Wednesday, June 10, 2015

 
  • 12:00pm-1:00pm | Lunch
  • 1:00pm-1:15pm | Welcome
  • 1:15pm-2:50pm | Program
  • 2:50pm-3:10pm | Networking Break
  • 3:10pm-4:55pm | Program
  • Subject to change

    Get Connected

    Brand Innovators Network coming soon!

    Contact

    Speaker Inquiries

    Brandon Gutman

    917-843-7606

    Sponsorship Opportunities

    Marc Sternberg

    310-403-3330

    Agenda

    12:00pm

    Lunch — Hosted by GE

    1:00pm

    Welcome

    Brandon Gutman, Co-Founder, Brand Innovators
    Marc Sternberg, Co-Founder, Brand Innovators
    David Teicher, Editor and Chief Content Officer
    Event Chair: Andy Markowitz, General Manager, Performance Marketing Labs, GE

    1:05pm

    Linda Boff, Executive Director, Global Brand Marketing, GE
    Andy Markowitz, General Manager, Performance Marketing Labs, GE

    1:15pm

    The State of B2B and Performance Marketing

    The marketing industry is evolving as incredible pace, and the BtoB sector is no exception. According to a Salesforce survey, the top five areas of investment in 2015 are content marketing, automation, mobile apps, location-based tracking and social media advertising. How do we align our buyer’s journey with a blueprint for testing and measuring KPIs? How do we streamline content assets into shorter, more visual success stories with a higher likelihood to result in qualified leads? This all-encompassing session will present a high level view of the B2B marketing landscape and set the stage for an afternoon of best practices for using content, data and performance marketing to impact thought leadership, demand generation and everything in between.

    Ellie Ahmadi, Global Emerging Channels & Mobile Marketing Lead, Accenture
    John Bell, VP, Enterprise Digital Marketing, Travelers
    Meredith Feiner, Vice President, Brand & Content Strategy, Goldman Sachs
    Gary Spangler, Global Digital Marketing Leader, Performance Polymers, DuPont

    1:50pm

    Success Story

    Liya Sharif, Sr. Director, Global Brand, Qualcomm

    2:15pm

    Content for Demand Generation

    B2B brands are now producers and publishers, from video and editorial content to managing the CMS where campaigns are hosted, delivered and tracked for their propensity to activate prospects and turn them into qualified leads. Thought leadership, authenticity and conversation dominate B2B marketing strategy, not simply pushing out product information that is likely to be ignored. What kind of content resonates best with whom and how do we customize customer stories to captivate the right audience across fragmented channels? These B2B content marketing experts will share their approach for how to create content that scales, and how to distribute it across multiple channels and track performance all the way through to sales.

    Moderator: Allicianne Rand, VP Marketing, NewsCred

    Tami Cannizzaro, Senior Director, Global Demand Generation, eBay Inc
    Penni Geller, Sr. Director Digital & Content Marketing, CA Technologies
    Steven Menges, Head of Content & Field Marketing, ArisGlobal
    Kyle Peterson, Digital Marketing Manager, Global, Ingram Micro Cloud
    Liya Sharif, Sr. Director, Global Brand, Qualcomm

    2:50pm

    Networking Break hosted by GE

    3:10pm

    Success Story

    Gary Spangler, Global Digital Marketing Leader, Performance Polymers, DuPont

    3:35pm

    Get a Digital Marketing Quick Win With Employee Advocacy

    88% of companies are going through digital marketing transformations. They’re trying to adapt to the digital customer mindset, which can be a long, complex process. What you need is a quick win and to create momentum. Now you can kickstart that transformation and drive revenue and engagement with your best advocates – your employees. Employee Advocacy lets employees receive and post company-approved content to their social networks. And when you include employees in your social media strategy, you can expand your network by 10x. Since people listen more to their social connections (those they trust) than to official marketing campaigns, you can increase content engagement by 700x and brand awareness by 14x. And, you’ll walk away with best practices and strategies that will eventually turn those quick wins into big victories.

    Moderator: Pavey Purewal, CMO, Dynamic Signal

    Ami Chitwood, Sr. Manager, Marketing & Communications, Social Media, Deloitte
    Frank Guardi, Employee and Customer Advocacy Strategist, IBM

    4:00pm

    Keynote — Driving Brand Evolution with Strategic Insights for Stronger Thought Leadership

    Thomas Quirke, Vice President of Global Marketing, Government Products, Solutions, and Services, Motorola Solutions

    In 2014 Motorola Solutions held a strategic review that drove a new focus on the future needs of Emergency Services worldwide. As an active member of this process marketing began to plan a new position of their brand to align with the new strategy. This captured the impact of transformational technologies and the shift to a more service orientated company. This presentation by Thomas Quirke, Vice President of Marketing explains how strategy and marketing work together to position a company for success.

    4:25pm

    Behind the Curtain at GE

    Moderator: Andy Markowitz, General Manager, Performance Marketing Labs, GE

    Randi Alterman, Senior Marketing Manager, Marketing & Communications, GE
    Jamie Braaten, Lead, Marketing Communications and Brand, GE,
    Lawrence DiCapua, Commercial Digital Manager, Marketing & Communications, GE
    Steve Pepe, Global Leader, Commercial Marketing Innovation, GE

    4:55pm

    Closing Keynote

    Gary Vaynerchuk, Best-Selling Author, Speaker, Co-Founder and CEO, VaynerMedia

    Introductions by Elaine Lawson, Vice President/Business Leader U.S. Digital Marketing, MasterCard

    5:20pm

    Brand Innovators Cocktail Reception hosted by GE