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

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

The CMA has transformed its events to a virtual platform, to support the Canadian marketing community during this unprecedented time. Please visit frequently for the latest updates to our calendar. In addition, you can visit Marketing Connected for a full range of thought leadership articles for marketers, along with resources and information on government supports for employees and businesses.

Date Postponed
8:00 a.m. – 11:30 a.m.

Members: $99 (Reg. $149)
Non-Members: $199 (Reg. $249)

Downtown Toronto


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Presenting Sponsors


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.



8:00 AM
Breakfast & Networking
8:25 AM
Opening Remarks
8:35 AM
5 Principles Of Growth In B2B Marketing

B2B marketers must balance long-term brand building with short-term sales activation, and recent research from experts Les Binet and Peter Field shows that there are several key strategies for growth that marketers should consider. In this session, Jon Lombardo will do a deep dive into how to apply the following five principles:

  1. Invest in share of voice
  2. Balance brand and activations
  3. Expand your customer base
  4. Maximise mental availability
  5. Harness the power of emotion

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.

9:15 AM
From Personalization to Profits with World Class Campaign Analytics

Organizations are investing heavily and competing fiercely to acquire customers and create enduring relationships. Recognizing that all customers are unique, leading companies are experimenting with increasingly differentiated communication and promotional strategies to win. This session will explore how organizations perfect their direct marketing outreach and which tools they use to plan, test, and react to the evolving marketing environment.

Michael PaoliniMichael Paolini
Vice President, Business Development

Michael Paolini is a Principal within Mastercard Data & Services, and has extensive experience applying Test & learn across a broad variety of industries, functional topics and geographies. Mr. Paolini has advised retailers, restaurants, telecom companies, manufacturers, and financial institutions on enhancing the profitability of capital investments, pricing decisions, labor allocation and training, merchandising initiatives, advertising and operational execution in 38 countries and counting. In addition, Mr. Paolini has helped organizations institutionalize the rigor of using analytics to drive business decisions.

Mr. Paolini holds a BS in Economics from the Wharton School at the University of Pennsylvania.

9:55 AM
Networking Break
10:15 AM
Brand New Salesforce's 6th Edition State of Marketing - Trends from 4,500 B2B Marketing Leaders to Drive your Business in the 2020s

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 from the trailblazers that can help you transform your marketing strategy and campaigns and compete successfully in the new decade ahead!

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.

10:55 AM
Panel Discussion

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
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.

11:30 AM
Closing Remarks & Networking


See Who Attended Last Year

Learn more about CMA’s new Morning Event Series.

Title Company
Client Partner Adobe Canada
Solutions Consultant Adobe Canada
Head of Inside Sales, Canada Adobe Canada
Enterprise Account Executive Adobe Canada
Sr. Account Manager Adobe Canada
Principle Solutions Consultant Adobe Canada
Sr Enterprise Account Executive Adobe Systems Canada Inc
Senior Consultant APEX Public Relations
Client Partner, Advisory Services BDC
Consultant Bell Canada
Co-Founder and General Manager Brainrider
Demand Generation Manager Brainrider
Business Development Director Brainrider
Sales and Marketing Coordinator Brainrider
Strategic Partnerships and Technical Director Brainrider
Enterprise Marketing Manager: Content Build Canada Post
Marketing Manager Canada Post
Director of Business Development Captivate
Marketing Manager Captivate
Vice President Advertising Sales, Canada Captivate
Client Engagement Director Cargo
Senior Designer Cisco Canada
Marketing Specialist Cleveland Clinic Canada
Director, Governance & HR CMA
Manager, Marketing and Brand Connex Telecommunications Inc.
AVP, Marketing DAS Legal Protection Inc.
Bilingual Marketing Coordinator DAS Legal Protection Inc.
Marketing Specialist DAS Legal Protection Inc.
Marketing Coordinator DAS Legal Protection Inc.
Senior Director of Partnerships Drift
Director, Marketing ERIS - Environmental Risk Information Services
Marketing Manager FedEx
Sr. Marketing Manager FedEx
Sr. Marketing Specialist FedEx
Marketing Specialist FedEx
Director, Digital Marketing Fidelity
Marketing Manager Firma Foreign Exchange
Director Marketing - Brand & Communication Firma Foreign Exchange
Professor George Brown College
President Halmyre
Managing Partner HeadStart Copywriting
Consulting Director IDC Canada
General Manager, Toronto Inbox Marketer Corporation
Director, Business Development Inbox Marketer Corporation
Sr. Account Manager INTERCEPT GROUP
Sr. Account Manager INTERCEPT GROUP
President Junction59
Director of Client Services Junction59
Strategist Junction59
SVP, GM, Partner Kaiser Lachance Communications
Coordinator Kaiser Lachance Communications
Senior Vice-President and Partner Kaiser Lachance Communications
Manager Kaiser Lachance Communications
Vice President Kaiser Lachance Communications
Sales Keilhauer
Sales Keilhauer
Sales Keilhauer
Regional Director KK Printing Canada ULC
Director Integrated Marketing LCBO
Director Marketing Strategy LCBO
Director, Customer Intelligence & Insights LCBO
B2B Commercial Campaign Manager Lenovo
AVP, Corporate Marketing & Communications LoyaltyOne
Director, Global Solutions LoyaltyOne
Digital Marketing Manager LoyaltyOne
Digital Marketing Specialist LoyaltyOne
Marketing Specialist LoyaltyOne, Co.
Principal Consultant Marcom Blueprints Inc
Marketing Specialist Mercatus Technologies
Senior Marketing Manager Mercatus Technologies
Dealer Marketing Specialist Mercedes-Benz
National Manager, Mercedes-Benz Vans Mercedes-Benz Canada
Senior Marketing Communications Specialist, Mercedes-Benz Vans Mercedes-Benz Canada
HoloLens & Mixed Reality Lead Microsoft
Director, Engagement and Analytics Motum B2B
Director of Marketing PACKPRO SYSTEMS
EVP Marketing & Development Phase 5
Senior Manager, Customer Solutions Marketing Purolator
Senior Director, Channel Marketing Rogers
Sr Manager, Digital Marketing Rogers Communications
Senior Director, Marketing-Business Financial Services Royal Bank of Canada
Director, Brand Communications Royal Bank of Canada
Business Development Consultant ServiceMaster of Canada
Director of Sales, Canada Siteimprove
Account Executive Siteimprove
Sales Manager Siteimprove
Account Executive Siteimprove
Marketing and Communications Consultant Sun Life
Manager, Content Marketing Strategy & Insights TD Asset Management
Marketing Communications Manager TELUS
Director, Marketing TELUS
Senior Marketing Manager TELUS
Senior Marketing Manager TELUS
Senior Marketing Manager TELUS
Digital Account Strategist The Aber Group
Copywriter The Cargo Agency
Senior Project Manager The Cargo Agency
Client Engagement Manager The Cargo Agency
Marketing Thomson Reuters
Marketing Thomson Reuters
Owner Valentino Marketing
Consultant Vincent Associates Inc.
Director of Client Services and Business Development WolfsonBell
Manager, Communications Workplace Safety & Prevention Services

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