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|Agenda - Wednesday, May 30 Agenda - Thursday, May 31 Agenda - Friday, June 1|
DAY 3: FRIDAY, JUNE 1
6:00 a.m.- 7:30 a.m.
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. - 9:00 a.m.
General Session Panel
"Driving Business Growth Through Global Brand Activation"
Pfizer Animal Health Global Poultry has grown through acquisition to become an international market leader. It is working with BBN International, a global consortium of b2b agencies, to articulate a clearly differentiated future brand identity and coordinate its implementation across global markets. Learn how sophisticated and proven BBN platforms, including Brand Asset Management and Technology Enabled Contact Strategy, are being applied to help create the brand, activate it within the organization and prepare to communicate it through BBN's international network.
9:00 a.m. - 9:45 a.m.
General Session Keynote
"Differentiating the Purchase Experience – Driving Growth by Challenging Customers"
According to new Corporate Executive Board (CEB) research, the primary obstacle to business growth has little to do with the economy and everything to do with long-term shifts in b2b customer buying behavior. Nowadays, how you market and sell products matters much more than the product you sell. And the path to growth, CEB says, is to challenge customers’ thinking and teach them something new about their business. Learn the critical steps marketing and sales must take to build a “Challenger” organization and drive business results, no matter the economic climate.
9:45 a.m. -10:15 a.m.
10:15 a.m. - 11:00 a.m.
General Session Keynote
"Growing Before Growth"
How do you stop a slide, change direction and start a movement all in just a year? Saga Shoffner of Owens-Illinois and Evelyn Neill of Doremus bring their experience working together in the past as agency creative director and client on various consumer brands to the world of business-to-business marketing communications. Their passion for O-I glass packaging has become a mission: build a glass brand by raising the glass industry. Be prepared to raise a glass and see these two talk about big passion, big obstacles and a big mission.
"Insights, Strategy, Growth: How GE Fleet Combined Marketing Fundamentals and Digital Communication To Rejuvenate Its Business"
When you’re a business unit of GE, it’s expected you WILL lead your market in sales and profits. However, with only the #4 position in truck financing and plenty of stiff competition from banks, GE Fleet Services had a ways to go. Management was unsure about how to grow the business and which product and marketing changes would yield the most ROI. See how Copernicus and GE used an insights-driven strategy and a highly digital program to deliver transformational financial results and completely revitalize the GE Fleet brand, earning the BU a coveted GE “Gold Standard Award.”
Peter Krieg, President & Chief Executive Officer, Copernicus Marketing Consulting & Research, and author, Your Gut Is Still Not Smarter Than Your Head, Counterintuitive Marketing, and Market New Products Successfully Using Simulated Test Marketing
11:45 a.m. -12:15 p.m.
12:15 noon -1:30 p.m.
Closing General Session
Four More B2B Thought-Provokers in 60 Minutes
Inspired by the TED® conference, BMA has carved out two hour-long sessions packed with four leading b2b thought leaders apiece delivering pointed and provocative POVs in the space of just 15 minutes. This second session features the marketer behind Corning's wildly successful "Gorilla Glass" social video, exclusively prepared commentary by the editor of Europe’s leading b2b marketing news and information source, the head of global advertising at Xerox on brand partnerships and the former CMO of Eastman Kodak, author/speaker and provocateur extraordinaire.
"London Calling: Current Themes, Trends and Challenges in European B2B Marketing"
"Extreme Makeover: The Fine Art of Brand Repositioning"
"Essential Business Lessons to Lead, Drive Change and Grow"
Jeff Hayzlett, former Chief Marketing Officer, Eastman Kodak, and author, The Mirror Test and Running the Gauntlet: Essential Business Lessons to Lead, Drive Change, and Grow Profits.
Click here for Wednesday, May 30, agenda.
Click here for Thursday, May 31, agenda.
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