A Roadmap for B2B Marketing Success in 2019 @ Grant Thornton

This event is over.
When
Begins:Wednesday, December 12, 2018 at 8:15am
Ends:Wednesday, December 12, 2018 at 3:00pm
Where

Grant Thornton Tower
171 N. Clark Street
Suite 200
Chicago, IL 60601

Agenda
Wednesday, December 12, 2018
8:15am  

Breakfast

Mag Mile Training Room

9:00am  

Opening Remarks

Mag Mile Training Room

9:15am  

CULTURE AS A MARKETING DIFFERENTIATOR

Culture is a hot topic in today’s marketing lexicon, especially so in the B2B space. After all, tangible marketing differentiators are sometimes muddied, and when that happens people, service, and experience rise to the top of B2B decision criteria. Culture is a common thread amongst those aspects. But culture is also highly claimable: anyone can claim a culture, a brand experience, a type of interaction. How do you prove it?  John Harmeling examines some aspects of how Grant Thornton has explored culture as a differentiator, and how it has taken it to market.

John Harmeling

Chief Marketing Officer

Grant Thornton

Megan McKenna

Head of Creative

Grant Thornton

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10:05am  

THE TRENDS SHAPING B2B MARKETING IN 2019

From digital transformation to customer journey and everything in between, B2B marketing has come a long way over the past two years. Stefan Tornquist, Vice President, Research reveals the most important developments, trends and innovations in B2B marketing that you need to know about in the coming year.

Stefan Tornquist

Vice President, Research

Econsultancy

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10:55am  

Networking Coffee Break

Mag Mile Training Room

11:25am  

BEYOND TACTICS AND TECHNOLOGY, HOW THE USG MARKETING TEAM STRENGTHENED ITS VALUE TO THE FIRM

USG is a 116 year old company, an industry leader, and the owner of one of America’s most iconic brands (Sheetrock). But In 2016, having survived the Great Recession, the industry was rebuilding in largely unfamiliar ways. Changing customers, changing channels, and a whole new overlay of technology had to be reconciled with a renewed emphasis on growth.

Jeff White shares the story of how USG’s Marketing organization repositioned itself to be a stronger partner in its company’s success. Learn how it forged a stronger alignment with its business units and sales teams, demonstrating success in the absence of a strong correlation to sales and profit.

Jeffrey B. White

Vice President, Marketing

United States Gypsum Company

Chris Hill

Senior Vice President and Account Management Director

gyro

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12:15pm  

Lunch

Mag Mile Training Room

1:25pm  

HOW B2 AWARD WINNER BENEFICIAL BANK MADE "REGIONAL" MATTER

Standing out in a commoditized category where all banks are seen as the same, can be an incredible challenge – but don’t tell that to B2 Award winner Beneficial Bank. A values-driven regional bank based in Pennsylvania and New Jersey with nearly $6 billion in assets, Beneficial doubled down on its values, history and community roots with the help of its agency, BouchezPage. 

Join Brent Bouchez, Founder & CEO of BouchezPage, as he tells the story of how Beneficial built an approach and offering specifically suited to local businesses, making its regional roots and values stand apart from the big national players, and shares concrete ideas for other marketers seeking to make their own unique offering matter to customers.

Brent Bouchez

Founder and Chief Executive Officer

Bouchez Page

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2:15pm  

7 LESSONS FOR EMPLOYER BRANDING

Now more than ever, marketers are being tapped to inspire, influence and communicate with a very different customer — the workforce. In this presentation, software consultancy ThoughtWork’s global head of employer brand Laura Burger and Omobono’s head of strategy Philip Black will share seven employer brand lessons learned. This is a must-attend for marketing leaders who have responsibilities or interest in recruitment marketing or employer branding. 

In this presentation, you will learn:

  • 7 employer branding lessons that will help you save time and avoid pitfalls
  • The impact of employer branding in today's talent climate
  • How you can be a more successful marketer for talent attraction and retention

Philip Black

Head, Strategy

Omobono

Laura Burger

Head, Employer Branding

ThoughtWorks

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3:00pm  

Conference Adjourns

Mag Mile Training Room

  • GES
  • gyro:
  • EMA