn how to unleash your passions at work. You will leave with a hearty dose of inspiration and the power and happiness of knowing yourself a few iterations better.

Lawler Kang, CEO, Ingage, Inc., and author, Passion at Work: How to Find Work You Love and Live the Time of Your Life  

(Michigan Room A & B)

"Unleash Your Investment in Social Media"

A recent Technology Services Industry Association survey found that 68% of companies don’t know or can’t measure the ROI, if any, from their investments in social media. Most marketers have been focused on finding the right tools when in reality it the approach that is the problem. There are numerous approaches that could deliver ROI from Social Media depending on your organization. In this session the moderator and panelists will discuss ways they have unleashed the power of social media but with an eye toward a good return on investment.


Paul Dunay, Chief Marketing Officer, Networked Insights; former Global Managing Director of Services and Social Marketing, Avaya; and author of Facebook Marketing for Dummies, Social Media and the Contact Center for Dummies and Facebook Advertising for Dummies 


Belinda Hudmon, Senior Director of Integrated Marketing, Motorola Solutions  

Lauren McCadney, Small Business Segment Manager, CDW and Visiting Faculty at University of Texas at Austin  

Sponsored by:

12:00 p.m. - 1:30 p.m.
MarketingMasters Luncheon (in conjunction with BMA Chicago)
(Chicago Ballroom)

"Unleash Your Power"

Seth Godin is on a mission to create a domino effect around the world by reinventing publishing, spreading ideas to people who care and want to get involved. Seth’s latest book, Poke the Box, is all about taking the steps to create from your unique space, right now, right here. With the digital revolution unleashing creativity all around us, this is the perfect time to “unleash your power.” To quote Seth: “This is the best shot you’ve got." Join us for one of the most memorable life events you will ever experience and receive a free copy of Seth’s latest book.


Seth Godin, Entrepreneur, Author  


Michael Krauss, President and Managing Principal, Market Strategy Group LLC 

Sponsored by:

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

2:00 p.m. - 3:15 p.m.
Afternoon Breakout Sessions

(Sheraton 1)

"Unleash Your Front Lines"

You’ve analyzed data, studied customer needs and built solid marketing plans to achieve your company’s goals. Yet much of your success depends on front-line employees—customer service, sales and tech support people—who interact with customers every day. Have they bought into your plans? Will they correctly present your programs and effectively convey your company’s value proposition and brand? And will they provide service that keeps customers coming back. Hear from marketing leaders who have successfully unleashed their front lines to improve business results.


Ian Heller, VP, Marketing and Merchandising, White Cap Construction Supply 


Francois Dufour, Senior Director, Marketing, Recruiting Solutions, LinkedIn  

John Fox, President, Venture Marketing; Chief Marketing Advisor, Mercantec; and author, 99 Questions to Jump Start Your Partner Channel Brain and Marketing-Playbook: Your Definitive Guide to B2B Marketing  

Leigh Segall, Principal, Accelerated Market Strategies and Senior Strategist, Leapfrog Online, and Former Chief Marketing Officer, The SAVO Group 

(Sheraton 2)

"Unleash Your Innovation"

What does more to assure future company growth and prosperity than innovation? Smart innovation, as in products and services that customers will want to buy at premium prices and recommend to others. Hear how GE, National Starch, IBM and Deutsche Telekom North have unleashed profound innovation processes inside their cultures. Learn how these companies, and others, approach and define innovation, how they generate and qualify big ideas, what tools they use, how they manage risk and how they deploy social networks to stoke innovation.


Steve Liguori, Executive Director, Global Marketing, GE 


Tony DeLio, Global Vice President, Marketing & Innovation, National Starch/Corn Products 

Andres Jordan, Vice President, Innovation and Head of Content and New Media Strategies, Deutsche Telekom North

Jennifer Okimoto, Associate Partner, Social Business Leader, S&T Global Center of Competence, IBM Global Business Services 

Jay Paap, President, Paap Associates 

(Sheraton 3)

"Unleash Your Customers"

A revolution is underway in the value customers create. They don’t just purchase anymore—today’s customers will promote you in a dozen ways, they’ll contribute high-value information and knowledge, they’ll freely collaborate to improve your products and services, they’ll get you access to their  C-suite. They’ll help build powerful customer communities, spread positive word of mouth, build your authentic brand and sharpen your strategy. They are literally revolutionizing marketing, sales, product development and strategy. Join us to learn how to tap this “hidden wealth.”


Bill Lee, President, Customer Strategy Group, Customer Reference Forum, Executive Director, the Summit on Customer Engagement, and author of the forthcoming Harvard Business Review Press book, The Hidden Wealth of Customers (Fall 2011)


Carol O'Kelley, Chief Marketing Officer, RedPrairie 

Kathy Seegebrecht, Vice President, Marketing & Brand, Navistar 

Tom Wong, and former Vice President, Customer Marketing Programs,  

(Huron Room)

"Unleash Your Sponsorship Strategy"

More and more b-to-b marketers are creating sports sponsorships, an activity usually associated with consumer brands. After his presentation at BMA's Engage 2010 about Aon’s brand new global sponsorship of Manchester United, Aon’s Phil Clement is back to update us on the first full sponsorship year. Deloitte’s Doug Bade will describe his firm’s sponsorship of the Olympic and Paralympic Games. Learn how these and other firms are unleashing their sponsorship potential to build their brands, unify employees and strengthen relationships with current and potential clients.


Gordon Kane, Founder, Victory Sports Marketing, and former Director of Marketing, United States Olympic Committee


Doug Bade, Regional Managing Principal-Strategic Relationship Management, Deloitte 

Phil Clement, Global Chief Marketing and Communications Officer, Aon Corporation, and national BMA board member 

Michelle Draper, Vice President, Marketing Programs, Charles Schwab  

(Erie Room)

"Unleash Your Inner Expert"

BMA's annual conference is well known for its liberal sprinkling of book authors-speakers. And "Unleash 2011" is no exception. But this panel session—featuring three of 24 (yes, 24!) regional contributing authors to BMA Colorado's just-published Advice From the Top: The Expert Guide to B2B Marketing—takes the cake! With book project leader Rich Carvill moderating, you will hear from three of the book's contributors on the subjects of conversion-driven marketing, telling your company story from the inside out and maximizing your return on marketing investment (ROMI).


Rich Carvill, Principal, True Vine Marketing Communications, and Vice President, Education, BMA Colorado 


Carla Johnson, Principal, Type A Communications, and President, BMA Colorado 

Sam Eidson, Founder, 90octane

Sandra Zoratti, Vice President, Global Solutions, Marketing and Sales, InfoPrint Solutions, a Ricoh Company  

3:15 p.m. - 3:45 p.m.
Networking Break

3:45 p.m. - 4:45 p.m.
General Session Keynote
(Chicago Ballroom)

"Unleashing a Global Powerhouse Brand...In the U.S."

America has faced tough straits of late: a financial crisis, recession, high unemployment and big infrastructure and healthcare needs. Siemens, a global engineering firm, had answers, but to the U.S. public Siemens was almost invisible. Its new brand campaign set out to change that by showing business leaders and policy makers all the things Siemens is doing now…and in America. Using a fully-integrated, multi-channel approach, the company's "Answers" campaign tells the story about Siemens past and present and how it's helping write the story of America's future.


Tom Haas, Chief Marketing Officer, Siemens Corporation 

Bill Stabile, Senior Director, Brand & Marketing Communications, Siemens Corporation

4:45 p.m. - 5:45 p.m.
General Session Keynote
(Chicago Ballroom)

"Unleash the Power of Analytics"

As markets, audiences and commerce engines become increasingly instrumented and interconnected, marketing leaders are discovering the opportunities and challenges of information intensity. Today, CMOs and senior marketing executives have a unique opportunity to radically improve how they optimize and automate market processes and better utilize a wealth of client data to make smarter business decisions. In this session, John Kennedy will address how innovators are taking the guess work out of marketing and bringing new levels of value to their businesses.

John Kennedy, Vice President, Corporate Marketing, IBM 

5:30 p.m. - 8:30 p.m.
10th Annual BMA/Chicago Windy City BizBash

Join us as we celebrate our 10th anniversary of the Windy City Biz Bash.  We are planning some very cool things with augmented reality, glasses free 3D and a new mobile app.  The Windy City Biz Bash is the annual fundraiser and gala for BMA Chicago.  It is comprised of a media auction throughout the spring, and culminates in a grand gala with a silent and live auction.  We are thrilled, once again, to hold the event in conjunction with the BMA international conference. Only steps away from the conference, the Biz Bash will take place from 5:30-8:30p on Thursday, June 2 at the River East Art Center just before the Marketing Leader DinnersRegister early and save.

8:00 p.m.
"8 at 8" Marketing Leader Dinners, sponsored by GlobalSpec.

This year we will produce exactly 20 of our very popular Marketing Leader Dinners, a tradition begun in 2009, all to be hosted by conference speakers and top b-to-b marketing leaders at fine restaurants and clubs all over downtown Chicago.

We have increased the intimacy of the dinners by reducing their size from 10 to eight diners. Already, 112 of the 160 available seats have been filled. There are 48 seats left, and they will go fast, especially when promoted at conference kickoff Wednesday afternoon, June 1. 

BMA takes great care to make sure each group of eight diners is a cross-section of attendees by type of firm (e.g., corporate marketer, agency, consultant, service provider and media provider), gender, geography and longevity in the field. 

There is an extra charge to sign up for a dinner: $95. Click here to register or visit the BMA registration desk Wednesday afternoon, June 1. Registration deadline is Wednesday, June 1, at 5 pm. No exceptions.

Our 20 Marketing Leader Dinner hosts are:

Restaurants that will be host sites for the "8 at 8" Marketing Leader Dinners include:

Click here for Wednesday, June 1, agenda.

Click here for Friday, June 3, agenda.

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