San Francisco, CA: March 31-April 1, 2015

Hilton San Francisco Union Square

MarTech Agenda


Click the 'Details' link for session descriptions, speakers and locations of activities.

Monday, March 30th

6:00PM-7:00PM Registration & Conference Opening Reception
Sponsored by:

Tuesday, March 31st

7:30AM-9:00AM: Registration & Breakfast

Welcome to MarTech! Scott will kick off the conference with exciting milestones that have been achieved by pioneering professionals at the intersection of marketing and IT.


Scott Brinker
Conference Chair & author, chiefmartec.com

MarTech is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its changing marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008.

Scott is the co-founder and CTO of ion interactive, a software company that provides marketers with a platform for creating and testing marketing apps - wizards, interactive white papers, assessment tools, configurators, calculators, microsites, and more.

Building a Marketing Technology & Innovation program at a Fortune 100 health insurance company isn't for the faint of heart.

But that's just what Joseph did. In this session, he'll discuss:

  • The case made for creating a marketing technology & innovation initiative;
  • constructing the team;
  • and the roadmap for the future.

In addition to addressing issues common to many B2B and B2C marketing technology missions, Joseph will describe innovative areas where Aetna is pursuing digital health strategies, including new forms of consumer engagement made possible by wearables and the connected health ecosystem.


Joseph Kurian
Head of Marketing Technology & Innovation, Aetna

Joseph Kurian is the Head of Marketing Technology & Innovation at Aetna, the 3rd largest health insurance company in the US. His teams in Enterprise Marketing are responsible for researching, evaluating, and implementing marketing technologies like content management, web analytics and test & target platforms that help to solve critical business problems. In addition he also manages areas that focus on SEO, mobile health and the emerging connected health ecosystem. This ecosystem is built around wearable technology, the connected body, connected car and connected home, focusing on how healthcare companies will interact with customers in the future. Joseph has over 15 years of experience in digital in a variety of roles.

Imagine creating a marketing technology function that addressed the diverse requirements of consumer marketing, B2B marketing and e-commerce marketing.

In this session, Saad will discuss the actionable frameworks used to create, define and guide LinkedIn's marketing technology function:

  • Process-driven framework to determine technology needs
  • Prioritization framework
  • Project phasing framework


Saad Hameed
Head of Marketing Technology, LinkedIn

Saad Hameed is the Head of Marketing Technology at LinkedIn Corporation. He is responsible for the Marketing department’s technology vision, roadmap, architecture, key innovations, and strategic initiatives. Saad has more than 13 years of engineering, marketing, and ops positions at technology firms including: Sun Microsystems, Arena Solutions, InsideView, Cisco Systems, and VMware. In his three years at LinkedIn, Saad has led cross-functional teams to build award-winning technology and analytics solutions. In his past marketing roles, Saad has managed Marketing Operations, Demand Generation, Customer Operations, and business development. His favorite career achievements include two pending provisional patents related to predictive scoring at the company/account level. His favorite pastime is traveling to visit natural wonders, with his wife and children. The next innovative journey Saad is taking, is the application of machine learning to operationalize recommendations for customer education/lifecycle marketing at scale. Saad holds an MBA in Marketing and Bachelors in Computer Science from California State University.

Thousands of marketing software applications enable marketers to acquire and nurture customers, analyze and measure performance, personalize experiences, and automate media buying and social sharing... to name just a few capabilities.

But this bounty of marketing technologies results in a lack of order and leads to a head-on collision with the "frankenstack."

Marketers need a way to visualize interactions between their processes and systems – otherwise they’re likely to be completely unaware of the deficiencies or opportunities that exist.

In this session, Cynthia will discuss a technique known as blueprinting, which facilitates:

  • visually telling the story of the current and the desired state of marketing, mapping vision to delivery,
  • identifying all involved technologies, vendors and processes,
  • amplifying and isolating needs, gaps and duplications,
  • and aligning technology with marketing, data and lead processes.


Cynthia Gumbert
VP Digital and New Accounts Marketing, CA Technologies

Cynthia Gumbert, VP, Digital and New Accounts Marketing, CA Technologies, has implemented a blueprinting approach to help define CA's marketing stack, technologies, processes and data flow from metrics and customer data. Creating a marketing tech blueprint has helped the company make smarter decisions for both new and incremental investments by portraying a clearer picture of which marketing and ad technologies have already been adopted, the ways they do or don't connect with each other and how they connect customers and prospects to internal resources and processes.

10:30AM-11:00AM: Coffee Break

Customer obsession is easy to talk about but hard to do. It requires redesigning your company's practices, marketing engagement technology and data to achieve greater customer retention, customer enrichment and customer advocacy. And it requires skilled resources that understand both marketing needs and technology capabilities.

Enter the marketing technologist—a rare breed that stands on the cusp of leading the transformation of their organization. Laura will share insights on how leading firms have reinvented their approach to collaborative marketing and tech management planning, implementation and management.

Based on real-world examples, she will discuss Forrester research findings and recommended best practices, including:

  • How to set strategic priorities that focus both your marketing and tech management teams on customer obsession.
  • The opportunity for marketing technologists to lead building a collaborative marketing and tech management strategy and plan.
  • How marketing technologists can drive innovation by applying "agile" operational principles throughout the organization.


Laura Ramos
VP, Principal Analyst, Forrester

Laura Ramos serves Chief Marketing Officers. She is a leading expert in business-to-business (B2B) marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester's CMO clients plan, build, and deliver marketing programs that combine traditional, digital, and social approaches that lead with business issues and fuel their company's topline growth. Her research addresses the marketing organizational structure, skills, technology, process, and customer experience concerns that top marketers need to understand and integrate into programs that address ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she started up its B2B marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, sales and marketing integration, social media best practices, digital marketing strategy, and customer engagement.

In this discussion, Jeff will present the concepts behind "lean ux" and product development. Using these techniques, teams comprised of marketers, designers, product managers and engineers build a shared understanding of customers, their needs and the most effective way to meet those needs.

You'll learn how lean teams are built, how they gather customer feedback and how to empower them to act on a wealth of insight to optimize the customer experience.


Jeff Gothelf
Principal Author, Neo.com Lean UX

Jeff is the author of Lean UX: Applying lean principles to improve user experience (www.leanuxbook.com) which has sold 40,000 copies worldwide in 4 languages. He has been a product designer, strategist and team leader for more than 15 years working on digital products.

He is an established international speaker with a full-time speaking and teaching/workshop schedule that spans Asia, Europe, North America and South America. He regularly presents at conferences and in-house corporate events more than 50 times a year.

Even in the face of rapidly expanding martech spending, the gap between consumers' and marketing's digital sophistication is growing.

How can that be? CEB research reveals that too many marketing functions are "bolting on" technology to legacy systems that simply didn't evolve to make the most of technology. As a result, in many cases 90% of the technology's capabilities sit unused.

To maximize the potential of market technology, progressive organizations are making far-reaching changes to the "soft" aspects of marketing — people, ways of working, and even culture. In this session, Patrick will examine how companies like General Mills, Coca-Cola and Dell are sparking the necessary soft change.


Patrick Spenner
Managing Director, CEB

Patrick Spenner is a Managing Director in CEB's Marketing practice, variously spending his time on research, new product development and thought leadership. Since joining CEB in 2005, Patrick has overseen membership programs serving the needs of CMOs, Corporate Communications executives and Marketing Communications executives.

Prior to working at CEB, Patrick led a business line in Capital One's marketing and analysis group. In that role, he managed all aspects of the marketing mix for the business, including marketing communications, pricing, segmentation, sales strategy and distribution, and analytics.

Patrick lives just outside Washington, D.C. with his wife, four children and a menagerie of pets, whose names he can no longer keep track of (the pets, that is). In his spare time—about 15 minutes on the weekends—Patrick enjoys star gazing, jogging, biking and flying drones.

12:15PM-1:45PM: Lunch & Sponsor Presentations

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Secrets of Real Life Video Heroes (Or How to Impress Your Boss in 5 Easy Steps)

Speaker: Amy Hyde, Director of Partnerships, Brightcove

Once a nice-to-have, video is becoming a fundamental part of every content marketing strategy. In fact, according to Aberdeen, 95% of best-in-class marketers are using video as part of their marketing mix. Companies like Symantec, Citrix and GM understand that high value content equates to better performance and no other type of content creates value like video.

Video is not just about generating views, it has a significant impact on the metrics that matter most to marketers like conversion and cart size. Coupled with the ability to measure your video strategy within your marketing automation platform, video can help you increase your total marketing ROI.

Join Amy Hyde, Director of Partnerships, from Brightcove, to learn how today's leading Video Marketing Heroes are crushing their competition and driving more business to create meaningful change at their organization.

Every attendee will receive a complimentary copy of our new eBook "Convince Your Boss it's Time for Video Marketing" that includes 5 quick wins for your video marketing strategy.

"Can You Hear Me Now?" Listening Is The Future of Marketing

Abstract: Modern marketers are struggling to build engagement and dialogue with their audiences – but 50% of any dialogue is actually listening. Successful marketers are starting to use novel tools and technologies to listen to their audience and identify which prospects are interested, what they really want, and how they could be nurtured toward a sale. Marketers can now listen for behavioral, psychological, and emotional cues from their prospects to deliver value for their audience and better leads for sales.

Speaker: Russell Franks, COO of SnapApp

In this session, you’ll learn how to:

  • Use a variety of tools and best practices to listen and act
  • Engage your audience in new ways (with real-life examples)
  • Collect valuable information from your audience that allows you to tailor your marketing and get better results

Innovation is a core value at Netflix. Rapid iteration, rigorous testing of bold hypothesis and taking smart risks define the engineering approach. What happens when you apply these techniques to a marketing technology stack?

In this talk, Tony will outline how the Netflix approach has influenced marketing technology decisions as programmatic buying practices and associated infrastructure were brought in-house.


Tony Ralph
Director of Ad Technology, Netflix

Schooled as a software engineer during the internet heyday, Tony eventually realized his calling was not writing code in the isolation of a comfy cube. The desire to interact with customers prompted him to take on a liaison role with Yahoo's adserver engineering team. It was here, interacting with sales teams, external partners and industry standards bodies, that he discovered a passion for uniting technical and non-technical audiences. After Yahoo, Tony took on similar consulting and management roles at Google. In his current role of Director of Ad Technology at Netflix, he sits in between marketing and core engineering teams driving global tech decisions and engineering solutions.

Digital marketing is about data, metrics, and performance. It can zoom-in to focus on individual prospects, revealing insights on buyer behavior in the process. It can show us which activities are effective.

But digital marketing cannot tell us what new activities would be most effective. In fact, it can reduce the creative process to a long grind of variations on a theme instead of inspiring leaps of imagination that truly captivate an audience.

Good marketing organizations focus on mastering the "what." What to tweet? What to share? What will make more people click? Great marketing organizations master the "how." How to respond to the unexpected. How to tell an old story in a new way. How to get a new audience to pay attention.

To master the how, we need to become wildly creative, insightful, responsive and improvisational.

In this session, Gerry will explain how marketers can use the practice of reframing - revealing new meaning by changing context - to create breakthroughs in communication and creativity. You'll learn four techniques to nurture creativity in a data- and process-driven world. This talk will include a soup to nuts video case study on reframing marketing messages and extending brand value across digital and physical media.


Gerry Murray
Research Manager, IDC

Gerry Murray is a Research Manager with IDC's CMO Advisory service. He 20 years of experience in the high tech industry both as an analyst and a marketer. He provides best practice guidance to senior marketing executives at many of the world's largest high tech companies. His research spans a wide range of marketing topics as well as channel and sales enablement and customer experience.

Your company's sales force is on the brink of EXTINCTION. They're being replaced by search engines and social networks. The modern B2B buyer is digitally-driven, socially connected, mobile and empowered with unlimited access to information and people. Fact: 92% of them start their search on the web. They're having their own learning parties online and they're not waiting for an invitation from your sales team.

How can marketing (and martech) help sales be visible and relevant to the modern buyer? In this session, Jill will discuss the role of content and technology in helping your salespeople become educators, thought leaders, trusted consultants. #ModernMarketing meets #SocialSelling.


Jill Rowley
Founder & Chief Evangelist, #SocialSelling

Jill Rowley, one of the most dynamic voices on Social Selling and Modern Marketing, has developed programs to help B2B companies Market, Sell and Service the Modern Buyer. Jill's expertise is at the nexus of marketing and sales, which can no longer operate as individual silos. Today's buyers are more knowledgeable than ever about their intended purchases. Jill is a #SocialSelling evangelist and #ModernMarketing expert. She provides strategy and planning, offers keynote speeches and workshops, and has developed curriculum to educate and enable Sales professionals on the Why, What, and How To Do Social Selling.

Prior to launching her own company, Jill was the Social Selling Evangelist and Enablement leader at Oracle, she was the top revenue generating Sales professional at Eloqua (known as the "EloQueen"), and a top performing Account Executive at Salesforce.com. Her work at Oracle included designing, deploying and driving adoption of a global Social Selling program for Oracle's 23,000 Sales professionals.

Jill's 2014 speaking experiences have included Cloud World in India; Business Marketing Association's Global Conference in Chicago; Social Media Marketing World in San Diego; a guest appearance on #SalesforceLIVE with 177k+ viewers; a keynote speech to 150 GE Capital Commercial leaders; keynote presentations to 1,700 Symantec Sales and Marketing professionals; and remote presentations to 3,500 Mitel employees and partners. In the fall of 2014, Jill spoke at HubSpot's INBOUND conference, LinkedIn's Sales Connect event in San Francisco, Dell's UnConference in Austin, Salesforce.com's Dreamforce event, Vidyard's Video Marketing Ignite conference, the TrackMaven Marketing Summit in New York, 2014 National Middle Market Summit, and numerous other client engagements for GE, TD Ameritrade, Intuit, ASCO Numatics, Red Hat, CA Technologies, and Cornerstone OnDemand.

3:00PM-3:30PM:
Coffee Break

Software is eating the world, and now more than ever modern marketers rely on software platforms to engage the right audience, with the right message, at the right time.

Learn how marketing technology, automation, and an engineering mindset is shaping a new type of marketer and a new type of engineer.


Isaac Wyatt
Manager, Marketing Ops, New Relic

Isaac is a marketing ops manager at New Relic. He came to New Relic with 10 years of business and SaaS experience, 8 in SaaS. His pillars of expertise are sales and marketing alignment, marketing technology, marketing automation and marketing analytics

In this session you will learn about emerging technology categories that focus on driving customer engagement and improving product management. These categories include customer advocacy management, customer success management and journey mapping, as well as product planning, prioritization and roadmapping solutions.

Jay will explain how these technologies drive revenue and customer retention, and showcase the types of organizations that are benefitting from them. In addition, you will hear about the problems and pitfalls in the implementation and use of these technologies and how you can overcome them.


Jay Famico
Practice Director, Technology, SiriusDecisions

As service director of SiriusDecisions’ Technology practice, Jay helps clients select and optimize marketing and sales technology and understand the challenges and opportunities that technology and process standardization present and how individual applications should link to form a unified ecosystem. He is also responsible for SiriusDecisions marketing and sales technology coverage and online research tools and frameworks. Prior to his current role, Jay provided guidance on demand creation best practices and how to automate and analyze their success as a member of SiriusDecisions Marketing Operations and Demand Creation Strategies teams.

Jay has earned an MBA in marketing from the University of Notre Dame, an MA in marketing from Bentley University, an MA in project management from the George Washington University, a BA in management from Bentley University, a graduate certificate in human-computer interaction from Tufts University and a Project Management Professional (PMP) credential from the Project Management Institute.

With the explosion of marketing technology ‹ which in itself is a reflection of the explosion of channels and consumer touchpoints in marketing more broadly it is all too easy to get mired in the technical and operational aspects of building out the marketing technology systems and lose sight of the human aspect of this mission. However, there is tremendous opportunity for competitive advantage by consciously architecting these solutions around humans, our customers and our staff.

Based on Mayur's experience leading global marketing technology and innovation for Kimberly-Clark, this session will help you frame your marketing technology leadership around these questions:

  • Is the consumer at the center of your strategy, or are you organized more around technology and channels? What decisions affect this? What alternative structures are there?
  • How can you measure the business impact and ROI of these capabilities through the prism of consumer engagement and top-line growth?
  • How do you balance the different kinds of human needs, within your organization and in the market, across different segments and different geographical regions of the world?


Mayur Gupta
Global Head Marketing Technology & Innovation, Kimberly Clark

Mayur Gupta is the Global Head of Marketing Technology & Innovation for Kimberly Clark, one of the largest CPGs with a number of iconic global brands. Mayur joined the company in 2012 as the first Chief Marketing Technologist in the history of the organization, reporting into the Chief Marketing Officer. He created and now manages the global marketing technology group from the Chicago office, responsible for building global digital capabilities and the marketing technology vision, strategy, roadmap. This includes the entire digital capability landscape from big data and analytics, media and content, eCommerce, CRM, mobile, social as well as driving innovation through a network of start ups, incubators and VCs,ultimately to drive top line business growth through seamless consumer experiences.

Last year, Mayur was recognized as one of the "40 under 40" leading marketers in the industry by BrandInnovators and also received the CMO Programmatic Award by the CMOClub. Harvard Business Review (HBR) and the Economist profiled him as the model Chief Marketing Technologist in 2014. He sits on various Advisory Boards including the IBM's CMO Council, BrandInnovators and Global MarTech Conferences besides being a mentor for a number of start&ups. He frequently writes for AdExchanger, The Economist, CMSWire, the CMOClub; has co&authored a number of e&books besides publishing on his own blog inspiremartech.com.

Mayur has successfully lead a number of breakthrough initiatives at Kimberly Clark, fundamentally transforming the culture and mindset towards the role that data and technology plays in driving consumer engagement and experiences; adopting cloud based technologies to gain agility and speed, introduced the notion of agile marketing as a fundamental model to go to market, the need for disruptive innovation across product, channel and promise as well as bringing concepts of data convergence, killing data silos and fragmentation, principles of big testing and big learning needed to drive connected, personalized and omni channel experiences.

A self starter, digital evangelist, marketing technologist & innovation thought leader, Mayur brings more than 15 years of experience in leading digital transformation on both the agency side and the Fortune 100s. Adept at influencing Senior Executives, company Presidents and the C&Suite in high stakes decision making, negotiations, strategic partnerships & public speaking and writing.

Prior to Kimberly Clark, Mayur spent almost 13 years @SapientNitro leading digital marketing engagements for global brands like Coca Cola, Unilever, ESPN XGames, Mars, Citibank, Chrysler, FIAT Abarth, Motorola, Burger King & many others; he lead the largest production studio for the company for a number of years before becoming the marketing technology thought leader for one of the North American business units.

4:45PM-5:15PM: Refreshment Break

In this candid fireside chat, Scott will talk with three senior product leaders from major "marketing cloud" companies about their perspective on how the space will advance in year ahead. The topics we'll cover ‹ with no fluffy sales pitches allowed ‹ will include:

  • Most interesting innovations they're pursuing in the year ahead.
  • Patterns of adoption they see across their customer bases.
  • How the collision between adtech and martech is affecting the space.
  • Are the ISV ecosystems around their platforms progressing.
  • How the environment is changing for agencies and marketing service providers.

Eric Stahl
SVP, Product Marketing, Salesforce Marketing Cloud

Eric Stahl is senior vice president of product marketing for Salesforce Marketing Cloud, the #1 app for digital marketing, making it possible for marketers to plan, personalize and optimize 1:1 customer journeys across multiple channels

Previously Eric was senior director of Force.com Product Marketing at Salesforce, where he was responsible for evangelizing the benefits of cloud computing to Saleforce’s community, as well as the Force.com enterprise cloud computing platform.

 

Prior to joining Salesforce in 2008, Stahl worked in a variety of product, marketing and finance roles at Informix Software and BEA Systems with a focus on enterprise software products such as databases, developer tools and application servers. Altogether, he has more than 15 years experience in the Internet and enterprise technology industry.

Follow @erictstahl
Connect On Linkedin


Chandar Pattabhiram
VP Product & Corporate Marketing, Marketo

Chandar is a seasoned enterprise executive with 20 years of marketing and management consulting experience in both private and public companies. He is currently VP of product and corporate marketing for Marketo. Previously, he was head of Badgeville's worldwide marketing efforts including product marketing, corporate marketing and demand generation. Prior to joining Badgeville, Chandar was most recently VP of Product and Channel Marketing for IBM Cast Iron, the leader in Cloud integration. Chandar spent many years at Andersen Consulting where he led strategy, e-commerce and business re-engineering projects for numerous Fortune 500 providers.


Alexander Hooshmand
VP Product Management, Oracle Marketing Cloud

As Vice President of Product Management for the Oracle Marketing Cloud, Alex leads product management teams focused on data management platform (BlueKai), B2B marketing automation (Eloqua), and content marketing (Compendium). Alex was a co-founder and the Chief Product Officer at BlueKai which was acquired by Oracle in 2014.

Prior to BlueKai Alex was at Right Media (subsequently acquired by Yahoo!), the first and at the time largest online advertising exchange, where he headed the Strategic Integration Group with a primary focus on recruiting and integrating data oriented marketing tech vendors as partners on the Right Media Exchange. During Alex's tenure, the SIG team grew its client base and revenues rapidly, contributing to Right Media's leadership position in programmatic advertising.

Previously, Alex also worked as Director of Product Management at DoubleClick (acquired by Google), and as a strategy consultant at Bain & Company. Alex earned a BS in Economics from Carnegie Mellon and an MBA from Wharton, where he was the Editor-in-Chief of the Wharton Journal.

6:00PM-7:00PM: Networking Reception
Sponsored by:

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Meet your fellow conference attendees and enjoy great conversation, beverages and munchies!

Wednesday, April 1st

7:30AM-9:00AM: Registration & Breakfast

As the second day of MarTech begins, Scott will reflect on a few key learnings from the previous day and set the stage for the day's sessions.


Scott Brinker
Conference Chair & author, chiefmartec.com

MarTech is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its changing marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008.

Scott is the co-founder and CTO of ion interactive, a software company that provides marketers with a platform for creating and testing marketing apps - wizards, interactive white papers, assessment tools, configurators, calculators, microsites, and more.

The Coca-Cola Company has a venerable history of large-scale marketing programs and has carried that innovative spirit into the digital age. Thomas Stubbs, the iMarketing and Social Enterprise Leader in the company's Global IT team, will share the story of one of the company's most recent global marketing technology projects and how it brought together marketing and IT to create a truly memorable digital and real-world experience for its brand.


Thomas Stubbs
Global IT Leader of Digital Marketing, The Coca-Cola Company

Bio Coming Soon.

Marketers must now react to each unique twist and turn of the customer journey. The Dell team adapted by building a digital ecosystem that supports a behaviorally driven, multi-vehicle lead nurturing campaign.

Attend this session and learn how Dell built an “always-on” lead nurturing program. Key elements Corey will cover include how to:

  • Design with the customer journey in mind and match content and vehicles to your company's purchase funnel.
  • Build a content engine that is flexible and scalable.
  • Organize your business rules to derive sophisticated logic.
  • Create organizational alignment and adoption.


Corey Craig
Customer Experience Design & Innovation Lead, Dell

Corey Craig is an experienced marketing technologist focused on driving omni-channel program design for Dell. With over 8 years of marketing experience, Corey couples her knowledge of product line management and branding with her IT acumen to solve business pain-points with effective technology solutions. She works on Dell's Experience Design and Automation team, where she's driving global design for an omni-channel, "always-on" lead nurturing program that they affectionately call "Solutions Nurture." When she is not geeking out on the next best marketing tech she enjoys taking the stage with her Improv troupe.

Call them customer data platforms, marketing intelligence systems, or plain old databases. Whatever the name, systems that make it easier for marketers to assemble and mobilize comprehensive customer interactions are rewriting the rules of marketing technology.

In this session, David will describe the capabilities that distinguish these new systems from past approaches, show how they fit into the larger marketing technology landscape and discuss the implications for marketers. And it's not all cherries and donuts. He'll also discuss what the new systems can't do and the obstacles marketers must overcome to use them effectively.


David Raab
Principal, Raab & Associates

Author of "Guide to Demand Generation Systems"; marketing technology and analysis consultant.

He has consulted with major firms in financial services, health care, telecommunications, publishing, consumer goods, technology and other industries. Mr. Raab has written hundreds of articles on marketing issues and addressed audiences in North America, Europe, Asia and Australia.

Modern creative and marketing agencies are facing a trifecta of thorny issues: an increasingly complex business climate, along with higher client and consumer expectations. Traditional agency models are inadequate, and "above" and "below the line" thinking has stifled many brands and creative teams.

Technologists are emerging as creative collaborators, thought starters and enablers of big ideas. In this session, Fred will explore the role of the creative technologist in large agencies, and how technology platforms, connected devices and carefully chosen partnerships are helping to solve big brand problems. In addition, he'll discuss agile brainstorming and prototyping models being explored and utilized to facilitate efficient, powerful and effective thinking across multi-discipline agency teams and their stakeholders.


Fred Gerantabee
SVP/Director of Creative Technology, Grey Group

Fred Gerantabee is an Emmy-award winning developer, technology executive and author. He serves as the Director of Creative Technology at GREY, where he works closely with creative teams, strategists and marketers to co-create technologically-enabled ideas that support large scale creative brand platforms. He has worked directly with brands such as Canon, Marriott Hotels, TJMaxx and Pantene, garnering Cannes Lion and Webby Awards in 2013 and 2014. Fred has authored several books on web development and tools for O'Reilly, QUE and J Wiley, and is an advocate and proponent of Agile-influenced methodology for creative process and product development.

10:45AM-11:15AM: Coffee Break

With increasingly complex technology, instant communication, social media, and big data coming at us, we live in a time that begs for simplicity to have meaningful discussions, make better decisions and have others be genuinely informed.

At the MIT Media Lab, John demonstrated how design can simplify technology and help make our connections to each other more meaningful. As the 16th president and CEO of the Rhode Island School of Design, he advocated that design can redefine leadership and be a powerful force in helping leaders navigate their competing priorities, agendas and relationships.

In this talk, John shows that in an age where anyone can friend the CEO, leaders need new tools that leverage the power of design and data to make them better informed and more effective communicators.


John Maeda
Design Partner, KPCB / Author, Laws of Simplicity and Redesigning Leadership

John Maeda is a world-renowned artist, graphic designer, computer scientist, and educator whose career reflects his philosophy of humanizing technology. For more than a decade, he has worked to integrate technology, education, and the arts into a 21st-century synthesis of creativity and innovation. In his books and on stage, Maeda champions the necessary role that artists and designers play in the new creative economy.

John Maeda is a leader who imagines how design can simplify technology and help leaders respond to new challenges in the era of social media. His work as a graphic designer, computer scientist, artist and educator earned him the distinction of being named one of the 75 most influential people of the 21st century by Esquire. In 2014, he was named Member, National Council on the Arts by President Obama.

In June 2008, Maeda became president of Rhode Island School of Design, and in late 2012, Business Insider named RISD the #1 design school in the world. At RISD, Maeda lead the movement to transform STEM (Science, Technology, Engineering and Math) to STEAM by adding Art. Called the "Steve Jobs of academia" by Forbes, he believes art and design are poised to transform our economy in the 21st century like science and technology did in the last century. In December 2013, Maeda announced his departure from RISD and new roles as design partner at Kleiner Perkins Caufield & Byers and chairman of eBay’s Design Advisory Board.

Maeda previously served as associate director of research at the MIT Media Lab. He serves on the boards of Sonos, Quirky, and Wieden+Kennedy, and on the Davos World Economic Forum's Global Agenda Council on New Models of Leadership. His books include The Laws of Simplicity, Creative Code, and Redesigning Leadership, which expands on his Twitter feed at @johnmaeda, one of TIME Magazine’s 140 Best Twitter Feeds of 2012. Maeda received the AIGA Medal in 2010 and is in the permanent collection of the Museum of Modern Art.

12:15PM-1:45PM: Lunch & Sponsor Presentations

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Market to An Audience of One

Traditional marketing is broken. The segmentation approach to marketing is just not meeting the needs of today's savvy customers. They expect and demand more personalized and relevant customer engagements. In this session, learn how SAP's marketing organization is successfully connecting and engaging with customers by developing a single marketing platform to gain real-time customer insights, delivering contextually relevant marketing messages, and to understanding performances of all marketing activities to optimally plan to drive customer advocacy and growth.

Speakers: Andreas Starke and Markus Ruebsam

Reimagining Marketing at Microsoft

Learn how Microsoft is transforming it's B2B marketing, how we collaborate and put our technology to work - even over lunch!

Speaker: Jeff Marcoux and Mark Croft, Enterprise Marketers

Technology has changed the way marketing is done today. The features, data and possibilities are endless. But while web technology facilitates new strategies, it does not solve problems alone. It is only one piece of your marketing strategy.

In this session, Chris will discuss how you can pair website optimization technology with practical strategic frameworks to dramatically improve your marketing.

You’ll learn:

  • the two most important marketing optimization questions and the planning frameworks that answer them,
  • the three-point framework to find your most powerful value proposition,
  • and how to use continuous optimization to build a virtuous cycle of insights and an unfair competitive advantage.


Chris Goward
CEO, WiderFunnel

When companies like Google, Electronic Arts, ebay, Magento, DMV.org and BuildDirect.com want great marketing optimization results, they call Chris Goward. Chris founded WiderFunnel with the belief that marketing agencies should prove their value. He is the brain behind the LIFT Model™ and WiderFunnel System™, conversion optimization strategies that consistently lift results for leading companies. He wrote the book, "You Should Test That," which redefined conversion optimization and shows how to create dramatic business improvements. More at http://widerfunnel.com, http://youshouldtestthat.com, @chrisgoward.

In this session, John will explore how the Internet of Things is merging physical and digital user experience ("merged UX") to create a new environment for storytelling. Embedded sensors in devices, objects and locations now permit storytellers and community managers to design for an interconnected world in which everything (not just every screen) is connected to information, communication and services. Personal context of the end user becomes paramount as the design focus.

In the public market, the most well known examples of contextually aware and/or intelligent services are smartphone-centric virtual assistants such as Siri, Google Now, and Cortana. However, virtual assistants are only a small subset of potential contextualized interactive touch points. Location technologies such as Estimote, Gimbal, GeLo, Kontakt are drawing virtual perimeters around physical points to add intelligence and interactivity to daily experiences. Connected cars and intelligent infrastructure bring interactive experiences to transport.

For marketing technologists, a merged UX is both a bonanza and a minefield wrapped in a bow. The ability to capture high granular and valuable data is matched only by how bad it can blow up in your face by crossing the creepy line. If anything, marketing technologists must become as adept at social engineering as technical engineering when social graphs start including objects and places in addition to people. The goal of this talk is to introduce the audience to marketing craft for the Internet of Things and solicit their input and involvement into developing follow-on best practices.


John du Pre Gauntt
Adjunct Professor Principal, University of Washington Media Dojo

John du Pre Gauntt has executed custom research for some of the world's most influential media, technology and professional services brands. Starting as a business editor at The Economist Group, John has been in the vanguard of industry/academic research into the impact of interactive technologies on society, business and public policy. Representative clients include Ericsson, Google, Morgan Stanley, NTT DoCoMo, PricewaterhouseCoopers and Sony. John's analysis of media and marketing has appeared in The Economist, Financial Times, GigaOm, eMarketer and the World Economic Forum. He has presented research on digital publishing, electronic commerce and Internet trade policy at Harvard University, UC Berkeley, Columbia University, and The London School of Economics. Currently, John consults and teaches at the University of Washington, Seattle where he is co-managing a group of communications graduate students pioneering best practices for the Internet of Things. John earned a Master of Science in Information Systems with Distinction from the London School of Economics.

As marketing technology solutions proliferate, it's becoming more difficult to meet the demands of today's connected customers. Herein lies the Marketing Technology Myth: we've been promised integrated marketing clouds and out-of-the-box solutions, but most enterprise organizations aren't connecting this marketing technology to a broader experience strategy. Making it all work takes more than some tech elbow grease, APIs and all-in-one suites. It requires a fundamentally different mindset, new planning frameworks and an outside-in approach to digital experience delivery. In short, a complete reconfiguration of the way we've been planning and delivering digital experience and technology projects over the past decade.

Drawing on his 15+ years of experience running digital teams and projects, Jeff will share insights on how to find and fix these cracks in the digital customer experience and make marketing technology work better for both the business and the customer.


Jeff Cram
Chief Strategy Officer, ISITE Design

Jeff is Chief Strategy Officer and co-founder of ISITE Design, a digital experience agency focused on helping organizations embrace the power of digital and align around the customer. Jeff is also the publisher of the CMS Myth blog, organizes the annual Delight Conference, and speaks nationally on topics including digital strategy, technology and experience design. Jeff resides in Boston, Massachusetts where he passionately roots for his beloved Boston Red Sox.

3:00PM-3:30PM: Coffee Break

In this penultimate fireside chat, Scott will step back with several of the industry's most pioneering CMOs to frame the bigger picture of what marketing technology is enabling: digital transformation of the organization, with marketing leading the way.

We'll discuss the changes this has demanded within the marketing department, from an executive-level perspective on reconfiguring the talents and processes of the marketing team to the reframing of marketing's mission. We'll also tackle the changes this has required with the way marketing interfaces with the rest of the organization. It's much larger than just redefining the intersection between marketing and IT. It's a new kind of relationship between marketing and sales, service, finance, and operations — and extending up into marketing's participation in the C-suite and board-level governance.


Jonathan Martin
CMO, EMC

Jonathan Martin is Chief Marketing Officer at EMC. With revenues of $23.2 billion in 2013 and more than 62,000 employees worldwide, EMC is a global leader in enabling businesses and service providers to transform their operations and deliver IT as a service. Fundamental to this transformation is cloud computing. Through innovative products and services, EMC accelerates the journey to cloud computing, helping IT departments to store, manage, protect and analyze their most valuable asset—information—in a more agile, trusted and cost-efficient way.

Martin was appointed to Chief Marketing Officer in March 2014. He is responsible for the global structure, strategy, and execution of all aspects of EMC's marketing efforts, including all major events and programs. Martin joined EMC as Senior Vice President of Corporate Marketing in March 2011, responsible for building and guiding EMC's global reputation and brand through EMC's web, social, community and mobile presence, paid media efforts, marketing analytics and worldwide corporate events. In his role, Martin’s charter was to make the EMC brand synonymous with IT transformation, big data, and security. He is based at EMC's offices in Santa Clara, California.

Prior to EMC, Martin held executive marketing and product roles at HP, Salesforce.com, PortWise, and VERITAS Software. He holds a Master of Science degree in Computer Science and Bachelor of Science degree in Applied Sciencefrom Staffordshire University in Stoke-on-Trent, United Kingdom. He is also a member of the CMO Council and Forrester’s CMO Group.


Rishi Dave
CMO, Dun & Bradstreet

Rishi Dave is the Chief Marketing Officer of Dun & Bradstreet. In this role, Rishi runs marketing globally including brand, demand generation, digital, communications, PR, AR, operations, channel, events, sales enablement, corporate social responsibility, and product marketing.

Rishi joined Dun & Bradstreet in February 2014 from Dell where he was the Executive Director of Digital Marketing. In this role, Rishi had global responsibility for implementing marketing, lead generation, media, and content strategies for Dell.com, social media, communities, and mobile. He also managed the digital support of Dell's events. Prior, Rishi led Dell's global web analytics strategy and worked on Dell's CEO level strategy as part of Dell's Corporate Strategy group.

Rishi has spent his career in the technology industry with marketing, business development, and consulting roles at Dell, Rivio, Inc., Trilogy Software and Bain & Company.

Rishi holds degrees in Chemical Engineering and Economics with Honors from Stanford University and an MBA in Marketing from the Wharton School, University of Pennsylvania

In this closing fireside chat, Scott will engage with four of the leading venture capitalists in marketing technology. The topic on the table: the present and future state of MarTech through the lens of the $22 billion investment engine powering the re-making of marketing through digital technology.


Neeraj Agrawal
General Partner, Battery Ventures

Neeraj Agrawal joined Battery in 2000 and invests in SaaS/Internet companies across all stages. He was a founding investor in BladeLogic in 2001 (NASDAQ: BLOG, acquired by BMC). In addition to BladeLogic, Neeraj has invested in several other companies that have gone on to stage IPOs, including Bazaarvoice (NASDAQ: BV); Guidewire Software (NYSE: GWRE); Marketo (NASDAQ: MKTO); Omniture (NASDAQ: OMTR, acquired by Adobe); RealPage (NASDAQ: RP); and Wayfair (NYSE: W). He has also invested in several Battery companies that have experienced successful M&A events, such as APlaceForMom (acquired by Warburg Pincus), Consona (acquired by Vista Equity Partners), Internet Brands (acquired by Hellman & Friedman) and VSS Monitoring (acquired by Danaher). Neeraj played a key role in several other Battery investments including Groupon (NASDAQ: GRPN), ITA Software (acquired by Google) and Sabre (NASDAQ: SABR).

His current private investments include AppDynamics, Brightree, Catchpoint, Chef, Coupa, Glassdoor.com, Nutanix, Optimizely, SmarterRemarketer, Sprinklr, StellaService, Tealium and Yesware.

For the last four consecutive years, Neeraj has been recognized on the Forbes Midas List, which ranks the top 100 venture capitalists in the world. Prior to Battery, Neeraj worked as a product manager at Real Networks and an operating executive at SkyTV. Neeraj holds a BS in Computer Science from Cornell and an MBA from the Harvard Business School.

Follow Neeraj on Twitter @NeerajVC.


Ashu Garg
General Partner, Foundation Capital

Ashu Garg serves on the board of directors of AdRise, Conviva, FundsIndia.com, IndiaHomes.com, Localytics, Spotzot and TreeHouse – and served on the board of Aggregate Knowledge until it was acquired by Neustar in late 2013. He has also led seed investments in Robin Systems, HotHouse Labs, Shopular, and BaySensors. He has personally invested in Reflektion, DataBricks, Jhana Education and Vienova Education.

In 2010, a company that specialized in analytics wanted to get into the media buying platform business. Garg helped them reach the growing number of brands that were migrating their television advertising to the web. TubeMogul soon became the leading video advertising platform for brand advertisers and went public in 2014.

Before joining Foundation Capital in 2008, Garg was General Manager of Microsoft's On-Line Services, where he led the display advertising business. Previously, Garg worked at McKinsey & Company with early- and growth-stage companies in digital media, software and consumer services. He set up Unilever’s Nepal operations and established a values-based pre-sales organization at Cadance Design Systems while leading its overall strategic planning efforts.


Brian Andersen
Partner, LUMA Partners

Brian Andersen is a Partner at LUMA Partners, a strategic advisory firm focused at the intersection of media and technology. Brian is a seasoned strategy, corporate development and mergers and acquisitions executive and anchors LUMA's west coast presence from its Palo Alto office. With a decade on the "buy-side" of acquisitions, Brian has extensive experience setting strategy, executing acquisitions and successfully integrating acquired companies. Prior to LUMA, Brian was Vice President, Corporate Development for Omniture, the leading web analytics and web optimization company, responsible for all mergers and acquisition activities (acquired by Adobe). Prior to Omniture, Brian was Vice President, Corporate Development at Interwoven, a leader in web content management and document management (acquired by Autonomy). Before Interwoven, he was a member of the executive staff at Phoenix Technologies, where he was responsible for corporate development, government affairs and special projects for the CEO. Brian was also formerly with Robertson Stephens, a technology-focused investment bank, in its mergers and acquisitions group. Brian received a Bachelors of Science degree in mechanical engineering from UC Davis and an MBA from the Anderson School at UCLA. He resides with his wife, two sons and daughter in Palo Alto.


Ajay Agarwal
Managing Director, Bain Capital Ventures

Ajay leads the Bay Area office of Bain Capital Ventures and focuses on early-stage software investing. Prior to Bain Capital Ventures, Ajay was head of sales and marketing at Trilogy where he grew annual revenues to $300 million. Prior to Trilogy, Ajay was a consultant with the Los Angeles office of McKinsey & Company.

Ajay's investment themes at Bain Capital Ventures include commerce enablement, the revolution of the sales and marketing functions, and the use of big-data and machine learning to transform business applications. Ajay's passion is working with early-stage founders on team-building, culture, iteration of product market fit, and scaling the early go-to-market operations. In 2012 and 2013, Ajay was named to the Forbes Midas list of Tech's Top 100 Investors.

Ajay has a BS in electrical engineering from Stanford University and an MBA from the Harvard Business School. Ajay also holds a patent for the "Method and Apparatus of Configuration Solutions." In addition to his firm and portfolio company responsibilities, Ajay serves as the National Board Chair for BUILD, a not-for-profit dedicated to helping underprivileged high school students attend college.

Ajay grew up in Pittsburgh, Pennsylvania and is a die-hard Steelers fan.

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