-Opening Remarks (Steve Liguori, Chair, BMA and Founder and CEO, Liguori InnovationHoward Sherman, 2015-16 Chair, BMA and Global CEO, DoremusBob Liodice, President and CEO, Association of National Advertisers)

-An Important "Call to Arms" for B2B Marketers(Ralph Oliva, Executive Director, ISBM): Firms everywhere are making short-term decisions with long-term consequences. All in the name of “making the quarter,” many are sitting on cash, impeding organic growth, the lifeblood of our economy. We marketers need to help our firms build asset value in ways that create jobs and drive profitable organic growth.


-Capitalizing on Change: Skills for the New Era of B2B Marketing (Michelle M. Smith, SPIM, CRP, VP, Research, BMA, and VP, Marketing, O.C. Tanner):  With Millennials on their way to dominating the workplace while assuming more and more buying responsibility, the techniques that marketers have relied on for decades to attract customers are fading. New methods of marketing to this new generation are now required. And brand promise, once delivered mainly externally, now must be delivered throughout the organization. This session, based on new research from the BMA FORUM at Northwestern University, will examine these challenges and provide recommendations on how to successfully navigate the future.

-Stand Out and Win More New Business (Steve Boehler, Founding Partner, Mercer Island GroupRobin Boehler, Founding Partner, Mercer Island Group):  The agency market is large, fragmented and confusing to clients. With hundreds of agencies to choose from, how can an agency stand out today and win more new business? The highly regarded principals of one of the world’s top agency (and client) advisory firms will share their experiences based on managing hundreds of agency reviews. Topics will include how to differentiate your agency, b2b marketing magic that agencies should follow, how to bond with prospects and re-inventing the pitch.

-From Price to Advice: Generating Sustainable Advantage in B2B Markets (John Fleming, Chief Scientist, Marketplace Consulting, Gallup Consulting): The agency market is large, fragmented and confusing to clients. With hundreds of agencies to choose from, how can an agency stand out today and win more new business? The highly regarded principals of one of the world’s top agency (and client) advisory firms will share their experiences based on managing hundreds of agency reviews. Topics will include how to differentiate your agency, b2b marketing magic that agencies should follow, how to bond with prospects and re-inventing the pitch. 

-Marketing for Profit, Not Just Sales (Tom Nagle, Ph.D., Senior Advisor, Monitor Deloitte)- PDF and VIDEO NOT AVAILABLE. 

-G.D. Crain, Jr., Award (Presented by Rance Crain): Announced at every annual BMA conference the 1969, the prestigious G.D. Crain, Jr., Award, named after the founder of Crain Communications and co-founder of BMA, will be presented to a BMA member for career achievement and exceptional service to the advancement of the association and profession at the national level.

-Marketing: Beyond the Marketing Department? (Francesca Brosan, Chairman & Founder, Omobono Ltd.): Building customer relationships has always been a primary objective of b2b marketers. But, as things have become more digital, have service, sales, IT and HR grabbed more control of the brand experience? Hear some of the latest research on how this once clear-cut ole of marketers is increasingly being shared.

-Young Professionals Mixer If you're around 30 or under, make your last evening stop at the Public House, 400 N. State, for more boisterous networking with fellow young professionals as well as national and chapter-level BMA leaders. Plenty of great food and drink will be on hand at this popular Chicago watering spot, just a few walkable blocks, or a short cab ride, from the Sheraton and nearby hotels. Just be back in the BMA15 ballroom Thursday at 8 am sharp for Joe Pulizzi!