Overview

You've likely been working diligently to comply with the EU's General Data Protection Regulations (GDPR). Now, just as you reach the end of that compliance maze, we need to get ready for January 1, 2020, and the California Consumer Privacy Act (CCPA), Brazil's General Data Protection Law (LGDP), and, most recently, Maine's online privacy act.

Welcome to the new privacy world, where personal data regulations and laws come in waves!

The new digital reality can be disruptive, but you can minimize the impact by adopting common data privacy policies and marketing operations practices for all regulations. Your to-do list won't be long, but it will require some cooperation from leadership and others in your organization.

Attend this session to get, and stay prepared! You'll:

- Get a 'CliffsNotes' version of the most critical data privacy requirements.
- Discuss how to embed data privacy into your marketing practices in order to minimize new disruptions.
- Learn how to structure your team and the required roles and responsibilities you'll need for success.

Overview

Having a data science team supporting marketing decisions is now an integral part of the formula for growth and success. At the core, it's about making data driven decisions. Employing data science generates insights that lead to informed decisions and increased results.

In this session, you'll learn how to:

- Experiment effectively
- Deliver powerful and proven personalized experiences
- Collaborate with your data team
- Build a scaleable foundation for accelerating the use of data science in your marketing

Overview

In a world where there's an app for everything, driving value from martech investments must be a strategic, CMO-lead discipline focused not on point solutions, but on creating a healthy martech ecosystem that can support, nurture and grow your marketing performance.

Attend this session and you'll learn the three pillars of a healthy martech ecosystem:
- Strategy: Create a set of core philosophies that allow your team to cut through the noise to create a martech ecosystem that is tailor made for your business.
- Governance: Manage your martech with an eye toward the user but without sacrificing anything on security, reliability and scalability.
- Enablement: Make martech the fuel to your growth engine by proactively enabling the people who need it most.

Key takeaways include:

- A simple, five-word strategy for building a martech stack
- A concrete plan for shaping your marketing ecosystem around your marketing strategy
- A new, practical and effective way to extend your core applications to automate any process to fit your business, not the other way around

Overview

CTA, CPL, CRO. WTF? It's easy to get immersed in a world of alphabet soup acronyms and the tactics they represent. But as martech pros develop into marketing and corporate leaders, they can elevate the discipline by informing the C-Suite conversation with data-driven results that are more topline than tactical.

In this session, you'll learn how to communicate effectively with senior leaders and walk away with useful, practical tips from marketing leaders who have successfully made the transition to the C-Suite.

Overview

The direct-to-consumer and subscription markets are booming. Companies like Casper, Spotify, and Netflix enable customized and real-time audience experiences with ease. But — let's be honest — few of us work for unicorns like that.

Traditional and legacy brands like Ancestry have struggled to adapt their legacy data infrastructure and marketing technology stacks. For brands being disrupted by tech-driven upstarts, re-architecting and finding ways to reclaim lost revenues, market share and brand value are the highest priorities.

In this session, you'll learn from Ancestry's performance marketing leaders how they are reinventing their marketing data architecture and technology stack to drive results. You'll learn:

- the strategy behind Ancestry's ad and marketing technology stack
- the challenges caused by fragmented data silos and legacy marketing technology
- actionable steps for optimizing data and tech for more agile and efficient marketing operations

Overview

Driving a comprehensive marketing enablement function is a lot like an epic road trip filled with route changes, splendid vistas and lonely stretches, adventures and mishaps, even breakdowns. There are impassioned arguments, bouts of group singing, and all-too-occasional bathroom breaks.

In this session, you'll get first hand insights into RedHat's ongoing transformation adventure. How they evolved a legacy foundation, where they are now and what's on the roadmap for the future. Plus, like any great road trip there will be surprise stops where you'll learn important concepts including:

- Getting leadership support and team-level collaboration means everything.
- Amazing content matters. Igniting marketing's potential means taking risks to create remarkable content.
- The unexpected happens. Learning to be patient… and being ready to pivot.

Overview

Starting a martech leadership role? Recruiting and training your own team is going to be one of your most significant challenges. You'll struggle through "Goldilocks" moments with each hire as you find the talent that is "just right."

In this session, Dave will explain how he built marketing and martech teams at three major global companies and Erica will describe what she's learned after 8-years of helping companies recruit martech leaders.

Attend this session for:

- The essential obsessions of the successful martech leader.
- Prioritizing desirable marketing traits for your organizational needs.
- When to recruit new talent that is "just right" and when to repurpose the talent you have?
- Determining if a potential hire has the skills you really need.
- Avoiding bad hires – pitfalls to watch out for.
- Mistakes that martech practitioners make when they transition to leadership roles, and how to avoid them.

Overview

Successful multi-touch attribution is about your data and your organization's culture.

In this session, you'll learn how a billion dollar brand transitioned it's reporting structure from almost no KPIs to a full multi-touch attribution model supported by sales, marketing, and technology.

No previous knowledge of marketing attribution is necessary. This session is best suited for B2B organizations and attendees in marketing campaign management, marketing analytics, marketing operations, event marketing, or someone who wants to help their marketing team understand their impact on revenue.

Key takeaways and lessons include:

- Understanding attribution models including the pros/cons of single and multi-touch attribution
- Best practices for preparing your data
- An iterative approach to multi-touch attribution
- Common data and leadership challenges

Overview

It seems we can't make it more than a couple of weeks without hearing about a major data or privacy incident or breach. And yet, for the second year in a row, data privacy⁄compliance reviews and security reviews ranked at the bottom of the responsibilities list for marketing technology and operations teams, according to a chiefmartec.com survey.

In this session, you'll hear about Akamai's journey and intention to get security right and protect their company data, assets and brand. Attend and you'll get:

- A cautionary tale about bringing on a new technology without IT and Security, and how it both contributed to our "stack debt" and significantly limited our productivity.
- A look at why a strategic partnership between IT, Security, and Marketing Technology teams is critical for companies looking to execute against a roadmap, while keeping themselves safe.
- Understanding how partnering with IT and Security teams to build out processes for tech assessments saves time and money that can be repurposed toward strategic objectives.

Overview

Many organizations are losing revenue because of shortcomings in their SEO strategy. Initiatives aimed at improving SEO fail because non-SEO teams introduce mistakes that lead to missed opportunities. Why? SEO is an afterthought for most functions in large enterprise marketing organizations.

This session provides a framework for SEO success that's especially relevant to marketing operations and technology teams. Key takeaways include:

- The 10 pillars of SEO
- Examples how organizational structure often thwarts SEO unintentionally
- What the goal of SEO teams at enterprise organizations should be
- A self assessment that reveals if your organization is an SEO Pacesetter… or an SEO Avoider

Overview

Every day, marketers and business leaders make decisions based on insights and metrics that are assumed to be scientifically sound (or at least directionally accurate). Many of these commonly accepted statistics are flawed. For example, some political polls are done over the phone, which leads to bias in the numbers.

How can a marketer identify what's credible and what's not? In this session you'll learn:

- Social science basics that all marketers must understand
- Questions that marketers can ask to establish the validity of research and metrics
- The most commonly accepted stats and metrics that marketers should evaluate critically

Overview

Nearly one year ago, SAP Concur embarked on a journey to drive the strategy, governance and process behind its marketing technology stack. In this session, you'll learn how this small (but mighty) team created the vision, strategy and processes, and hear about lessons learned along the way. You'll get insights into how the team:

- Assessed their martech stack to inform both a near
- and long-term strategy
- Optimized and leveraged processes and collaboration to minimize 'shiny object syndrome' and siloed technology purchases
- Developed a Martech enablement plan aimed to increase tool adoption, usage consistency and tool time-to-value

Overview

Marketing Operations is the heart of marketing. Without it, data doesn't flow, campaigns aren't executed and customers get confused, frustrated and upset. In this session, you'll learn how to organize, coach and build successful marketing operations teams in organizations large and small.

In this session, you'll learn how to improve the efficiency and effectiveness of marketing through people, process, technology and data so that you can achieve your goals. Key takeaways include:

- Key roles on the MOPs team and how you can justify them
- Pulling everyone and everything in the same direction while maintaining personal development for each person
- Tailoring your team and technology for growth, efficiency and success
- Coach, rather than manage, and allow your team to forge their own path

Overview

Skeptical what you can do with AI? Curious what's practical? Attend this session to learn about real-world applications of AI and machine learning that you can bring back to your organization.

Christopher will show you how to apply five different AI techniques to solving five common challenges in marketing:

- How to do market research by using text mining on a wide range of customer data
- How to identify the real influencers in your social communities by using graph analytics
- How to find signals in the noise of your customer data by using clustering and dimension reduction
- How to know where to focus your marketing strategy by using key driver analysis
- How to improve marketing planning and its outcomes by using predictive analytics

Attend this talk and you'll walk away with an actionable AI toolbox that boost marketing performance.

Overview

When LogMeIn decided to move to a brand new instance of Marketo, a priority was ensuring marketers to distinguish customers from non-customers. Easier said than done, because as a result of acquisitions, the company has:

- more than 10 different internal customer databases
- more than 5 commerce systems
- 15 products/brands
- millions of customers

In this session, you'll get an inside look into how LogMeIn uses Marketo Custom Objects to identify customers and important information about their purchase(s), how they use LogMeIn products, and how they engage in campaigns. For a product like GoToMeeting, this means being able to create custom marketing programs for a customer who has a specific tier, paid a specific price, and has had a specific number of meetings in the last 30 days. The granularity is very powerful and enables the ultimate personalized experience.

With over 40 million custom object records across more than 10 unique custom objects with over 500 unique custom object fields, it's a lot to maintain, but the flexibility and visibility are invaluable.

Overview

Increased competition, rising customer expectations, and a critical need to evolve legacy capabilities have spurred a digital race in the financial industry. Companies must deliver meaningful experiences to their customers to win, and can only do that by delivering content at scale, collecting data driven insights, and enabling automation.

In this session, you'll learn how TD Bank and Deloitte have collaborated to strengthen TD's entire marketing ecosystem across multiple channels and lines of business. By understanding the challenges they faced and how they've been working to overcome them, you'll bring home ideas for your own digital transformation efforts.

Topics covered will include:

- Building support and momentum around a "marketing ecosystem" vision
- Mapping the customer holistically across a complex organization
- Dealing with legacy systems — and legacy marketing structures
- Establishing high-level governance and change management processes
- Prioritizing resources among multiple digital transformation initiatives

Overview

It's a common lament among B2B marketers: you work to generate more traffic and more leads, only to hear months later that the leads you're generating aren't the RIGHT leads. Closing the loop between lead volume and lead quality can be a headache for everyone involved. But it can be done.

In this session, we'll talk about ways to programmatically get lead-quality data into your regular analytics and reporting flow, including:

- Custom GTM scripts to add lead scoring data directly to Google Analytics
- Linking CRM and analytics data in Google Data Studio
- Data-driven education strategies to help guide conversations about brand awareness, lead volume, and lead quality
- Incorporating full-funnel and LTV information into your conversion reporting

Overview

Getting personalization right is tricky as ever, even with the latest machine learning and AI capabilities. Before you can build and implement an effective personalization program, you have to have a well structured marketing technology stack "taxonomy."

Taxonomy is how your organization defines customer data points and how they are used throughout your martech stack. Without a well-defined taxonomy, you will be calling Sally by her company_name in emails, and telling John Deer Inc. that they need to buy toasters in your display ads.

Attend this session to learn:

- The value of applying taxonomy to your stack
- How to create nomenclature in your taxonomy
- The do's and dont's of creating a taxonomy
- Winning cross-department alignment on your taxonomy
- Cool things you can now do with taxonomy-enabled personalization to drive engagement and revenue

Overview

Drip and nurture campaigns can be remarkably effective tools for engaging and converting prospects, but having a strategy for testing, segmentation and multiple channels is table stakes. In this presentation you'll get a look into a range of marketing automation topics to help increase your funnel conversion, including:

- Strategic Testing: Make your testing more effective and informative. Have you ever run an A/B test and felt like it didn't help you create the next email or make the next design change? You'll get a framework for testing to help answer broader strategic questions, and to make your next campaign even better.
- Behavioral Segmentation: Your users are telling you what they want. Are you listening? You'll learn ways to use your data to improve listening within current channels, and how to use that information to increase retention and conversion.
- Multi-Channel: Automation is much more than email, and your contacts are much more than an inbox. Getting it right is both art and science that requires the use of actions and triggers from various channels, as well as how to automate follow-up.

Overview

"Scenario analysis" is a valuable tool every company can use to hone its skills at anticipating and preparing for a variety of business situations and outcomes — including customer experience.

This session explains how to employ scenario analysis to deliver better customer experiences. Laura will show you how to use scenario analysis techniques to sharpen your CX strategy, challenge your CX assumptions, and detect the early warning signals when customer experience diverges from your expectations (or the customer's).

Takeways from the case studies presented in this session will include:

- How to plan for and anticipate the unexpected along the buyer's journey
- How to deliver on the promise of excellent customer experience in a world of uncertainty
- How to demonstrate the value of creating scenarios in managing customer experience
- How to create scenarios for a variety of customer experience situations and touchpoint

Overview

Have you ever felt like you've been playing one big game of Whack-a-Mole trying to manage the purchasing of marketing technology across your organization? Duplicate products, contracts, and functionality (aka random acts of martech), lead to overspending on software, low productivity, poor performance… and make you crazy. If only you had a sensible process for acquiring new marketing technology.

Overcome purchasing chaos and create processes that enable your organization to move quickly. In this session you'll learn how to:

- Identify stakeholders and get buy-in
- Turn procurement colleagues into powerful allies
- Avoid unnecessary bureaucracy
- Define a process that works for both small and large purchases
- Decide if your organization needs a centralized or distributed martech purchasing process

Overview

Marketing technology architectures traditionally have been designed with an approach that is focused on the inner workings of the enterprise rather than truly being centered around the customer. This inward focus on business requirements actually ends up making it harder to deliver world class customer experiences. So how can you build systems around customers, instead of shoe-horning them in at the end?

In this session, you'll learn how a CX-led architecture can transform customer experiences and lead to greater marketing success. Key concepts include how to:

- Reframe your martech stack strategy around customer experience
- Leverage data to inform the design of customer experiences
- Measure success in an iterative fashion, and adapt and learn
- Build systems that can serve the customer beyond marketing
- Deliver value to customers earlier in their buyers' journey

Overview

The launch of GDPR, recent news about Facebook's ethics, and Equifax's data breach have raised consumer privacy concerns to a critical level. But the problem isn't only at the big platforms' doors. Martech practitioners describe privacy and data management as a "compliance" matter, and only 36% of participants in the 2019 Martech Salary Survey were responsible for data privacy and compliance in their martech stack. The fact is that we marketers practice surveillance. In pursuit of leads and revenue, we track behavior, target individuals, disrupt journeys, gather data without implicit consent, and perform identity resolution - primarily through our martech stack - often without our knowledge.

Data is not the new oil. Trust is. What if we shift focus from short-term leads to growing trust and long-term brand value, taking on a mindset that embraces privacy and transparency as core principles of a user-first digital experience. This session presents a path forward through a set of customer/user "first principles" and a Framework for Lean-Surveillance Marketing.

Attend this session for key takeaways including:

- Learn how Martech is contributing to users' growing privacy and trust concerns.
- Consider a shift to "user-first" trust- and consent-based brand marketing.
- See a how a Framework for Lean Surveillance Marketing would change the game.
- Walk away with a template for self-evaluation of your surveillance footprint.
- Explore further resources to learn about this important topic.

Overview

Seen from a martech perspective, all corporate acquisitions are the same: disparate systems must be reconciled, integrated and organized.

In this session, you'll learn how PTC evaluated their systems, processes and supporting resources for martech across multiple acquisitions — big and small — to unify systems and processes. Attend for actionable insights into:

- critical considerations when conducting a migration
- how to communicate changes to corporate and acquisition stakeholders
- process change management and training