Keynote Theater: Sponsored by VanillaSoft
The six lessons of social influence
Influencer marketing is the most ‘overpriced’ and ‘underpriced’ attention in same sentence. What are the fundamental things all businesses should know about influencer marketing to ensure the ‘Wild West’ of media is navigated effectively.
What do businesses need to know about building for Voice?
In this talk, Noelle highlights her journey into skills development, the creation of her top performing skills, and the critical things brands need to know about to build voice experiences and reach millions through Amazon Echo, Alexa and Microsoft AI
Content that Helps Buyers Navigate the Dark Underbelly of Buying Decisions
Many B2B companies lament the fact that their biggest competitor is the status quo; the resistance to change; the choice to stick with the way they’ve always done it. This is often because we drop the ball. Don’t get me wrong. B2B marketers and sales reps do a great job proving value and helping prospects build the business case and ROI for their solutions. But it’s still not enough to get the decision to buy done. Why not? Because even if your prospects see value and believe in the business case and ROI, that’s only half the battle. The frustration and complexity of selling change internally is the dark underbelly of buying decisions. Fill this mid-funnel gap in your content marketing strategy and you will see more buyers able to make buying decisions in your favor. In this session, you’ll learn: How to use content to create stakeholder conversations that drive momentum. What types of content help make “change” more acceptable. How to de-risk the decision to buy and enable sales reps to win more often
The Wall Street Journal | Barron’s Group
Tech in the C-Suite
Innovation stemming from new disruptive technologies like 5G, AI, robotics and blockchain has forever changed the dynamic in the C-Suite. Understanding the business priorities and points of view of both CEOs and CIOs can deliver a unique advantage when collaborating with them on technology solutions for their company.
Accelerate your growth through channels
Market dynamics fueled by broad digital transformation has changed how clients discover, purchase and consume solutions. Clients want the same simple, subscription based options they experience as a consumers available in addition to the traditional models in place to support their businesses. They want solutions, not technology. By enabling new partnering models through new and changing engagement models vendors can accelerate their ability to drive innovation, deliver solutions, create new revenue opportunities and through enhanced value create to meet and exceed client expectations.
Lynn Hunsaker and Jake Dacillo
Silos: The Kryptonite of Business Growth - Why Marketing Leaders Are Best Positioned to Address
Silos to a company are what kryptonite is to Superman, depriving a company of its power to grow and thrive at its full potential. And make no mistake, it starts at the top. The executive team can be a silo in itself, potentially creating an overflow of silos below. So, what’s the good news? It’s in marketing’s control. That’s right – Marketing. Whether large or small, when silos are a pervasive problem within a company, marketing leaders are in the best position to address and strategize corrective action for resolving the company-wide fractionalization. The silver bullet is that the most effective rallying point is the customer’s well-being, and Marketing is steward of customer intelligence. Centering attention on customers’ needs as the shared mindset tends to resolve or prevent a lot of silo tendencies. And through implementation of organizational learning and collaboration, a unified culture and empowered company environment emerges yielding better experiences for employees and customers. The extra perk is marketing teams and budgets are freed up. Process interruption and setbacks are minimized. Attend this SoCal ANA B2B Keynote Panel Debate to hear views and gain insights on company silo challenges and solutions (the anti-kryptonite).
Empathetic Content: The Key To Building Lasting Customer Relationships
Dramatic demographic and behavioral changes have given rise to a new type of B2B customer, one who acts more like a digital consumer than a professional buyer. Armed with technology and access to data, these B2B consumers easily avoid engaging with sellers until late in the purchase process. Educating, entertaining, and engaging them is now a marketing imperative -- your content must appeal to their more demanding needs or risk losing out to fast-moving competition. Forrester’s Laura Ramos explores the new content requirements in customer-centered age and how empathetic content is now essential to winning buyers’ attention, serving their needs, and retaining their business long term. Key takeaways: B2B buying has changed fundamentally and adapting requires engaging content. Most B2B content fails our engagement test: change this and gain competitive advantage. Engagement is the goal; personalization is only one approach to get there. Engaging content requires a new, empathetic mindset – four practices help you build empathy.
The Day Marketing Held Sales Accountable
Virtual Causeway needed their marketing program spend to generate as many marketing qualified leads (MQL) as possible, and they needed those MQLs turned into sales qualified leads (SQL). The problem was that Sales rejected over half of their MQLs, resulting in excess marketing program spend, lead flow shortfalls, intra-departmental conflict, and an overall questioning of marketing’s effectiveness and contribution. Learn how Virtual Causeway overcame this by implementing an effective sales engagement strategy.
How Authentic Brands Make Millions - Jeetendr Sehdev interviews the young founder of Ratchet clothing, Dhillan Bhardwaj
In an age where evolving technologies seem to make marketing tactics increasingly complicated can brands achieve success by just being true to themselves? In this interview, New York Times Bestselling Author, Jeetendr Sehdev interviews Dhillan Bhardwaj, who became a millionaire at the age of 16 by designing clothes in his parent’s garage. Dhillan’s organization, Ratchet clothing, has since gained celebrity clientele including Rhianna, Miley Cyrus and Taylor Swift an engaged community on social media. Dhillan''s lessons in entrepreneurship are sure to leave you with a new perspective on how authentic brands can transform business success.
Paul Bellantone, CAE
Promotional Products Association International
Delivering a Lasting Impression: The Power of Promotional Products
Bellantone will walk attendees through the journey that is experiential branding. In an era of digital everything, marketers everywhere are turning to promotional products to connect with clients and consumers to cultivate passionate brand advocates through brand experiences. Promotional products, the only medium invited into spaces and places other media can’t touch, deliver the best reach, recall, response rates and return on investment for marketers and advertisers. This session will feature evidence-based strategies, proven tactics and a fresh perspective on promotional marketing, as well as trends and techniques marketers are using to create measurable brand experiences, build communities and earn the trust and loyalty of clients and consumers.
Is data our friend or foe?
In this seminar session Masha will explore the marketers rather complicated relationship with data. While the benefits of being "data-driven" are widely discussed, achieving a truly successful end-result doesn't come easy- leaving many marketers stuck somewhere between feelings of love and hate. Sharing her own experiences and expertise, Masha will discuss the common pitfalls of data-driven marketing, encouraging the audience to examine their own practices and consider how they can improve results for themselves and their business.
Bringing digital Transformation to life
Faced with the challenge of bringing a 160+ year old company into the digital age, PwC set out to break down silos, bring technology into every aspect of the business and adopt a go to market mindset set on empowering the individual and providing top-tier client experience. PwC’s CMO, Matt Lieberman will discuss how PwC’s digital transformation came to life within marketing, and how the marketing function can be a force for change across a business.
How to build a more predictable sales pipeline
Are you confident that your sales & marketing efforts will continue to reliably fill your sales pipeline? In this session, you''ll learn the strategies and best practices to develop, build, implement and scale a marketing-driven sales pipeline development program, including how to: Plan and scale marketing efforts to accelerate sales velocity top of funnel Generate incremental sales from targeted customers at the bottom of the funnel Reliably forecast quarterly revenue streams with more visibility Implement a thoughtful approach to demand generation and sales strategy.
World’s Simplest Brands Workshop
The workshop will focus on how organizations can use simplicity to articulate their purpose, deliver a clear value proposition and create simple employee experiences to build a more valuable brand. There will be a full room discussion before revealing the actual results from Siegel+Gale’s annual World’s Simplest Brands study.
Tim's talk will explore the endless design solutions for displaying and interpriting data. He will utilize one data set with 35+ unique approaches to visually represent the information. Tim will also explore layering in relevant contextual data to help audiences better understand the whole picture. He'll lastly explain his process & methods for creating these designs. With any additional time, he’ll gladly take questions for the audience.
Mastering the Art of Branded Content
This exclusive panel session will give you access to the incredible insights of Chantal Rickards, Rupert Maconick and Adam Hua as they discuss how and why Marketers should master the art of branded content. You can expect an entertaining, straight talking discussion from some of the most successful thought-leading individuals in the world.
The panel will discuss
What is branded content? Why should B2B and B2C Marketers be concerned in harnessing it and how should they do so?
How do you balance Art and Science when it comes to branded content? What are the common pitfalls? What are the key strategies for success? How is success measured?
How does branded content fit into the marketing landscape of the future? What are the panellists predictions?