Marketing to C-Level Executives: Three Experienced Perspectives

Three BMA board members and distinguished C-Level marketers will share their thoughts on how to market to the C Suite.  They will explain why marketing to c-level executives is important to their companies' success and describe the challenges, opportunities and benefits of marketing to the most senior levels in an enterprise.

Our panel includes:

• Teresa Poggenpohl, Executive Director, Global Image, Accenture
• Suzanne Martin, Senior Director, North America Home & Networks Mobility Marketing, Motorola
• Isidora K. Lagos, Principal, Head of Brand Marketing & Communications, William Blair & Company
• Moderated by: Michael Krauss, President, Market Strategy Group

About Teresa Poggenpohl

As executive director, Global Image, Teresa Poggenpohl leads Accenture’s global brand, internet marketing, advertising and research initiatives. In 2001, she headed the largest rebranding initiative undertaken by a business-to-business company. Since joining the company in 1986, Poggenpohl has crafted award-winning, image-building advertising campaigns; created the first global research function for the company; designed and executed the organization’s first client satisfaction program; and established, from a base in London, a European marketing and communications function for the company’s 20-country operation. She joined BMA/Chicago in 2001, has served as a director for three years and was president in 2005-2006. She is a University of Illinois College of Business Dean’s Council member and on the Board of Directors for the Chicago Children’s Museum.

About Suzanne Martin

Suzanne Martin holds dual marketing roles at the Motorola corporate and business unit levels. She heads up the corporate marketing strategy and operations function with responsibility for brand management, marketing operations, sponsorships, corporate events and innovation center. Suzanne also leads solutions and account marketing strategy for the North America region of the Home and Networks Mobility business. Prior to these current engagements, she led global marketing for the government and enterprise business.

Before joining Motorola, Suzanne was the marketing services manager for the Bradford Exchange in Niles, Ill., where she managed consumer and trade marketing.

Since 1992 Suzanne has been a member of the Business Marketing Association/Chicago, the largest chapter in the international organization, and became a member of the board of directors in 2005. She led the membership committee and is currently chairing the program committee. Today, Suzanne is Executive Vice President of the BMA, and president elect for the 2009-10 season.

Suzanne has received both BMA Tower and Telly awards for her work. Suzanne has a B.S. in Business Administration/Marketing from the University of Illinois at Champaign/Urbana and an M.B.A. from the University of Chicago.

About Isidora K. Lagos

Isidora K. Lagos is a principal and head of brand marketing and communications at William Blair & Company. She is responsible for the firm’s marketing research and strategic initiatives in branding, design, communications, Web sites, and client marketing programs. Prior to joining William Blair in 2000, Lagos spent 16 years developing new products and marketing consumer packaged goods for Hallmark Cards and Blyth Industries, an international home fragrance and décor company. Lagos, who received both her B.A., Phi Beta Kappa, in French and Russian and her M.B.A. in marketing from Indiana University, was a Fulbright Scholar in economics in Hungary. She is also a graduate of the Securities Industry Institute at the Wharton School of Business. She joined BMA/Chicago in 2005 and has served as a director, executive vice president, and president (2007-2008).

About Michael Krauss (moderator)

Michael Krauss is president of Market Strategy Group, a business strategy and strategic marketing consultancy. Krauss has served as the chief marketing officer of DiamondCluster International and as a fellow with the firm. Prior to joining DiamondCluster, he was a principal with OmniTech Consulting Group. Before that, Krauss was the worldwide director of marketing at Andersen Consulting (now Accenture). He led the first global marketing and branding initiative that established Andersen Consulting as a leading worldwide entity. He is also the technology marketing columnist for Marketing News, the official publication of the American Marketing Association, and serves as co-chair of Chicago Mayor Richard M. Daley’s Council of Technology Advisors. Krauss’ career as a global marketing executive has ranged from chocolate chips to computer chips. He began his career as a product manager at Esmark and later at Keebler. He holds a B.A. and an M.B.A. from the University of Chicago. He also holds a CPA certificate in Illinois. He taught on the faculty of the U of C’s Graduate School of Business in its innovative New Product Development Laboratory. He joined BMA/Chicago in 2001 and has served as a director for four years, executive vice president and program chairman.

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