Putting B2B Marketers in the Awards Spotlight

quotB2B marketers need to operate much closer to the sales organizationsquot Tucker saidamp160 quotTheir job is to create demand for sales contracts that are multiyear can be worth hundreds of millions of dollars and require teams of stakeholders on both the buy and the sell sides to alignamp160 It39s a very sophisticated form of marketingquot amp160The companies range he explained quotfrom dedicated businesstobusiness companies that everyone would knowamp160like Cisco to hybrid companies like a Stanley Black ampamp Deckeramp160or a Comcast for example which has a 10 billion B2B side as well a huge consumer businessamp160 Businesstobusiness marketers are an important critical segment of the ANA39s membershipquotTucker went on to describe the goals for the upcoming conference and implications of the awardsEB Moss amp160Please share more details about the Masters of B2B and how it differs from other ANA conferencesBill Tucker amp160The Masters of B2B marketing will be in Chicago June 6amp160through 8 and as the name impliesamp160is a master39s level conference amp160We39ll have more than eight Chief Marketing Officers on stage it39s a fantastic program and we39ll probably have about 600 people amp160It39s a substantial national conference and is the leading event in the US for businesstobusiness marketersMossamp160amp160What39s an example of a session that comes to mindTucker amp160Our opening keynote is Karen Walker the CMO of Cisco followed by Denice Hasty the CMO of Comcast39s B2B division amp160We39ve got Mike Simpson the CMO from Stanley Black ampamp Decker and Aniko DeLaney the Global Head of Corporate Marketing for BNY Mellonamp160 Aniko is going to do a great case study on what they39ve been doing leveraging knowledge about the bank39s founder Alexander Hamilton in their communications efforts As part of the conference we will present the ANA B2 Awards at a gala ceremony Wednesday night June 6amp160 Our call for entries is open now until March 16 amp160There39s a lot of great marketing that39s done in B2B that doesn39t necessarily get the attention it deserves and we want to bring that outMossamp160amp160I understand you39ve changed a lot of the award productTuckeramp160 We streamlined the B2 award categories actually eliminated about 30 so we39re down to 60amp160 But we added in 10 new ones including futureforward subject mattersamp160like artificial intelligence and more video submissions AI etc amp160We have a jury for the first time Xerox CMO Toni ClaytonHine is our jury chair and she39ll also host the gala amp160We encourage all agencies who either have marketers or case studies that are supporting businesstobusiness companies or divisions of hybrid companies to get involved and submit their work because it39s all about elevating the importance of marketing for B2B marketersMossamp160amp160What are some of the things that have stood out as a constant among past winnersTucker amp160It39s a combination of art and science amp160Creativity and innovation and breakthrough ideas amp160and breakthrough content of course amp160always stand out amp160B2B marketers are resultsdriven marketers so we39re trying to balance the results and the inspiration amp160We have the ability to submit against many different types of touchpoints whether it39s integrated campaignsamp160or the most creative use of direct mail amp160It39s all a source for both results and for innovationMossamp160amp160What has the ANA changed in B2B since acquiring the Business Marketing Associationamp160a couple of years agoTucker amp160The integration has been accelerated within the ANA and the BMA as a brand has been assimilated into our businesstobusiness divisionamp160 The BMA brought lots of great partners agencies and marketers so the combination of their membership with the ANA marketer membership has really made it a lot more powerfulamp160 In addition the chapters continue to be a powerful local businesstobusiness community for B2B advertisers in major marketsMossamp160amp160How is B2B evolving in the overall advertising and marketing landscapeTucker amp160There are specific techniques to B2B marketing that stand out amp160Content marketing and permissionsbased marketing are huge tools Accountbased marketing is critical building organic growth into those relationships experiential marketing and of course the use of data and analytics and digital and social and mobile amp160Everything that you39ve seen in consumer is also happening in B2B amp160What we39re trying to do is make sure that the B2B marketing community is elevated through the use of case studies and stories because that39s how people learn best amp160So what we39re bringing to this conference for the first time as well as to the new B2B awards program is to get those stories delivered by chief marketing officers on the stage so that the B2B marketing leaders are on a par with the rock stars in the B2C communityClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Putting B2B Marketers in the Awards Spotlight

Author

Publish date

Channel

Archived in

E.B. Moss

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Putting B2B Marketers in the Awards Spotlight

Enjoying This Commentary? There's More to Love

E.B. Moss

Stay in the know with more from MediaVillage

Cookies