Change by design was the theme for the 2017 Masters of B2B Marketing Conference. The three-day event brought together dozens of expert speakers and hundreds of industry players to discuss how purposeful change can drive organizational growth. These are the best nine insights shared by speakers.

1. TAKEAWAYS FROM THE

2. 2© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
Change by design. That was the theme of the 2017 ANA
Masters of B2B Marketing Conference. Joined by hundreds of
attendees, experts from top brands and agencies from across the
industry came together to share how they’re focusing on and
realizing the value of purposeful change. Ahead, we’ll cover
nine of the shrewdest sentiments. Read on!
CHANGE BY DESIGNCHANGE BY DESIGN

3. 3© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
“I’m not a believer in
digital marketing. I’m a
believer in marketing in
a digital world.”
— MATT PRESCHERN, CMO AT
HCL AMERICA, INC.

4. 4© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
The industry has been heavily focused on digital, but it’s
important to remember that all experiences with your brand,
both offline and online have impact. Digital savviness
is necessary, but marketers should build rich brand
experiences across customer touchpoints.

5. 5© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
“We need to get better
at unlearning.”
— MARK BONCHEK,
CHIEF EPIPHANY OFFICER AT
SHIFT THINKING

6. 6© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
Humans, by nature, are creatures of habit. But as Bonchek
noted at the conference, “Concepts that once were powerful
no longer apply.” What worked 20 years ago probably won’t
work now, at least not on its own. Don’t be afraid to
experiment and try new things as you learn how to be
a better 21st-century marketer.

7. 7© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
“Be real.
Be courageous.
Lead.”
— TAMARA MCCLEARY,
CEO OF THULIUM.CO

8. 8© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
Sales won’t do it. IT will help, but they can’t drive the mission.
So it is the marketing team who needs to take the bull by the horns
and drive the brand into tomorrow. Take control now and become
the leaders your company needs in order to succeed.

9. 9© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
“There is no B-to-B or
B-to-C. It’s H-to-H:
human to human.”
— BRYAN KRAMER, CEO OF
PUREMATTER BRAND MARKETING

10. 10© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
Whether you play in the B-to-C or B-to-B space, marketing
is marketing. And great marketing requires a human touch.
Embrace the human side of your brand and share it with the world.
Be engaging, personal, and, most importantly, embrace the
imperfections that help make your brand what it is.

11. 11© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
“Have an audacious
vision.”
— PRAKASH NEDUNGADI,
GROUP HEAD FOR CUSTOMER
INSIGHTS AND BRAND DEVELOPMENT
AT THE ADITYA BIRLA GROUP

12. 12© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
Do not ignore the power of a long-term, lofty vision. Keep an eye
on today, but always be cognizant of a five- or 10-year plan for
your brand. Aim high with long-term goals and ensure the team is
always working toward them.

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“You’ve got to make a lot
of deposits before you
can ever think of taking
a withdrawal.”
— JILL ROWLEY, EVANGELIST AND
STARTUP ADVISOR

14. 14© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
The days of easy sells are long gone. Now brands must build
deep, meaningful relationships with prospects before ever
asking for their business. Become an important voice in
a prospect’s world by leading in thought and action and
providing great content that drives connections.

15. 15© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
“Marketing isn’t
just about making
people cry.”
— JAMES THOMAS,
CMO AT ALLOCADIA

16. 16© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
Powerful ads that cause an emotional reaction are great.
But if they don’t result in sales, the C-suite won’t care.
In a world where budgets are stretched thin and marketing
is often seen as a cost center, it’s imperative to collect data
and regularly prove the value of your work.

17. 17© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
“If we are standing still,
we are falling behind.”
— LAUREN MCCADNEY WILLIAMS,
DIRECTOR OF MARKETING DELIVERY
AT CDW

18. 18© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
Somebody somewhere is sprinting to innovate. If you’re not
doing the same, you will be left behind. Challenge the old
guard, break your routine, and make it a point to try new
things and invest in new technologies.

19. 19© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
“B-to-B is not
boring-to-boring.”
— LEE ODDEN, CEO OF
TOPRANK MARKETING

20. 20© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.
Finally, have fun! There is no reason why B-to-B has to
be buttoned up and sterile. No matter your product or service
offerings, there are interesting stories within your brand.
Find and share them with the world in lively, energetic ways.

21. Want even more lessons from the Masters of B2B Marketing Conference?
Our Marketing Knowledge Center has you covered:
Shift Thinking: How to Build Brand Orbits
The CMO Change Agent: How to Lead Chance in Complex Organizations
Mind the Gap — The Power of Thought Leadership in B2B Demand Generation
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