8:00 a.m. – 10:00 a.m. ET
Free: Invitation only
340 Yonge St., 3rd floor
Winning over Small Business Owners (SBOs)? It’s a values game. Join as Cargo leads the discussion on increasing brand relevancy and loyalty amongst SBOs by aligning your brand values with those of this uniquely diverse segment through evidence-based research and experience-based insights.
Registration & Networking Breakfast
Welcome & Intro
For Small Business Owners, value prop alignment is everything. Join us as CEB, now Gartner, reveals their latest SMB findings on how value messaging can help improve brand relevancy amongst SBOs.
SMB Super Panel
Final Q&A and Closing Remarks
What You Will Learn
Data and experienced-based insights on how better to find, connect with, and motivate Small Businesses.
Who Should Attend
Marketers with dedicated teams, budgets and strategies focused on small business customers, including:
- Brand Managers and Builders
- VPs and Directors of Marketing
CEB (now Gartner)
Kristina LaRocca-Cerrone is the Executive Advisor for Gartner’s Marketing to Small Business Leadership Council, focused on supporting B2B Marketing executives with primary research and insights on their small business customers. At Gartner, Kristina runs workshops, seminars, and large-scale conferences on small business owner behavior, moderates focus groups, all to help marketers figure out how their small business customers and prospects research and buy – and what to do about it.
Dan Gliatta (Moderator)
If you’re a fan of the TV show Mad Men, then Dan Gliatta’s transition from bartender to ad man makes perfect sense. Never one to follow convention, Dan shunned the traditional career path. Prior to University graduation, he settled into a job as a bartender for seven years. While pouring drinks one day, he struck up a conversation with an ad exec that planted the seed to give advertising a try. Be it chance or fate, it was an event that changed his life forever. Fast-forward nearly 20 years and that same intuition and thrill of adventure is why the agency Dan co-founded in 2006 now sits at the top of a niche category very few had their eyes on until recently: business-to-small business marketing, aka B2SB Marketing®.
Director, Integrated Marketing Communications
Magdalena Pandiloska is a transformational leader with strong track record of driving innovation, business impact and change through marketing, for more than 17 years in both B2B and B2C environments. She is an Integrated Marketing Communications Director at Microsoft.
Over the last five years at Microsoft, Magdalena has led and transformed teams across different disciplines (digital, social, data/analytics, events, operations) driving demand with commercial and consumer audiences. Before Microsoft, Magdalena held positions leading digital strategy and online revenue programs for small businesses in different industries, globally. She is an avid traveller, mom, former professional athlete and youth competitive basketball coach.
Sr. Director, Digital Marketing
Michelle Cody is a seasoned marketer with a proven record of helping start-ups and established businesses embrace innovation to grow and creatively disrupt markets. Passionate about the opportunities that emerging technologies provide, she currently leads the digital transformation of marketing in Rogers Enterprise Business Unit.
To her current role, Michelle brings more than 20 years of experience in acquisition marketing, customer base management, product development and product management. Her expertise in business planning and strategy development are grounded in deep customer insights.
As the General Manager of Zoocasa, an online and mobile lead generation model for the real estate industry, Michelle developed the brand and delivered five-fold growth to the company.
Michelle champions a “test, learn and optimize” approach to helping businesses accelerate growth. She is a firm believer in engaging and converting prospects and customers with relevant, value-added content on digital and social channels.
A graduate of Queen’s University, Electrical Engineering, Michelle lives in Toronto with her husband and two boys.
General Manager of Consumer and Small Business Marketing
Lise Côté is General Manager of Consumer and Small Business marketing at Canada Post. She has over 25 years of marketing experience across many disciplines. Prior to Canada Post she was at Rogers Communications for 10 years, her last role was Senior Director of Market Planning. Prior to Rogers she had marketing roles at CIBC, Altamira and started her career at American Express. She is an avid cook and likes to curl in the winter.
Sr. Director, Strategic Partnerships, Digital Commercial Banking
Christopher has been in the Business Banking space for 15 years in a variety of capacities including product development, marketing, communications and digital. He has been recognized as a top innovator with a strong track record of delivering broad strategic programs through to successful execution that achieve results. He is currently leading Financial Services innovation by building strong FinTech/Banking partnerships that drive value for CIBC’s Small Business clients.