• 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

Senior 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.

 

Jia Hyun

Head of North America, Marketing Solutions
LinkedIn
 

Doreen Wang

Global Head of BrandZ

Millward Brown
 

Andy Goldberg

Chief Creative Officer

GE
 

Barton Hill

Chief Marketing & Communications Officer, Managing Director

Citi Treasury and Trade Solutions

  • 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