There’s been a seismic shift in the way today’s digitally empowered B2B buyer consumes content and engages with brands. Smart advertisers and their clients are embracing innovative technologies and platforms to not only deliver the kinds of personal experiences buyers have come to expect—but to delight them in ways they never imagined. Find out how content, context and convergence are revolutionizing the customer experience and redefining the rules of engagement for B2B buyers.
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This event is open to Delegates by RSVP only. Spots are limited and RSVP's are taken on a first-come, first-served basis.
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9:30AM - 9:35AM OPENING REMARKS
Heidi Andersen
Senior Director, Global Sales, Marketing Solutions, LinkedIn
9:35AM-9:55AM TAKING THE LONG VIEW - THE FUTURE OF B2B ADVERTISING
The fundamental relationships between brands, media, and people continue to evolve at a delirious pace. And just as we try to adapt, along comes a new disruption. Wharton School Professor Jerry Wind and LinkedIn's VP of Global Marketing Alison Lange Engel explore how the unprecedented speed and scope of technological innovation demand a shift in thinking from reactive to proactive.
Jerry Wind
Academic Director, The Wharton Future of Advertising Program
Alison Engel
VP, Global Marketing, LinkedIn
9:55AM - 10:05AM THE TRAP OF SHORT TERM THINKING
In an era of Big Data, we have become increasingly seduced by short-term digital metrics in danger of forgetting that the long-term effectiveness of advertising cannot be measured by a click-through rate. Ife explains how we can readjust our thinking to evaluate advertising effectiveness for the long-term.
Ife Babatunde
Agency Partnership Manager, LinkedIn
10:05AM- 10:25AM HOW TO TELL GREAT BRAND STORIES
How do you cut through the clutter and make noise in a very crowded environment? In this fireside chat with LinkedIn Executive Editor, Dan Roth, we'll discuss how companies and people can make the appropriate noise on LinkedIn. Who's doing it right, how brands can tell great stories that drive engagement. Roth will also share LinkedIn’s overall approach to editorial content.
Dan Roth
Executive Editor, LinkedIn
Kelly Liyakasa
Sr Editor, AdExchanger
10:25AM - 10:45AM BEYOND B2B: REVOLUTIONIZING THE CUSTOMER EXPERIENCE
There was a time when B2B marketing was just a synonym for outbound marketing. Today, budgets are bigger, buyers are smarter, and strategies are more complex than ever before. LinkedIn’s Penry Price and Russ Glass examine the evolution of B2B marketing and the sophisticated new ways customers are interacting with brands.
Penry Price
VP, Marketing Solutions, LinkedIn
Russell Glass
Head of Products, Marketing Solutions, LinkedIn
10:45AM - 11:10AM LESSONS FROM THE WORLD’S MOST VALUABLE B2B BRANDS
Millward Brown recently partnered with LinkedIn to release the first-ever ranking of today's most valuable B2B brands as part of WPP’s annual BrandZ™ report. Find out how the world’s top-rated businesses increased their value by shifting focus from product development to
brand building and embracing a customer-centric business model.
Barton Hill
Chief Marketing & Communications Officer, Managing Director, Citi Treasury and Trade Solutions
Jia Hyun
Head of North America, Marketing Solutions, LinkedIn
Andy Goldberg
Chief Creative Officer, GE
Doreen Wang
Global Head of BrandZ, Millward Brown
11:10AM - 11:30AM THE CHANGING B2B MARKETING MIX: ARE YOU READY?
With B2B advertising and marketing spend projected to hit $161 billion this year alone, the role of agencies is evolving and expanding. What are the challenges and opportunities? A panel of advertising’s brightest and best will discuss key trends, innovations and the next big thing in B2B advertising
Mike Romoff
Head of Global Agency and Partnerships, LinkedIn
Israel Mirsky
Global Managing Director for Intel, OMD
Patrick O'Hara
Global Chief Strategic Officer, gyro
Kim Thompson
SVP, Managing Director, MediaVest | Spark
11:30AM - 11:35AM CLOSING REMARKS
Heidi Andersen
Senior Director, Global Sales, Marketing Solutions, LinkedIn
