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BLAZE - Day 2 - Thursday, May 30

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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 2: Thursday, May 30

Thursday morning sponsor:

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.

Breakfast sponsored by:

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

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

"Ending the War Between Sales and Marketing: New Battlefields or a Lasting Truce?"

The battle between marketing and sales qualifies as one of the longest wars in history. But sweeping changes are altering the rules of engagement. Marketing faces hurdles in the big data revolution, the rise of precision marketing, enabling sale forces and spotting opportunities. Sales has struggled in dealing with ever-more-powerful customers, longer selling cycles and the need to be more consultative and solution-oriented. Nobody is better positioned to talk about the implications of these changes than Phil Kotler and Neil Rackham.


Ike Moorman, ZS Associates


Phil Kotler, S.C.Johnson Distinguished Professor of International Marketing,
Northwestern University

Neil Rackham, the Professor of Professional Selling

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

"Does Your Organization Need a Chief Content Officer?"

Traditional forms of b2b marketing are no longer fact, not even close. Today's savviest b2b marketers are becoming publishers, producers and storytellers to attract and retain customers. While the move to content marketing has more and more converts, it also has left many b2b marketers in the dust. Learn about the new role of the "chief storyteller”—and why you may, or may not, need one in your organization—from the guru of content marketing and three experienced content marketing practitioners.


Joe Pulizzi, Founder, Content Marketing Institute


Michael Brenner, Senior Director of Marketing/Content Strategy, SAP

Jodi Navta, Vice President Marketing and Communications, Coyote

Todd Wheatland, Vice President, Marketing, Kelly Services

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

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

"Persuasive Technology: The Best B2B Marketer May Be a Device"


Mike Tittel
, Global Digital EDGE Leader, gyro

Panelists TBA

11:30 a.m. - 12:30 p.m.
Firestarter Session #2

"KISS My BtoB Brand"

BtoB marketing is complex enough without overcomplicating your brand promise and how it connects your employees to customers. Learn the philosophy and physics to keep it simple and enable your brand management systems to reignite the fire inside your brand.

Randall Rozin, Global Director, Brand Management and Marketing Communications, Dow Corning Corporation

"The Most Important Lesson I Ever Learned in Communications"

Business marketers face many challenges as they attempt to communicate with the constituents involved in any b2b transaction. Despite all of the changes going on, there are some basic truths that, when learned and applied, can make things work better

Ralph Oliva, Executive Director, ISBM—Penn State

"So a customer isn’t likely to recommend your company? Does it really matter in the b2b world?"

Customers may assign low ratings on the “ultimate question” (likelihood of recommending) yet continue doing business with you. If your focus is on customer retention, the “ultimate question” may not provide the answer you are looking for. Find out why.

Anne Miner, President and CEO, The Dunvegan Group

Session Title TBA

She's covered the b2b marketing world since 2001, and few people have a better grasp of how our profession has evolved and is evolving. Learn about and get insight into Kate’s picks of the top 10 b2b trends for 2013 and 2014.

Kate Maddox, Executive Editor, BtoB

12:30 p.m. - 12:45 p.m.
Break and Head to Lunch

12:45 p.m. - 2:00 p.m.
Luncheon and Keynote Address

Luncheon sponsor:

"To Sell is Human"

The author of five provocative books about the changing world of work, Dan Pink will bring us a fresh look at the art and science of selling from his latest book, To Sell Is Human: The Surprising Truth About Moving Others. Pink will reveal the new ABCs of moving others (it’s no longer “Always Be Closing”), explain why extraverts don’t make the best salespeople and show how giving people an “off-ramp” for their actions can matter more than actually changing their minds.

Daniel Pink, Author, To Sell is Human, Drive, and A Whole New Mind

Thursday afternoon sponsor:

2:00 p.m. - 2:25 p.m.
Networking Break

2:25 p.m. - 2:30 p.m.
Sponsor Remarks

2:30 p.m. - 3:30 p.m.
Panel Session

"Predictive Analytics in the Industrial World: Marketing a Future Where Nothing Breaks Down"

Services have always been used to differentiate and sell products—from office equipment to heavy machinery to office buildings. With the rise of big data and faster computers, more b2b marketers are enhancing basic break/repair services with 2.0-type, sensor-based and Internet-enabled services that generate more operational insight and even help diagnose and alert operators to impending problems. Learn how three companies are using predictive analytics to increase customer productivity while powerfully differentiating their products and winning more customer orders.


Tom Trone, Director, Global Worksight Solutions, John Deere

3:30 p.m. - 4:00 p.m.
Networking Break

4:00 p.m. - 5:00 p.m.
Firestarter Session #3

"If We Know What We Know, Why Do We Do What We Do?"

In marketing, we have moved from having too little customer data to too much. But many organizations still act as they always have. Why? How can we evolve — fast — while building our competitive advantage? What can happen if we don't?

Jim Carey, Northwestern Integrated Marketing Communications (IMC) Adj. Professor, Marketing Metrics/Database Marketing Consultant

"Blazing New Trails in Exhibit and Event Engagement: Revelations from a New CMO Council Study"

Watch out events…business measurement is coming. For so long, as marketers ramped up dashboards for digital, social, mobile…just about everything…we have been content to measure events by attendees, sales hearsay and cards dropped in a fishbowl. Those days are over.

Liz Miller, Vice President Programs/Operations, CMO Council

Session Title TBA

Tim Riesterer, Chief Strategy and Marketing Officer, Corporate Visions

Speaker #4 / Session Title TBA

5:00 p.m. - 6:00 p.m.
Panel Session

"The Future of Marketing and Technology: Are You Leading or Will You Have to Follow?"

New mandates are emerging for marketers—driven largely by the expectations of an empowered customer, fueled by data and made possible with technology. Big changes are taking hold, creating a need for a different mindset and a new array of skills. Hear from marketing leaders who are seizing on the opportunities to leverage technology to lead business transformation. Explore the key elements to lead a successful transformation: knowing the customer; evolving the model to integrate with technology and building the capabilities.


Jane Hiscock, President, Farland Group


Eduardo Conrado, Senior Vice President and Chief Marketing Officer, Motorola Solutions and National BMA Chairman, 2012-2013

Lauren Flaherty, Executive Vice President, Chief Marketing Officer, Juniper Networks

Katheryn White, Chief Marketing Officer, IBM Global Services

6:00 p.m. - 6:30 p.m.
Free Time

6:30 p.m - 9:30 p.m.
Early Evening Events:


Networking Reception

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