Chicago (March 27, 2019) – The Association of National Advertisers (ANA) is meeting in Chicago April 24 for a full-day program on B2B Demand Generation. Speakers include Whirlpool Corporation’s Renee Catania, Senior Associate Brand Manager, Shopper Marketing, presenting with Mark Robinson, Director of Integrated Media and Digital Analytics at CBD Marketing (CBD).
Their topic, “It’s Programmatic, Not Problematic: It Really IS Time to Make Programmatic Part of Your Media Buy,” acknowledges the skepticism many marketers still have about DSP/programmatic media’s ability to efficiently reach B2B audiences. Catania and Robinson will discuss this hot topic and why Whirlpool Corporation has transitioned their B2B media spend from a predominantly traditional buy to digital with an important DSP/programmatic component.
"The technology underlying demand side platforms—DSPs—has evolved and improved dramatically over the last several years,” Robinson states. “Properly managed, it is now proven to successfully target even specific, highly niche B2B audiences of the type Whirlpool—and many other companies—want to reach. More importantly, programmatic provides the analytics and ROI against conversion goals.” Robinson has managed robust digital marketing programs for more than 20 years, and has been in the DSP world since its inception, directing DSP campaigns for national companies.
In addition to Catania and Robinson, other speakers include John Hilbert, Director of Online Marketing Automation and Interactive Marketing at Siemens Healthineers, and Sara Hocking, Marketing Innovation Associate Director for Grant Thornton. The day-long program is for ANA members only and will be held at Grant Thornton headquarters in the Chicago Loop. ANA members can register here.
About CBD Marketing: CBD is a Chicago integrated, digital-first marketing and advertising agency that builds strong connections between brands and the hearts and minds of their customers. Founded in 1988, CBD serves national and global clients in manufacturing, energy, appliances, building products, education, retail, financial services, food, food ingredients and other industries. Companies and organizations count on CBD to Market What’s Meaningful®, building more intimate and profitable relationships in emotional and rational ways.