Seminars
Breakfast Workshop: B2B Bootcamp for Corporate Marketers
What worked yesterday doesn’t apply today. It takes a hard-nose perspective to maneuver through today’s marketing minefield. Customers are skeptical and budgets are tight. You need new ideas, new ways to measure success and new attitudes about marketing’s role in your company’s future.
This workshop, limited to just 25 corporate participants, provides a unique opportunity for marketing executives to enhance their strategic skills and operational performance. In just two hours, you’ll work side-by-side with top B2B experts—the “Who’s Who” of B2B marketing—and your corporate peers to learn about what works, what doesn’t and where you go from here.
This is a hands-on workshop where you can bring your toughest challenges and walk through solutions with the best and brightest. You’ll also learn:
- Why now, more than every, you need to align your brand experience with your brand promise
- How B2B companies can boost their competitive advantage through online marketing and social media, including tips so you can see results in 30 days
- How to make marketing a profit center, particularly during a recession
- Why customers don’t trust you and how to reclaim your brand’s reputation
- Chief Marketing Officers
- Vice Presidents
- Directors
- Corporate marketers responsible for strategic direction, marketing ROI and budgeting for the company’s marketing initiatives
*Note, participation restricted to currently employed corporate marketers only.
Speaker(s)
Mark Wilson
Vice President, Corporate Marketing, Sybase
Mark Wilson oversees Sybase’s branding and advertising, public relations, analyst relations, corporate events, online marketing as well as strategic marketing endeavors. Ironically, Wilson believes that economic downturns serve as a blessing in disguise for frugal marketers, and who isn’t one today? He regularly speaks at B2B conferences on how customers understand and evaluate information online before they make their decision to buy and how social media fits into the overall marketing mix. His no-nonsense approach means tactics you can implement in 30 days and start seeing results.
Hans van Heukelum
Vice President, Global Marketing and Brand, Aon
With Aon since 2005, Hans van Heukelum holds responsibility for branding, strategic marketing and marketing shared services (including creative design, event marketing and interactive marketing). Formerly with the Zyman Group, one of the country’s premier brand and marketing operations consulting firms, van Heukelum stands as one of the mostly highly regarded members of his field. As a panelist for BMA Colorado, he’ll talk about how to build a sustainable brand in an environment focused on quarterly earnings. From brand awareness and employee engagement to Aon’s recent sponsorship of Manchester United, van Heukelmum has proven his ability to deliver marketing ROI across the board.
Mark Shadle
President, Central Region, Edelman
Mark Shadle serves as president of Edelman’s central region, which includes the Chicago headquarters. With nearly 25 years of industry experience with Edelman, his expertise involves reputation management, crisis and issues management, and technology and business marketing, among other areas. When Shadle talks, people listen. Because more than anyone, he knows why customer belief in corporations, the media and government is sagging worldwide. With trust key to wooing customers and rebuilding investor confidence, his insights on who people trust and why are crucial to companies now more than ever. Shadle will share the results of the 2009 Edelman Trust Barometer, the first-ever mid-year update and what it means to B2B marketers.
Ian Heller
Senior Partner, Real Results Marketing
As the marketing guru and strategic brain trust for Real Results Marketing, Ian Heller brings enthusiasm, energy and insights to his clients' businesses. He has a storied history of building great marketing capabilities and organizations for respected businesses throughout North America, having served in senior executive roles for Corporate Express, W.W. Grainger, Newark Electronics and G.E. Capital, Rail Services. Sharing David Packard’s sentiment that "marketing is too important to be left to the marketing department," Heller has developed a history of creating highly engaged, cross-functional teams—marketing, finance, IT, operations, you name it. The result? A "movement" within a company that delivers remarkable, measurable results that prove marketing is the responsibility of the entire company, not just a select few.
