Featured Keynote Presentations

October 1, 2007

Luncheon Keynote: How to Stick

Made to Stick: Overcoming the Curse of Knowledge as Businesses Talk to Businesses

Chip Heath, Professor of Organizational Behavior, Graduate School of Business, Stanford University, and  co-author of Made to Stick: Why Some Ideas Survive and Others Die

How do you make a message stick with your customers or clients, changing how they think or act?  Research shows that a handful of traits can be found in "sticky" ideas ranging from great sales campaigns to political ideas to scientific theories. 

Picture JFK’s idea in 1961 to “put a man on the moon within the decade” and you see the power of a sticky idea to change beliefs and behavior.

But there is a villain that prevents us from translating our great insights into sticky ideas. 

Research on the "Curse of Knowledge" shows that when we become experts, we’re handicapped in communicating with others who don’t share our expertise. 

And B2B marketers and salespeople are experts—often in very technical areas. 

Heath discussed how to overcome the Curse of Knowledge and persuade customers and clients with messages that stick.

Networking Reception & Dinner Keynote : How to Brand Yourself

Branding Yourself for a Stellar Marketing Career

William Arruda, Founder, Reach Communications Consulting, and co-author of Career Distinction:  Stand Out By Building Your Brand

Time Magazine says William Arruda is a leader in the growing field of personal branding. Forbes calls him a "Charisma Booster." And according to Entrepreneur, he’s THE personal branding guru.

An internationally acclaimed public speaker, executive coach and author, William will share his branding wisdom and tactics that will help you see your career – and yourself – in a whole new light.

As a professional, your reputation is your most valuable career asset. Whether you're climbing the ladder at your current company or seeking a new job, in today's fast-paced work environment, you must proactively and continuously position yourself for success. Your credibility, visibility, personality, and personal style all make up your brand. Build and nurture your personal brand and you'll make yourself a must-have, can't-fail professional—and you'll do it without having to be someone you're not.

In this dynamic presentation, William outlined his proven personal branding process and provided case studies of successful professionals that help you not only survive, but thrive, in today's dynamic and ultracompetitive workplace. You'll learn to manage your brand with innovative tools that enable you to differentiate yourself and stand out from your peers.

The increasing pace of change in the business world gives you less time than ever to make your professional mark. William talked about how to express who you are and the value you bring to your organization — branding you as an indispensable, memorable, and unique professional. Success takes more than just hard work; brand yourself and watch your career soar.

October 2, 2007

Luncheon Keynote: Marketing the Marketing Department

Marketing Champions:  Inspiration from Marketers Who Are Making a Difference

Moderator:
Roy Young, President, MarketingProfs; Co-Author, Marketing Champions:  Practical Strategies for Increasing Marketing's Power, Influence and Business Impact

Panelists:
Eduardo Conrado, Vice President, Global Business-to-Business Marketing & Communications, Motorola
Stuart Itkin, former CMO, Kronos
Graham Weston, Executive Chairman, Rackspace

Marketing is the engine of any enterprise, driving top-line revenue and bottom-line profit growth. Yet Marketing is often misunderstood and undervalued... especially in B2B organizations. 

In this panel discussion, B2B marketers tell stories of how they contributed significant value to their organizations, resulting in Marketing’s increased power, influence and business impact.

From executives of leading companies, discover practical ways for aligning Marketing with Sales, convincing R&D staff to listen to Marketing about customer needs, and CFO-proofing the marketing communications budget.

This motivating panel discussion will focus on:

• Aligning Marketing with Sales and R&D
• Speaking a language other executives can understand
• Developing systematic, transparent and repeatable work processes
• Defining metrics for what matters
• Marketing the Marketing Department inside your organization

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