Subject to change
Russ Fradin, CEO, Dynamic Signal
Madhur Aggarwal, Vice President, Strategy, Office of CMO, SAP
Digital media and the Internet are rapidly transforming how BtoB brands market themselves. From ADP to SAP, BtoB brands are rapidly embracing digital video, social media, content marketing, mobile/tablets and other digital platforms to engage more closely with their customers. Hear firsthand accounts about how BtoB brands are scoring big wins in digital.
Moderator: Ajay Ramachandran, Chief Marketing & Product Officer, Dynamic Signal
Richa Malhotra, Vice President, Customer Experience & Strategy, North America Marketing, Citi
Merrick Rosner, VP of Business Development, Poppin
Marcella Shinder, SVP and Head of Global Marketing, Nielsen
Successful BtoB brands have always used content marketing to build trust and rapport with their customers. Electronic media and the Internet have provided BtoB marketers with extraordinary new ways to publish and distribute their content to as wide an audience as possible. Learn how leading BtoB brands are pushing the online content envelope.
Moderator: Shafqat Islam, CEO, NewsCred
Larry Black, Global Head of Marketing, FTSE
Penni Geller, Sr. Director Marketing, Smart Enterprise Exchange Publisher and Community Manager, CA Technologies
Crispin Sheridan, Senior Director, Global Search, SAP
Multi-Channel Growth! Content Push Overdrive! Customer Attention Shrinkage! While the demands on Enterprise Marketing to deliver quality content quality and continue to exponentially grow across a growing network of channels– the legacy model of push marketing is no longer working! Whether your marketing budget is $100K or $10MM, how are you effectively measuring ROI? How do you develop an immediate and long-term MEASURABLE plan for content? Most Content Producers and Marketers are grasping with this, and in this session you’ll learn how Disruption through Big Data is changing the way companies like VMware, Dell and others are shaping the future. “Big Data Marketing” is an innovative and disruptive new reality to develop better, faster and more effective marketing programs.
Naeem Randhawa, Senior Manager, VMware
Ben Arnon, Head of Global Brand Partnerships, Wildfire, a division of Google
Social marketing is not only for BtoC businesses. In today’s fast-paced marketing world, having a social strategy as part of your integrated BtoB marketing plan is key to success. This presentation takes a deep dive into the current BtoB social landscape and highlights innovative brands that are successfully leveraging social networks to drive leads and grow revenue.
Jonathan Becher, Chief Marketing Officer, SAP
Jocelyne Attal, CEO at JAGENCY, former Chief Marketing Officer, Avaya
We’re used to how startups like Airbnb, Coursera and Uber have disrupted their industry. That same wave is moving through B2B and other industries and is unstoppable. Startups think and act differently. They operate and adapt in real time. Their definition of a marketing campaign is “test and learn”, their deadline for execution is next week and they don’t have time for vanity metrics. Jocelyne will share from her own experiences creating and executing marketing plans in Fortune 100 and startups and provide brand innovators with insights on how to market at startup speed.
It is humans who buy products and services from you — not businesses. And one of the most fundamental human inventions that drives human behavior during the buying process is culture. Not only that, but with the increasing visibility from the inside out, as well as from the outside in, your internal employee cultural values and what your brand stands for have to be aligned. This session will review how you can start operationalizing consumer and employee cultures as part of all your marketing strategies and tactics.
Francois Gossieaux, Co-founder of Human 1.0 and Co-Author The Hyper-Social Organization
“Mavens are really information brokers, sharing and trading what they know.” — Malcolm Gladwell
One of the primary goals of a successful social media strategy is to find your most influential and loyal customers. How do you identify and activate these brand “advocates” and how can they influence others in your community? Lean in and hear how leading brands are building armies of advocates to help promote their products.
Moderator: Tami Cannizzaro, Global Director of Marketing, Social Business, IBM
Katrina Klier, Global Managing Director, Marketing and Communications, Digital, Accenture
Lauren Lung, COO, OnDemand Books
It’s obvious that employees are a brand’s best ambassadors. But why are so few companies harnessing their most powerful untapped marketing asset? In this “fireside” chat, you’ll hear from Jon Peters about AMD’s ASAP Employee Advocacy Program which is powered by Dynamic Signal. AMD is empowering nearly 10k employees to be brand ambassadors and leveraging their collective social reach to promote AMD’s brand, culture & products. We’ll highlight how important it is to make employee advocacy convenient & easy for employees, safe for the brand, and rewarding for everyone. You’ll also learn about how AMD’s sales organization is using B2B Social Selling to drive lead generation & sales – all from their smartphones!
Jon Peters, Social Media Manager, AMD
Ajay Ramachandran, Chief Marketing & Product Officer, Dynamic Signal