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12:00 – 12:05pm
Welcome
Kristin Ace — Director of New Business and Membership, ARF

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12:05 – 12:15pm
Setting the Stage: What we know and why we should care
B2B marketers recognize the importance of speaking to buyers on a human and emotional level, yet doing so is challenging.  Discover why the role of emotion, subjectivity and non-rational thinking are key factors in B2B marketing and how these factors impact your full marketing suite.
Abigail Ahearn — Partner, HawkPartners

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12:15 – 12:55pm
Industry Panel Discussion: Dispelling the myth that business decisions are solely rational
A panel of experts will share B2B case studies and insights on how to better identify and apply behavioral economics principles to business.
Beni Gradwohl — Co-Founder, and Chief Executive Officer, Cognovi Labs
Lateef Mauricio Abro —Vice President, Connections Strategy, Digitas
Ryan Boh — Head of Product Strategy for Activation and Identity, Oracle Advertising
Moderator:  Abigail Ahearn — Partner, HawkPartners

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12:55 – 1:00pm
Closing Remarks
Kristin Ace — Director of New Business and Membership, ARF

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