request.ancestors = 5680,5680,5680,5680,5680,5680,5680,5680,5680,5680,5680,5680,5680,5680,5680,5680,5680,5680,5680,5451,5559
session.lev = 4
session.chaptersite = 0
session.chapterroot = 1
session.chaptername =
session.homePageLayout = 0

GROW - Day 2 - Thursday, May 31

Home      Attendees      Sponsors      Hotel      Registration Info      Social Media
Agenda - Wednesday, May 30    Agenda - Thursday, May 31    Agenda - Friday, June 1

Title Sponsor:


Thursday morning sponsor:

6:00 a.m. - 7:30 a.m.

Fun Run/Walk

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.

7:00 a.m. - 8:00 a.m.
Buffet Breakfast, sponsored by:

8:00 a.m. - 8:45 a.m.
General Session Keynote
(Zurich Ballroom)

"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.


Kipp Bodnar
, Inbound Marketing Strategist, HubSpot, and co-author, The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More

Jeffrey Cohen, Social Strategist, Radian6, a company, and co-author with Bodnar, The B2B Social Media Book

8:45 a.m. - 9:45 a.m.
General Session Panel
(Zurich Ballroom)

"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.


Christoph Becker
, Chief Executive Officer/Chief Creative Officer, gyro


David Korchin
, Senior Partner, Group Creative Director at OgilvyOne Worldwide

Evelyn Neill, Executive Creative Director, Doremus

Jennifer Wood
, Group Creative Director, Euro RSCG

9:45 a.m. - 10:15 a.m.

Networking break

10:15 a.m. - 11:00 a.m.
General Session Keynote
(Zurich Ballroom)

"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.


Neil Rackham
, the “Professor of Professional Selling,” developer of the SPIN selling system and author, Rethinking the Sales Force.

11:15 a.m. - 12:15 p.m.


Session 1
(Vevey I)

"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?”


Karen Dougherty, Director, Value Creation, GE

Jerry Alderman
, Chief Executive Officer, Valkre Solutions, Inc., and co-author,
Winning with Customers: A Playbook for B2B and Beyond Six Sigma: Profitable Growth through Customer Value Creation


Mitch Higashi, Head of Health Economics and Outcomes Research, GE Healthcare


Fritz O'Connor, Director, Marketing Strategy, GE

Session 2
(Vevey II)

"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.”


Tom Stein
, President and Chief Creative Officer, Stein + Partners Brand Activation, and National BMA Board member


Jordan Greene, Principal/Mobile Media, Mella Media

Bill Stolpe
, Director of World Wide Marketing Programs & Digital Marketing, IBM

Jason Young
, CEO, Crisp Media

Session 3
(Vevey III)

"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.


Phil Johnson
, Chief Executive Officer, PJA Advertising + Marketing, BMA New York Chapter Board member


Catherine Derkosh, Marketing Communications Director, Siemens Industry, Inc.

Amy Shah
, Vice President of Marketing, TE Connectivity

Steve Curran
, Founder, Pod Digital Design

Session 4
(Vevey IV)

"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.


Mac McIntosh
, Partner, Acquire B2B


Kevin Espinosa
, Social Media Marketing Manager, Caterpillar Inc.

Maria Pergolino
, Senior Director of Marketing, Marketo

Matt Preschern, Vice President, North American Demand Programs, IBM

Session 5
(Grand Ballroom I)

"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.


Erik Long
, Principal, ZS Associates


Mike Cerilli, Vice President, Marketing, Navistar

Joshua Rossman, Senior Director, NPS, Marketplaces, eBay

Dr. Adrian Rantilla, Manager, Enterprise Insights & Analytics, Deere & Company

12:30 p.m. - 1:45 p.m.
General Session
(Zurich Ballroom)
(Overflow - Grand Ballroom II and III)

Luncheon and Keynote Address

Luncheon sponsor:

"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.


Guy Kawasaki, author, blogger and tech visionary; founder of Garage Technology Ventures, former chief evangelist, Apple; contributing writer, American Express Open Forum; and author, Enchantment: The Art of Changing Hearts, Minds and Actions and What the Plus?


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

Thursday afternoon sponsor:

2:00 p.m. - 2:45 p.m.
General Session Keynote
(Zurich Ballroom)

"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.


Tim Riesterer, Chief Strategy and Marketing Officer, Corporate Visions, and author, Conversations That Win the Complex Sale: Using Power Messaging to Create More Opportunities, Differentiate Your Solutions and Close More Deals and Customer Message Management: Increasing Marketing's Impact on Selling. Click here to view Tim's GROW video.

2:45 p.m. - 4:00 p.m.
General Session
(Zurich Ballroom)

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"

Ralph A. Oliva, Executive Director, Institute for the Study of Business Markets

"Tell the Truth"

Jonathan Salem Baskin, author, Tell the Truth: Honesty is Your Most Powerful Marketing Tool

"Social/Viral: The Next Great Corporate Communications Weapon To Drive Growth"

Lisa Burns, Director, Corporate Marketing & Branding, Corning Incorporated

John Mannion, Executive Vice President, Director of Client Relations, Doremus

"Pre-Commerce and the Future of Social Commerce"

Bob Pearson, Chief Technology & Media Officer, WCG, and author, Pre-Commerce

4:00 p.m. - 4:30 p.m.

Networking Break

4:30 p.m. - 5:30 p.m.


Session 1
(Vevey I)

"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


Tim Riesterer, Chief Strategy and Marketing Officer, Corporate Visions, and author, Conversations That Win the Complex Sale: Using Power Messaging to Create More Opportunities, Differentiate Your Solutions, and Close More Deals and Customer Message Management: Increasing Marketing's Impact on Selling. Click here for Tim's GROW video.


Ken Powell, Vice President, Global Sales Enablement & Learning, Sunguard

Tracey S. Fanelli
, Senior Vice President of Marketing and Communications, Wells Fargo

Todd Sims
, Senior Director, Communications, Omnicell

Session 2
(Vevey II)

"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.


Lauren Goldstein
, Vice President, Strategic Planning, Babcock & Jenkins


Andrea Ogg, Senior Marketing Manager - Integrated Marketing, CenturyLink Business

George Stenitzer, Vice President of Corporate Marketing and Communications, Tellabs

Session 3
(Vevey III)

"Grow Your Pricing Power"

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?


Tim Smith, PhD, Managing Principal, Wiglaf Pricing, and author, Pricing Strategy


Lee Halverson
, Director of Pricing, W.W. Grainger

Kerry Nedic,CPP, Director of Pricing and Technical Support, Emerson EGS Electrical Group

John Suparman, Pricing and Value Proposition Manager, PPG Industries - Fiber Glass

Session 4
(Vevey IV)

"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.


Sam Eidson, Partner, 90octane

Thad Kahlow, CEO, BusinessOnline

Session 5
(Grand Ballroom I)

"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.


John Obrecht
, Editor-in-Chief, BtoB and Media Business magazines, Crain Communications Inc.


Carrie Freeman Parsons, Vice Chair, Freeman

Gene Hall, Director, Enterprise Segment Marketing, Cisco

Tony Lorenz, Founder, bXb Online

5:30 p.m. - 7:30 p.m.
Evening Networking Event
(Swissotel, Zurich Ballroom)

Sponsored by:

"Meet the CMOs"

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.

Click here for Wednesday, May 30, agenda.

Click here for Friday, June 1, agenda.

Presenting Sponsor:

Speaker's Bureau BMA BUZZ BMA Marketing Opportunities

Here you can find a speaker, or make yourself available to speak on your areas of expertise.
Learn more >

Get the latest BMA and B-to-B related insights from the BMA Buzz, the official BMA e-newsletter or daily updates from the BMA SmartBrief.
Learn more >

BMA offers a wide variety of marketing opportunities for you to reach this very influential, highly specialized audience of B-to-B marketers.
Learn more >