WORKSHOP LEADER:

Mike Brown, Founder, Brainzooming

Until now, you’ve dismissed social media as something only consumer brands need to pursue. But then your website traffic nose-dived when search engines started factoring social media into their rankings. You just started hearing about customers discussing your new product introduction during Twitter chats. And the final straw . . . your primary competitor started a blog and is posting weekly videos on YouTube. So maybe it’s time to pay attention to social media, but how much attention? What’s important to do first? How little can you get away with doing? Can you simply reuse your press releases as a blog? And will any of this social media stuff create ROI?

Key Take-Aways:

• A template for creating a metrics dashboard to identify what, how, and when you’ll see social media ROI
• Insight into the two biggest mistakes in social media for B2B brands
• Six success factors for social media strategy and implementation
• Lessons and practical action steps for your most pressing social media questions

ABOUT YOUR WORKSHOP LEADER:

Mike Brown is a two-decade B2B veteran with senior-level Fortune 500 experience in analytics, marketing communications, and strategic planning. As founder of The Brainzooming Group, he is an experienced, well-recognized social media practitioner who practices what he preaches in B2B content marketing, helping traditional business-oriented marketers tell their stories in ways that reach and resonate with B2B buyers.

WORKSHOP LEADERS:

Gary Robbins, Partner, Integrated Marketing Solutions, Frost & Sullivan

Lauren Jaeger, Director, Integrated Marketing Solutions, Frost & Sullivan

Do you believe you should be integrating your marketing? YES, of course you do, as do most marketing professionals. But, if everybody agrees, why aren't all organizations able to integrate? What are the top challenges and obstacles organizations are facing when it comes to integration, and can we overcome those challenges? In marketing, the gap between "what you should do" and "what you are doing" tends to grow larger every day. Lack of budget, bandwidth and experience has proven to create significant obstacles. Good News! Help is on the way. In this hands-on interactive session, your creativity and skills will be put to the test in a team competition. Together, we'll help create a strategy and blueprint that you can use to build your own Integrated Marketing Solution, so you can stop "wanting" and start "doing!"

Key Take-Aways:

• Action items for "How to", "When to", "Why to" implement Integrated Marketing
• Tying marketing principals together: benefits and outcomes of Integrated Marketing
• Fun and creative exercises to bring back to your team that will ignite their creative instincts
• Clear insights on understanding how multiple channels can be utilized across campaigns and products
• A strategy and blueprint to build your own Integrated Marketing Solution

ABOUT YOUR WORKSHOP LEADERS:

Gary Robbins has over 15 years of experience designing, developing and executing customized integrated marketing solutions for Fortune 500, mid-sized and emerging companies. He consults with CEO's & CMO's, across all markets,  to plan out both current and near term initiatives by pooling the best and most relevant resources in research and marketing to provide a fully integrated and ongoing marketing solution.

Lauren Jaeger has over 10 year experience as a marketing executive, who has a passion for leadership and marketing innovation. As Director of Integrated Marketing Solutions, she is responsible for fueling company growth through marketing, product development, and services. Prior to Frost & Sullivan, she held executive roles in both large corporations and startups, including publishing and media organizations.

WS3. Best Practices for Achieving World Class Marketing and Sales Integration and Effectiveness

Workshop Leader:
Lisa Cole, Vice President, Strategic Services, OppSource

It’s no secret that a tightly aligned sales and marketing team will do wonders for your organization’s bottom line, but do you know how to truly enable ‘SMarketing’ harmony? More than teams getting along at an occasional happy hour, it’s imperative that everyone is on the same page when it comes to definitions (What is a lead? What criteria must it have for sales to accept it?), processes (What are agreed-upon timeframes for follow-up? How many attempts will sales make to connect before passing back?), best practices (what are the levers you can pull to improve conversion throughout the revenue pipeline?) and reporting (How many marketing generated leads ended up in the pipeline? Where can closed deals be traced back to marketing’s investments?).

Key Take-Aways:

• A template for creating two-way SLAs between sales and marketing
• Guide to executing meaningful SMarketing dialog and process-building activities at your organization
• Best practices for bringing people, systems, and campaigns together to create more impactful, measurable results

About Your Workshop Leader:

Lisa Cole has spent 15+ years helping B2B businesses like yours develop demand generation strategies that actually work, facilitating true Sales and Marketing Alignment, and advocating sales enablement to generate revenue profitably. As Vice President of Strategic Services at OppSource, her key focus is helping our clients ensure their marketing dollars measurably impact pipeline and revenue growth.

What it Takes to Be a True Marketing Leader and Innovator

Kathy Button Bell, Vice President & Chief Marketing Officer, Emerson

Kathy Button Bell is a veteran of the global B2B marketing wars. Her long experience ranges from enterprise brand architecture to complex solution selling. More recently she has concentrated on the changing responsibilities of marketing executives as they face the corporate culture challenges created by the new social media.

Key Take-Aways:

• Insight on the changing skill sets for marketing
• Examples of how customer insight can become “delectable content”
• First R&D and sales, then IT, now HR – framework for how marketing can cope with “cats sleeping with dogs”

Competitive Dynamics: Analyzing and Acting on Customer and Industry Trends for Competitive Advantage

Chris Hummel, Chief Commercial Officer & Global Chief Marketing Officer, Siemens Enterprise Communications

Can your organization make the shift from an engineering-driven to a market-driven approach? Learn how one of the world's leading communications technology companies transformed its approach to product and service innovation by shifting portfolio prioritization, flipping development processes and igniting a new marketing culture thru a Market-Driven Company initiative.

Key Take Aways:

• Gain insight into how to innovate based on market trends, customer demands, new business models and persona-based requirements
• Preview some lessons and techniques learned to help shift company culture to be more market-driven and customer-centric
• Insight on how such change must encompass the whole company to create competitive advantage

CONCURRENT TRACKS:

Design a program structure to meet your individual needs. Choose any track or any session within a track.

Track 1: The CMO Strategist
Track 2: Implementing B2B Marketing Strategy
Track 3: It’s a Digital World

Breakout Sessions - Create, Communicate, and Connect

Participant-driven discussions focusing on your key challenges and concerns.

Choose one of the following:

RT1. Filling the Funnel: Driving Engagement at Scale with Smarter Content

FACILITATOR:

Ben Straley, Vice President, Social Technologies, Rio SEO

Getting the attention of your target audience is hard.  Ubiquitous social media, cross-platform media consumption, and declining ad effectiveness make it virtually impossible to cut through the noise and connect with your target audience.  During this session, we’ll define the problem in simple, operational terms, identify opportunities to grow an audience and create impact, and present solutions every brand can use to grab and hold the attention of the people they want to reach.

Key Take-Aways:

• Best practices for brands to publish and distribute compelling, “share-worthy” content
• Guide to using your audience data and personas to know when your content’s landing with the right audience(s)
• Essential tools, technology, and data to plan, launch, measure, and optimize social content programs
• A predictive framework for knowing what content will connect with and get amplified by your target audience
• Methods to Identify and Optimize the content that resonates

RT2. From Analytics to Actionable Insight: Catapulting the Value of Your Customer Data

FACILITATOR:

Tom Click, Director, Enterprise B2B Advertising, Integrate

This interactive session will discuss the extent to which closed-loop analytics are currently, if at all, being successfully implemented by savvy B2B marketers. Moreover, it will guide attendees through common implementation pitfalls, providing a framework for closed-loop analytics best practices.

Key Take-Aways:

• An understanding of the current state of B2B marketing analytics and reporting
• Action items for implementing successful closed-loop analytics systems
• Insight with regard to potential point solutions and partners

RT3. Digital Metrics for Decision Making with Impact

Ask the Experts! Panel Discussion

Mastering the Art of Super Creative Marketing

MODERATOR:

Andrew Pierson, Chief Marketing Officer, Personalized Brokerage Services, Allianz

PANELISTS INCLUDE:

Scott Gordon, Chief Marketing Officer, Forescout

John Travis, Vice President of Brand Marketing, Adobe

George Stenitzer, Vice President, Marketing & Corporate Communications. Tellabs

Nathan Bricklin, Senior Vice President and Head of Social Business Strategy, Wholesale Services Group, Wells Fargo

Jamie DePeau, Chief Marketing Officer, Lincoln Financial Group

Technology is empowering both the consumer and marketer in a way never before seen in history, but who has the upper hand? Mobile has proven to be on the final puzzle piece of the omni-channel marketplace, social media has permanently changed customer service and the marketer now has a multitude of data to better understand their customers and what marketing investments provide a ROI. In the midst of all this change, what does it take to surprise, delight, and engage customers?

Key Take-Aways:

• Real-world examples of how marketers are innovating within the modern day marketplace
• Insight on how to filter the multitude of information while balancing creativity with accountability
• Best practices for driving innovative programs within large organizations and agency partners

Running the Gauntlet: What To Do When Business As Usual Isn't Cutting it Anymore

Jeff Hayzlett, Best-Selling Author, Global Business Celebrity & Sometime Cowboy, The Hayzlett Group

Business leaders today are faced with running and driving change through the business gauntlet, and need to develop the mental, emotional, and physical toughness that is central in smart, strategic, and lasting change. Inspiring business leaders to “get up in their own businesses,”Jeff Hayzlett will demonstrate his personal best practices and methods for driving change while simultaneously increasing profit and winning over new customers.

Key Take-Aways:

• A framework to develop a “takeover mentality” to execute the right changes and deal with any disruptions they may cause
• Tools to summon the vision and courage necessary in driving change and sustainingyour company’s newfound momentum
• A guide to sharpen the mental and emotional toughness to make strategic and lasting change within your organization

Answering the Demands of 24/7 Business: How to Get Your Mobile Strategy Off the Ground

Stephen Gates, Vice President and Creative Director, Global Brand Design, Starwood Hotels & Resorts Worldwide

Learn the secrets used by Starwood Hotels & Resorts developing their mobile road map and launching award winning multi-platform mobile apps and mobile web sites, and and the lessons that apply for mobile engagement across all industries, B2B or B2C.

Key Take-Aways:

• Understand the different between a long term vision and individual projects in creating a successful mobile project roadmap for mobile apps and mobile web sites
• Techniques for how to successfully get buy-in on your mobile roadmap at your company Designs and development insights learned from creating complex iOS and Android apps for smartphones and tablets including the creation of our pioneering state-aware user experience design concept
• Designs and development insights learned from our work to completely re-design our mobile web sites for our 9 brands in 9 different languages

Reinventing the Demand Management Process

Keith O’Brien, Vice President, Global Research, Frost & Sullivan

A best practice case study presentation on how Marketing at Kronos (a workforce management software solutions company) provides Sales with high-quality, actionable leads through enhanced lead management and demand generation performance. This interactive session will demonstrate how to scrutinize an existing lead management process and create an action plan for the revitalization of demand generation activities. 

Key Take-Aways:

• Guide to developing a cross-functional plan for the future state of lead management
• Insight on improving the prioritization and scoring of leads
• Tools for establishing criteria for lead filtering and progression

Choose one of the following:

Solutions Wheel

Play the “wheel” and join a series of rapid-fire, one-on-one meetings with leading solution providers.

OR

Marketing’s Cool Tools and Technologies, Today and Tomorrow

MODERATOR:

Ross Ozer, Head of Marketing, Institutional Wealth Services, Fidelity Investments

PANELISTS INCLUDE:

Kevin Murphy, XIAMETER® Global Product Market Manager, Dow Corning

Pam Didner, Global Integrated Marketing Strategist, Intel

Aniko Delaney, Managing Director, Global Marketing, BNY Mellon

Kathleen Delaney, Senior Vice President, US Marketing, Aon


The rise of new marketing technologies and tools has permanently shifted the enterprise marketing landscape. Whether it is mobile analytics, web technologies, or marketing automation, technology is changing the way we market to our customers, conduct business, and make technology investments. This interactive panel will look at this new landscape and delve into the larger implications for modern marketers.

Key Take-Aways

• Insight on the new technologies available to the CMO and how those technologies will influence marketing technology platform decisions
• Best practices for making a business case for technology investment and how to best utilize analytics to tell a compelling story
• Guide to utilizing these technologies to effectively market to customers and create a better customer experience

Food For Thought- Networking Roundtables Hosted by Industry Leaders

Practitioners and solution providers host a menu of luncheon discussions on pertinent industry issues. Dine and dish with industry experts. The list of discussion topics will be available onsite.

Breakout Sessions - Create, Communicate, and Connect

Participant-driven discussions focusing on your key challenges and concerns.

 Choose one of the following:

TT1. How to Fix Your Product Development

FACILITATOR:

Sheila Mello, Managing Partner, Product Development Consulting (PDC)

This interactive Think Tank Session will address organizational challenges to accelerating product development. How do you identify what needs to be fixed? How can you achieve cross-functional consensus on the root causes—and the solutions? This session will provide the opportunity to work on each of five obstacles customers most often identify: organizational silos and their effect on cross-functional team effectiveness, feature creep, project management, management’s role, and compressed product life cycles.

Key Take-Aways:

• Diagnostic tools for evaluating product development
• Insights into solving the five obstacles affecting product development
• Techniques for achieving buy-in at all organizational levels

TT2. Aligning the Organization with Your Value Proposition
 

FACTILITATOR:

Pat Tremaine, Partner, TMG International

A well-executed value proposition can bring your brand to life and improve your Customer experience, however delivering on your value proposition requires cohesion between various cross-functional teams in the organization. The entire organization must be engaged and everyone should understand what actions they have to take to deliver on it.

Key Take-Aways:

• Tools for redefining a value proposition that will deliver the greatest impact to the organization
• Framework for using your value proposition to prioritize planned projects against real Customer needs
• A methodology and success factors for creating alignment around the value proposition to enhance customer experience

TT3. Engaging Customers with Digital Content

FACILITATOR:

Marty Muse, Vice President of Client Solutions and Success, digitalrelevance

This interactive session will identify the connections between online content, various distribution channels and how these two elements can influence a company’s sales funnel. It will also facilitate a conversation between CMOs about how digital content can drive qualified online traffic, revenue and client satisfaction.

• Best practices for driving qualified online traffic
• Insights into content marketing and digital PR
• Guide to identifying the right distribution channels for your content

Networking, Refreshment, and Exhibition Break

Featuring The Power Showcase

Leveraging Your Distribution Network and Channels to Enhance the Brand Experience

Jean Wiskowski, Chief Marketing Officer-Commercial, Prudential

Even though the importance of brand varies by product or service, all companies want to build positive brand experiences with their consumers. Learn how an employee benefits insurance carrier was able to achieve a positive brand experience in a distribution network they had little or no control over. Lessons learned can be applied across industries.

Key Take-Aways:

• Best practices to build a positive brand experience
• Insight into consumer purchase decisions
• Guide to understanding employee communication preferences

Ask the Experts! Panel Discussion

Customer Experience and Engagement Across the Enterprise


MODERATOR:

Ellis Booker, Journalist

PANELISTS INCLUDE:

Kim Metcalf-Kupres, Vice President Global Strategy, Sales and Marketing, Power Solutions, Johnson Controls

David Craig, Wholesale Bank Marketing Director, SunTrust Bank

Ben Edwards, Vice President, Global Communications & Digital Marketing, IBM

Cassandra Rollins, General Manager, Sabre Hospitality Solutions

Jim Braselton, Senior Vice President - Strategy, Marketing, Sales & Logistics, Mcinnis Cement

Delivering an excellent customer experience while driving operational excellence presents a mighty challenge to modern marketers. To drive customer engagement and experience across the enterprise, it's crucial to look at segmented messaging, customer insights across the organization, and understand which channels your customers prefer to engage in, whether through traditional channels like direct mail, or through digital channels like social media or email. This session will explore the best practices for narrowing in on the best channels to target your customers according to their preferences.

• Framework for establishing proactive customer engagement through digital and traditional channels
• Best practices for getting the best value for your marketing dollar while driving operational excellence
• Tickler for leveraging big data to provide more contextual offers to your clients

Navigating the Nuances of Global Marketing

Dan Edgar, Emerging Markets Innovation Leader, DuPont

DuPont has clear goals for expanding into emerging markets.  Success in achieving these goals requires both expanding the marketing skills within the local organizations as well as changing the way we manage our global businesses. The DuPont corporate structure and focus, like so many U.S. based multi-national companies, has been evolving over the past 50 years. As the world grows by 150,000 people each day, primarily in emerging markets, we expect continued strong growth in demand for goods and services in those emerging markets. The intersection of these two pathways establishes an attractive market space as well as opportunities to utilize novel business models.

• Examples and action items on how to regionalize global tactics
• Insight on how to address customer behavior in different regions
• Framework for facilitating communication internally, on a global basis

Fireside Chat Breakout Sessions – Create, Communicate, and Connect

Participant-driven discussions focusing on your key challenges and concerns.

Choose one of the following:

FC1. Driving Revenue Through High Impact Marketing: Empowering and Enabling the Sale

Fireside Chat With Joe Levin, Head of Sales Enablement, CDW

Interviewed By:

Cheryl Smith, Executive Group Director, Leopard

Sales and marketing must truly integrate their efforts in order to maximize bottom line benefit and function like a well-oiled machine. Is your company doing all it can to drive effective integration that truly delivers?

Key Take-Aways:

• Framework for marketing to generate more revenue through the creation of effective   enablement programs

• Insight on the importance of brand consistency all the way to the "last three feet"

• Tools to enhance marketing's own profile within the organization by
  driving efficiencies for the sales team

FC2. Transcending Traditional Marketing: Creating an Interactive Customer Experience

Fireside Chat With Michael Rapp, Senior Manager, Marketing Communications, Fujitsu Network Communications

INTERVIEWED BY:

Gavin Finn, President and Chief Executive Officer, KAON Interactive

Three of the biggest challenges facing B2B companies today are 1.) Differentiating products from the competition, 2.) Demonstrating how the product works, even when they are physically present and 3.) Communicating your value proposition to multiple audiences, no matter the venue. This interactive session will provide attendees with an overview of interactive technologies that transcend traditional marketing practices.

Key Take-Aways:

• Insight into interactivity has proven to increase product knowledge retention
• Tools and techniques on how to tell your product story interactively
• Best practices on tailoring your interactive product content to multiple audiences in the buying cycle and to multiple divisions within your organization

Prioritizing the Needs of Marketing’s Stakeholders

Allison Cerra, Vice President, Marketing, Communications & Public Affairs, Americas, Alcatel-Lucent

The Fournaise Marketing Group reports that more than 70 percent of CEOs have lost trust in marketers.  The vast majority of CEOs believe that marketers lack credibility because they cannot prove the business impact of marketing.   Many marketers find themselves struggling to keep up with the torrid pace in their field as data multiplies faster than insights, as consumers become co-owners of the brand and as new internal stakeholders emerge in the C-suite.  In this presentation, Allison Cerra will discuss how these forces are reshaping the marketing function and how marketers can adapt and succeed.

Key Take-Aways:

• Framework for aligning metrics with performance, not activity
• Success factors for reframing the customer relationship
• Best practices for speaking the language of different internal stakeholders while proving in the value of marketing’s impact on the business

Integrating Digital and Traditional Marketing

Tanya Donnelly, Global Social Media Director, Schneider Electric

Research indicates over 50% of marketers agree coordination between digital and traditional marketing teams is more challenging than it was five years ago. In this presentation, Tanya Donnelly will share how Schneider Electric is integrating social media into the marketing mix and engaging additional business processes to share the work load of customer engagement.

Key Take-Aways

• Framework constructed for the social media strategy and how this plays into Schneider Electric’s larger company marketing strategy
• Lessons learned on the integration of digital with the traditional marketing efforts across different functional groups and in 190 countries
• Metrics and tools utilized to support our process changes to marketing

Peer Council: Are You Making the Most of Your Trade Show and Exhibition Presence?

MODERATOR

Larry Wegner, Director, Global Marketing Communications, Molex

Companies are continuing to invest in tradeshows and conferences to support sales and marketing objectives.  However, defining and measuring success is extremely difficult – particularly in today's economic environment.  The successful tradeshow program today blends new technologies, unique insight into attendees, and a close collaboration with sales to ensure success.  
 
Key Take-Aways

• Framework for defining metrics, measurement and success for tradeshow programs
• Guide to identifying new technologies that can support the lead capture and nurture process
• Best practices for cultivating the qualified lead and collaborating with sales to ensure mutual success
• Communicating tradeshow successes to management
• Examples of new ways to engage with prospects: better understand audience and how to reach them

Weighing in On The Golden Nuggets From our 14th Annual MARKETING WORLD 2013: A Frost & Sullivan Executive MindXchange.

MODERATOR:

Larry Wegner, Director, Global Marketing Communications, Molex
 

PANELISTS INCLUDE:

Joseph DeRosa, Senior Vice President, Marketing & Product Management, PrimePay

Edris Takeda, Manager, Digital and Corporate Communications, Steelcase

Petra Neiger, Senior Manager, Global Social Media, Cisco

Participants at each MARKETING WORLD Executive MindXchange come away with a wealth of learnings and it can be a challenge to take it all in. During this interactive session members of our Advisory Board will highlight the most important themes, key take-aways and lessons learned as a capstone for the event.