Join Suzanne Martin, BMA/Chicago chapter president and newly minted entrepreneur, as she leads (for the 4th year in a row) an early walk or run along the Lake Michigan lake front, just a few blocks from the Swissotel. No need to sign up—just assemble in the Swissotel lobby before 6 am (hey, the sun will have been up since 5:30 am!) for calisthenics before heading over to the lake front.
8:00 a.m. - 8:45 a.m.
General Session Keynote
"Become a B2B Marketing Superstar with Social Media Lead Generation"
With social media, b2b marketers have a golden opportunity to drive revenue in a way that will transform them—and their companies. Social media marketing provides marketers both rich data and the promise of sizable enough reductions in marketing spend to forever change how they and their firms look at and invest in demand generation programs. This presentation from the authors of one of the first books about social-media lead generation will provide b2b marketers with actionable advice on leveraging social media platforms and insight into effective b2b social media strategies.
8:45 a.m. - 9:45 a.m.
General Session Panel
"Ideas that Grow"
Great creative work is no longer simply expressed in the cleverness of a slogan, the elegance of production values or the work's obedience to brand standards. Marketing communications must now be powered by ideas big enough to span geography and cultures, survive handing by nearly everyone in the creative process and travel through a wider variety of channels. Christoph Becker and a panel of the creative rock stars behind some of the b2b marketing world’s most powerful work will explore what it takes these days to move the creative needle to generate business results and growth.
10:15 a.m. - 11:00 a.m.
General Session Keynote
"Ending the War Between Sales and Marketing"
Both sales and marketing are facing difficult challenges that require new approaches to how companies integrate the elements of their revenue-generating efforts. In this session, renowned b2b sales authority Neil Rackham will explore how the need to create more customer value is changing the b2b sales world, how selling is splitting into two distinct business models, how the escalating cost of pursuing large sales opportunities is changing the role of marketing and how some leading b2b players are changing the traditional boundaries between sales and marketing.
"Delivering GE’s Customer Promise: Differential Value Proposition (DVP) Case Studies and Learning"
As a follow-up to his Wednesday afternoon keynote address, GE's Steve Liguori will team up with Jerry Alderman of Valkre Solutions to share learning and case studies from their DVP journey. Learn how GE is using DVP to align all GE functions with customers, giving them a voice (and quantifying that voice and backing with process rigor), delivering plans and accountability to direct investments and growth and putting marketing squarely in the middle of every growth conversation. All from this simple question, “Are your customers making more money doing business with you?”
"From Advertising to Apps to Activation: Mobile’s on the Move in the B2B Mix"
While the focus on social continues unabated, b2b marketers are putting even stronger emphasis on mobile marketing. The reasons are clear: business decision makers and influencers increasingly consume information on multiple mobile devices. In turn, media venues, technologies and varied mobile marketing applications are now ready for prime time. This expert panel brings together leaders in mobile advertising and marketing to address the immediate opportunities and challenges of going mobile and growing businesses and brands through the new “channel of choice.”
"Why Should Consumer Brands Have all the Fun? Game Development for B2B Brands"
Games have become an essential part of the brand experience and increasingly important as a strategy to engage customers as part of a sales process. This panel of two b2b marketers and a game developer will look specifically at game opportunities for marketers and how game mechanics can be incorporated into campaigns in order to create deeper customer involvement. The panel also will discuss the unique dynamics of b2b marketing—such as the need for in-depth education—and their impact on game development and the end user experience.
"Exposure to Closure: The ABCs of Demand Management"
Led by one of our profession's top demand-gen experts, this panel will share the latest strategies, tactics, and technologies to increase awareness, drive demand, generate more qualified leads, close more sales and boost ROMI. You will learn how to combine inbound and outbound marketing tactics to generate better results. You’ll hear about proven lead generation and lead nurturing strategies that result in more qualified, sales-ready leads. And you’ll learn how to automate marketing campaigns to turn your prospects into customers or up-sell, cross-sell or re-sell your existing customers.
"Show Me the Money: Turning Customer Insights into Commercial Growth"
As b2b marketers, we know the most effective business growth strategies come from a deep understanding of our companies’ markets, competitors and customers. In fact, customer insights form the foundation for sound business-to-business decision-making and for establishing priorities to drive business growth. This panel is for marketers who would like to better understand how to use customer insights to shape organizations and product/service portfolios, how to use customer insights to develop growth strategies and how to best capture and interpret customer insights.
Dr. Adrian Rantilla, Manager, Enterprise Insights & Analytics, Deere & Company
12:30 p.m. - 1:45 p.m.
(Overflow - Grand Ballroom II and III)
Luncheon and Keynote Address
"The Art of Changing Minds, Hearts and Actions"
Marketers don’t talk about this subject enough, but the reality is that it is almost impossible to change people’s minds, not to mention actions. But changing minds and actions is key to business development and growth. That’s why we’ve invited tech visionary, author and former Apple chief evangelist Guy Kawasaki to keynote GROW’s main day luncheon. Guy will speak to the themes in his two most recent books, Enchantment and What The Plus?, a book about Google+ and his first product-focused book since 1987’s The Macintosh Way.
2:00 p.m. - 2:45 p.m.
General Session Keynote
"Status Quo Beatdown: Defeat Your Biggest Competitor in Marketing and Sales"
As a b2b marketer or salesperson, you likely assume that you are engaged in a head-on war against your traditional competition—other suppliers and providers, incumbents or not. In reality, however, there is a third and far less-often anticipated enemy—the status quo or inertia. To truly grow your company's business, you need to understand the root causes of the status quo barrier, learn how to defeat those causes and then create positioning and messaging for your demand-gen campaigns and conversations that break through to create more opportunities and more wins.
2:45 p.m. - 4:00 p.m.
Four B2B Thought-Provokers in 60 Minutes
Inspired by the TED® conference, BMA has carved out two hour-long sessions (the 2nd late Friday morning) packed with four leading b2b thought leaders apiece delivering pointed and provocative POVs in the space of just 15 minutes. This first session features exclusively prepared commentary by the dean of the b2b marketing profession, one of the marketing world’s most prolific authors and speakers, a highly regarded b2b CMO who’s been in his job 12 years and the former VP of conversations and communities at Dell and an expert on b2b social commerce.
"Changing B-to-B Practices through the Decade of Social"
"Creating Customer Conversations That Win: How to Implement a Successful Sales Enablement Strategy"
Depending on how you approach this emerging concept, sales enablement can either seem like a big challenge or a big opportunity. In this session, you will obtain a global view of sales enablement nest practices to better understand the process, the role marketers can play and how to ultimately implement a successful strategy. You also will learn how to create conversations with prospects and then enable salespeople to carry through consistent, high-impact conversations that differentiate and communicate value once you pass that lead to them
"Ignite the B2B Pipeline with Account-Based Marketing"
One of the hottest trends in b2b marketing is “account-based marketing,” where marketing and sales team up to start or accelerate a buy cycle with single target prospects or customers, usually “whales” or highly desirable customers whose doors their company has not been able to knock down. In this session, you will hear real-life cases of how b2b firms are using “ABM” to break through to strategic prospect accounts, retain and grow customer relationships, penetrate other divisions of large customer organizations and nurture and accelerate the buy cycle with key prospects.
For many b2b firms, no set of decisions has more direct impact on profitability than a firm’s pricing decisions, but many b2b marketers are clueless or relatively uninvolved in making pricing decisions. Strangely, pricing is outside the sphere of marketing in many firms. In this session, a b2b pricing expert will lead a panel of b2b pricing execs in a discussion of key pricing issues business marketing executives should be aware of to help grow pricing power. Issues like how firms should arrive at prices, when they should give a discount and how pricing decisions should be managed?
"Leveraging Customer Intelligence and Dashboards to Analyze, Optimize and GROW"
Traditional push campaigns, last click attribution and siloed channel marketing are relics. Companies that use customer intelligence to create meaningful one-to-one conversations at scale will win. See how pioneering integrated digital marketers are closing the marketing loop. Some use big data: tracking from first touch to last through marketing automation to CRM and ultimately to sale. Some use dashboards to measure the unique roles of tactics in the funnel, going beyond justification to optimization. Learn how to build an analytical foundation to help grow strong customer relationships.
"Generating Demand Person by Person: What's New and Working in Face-to-Face Marketing"
Fairfax Cone, the progenitor of today's draftfcb, once said, "Marketing is what you do when you can't go see somebody." Yet, 50 years later, in this most digital of ages, face-to-face (FTF) marketing remains the #1 line item in many b2b marketers’ budgets. For good reason: FTF marketing still delivers plenty of ROI. Hear how Cisco invests for growth in regional, national and global conferences targeting CIOs and senior IT execs. And hear about the latest trends in FTF marketing from Freeman, a company uniquely positioned to see what’s working today and what’s not.
In partnership with the CMO Club, BMA will host a "Meet the CMOs" networking party following the breakouts. As you re-enter the Zurich Ballroom, you will see it transformed into a scene much like a political convention, with demarcated areas for 10-20 participating CMOs to "hold court" and meet and greet GROW attendees. Sponsored by GlobalSpec and LinkedIn, the event also will celebrate BMA’s ninetieth anniversary, with videos playing across the 39' x 12' video wall. LinkedIn will provide a "Head Shot Station" photo booth and advisors to help GROW attendees spiff up their profiles.