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GROW - Day 1 - Wednesday, May 30

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Agenda - Wednesday, May 30    Agenda - Thursday, May 31    Agenda - Friday, June 1

Title Sponsor:


Wednesday sponsor:

9:30 a.m. - 11:00 a.m.

Pre-Conference Address

"IMC in a Customer-Controlled, Demand-Management World: Old Hat or More Relevant Than Ever?"

For 20 years, integrated marketing communications (IMC) has been a cornerstone of modern marketing. But, some say, digitization and marketing automation have marginalized IMC, relegating it to only a top-of-the-funnel role, relevant only to early-stage hand-raisers. Others say IMC is the integration and alignment of marketing, communication and sales—and therefore, critically important to success anywhere in the funnel. Don Schultz, the globally recognized “father” of IMC, responds to the challenges and outlines why IMC is even more important now than in 1992.


Donald Schultz
, Professor, Emeritus-in-Service, Integrated Marketing Communications,
Northwestern University

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

Light buffet lunch

12:00 p.m. - 12:15 p.m.
Conference Opening
(Zurich Ballroom)

"Welcome, Opening Remarks"


Al Maag, Chief Communications Officer, Avnet, and National BMA Chairman 2011-12

Eduardo Conrado, and Senior Vice President, Chief Marketing Officer, Motorola Solutions, and incoming National BMA Chairman, 2012-13

Hugh Wiley, Publisher, Bloomberg Businessweek, Bloomberg, GROW's title sponsor

12:15 p.m. - 1:00 p.m.
General Session Keynote
(Zurich Ballroom)

"Why Marketing Matters in Developing a Reality- and Performance-Based Culture"

Gain a CEO's firsthand insights into the decision-making process to split an 83-year old iconic company, its re-invention and branding, why outside sources are important and how marketing plays a key role in achieving the next level of success. Greg Brown, chairman and CEO of Motorola Solutions, will share his views on the role that a strong strategic brand framework and cultural identity played in the separation of Motorola in 2011. Chief Marketing Officer and incoming national BMA Chairman Eduardo Conrado will introduce Greg.


Greg Brown, Chief Executive Officer, Motorola Solutions

Eduardo Conrado, Senior Vice President Chief Marketing Officer, Motorola Solutions, and incoming National BMA Chairman, 2012-13

1:00 p.m. - 1:45 p.m.
General Session Keynote
(Zurich Ballroom)

"How Ideals Power Growth"

Drawing on 10 ten years of empirical research involving 50,000 brands, Jim Stengel will get GROW off to a rollicking start by showing how the world’s 50 best businesses enjoy a cause-and-effect relationship between financial performance and the ability to connect with fundamental human emotions, hopes, values and greater purposes. In this informative and inspirational presentation, Jim will discuss how to infuse an organization with the passion needed to win in any market condition and what skills leaders need to attract customers, retain employees and capture market share.


Jim Stengel, President/CEO, The Jim Stengel Company, LLC; former CMO, Procter & Gamble; and author of Grow: How Ideals Power Growth and Profit at the World's Greatest Companies

1:45 p.m. - 2:15 p.m.

Networking break

2:15 p.m. - 3:00 p.m.
General Session Keynote
(Zurich Ballroom)

"Driving Growth Through Transparent Branding"

How do you keep a 122-year-old global manufacturing giant relevant and nimble in this demanding, “always on” world? For a company renowned for no-holds-barred management and game-changing technologies for oil platforms and data centers, being understood and reflecting unvarnished values are proven keys to success and growth. In a discussion on how authenticity, complexity reduction, and corporate integrity can drive organic growth, Emerson’s Kathy Button Bell will trace the roots of her company’s recent rebranding to its latest digital and social marketing campaigns.


Kathy Button Bell, Vice President, Chief Marketing Officer, Emerson, and National BMA Board member

3:00 p.m. - 3:45 p.m.
General Session Keynote
(Zurich Ballroom)

"Growth Through Business-Model Reinvention: The Inside Story of Dow Corning Corporation and its XIAMETER® Brand"

Through its Dow Corning® and XIAMETER® commercial brands, Dow Corning Corporation is conquering the commoditization challenge and has become a textbook example of business-model reinvention. Can this disruptive lifecycle management model work for others? Learn about Dow Corning’s innovative two-brand strategy and how customer intimacy, technology integration and a unique organizational approach have enabled the worldwide silicones leader to profitably serve both high-touch buyers of custom services and lower-touch buyers of standard silicone products.


Brian Chermside, Vice President and Chief Commercial Officer, Dow Corning Corporation

3:45 p.m. - 4:15 p.m.
Networking break

4:15 p.m. - 4:30 p.m.
General Session
(Zurich Ballroom)

"43rd Annual G.D. Crain Jr. Award"

Rance Crain, president 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, Crain Communications, and son of G.D. Crain, Jr.

4:30 p.m. - 5:15 p.m.
General Session Keynote
(Zurich Ballroom)

"Are Your Customers Making More Money Doing Business With You?"

Two years ago, GE generously shared its Gold Standard Marketing Excellence program with the BMA. The company's transformational journey continues, with the launch of two new initiatives—GE Works and DVP—designed to unlock more growth through a heightened focus on delivering on customer promises and helping customers make more money doing business with GE. Ligouri will describe the purpose of GE Works and share GE’s early work with the Differential Value Proposition (DVP), a practical new platform for working and winning with customers.


Steve Liguori, Executive Director Global Marketing, GE, and National BMA Board member

5:15 p.m. - 6:00 p.m.
General Session Keynote
(Zurich Ballroom)

"Using Net Promoter Score To Drive Long-Term Growth and Success"

In The Ultimate Question, Fred Reichheld “boiled the ocean” on his many years of studying and writing about b2b customer loyalty, resulting in Net Promoter Score® (NPS), a simple but powerful measure of the quality of customer relationships and a predictor of a company’s ability to grow. Six years later, thousands of b2b and b2c companies now track NPS, and Fred has just published The Ultimate Question 2.0, which describes how NPS has evolved into a management system and ethos that rivals Six Sigma in its power.


Fred Reichheld, Fellow, Bain & Company, and author, The Loyalty Effect, Loyalty Rules, The Ultimate Question: Driving Good Profits and True Growth and The Ultimate Question 2.0

6:30 p.m. - 10:30 p.m.
Evening Networking Event
(House of Blues, 329 North Dearborn)

"Power (and Get) Down at the House of Blues"

After revving up all day at GROW, power down Wednesday evening at Chicago’s famous House of Blues Music Hall, home base in Chicago to many of the world’s best-known musicians, just a few easy-to-walk blocks from the Swissotel. Enjoy an open bar, hors de oeuvres, hours of live blues music and power networking with hundreds of your fellow b2b marketers from around the U.S. and the world. Sponsored by CNBC and featuring a concoction called the  “CNBC Signature Drink,” this networking lollapalooza (our answer to last year’s Odyssey networking cruise) will be a ball!


Click here for Thursday, May 31, agenda.

Click here for Friday, June 1, agenda.

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