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BLAZE - Day 3 - Friday, May 31

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Agenda - Wednesday, May 29    Agenda - Thursday, May 30    Agenda - Friday, May 31

May 29-31, 2013
Sheraton Chicago Hotel & Towers
301 East North Water Street
Chicago, IL  60611
BMA has negotiated a special room rate at the Sheraton Chicago Hotel & Towers of $229/night, 5/26-5/31. If you wish to extend your stay over the weekend (5/31-6/2), the rate will be $359/night. Click here to reserve your room.

Title Sponsor:

Day 3: Friday, May 31

6:30 a.m. - 7:30 a.m.
Fun Run

Rise early for a walk or run along the Lake Michigan lake front, just a few blocks from the the Sheraton Hotel. Meet in the hotel lobby at 6:30 a.m. sharp. You'll have a chance to network on the walk to the lake and then burn off some calories!

7:00 a.m. - 8:00 a.m.

8:00 a.m. - 8:05 a.m.
Sponsor Remarks 

8:05 a.m. - 9:00 a.m.

"The Story of Domtar’s PaperBecause Campaign: Behind the Scenes of a Paper Movement"

In this digital, environmentally conscious age, paper gets a bad rap. As North America’s leading copier and printer paper maker, Domtar knew it had to do something, but a broad consumer ad campaign wasn’t in the cards. So Domtar opted to target opinion leaders and purchasers of large volumes of paper. The campaign uses digital, social, viral, video, PR—and, of course, print—to tell the Paper: Because story, which is helping change opinions about paper and create preference for the Domtar brand.

Kathy Wholley, Director of Advertising & Communications, Domtar

9:00 a.m. - 10:00 a.m.
Panel Session

"In the Moment: How and Why to Do Real-Time B2B Marketing"

In the “good old” days, companies would develop annual marketing plans based on long-term campaigns and pretty much stick to them with little or no deviation. Then came quarterly plans, spurred by faster-changing business conditions and easier-to-change-and-optimize tools, but we still basically operated in campaign mode. Now, we’re in the era of real-time marketing, which sometimes resemble political campaigns, inspired by current events and the news and created on the fly. Learn how b2b marketers are tapping and borrowing from the consumer marketing and political worlds to do effective real-time b2b market engagement."


David Meerman Scott, Leading Social Media and Marketing Speaker for Companies and at Conferences Worldwide, Freshspot Marketing

Panelists: TBA

10:00 a.m. - 10:30 a.m.

Networking Break

10:30 a.m. - 11:30 a.m.
Panel Session

"Online B2B Communities: What We've Learned to Make Ours Even Better?"

In the mid-2000s, online b2b communities were red hot. Everyone wanted one. Success stories included ITToolbox, Oracle Technology Network and GlobalSpec’s nrand new CR4. But a funny thing happened along the way: many efforts failed, due largely to lack of customer enthusiasm and adoption. But those that have survived and prospered have figured it out how to make these things work. At least one has become such a strong umbilical cord to customers that its parent is considering taking the child’s name!



Molly James-Lundak, Global Head of Brand and Internal Communications, Premier Farnell

11:30 a.m. - 12:30 p.m.
Firestarter Session #4

"Put a Rocket Up Their @ss: Provocation v. Solution Selling?"

In a slower-growth economy, already-long sales cycles of b2b products and services become even more extended. Marketers need to light fires, setting aside ordinary conventions of proper form and process to accelerate decision-making, indeed to create decisions others aren't even yet contemplating.  

Rick Segal, President Worldwide & Chief Practice Officer, gyro

"Cliché Addicts"

Is B2B hopelessly addicted to clichés? Reuben wants us to take a dose of reality. You might not like everything he has to say but if you’re prepared to swallow it, he may be willing to sugar the pill.

Reuben Webb, Creative Director, Stein IAS Europe EMEA

"#ListenUp - B2B Customers Are 140 Characters Closer Than You Think"

John Ploumitsakos, Director of Online Sales, Twitter

"Please Stop Creating More Content - Now!"

Nine of 10 b2b marketers are actively creating "valuable" content for marketing purposes, yet only one in three is seeing results. Plus, the content being created in different silos is causing havoc to the customer experience. What dos Joe suggest?

Joe Pulizzi, Founder, Content Markleting Institute

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

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