ANA/BMA Members-Only Event in Denver

This event is over.

When
Begins:Wednesday, June 22, 2016 at 8:30am
Ends:Wednesday, June 22, 2016 at 12:00pm
Where

The Denver Athletic Club
1325 Glenarm Pl
Denver, CO 80204

Please click here for driving and parking directions to the Denver Athletic Club.

Agenda
Wednesday, June 22, 2016
8:30am  

Networking & Continental Breakfast

9:00am  

General Session

HOW TO MAKE CUSTOMER EXPERIENCE YOUR CRITICAL DIFFERENTIATOR

Customer experience is defined as your customers’ perceptions – both conscious and subconscious – of their relationship with your brand resulting from all their interactions with your brand during the customer life cycle.

Importantly, customer experience has become a critical differentiator in today’s global marketplace. The challenge? No matter how you define "great customer experience," it’s what your customers think it is.

Michael will outline via case histories how great customer experience can be as simple as finding and closing any gaps between expectations and reality. Or it can be as transformational as eliminating a common customer pain point – with the potential to radically innovate your industry and differentiate your company within it.

During this session you will learn why your job is to help your team/company understand and better serve your customers in ways they love, and that we know are strategically relevant for you. And that is a great customer experience indeed.

Michael Hinshaw

President

Mcorp.cx

10:00am  

DRIVING A BOLD CORPORATE TRANSFORMATION

Gates has refocused efforts from a product-selling approach to a “different and better path” – that is, an approach that focuses on the needs and challenges of the end user. In simple terms, the company has turned the paradigm around – “It’s about them, not us.”

Mike Haen, Gate’s VP, Marketing will outline how Gates can connect with their customers by demonstrating that they truly understand the challenges customers encounter in their day-to-day operations, and over the course of their careers. He will address the value of being able to articulate the obstacles that customers face, and offer ways to solve them. Specifically, Mike will suggest that the lessons his team has learned include:

- Change takes time. A big ship needs plenty of space and time to change course. So give your transformation generous time to work.
- Give it a name. Branding your transformation initiative proves its importance and provides a focal point for everyone involved.
- Be an ambassador. Successful transformation takes plenty of lobbying and communicating to socialize it throughout the organization.
- Find advocates. The more people championing the initiative inside the organization, the better.
- Celebrate success. It's the best way to ensure transformation takes deep roots within the organization.

Mike Haen

Vice President of Marketing

Gates Corporation

11:00am  

ACCOUNT-BASED MARKETING: ESSENTIAL TO IMPROVING SALES AND MARKETING ALIGNMENT

Recent studies prove the value of Account-Based Marketing (ABM); with 90% from one study calling it a B2B must-have. However, many marketers have yet to fully adopt this process as a business driver. Why? Peter Isaacson, chief marketing officer at Demandbase, will outline why ABM is fastly becoming the B2B strategy of choice using real business case histories as proof.

He and one of Demandbase’s clients will address that what makes ABM so attractive right now is the way it combines insights for strategy and technology for execution. They will further surface why marketing teams who understand ABM are in a powerful position to better align with sales as well as make smarter choices about how to grow high-potential accounts. And in the end, why these savvy teams are able to generate more business revenue, plus elevate the impact and importance of marketing within their organization.

Peter Isaacson

Chief Marketing Officer

Demandbase

12:00pm  

Conference Adjournment

  • EMA
  • gyro: