Attracting and Retaining the B2B Sponsor

Mary Ann Freedman

President, Freedman & Associates Inc.

October 24, 2018

1:15 p.m. – 4:45 p.m., half-day workshop


The Business of B2B Sponsorships: Building Relationships with Corporate Partners

Consumer-facing sponsorships steal the limelight. They’re the deals you read about in the business pages. Business-to-business (B2B) partnerships? Not so much. And because of that, many properties tend to overlook potentially lucrative B2B opportunities. Could you be among them?  

B2B partners do not have the same marketing needs as B2C brands, and approaching them with a B2C mindset won’t bring you the results you’re looking for.  B2B partners know their customers, clients and prospects well. They use sponsorship to connect with prospects and solidify existing relationships, and they do it through a range of tactics that vary from one company to the next.

To engage the B2B partner, you have to understand the B2B space, and that’s where Mary Ann Freedman comes in.

Join Mary Ann Freedman, President of Freedman & Associates, for an engaging and interactive roundtable discussion about what it takes to connect with B2B decision makers.  Drawing upon more than 35 years’ experience building lasting business relationships,  Mary Ann will take participants through the corporate and professional services landscape. You will learn the steps you need to take to identify, build and engage prospective B2B sponsors. You will:

  • Learn lessons from real life stories
  • Understand how the corporate and financial services world evaluates and chooses organizations to partner with
  • Meet decision makers face to face
  • Hear what B2B corporate sponsors want
  • Understand how CSR fits into the mix
  • Develop the first cut of your B2B sponsorship strategy

The program will include three components.

  1. Understanding the B2B marketing space. You’ll learn what drives sponsorship decision-making among B2B companies and how you can position yourself as a prized asset.
  2. A frank, candid panel discussion with top decision-makers from the B2B sector
  3. A toolkit to get you started on developing your own B2B solicitation strategy.

About Mary Ann Freedman

Mary Ann Freedman is a highly respected marketer with a notable reputation for delivering sustainable results in a variety of sectors including professional services, technology, home and health care services and the corporate sector. Expanding her practice into sponsorship in 2006, Mary Ann has gone on to lead on highly successful sponsorship campaigns for CFO of the Year, CEO of the Year, a re-launch of Top 40 Under 40 and the National Business Book Award.  She has also helped provide sponsorship direction to Baseball Canada and Waterpolo Canada.

Mary Ann is also a leader in marketing professional services in Canada. She is recognized as one of the first professional marketers to apply strategic marketing approaches to the legal and accounting firms.

Prior to starting Freedman & Associates in 1985, Mary Ann held influential sales and marketing management positions with Bell Canada, Metroland Printing & Publishing and Thorne Riddell (now KPMG), where she established the firm’s first marketing department.

A native of Saint John, NB, Mary Ann’s educational background includes a Bachelor of Arts from Tufts University and additional studies at the University of Southampton (England) and the University of Toronto. When Mary Ann isn’t planning client campaigns, she can be found on the tennis court or, most recently, on the golf course learning to hit her first hole in one.

Full participation in Attracting and Retaining the B2B Sponsor is applicable for 3.5 points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.