Title Sponsor
Wall Street Journal
Wednesday Sponsor


8:00-8:45 am
Pre-conference session 1
Understanding Modern Buyer Behavior In The Digital Age
The emerging digital economy has changed buyer behaviors in unimaginable ways in just one decade. As a result, b2b marketing is undergoing its most significant transformation ever. Modern marketers now must understand buyers ever more deeply in order to fulfill new buying goals. In this session, led by a leading authority on buyer personas and buyer insights research, you will learn of important new buyer behavior attributes and trends and why buyer insights research is essential to understanding the modern buyer.
SPEAKER: Tony Zambito, Creator and popularizer of the buyer personas concept, former Chief Consulting Officer, Cooper; former VP of Marketing, Compaq; former VP of Customer Strategy, TRW BMA14
9:00-9:45 am
Pre-conference session 2
The ABCs of “Social Selling”: Always be Connecting and Curating Quality Content
Social Selling is hot, and who better to lead a session on how to turn your salespeople into influential social sellers online than Jill Rowley, recently cited in Forbes as one of the top 30 social sellers in the world. Drawing on her most recent experience at Oracle, and Eloqua and before that, Rowley will reveal how firms like IBM, ADP, Thomson Reuters, GE, Oracle and others are teaching their sales teams to leverage social networks to sell.
SPEAKER: Jill Rowley, Founder and Chief Evangelist, Jill Rowley #SocialSelling; former Social Selling & Social Business Evangelism and Enablement, Oracle; and “Eloqueen,” Eloqua BMA14
10:00-10:45 am
Pre-conference session 3
From Promotion to Emotion: Leveraging Your Most Powerful Asset
In today’s crowded and commoditized marketing environment, b2b marketers are becoming more customer-centric and ramping up their branding efforts. A core part of brand building has always been to create an emotional connection with customers. But, assuming their customers make purely rational decisions, b2b marketers typically focus on business value to differentiate their brands. Is this strategy effective or does emotion actually play a role? Google partnered with CEB’s Marketing Leadership Council to research these questions. The quick answers: No.
SPEAKER: Mike Miller, Director of Business & Industrial Markets, Google BMA14
11:00-11:45 am
12:00-12:05 pm
Opening video
12:05-12:15 pm
Opening remarks
Where B2B’s Going
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SPEAKER: Kathy Button Bell, 2013-14 BMA Chair, and VP, Chief Marketing Officer, Emerson BMA14 BMA14 BMA14
SPEAKER: Steve Liguori, 2014-15 BMA Chair, and Exec. Dir., Global Innovation and New Models, GE BMA14
12:15-12:45 pm
Keynote session
Perpetual Motion Marketing
In order to succeed today, businesses have to constantly reinvent and reassess their brands and themselves. They need to think about: how do we move faster and what must we do to stay relevant to our customers? Business marketers have no choice but to stay in perpetual motion to help their companies move forward. That imperative calls for a range of new skills, responsibilities and outcomes. Here's how we've done it at GE and how and why you can, too!
SPEAKER: Beth Comstock, Chief Marketing Officer, GE BMA14
12:45-1:00 pm
Firestarter session
Great Expectations: What Today’s CEOs Expect From Their Marketers
CEOs today are much more involved in marketing. Yet, according to research from CEO magazine and Stein IAS, just 23% of CEOs are extremely satisfied with their CMOs. What are marketers doing well—and less well—from their CEO's perspectives? Find out at this thought-provoking session.
SPEAKER: Tom Stein, CEO, Stein IAS BMA14
1:00-1:45 pm
Panel session
Leading Through Turbulent Times: Aligning Strategy, Structure and Brand to Win
USG Corporation, a leading building materials manufacturer and distributor, knows how to face adversity head on. During the recession, the company recognized its need to change in order to survive the ebbs and flows of a global economy. In this session, Chairman and CEO Jim Metcalf will share how USG aligned and transformed the organization around his “Plan to Win” and returned the company to profitability by aligning strategy and organizational structure with both a new brand and Olympic sponsorship.
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SPEAKER: James Metcalf, Chairman, President and CEO, USG Corporation BMA14
SPEAKER: Linda McGovern, Vice President, Marketing, USG Corporation BMA14
1:45-2:00 pm
Firestarter session
Why Marketing Works, What is Good Marketing and Why It Is So Damn Sexy
Historically, marketers have said marketing was “good” by tying it to sales. Some even say, “If you can’t measure it, don’t do it.” New brain research, however, says marketing is about more than just hard numbers Learn why marketing is key to the heart and soul of a firm and its performance.
SPEAKER: Phil Clement, Global Chief Marketing and Communications Officer, Aon BMA14
2:00-2:30 pm
Networking break
2:30-3:00 pm
Keynote session
The Marketing Behind Airbus Success
Since the first Airbus aircraft took off into the skies 40 years ago, Airbus has developed a family of market-leading aircraft through customer-focused innovation. To date, the company has amassed an order book approaching 14,000 jetliners from more than 300 airlines. Learn about the amazing complexity as well as the challenges and thrills of b2b selling in this industry. And learn and gain insights from the b2b marketing strategy and programs behind the global Airbus success story.
SPEAKER: Xavier Burgat, Head of Corporate Marketing, Airbus BMA14
3:00-3:30 pm
Keynote session
Facebook and The Move to Mobile
No single invention has changed the world so much, in so little time, as the mobile phone. Today, mobile is creating a tidal wave of change that is disrupting business, culture and society in ways no one could have imagined even a decade ago. Gary Briggs, Chief Marketing Officer for Facebook, will discuss what mobile means for marketers today and how they can learn from Facebook’s own incredible transition to becoming the world’s most popular mobile service.
SPEAKER: Gary Briggs, Chief Marketing Officer, Facebook BMA14
3:30-3:45 pm
Firestarter session
Disrupt to Differentiate (In a Competitive Category)
Accenture is known for powerful and attention-getting global campaigns that get results. Relying on the principles of disruption, Teresa Poggenpohl has led the development of the acclaimed “High performance. Delivered” campaign, among others. Join Teresa as she illustrates the power of leaving b2b marketing traditions behind by using disruption to differentiate.
SPEAKER: Teresa Poggenpohl, Senior Managing Director, Global Image, Accenture BMA14
3:45-4:00 pm
Networking break
4:00-4:30 pm
Panel session
Inside the C-Suite CMO Panel with Jeffrey Hayzlett
BMA is bringing the #1 primetime business television show, Bloomberg Television’s “C-Suite with Jeffrey Hayzlett,” to the BMA14 stage for a provocative look at what’s top of mind with top b2b CMOs. In this live version of “C-Suite,” Jeff will lead a zippy, breakneck discussion with four notable C-level b2b marketers that will make 18-minute TED talks look like Congressional filibusters. A former CMO and national BMA chair, Jeff will tease out dozens of succinct, quick-witted responses on dozens of topical issues.
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MODERATOR: Jeff Hayzlett, Prime Time TV Host and Contributing Editor, Bloomberg Television BMA14
PANELIST: Rebecca Carr, Chief Marketing Officer, CenturyLink Technology Solutions BMA14
PANELIST: Stephanie Buscemi, Chief Marketing Officer, IHS BMA14
PANELIST: Ian Heller, VP of Marketing, HD Supply White Cap BMA14
PANELIST: Martyn Etherington, Chief Marketing Officer, Mitel BMA14
4:30-4:45 pm
Firestarter session
Where is B2B Going? Igniting Marketing—Along With Your Career!
No C-suite function has gone through as dramatic a transformation as that of the CMO. Greg Welch, one of the world’s top CMO recruiters, will share insights on how today’s best marketing leaders are leveraging sweeping technology changes to the benefit of their companies and brands—and to their careers.
SPEAKER: Greg Welch, Senior Partner, Spencer Stuart BMA14
4:45-5:15 pm
Keynote session
Tell Better Stories, Build A Better Business
Buyers are more connected and savvy than ever. Their influence goes beyond a single purchase as they share, comment on and recommend your business (or not) on social platforms. To engage effectively and drive results, marketers need to tell better stories through a content strategy that persists in everything they do. In this session, LinkedIn’s marketing leader will share insights into how brands are using content to achieve success on LinkedIn. He will also offer a peek into LinkedIn’s new product pipeline.
SPEAKER: Nick Besbeas, Vice President, Marketing and Customer Support, LinkedIn BMA14
5:15-5:30 pm
Firestarter session
How an Enrichment Culture Makes Employees and Customers Your Best Business Asset
B2b marketers understand every sale is to an individual decision maker and that marketing helps make personal connections. Hear how Hallmark Business Connections has used a unique enrichment philosophy to connect marketing and HR to create an enriching employee experience, leading to highly engaged customers and real ROI.
SPEAKER: Heather Teskey, Vice President, Strategy and Marketing, Hallmark Business Connections BMA14
5:30-5:45 pm
Firestarter session
Late Night Comedy Meets Corporate Storytelling
Research shows 73% of those who read b2b blogs are people. Since one of the strongest connections we make with other humans is to make them laugh, we should be using more humor! Learn from The Onion and Conan how to use humor create corporate social media content that breaks through the clutter.
SPEAKER: Tim Washer, Senior Marketing Manager, Social Media, Cisco Systems, comedy writer and former actor, "Late Night with Conan O'Brien" BMA14
5:45-6:00 pm
A preview of tonight's gala
SPEAKER: Clif Collier, Chairman, Executive Board at BBN Business to Business Network  BMA14
SPEAKER: Stephanie Buscemi, Chief Marketing Officer, IHS BMA14
6:00-6:30 pm
walk/bus to art institute
6:30-9:30 pm
Networking Gala
A Glorious Evening at the Modern Wing of the Art Institute of Chicago
Wednesday evening’s networking gala will be at the spectacular Modern Wing of the Art Institute of Chicago, just six short blocks north of the Hilton on Michigan Avenue and next door to world-famous Millennium Park. Designed by Pritzker Prize-winning architect Renzo Piano, the Modern Wing is a super-contemporary structure whose towering Griffin Court will be perfect for networking. We also will have access to the Pritzker Garden, and the European Gallery will be open to all attendees for one hour.

Day 2 - Thursday, May 29

Day 3 - Friday, May 30

May 28-30

Hilton Chicago

Title sponsor:  BMA14 Title Sponsor The Wall Street Journal


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