ANA/BMA Business-to-Business @ Bloomberg (Members Only Conference)

This event is over.
When
Begins:Wednesday, March 23, 2016 at 8:15am
Ends:Wednesday, March 23, 2016 at 3:00pm
Where

Bloomberg
731 Lexington Avenue
7 East Floor
New York, NY 10022

Suggested Hotels:

The Cambria Hotel - Chelsea
123 W 28th St, New York, NY 10001
To make a reservation, please call 212-244-4477 and ask for the ANA rate.
To make a reservation online, click here. Please be sure to choose "LANA rate" at the top where it says "select special rate".

or

The Cambria Hotel - Times Square
30 West 46th Street, New York, NY 10036
To make a reservation, please call 212-704-9700 and ask for the ANA rate.
To make a reservation online, click here. Please be sure to choose "LANA rate" at the top where it says "select special rate".

Agenda
Wednesday, March 23, 2016
8:15am  

Breakfast

9:00am  

General Session

 

HOW STORYTELLING CAN CHANGE THE CUSTOMER EXPERIENCE*^

Storytelling is an important part of connecting with B-to-B customers. Content should be connected by a common brand message and developed to be sharable on digital and social channels. BNY Mellon’s Katy Brady will share key insights on how B-to-B marketers can design a story experience to engage customers with their brands. BNY Mellon is a global investments company dedicated to helping its clients manage and service their financial assets throughout the investment lifecycle. In this session, Katy Brady, Head of Brand and Advertising, will share a case study on how they are telling the BNY Mellon Innovation/Technology story though social media and digital channels.

Katy Brady

Managing Director, Director of Advertising and Brand

BNY Mellon

 

UNLEASH YOUR CONTENT, DRIVE BUSINESS RESULTS

By now most brands realize that creating a balanced mix of quality content is a must. Telling a great story with a blog, infographic or video can cut through the noise far better than traditional online advertising.

But how do you ensure the content reaches its intended audience effectively? While broad distribution is important, building true engagement means getting multiple pieces of content in front of the same person, and in the right order.  Steve will outline how using the right content marketing platform can drive repeat engagement and measurable business outcomes from content.

Steve Sachs

CEO

OneSpot

Katie Szumowski

Senior Director of Media

Vonage

10:50am  

Networking Coffee Break

11:10am  

General Session (cont.)

PROVIDING CUSTOMERS THE COMPETITIVE ADVANTAGE THEY NEED*^

Most marketers focus on their internal story — why their brand, product, company or service is so great. BuildClean has taken a unique approach. They realized remodeling contractors (their customer base) and the homeowners the contractors serve had to fight airborne remodeling dust while on the job. Airborne dust during remodeling is the number one irritant among homeowners; it gets everywhere. Unmanaged, it can cause respiratory and health issues for humans and pets. It can also damage home electronics and settle on clothes, toothbrushes, furniture, and more. 

By providing their contractor customers with a solution that eliminates this major problem for homeowners, BuildClean changed their marketing focus to doing what was right for their customers’ growth. This shift has helped them move from a company that sells product, to one selling a solution for their customers’ customers — and driving business growth for the contractor. This change has positively impacted their bottom line.  Learn how this new marketing focus transformation was brought about, and why looking at your business through your customers’ lens can help make marketing a more valuable entity for your company.

Brian Paich

Business Development Manager

ITW/BuildClean

Kari Brua

Vice President

CBD Marketing

12:00pm  

Luncheon

1:00pm  

General Session (cont.)

B2B DATA-DRIVEN MARKETING: SOURCES, USES, RESULTS*^

In a digital world, B2B marketers are well aware of the importance of data in reaching and serving customers and prospects.  But some of us find it a chore—or a bore.  You know you need to get on top of your customer data, but where to begin?

In this session, we’ll explore what B2B marketers can really be doing to get maximum business value from data about customers and prospects. We’ll look at new data sources, how to keep your data clean and fresh, the top 5 applications of data in B2B, and a lively case study about how a machine tools company applied data to fuel sustainable business growth.  And you will learn practical applications such as turning your website into a source of prospecting data, as well as becoming comfortable and energized about taking charge of your customer and prospect information.

Ruth P. Stevens

Author, Business School Professor, Consultant

EMarketing Strategy

 

UNIFYING BRANDS FOR A SEAMLESS CUSTOMER EXPERIENCE^

Today, 74% of all worldwide business transactions touch an SAP system.  Over the past five years, SAP has made crucial cloud acquisitions to uniquely position the company as the leader of digital business transformation in the global economy. Roger will outline how and why a truly seamless end-to-end solution for digital business requires a seamless end-to-end customer experience. He will demonstrate how a unified brand architecture amplifies the strengths and value of SAP and plays an important part in creating a seamless customer experience.

Roger Baxter

VP, Global Brand

SAP America, Inc.

3:00pm  

Conference Adjournment

  • EMA
  • gyro: