OCTOBER 2-4, 2017 | HYNES CONVENTION CENTER | BOSTON, MA

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Calendar

Monday, October 2

5:15PM - 7:15PM

Opening Night Reception & Expo Hall Opening

Sponsored by:

Calendar

Full Conference Agenda - Tuesday, October 3rd

7:00 AM-9:00 AM

Breakfast/Registration

8:15 AM-8:45 AM

Breakfast Keynote

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    Solutions

Presented by:

Overview

TBA

9:00 AM-10:30 AM

Keynote: Thriving in a World of Rapidly Changing Marketing Technology; Marketing-Led Digital Transformation, Inside & Out; Reimagining Marketing's Golden Triangle: People, Process & Technology

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    General

Overview

In this fireside chat, Rishi and Scott discuss the transformation underway in B2B marketing and how "consumerization" of the business buyer's journey parallels the digital dynamics in consumer marketing. Rishi will describe how Dun & Bradstreet has rearchitected its marketing department's Golden Triangle -- people, process, and technology -- to thrive in this new environment. You'll learn how D&B approaches its marketing stack (and the data flow that underlies it) and how its organization is structured and operates with ever-evolving tech-enabled capabilities.

Speakers

Scott Brinker

Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec

David Edelman

Chief Marketing Officer, Aetna, @davidedelman

Rishi Dave

CMO, Dun & Bradstreet

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec

10:30 AM-11:15 AM

Refreshments and Expo Hall Open

11:15 AM-12:00 PM

Build Customer Conversations (NOT Impressions): A Keurig Green Mountain Digital Success Story

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    Marketing

Overview

Martech enables new brand experiences for customers. But to really matter, marketers need to foster authentic conversations built around the consumer and not the brand.

In this session, Ryan discusses customer engagement from pre- to post-purchase, using contextual email and real-time engagement on Keurig Green Mountain's website and beyond.

You will learn:
- the keys to success: connecting data, leveraging analytics to generate insights and orchestrating channels and offers to maximize brand experiences.
- three pillars of real-time marketing opportunities.
- how Keurig Green Mountain addresses real-time marketing challenges with the help of modern marketing technology from a variety of vendors.

Speakers

Ryan Scott

VP Digital Operations & Innovation, Keurig Green Mountain

Moderator

Anand Thaker
CEO & Founder, IntelliPhi, @anandthaker

Self-Driving Campaigns: What's Real vs. Hype vs. Next

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    Technology

Overview

Artificial intelligence is already everywhere and shows up in new places daily. It's just a matter of time before it finds your audience, writes your copy, designs your campaign, analyzes the results and books a DJ for the victory party, right?

Not so fast. This session take a hard look at who's involved in AI-driven campaigns, the challenges of executing those tasks, what's actually being done today and what might be done tomorrow. You'll come away understanding how to factor AI into your own technology plans and avoid dead-ends.

You'll learn:
- tasks current AI does well and tasks that are still best left to humans.
- the conditions you need for AI to thrive at your company.
- how to ensure different AI systems work together.
- what happens when your bot calls their bot, and who pays for lunch.

Speakers

David Raab

Principal, Raab & Associates

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

How a $1B Startup Runs Marketing to Lead Digital Transformation

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    Management

Overview

To succeed in a martech-powered world, your organization, teams and technology all need to be aligned. This is even more true for a $1B startup multinational conglomerate like GE Digital.

In this session, Neenu will share her journey orchestrating the right mix of marketing technology, processes and operations to scale a nascent business unit from day one to enable it to reach aggressive revenue targets. She will also share how her global team overcame siloed, disconnected marketing data to gain control, visibility and efficiency.

You'll get a look at the empirical research you can use to understand how high-growth organizations run their marketing teams. Attend this session and learn:
- strategies to building a martech stack from scratch and deliver value from day one.
- the importance of demonstrating time-to-value when making any marketing investment.
- how to align with finance to build trust and support through strong growth.

Speakers

Neenu Sharma

VP of Marketing Strategy & Operations, GE Digital

Sam Melnick

VP, Marketing, Allocadia, @SamMelnick

Moderator

Erica Seidel
CEO, The Connective Good, @erica_seidel

The One Metric That Identifies Qualified Buyers (No, It's Not Clicks Or Form Fills)

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    Solutions

Presented by:

Overview

Do you ever feel like the metrics you have relied on since the dawn of marketing automation and "digital body language" just don't work as well as you thought? When it comes to identifying your most engaged and sales-ready prospects, there's only one metric that matters: consumption. Did they consume your marketing...or did they simply click on it? To your marketing automation platform, all of those clicks and downloads look the same, making it impossible to zero in on true buyer intent.

Being able to identify real content consumption so you can act on your most qualified buyers (and keep nurturing the ones that aren't) dramatically transforms your funnel. The new truth in B2B marketing is that only buyers who have consumed your marketing are truly qualified. Learn why they convert faster, at a higher rate, and at a higher value than the leads you pass today, and see how B2B marketers at companies like ADP, Rockwell Automation and Nimble Storage are using content consumption to drive better outcomes.

Speakers

Elle Woulfe

Vice President of Marketing, LookBookHQ

Noon-1:30 PM

Lunch and Expo Hall

12:15 PM-1:00 PM
12:30 PM-1:15 PM
1:30 PM-2:15 PM

How Staples Used Martech to Transform Marketing and the Enterprise

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    Marketing

Overview

In late 2016, Staples created a task force to develop a plan to drive digital transformation. Frank's team was tasked with creating a plan and executing an innovative martech roadmap.

In this session, Frank and Mark will explain how Staples addressed challenges such as
- role reversal between marketing and IT.
- using martech to enhance and connect the customer journey.
- establishing an entirely new discipline under the martech banner.

They will share how and why a martech leader became part of the CMO Senior Leadership Team, how to explain what martech is and its value to the rest of the org, and how a CMO with more than 40 years of experience was able to embrace and pivot toward martech.

They'll wrap up with a sneak peek into what's next at Staples.

Speakers

Mark Pickett

Sr. Director, Customer Analytics, Data Science and BI, Staples

Frank Bifulco

EVP & CMO, Staples, Inc.

Moderator

Jeffrey Eckman
CEO, Blue Green Brands, BGC, @bluegreenbrands

The Right Way to Select Marketing Technology

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    Technology

Overview

Artificial intelligence is already everywhere and shows up in new places daily. It's just a matter of time before it finds your audience, writes your copy, designs your campaign, analyzes the results and books a DJ for the victory party, right?

Not so fast. This session takes a hard look at who's involved in AI-driven campaigns, the challenges of executing those tasks, what's actually being done today and what might be done tomorrow. You'll come away understanding how to factor AI into your own technology plans and avoid dead-ends.

You'll learn:
- tasks current AI does well and tasks that are still best left to humans.
- the conditions you need for AI to thrive at your company.
- how to ensure different AI systems work together.
- what happens when your bot calls their bot, and who pays for lunch.

Speakers

Tony Byrne

Founder, Real Story Group, @tonybyrne

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

A CMO, CIO, and CMTO Walk into a Bar: Who Orders, Who Drinks, and Who Pays?

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    Management

Overview

Marketing technology ownership is becoming a larger and larger issue in the C-suite. Depending on the company, it could be either IT, marketing or a hybrid. There's no right or wrong answer. There isn't a perfect framework from the analyst community or from the CEO community, which means every company does it differently. Making it more confusing is that the stack owner is often not the subject matter expert (SME), creating conflict between the stack owner and end users.

In this session, Justin will lead a panel of experienced martech executives from a variety of different companies to explore the pros and cons of different management structures for marketing technology, providing insights into how they manage and run their own companies. You'll learn different options for the governance of martech that you can adapt for your own organization.

Speakers

Justin Sharaf

Director, Marketing Operations, LogMeIn, @babblnbostonian

Dave Hsu

VP, Marketing Technology & Demand Analytics, CA Technologies, @cainc

Moderator

Erica Seidel
CEO, The Connective Good, @erica_seidel

Solutions Session Presented by Seismic

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    Solutions

Presented by:

Overview

TBA

2:15 PM-2:30 PM

Break

2:30 PM-3:15 PM

Old Mag, New Tricks: The Economist Drives Relevancy & Results Using Data Science & Persistent Profiles

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    Marketing

Overview

Like many digital marketing teams, the Economist's team goal is 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.

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. Customer profiles are built by integrating behavioral data (from website visits, email engagement and more), and then applying 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 so they may 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 challenge unique to the media company's business, the techcologies they chose to help, and the results thus far.

Speakers

Steve Lok

Head of Marketing and Technology for Global Digital Acquisition, The Economist

Moderator

Jeffrey Eckman
CEO, Blue Green Brands, BGC, @bluegreenbrands

Blockchain and the CMO: The Next Era of Marketing

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    Technology

Overview

If you think blockchain in some far-off technology that isn't relevant to marketing, you're mistaken. Blockchain technology is quickly affording CMOs the opportunity to demonstrate a clearer Return on Marketing Investment than many current alternatives.

Blockchains are helping forward-thinking marketers uncover opportunities in digital transformation, unlock new areas of value creation, protect brand reputation globally and leverage existing assets and relationships to defend from potentially disruptive startups.

In this session you'll see what you can do today with real-world examples of blockchain innovation at these ventures:
- MetaX, MadHive, and BAT plan to disintermediate ad tech.
- Loyyal seeks to reinvent how loyalty programs work across companies and industries.
- Steem offers and decentralized Reddit; Mastodon a decentralized Twitter that hints at a user-controlled, privacy centric future.
- 21.co provides a glimpse of the "pay for attention" future of market research.

Speakers

Jeremy Epstein

CEO, Never Stop Marketing, @jer979

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

Predicting The Turn: The High Stakes Game of Business Between Startups & Blue Chips

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    Management

Overview

What was true yesterday in marketing and technology will not be true tomorrow. Not only is your relationship with your customer changing, you also have to understand and manage investors, advisors, boards and your people.

In this session, Dave will discuss how:
- your current competitors are not your competitors of tomorrow. One of the biggest mistakes that big companies make is underestimating their Total Available Market and failing to identify emerging future competitors that come from unexpected places.
- innovation-driven acquisition can be the new R&D. Every industry is being transformed by technology. Acquisitions can infuse Digital DNA into a company's core business, business model and human talent pool.

Speakers

Dave Knox

Managing Director, WPP Ventures, @daveknox

Moderator

Anand Thaker
CEO & Founder, IntelliPhi, @anandthaker

Ditch the Old B2B playbook: Move beyond lead-gates without losing the leads

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    Solutions

Presented by:

Overview

It's not easy being a marketer today: revenue-focused metrics coupled with an increasingly complex buying environment full of stakeholders from different generations with different engagement and buying habits are making it difficult to break through.

The old seller-centric B2B playbook - generic, lead-gated whitepapers with aggressive sales follow-up - is dead. Instead, we need a new approach, focused on creating engaging content and campaigns that drive actions, not just passive interest, to succeed.

Join us for this session to get real insights on how to break out of the "lead-gated whitepaper rut" and create more effective content across the funnel.

Key takeaways include:

  • Ways to create more modern, engaging forms of content that create more value for prospects and accelerate leads through the funnel
  • A new model for lead scoring and nurturing so you can start qualifying your leads based on sales criteria, not just activity
  • Ideas for taking your core content and make it relevant for your audience regardless of where they are in their buying journey
  • Best practices, examples, and tips for getting started
  • Speakers

    Aaron Dun

    Senior Vice President of Marketing, SnapApp

    3:15 PM-4:00 PM

    Refreshments and Expo Hall Time

    4:00 PM-4:55 PM

    Hello? Pick up the Phone, Your Best Customers are Calling

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      Solutions

    Presented by:

    Overview

    The best customers are those who call your company – they convert faster, buy more, and churn less. In fact, more than 61% of mobile searchers call when they're ready to make a purchase, more than visiting a website or physically going to a store. Marketers today are on the hook to quantify the path to purchase, which has become challenging as the customer journey becomes more and more seamless between digital and physical channels. In this session you'll gain actionable insights on how to strengthen the connection between your brand and your customers, and how to bridge the physical and digital world to help maximize your marketing investments and operating efficiencies to acquire the best customers–the ones who pick up the phone.

    Speakers

    Guy Weismantel

    Executive Vice President Marketing, Marchex
    4:00 PM-4:25 PM

    From Prospect to Reference Customer: Maximize Lifetime Value with Martech

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      Marketing

    Overview

    For many marketers, particularly those in SaaS businesses, there are two metrics that determine if you'll sink or swim - customer acquisition cost (CAC) and lifetime value (LTV). Most people think of martech driving funnel conversions through the sales cycle and minimizing the CAC. What people typically don't realize is that the LTV side of the equation does not start the day you close the contract, but rather at the very first interaction with a prospect. If used properly, martech can be beneficial from the first impression, all the way through to a long relationship of renewal contracts.

    In this session, you'll learn how to use marketing technology tools at each stage of the prospect-to-customer relationship so you can deploy a marketing stack that maximizes customer satisfaction, renewal rates and ultimately, lifetime value, We'll discuss:

    - how your choice of segmentation impacts your ability to raise LTV.
    - ways to customize the "prospect experience" to create value during the sales process.
    - tricks during the new customer onboarding process to get them hooked.
    - intelligence-gathering techniques to expand your upsell rate.

    Speakers

    Anuj Agrawal

    CMO, Earth Networks, @anujagra

    Moderator

    Anand Thaker
    CEO & Founder, IntelliPhi, @anandthaker

    Intelligent Agents - From Queries to Conversations to Actions, How AI is Changing the Face of Marketing

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      Technology

    Overview

    While we aren't to the point of flying cars (yet), it increasingly appears that the top SciFi movies of the 80s gave us a sneak peek of the future technology. We now have 3D printers that can replicate food and predictive machine-learning algorithms that can detect the early stages of pancreatic cancer based on health related searches.

    We are seeing AI-infused technologies leading a shift in marketing and consumer behavior. Autonomous cars will mean that new surfaces can become screens for entertainment. Augmented reality and virtual reality will change our conception of what a retail environment looks like and they'll also allow brands can create an agent that is their virtual identity.

    Search is moving from text queries to conversational dialogues with digital assistants that can intercede and engage on our behalf. The future of brand and consumer marketing is being moved to AI and machines.

    Does your marketing strategy for the next 5 years prepare you for AI-led technologies? Let's talk about the shifts that are coming to marketing and how you can start to prepare your search strategy and guide your boss and your boss's boss to prepare for future.

    Speakers

    Steve Sirich

    General Manager, Global Search Ads Business, Microsoft, @stevesirich

    Moderator

    Michelle Robbins
    SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

    How to Implement Best-in-Class Processes, the Foundation of Your Marketing Operations

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      Management

    Overview

    What was true yesterday in marketing and technology will not be true tomorrow. Not only is your relationship with your customer changing, you also have to understand and manage investors, advisors, boards and your people.

    In this session, Laura will discuss how:
    - your current competitors are not your competitors of tomorrow. One of the biggest mistakes that big companies make is underestimating their Total Available Market and failing to identify emerging future competitors that come from unexpected places.
    - innovation-driven acquisition can be the new R&D. Every industry is being transformed by technology. Acquisitions can infuse Digital DNA into a company's core business, business model and human talent pool.

    Speakers

    Laura Patterson

    President, VisionEdge Marketing, @lauravem

    Moderator

    Erica Seidel
    CEO, The Connective Good, @erica_seidel
    4:30 PM-4:55 PM

    How Philips Developed a Comprehensive Marketing Technology Strategy that Immediately Increased E-commerce Sales

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      Marketing

    Overview

    Marketing technology enables marketers to reach customers on their terms. Those who do it right capture significantly more marketing-attributable revenue. However, our research shows that over half of marketers cannot measure how effective their technology is or how much revenue is being left on the table.

    In this case study session, Randy and Bertrand will share how a marketing technology strategy can uncover significant value by:
    - building a clear approach to global and regional technology investment.
    - uncovering technology capabilities that already exist within the organization.
    - rapidly leveraging technology to identify over $15 million in e-commerce revenue potential.
    - leveraging Agile principles to build quick test-and-learn sprints.

    Speakers

    Randy Delgado

    Sr. Director and Global Lead of Strategy, CMG, @randydelgado

    Bertrand Vandewiele

    Sr. Director of Marketing, Philips NA

    Moderator

    Anand Thaker
    CEO & Founder, IntelliPhi, @anandthaker

    Next Tech for Marketing

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      Technology

    Overview

    Gerry will present the latest findings from IDC's "Next Tech" survey of marketing technologists. The data reveal differenced in martech design and spending based on key business drivers and marketing missions. He'll also discuss tech stack and roadmaps for different segments and select verticals, and present IDC's methodology for determining fitness between potential technologies and business requirements.

    This presentation will help new and experienced marketing technologists cull the herd of martech vendors and key in on the most relevant solutions for their needs.

    Speakers

    Gerry Murray

    Research Manager, IDC

    Moderator

    Michelle Robbins
    SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

    Making the Leap from Chief Martech to Chief of Marketing

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      Management

    Overview

    Not many companies have someone at the marketing helm who grew up as a martech or demand generation professional. But many of those running martech dream of the day when data, results, smart targeting and the agile closed loop between brand, analytics and refinement will drive big organizational strategic decisions.

    To get there, we "martech-ies" must understand and speak in terms that matter most to non-technical executive stakeholders.

    This session will cover key learnings and suggestions for bridging the gap between martech and the C-suite. You'll learn:

    - what no one cares about and what everyone cares about.
    - how to calibrate the pace of change with the pace of the business.
    - how everyone deep down thinks they are a marketer and how to turn this to an advantage.

    Speakers

    Cynthia Gumbert

    Head of Marketing, CA Technologies, @cyngumbert

    Moderator

    Erica Seidel
    CEO, The Connective Good, @erica_seidel
    4:55 PM-6:00 PM

    4:55 PM-6:00 PM

    Networking Reception

    Sponsored by:

    Calendar

    Full Conference Agenda - Wednesday, October 4th

    7:30 AM-9:00 AM

    Breakfast/Registration

    8:15 AM-8:45 AM
    9:00 AM-10:30 AM

    Keynotes: "I Didn't Know Martech Could Do That!"; Perspectives on the Evolution & Future of Martech from the 3 CMOs Who Launched It; The Next Two Clicks of Moore's Law -- Augmented Reality and the Future of Marketing

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      General

    Overview

    To kick off day two of the conference, Travis will lead us through a fast-paced, action-packed session where he will showcase some of the lesser-known use-cases for martech within your organization. This 15-minute keynote will feature "hidden gems" of amazing martech that Travis has encountered on his journey.

    Having demoed between 1200 and 1500 marketing technologies since his days as the global digital strategist at Symantec, his perspective, experience, energy, and entertaining personality will ensure that Day 2 starts off with a bang.

    What could be better than starting our day with some cool technologies that most marketers probably don't even know exist?


    The rise of the "marketing automation" category 10 years ago was arguably the Big Bang of the martech industry. For the first time ever, CMOs from the three companies that led that revolution -- Eloqua, HubSpot, and Marketo -- will be on stage together.

    In this candid fireside chat, Brian, Mike and Jon will reflect on the evolution of martech, where they see it headed, how it factors into their current leadership roles and what lessons they'd offer to other marketing executives.


    Over the next four years (just two clicks of Moore's Law), everything in our technology world will change.

    We will look at our smartphone screens less as we use augmented reality and new wearable technology. Mobile phones themselves will transform, providing increasingly sophisticated virtual and augmented reality environments. Not only that, but our entire world will be interconnected thanks to beacons, the Internet of Things, new kinds of sensors and artificial intelligence that deliver immersive and always-on customer experiences.

    Apple and Facebook have revealed their augmented reality strategies, which means your business needs one, too. Robert brings you the best from his travels visiting R&D labs, startups and innovators around the world. He'll inspire you with a new generation of amazing customer experiences that aren't science fiction; they're arriving right now.

    Speakers

    Travis Wright

    Chief Marketing Technologist, CCP Digital, @teedubya

    Robert Scoble

    Author, The Fourth Transformation, @Scobleizer

    Jon Miller

    CEO and Co-Founder, Engagio, @jonmiller2

    Mike Volpe

    CMO, Cybereason, @mvolpe

    Moderator

    Scott Brinker
    Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec

    10:30 AM-11:15 AM

    Refreshments and Expo Hall Open

    11:15 AM-12:00 PM

    GoDaddy Rebuilds Its Marketing Stack to Enable a New Go-to-Market Framework

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      Marketing

    Overview

    GoDaddy built a custom, state-of-the-art omnichannel engagement platform that enabled the company to redefine its marketing strategies and focus on optimizing customers' digital journeys, increasing its ability to create segment-based engagements with customers and do it in a channel-agnostic way.

    This session will reveal the nuts and bolts of restacking marketing technologies in a complex environment to improve marketing capabilities and drive results.

    You'll learn:
    - the process involved for overhauling a marketing stack.
    - organizing new capabilities and pulling the right talent to successfully execute.
    - how an "open garden" approach enabled true omnichannel marketing in a very complex environment.
    - what it takes for an organization as complex as GoDaddy's to achieve true omnichannel marketing.

    Speakers

    Ryan Kelly

    VP, Marketing Platform, GoDaddy

    Moderator

    Anand Thaker
    CEO & Founder, IntelliPhi, @anandthaker

    Insights from Inside the Marketing Stacks of Red Wing Shoe Co., iCrossing and Entuity

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      Technology

    Overview

    From high level stack trends to details on how leading practitioners are approaching stack development and evolution, this panel session led by Anita will start with insights gleaned from hundreds of B2B and B2C stacks and then focus in on the specifics of three different stacks.

    Attendees will have the opportunity to hear first hand how our panelists, Jeff from Red Wing Shoe Co., Laurie from Entuity, and Shiva from iCrossing, have:
    - aligned their stacks with business objectives.
    - addressed the organizational challenges associated with driving stack strategy.
    - selected the right anchor platforms for their environment.
    - managed (or failed) in integrating key components of their stack.
    - dealt with key challenges -- and the things they'd never do again.
    - planned for continued stack evolution.

    Speakers

    Anita Brearton

    Founder/CEO, CabinetM, @abrearton

    Laurie Klausner

    VP World Wide Marketing, Entuity, @laklausner

    Jeff Harvey

    Director of Marketing Technology, Red Wing Shoe Co.

    Moderator

    Michelle Robbins
    SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

    Why Mad Men Now Have a Seat at the Table: Proving Marketing ROI

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      Management

    Overview

    The epitome of a "Mad Man" turned performance - and data-driven marketer - Clay will provide insights from the perspective of a 209-year old publisher that has stayed relevant and successful in the digital age by adopting ROI-driven marketing strategies.

    Attend this session for:
    - an entertaining recap of the evolution of Mad Men into performance and ROI-driven marketers.
    - an understanding of the purpose of data collection and how to develop this capability for customer insights and attribution.
    - insights into how industry leaders like Pepsi use technology to turn data into value by realigning assets to support this core transformation.
    - ideas about the best way to integrate the right data and technology into marketing and across your organization.

    Speakers

    Clay Stobaugh

    EVP & Chief Marketing Officer, John Wiley & Sons (Wiley), @claystobaugh

    Moderator

    Jeffrey Eckman
    CEO, Blue Green Brands, BGC, @bluegreenbrands

    Solutions Session Presented by Informatica

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      Solutions

    Presented by:

    Overview

    TBA

    Noon-1:30 PM

    Lunch and Expo Hall

    12:15 PM-1:00 PM
    12:30 PM-1:15 PM

    How Port City Java Grew 30+ Locations Using a Smart Social Media Platform

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      Solutions

    Presented by:

    Overview

    As Port City Java began facing the common challenges all fast-growing franchises endure, they knew they needed to quickly implement a solution - one that would centralize and streamline their day-to-day workflow struggles with social media content, conversations and digital assets in order to grow and manage their brand across all locations and the organization as a whole.

    In this session, you will learn:

    - The growing pains Port City Java faced as their franchise expanded to 30+ locations
    - How implementing four key features in a social media management platform allowed them to take back control of their brand and their numerous accounts across social media
    - Their successful results including increased brand awareness, more followers gained and empowered employees through an intelligent workflow solution

    SOCi's innovative social media management platform has solved these very problems for many franchises like Port City Java, and in this session we will break down their case study to demonstrate how you can emulate the same success through the latest smart technology.

    Speakers

    Warren Kay

    Chief Revenue Officer, SOCi
    1:30 PM-2:15 PM

    How Boston Private Built a Pipeline Martech Stack from Scratch in Under 3 Months

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      Marketing

    Overview

    In less than three months, Steve and his team at Boston Private conceived a content marketing strategy, implemented all of the technology to facilitate it and built the engine to continuously generate content.

    This presentation will dive into the details of what the company did, what worked and what didn't and how you can apply their experience to:
    - enable sales participation in targeted campaign development that drives sales.
    - source the right vendors to help develop campaign strategy and content.
    - build the technology stack to deliver email (with future channels planned), post website content, observe content engagement and notify sales for follow-up.
    - link prospect behavior to pipeline activity to close the loop on marketing ROI.

    Speakers

    Steve Gogolak

    VP, Digital Marketing & Client Experience, Boston Private, @sgogolak

    Moderator

    Jeffrey Eckman
    CEO, Blue Green Brands, BGC, @bluegreenbrands

    Creating Next Level Customer Experiences: Why Good AI Requires Great IA

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      Technology

    Overview

    Artificial Intelligence and machine learning have permeated all things technology. Sales and marketing are no exception; AI is being touted as the promised land of next-generation customer experience.

    At the foundation of all machine learning is lots of information. The better the information is structured, the more relevant and meaningful the customer experiences that can be created. Good AI is all about training programs to process data into information and information into knowledge.

    Structuring data for user interaction has historically been the realm of information architects. In this session, you'll learn how good AI requires great IA, and five things you need to know to create game-changing customer experiences.

    Speakers

    Shawn Goodin

    Chief Marketing Technology Officer, JP Morgan Chase

    Moderator

    Michelle Robbins
    SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

    Inside the Search for a Martech Unicorn: How Healthgrades Attracted and Landed Top Martech Talent

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      Management

    Overview

    Hiring is always a challenge, and hiring for martech as it evolves and changes is even more difficult. In many cases, your HR or recruiting team may not even know what "martech means or where to look for talent. Good talent gets scooped up fast, and the best talent isn't looking to make a change.

    Attend this session for a 360-degree view, with perspectives from the hiring team, the recruiter and the winning candidate. Whether you're hiring a marketing technologist or you're a marketing technologist that wants to move up, you'll gain valuable insights.

    This session answers these questions:
    - Can a marketing technologist with a B2B background make the switch to a B2C company successfully?
    - On a scale of marketer to technologist, what are we looking for and why?
    - How should the marketing technologist plug into the organization, and what interlocks and handoffs will they have with other areas of marketing and IT?

    We'll also reveal:
    - how we scouted -- and sold to -- great martech talent.
    - which interview questions and assessments we used to evaluate hard and soft martech skills.
    - how aspiring martech leaders can distinguish themselves in a recruiting process.
    - how to onboard a new marketing technologist into your organization.

    Speakers

    Erica Seidel

    CEO, The Connective Good, @erica_seidel

    Jay Wilson

    SVP, Marketing Platforms & Services, Healthgrades, @jwsfl

    Correy Honza

    Director of Marketing Technology, Healthgrades, @correyhonza

    Moderator

    Erica Seidel
    CEO, The Connective Good, @erica_seidel