MarketingMasters Luncheon Seminar
Why Purpose Trumps Mission and Vision in B-to-B
Eduardo Conrado, Senior Vice President and Chief Marketing Officer, Enterprise Mobility Solutions and Networks, Motorola.
Click here to watch sneak peek video.
Eighty years ago, the company that would eventually become Motorola was a fledgling car radio maker. Since then the company has been constantly evolving in its purpose, and in the process it has brought us everything from walkie-talkies to today’s Droid smart phones, from the first rectangular television screen to cable set-top boxes and wireless networks.
Now, as Motorola considers splitting into two companies as soon as early next year, organizational purpose has never been more important, especially for the eventual business-to-business company that will emerge.
Join Motorola’s Eduardo Conrado on Thursday, May 6, when he keynotes BMA’s next MarketingMasters Luncheon Seminar at The Standard Club. Conrado, senior vice president and chief marketing officer for Motorola’s Enterprise Mobility Solutions and Networks business, is a strong believer in the power of organizational purpose to help companies deliver value to their customers.
“Mission and vision have been the traditional and accepted ways companies define who they are,” Conrado said. “Today, as companies look for ways to energize their business, motivate employees and strengthen customer loyalty, they are stepping back to ask themselves: What is our reason for being?”
In his BMA presentation, Conrado will walk attendees through what organizational purpose means, provide examples of companies that are doing it well and share insight from industry experts on how b-to-b companies can begin applying this knowledge to their own organizations and deliver something to their customers that no one else can.
Conrado, who has been with Motorola for 17 years, has been one of BtoB magazine’s “Best Marketers” for three consecutive years. He is the thought leader behind the 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, including police chiefs, fire chiefs and municipal CIOs. The campaign has a heavy online component that draws users to a virtual city where they can take products for a test drive.
Conrado told BtoB magazine the campaign is providing Motorola with an excellent database of customers and prospects as they visit the site and test solutions. “We can profile potential customers and the solutions they want to hear about, and develop multi-touch campaigns that are continuously being adjusted,” he said.
In addition to his “Best Marketer” accolades, BtoB also named Conrado to its “Who’s Who in Marketing” list in 2008. He was also among Hispanic Engineer & Information Technology magazine’s “Most Important Hispanics in Technology” in 2008, and he is a recipient of the Chairman’s Award at the Hispanic Engineer National Achievement Awards Conference.
BMA’s May luncheon seminar is expected to reach capacity early, so please sign up soon. To register, go here, email Marla Schrager or call her at 312-943-8040.
ABOUT EDUARDO CONRADO:
One of BtoB Magazine’s Best Marketers for three consecutive years and also named in their annual Who’s Who in Marketing, Eduardo Conrado is senior vice president and chief marketing officer for Motorola’s Enterprise Mobility Solutions and Networks business. From branding and marketing strategies, to product and channel marketing, to internal and external communications, to interactive and online direct marketing Mr. Conrado ensures there is a single unified voice across all communication channels. He leads a global team that has been the force behind Motorola’s successful B2B integrated marketing strategy.
Over the past two years Mr. Conrado has been advocating the move towards online and digital marketing. He is the thought leader behind the award-winning Technology that’s Second Nature integrated campaign, developed to reach vertical segments within government and public safety communities, including police chiefs, fire chiefs and municipal CIOs. The campaign drove users to a “virtual city” where they could try out different Motorola products.
Throughout his 17 year career at Motorola, Mr. 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 Thunderbird School of Management.
Motorola is known around the world for innovation in communications and is focused on advancing the way the world connects. Motorola (NYSE: MOT) had sales of US $22 billion in 2009.
Sponsored by:
