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Unleash - Day 3



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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!

7:30 a.m. - 8:30 a.m.
Networking Breakfast
(Sheraton 1, 2, & 3)

8:30 a.m. - 9:30 a.m.
General Session Keynote
(Chicago Ballroom)

"Unleash Your Mobile Reach and Make Connections Like Never Before"

If used correctly, Mobile Marketing Association (MMA) Global CEO Greg Stuart believes mobile could well be the marketing channel of the next decade. Yet b-to-b marketers, in general, are well behind their b-to-c counterparts in embracing mobile—and very possibly behind many of their own customers. Drawing from an exclusive research study conducted by BMA and MMA, 100 mobile case studies and research against $1 billion in ad spending, Stuart will outline how b-to-b marketers can "mobilize" their brands and quickly move down the path to successful mobile b-to-b marketing.

Greg Stuart, Global CEO, Mobile Marketing Association, and author, What Sticks 

9:30 a.m. - 10:15 a.m.
General Session Keynote
(Chicago Ballroom)

"Unleash Your B-to-B Media Partners"

B-to-b media companies always have provided b-to-b marketers and agencies with unparalelled access to vertical audiences through advertising, databases, events and PR. These days, many media firms are adding more marketing services capabilities, including social media, mobile solutions and content marketing programs to generate and nurture leads. Some media firms, like Meredith and Penton, have even acquired outside agencies. Learn how b-to-b media are becoming even more potent marketing services partners and how to unleash the new value they bring.


Michael Marchesano, Managing Director, Jordan, Edmiston Group, Inc.


Dean Horowitz, eMedia & Market Intelligence, Vance Publishing   

Kim Paulsen, Senior Vice President, Penton Media

Mitch Rouda, President, e-Media, Farm Journal Media 

10:15 a.m. - 10:30 a.m.
Networking Break

10:30 a.m. - 11:30 a.m.
General Session Keynote
(Chicago Ballroom)

"Unleash Your Data"

Whether used for market segmentation, lead generation, nurturing, customer relationship development or analytics leading to customer insight, data can account for 50-70% of the success of a marketing campaign. But building, managing and successfully using an accurate b-to-b database is one of the most daunting tasks marketers face in today’s data-filled world. With years of experience and their share of missteps and successes, panelists will share at least five tips and techniques to unleash your data and apply the power of customer insight to your marketing programs.


Theresa Kushner, Director, Customer Intelligence, Cisco  


John Coe, President and Co-Founder,, and author, The Fundamentals of Business-to-Business Sales & Marketing

Darryl McDonald, Executive Vice President, Business Development and Marketing, Teradata

Bill Romenesko, Global CDM Senior Manager, Dell 

11:30 a.m. - 12:30 p.m.
General Session Keynote
(Chicago Ballroom)

"Unleash Your Creativity"

If you don’t have big bucks, you’d better have big ideas, Bob Thacker routinely tells audiences. Faced with competitors who outspend OfficeMax by 2-3x, Thacker and his team have unleashed one impressive creative campaign after another, including the “Elf Yourself” viral marketing phenomenon. He credits the success of these efforts to a philosophy that big ideas can trump big budgets and that the best ideas don’t always arise in the marketing department. Learn more about how Thacker and OfficeMax unleash creativity by bringing together the best ideas from all stakeholders.

Bob Thacker, Senior Vice President of Marketing and Advertising, OfficeMax

12:30 p.m. - 12:45 p.m.
Wrap-Up and Adjournment

1:00 p.m. - 3:00 p.m.
Post-Conference Workshop (separate registration)
(Room TBD)

"Unleash Your Personal Brand on LinkedIn"

If you haven’t unleashed yourself on LinkedIn, you and your company may be at a competitive disadvantage vs. competing firms with a stronger combined brand presence on LinkedIn. Join LinkedIn expert J.D. Gershbein for a two-hour “all killer, no filler” workshop on how to maximize your discoverability on LinkedIn and how and why presenting a stronger personal brand to the world helps strengthen your company’s brand, too. You also will learn about the growing array of tools LinkedIn provides to support your demand-generation initiatives.

J.D. Gershbein, CEO, Owlish Communications 

Click here for Wednesday, June 1, agenda.

Click here for Thursday, June 2, agenda.

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