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

This event is over.
When
Begins:Tuesday, September 29, 2015 at 8:15am
Ends:Tuesday, September 29, 2015 at 3:30pm
Where

USG Corporation
550 West Adams St
Chicago, IL 60661

Agenda
Tuesday, September 29, 2015
8:15am  

Breakfast

9:00am  

General Sessions

 

USG: BUILDING YOUR B2B BRAND THROUGH EXCEPTIONAL CUSTOMER EXPERIENCE

Your brand builds and loses equity based on the interactions your customer has with your company. Yet in many organizations, brand building is left to the marketing department and customer experience falls in pockets across functional areas. When these two are disconnected it creates a fragmented and disjointed experience. In this session, Tanya Earley, director of global brand and customer experience – USG Corporation, will share how thinking differently about the USG brand increased overall customer satisfaction, and in turn, increased customer retention and loyalty.

Tanya Earley*^

Director of Global Brand and Customer Experience

USG Corporation

 

VISTAPRINT: Designing A B2B IN-HOUSE PRODUCTION TEAM

In this session, Vistaprint will share how they created an in-house video production team in 30 months. Hold on tight as Vistaprint Executive Creative Director Liam Shannon and Vistaprint Lead Creative Director Kim DiVincenzo sweep you up and take you on their journey from tacky direct response emails to in-house broadcast production. Vistaprint's in-house agency delivers award-winning DR commercials in 11 languages, and ultimately beat out top external agencies to deliver a world class long-form brand commercial.

Liam Shannon*^

Executive Creative Director

Vistaprint

Kim DiVincenzo*^

Lead Creative Director

Vistaprint

10:50am  

Coffee Break

11:10am  

General Session Cont.

 

VONAGE BREAKS INTO THE B2B MARKET

How does a consumer brand find its footing in the business market? Vonage has strong brand awareness among consumers and wanted to apply that brand affinity to break into the B2B market. Learn how Vonage leveraged their brand, expanded their service offerings and found their voice in the business market.

Chris Rabbu^

VP of Business Marketing

Vonage

 

CARS.COM CHALLENGES DEALERS TO ENGAGE SHOPPERS EARLY

In today’s car-buying landscape, computers and smartphones have changed the way people shop. For automotive dealers, this has given customers a huge advantage, as decisions are now being made well before a person steps into a dealership. To communicate how Cars.com could help dealers take advantage of digital marketing, Cars.com created their first-ever B2B brand campaign, “Before It’s Too Late.” Learn how Cars.com developed a comprehensive integrated marketing campaign using data-driven insights to challenge outdated marketing practices and show dealers that they could take advantage of this new, digital car-buying trend by partnering with the top-tier brand.

Alice Marder^

Senior Manager, B2B Brand Strategy

Cars.com

12:50pm  

Lunch

1:50pm  

General Session Cont.

 

COYOTE: BUILDING YOUR B2B BRAND FROM THE INSIDE OUT

Leveraging internal communications to build your brand is often the quickest and most compelling way to tell your story. What you say and how you say it can make a world of difference when communicating to internal teams and it can create a meaningful connection to the corporate brand resulting in well-defined corporate character. In this session, you’ll learn how to develop a brand-centered internal communications program that builds consensus, advocacy and a unified culture.

Jodi Navta

VP Marketing and Communications

Coyote Logistics

 

BADER RUTTER: “B2B2C" AND CONSUMER TRANSPARENCY’S IMPACT ON B2B MARKETING

The days of B2B marketers solely focused on the needs of their business audience are a thing of the past.  With consumers as the end users of many products and services, the role of consumer transparency in B2B is a force to be reckoned with - and one that is also new to many B2B-focused brands.  Consumers have come to expect transparency from the brands they buy and for B2B-focused companies, it presents an opportunity.  As B2B marketers, you can lead by embracing “B2B2C” efforts such as educating consumers about sustainability, quality and safety of their products. And in doing so, position your brand on the proactive side of transparency.

Jeff Young*^

President

Bader Rutter

3:30pm  

Conference Adjournment

  • EMA
  • gyro: