Title Sponsor

Thursday Morning Sponsor

5:30 am-7:00 am
Fun run/walk/bike ride (Meet in Hotel Lobby)
Join Suzanne Martin, past BMA/Chicago President and CMO of Revenew, and Tribby WarfieldPresident, North America Commercial, Gates Corporationas they lead an early-morning walk/run/bike ride along Lake Michigan. No need to sign up—just assemble in the hotel lobby at 5:30 am. Suzanne and Tribby will get you back to the hotel by 7:00 am.
7:00-8:00 am
Breakfast (Sheraton Chicago Ballroom I, II, II)
8:00-9:00 am
Fireside Chat
Ending the War Between Sales and Marketing: New Battlefields or a Lasting Truce?
The battle between marketing and sales qualifies as one of the longest wars in history. But sweeping changes are altering the rules of engagement. Marketing faces hurdles in the big data revolution, the rise of precision marketing, enabling sale forces and spotting opportunities. Sales has struggled in dealing with ever-more-powerful customers, longer selling cycles and the need to be more consultative and solution-oriented. Nobody is better positioned to talk about the implications of these changes than Phil Kotler and Neil Rackham.
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MODERATOR: Mike Moorman, Managing Principal, B2B Go-to-Market Strategy & Transformation, ZS Associates BMABlaze
PANELIST: Phil Kotler, S.C.Johnson & Son Professor of International Marketing, Kellogg School of Management BMABlaze
PANELIST: Neil Rackham, Executive Professor of Professional Selling, University of Cincinnati, and author, Rethinking the Sales Force
9:00-10:00 am
Panel session (Sheraton Chicago Ballroom)
Persuasive Technology: The Best B2B Marketer May Be a Device
Computing devices may actually be more persuasive than both messages and marketers. People are now assigning emotional and relational attachments to their devices, obligating marketers to regard these devices as not just receivers and transmitters, but as near-human representatives of brands. Could it be that we're entirely missing the point of "User Experience" by still dispatching messages to devices when we should instead be programming and enabling devices to the job of persuasion that they do so much better?
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MODERATOR: Mike Tittel, Executive Creative Director and Global Digital Edge Leader, gyro BMABlaze
PANELIST: Andrew Markowitz, Director, Global Brand Stratety, GE BMABlaze
PANELIST: Hyo Yeon, President, Fjord US BMABlaze
PANELIST: Mark Grindeland, Chief Marketing Officer, TeleTech BMABlaze
10:00-10:30 am
Networking break
10:30 am-11:30 am
Firestarter Session #2 (Sheraton Chicago Ballroom)
In this hour, you will hear five consecutive "firebrands" take 10-12 minutes each to raise the roof on a narrower but key b2b marketing issue or trend.
KISS My B2B Brand!
Start a fire in the hearts and minds of employees first to have the greatest brand impact with customers. Learn how philosophy and physics combine to point out a concise, unified view of brand management that you can apply immediately.
SPEAKER: Randall Rozin, Global Director, Brand Management and Marketing Communications, Dow Corning Corporation BMABlaze BMABlaze
The Most Important Lesson I Ever Learned in Communications
Business marketers face many challenges as they attempt to communicate with the constituents involved in any b2b transaction.  Despite all of the changes going on, there are some basic truths that, when learned and applied, can make things work better.
So a Customer Isn’t Likely to Recommend Your Company? Does It Really Matter in the B2B World?
Customers may assign low ratings on the “ultimate question” (likelihood of recommending) yet continue doing business with you. If your focus is on customer retention, the “ultimate question” may not provide the answer you are looking for. Find out why.
How GE Crowdsources Innovation
When a leader like GE looks to innovate, it historically turned to internal experts. But with all your talent, how many smart people are NOT on your payroll? GE and start-up Kaggle recently held two Open Innovation “Quests.” Hear their amazing results!
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SPEAKER: Anthony Goldbloom, Co-Founder and CEO, Kaggle BMABlaze
SPEAKER: Steve Liguori, Executive Director, Global Innovation & New Models, General Electric BMABlaze
The Ambidextrous CMO
CMO life expectancy is short. To stay competitive, CMOs must constantly evolve. But how? Drawing from more than 30 years at IBM, Nortel and Juniper Networks, Juniper CMO Lauren Flaherty shares insight on how CMOs can prosper in their roles.
SPEAKER: Lauren Flaherty, EVP, Chief Marketing Officer, Juniper Networks BMABlaze
11:30 am-12:30 pm

Keynote (Sheraton Chicago Ballroom)
To Sell Is Human
The author of five provocative books about the changing world of work, Dan Pink will bring us a fresh look at the art and science of selling from his latest book, To Sell Is Human: The Surprising Truth About Moving Others. Pink will reveal the new ABCs of moving others (it’s no longer “Always Be Closing”), explain why extraverts don’t make the best salespeople and show how giving people an “off-ramp” for their actions can matter more than actually changing their minds.
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MODERATOR: Michael Krauss, President, Market Strategy Group LLC BMABlaze
SPEAKER: Daniel Pink, Author, To Sell Is HumanDrive and A Whole New Mind BMABlaze BMABlaze BMABlaze
12:30 pm-1:15 pm
Luncheon (River Exhibition Hall, Level 1)
Thursday Afternoon Sponsor
1:30-2:30 pm
Panel session (Sheraton Chicago Ballroom)
Does Your Organization Need a Chief Content Officer?
Traditional forms of b2b marketing are no longer fact, not even close. Today's savviest b2b marketers are becoming publishers, producers and storytellers to attract and retain customers. While the move to content marketing has more and more converts, it also has left many b2b marketers in the dust. Learn about the new role of the "chief storyteller”—and why you may, or may not, need one in your organization—from the guru of content marketing and three experienced content marketing practitioners.
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MODERATOR: Joe Pulizzi, Founder, Content Marketing Institute BMABlaze BMABlaze BMABlaze
PANELIST: Michael Brenner, VP, Marketing and Content Strategy, SAP  BMABlaze BMABlaze BMABlaze 
PANELIST: Todd Wheatland, VP and Head of Thought Leadership & Marketing, KellyOCG BMABlaze BMABlaze
PANELIST: Jodi Navta, VP, Marketing and Communications, Coyote Logistics BMABlaze
2:30 pm-3:30 pm
Panel session (Sheraton Chicago Ballroom)
Predictive Analytics in the Industrial World: Marketing a Future Where Nothing Breaks Down
Services have always been used to differentiate and sell products—from office equipment to heavy machinery to office buildings. With the rise of big data, more b2b marketers are enhancing basic break/repair services with 2.0-type, sensor-based and Internet-enabled services that generate more operational insight and even help diagnose and alert operators to impending problems. Learn how three companies are using predictive analytics to increase customer productivity while powerfully differentiating their products and winning more customer orders.
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MODERATOR: John Lewis, President , North American Buy, Nielsen BMABlaze
PANELIST: Bill Krouch, CEO, Markets Group, Jones Lang LaSalle Americas BMABlaze
PANELIST: Steve Liguori, Executive Director, Global Innovation & New Models, General Electric BMABlaze
PANELIST: Tom Trone, Director, Global WorkSight Solutions, John Deere BMABlaze
3:30-4:00 pm
Networking break
4:00-5:00 pm
Firestarter Session #3 (Sheraton Chicago Ballroom)
In this hour, you will hear five consecutive "firebrands" take 10-12 minutes each to raise the roof on a narrower but key b2b marketing issue or trend.

If We Know What We Know, Why Do We Do What We Do?
In marketing, we have moved from having too little customer data to too much. But many organizations still act as they always have. Why? How can we evolve — fast — while building our competitive advantage? What can happen if we don't?
SPEAKER: Jim Carey, IMC Program, Medill School, Northwestern University BMABlaze BMABlaze
Blazing New Trails in Exhibit & Event Engagement: Revelations from a New CMO Council Study
Watch out events…business measurement is coming. For so long, as marketers ramped up dashboards for digital, social, mobile…just about everything…we have been content to measure events by attendees, sales hearsay and cards dropped in a fishbowl. Those days are over.
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SPEAKER:  Liz Miller, VP, Marketing and Thought Leadership Programs, CMO Council BMABlaze BMABlaze
SPEAKER:  Sam Cooper, Manager, Global Marketing Support, Caterpillar BMABlaze
Innovation Centers: Maybe Your Best B2B Marketing Tool Ever
Got an innovation center? You just might want one after you hear about Catamaran’s fabulous new 26,000-sq. ft. innovation center in downtown Chicago, used by the fast-growing pharmacy benefits manager to showcase innovation, engage customers and fuel sales.
SPEAKER: Susan Fleming, VP, Marketing, Catamaran BMABlaze
Fire to Ignite!
Two of the world’s preeminent b2b digital marketers (and brothers) present mega-trends suggesting it’s time to fire our approach to b2b marketing and ignite customer insights with big data to power an integrated “customer journey” strategy to drive true business ROI.
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SPEAKER: Aaron Kahlow, CEO & Founder, Online Marketing Institute BMABlaze BMABlaze
SPEAKER: Thad Kahlow, CEO, BusinessOnline BMABlaze BMABlaze
Hey B2B, Grow Up and Get a Social Media Strategy!
B2B social media is more than random conversations—it’s a powerful business builder. And every program requires commitment and purpose. From LinkedIn driving quality leads to blogs improving search engine exposure, there’s a payoff for those who strategize before they engage.
SPEAKER: Philip Paranicas, Director of Digital Media, ThomasNet BMABlaze BMABlaze
5:00-6:00 pm
Panel session (Sheraton Chicago Ballroom)
The Future of Marketing and Technology: Are You Leading or Will You Have to Follow?
New mandates are emerging for marketers—driven largely by the expectations of an empowered customer, fueled by data and made possible with technology. Big changes are taking hold, creating a need for a different mindset and a new array of skills. Hear from marketing leaders who are seizing on the opportunities to leverage technology to lead business transformation. Explore the key elements to lead a successful transformation: knowing the customer; evolving the model to integrate with technology and building the capabilities.
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MODERATOR: Jane Hiscock, President, Farland Group BMABlaze BMABlaze
PANELIST: Eduardo Conrado, Senior VP, Marketing and IT, Motorola Solutions, and 2012-13 national BMA chair BMABlaze BMABlaze
PANELIST: Katharyn White, Chief Marketing Officer, IBM Global Services BMABlaze BMABlaze
PANELIST: Neil Blakesley, Vice President, BT Global Services, BT Group BMABlaze
6:00-6:30 pm
Free time
6:30-7:30 pm
Annual awards ceremony (Sheraton Chicago Ballroom)
The 2013 B2 and G.D. Crain, Jr., Awards
Join us to recognize the 2013 winners of BMA's two annual awards programs. First, the B2 Awards, which recognize marketers and agencies for the year's most successful marketing communications programs. From among a record 1,000+ entries this year, BMA will honor the winners of nine super-group categories and name both a Marketer and Agency of the Year. Two, the G.D. Crain, Jr., Award, which is awarded annually to a BMA member for career achievement in b2b marketing communications and exceptional service to BMA.
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EMCEE: Greg Schwem, Business Humorist, Humor Columnist, Tribune Media Services, and author, Text Me if You're Breathing: Observations, Frustrations and LIfe Lessons From a Low-Tech Dad
PRESENTER: Rance Crain, President, Crain Communications, and son of G.D. Crain, Jr.
7:30-9:30 pm

Networking gala/reception (Sheraton Chicago Ballroom)
After fiery presentations all day, get ready for an incendiary evening of networking, kicked off by a visually stunning, 10-minute “UV” light show performed by Pyrotechniq, a Chicago-based fire performance troupe. Then greet old friends and meet new ones against a backdrop of jazz, pop and salsa music played by the seven-member Ron Harris Music Group, while a conflagration of BLAZE-themed video and film footage plays on the wide background screen. And enjoy beverages hot and cold as well as ethnic foods spicy and otherwise.
9:30-11:30 pm
Late-evening networking event
Young Professionals' After-Party
If you're a "young professional" 30 or under, mosey on over to Chuck's Manufacturing after “Fireball” to continue networking with 100 of your peers as well as any national/chapter leaders still standing after a full day of BLAZE. This is BLAZE’s official YP networking event, and you’ll be able to meet many of the YPs who led Wednesday afternoon’s Firestarter session. Just be sure to be up and at ‘em at 8 am on Friday for the last half day of BLAZE!

May 29-31

Sheraton Chicago
Hotel & Towers

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