BMA-Kansas City
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BMA-Kansas City
May Lunch and Learn – “Featuring Eduardo Conrado, SVP and CMO of Motorola Solutions
Thursday, May 10, 2012
11:30 AM – 1:00 PM
Where
Plaza Marriott
4445 Main Street
Kansas City, MO 64111
About the Event:
This event serves as a great chance to network and socialize with local marketers in a laid back and relaxed atmosphere. It will also allow you the opportunity to listen to and learn from Conrado as he discusses how business-to-business marketing must evolve in the coming years to meet changing customer needs. He will focus on how companies—having clearly defined their purpose—can implement a customer-centric marketing approach.
Event and Presentation Summary:
“Creating a Customer-Centric Marketing Approach”
The traditional B-to-B marketing model that was created in the 1960s mainly by consumer packaged goods marketers is overly simplistic, given rapidly emerging changes in the business landscape, according to Conrado. Now marketers must move beyond the traditional “four Ps” (product, price, place and promotion) to a higher goal of purpose, he contends.
As Motorola split into two firms earlier this year, Motorola Solutions rebranded internally and externally on the following core purpose—to “help people be their best in the moments that matter.” This rallying cry for employees helped to focus the company on service to government and enterprise customers. Motorola Solutions is now focusing beyond the four Ps by emphasizing solutions, education, value and access.
This example demonstrates the evolution of marketing. Internally defining the organizational purpose mobilizes a company’s resources to meet its external objectives in integrated fashion. “CMOs tend to have short tenure at companies because they focus on running campaigns,” Conrado says. “For us, it’s critically important to work closely with the product development and product management teams. And, to have the most impact, we also need to closely align with the field sales team. This creates a continuum among the marketing, product and sales organizations that ties our message and our success tightly together.”
The result, Conrado says, is a potential impact on quantitative measures of performance, including revenue and stock price. The ability to directly develop sales solutions and positively impact performance is good news for the marketing function, which has often struggled to gain a “seat at the table” in many organizations.
Just four years ago, Conrado says, the thought of developing sales enablement tools had not even occurred to many B-to-B marketers. But very soon, B-to-B marketers’ day-to-day activities will change significantly, he says. “The skill sets that most of our people have will not necessarily match the skills that will be required for the marketer of the future.” He will provide examples of skills that B-to-B marketers will need in the years to come.
“The sales process in BtoB is a long one,” Conrado points out. “It has to evolve over a multi-quarter and sometimes multiyear period. It’s an ongoing conversation that you have with customers. We have to think about how a creative idea evolves across the multiple touch points you have with the customer. IT-enabled marketing and sales will play a bigger and bigger role in the future.
Agenda:
11:30 – Noon Networking
Noon – 12:10 BMA Updates and News, Housekeeping Notes
12:10 – 12:50 Presentation
12:50 – 1:00 Presentation Q&A
1:00 Closing Comments
About the Speaker:
Eduardo Conrado
SVP and CMO
Motorola Solutions
www.motorolasolutions.com
One of BtoB Magazine’s Best Marketers for four consecutive years and also named in its annual Who’s Who in Marketing, Conrado leads the global team that has been the force behind the company’s move toward online and digital marketing, with a focus on sales enablement and thought leadership. He ensures that there is a single unified voice across all communication channels – from branding and marketing strategies, to product and channel marketing, to global communications and interactive marketing.
Conrado was the though leader behind Motorola’s award-winning “Technology That’s Second Nature” integrated campaign, which was developed in 2008 by BBDO New York to reach vertical segments within government and public safety communities. The campaign drove users to a “virtual city” where they could try out different Motorola products.
Throughout his 19- year career at Motorola, Conrado has moved through a variety of key leadership roles. Most recently he served as senior vice president, Global and Technology Marketing & Communications. Prior to that assignment, he served as vice president of Global Marketing & Communications for Motorola’s Networks & Enterprise, a $13 billion business encompassing public and private networks, enterprise mobility and services. Prior to that, he was vice president of Global Marketing, Public Relations and Industry Analyst Relations for Motorola Networks. This position was preceded with multiple international business and marketing assignments in a range of areas across Motorola.
Mr. Conrado holds an MBA from ESADE in Barcelona, Spain and a Masters of International Management from the Thunderbird School of Global Management. He also holds a Bachelor of Science in Industrial Engineering from Texas Tech University. He is on the Board of Directors for the Business Marketing Association and the Advisory Board of the Thunderbird School of Management.
March Lunch and Learn Event
11:30 AM – 1:00 PM
Learning Session:
March Lunch and Learn – “Featuring Carlos Corredor of Hallmark Cards and an Overview of the Retailer Customized Marketing (RCM) Program”
About the Event:
This event serves as a great chance to network and socialize with local marketers in a laid back and relaxed atmosphere. It will also allow you the opportunity to listen to and learn about Hallmark Cards Retail Customized Marketing (RCM) Program from Carlos Corredor, Manager, Retailer Customized Marketing.
Event and Presentation Summary:
“Retailer Customized Marketing (RCM)”
Since the program’s inception, the RCM program has continued to grow at a rapid pace and deliver impactful results to its 3,000+ Hallmark Gold Crown locations across the country. Driven by a robust Distributed Marketing Platform with back end database and third-party platform integrations, the RCM program offers retailers a suite of marketing solutions and channels including a vast image and asset library, postcard templates, greeting card campaigns, email templates, customizable downloadable ads, downloadable radio scripts/commercials/videos, customizable signage, offers on POS receipts, and Valpak templates. The program has recently expanded to include social couponing, retailer enabled websites, and local search.
Carlos will provide an overview of the entire RCM program, including successes and challenges, as well as provide insight into the program’s continued focus on leveraging the Hallmark Gold Crown Customer Loyalty Program database of over 30 million consumers.
Agenda:
11:30 – Noon Networking
Noon – 12:10 BMA Updates and News, Housekeeping Notes
12:10 – 12:50 Presentation
12:50 – 1:00 Presentation Q&A
1:00 Closing Comments
About the Speaker:
Carlos Corredor
Manager, Retailer Customized Marketing
Hallmark Cards, Inc.
www.hallmark.com
With 25 years experience in key roles with service firms and global corporations, Carlos has worked in product design and development for mass-channel consumer products, leveraging such brands as Coca-Cola, Nickelodeon, Warner Bros, and Mattel. He has worked for a number of ad agencies at both the local and national level, as well as having worked for Ladies’ Home Journal Magazine in New York.
Carlos joined Hallmark in 1998 in Licensing, before moving to the Marketing Division in 2002. Carlos was instrumental in leading the development of the highly successful direct mail effort supporting the launch of sound cards in 2006. Also in 2006, he participated in the development and pilot program surrounding the launch of the Retailer Customized Marketing program, an end-to-end system that has made it easy for Hallmark’s Gold Crown retailers to deliver local store marketing messages to their customers. Today, Carlos leads Hallmark’s local store marketing initiatives for 2800 independent and corporate-owned stores.
In 2008, the RCM program was the winner of an Enterprise Intelligence Award from Computerworld for its work in Customer Intelligence and Management. In 2009, the RCM program was honored by the National Center for Database Marketing with a Gold Award in Business-to-Business for its work with Teradata, the world’s leader in data warehousing and integrated marketing management.
Recently, a case study featuring the RCM program was published online with DirectMarketingIQ, an online publication covering print, online direct marketing practices, trends and statistics.
Where
Plaza Marriott
4445 Main Street
Kansas City, MO 64111
816-531-3000
DO YOU HAVE IT?
See what it takes to win a Fountain Award at the 2011 Fountain Awards Celebration on Wednesday, April 18 at the Boulevard Brewery. Come to network, view all the winning entries and see who takes home a Fountain Award (or two or three)! This year’s event will be a great opportunity to socialize with other B2B marketing leaders in Kansas City. Don’t miss this event!
ENTRY INFORMATION
Entries must have been created between September 1, 2010 and December 31, 2011 to be eligible. All entries must be business-to-business.
When possible, one Fountain Award and one Certificate of Merit will be awarded in each category and one “Best of Show” will be awarded overall. However; when warranted, additional awards or certificates may be given within a category, or no award or certificate may be rewarded.
ENTRY FEE INFORMATION:
$45 per entry for BMA of Kansas City members; $55 per entry for non-member. Or, submit 7 or more entries, and receive a $5 discount per entry. Enclose one check covering the cost of all entries submitted, and attach it to a photocopy of each entry form. (One copy of the entry form must also be securely affixed to each entry.) Make check payable to “Business Marketing Association of Greater Kansas City.” Must be received by Friday, March 16, 2012.
QUESTIONS? contact kansascity.bma@gmail.com
February 21, 2012
February Lunch and Learn – “IBM’s Presentation of the 2011 Chief Marketing Officer Study”
About the Event:
This event serves as a great chance to network and socialize with local marketers in a laid back and relaxed atmosphere. It will also allow you the opportunity to listen to and learn about IBM’s 2011 Global Chief Marketing Officer Study from Karstin Bodell, Vice President, General Business Enterprise Marketing at IBM North America.
Event and Presentation Summary:
“2011 Global Chief Marketing Officer Study”
Here’s a sneak peek video where global CMO’s comment on the ever changing role of the CMO and the challenges mentioned in the study http://www.youtube.com/ibmibv.
About the Speaker:
Karstin Bodell
Vice President, General Business Enterprise Marketing
IBM North America
www.ibm.com
Karstin is the Vice President of General Business Marketing which has marketing and seller enablement responsibility across the portfolio of services, solutions and products for enterprise clients. In this capacity, she draws on over twenty five years of experience.
Prior to this she was the Vice President of Channel Marketing. She has held positions in Europe as the Director of Solutions & Integrators and the Director of Marketing for Small & Medium Business. Prior to her positions in Europe, Karstin held roles in sales, marketing and management across the software and solutions businesses.
Karstin started her career as a Consultant with Arthur Andersen in Chicago, Illinois. She holds a B.A. in Management Science and Public Policy from Duke University. She resides in Atlanta, Georgia, is a member of the Atlanta Marketing Roundtable and an active mentor with Pathbuilders Inc.
June 29, 2011
Eileen Zicchino, Managing Director and Chief Marketing Officer for J.P. Morgan’s Treasury Services
Sure, you’re in marketing…and you are good at what you do. But how do you market yourself internally? Are you appreciated? Are you doing everything you can to raise your profile and prove your worth? Eileen Zicchino has been the Chief Marketing Officer of J.P. Morgan’s Treasury Services business through multiple mergers and changes in the financial services industry. Come listen to some of actions she has taken to maintain a high profile for her marketing team, and have a discussion of what we can all do better.
Wednesday, August 17, 2011 4:30 PM – 10:00 PM
Learning + Social Session: August Special Sports Event Marketing – Hosted at the New LiveStrong Stadium
About the Event:This event serves as a great chance to network and socialize with local B to B marketers in a laid back and relaxed atmosphere at the Plaza Marriott. It will also allow you the opportunity to take an all inclusive tour of the new LIVESTRONG Stadium, listen to a sports event marketing panel discussion (including local contacts from Sporting KC, Chiefs, the Sprint Center), and enjoy a Sporting KC game in GREAT seats!
September 21, 2011
Your Brand Starts in the C-Suite
About the Event
This event serves as a great chance to network and socialize with local B to B marketers in a laid back and relaxed atmosphere. It will also allow you the opportunity to listen to and learn from Allen Maag, Chief Communications Officer of Avnet, a $7 billion global company.
About the Speaker
Allen Maag
Chief Communications Officer
Avnet, Inc.
www.avnet.com
Allen Maag joined Avnet as chief communications officer in September 1998 and is responsible for brand management, which includes global public relations, investor relations marketing, community relations and corporate communications.
He reports to Steve Church, chief business development and process officer, and is also a member of Avnet’s Executive Board. He was elected a corporate officer in 1999.
Prior to joining Avnet, Mr. Maag was principal and owner of an international marketing communications and consulting firm in Chicago, where he specialized in public relations, advertising and communications. His clients included technology firms, distributors, manufacturers, associations and publishers.
Mr. Maag was also director of advertising and communications for Molex, vice president of Hamilton/Avnet, and director of strategic planning at Cahners Publishing (now Reed Business)
A graduate of the University of Illinois (Chicago Circle Campus), he holds a BA in Communications.
About the Company
Avnet, Inc.
One of the world’s largest trans-national electronics distributors of electronic parts, enterprise computing and storage products and embedded subsystems, Avnet provides a vital link in the technology supply chain.
Market needs and trends drive Avnet’s product and services strategy, supported by a global infrastructure. Avnet brings a breadth and depth of service capabilities, such as supply-chain and design-chain services, logistics solutions, product assembly, device programming, computer system configuration and integration, and technical seminars – all in addition to its core distribution services.
