ANA B2B @ NY Life (Members Only Conference)

Begins:Tuesday, November 27, 2018 at 8:15am
Ends:Tuesday, November 27, 2018 at 4:00pm

NY Life
51 Madison Avenue
New York, NY 10010

Registration Pricing
    Client-Side Marketer Marketing Service Provider Gold Marketing Service Provider Silver Associate Individual Nonmember
  Members Only Conference $0 $250 $350 N/A N/A

register now

Tuesday, November 27, 2018



Opening Remarks

Natan Cohen

Corporate Vice President, Agent Marketing Program

New York Life


How Content Marketing Helped a B2C Sales Organization Be More Successful in the B2B Space

New York Life has a long history of helping individuals and families secure their financial futures through expert guidance from New York Life Agents and a suite of financial solutions. As the culture of entrepreneurship has grown there has been an alignment of needs that has extended into the Small Business Owner area. While the needs have been met by our sales force, the time had come for a more focused marketing effort to raise the awareness of New York Life’s offering among the business community. 

Kaitlin Hespos

Senior Associate, Client and Agent Marketing

New York Life


(B2 Award Winner) From Buzzword to Brain Food: Making Digital Real, Relevant, and Actionable

More than 10 years ago, PwC set out to assess how businesses view, invest in, and adopt digital. Back then, “digital” was just another name for “IT.” But today, "digital" is everything. While the scope and scale of digital-driven change has grown immensely, company leaders are not much better equipped to handle the changes coming their way than they were 10 years ago.

In this session, learn how PwC reinvented its award-winning Digital IQ program to lead in the evolving digital world, and how they broke the mold to generate fresh insights from more than 2,200 executives across 53 countries through an integrated marketing program, fueled by the sales force.

Matthew Lieberman

Interim Marketing Leader



AI-Powered Content Optimization: The Journey to Higher Engagement

Content plays a crucial role in turning online visitors into loyal customers. Find out how users interact with our content on their way to either engaging or abandoning, and how to drive more of the former with AI-powered content analytics. Understand if content is resonating, how different touchpoints combine to boost engagement or abandonment, and what channels and content types are best at driving visitors along the customer journey.

Brian Donnelly

Product Marketing, Watson Customer Experience Analytics



Effective Integration of SEO and Content Marketing: The Formula

Savvy content marketers know that in today’s world, the content you create only matters if it effectively reaches your target audience. That’s why creating content that ranks at the top of search engines like Google—or smart search devices like the Amazon Echo—is critical to every content marketing strategy. But here’s the problem: The search engines are always evolving and changing their ranking formula; how can content marketers keep up?

The truth is SEO is a science. And it’s squarely centered on user experience. Gone are the days of stuffing keywords into your copy to get a #1 Google ranking. Today, achieving sustained top-rankings for your content requires completely rethinking (1) how you choose the content you write about (on-site SEO), (2) how you format and present the content (technical SEO), and (3) how you methodically build up awareness of the content (off-site SEO).

Join this session to hear about the path that the Epsom Salt Council took to create an SEO-centered content marketing program that effectively drove not only online traffic, but offline sales. You will hear firsthand how the Council worked with Mower’s SEO and public relations teams to implement a content marketing strategy that continuously feeds its B2B customer base by driving up derived demand from the B2C audience. You’ll leave with a step-by-step formula on how to more effectively integrate SEO into your content marketing efforts and achieve similar results.

Mary Owusu

Vice President – Director, Digital Strategy & Analytics



Topic TBA

Curtis Stapleton

Team Lead, Digital Marketing

S&P Global Platt


Topic TBA

Colleen Jones

Head of Content


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