ANA Business to Business Members-Only Conference @ Wells Fargo
Challenges Facing B2B Marketers
Driving business growth is one of today’s key challenges for B2B Marketers given most have to deal with steady or declining marketing budgets, while others face increased difficulty with implementing a great customer experience marketing initiative. Additionally, building B2B brands today require marketers face the fact that strengthening brand awareness among their customers’ customers will protect them against lower-priced competitors.
Surprising to some, just like consumers, business buyers’ purchase decisions tend to be a lot less value-driven than they like to think. Professional buyers use the vendor’s reputation as a short cut that reduces risk and simplifies the evaluation process.
At this conference you will hear from B2B marketers who are driving business growth by honing their strategic direction, by generation strong B2B branding programs, and those who have found focusing on customer satisfaction and loyalty returns great dividends.
|Begins:||Wednesday, April 25, 2018 at 8:45am|
|Ends:||Wednesday, April 25, 2018 at 2:00pm|
333 Market Annex Building
San Francisco, CA 94105
The entrance is at the 333 Market Annex Building Connection building. The underground parking garage at 333 Market Street costs $32 per day.
Wednesday, April 25, 2018
General Session Begins
Igniting Innovation Initiatives
Innovation is at the heart of growth, and driving a successful innovation marketing strategy is key to continued success. In this session, learn how Adobe advances innovation initiatives across its enterprise business. Hear a case study about one of Adobe’s organically grown businesses, discover B2B strategies to launch new in-house products and ventures, and learn how to overcome internal roadblocks to achieve success.
SVP, Head of Wholesale Marketing
Wells Fargo & Company
Senior Vice President Integrated Marketing, Wholesale Banking
Wells Fargo & Company
Senior Vice President, Wholesale Marketing Strategic Insights
Wells Fargo & Company
The Rise, Fall and Rise of Marketing Technology
Recent Gartner research shows that marketing technology is on average consuming 22% of enterprise marketers budgets — on par with media, people and services. Yet, a 2017 study revealed that only 15% of marketers believe they are among the “most successful marketers” who are using modern martech effectively. Why are so many marketers still struggling to realize martech’s potential at a level that’s commensurate with their investment? As they struggle, are they falling behind in preparedness for the next major movement forward: the adoption of AI and other imminently emerging technologies; as well as the renaissance in iconic creativity in the form ideas and experiences that deliver emotional impact along the buyer journey? At this session, Tom Stein and Ted Kohnen of global B2B agency Stein IAS will lay out the path forward for marketers seeking to master Modern Marketing and step ahead into B2B marketing’s Post-Modern age.
Chairman/Chief Client Officer
Networking Coffee Break
Tighten Your Briefing Process; Increase Your Marketing Effectiveness
If you haven’t asked yourself lately “Is our scope of work process and briefing of agencies strong enough?” you may be missing out on the opportunity to get better output from your agencies and better mileage from your budget.
Writing better SOWs and briefs is about better work and eliminating waste that results from poor guidance and projects that zig zag unnecessarily. In this presentation Bruno will demonstrate that poor scoping and briefing is the primary source of marketer’s inefficiencies and misguided efforts as highlighted in a recent study where 73% of agencies claimed that clients provided poor guidance.
Learn specific steps you can take to elevate your SOW and assignment brief process and how these simple techniques will help you drive your costs down and make you a client your agency will want to do great work for.
Co-Founder & Principal
Agency Mania Solutions
Distinguishes Your Brand Through Thought Leadership
For B2B marketers, leveraging content that positions their brands as thought leaders on issues important to their customers is a critical piece of the overall marketing mix. Getting this right requires brands to think and act more like publishers or programmers: choreographing content, social, and technology strategies that infuse customer experiences with new levels of brand utility. Steve Sonnenfeld will outline the range of ins, outs, and keys to positioning your brand to achieve thought leadership success.
He will also discuss what brands and marketers have discovered that resonates with customers in a relatable and ultimately profitable way – specifically why relevant content must become a major part of the marketing campaign.
VP, Global Creative Director