In these challenging times, it’s no secret that innovation helps take business to the next level. Join us for a one-day event where it takes center stage. Begin with insights on talent modernization and driving growth through the ANA Marketing Capabilities Framework. Engage in a dynamic panel discussion exploring the transformative impact of digital evolution on B2B brands. Gain exclusive access to ANA’s study on trust and transparency in media, followed by an exploration into the growth opportunities in this great city. Immerse yourself in the captivating dialogue on how AI, gaming, and enterprise tech are reshaping industries. Conclude the day with a networking happy hour, connecting with industry leaders, speakers, and fellow ANA members. Secure your spot for a day of inspiration, learning, and forging valuable connections now!
2:00pm
– 2:20pm |
REGISTRATION
Light Snacks & Coffee Buffet will be provided.
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2:10pm
– 2:20pm |
OPENING REMARKS FROM THE ANA
- David C. Morgan
- Senior Manager, Business Marketing PracticeANA
Debbie SchildkrautVP, Business Marketing PracticeANA |
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2:20pm
– 2:40pm |
OPENING REMARKS: MODERNIZING TALENT & DRIVING GROWTH WITH THE ANA MARKETING CAPABILITIES FRAMEWORK
- Douwe Bergsma
- CMOPiedmont Healthcare
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2:40pm
– 3:15pm |
PANEL DISCUSSION: HOW DIGITAL TRANSFORMATION HAS REVOLUTIONIZED B2B BRANDS
Digital transformation and our “up & down’’ economy have made B2B brand leadership even more complex. The heightened emphasis on customer experience, changing data needs and regulations, rapidly emerging technologies, and “back to business” performance demands have turned up the heat. Our panel talks about what’s hot and how B2B brand marketers found ways to be cool under pressure.
- Chris Byrne
- President, Marketing Strategy & BrandUPS
Jo Ann HeroldCEO & FounderHerold Growth ConsultingSharon HarrisCEO & FounderThe Sharon Harris CollectiveModerator: Moira VetterCEOModo Modo Agency |
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3:15pm
– 3:40pm |
INSIGHTS FROM ANA’S STUDY OF TRUST & TRANSPARENCY IN MEDIA: CAPTURING THE $22 BILLION OPPORTUNITY
In 2024, industry forecasters believe programmatic spending will account for more than 9 in 10 display ad dollars this year. B2B marketers have overwhelmingly embraced programmatic advertising to drive engagement and growth for their brands. With an increased ad spend comes increases expectations and accountability. Marketers have quickly adapted to manage brand safety, reach, measurement and an endless number of channels to drive for success.
In a recent ANA study, a new obstacle has been illuminated – media waste. The ANA study predicts that of the $88 billion spent on the open web almost $22 billion is wasted. How can B2B marketers make informed decisions that align with their goals and deliver business outcomes? The need for trust and transparency is critical. We’ll dig into the study which highlights several key issues and provides actionable recommendations for B2B marketers to tackle the challenge of media waste.
Key Takeaways for Marketers include:
- Making informed decisions that align with the goals of marketing campaigns and driving engagement and growth without succumbing to media waste.
- Improving your programmatic spending with a focus on transparency to ensure ad quality and viewability.
- Implementing tactics to optimize the supply chain to reduce inefficiencies.
- Increasing the efficiency and effectiveness of campaigns by focusing on the value and quality of impressions.
- Sharon Harris
- CEO & FounderThe Sharon Harris Collective
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3:40pm
– 3:50pm |
BREAK
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3:50pm
– 4:15pm |
ATLANTA IS BUILT FOR BUSINESS
The dynamic growth of a region can be directly tied to the passion and partnerships—academia, business, and government—of those that contribute to the ecosystem. Hear how Atlanta and the Southeast region have grown exponentially as a center of innovation, culture, and diversity. Alex talks about the B2B alliances and partnerships that are key to attracting emerging industries and growing the talent base of the future.
- Alex Gonzalez
- Chief Innovation & Marketing OfficerMetro Atlanta Chamber of Commerce
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4:15pm
– 4:50pm |
PANEL DISCUSSION: HOW GAMING & ENTERPRISE TECH ARE CHANGING BUSINESS
Technology innovations–including gaming, virtualization & traditionally consumer-oriented applications for sports & entertainment–are changing the way B2B organizations connect, engage and drive adoption internally and externally. (FIFA World Cup/Douwe, Ga eSports/Douwe, Virtualization/Denish, 1996 Olympics comms infrastructure transformation years before)
- Douwe Bergsma
- CMOPiedmont Healthcare
Dr. Denish ShahExec. Dir. of the Marketing RoundTable & Associate Professor of MarketingGeorgia State UniversityModerator: Alex GonzalezChief Innovation & Marketing OfficerMetro Atlanta Chamber of Commerce |
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4:50pm
– 5:00pm |
David C. MorganSenior Manager, Business Marketing PracticeANADebbie SchildkrautVP, Business Marketing PracticeANA |
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5:00pm
– 6:00pm |
HAPPY HOUR |
