Tuesday, January 24, 2012


4:30 p.m. to 6:30 p.m.


The Ravinia Club, Grand Ballroom


Members $30; Guests $45; Event Day $55


January 2012 Sunset Keynote Event

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BMA Atlanta welcomes Eduardo Conrado, SVP and CMO at Motorola Solutions, to its Sunset Keynote Event series on Tuesday, January 24 at the Ravinia Club.  Conrado will discuss how business-to-business marketing must evolve in the coming years to meet changing customer needs. He will focus on how companies—having clearly defined their purpose—can implement a customer-centric marketing approach.

The traditional B-to-B marketing model that was created in the 1960s mainly by consumer packaged goods marketers is overly simplistic, given rapidly emerging changes in the business landscape, according to Conrado. Now marketers must move beyond the traditional “four Ps” (product, price, place and promotion) to a higher goal of purpose, he contends.

As Motorola split into two firms earlier this year, Motorola Solutions rebranded internally and externally on the following core purpose—to “help people be their best in the moments that matter.” This rallying cry for employees helped to focus the company on service to government and enterprise customers. Motorola Solutions is now focusing beyond the four Ps by emphasizing solutions, education, value and access.

This example demonstrates the evolution of marketing. Internally defining the organizational purpose mobilizes a company’s resources to meet its external objectives in integrated fashion. “CMOs tend to have short tenure at companies because they focus on running campaigns,” Conrado says. “For us, it’s critically important to work closely with the product development and product management teams. And, to have the most impact, we also need to closely align with the field sales team. This creates a continuum among the marketing, product and sales organizations that ties our message and our success tightly together.”

The result, Conrado says, is a potential impact on quantitative measures of performance, including revenue and stock price. The ability to directly develop sales solutions and positively impact performance is good news for the marketing function, which has often struggled to gain a “seat at the table” in many organizations.

Just four years ago, Conrado says, the thought of developing sales enablement tools had not even occurred to many B-to-B marketers. But very soon, B-to-B marketers’ day-to-day activities will change significantly, he says. “The skill sets that most of our people have will not necessarily match the skills that will be required for the marketer of the future.” He will provide examples of skills that B-to-B marketers will need in the years to come.

“The sales process in BtoB is a long one,” Conrado points out. “It has to evolve over a multi-quarter and sometimes multiyear period. It’s an ongoing conversation that you have with customers. We have to think about how a creative idea evolves across the multiple touch points you have with the customer. IT-enabled marketing and sales will play a bigger and bigger role in the future.”

Don Talend, President
Write Results


About our speaker, Eduardo Conrado:
One of BtoB Magazine’s Best Marketers for four consecutive years and also named in its annual Who’s Who in Marketing, Conrado leads the global team that has been the force behind the company’s move toward online and digital marketing, with a focus on sales enablement and thought leadership. He ensures that there is a single unified voice across all communication channels – from branding and marketing strategies, to product and channel marketing, to global communications and interactive marketing.
Conrado was the though leader behind Motorola’s award-winning “Technology That’s Second Nature” integrated campaign, which was developed in 2008 by BBDO New York to reach vertical segments within government and public safety communities. The campaign drove users to a “virtual city” where they could try out different Motorola products.
Throughout his 19- year career at Motorola, Conrado has moved through a variety of key leadership roles. Most recently he served as senior vice president, Global and Technology Marketing & Communications. Prior to that assignment, he served as vice president of Global Marketing & Communications for Motorola’s Networks & Enterprise, a $13 billion business encompassing public and private networks, enterprise mobility and services. Prior to that, he was vice president of Global Marketing, Public Relations and Industry Analyst Relations for Motorola Networks. This position was preceded with multiple international business and marketing assignments in a range of areas across Motorola.
Mr. Conrado holds an MBA from ESADE in Barcelona, Spain and a Masters of International Management from the Thunderbird School of Global Management. He also holds a Bachelor of Science in Industrial Engineering from Texas Tech University. He is on the Board of Directors for the Business Marketing Association and the Advisory Board of the Thunderbird School of Management.