5:30 am-7:00 am
Fun run/walk/bike ride (Meet in Hotel Lobby)
Breakfast (Sheraton Chicago Ballroom I, II, III)
Keynote session (Sheraton Chicago Ballroom)
The Story of Domtar’s "PaperBecause" Campaign: Behind the Scenes of a Paper Movement
In this digital, environmentally conscious age, paper too often gets a bad rap. As North America’s leading copier and printer paper maker, Domtar knew it had to do something about the problem, but a broad consumer ad campaign wasn’t in the cards. So Domtar opted to target opinion leaders and purchasers of large volumes of paper. The resulting campaign uses digital, social, viral, video, PR—and, of course, print—to tell the Paper: Because story, which is helping change opinions about paper and create preference for the Domtar brand.
Panel session (Sheraton Chicago Ballroom)
In the Moment: How and Why to Do Real-Time B2B Marketing
In the "old" days, marketers would create annual plans and pretty much stick to them with little or no deviation. Then came quarterly plans, spurred by faster-changing business conditions and easier-to-change-and-optimize tools. Now, we’re in the era of real-time marketing, where marketing campaigns sometimes resemble political campaigns, inspired by current events and the news and created on the fly. Learn bow some b2b marketers are tapping and borrowing from the consumer marketing and political worlds to do effective real-time b2b marketing.
MODERATOR: David Meerman Scott
, Author, Real-Time Marketing & PR
PANELIST: Rich Jurek
, Group CMO, The Inland Real Estate Group of Companies, Inc
PANELIST: Jeff Beringer
, Global Practice Leader, Digital + Social Media, GolinHarris
PANELIST: Matt Petitjean
, Vice President, Corporate Marketing, ADP
Panel session (Sheraton Chicago Ballroom)
Online B2B Communities: What We've Learned to Make Ours Even Better
In the mid-2000s, online b2b communities were red hot. Everyone wanted one. Success stories included ITToolbox, Oracle Technology Network and GlobalSpec’s nrand new CR4. But a funny thing happened along the way: many efforts failed, due largely to lack of customer enthusiasm and adoption. But those that have survived and prospered have figured it out how to make these things work. At least one has become such a strong umbilical cord to customers that its parent is considering taking the child’s name!
MODERATOR: Kate Maddox, Executive Editor, BtoB
PANELIST: Mary Aufdemberg, Director, Product Marketing, Daimler Trucks North America
PANELIST: Molly James-Lundak, Global Head, Brand/Internal Communications, Premier Farnell
PANELIST: Eric Hawkinson, Director, Marketing, Production Printing Solutions, Canon Solutions America
11:30 am-12:30 pm
Firestarter session #4 (Sheraton Chicago Ballroom)
In this hour, you will hear five consecutive "firebrands" take 10-12 minutes each to raise the roof on a narrower but key b2b marketing issue or trend.
#Listen Up: B2B Customers Are 140 Characters Closer Than You Think
Twitter brings us closer to the things we care about. With over 400 million Tweets a day, conversations unfold around topics from breaking news to cultural events to marketing trends. Learn how you can tap into these conversations to get closer to customers.
101 Cliches: B2B Marketing's Most Notorious Creative Faux Pas
Clichés are everywhere in b2b marketing. Every trade magazine and most PowerPoint decks and websites are jammed with cringe-worthy specimens. We’re so overrun you may be forgiven for thinking it’s hopeless. Learn how to fight this plague and what the antidote might be.
SPEAKER: Reuben Webb
, Creative Director, SteinIAS EMEA
, and author, 101 Cliches
How a Hyper-Connected World Can Get You the Best Answers to Tough Questions - Fast!
Expertise to understand and capture new markets isn't always in your company. But now you can get it easily. See what 75+ of the world's top companies are doing to take market intelligence and decision making to the next level.
Put a Rocket Up Their @ss: Provocation vs. Solution Selling?
In a slower-growth economy, already-long sales cycles become even more extended. Marketers need to light fires, setting aside ordinary conventions of proper form and process to accelerate decision-making, indeed to create decisions others aren't even yet contemplating.
SPEAKER: Rick Segal
, President Worldwide & Chief Practice Officer, gyro
Please Stop Creating More Content—Now!
Nine of 10 b2b marketers are actively creating 'valuable' content for marketing purposes, yet only one in three is seeing results. Plus, the content being created in different silos is causing havoc to the customer experience. What does Joe suggest?
Wrap up and adjourn (Sheraton Chicago Ballroom)
What In the Blazes Did We Just Learn?