CMAb2b | Morning Event Series (Virtual)

CMAb2b - Align sales and marketing to boost ROI and out-innovate competition

CMA has evolved this event to become a free-for-members virtual experience to support the marketing community during this unprecedented time. Enjoy 20-minute thought leadership sessions plus a moderated panel discussion.

May 21, 2020
10:00 a.m. - 11:30 a.m. ET
+ Q&A Opportunity

Members: Free
Non-Members: $49


Linkedin Sales force
Presenting Sponsors

Candad Post   pavliks

4DThe ABER Group   braneros    CNW     Cleansheets Communications

D2L MDInbox Marketer a Trendline Company     kaiser lachance    Nabs     reality engine    RKI    Triangles



B2B marketers are still struggling to create customer-centric experiences through personalized messaging and meaningful client journeys. While marketing technology transformation has enabled major improvements for marketers in this area, the art of marketing and advancement of the client agenda remains critical to success. We will address how today’s B2B marketer collaborates with sales to marry the art and science of modern marketing to drive positive customer experiences.



10:00 AM
Opening Remarks
10:10 AM
All-Weather Marketing: How B2B Marketers Can Weather The Storm And Win Market Share

Most companies are being told to cut, pause, or change B2B advertising campaigns to avoid being seen an opportunistic and profiteering.
But is there any data to support those recommendations?

The short answer is “no.”

In our presentation, we will look at recent survey data to show the following:

  • Customers are not responding any differently to advertising during crisis
  • Now may be time to increase, not decrease, advertising budgets
  • There’s no data to support changing advertising creative

The data makes clear that the real risk is not in running B2B advertising, it is in *not running* advertising. We look forward to sharing our data and helping position your company to support employees and customers and contribute to our collective recovery.

Jeff LancasterJeff Lancaster
Agency Lead, North America

Jeff Lancaster is the Head of Agency Partnerships for LinkedIn Canada, helping the world’s biggest agencies and their clients harness the power of LinkedIn’s platform. His breadth of experience spans a 20-year career where he has held key leadership and business development roles at companies such as GroupM, Catalyst, 24/7 Real Media and Rainforest Digital. Jeff is also the Secretary of the Board of Directors for the IAB Canada.

Jon LombardoJon Lombardo
Global Lead, The B2B Institute

Jon is a Global Lead at the B2B Institute at LinkedIn, where he advises clients on how to invest in marketing that generates long-term growth.

Prior to LinkedIn, Jon led GE’s Social Media Center of Excellence, where he focused on commercial efforts across all major social platforms, including LinkedIn, Facebook, and Twitter.

Jon brings a global perspective to brand building, having worked in both London and Shanghai.

10:35 AM
Brand New Salesforce's 6th Edition State of Marketing - Trends from 4,500+ B2B Marketing Leaders to Help You Lead Through Change

Today 82% of business buyers say that a great experience with one brand raises their expectations of every brand, and so as marketing leaders we are at the forefront of transforming our brands to meet this ever increasing demand. In our latest and biggest yet state of the world of all things marketing, we surveyed 4,500 B2B marketing leaders from every continent, spanning every industry, and from small businesses to global brands, to get their pulse on the new decade of marketing. In this new era we have exciting innovative technologies like 5G and Blockchain, new challenges with data and AI, plus all the constant challenges with our organizations, marketing channels, analytics, and personalizing customer experiences to deliver on the growth mandate we are all tasked with. We do all this in the midst of a trust crisis between customers, brands, and governments, and facing new regulations like GDPR and CCPA. Join us as we share the latest insights that can help your organization navigate uncertainty to stabilize your operations, get back to a new normal of work, and head towards business growth.

Chris JacobChris Jacob
Director, Product Marketing

Chris leads product marketing for the Marketing Cloud platform, as well as CMO thought leadership at Salesforce. He has been with Salesforce for 6 years, based in New York. Marketing Cloud provides a platform and ecosystem for marketers to deliver relevant, personalized journeys across channels and devices — enabling them to deliver the right message, at the right time, throughout all phases of the consumer relationship. Marketing Cloud includes integrated solutions for journey management, email, mobile, social and web marketing, digital advertising, audience segmentation, personalization, content, and data management.

Chris has founded and been a part of technology companies for many years across the globe, of which three have successfully exited. This includes a first exit as a founder in 2005 of an IT services firm and as a key team member to Adobe in 2011. He has presented at events like SxSW, SMSS, LinkedIn Summit & Dreamforce, been covered in publications like Forbes, The Guardian and AdExchanger and been a guest lecturer at the University of Maryland. Beyond the office he is a passionate advocate for US Immigration founding the “Live & Work in America” portal and authoring the book “How to Live, Study and Work in America” in 2012.

11:00 AM

By breaking down silos and collaborating, B2B marketing and sales teams can come together and deliver a better client experience. This panel discussion will address how organizations and teams can use data and insights to prioritize what is most important to the client, which in turn allows them to eliminate barriers and focus on what matters most.

Lesley GunnLesley Gunn (Moderator)
Head of Marketing

Lesley is the Head of Marketing at Connor, Clark and Lunn Financial Group where she is responsible for the leadership and delivery of the firm’s marketing strategy and initiatives. With over 20 years of progressive sales and marketing experience, Lesley has helped organizations increase their revenue by creating client centric marketing and sales programs.

A proven leader, Lesley leverages her knowledge and experience to accelerate brand impact and return on investment, and navigate the changing digital marketing landscape. Lesley is passionate about developing the next generation of marketing talent and exploring the endless possibilities within the realm of marketing.

Outside of work, Lesley can be found either in a rink or in her car on the way there. 

Barb StoreyBarb Storey
Senior Manager, Marketing

Barb has recently joined the Mass Marketing team at Canadian Cancer Society, after an organizational amalgamation with Prostate Cancer Canada where she was the Director of Direct Marketing and oversaw the national mail and digital programs.

Barb is a seasoned fundraising and marketing professional with 20 years experience in the not-for-profit sector including senior roles with Heart & Stroke Foundation and Sinai Health Foundation.  Her focus is direct mail and digital campaigns, data analytics and project management.  Passionate about healthcare and donor experience, Barb is happiest when she can use data to drive deliberate growth and exceed donor’s expectations.

Barb is a graduate from York University, holds her CFRE and is a proud CM.

Mike BadourMike Badour
General Manager Smartmail Marketing and Partner Solutions

Mike is an experienced executive and expert change agent with proven success in driving substantial business growth for both businesses and clients. With over 25 years of executive experience, Mike delivers leading strategic and lasting organizational change while creating a positive customer experience across private, public, and international sectors. Over the last 7 years, he has been leading the Postes Canada Post Smartmail Marketing evolution, which has allowed him and his team the privilege of working with executive marketing clients across North America to develop marketing strategies and introduce solutions to support the key customer and marketing needs of their diverse business partners.

11:25 AM
CMA Closing Remarks
11:30 AM
Q&A Opportunity

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