ANA/BMA Members-Only Event at Microsoft

This event is over.

Begins:Thursday, October 13, 2016 at 8:00am
Ends:Thursday, October 13, 2016 at 12:30pm

Microsoft Conference Center
1065 La Avenida Street
Building #1
Mountain View, CA 94043

Please click here for driving directions to Microsoft Conference Center

SESSION 1:  The Rise of the Feeling Machines: Is B2B Marketing Moving to is "Post Modern" Era?

The Rise of the Feeling Machines: Is B2B Marketing Moving to is "Post Modern" Era?
Nobel laureate Daniel Kahneman famously stated that human beings “are not thinking machines that feel, we are feeling machines that think.” B2B marketers, it’s time to take heed!

Over the past decade, B2B brands and agencies have widely adopted Modern Marketing – the paradigm of inbound marketing programs driven by digital channels, served by multiple touches, measured by sophisticated technologies – and where data analysis is king. Modern Marketing has (and continues to) serve us well. But by its nature, Modern Marketing emphasizes “thinking machines” over “feeling machines that think.” So today, as Modern Marketing and data-driven approaches become ubiquitous, what will define B2B’s “post-modern” era?

One of the pioneers and most advanced practitioners of Modern Marketing, Stein IAS’ Chairman and Chief Client Officer will share provocative views on delivering personal and powerful experiences, in bold and differentiated, ways that re-assert our nature as “feeling machines.”

Tom Stein
Chairman and Chief Client Officer


SESSION 2:  Your Brand has Issues (and that's a Good Thing).

Remember the “good old days”? When a brand could chase down and buy a captive audience? Pester them and force them to endure a message enough times that it was burned into their brains (whether they wanted it there or not)? Needless to say, that’s not the world in which we live anymore.  
So in a media landscape fractured to the point where even the largest budgets can’t buy the kind of mindshare they used to, how do brands create the kind of “impressions” they used to – at scale?
In this session, Milan Martin, President at advertising agency Grey, shares how he and his team have leveraged some of the most important, compelling issues of our time to enable his clients’ to rise above the industry fray and offer meaningful, many times tangible value to consumers and prospects. Call it marketing as a service. Call it a sampling strategy.  Whatever you want to call it, leadership brands have started to figure out that taking a leadership role and voice in issues relevant to their customers pay strong dividends.
From cyber security to women’s rights to highway safety, Milan will share some recent examples intended to spark a conversation in your organization on how your brand can play an active, important role for consumers and prospects in the context of your category’s issues.

Milan Martin
Grey San Francisco


SESSION 3:  Disruption, Transformation, and Connected Experience

Immense disruption and continuous innovation are redefining strategy and upending industries around the world. Hewlett Packard Enterprise is enabling customers and partners to deliver business outcomes in this age of digital disruption.

In lock step with its business strategy, HPE marketing is responding to this digital disruption by accelerating its own transformation. At this session, Shawn Ottenbreit, who leads the HPE marketing planning and performance management organization, will discuss his teams’ focus on the customer experience and on connecting our digital channels. At the same time, HPE is leveraging its big-data solutions to drive a data-driven culture and constantly innovating through a test-and-learn approach to program design, execution and measurement. As Shawn will illustrate, HPE’s emphasis on richer, more connected digital experiences underpinned by data is a key to its success in an evolving marketplace.

Shawn Ottenbreit
Marketing Strategy & Performance
Hewlett Packard Enterprise

SESSION 4:  Panel Discussion / Q&A

Tequia Burt, Editorial Director of B2B Marketing (USA), will facilitate a panel discussion among Shawn, Milan and Tom to recap the morning session. B2B Marketing is a leading media/information resource for marketers in B2B across the globe. Prior to B2B Marketing, Tequia served as editor-in-chief of FierceCMO and managing/news editor of Crain’s BtoB Magazine.

Tequia Burt
Editorial Director
B2B Marketing (USA)


SESSION 5:  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? This presentation will outline why ABM is fast becoming the B2B strategy of choice using real business case histories as proof.

We will address what makes ABM so attractive right now:  the way it combines insights for strategy with technology for execution. We 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.

John Dering
Director, ABM Technology & Strategy


SESSION 6:  Beyond Engagement: Scaling Social Media to Transform Customers into Advocates

More than 80 percent of B2B marketers said “engagement” was their most important content marketing goal for 2016, with social media content ranked as their top content marketing tactic. And while many have mastered social content distribution based on editorial plans and campaign goals, their approach to engagement remains focused on encouraging customers to take action or reactive customer service, instead of proactively nurturing the customer relationship.

During this session, Yesler and Microsoft will share a fresh approach to creating and distributing insight-driven content to transform customers and influencers into brand advocates. We’ll explore how using real-time content to proactively engage influential customers can generate long-term brand and customer relationships, and how marketers and agencies can strategically scale and integrate their social media and content marketing—and we’ll use real examples to demonstrate the value of this approach for Microsoft.

Brock Wells
US Social Command Center Lead

Sean Gibbons
Social Media Program Manager

Ryan Hodgson
Vice President of Integrated Marketing

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