Learn to harness the power of martech to deploy great customer experiences
Adopting a “customer-first” approach is what the “Customer Journey and Digital Experiences” track at MarTech is all about. Easy to say, hard to do.
Customer experiences need to be personal, deliver on your brand promise, and maintain consistency across devices and functions. Getting there means deploying powerful marketing technologies and having the organizational talent and mindset to pull it off.
Attend MarTech and you’ll hear from leading analysts, consultants and brand practitioners discuss frameworks for technology-powered customer experiences and the interplay of psychology and technology.
Expert MarTech Speakers
Brands That Attend MarTech
Don’t miss these insightful sessions and keynotes:
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Keynotes: The State of Marketing Technology, Mapping the Boundaries Between Marketing Art & Science and Secrets to a Great Partnership Between a CMO and a Head of Martech
Scott will provide an overview of the major trends at the intersection of marketing, technology, and management for 2017. What practices are the leading companies adopting? How is the competitive martech landscape vendors evoloving? What emerging technologies are shaping the future of marketing in a world of "digital everything?"
Scott will frame the topics that will be covered more deeply throughout the rest of the conference, and then invite several special keynote guests on stage to share their perspectives and experiences.
The "art and science of marketing" has become a popular meme at the collision of data-centric digital experimentation (science) and human-centric creativity (art) in modern marketing. But where exactly are the boundaries between these two complementary yet opposed worldviews? How is technology shifting lines between them? And most importantly, how can marketers and marketing technologists harness the tension between this marketing yin-and-yang to achieve maximum impact on their brands?
In this presentation and fireside chat Mayur and Scott will examine:
- where creativity sits in the scientific method when applied to marketing,
- the black and white - and fascinating gray middle - of attribution and ROI in modern marketing,
- governing algorithmic marketing with human sensibilities,
- building divers, multi-disciplinary teams that thrive with the creative abrasion between marketing art & science.
In this fireside chat, Scott will interview Meagen and Ryan about the way they've optimized the dynamics between a CMO and a head of marketing technology.
- How does CMO-level strategy get mapped into marketing technology capabilities?
- How does the discovery of new marketing technologies and tactics influence strategy back up to the C-suite?
- How do marketing technology capabilities get successfully adopted by other teams within the marketing department?
- How is collaboration with other departments, such as IT and sales, managed at these two levels?
Keynotes: Adopting a Marketing Mindset for the Modern Digital World; Graduating as a Chief Marketing Technologist; and When the Customer Becomes the First Party
Tom Fishburne, Marketoonist: Adopting a Marketing Mindset for the Modern Digital World
There has never been a more exciting time to work in marketing. With each new wave of technology, marketers can connect with their audiences more directly and deeply than ever. Not only are there technology waves, but brands must also recognize that they no longer own the customer journey and that everyone in an organization, no matter their job description, works in marketing.
But organizations haven't quite kept pace with the massive shifts. Many marketers adopt new tools while still following a Mad Men-era playbook. These are the awkward adolescent years of digital marketing. Technology can't save boring marketing, but it can amplify remarkable marketing.
This talk will frame the right marketing mindset needed to take advantage of the modern digital world.
Sheldon Monteiro, SapientRazorfish: Graduating as a Chief Marketing Technologist
SapientRazorfish has pioneered a global program - CMTO University - combining elements of a corporate leadership development program with the rigor, challenge and learning of an executive MBA. Every year, they select 20 of their best and brightest technologists from around the globe for a year of intense training in business, marketing technology and influence skills. The CMTOu ambition is to grow change agents for marketing and digital transformation - professionals who transform business with worldview that while disruption may be inevitable + being stopped or slowed is not.
As part of their final project, each student researches an innovation in marketing technology, develops a unique point of view on its application, and presents their ideas to their peers, company executives and select clients of the firm.
In this intense keynote segment, Sheldon will introduce three of the top graduates from the CMTOu program as they each present 5-minute "lighting talk" versions of their research topics. You be the judge: how effectively do they explain their ideas to you?
Alex Toledo, SapientRazorfish: Creating Enterprise Virtual Assistants that Really Engage
Get ready to change how you engage with your customers. Chatbots can delight your customers, but first you must break down barriers within your organizations.
Alison Walden, SapientRazorfish: Maximizing Content's Impact in an Omni-platform World
Having trouble keeping up with content demands in an omni-platform world? Start with structured content first and let MarTech generate the content that you actually need.
Scott Petry, SapientRazorfish: Unleashing AI on Customer Data
Let a machine get to know your customers.
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Doc Searls, Author: When the Customer Becomes the First Party
The time is coming when customers have the upper hand, and companies agree to their terms rather than the other way around. Doc Searls, author of "The Intention Economy: When Customers Take Charge," a will explain how improving customer independence and power will improve marketing in the process.
AdTech & Social
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How to Align Your Marketing Automation with Social Ads
Grabbing a prospect's attention in B2B is difficult. Email inboxes are always flooded with higher priority content, and prospects don't typically think about their work needs outside of work. So how do you get your messaging in front of the right people at the right time outside of email? Social ads are making this easier to do.
With sophisticated targeting options on social platforms, you can reach people by their email address. When dayparting your ads during business hours, you have another automated way to reach your target audience at the right time. In addition to email address targeting, you can additionally layer on the social ad targeting like interests, income level, job title, and company exclusions, to further refine the list and tailor hyper-specific messaging throughout the lifecycle.
In this session, Sahil and Amanda will reveal real use cases examples of how to marry your CRM data (first-party data) with targeted ads to connect with those same people on social platforms like Facebook, Twitter, and LinkedIn. Delivering personalized individual-level advertising that can done with CRM data and existing marketing automation campaigns.
Intelligent Bidding Using Non-SEM Sources
There are many tools available directly within ad platforms that help advertisers determine bids. But there's a wealth of conversion data from other marketing channels (email, display, affiliates, etc.) that can also be used to increase revenue and save costs in SEM campaigns.
In this session, Pravin will describe how Groupon created a bid modifier based on data from non-SEM sources that improved campaign performance and helped identify high-performing items quickly... even before they demonstrated significant performance in search results.
Orchestrating an ABM Campaign with Advertising, Content & Direct Mail
Account-based marketing (ABM) is more than just a buzzword; it's a proven strategy for growing revenue for B2B organizations.
In this session, Sangram will provide an overview of the ABM framework before turning the stage over to Terminus "ABM Superhero" Nate Hurst, Manager of Account-Based Marketing at Domo. Nate will share his story about how in just a few months, Domo spun up an ABM program and got the sales team's buy-in on the new process.
Nate will also detail the "Wake Up With Domo" campaign. Domo's customers for their BI platform were saying things like: "Domo is the first thing I do in the morning...", "It's like my morning coffee...", and "A perfect way to start the day..." so from there they developed the "Wake Up With Domo" campaign theme. He'll share how Domo developed a comprehensive ABM campaign which included direct mail, content, and advertising to target a best-fit set of accounts, plus the results from these ABM activities.
Implementing an ABM Strategy
WhiteHat is on a mission to improve sales and marketing alignment. The company is changing its marketing practices and implementing a full stack to support an account-based marketing strategy.
In this session you'll learn how WhiteHat:
- started the journey by segmenting accounts into tiers
- selected and implemented a marketing stack
- augmented Marketo with predictive analytics and data-driven account segmentation
The Convergence of Adtech & Martech Within Enterprise Platforms
Marketing is undergoing a period of incredible change. Businesses are transforming around digital to engage mobile and digital-savvy customers. This is an opportunity and a challenge to all businesses to better understand their customers, and to meet those customers where they spend their time.
In this session, Katie, Louis and Liam will discuss where Facebook and Salesforce see the opportunities for brands to use martech, adtech, CRM and social media to drive success. It will cover:
- how marketers can use first-party CRM data to target lookalike customers on Facebook
- how using Facebook Lead Ads efficiently generates leads that are automatically populated into marketing automation systems or CRMs
- how to bridge the gap between digital and physical -- online attribution is easy, while offline attribution remains elusive
- how to use Facebook Messenger as a customer engagement channel within martech platforms and alongside other channels such as email
Pinterest and the Marketing Technology Ecosystem: Connecting the Dots From Inspiration to Purchase
Leveraging new platforms is always challenging for marketers. With organic reach on social platforms declining, it's crucial that you understand the total investment needed to succeed when expanding your social media efforts. Your goal ulimately is to find opportunities to connect with an engaged and intent-laden audience that leads to real business results.
In this session, Michael will discuss how Pinterest created a technology partner ecosystem that allows marketers to scale and succeed on the platform. He'll explore how marketers can connect with the right audiences and customers and how technology partners are fueling these relationships.
- what it means to inspire consumers to action
- how emerging platforms fit into the marketing technology ecosystem
- how to use Pinterest effectively to create a successful marketing strategy
Taming the Social Media Beast: How Spotify Delivers Amazing Experiences to Millions of Customers
Integrating social + digital components into your marketing tech stack is no mean feat. Touchpoints are endlessly proliferating, the scale can be immense, myriad technologies need to integrate with each other, and ROI on social initiatives is still largely unproven. But one thing's for sure - customers expect to be served on their channel of choice, and brands who don't get on board will be left behind.
In this session, Katy will outline challenges brands face in operationalizing their digital efforts, and Chug will discuss how Spotify formed an integrated system of social media tools that greatly increased efficiency and enabled them to provide awesome digital customer experiences to fans across the globe.
Attendees will come away with:
- A blueprint for how to integrate social across your business
- Tactics for operationalizing social-enabled digital transformation
- Data that will help you make the case for social transformation within your organization
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Personalization at Scale: It's Possible Today
Realizing the benefits of personalization at scale remains elusive. While certain channels and campaigns contain elements of personalization, most marketers find capturing the bigger opportunity difficult. Personalization is here today, but it often requires integration of platforms, a bespoke customer data platform and a dash of data science to supercharge decision-making.
But technology is just part of the solution.
Re-imagined processes, new roles and functions, and deploying agile marketing at industrial scale are all part of the successful formula. Jason will discuss what it really takes for marketing organizations to deploy personalization at scale that drives real growth. He'll address the operational realities of the technology and how to mobilize the organization to seize the opportunity.
Redefining Personalization From Product Inception Through Customer Marketing
Today's marketers are abuzz with the promise of personas and what "knowing your customer" really means. However, few are leveraging the full potential of personas and the capabilities of technology platforms that will support that promise throughout the lifecycle - from product ideation through customer marketing and adoption
Amy will focus on how to incorporate personas throughout your business strategy to allow for truly relevant products and marketing that will meet your user's needs and deliver great results for your company. She will dive into both the technology and strategy behind the process of:
- identifying your personas
- incorporating personas across the product lifecycle from ideation to in-market adoption
- cross-team persona use for deeper understanding
- marketing to the personas with enabling technologies
- measuring the program to optimize and grow
CX Appeal: Technology to Keep Your Customers Coming Back for More
Customer experience is simply unmanageable at most large companies. Traditional approaches to organizational design and technology deployment based on big corporate functions such as marketing, sales, fulfillment, services, contact center or 'fill in the blank' result in an inherently fragmented customer experience. Marketing doesn't know how finance interacts with customers; services doesn't know what sales has said. Customers have to retell their stories as they move through these different points of contact. Even worse, they have to suffer the indignity of getting happy email blasts right after they lodge a complaint or return a product or quibble over their bill.
While frameworks abound, one new approach to systems design is called Customer Experience Orchestration Services (CX-OS). Based on open APIs and microservices, CX-OS makes it easy for companies to run customer experience as a well-coordinated, cross-departmental process.
CX-OS connects all interactions with underlying processes that companies use to communicate with customers. Orchestration services increase transparency and reduce latency across the enterprise by managing workflows, decisions, events, data, processes, audiences, customer IDs, security, etc. Brands that are able to deploy a CX-OS approach will reap the rewards of deploying a truly customer-focused experience.
Gerry will describe how leading adopters are starting to rethink marketing infrastructure, providing examples of tools, functionality and use cases.
The Future of Customer Experiences and Emerging Technology: Moving from Silos to Connected Ecosystems
Advances in emerging martech have caught the attention of marketers as many rush to better connect their brand with their customers. Too often, however, marketers pursue these new technologies as channels or silos rather than as part of their overall portfolio. Moreover, they do "old things in new ways." They take known tactics and try to jam them into these new channels rather than thinking about what novel things they can do with these cutting-edge technologies.
Consumers have been taught to download apps to get access to specific services like maps, email or music and have been trained to use one app to order pizza, another to buy wine and yet another to book travel. Sometimes they even access separate apps for hotel and air travel.
These services must move from siloed app experiences towards blended, connected ecosystems to provide customers with a consistent and reliable way of connecting with brands. As brands make the transition away from siloed experiences, they will be able to deploy AI-driven solutions that understand user behavior and discern enough to interpret needs and make decisions on their behalf.
Julie will provide examples of where these technologies are headed and how marketers can expect consumers to react in 2017 and beyond.
Beyond CRO Basics: How to Use Psychological Principles to Improve Your Customer Experience & Increase Conversions
Marketers have an endless supply of data about their audience's every action and reaction. But behind those numbers and algorithms are human beings who are consciously making decisions driven by personal motivations and predispositions.
By incorporating psychological and behavioral principles into your optimization strategy, your test results can reveal insights on exactly which content, design and positioning gets into users' heads and motivates them to convert, allowing you to leverage those learnings to increase sales.
In this session, Chris and Harper will explain how Heifer, a nonprofit that relies heavily on donations, is taking their optimization program to the next level by using psychological principles to influence donors to give. You'll learn:
- How to determine what to test once you've picked off the low-hanging fruit
- How to create experiments that will reveal impactful insights about your customers' motivations
- How to tap into your customers' emotions to motivate them to buy
Using Data Science to Personalize Experiences Across Channels
Like many digital marketing teams, The Economist has a goal to convert anonymous website traffic into customers and retain the fans they already have. And like many digital marketers, the globally recognized media company has chosen to employ personalized marketing techniques -- on its site, in online ads, and in email -- to accomplish its conversion and retention goals. Until recently, The Economist found deploying personalization challenging because there wasn't a centralized hub for their customer data collected across marketing channels.
As part of its personalization efforts, The Economist chose a customer data platform (CDP) and adopted a hub-and-spoke model for integrating its marketing-technology stack. The Economist builds profiles of their customers by integrating behavioral data (from website visits, email engagement, and more), and then applies data science to the task of determining what messaging resonates with each customer. In addition, The Economist is using machine learning to determine customers' and prospects' engagement levels in order to focus their efforts on those people who matter most at any given moment.
Steve, The Economist's head of marketing technology and operations, will discuss the personalization challenges unique to the media company's business, the technologies they chose to help, and results thus far.
Ubernomics: Fault Lines in the Economy of Now
In the economy of now, digital has driven profound change in the way we live our lives. The experiences we have with the best businesses heighten our expectations of our other experiences.
Yet even at the most successful companies, fault lines between brand promise and what the consumer actually feels, between the customer and employee experience, or between global commerce and corporate citizenship, are plain to see. According to Gartner, 89 percent of companies expect to compete on the basis of customer experience. Yet in a survey of our very own MarTech conference San Francisco audience last year, just one in 10 marketing technologists reported that their organization was structured to deliver a seamless customer experience across all touch points.
Martech leaders - sitting in their pivotal roles at the intersection of Customer Experience, Marketing and Technology - must pursue the transformation of their organizations and change them profoundly. This critical pivot is about more than the hottest technology or even staying in front of the competition; it is the reimagining of business, its purpose and impact on the world and people's interconnected lives.
In this session, Sheldon will discuss the challenge for martech leaders as transformation agents, how to facilitate a purpose to galvanize the organization for aligned change, and the capabilities needed to absorb and embrace change.
The Future of Conversational UI
Fueled by the growth of messaging apps, conversational interfaces are quickly becoming an essential component of every service and product. This development means we need to rethink human-computer interaction paradigms and evolve them to address an unprecedented variety of form factors and input methods. Come hear Google talk about how we approach the emerging UX challenges in its conversational agent platform, the opportunities in this space as well as the future of conversation agents.
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A Legendary Approach: Disrupting Hollywood with Paradigms and Analytics
Hollywood isn't just about glamour and glitz. For blockbuster releases like "Godzilla," "Warcraft," "Jurassic World," "The Hangover" and "Kong: Skull Island," Legendary Entertainment turned to data and analytics to ensure maximum return on every marketing dollar it spends.
In this session, Matt will describe how to:
- build a data-driven organization that drives results
- apply analytics to inform decisions like which movies to make, which actors to cast and when to release the final product
- face the operational challenges of connecting disparate data sources in a way that is actionable
Marketing with Data During the Digital Revolution
Marketing is under siege by the digital revolution. Data is generated at a pace exceeding Moore's Law, and its complexity is increasing. Consumers now expect personalized, one-to-one interactions across their devices throughout their purchase journey. Board members look to the CMO and her department to harness the potential of data before the competition does.
In this session, Katrin and Glenn will cover how EAs uses first-party data effectively and why their "player first" initiative was critical to the organization. They'll also dive into data federation and identity mapping challenges.
Tales from the Trenches: Data Disasters and How to Avoid Them
It's a tale of analytics challenges and data disasters - one that many digital marketing practitioners have had to face and often have had to solve for their clients.
This session is a tactical exposé of the many analytics terrors Michele and her clients have dealt with and how she resolved them using features of Google Analytics and Adobe Analytics. Michele will also share preventative measures and best practices in data governance to keep those disasters at bay.
7 KPIs That Every Business Should be Reporting on, Analyzing and Forecasting
B2B companies measure the number of leads, opptunities, pipeline value and revenue, while B2C companies measure website visits, online purchases and revenue. But those old-school measures are inadequate for today's business decision-makers.
In this session, Justin will describe seven modern KPIs that inform business decisions, including "marketing contribution to pipeline" and "expected lifetime value of a first-time visitor."
The Meaning and Impact of Emerging Data Protection Regulations
As world leaders focus on protecting and securing digital borders, individuals are also better understanding their rights and exerting those rights to protect their personal data.
In this session, Jake will explain how personal data protection regulations are evolving and their impact on marketers with global reach. He will focus on the marketing technology stack requirements to be in compliance with the most pressing changes. You'll leave this session with:
- detailed information about regulations already passed in the EU which impact US companies
- a primer on similar regulatory efforts in the US
- a practical guide to next steps
The Identity Resolution Imperative: Building the Foundation for Marketing in a Post-Digital World
Marketing has always been about knowing the customer. And knowing the customer means being able to identify them. The ability to accurately identify a customer is the most basic assumption made at every step of the marketing process - whether it is deliberately considered or not - making accurate identity resolution the literal foundation for all marketing activities.
As customer experiences become more complex and span multiple interactions, channels and devices, identity resolution will make or break brands' ability to harness customer insights and orchestrate marketing programs. Developing a robust identity resolution strategy requires organizations to carefully develop unified processes, technology and data assets to build, scale and manage customer identities and profiles and connect them to analytics and engagement systems. As one of the few truly unique assets corporations own, the customer identity graph will become the basis for monetizing customer relationships and building sustainable competitive advantages.
This presentation will discuss:
- the future of marketing in customers' context and moments
- the evolving importance of identity resolution as a strategic imperative
- the current and emerging applications of identity resolution
- a framework that brands can follow as they develop their own identity resolution strategies
Singing the Customer Data Platform Blues
Nearly all marketers see the need for a unified customer view, but few have created one. Is the problem lack of time, money, technology, priorities or something else?
In this session David looks at the complexities of creating a unified view, the stages of building one, alternative strategies for moving forward and technologies available to smooth the path.
Key takeaways include:
- functions required to create a unified customer view
- how unified customer data relates to the overall marketing architecture
- finding the right balance between shared systems and ppoint solutions
- realistic timelines and budgets for creating a unified customer database
- what data to store centrally and what to read from source systems on demand
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Martech Transformation: From Aspiration to Roadmap
Digital transformation increasingly occupies the attention of MarTech decision-makers, but many enterprises still struggle to convert aspirations into workable roadmaps. Led by an independent industry analyst, this rapid-fire session will offer a framework and examples about how to refine your priorities and convert them into actionable plans.
Key audience take-aways:
- How to self-assess your current environment
- How to prioritize your technology investments based on customer needs
- How to avoid key mistakes that can dampen your velocity
Designing Customer Experiences by Leveraging Data and Analytics
Building compelling digital experiences is the challenge for marketers. By managing an ever-expanding collection of channels, customer interfaces and technologies - not to mention mountains of data - the marketers who can successfully leverage all their data to create unique and tailored experiences will come out on top.
As marketers build out this sophisticated and complex capability, we need to ensure we are meeting customer and business needs. We also need to always be thinking about how to build customer experiences based on the data we have and evolve the experience as we collect more data and learn more about our own customer needs.
In this session, you'll learn how AARP Services built out their martech platform with the connected customer vision in mind and how they design digital experiences on web, mobile, e-mail and social.
Key takeaways include:
- How to use find insights in your data to help you design customer experiences.
- How to set up clear measurement plans to manage the entire customer journey.
- How to structure your team to move fast and iterate quickly (what we call "iterative learning").
Sprint's Pre-Paid Digital Transformation: Using Machine Learning & Multi-Armed Bandit Experimentation to Optimize Every Interaction Across the Customer Journey
It has become critical for brands to manage every interaction across the customer journey. Missing even one critical interaction can lead to lost sales, market share or unhappy customers. But designing and implementing a digital transformation requires more than just having a plan - you'll need a great team, incredible partners and a singular focus on execution.
Modeling success stories and blueprints from martech giants Amazon, Uber and Netflix, Sprint Prepaid used a hybrid approach that helped them reduce churn and grow overall customer lifetime value.
In this session, you'll hear Angela and Olly discuss how you can use machine learning and multi-variate experimentation to enable your marketing teams to achieve results that are not humanly possible!
The Connected Marketer: A Unifying Approach for Understanding & Managing Digital Transformation
People are connected, your marketing should be too. As we enter the era of the connected individual, new opportunities and challenges are presenting themselves. In the age of the connected individual, the success of your brand will be determined by your ability to combine physical, digital, sensorial and emotional experiences and the interaction your target audience has through those experiences. The channels to reach, engage and serve people are changing, as are their expectations.
You and your company must learn to master four primary tasks, four-human dimensions and seven layers of connectivity, if you are to thrive. In this session Michael Becker will share what it takes to be a Connected Marketer and serve the individual.
In this session you'll learn:
- The need to switch from chasing consumers to serving the "connected individual" and what this means to your marketing
- Insights and evidence of 10 trends that will influence marketing and business over the next decade
- Insights in to what digital transformation really means and how to use it to ride the trends, rather than being drowned by them
- How to integrate The Connected Marketer Approach into your thinking and marketing
From Separate Silos to End-to-End Collaborators: How Martech Bridged the Sales-Marketing Gap for SAP
How can enterprise-level marketing departments test new strategies while still ensuring that marketing and sales efforts are aligned?
Vance will discuss how SAP strategically leveraged its martech stack to get marketing and sales on the same page. They used predictive analytics to gain a new perspective into buyer activity, and they provided visibility of customer and prospect adoption to the sales teams. The result bridged a longstanding communication gap and primed the teams to elevate their tactics and target not only active leads, but also leads with a more latent need for SAP solutions. This moved the conversation from separate silos toward end-to-end marketing and sales collaboration.
James will detail how Market Resource Partners (MRP) navigated the same turbulence on a smaller scale and applied the same predictive technology to its sales efforts. He also will discuss how the learnings from this experience have given MRP the ability to help its clients reach sales-marketing alignment.
How Artificial Intelligence is Transforming Customer Acquisition
Falon and Joseph will present how BlueJeans Network leveraged Node.io's account-based intelligence platform to identify and prioritize execution against their total addressable market. This has allowed BlueJeans Network to develop core sales plays that they have organized and aligned marketing, sales, and product resources around to drive more revenue, faster.
- How to identify and segment your total addressable market using account-based intelligence
- Best practices for defining your ideal customer profiles by segment and using them to prioritize marketing and sales execution
- How to drive powerful alignment across marketing and sales through leveraging core sales plays that most efficiently drive effective market execution
How Microsoft is Driving Stronger Customer Experience and Business Results Through a Highly-Scaled Martech Ecosystem and Tight Integration of Marketing to Sales
Customers now determine their own path to purchase. It's your job as a marketer to understand how to deliver those experiences in an efficient and integrated manner. Microsoft is no exception and needed to develop new strategy in order to integrate those customer experiences from marketing through sales.
In this session, you'll get an inside look at how Microsoft enabled tracking, targeting, and personalization of content as customers move between multiple product marketing programs, progressing as high quality leads to inside sales, field sales, or partners.
The Rise of Conversational AI - A Marketer's Guide to Chatbots
The talk has been all about conversational AI - or chatbots - for the past year.
Does conversational AI really work, and how pervasive will it be? What are the potential use cases? And what will the impact on martech be?
In this session, you'll get a look at the future of marketing in an AI-driven world.
Marketing Tech's Next Game Changer: Bot-to-Bot Marketing
No doubt about it, bots are coming. Today's first-generation business chatbots are just the beginning. In the very near future, bots are going to be personal assistants. And they'll coexist with AI-powered software agents that represent businesses.
In this session, Adam will imagine a future where a personal bot - motivated completely by logic and unswayed by emotion - can synthesize and analyze all the information in the world in seconds. When machines with machine logic are empowered to make purchase decisions, how then do brands build loyalty? Does brand loyalty matter? Adam will provide insights into preparing for this game-changing, bot-driven world, including:
- How bot-to-bot marketing may become the loyalty platform of the future.
- What marketers and developers should be considering today.
- How the technology has the potential to impact the way marketers reach consumers.
View the complete agenda here.
Attend any of our eight featured topics at MarTech. You’ll choose from the more than 60 sessions on Adtech, Data & Analytics, Digital Transformation, Martech Leadership, Operations, Technology and Emerging Martech.