TO INSPIRE: The Evolving Role of a Marketer
For decades, marketers have functioned in task-oriented roles – product launches, lead generation and media hits. But today, our profession requires us to INSPIRE – inspire teams, departments, organizations, and even markets. As we catalyze and inspire people, we’re required to take on a more strategic perspective that reflects the growing impact marketing has on our organizations as a whole – from recruiting and culture to customer experience and revenues.
Marketing stands as the seamless conduit that connects everyone within our organizations. The time has come for us to understand why we must take a leadership role in setting vision and direction in the boardroom, the marketplace and within our own profession.
Join B2B executives from leading Fortune 500 companies who lead through inspiration within their industries and our evolving marketing profession. During three TED-style talks, you’ll hear why marketing needs to think differently, how to create better alignment internally, and how to build relationships within our businesses regardless of discipline or geographic location.
Whether you’re an enterprise executive or SMB start-up, you’ll discover:
- The changing dynamics of the marketing profession and the leadership role we now must play
- Why marketing must lead the effort to create consistency in messaging internally and externally
- How to build relationships to create a customer-centric culture that creates personal, meaningful experiences for employees and customers
SVP - Marketing and IT - Motorola Solutions
Responsible for more than 60% of Motorola’s revenues, Eduardo Conrado has a proven track record of capturing the attention of customers and engaging them in innovative ways. Recognized three years in a row by BtoB magazine as the top marketer of the year, Conrado leads a global team that is the force behind Motorola's BtoB marketing. He has consolidated his team’s efforts to create a single, unified voice across all communications channels, which has enabled the company to build highly envied, long-term relationships with customers. Conrado will share the secrets of his team’s success in using digital and social media to build relationships with its BtoB customers and drive results globally.
Katherine Button Bell
Vice President, CMO, Emerson
Kathy Button Bell joined Emerson in 1999. As vice president and chief marketing officer, she is responsible for global marketing and corporate branding for Emerson, a $24.4 billion diversified global technology and engineering leader.
Button Bell developed and launched Emerson’s corporate branding program in 2000, putting in place an entirely new brand architecture and strategy across the company’s more than 60 divisions. The initiative included the first corporate logo change in more than 30 years. In 2002, she launched the company’s first-ever global integrated advertising campaign.
Button Bell serves on the board of directors of the American Marketing Association and Business Marketing Association. She was named one of the “Best Marketers of 2009” by BtoB magazine. She was recognized as one of the world’s top 10 marketers and strategists in BtoB’s “Who’s Who Special Report” in 2003.
Current BMA Colorado President, CMO, DCPA
Jennifer K. Nealson is the chief marketing officer for the Denver Center for the Performing Arts (DCPA), overseeing all marketing and communications, customer experience, audience development and sales. She holds management responsibility for 100 employees and 400 volunteers, as well as the marketing efforts for 11 locally-produced plays, more than 22 Broadway touring productions and educational programs that serve 50,000-plus students each year.
Nealson has served in executive leadership roles for more than 14 years, during which she has created and directed all aspects of an integrated marketing strategy. She served as chief marketing officer for the Trust Company of America and, previously, as as vice president and managing director of marketing and communications for Republic Financial Corporation.
Nealson was named to the National Forbes CMO Network and is president of the Colorado Business Marketing Association. She is an advisor for the Colorado CMO Advisory Council and, in years past, served as Regent and a member of the board of directors at the University of Nebraska.
Managing Director and CMO, JPMorgan Chase Treasury Services
With the tenure of the average Chief Marketing Officer reaching only 24 months, Eileen Zicchino’s 10-year stint in this position with JPMorgan Chase is unheard of. How did she break the mold? By ensuring that her team consistently—and creatively—communicates the successes of the marketing department to the right sets of internal ears. A member of the CMO Council and national BMA board, she knows all the in’s, out’s and hidden secrets to ensuring marketing’s success with its peers as well as customers.