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| BMA Conference Agenda | |
| "Marketing the Marketing Department" | |
| June 9 - 10, 2005 | |
| Millennium Knickerbocker Hotel | |
| Chicago, IL | |
| Wednesday, June 8th | |
| Chapter Management | |
| 8:00 - 9:30AM | |
| BMA Board of Director's Meeting | |
| 9:45 - 10:30AM | |
| BMA Annual Meeting | |
| 10:30 - 11:00AM | |
| Break | |
| 11:00 - 12 Noon | |
| Chapter Management Workshop | |
| 12 Noon - 1:45PM | |
| 12 Noon - 1:45PM | |
| Chapter Excellence Awards | |
| 2:00 - 5:00PM | |
| Chapter Management Workshop | |
| 3:00 - 6:00PM | |
| Registration | |
| 7:00 - 10:00PM | |
| Welcome Reception - House of Blues | |
| Sponsored by HSR Business to Business | |
| Thursday, June 9th | |
| Marketing the Marketing Department: The Strategic Imperative | |
| 7:30 - 4:00PM - Tower East Foyer | |
| Registration | |
| 7:30 - 9:00AM | |
| Continental Breakfast | |
| 9:00 - 9:30AM | |
| Welcome - Conference Opening | |
| Michael W. Hensley, CBC - BMA Immediate Past Chairman | |
| Kirby Strickland, CBC - BMA Chairman | |
| 9:30 - 10:15AM - Tower East | |
| Keynote Address | |
| Kathy Button-Bell, CMO, Emerson Corporation Learn how Emerson has transformed itself from a conglomerate of more than sixty anonymous divisions into a branded corporation with eight business units selling integrated, cross-platform solutions. She will describe some of the obstacles encountered in changing the culture of a 115-year old, $15 billion company with more than 100,000 employees worldwide to accept and enthusiastically support an integrated marketing program. | |
| 10:15 - 10:45AM Morning Break |
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| 10:45 - 11:30AM - Tower East "The New Paradigm in B2B Marketing: Breaking Through to Profitable Growth" Keith Pigues, VP/Marketing, CEMEX USA An assessment of the critical business issues that must be addressed by marketing leaders to deliver the expected results. Those issues are: 1. Align marketing investments with company strategy 2. Link marketing to value creation 3. Increase return on marketing investment 4. Utilize marketing to accelerate and sustain profitable revenue growth |
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| 12:00Noon - 2:00PM - Continental W.A. Marsteller Leadership Award Luncheon Sponsored by Burson-Marsteller, this award recognizes achievements and contributions to business-to-business marketing excellence. It is awarded annually to the corporate marketing executive who has demonstrated consistent support and belief in business-to-business marketing communications to be a critical component in their companies success. | |
| "Making the Case for B2B Branding" Robert M. Lamons, President, Robert Lamons & Associates Former BMA chairman Bob Lamons will be unveiling his new book, The Case for B2B Branding, which is the first to focus exclusively on the subject of business-to-business branding. Lamons has researched and written a series of engaging stories about the power of brands in b-to-b marketing, including a 7-step how-to-do-it process and 21 case studies with valuable lessons for practitioners at every experience level. |
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| 2:00 - 2:45PM - Tower East "The Key to Maximizing Shareholder Value" James R. Gregory, CEO, CoreBrand Using data from his BrandPower ratings, Jim Gregory will show us how advertising leads the way in increasing the value of intangible assets. If you want to gain top management's attention, use metrics they think are important. |
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| 2:45 - 3:15PM Afternoon Break |
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| 3:15 - 4:00PM - Tower East "The Accenture Story" Teresa Poggenpohl, Director, Global Adverting & Brand Management, Accenture and Michael Krauss, Managing Principal, Market Strategy Group |
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| 4:00 - 4:45PM - Tower East "What Makes B2B Marketing Work?" Diane Primo, Vice President, CMO, CDW Attendees are invited to participate in a lively Q&A session on what's working in business-to-business marketing and what's not. |
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| 5:30 - 9:30PM - Chicago Cultural Center Windy City BizBash Sponsored by BMA/Chicago |
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| Friday, June 18th Marketing the Marketing Department: Practice and Implementation |
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| 7:30AM - Noon - Tower East Foyer Registration |
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| 7:30 - 8:30AM Continental Breakfast |
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| 8:30 - 9:15AM - Tower East Keynote Address "Guess What They Say Behind Your Back - What Clients and Colleagues Tell Everybody But You." Chris Coleman, CMO, SecureWorks There isn't a marketer alive who doesn't wonder now and then what their boss really thinks of his or her work. Chris will touch on the questions she hears most often, including: -Why can't I get a straight answer about money? -Why is it so hard to work wit these people? -How can I prove I'm worth what they're paying me (or more)? -Should I leave this job or stick it out? |
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| 9:15 - 10:00AM - Tower East "Customer Value Creation: A Platform for Profitable Growth" Gary Plaster, Partner Charter Consulting Profitable growth is an often talked about but seldom realized objective of industrial companies. The benefits are obvious but in reality most companies do not have their processes, people and technology aligned to achieve profitable growth. What results is ebb and flow with the general economy with intense focus on cost reduction during down |
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| 10:00 - 10:15AM Morning Break |
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| 10:15 - 11:00AM - Tower East "The Emerging World of Vertical Search Strategies" Bill Furlong, President & Partner, SearchChannel A new field of search called Specialized or Vertical search is taking root across a myriad of industries and topics. This presentation will look at just how serious search has become and where it will take the business marketing practitioner. It has unfolded into three key areas: local, topical and vertical, or business to business. The presentation will feature: -The general impact of search on web users, marketers and publishers -How marketers are shifting budgets to search -The emerging b2b search engines: how they work, who uses them and how marketers utilize them -SEO and PPC, the two anchors to a strong search strategy -Integrating Search Engine marketing into the mix -How to track success -A look at blogs, sell side advertising, contextual networks, behavioral targeting. |
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| 11:00 - 11:45AM - Tower East
"Marketing in the Middle" Ken Wells, VP, Database Marketing Solutions In customer-centric organizations, CRM is an integrated process in which customer data is at the core of organizational planning and execution. Successfully managing data access and interdepartmental relationships places the marketing department at the center of the new business paradigm. |
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| 12:00 - 2:00PM - Continental G. D. Crain, Jr. Award Luncheon Sponsored by B@B Magazine This annual award recognizes the BMA member who has contributed to the development and improvement of business-to-business marketing and demonstrated outstanding and unselfish service to the Association. |
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| "Follow the Money" Gordon Hochhalter, Partner, Creativitystrategyconnectivity Guy Gangi: Partner, Creativitystrategyconnectivity ROI is not a bunch of unconnected, unrelated metrics. True ROI is one thing and one thing only. It is the ability to go to the boardroom where all the people who speak the language of money reside and say, "You gave us X marketing communications dollars and because of our efforts it has earned X+Y in immediate income flows back to the company and Z in accrued brand assets." This presentation explores how media metrics, brand network, behavior and transaction measures can be used to follow the money and deliver true ROI measurement that resonates in the board room. |
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| 2:15 - 3:00PM - Tower East "Assessing an Internet Strategy" Michael Davies. President & CEO AlphaZeta |
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| 3:00 - 3:30PM Afternoon Break |
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| 3:30 - 4:15PM- Tower East "Bridging the Gap Between Marketing & Sales" Barry Rosen, President Josh Stailey, Chief Strategy Officer The Pursuit Group Senior management is questioning the results of marketing departments-sometimes even their purpose. Sales is often the marketing department's harshest critic. The bottom line: the gap between marketing and sales threatens a marketers relevance, even their job. |
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| 4:14 - 5:00PM - Tower East "Workshop: Building B2B Marketing Skills for Sales Success" Eric Gagnon, Author, The Marketing Manager's Handbook The BMA MSA/B/C Skills Assessment, Training and Skills Building Program for B2B Marketing Managers. An overview of the BMA's new MSA/B/C skills assessment, training and certification program for B2B marketing managers, covering the following topics: * Real Marketing: Principles of effective development, clear presentation, and rapid execution of B2B marketing projects; * Importance of leadership, salesmanship, and execution in B2B marketing; * MSA/B/C Overview: Why it's needed, what's covered, how it works, and how to get the most from it; * Sample MSA/B/C Topics-Skills Training Overview: B2B ad copywriting and Web site development skills for marketing managers |
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| 5:00PM Conference Adjourns | |
