SEPTEMBER 16-18, 2019 | HYNES CONVENTION CENTER | BOSTON, MA

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The MarTech® Agenda

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Expanded & Mobile Friendly Agenda

Time	Monday, October 1
1:00-5:00	Pre-Conference Workshops (Additional Fee) The Right Way to Buy Marketing Technology Agile Marketing Advantage Creating Connected Experiences Using CDP to Make the Most of Your Customer Data
4:45-5:30	Speed Networking
5:30-7:00	Opening Reception & Expo Hall Grand Opening Featuring Sarah Cooper: 10 Tricks to Appear Smart in Meetings and more... starting at 6:15pm Sponsored by

Time	Tuesday, October 2
7:00-9:00	Breakfast & Registration
8:15-8:45	Breakfast Keynote: Achieving Operational Efficiency. Getting Your Tech Stack and Process Right Clifford Stevens - Liberty Mutual Insurance Heidi Melin - Workfront Breakfast Keynote: Achieving Operational Efficiency. Getting Your Tech Stack and Process Right Overview Modern day marketing teams are searching for ways to create better experiences, both for customers and their workforce. Digital transformation (DX) and the increase in digitization is enabling marketing organizations to deliver better work, get it done faster, and achieve total work visibility, no matter where teams and people are located. But how best can you take DX from a broad and generic concept to a more meaningful way of working so you can get the most from your people, processes and tools? How do you achieve true operational efficiency when meetings, emails and other interruptions are leaving us with only 40% of our day to focus on our core jobs? Join Heidi Melin, CMO of Workfront, and Cliff Stevens, Director of Creative Operations at Liberty Mutual Insurance as they discuss proven methods to transform the way work gets managed, so you can be more collaborative, incorporate digitization in your day-to-day, and connect and align your tech stack for greater operational efficiency. Speakers Clifford Stevens Director, Creative Operations, Liberty Mutual Insurance Heidi Melin CMO, Workfront Sponsor Workfront is the first modern work management platform that breaks down the barriers of getting work done, providing one place to orchestrate and accelerate work. At its core, Workfront is built for people. See why more than 4,000 of the world’s most forward-thinking brands love Workfront at workfront.com.
9:00-10:30	MAIN STAGE KEYNOTES: Martech in 2019: The New, New Rules of Marketing Scott Brinker - chiefmartec.com Developing a Martech Strategy that Serves Your Customers & Business Monique Bonner - Akamai The Inevitable Convergence of Marketing & Sales Technology Shiva Mirhosseini - Aetna Robotic Process Automation (RPA): What A Marketer Needs To Know Neeti Mehta - Automation Anywhere Martech in 2019: The New, New Rules of Marketing Overview Heading into 2019, marketing technology and operations has been accepted as a critical function for executing successful marketing programs and delivering a remarkable customer experience. But we're still in the early days of systematically harnessing its potential. In this opening keynote, Scott distills "the new, new rules of marketing" that are being shaped by best-in-class marketing technology and operations processes, strategies and infrastructure. These include: - As much as possible: centralize data and decentralize experimentation. - Key architectural principle for martech stacks: design for change. - The crucial "ops alliance" between marketing, sales and customer service. - Distributed analytics and innovation at scale with "citizen technology." Operational excellence with these new, new rules of marketing offers an enormous opportunity for competitive advantage. Speaker Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec Developing a Martech Strategy that Serves Your Customers & Business Overview In 2017, Akamai took an inventory of its marketing technology and discovered 80 applications across 175 marketers in need of a cohesive strategy to guide investment. Soon after, they began a multi-year martech journey that included taking a fresh look governance, procurement and dedicated resources. In this session, you'll get an inside look into this enterprise-wide process, which ultimately led to a new company mandate: Every decision on tech must align with an external positive impact on customers, as well as an internal positive impact on employees (i.e., productivity, automation, ROI). You'll learn how Akamai is making this three-year plan a reality as their CMO recounts the challenges and opportunities the company faced along the way. You'll learn: - How to establish your vision of a customer-centric marketing experience. - How to build your capability requirements and technology stack to enable your transformation, drive adoption and realize your vision. - How to be strategic in your martech investments. - How to connect all touch points, building on each to create a personalized experience aligned to solution, intent, behavior and journey. - Why a unified marketing technology vision should make sense for your customers and your company. Speaker Monique Bonner SVP & CMO, Akamai Technologies, @mobonner Moderator Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec The Inevitable Convergence of Marketing & Sales Technology Overview Sales and marketing technologies, more automation, and analytics should lead to more productivity and revenue growth. But half of Fortune 500 companies aren't growing or struggle to grow...despite a 10% increase in marketing and sales technology spend. By integrating marketing and sales ecosystem, your organization can have a 360 degree view of the prospect/customer, and better predict the next action in ad spend, engagement, quoting, and retention. In this session, you'll learn to: Convince your organization to break from the old funnel model and bring marketing and sales enablement teams together. Create a customer centric organization that holds marketing accountable for designing, operating, and scaling a joint technology stacks. Leverage your technical teams and COEs to deliver more efficiency across both marketing and sales. Speaker Shiva Mirhosseini VP Marketing Technology and Digital Experience, Aetna, Moderator Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec Robotic Process Automation (RPA): What A Marketer Needs To Know Overview The promise of AI and new software isn't only useful for driving personalized campaigns and targeting customers and prospects. New tools and platforms such as Robotic Process Automation (RPA) promise to bring AI to workflow automation and marketing task management. In this session, you'll learn where RPA stands today, who uses it and why every marketer must know what it is. You'll walk away with an understanding of how RPA will impact marketing through Neeti's in-depth use cases of how AI and machine learning will increasingly impact all marketers and their teams. Speaker Neeti Mehta Co-Founder, Automation Anywhere, @neetishukla Moderator Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec
10:30-11:15	Refreshments & Expo Hall Time				Discover MarTech Theater 10:35-11:00 The Right Way to Buy Marketing Technology - Real Story Group The Right Way to Buy Marketing Technology - Real Story Group Overview Implementing the right technology is a critical precondition to your digital marketing success, yet industry surveys suggest that more than half of all toolset selection projects fail to identify the best solution for the customer's needs. Why? Enterprise selection teams too often follow a "waterfall" method that involves long lists of required features and too little human involvement and testing. In this session, Tony - author of The Right Way to Select Technology - will show you a more agile selection process that incorporates the latest in design thinking. Speakers Tony Byrne Founder, Real Story Group Sponsor Founded in 2001 as "CMS Watch," we're a team of former practitioners who found traditional analyst reports too shallow and fawning-and decided to do something better. We set out to create a new kind of research and advisory firm, one that worked only for enterprise technology customers who wanted the real story about Digital Workplace and Marketing Technologies. At a time when half of all technology projects fail, we help you make the right decisions during the key, early stages of your investments. Since 2001, more than 3000 organizations around the world have used our research and advice to improve their business. 11:00-11:15 Digitally Transforming Engagement to Meet Clients at THEIR Moment of Need - Pitney Bowes Digitally Transforming Engagement to Meet Clients at THEIR Moment of Need - Pitney Bowes Overview Embracing clients at their moments of need is critical... but how are leading organizations achieving this via digital transformation of their customer engagement? Join us as we examine how our clients provide meaningful business impact to win in the highly-competitive battleground of customer experience. Discover the digital tools - Chatbot, Personalized Video, Mobile and Self-Service - that are enabling customer-obsessed organizations to embrace new market opportunities and exceed customer expectations. Speakers Matt Tredinnick Global Director, Product Marketing, Pitney Bowes Sponsor Pitney Bowes is a global technology company powering billions of transactions – physical and digital – in the connected and borderless world of commerce. Clients around the world, including 90 percent of the Fortune 500, rely on products, solutions and services from Pitney Bowes in the areas of customer information management, location intelligence, customer engagement, shipping, mailing, and global ecommerce. Everything is addressable with the Knowledge Fabric from Pitney Bowes, a result of best-in-class software and data that surfaces relevant business insights by understanding the relationships between people, places and things to better reach and engage your clients at their moments of need. For additional information, visit Pitney Bowes at www.pitneybowes.com/us/customer-engagement-marketing.html
11:15-12:00	Marketing CX Appeal: Elevating from Marketing Ops to CX Ops Gerry Murray - IDC CX Appeal: Elevating from Marketing Ops to CX Ops 11:15 AM-12:00 PM (45 min) Speakers Gerry Murray Research Director, IDC Moderator Erica Seidel CEO, The Connective Good, @erica_seidel Overview Customer data and consent management are emerging as key components of customer experience and brand preference. In this session, Gerry will provide an overview of how AI, commerce and consent will transform customer relationships and marketing (yet again). You'll learn and see: - How to establish CX Ops across marketing and the enterprise. - Examples of how channel marketers can enhance each other's ability to improve CX and how marketers can extend those practices to other customer facing departments. - What a CX Ops team looks like. - How to lead CX even if you don't own it, make smarter marketing decisions and deliver performance gains to the business.	Technology CDP Cures Baldness: Getting Past the Hype about Customer Data Platforms David Raab - Raab & Associates CDP Cures Baldness: Getting Past the Hype about Customer Data Platforms 11:15 AM-12:00 PM (45 min) Speakers David Raab Principal, Raab & Associates Moderator Anand Thaker CEO & Founder, IntelliPhi, @anandthaker Overview Customer Data Platforms offer hope to marketers struggling with disconnected data. But many marketers are still unsure what CDPs are, what they can do, and just as importantly, what they can't do. This no-nonsense session describes major CDP applications, CDP system capabilities, what distinguishes CDPs from other systems, how CDP vendors differ from each other, and the most important CDP applications. You'll also share in the latest research on CDP industry growth and trends. You'll leave this session with: - A clear understanding of CDP strengths and weaknesses. - Knowledge of the situations in which CDP is the right solution. - How CDP relates to the rest of your marketing stack. - Requirements for successful CDP deployments. - Ways to find the best CDP for your business. - The truth behind common CDP myths.	Management Product Management in Martech and How Marketing and Technology Can Work Even Better Together Pamela Della Motta - The New York Times Kristian Kristensen - The New York Times Product Management in Martech and How Marketing and Technology Can Work Even Better Together 11:15 AM-12:00 PM (45 min) Speakers Pamela Della Motta Director of Product, Marketing Technology, The New York Times Kristian Kristensen VP for Engineering, The New York Times Moderator Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec Overview "With great power comes great responsibility." The adage applies in marketing as in so many other fields. As marketing's capabilities are enhanced by technologies, product management's oversight responsibilities increase. In this session, you'll discover how The New York Times applies modern product management discipline to its marketing technology stack. You'll learn: - The role of the product management team in marketing technology, and how it can bridge the divide between marketing and technology. - In which organization marketing technology should reside. - What marketing can learn from technology -- and vice versa -- given their vastly different culture and perspectives. - How The New York Times' Marketing and Technology organizations work better together.	Solutions How CVS Health is Using its Martech Stack to Achieve Digital Transformation How CVS Health is Using its Martech Stack to Achieve Digital Transformation Overview After a series of large acquisitions, a name change, and an overall rebranding over the past decade, CVS Health began adjusting its Martech stack to better manage various marketing initiatives across its growing enterprise. It sought to: Ensure a smooth transition of processes and workflows for all new creative groups Enable external agencies to easily access assets Establish centralized governance for all branded content and third-party assets Learn how CVS Health has optimized its various marketing technologies as part of an overall digital transformation across the growing company that has enabled better management of its increasing resources and assets, which has resulted in increased speed to market and better customer experiences. Speakers Anjali Yakkundi Product Marketing Director, Aprimo Laura Patterson Digital Asset Manager, CVS Health Sponsor Aprimo provides technology solutions for content, operations, and performance that enable enterprises to optimize their brand experiences and the resources they use to deliver them.
Noon-1:30	Lunch, Expo Hall Time Lunch Presentation: AI-Powered Marketing - A Primer Lunch Presentation: AI-Powered Marketing - A Primer Overview Your marketing team has learned to do more with less and leverage the insights and know-how to get the job done. You've gotten lean and yet you still generate incredible content and campaigns to drive your business. But... there is always more to do and more data and insights to analyze. What if you could do your job faster, smarter, analyze more data more quickly, and drive to insights quickly so that you can be more creative to deliver exceptional customer experiences and journeys? You can - with AI-powered marketing. Join us as we take a tour of many of the ways AI manifests itself in the today's marketing function and role - from reporting on and analyzing campaign metrics, to identifying audiences before they opt out, to identifying where customers struggle with their customer journey and experiences. We'll cover all of this and more in this primer for learning what AI-powered marketing is and what it can do for your team as you prepare for 2019. Speakers Jae Lee Global Product Marketing, IBM Watson Marketing, IBM David Miller Global Product Marketing, IBM Watson Marketing, IBM Sponsor IBM Watson Marketing is the world's leading AI-powered marketing platform. Harness your data to deliver competitive advantage by getting actionable insights that lead to better customer understanding. With Watson Marketing, marketers can deliver resonant, personalized experiences at scale while freeing themselves to be more innovative and creative. Lunch Presentation: How Yamaha Connects Directly With Their Customers Through "Sharing Passion And Performance" Lunch Presentation: How Yamaha Connects Directly With Their Customers Through "Sharing Passion And Performance" Overview Yamaha Corporation of America has built its business on a simple philosophy-use unique expertise and a devotion to music and sound to provide the best instruments and sound equipment to its customers. For years, these customer relationships were driven through Yamaha's retail partners. Yet, as many large brands are experiencing, this relationship is rapidly shifting as customers expect a more direct relationship with the brand-requiring new approaches to customer interaction, organizational structures, and technology innovations. In this session, learn how Yamaha is leveraging customer data to build direct relationships with their customers while maintaining the focus on quality and partnership that have driven the business' success. Speakers Athan Billias Director of Strategic Product Planning, Yamaha Corporation of America Sponsor Lytics offers the only enterprise-grade Customer Data Platform (CDP) used by The Economist, Dr. Martens, Atlassian, and Nestle. With machine learning, Lytics’ CDP makes customer experiences more relevant and profitable. Lytics is headquartered in Portland, Ore. Learn more at Lytics.com.				Discover MarTech Theater 12:30-12:55 Visualize Your Martech Stack - Real Story Group Visualize Your Martech Stack - Real Story Group Overview Visualizing the collection of tools and platforms that make up your MarTech stack is essential for understanding your as-is environment. And -- more importantly -- envisioning and implementing your idealized future state. This fast-paced session will offer some alternative reference models for visualizing your existing and future stacks. Pick and choose which one works best for you, and then take it back home to impress your peers! Speakers Tony Byrne Founder, Real Story Group Sponsor Founded in 2001 as "CMS Watch," we're a team of former practitioners who found traditional analyst reports too shallow and fawning-and decided to do something better. We set out to create a new kind of research and advisory firm, one that worked only for enterprise technology customers who wanted the real story about Digital Workplace and Marketing Technologies. At a time when half of all technology projects fail, we help you make the right decisions during the key, early stages of your investments. Since 2001, more than 3000 organizations around the world have used our research and advice to improve their business. 1:00-1:15 Scaled Localization: How a National Brand Drives Local Success in Hundreds of Locations While Maintaining Central Control - Netsertive Scaled Localization: How a National Brand Drives Local Success in Hundreds of Locations While Maintaining Central Control - Netsertive Overview When it comes to local consumer markets, one size no longer fits all. National brands must now deliver the experience their customers expect - that are personal, built on data and consistent across digital and in-store touch points. Smart brands are starting to customize offerings in local markets and rolling out different approaches to pricing and marketing for different locales. But many brands become overwhelmed when it's time to localize their messaging or struggle to get behind the concept, continuing their "one size fits all" approach to national marketing. Some try to do it manually, but the localization process is massively complex, time consuming and fraught with human errors. In this session we'll show how the largest builder of fishing & recreational boats in the U.S. implemented Netsertive's Scaled Localization solution to remove the friction from the localization process and drive profitable growth at the local and the national levels in record time. In this session, you'll learn: The difference between local and localized marketing-this is what most brands get wrong. Localization is a much deeper motion than simply running your national campaign in many different zip codes. How localizing the structure, content, and execution of marketing campaigns can help brands meet the specific needs of individual markets - and why it is important. The capabilities needed to successfully execute Scaled Localization. Speakers Brendan Morrissey CEO & Co-Founder, Netsertive Sponsor Netsertive has reimagined localized digital marketing through scaled localization. Scaled localization is the ability to infinitely communicate your brand's message at a global scale while simultaneously tailoring the messaging to influence an individual consumer towards a buying decision. With Netsertive's revolutionary platform, your brand will drastically increase conversions through multi-channel digital marketing while simultaneously reducing the cost per conversion. The platform utilizes data and machine learning to optimize your campaigns locally, regionally or nationally to adapt to the changing competitive environment and ultimately drive awareness, consideration and sales for your brand. 1:15-1:30 Delivering Marketing Transparency, Speed and Growth for Ticketmaster - Datorama Delivering Marketing Transparency, Speed and Growth for Ticketmaster - Datorama Overview As the world's leader in live event ticketing, Ticketmaster drives more than 450 million transactions, annually. But at the new pace of doing business, which requires the Ticketmaster team to rely on hundreds of data sources and optimize thousands of monthly client campaigns, how would it be able to scale with greater transparency, more speed and the right kind of growth? Enter Datorama. Join Datorama's Mike McMaster in this case study presentation that will discuss how Marketing Intelligence is helping Ticketmaster drive its bottom line results. Speakers Mike McMaster Strategic Partner Manager, Datorama Sponsor Datorama, a Salesforce company, is the leading cloud-based, AI-powered marketing intelligence and analytics platform for enterprises, agencies and publishers. Marketers use Datorama to bring together all of their data and take action on insights to optimize every marketing investment and activity. Datorama enables more than 3,000 leading global agencies and brands–including PepsiCo, Ticketmaster, Trivago, Unilever, Pernod Ricard and Foursquare–to optimize marketing campaigns, automate reporting and make data-driven decisions faster. To learn more about Datorama, please visit: https://datorama.com/.
1:30-2:15	Marketing 9 Key Insights from Gartner's Marketing Technology Survey to Help You Prepare for 2019 and Beyond Bryan Yeager - Gartner 9 Key Insights from Gartner's Marketing Technology Survey to Help You Prepare for 2019 and Beyond 1:30 PM-2:15 PM (45 min) Speakers Bryan Yeager Research Director, Gartner Moderator Jeffrey Eckman CEO, Blue Green Brands, BGC, @bluegreenbrands Overview In June 2018, Gartner surveyed 500 enterprise marketing leaders in North America and the UK about all things marketing technology: martech team structures, collaboration across the business, adoption status of specific solutions, level of stack utilization, emerging technology investment and much more. Join Bryan as he unpacks the top findings from this landmark independent research to help you benchmark and prioritize your marketing technology activities for 2019 and beyond. He will discuss: - The state of the modern marketing technology stack, from must-have tools to emerging solutions. - Key traits of brands that have mastered marketing technology management. - How marketing aligns with the rest of the business to make smart tech investments.	Technology Everything a Marketer Should Know About SalesTech (But Was Afraid to Ask) Nancy Nardin - Smart Selling Tools & Vendor Neutral Everything a Marketer Should Know About SalesTech (But Was Afraid to Ask) 1:30 PM-2:15 PM (45 min) Speakers Nancy Nardin Founder & Co-Founder, Smart Selling Tools & Vendor Neutral Moderator Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec Overview Finished digesting this year's 6,829-company MarTech Landscape? Great! You're ready to feast on the SalesTech Landscape, comprising 500 solutions in 43 categories aimed at empowering sales organizations. Do you know the difference between Sales Enablement and Sales Engagement software? Or the SalesTech categories that are the next best place for marketing to impact? Join Nancy for: - A tour of the SalesTech Landscape. - The lowdown on how SalesTech intersects with the marketing technologies you're using today. - Ideas for impacting revenue generation further along the sales pipeline.	Management Building (and Finding) a Marketing Technology Team Justin Sharaf - LogMeIn Building (and Finding) a Marketing Technology Team 1:30 PM-2:15 PM (45 min) Speakers Justin Sharaf Director, Marketing Operations, LogMeIn, @babblnbostonian Moderator Erica Seidel CEO, The Connective Good, @erica_seidel Overview Marketing technology is quickly becoming a desired career path. However, many companies still do not have marketing technology teams, and many marketing leaders don't know how to build one. Managers don't know how to write job descriptions or advertise these jobs, and job-seekers don't know how to find them. There isn't an ideal marketing technology team blueprint, or a perfect profile for a marketing technology team member, but this session will help both managers and employees find and build the best marketing technology team possible. We'll cover: - How to pitch a marketing technology team to leadership. - Who your first hire should be, and you second. And how you know when your team is complete. - Skills or profile types you should look for to build your team. - The roles and responsibilities of the team, and what responsibilities are out of bounds for the team. - How to attract and retain top marketing technology talent. - How job-seekers can stand out to hiring managers.	Solutions LeanData Customer's Case Study: Financial Force LeanData Customer's Case Study: Financial Force Overview Financial Force was running an integrated marketing stack to generate leads and pipeline. With numerous solutions within the marketing stack, Financial Force's sales and marketing teams were challenged with aligning around the data within the stack. LeanData empowered Financial Force's sales and marketing teams to align around the data to make their CRM system more intelligent to optimize for revenue. Furthermore, Financial Force's executive team were able to glean the critical insights to optimize marketing spend. Speakers David Lewis Senior Consultant, LeanData, Inc Sponsor LeanData’s Demand Management Suite helps companies make the most of their demand by building a frictionless funnel. More than 300 high-growth businesses such as Nutanix, Palo Alto Networks, Marketo and Cloudera rely on our lead-to-account matching and sophisticated routing to increase pipeline, maximize marketing ROI and close more deals. Maximize your demand with: Matching - Connect leads to accounts for a 360-view of your target accounts Routing - Assign leads and contacts in real-time to the right owner every time Insights - Measure and optimize the performance of your routing process and campaigns Attribution - Uncover insights of campaign influence on pipeline and revenue
2:15-2:30	Break
2:30-3:15	Marketing Marketing in the Age of the Connected Customer Vala Afshar - Salesforce Marketing in the Age of the Connected Customer 2:30 PM-3:15 PM (45 min) Speakers Vala Afshar Chief Digital Evangelist, Salesforce Moderator Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec Overview Note: Our original speaker, Kady Srinivasan of Dropbox had a last minute emergency and was not able to attend. Vala is stepping in to present his experience and perspective in marketing in the age of the connected customer, a topic he's explored with dozens of leading companies around the world. He'll share some of the latest 2018 global research data on how digital tech trends are impacting the buyer experience in both B2C and B2B. Vala is consistently ranked as one of the top CMO influencers and is currently Chief Digital Evangelist at Salesforce. He was previously CMO of Extreme Networks and CMO and Chief Customer Officer of Enterasys Networks. He contributes weekly technology, business and leadership articles to Huffington Post and Inc. Magazine, and hosts a weekly video show DisrupTV, inviting Fortune 1000 business executives, startup founders, venture capitalists, and tech and media personalities, to discuss business, technology, and leadership topics.	Technology Insights from Inside the Marketing Stack Anita Brearton - CabinetM Maya Gumennik - SmarterTravel, a TripAdvisor Company Bob Petrillo - Dell Insights from Inside the Marketing Stack 2:30 PM-3:15 PM (45 min) Speakers Anita Brearton Founder/CEO, CabinetM, @abrearton Maya Gumennik Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company Bob Petrillo Business Enablement & Marketing Automations, Dell Moderator Duane Schulz Martech Consultant, Independent Martech & Digital Marketing Consultant, @duaneschulz Overview Buying marketing software is child's play. Deploying and getting the most from the investment is where the magic happens. In this session, you'll get insights gleaned from hundreds of B2B and B2C stacks. Then we'll dive deep into the martech stack at Dell and Smarter Travel and learn how they: - Aligned their stacks with business objectives. - Selected or built the right anchor platforms for their environment. - Established their data strategy. - Managed (or failed) to integrate key components of their stack. - Dealt with key challenges and the lessons they've learned along the way. - Addressed the organizational challenges associated with driving stack strategy. - Are planning for continued stack and organizational evolution.	Management Solving Human Problems: A Case for Martech + Design Thinking Kirk Johnson - Lenati Solving Human Problems: A Case for Martech + Design Thinking 2:30 PM-3:15 PM (45 min) Speakers Kirk Johnson Partner, Lenati Moderator Anand Thaker CEO & Founder, IntelliPhi, @anandthaker Overview Design thinking brings human-centered mentality to marketing technology projects and can have a significant multiplier effect on the value of your martech stack. This session will walk through real-life applications in design thinking (powerful mindset, repeatable process, specific tools), giving the audience a "hands-on learning" in design thinking (and design doing) style. We'll go deep on an example of T-Mobile putting this into practice. Attending will provide you with: A deeper understanding of how design thinking can become a driver growth in the "experience economy" Examples of how to use design thinking and iterative customer insights to focus on what matters within your martech stack Specific tools you can start using today, with real-world stories of how leading companies at different maturity levels have applied and seen immediate impact	Solutions Quality Over Quantity: How EnterpriseDB Executes An Account Based Revenue Model Quality Over Quantity: How EnterpriseDB Executes An Account Based Revenue Model Overview Quality over quantity is the name of the game for EnterpriseDB's approach to ABM. Their account-based revenue strategy aims to serve defined, targeted accounts with customized content to help create sales opportunities and ultimately increase annual recurring revenue. Using a cocktail of powerful tools, including PathFactory, Engagio, Marketo, and Salesforce, James and his team target key contacts, drive engagement within buying centers with proactive outreach, and monitor behavioral data to present a full view of the account journey. By focusing on meaningful engagement metrics like time spent on content coupled with buying signals, McNamee and his team influenced fewer opportunities between Q4 2017 and Q1 2018; but it was a worthwhile trade off since the pipeline value increased by almost $3 million dollars during the same time period. Join this session to learn: The impressive results EnterpriseDB has experienced as a result of their new approach to ABM, including a 22% increase in opportunity value The engagement and behavioral metrics used to determine which target accounts are most likely to buy The tools EnterpriseDB is using to consolidate data points and generate a complete view of how accounts are engaging with content Speakers James McNamee Senior Director of ABM, EnterpriseDB Sponsor PathFactory’s Content Insight and Activation Platform helps B2B marketers understand the role of content in the buyer’s journey and discover a new class of data to optimize the path to purchase. PathFactory uses this data and insight to optimize content delivery across every channel, connecting buyers with the most relevant information whenever and wherever they click.
3:15-4:00	Refreshments & Expo Hall Time				Discover MarTech Theater 3:00-3:25 Get the Right Vendor Short List - Real Story Group Get the Right Vendor Short List - Real Story Group Overview You've identified a technology gap, but the array of vendor choices can be totally dizzying (just look at the MarTech show floor!). To simplify your selection process, you need to identify the right "short list" of vendors to approach. But how? This session will show you a different kind of approach to winnowing down a long list of vendors to just a handful of candidates for subsequent testing, using a modern methodology based on design thinking and user stories. Speakers Tony Byrne Founder, Real Story Group Sponsor Founded in 2001 as "CMS Watch," we're a team of former practitioners who found traditional analyst reports too shallow and fawning-and decided to do something better. We set out to create a new kind of research and advisory firm, one that worked only for enterprise technology customers who wanted the real story about Digital Workplace and Marketing Technologies. At a time when half of all technology projects fail, we help you make the right decisions during the key, early stages of your investments. Since 2001, more than 3000 organizations around the world have used our research and advice to improve their business. 3:30-3:45 Three Paths to ROI: Learn How Box, Pluralsight And Hitachi Achieved Marketing Performance Success - Allocadia Three Paths to ROI: Learn How Box, Pluralsight And Hitachi Achieved Marketing Performance Success - Allocadia Overview Every marketing team wants to improve the efficiency of their programs, drive more pipeline, and be able to quantify the impact they have on their company's overall success. However, the path to ROI success is different for every marketer. Some need to align teams to improve collaboration and project output, while others need to focus on improved financial management to ensure the efficiency of programs. Join this ROI mashup to learn which technologies Box, Hitachi and Pluralsight use to measure ROI and how their data flows to help them understand where to invest their next marketing dollar. Speakers Sam Melnick VP Marketing, Allocadia Sponsor Allocadia’s platform gives marketers the confidence to know where to invest their next dollar. The recognized leader in Marketing Performance Management (MPM), Allocadia enables marketers to plan strategically, invest with purpose and measure with impact, so teams are able to optimize the impact of their programs. This gives marketers the ability to drive better performance, increase ROI and improve alignment with corporate goals. Companies like Microsoft, GE Healthcare, Box and Charles Schwab manage more than $25 billion marketing dollars within Allocadia, giving their marketers the ability to drive more impact for their organization. Learn how to #RunMarketingBetter at Allocadia.com. 3:45-4:00 Data vs Goliath: Customer Data Strategies to Disrupt the Disruptors - Treasure Data Data vs Goliath: Customer Data Strategies to Disrupt the Disruptors - Treasure Data Overview A recent survey by Arm Treasure Data and Forbes Insights of 400 marketing leaders, Data vs Goliath: Customer Data Strategies to Disrupt the Disruptors uncovered surprising results about how enterprises are struggling and succeeding in leveraging data to win in the marketplace. Some are drowning in data and others are achieving market disruption by intelligently using data to transform the customer experience. Findings give insight into the state of customer data analytics, including that only 13% of organizations express a high degree of confidence that they are making the most of their available customer data. No matter where your organization is on this spectrum of data leader or laggard, the survey results outline the importance of an organizational culture that espouses a data-driven approach. In this session, we'll present case studies of successful disruptors, like Wish.com who is using customer data to redefine the shopping experience, and also leverage survey questions and results so that you can compare your company's approach to your peers. You'll get a chance to hear examples of disruption with data while answering some of the survey's questions live to find out how you stack up against our respondents. Speakers Erick Archer Smith Head of ABM, Arm Treasure Data Sponsor Arm Treasure Data enterprise Customer Data Platform (CDP) unifies data from multiple sources - online, offline, IoT and device generated data - and empowers enterprises to disrupt their markets with superior customer experiences. Our customers are creating transformational customer relationships by connecting the data dots with our CDP. Arm Treasure Data is fully owned by Arm Holdings and has a global customer base of over 300 enterprises including Fortune 500 and Global 2000 companies. Our clients manage over 130 trillion records, resulting in more predictable and profitable business results
4:00-4:45	Afternoon Keynote: Create Your Own Career Sarah Cooper - The Cooper Review Create Your Own Career Overview How can you connect your varied interests to create a career path that's uniquely you? Comedy, tech, design and writing seemingly have nothing to do with one another, but after spending years bouncing from one to the other, Sarah finally combined them all into a career made just for her, by her. In this keynote, Sarah takes us through her journey, from working in tech to becoming a full-time writer and comedian, discussing both her failures and successes (and more failures). She'll leave you with a set of tools/questions to create a career that's unique to you. Speaker Sarah Cooper Creator, The Cooper Review, Moderator Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec			Solutions What is Future-Ready Data? What is Future-Ready Data? Overview Machine learning, artificial intelligence, and other future-sounding trends have been the talk of 2018, but what does that mean for marketers and technologists that still have to solve core customer data connectivity issues? Add in the radically changing landscape around customer privacy and the prospect of building for the future can be downright daunting. This session will take a break from the madness and focus on tangible ways to get your customer data ready for tomorrow and beyond: Where most organization's data integration maturity stacks up How to think about data-first and customer-first design The overlap between marketing, customer experience, and privacy compliance Steps to realign your customer data strategy to embrace change Speakers Adam Corey Chief Marketing Officer, Tealium Sponsor Tealium revolutionizes today’s digital businesses with a universal approach to customer data orchestration – spanning web, mobile, offline and Internet of Things devices. With the power to unify customer data into a single source of truth, Tealium offers a turnkey integration ecosystem supporting more than 1,000 client-side and server-side vendors and technologies. The Tealium Universal Data Hub encompasses tag management, API hub, customer data platform and data management solutions that enable organizations to leverage real-time data to create richer, more personalized digital experiences across every team, technology, and customer touchpoint.	Discover MarTech Theater 4:30-4:55 Myths Vendors Tell - Real Story Group Myths Vendors Tell - Real Story Group Overview There's a lot of exciting technology on this show floor, but what happens when excitement becomes hype and enterprise decision-makers create plans based on unproven tools or approaches? In this fast moving session, Tony will reveal 5 key myths that vendors espouse and reveal the reality of each. You'll leave this session with a clearer view of the marketplace and a practical take on the opportunities in front of you. Speakers Tony Byrne Founder, Real Story Group Sponsor Founded in 2001 as "CMS Watch," we're a team of former practitioners who found traditional analyst reports too shallow and fawning-and decided to do something better. We set out to create a new kind of research and advisory firm, one that worked only for enterprise technology customers who wanted the real story about Digital Workplace and Marketing Technologies. At a time when half of all technology projects fail, we help you make the right decisions during the key, early stages of your investments. Since 2001, more than 3000 organizations around the world have used our research and advice to improve their business.
4:45-6:00	Networking Reception Sponsored by:				Discover MarTech Theater 5:00-5:15 How Analytically Charged Marketing Drives Better CX - SAS Institute, Inc. How Analytically Charged Marketing Drives Better CX - SAS Institute, Inc. Overview More than 60% of consumers state that experience is more important than the price they pay for goods and services. Yet, less than 10% of organizations have a complete view of their customers' experience. Something's got to give! During this session, Mark will share why marketers need to leverage both artificial intelligence (AI) and real-time analytics to ensure that their consumers enjoy relevant and compelling experiences across all touchpoints. Speakers Mark A. Chaves Director of Media Intelligence Solutions, SAS Institute, Inc Sponsor SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. SAS® Customer Intelligence solutions enable marketers to deliver extraordinary customer experiences through truly integrated marketing, across every channel including web, social, mobile, broadcast, email, in-store and beyond. SAS software’s powerful analytics put data in the hands of your business users – transforming marketing on every level. Marketing programs become more effective. Your organization becomes more efficient in execution. With deeper insights, you become more customer-centric and profitable. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®. SAS Customer Intelligence url: www.sas.com/customerjourney 5:15- 5:30 Change The Way Your Organization Works - Workfront Change The Way Your Organization Works - Workfront Overview Workfront is an enterprise modern work management tool enabling organizations to build an operational system of record. For years, Workfront has been helping customers do the right work, better, and faster and now with our recent Workfront Fusion product launch, customers can now integrate all of their systems to create a total operational system of record. Join us in this session to learn how Nordstrom is boosting productivity with Workfront Fusion, Workfront's robust and codeless integration platform. Prior to using Workfront Fusion, Nordstrom had many disparate marketing applications, duplicate manual processes and was meeting continually on changing marketing needs. Now, with Workfront Fusion, Nordstrom is redirecting time savings to focus on higher - value work, increasing productivity by eliminating redundant work, reducing manual processes while also supporting code-free integration. Speakers Jessica Maughan Product Marketing Manager, Workfront Sponsor Workfront is the first modern work management platform that breaks down the barriers of getting work done, providing one place to orchestrate and accelerate work. At its core, Workfront is built for people. See why more than 4,000 of the world’s most forward-thinking brands love Workfront at workfront.com.

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Time	Wednesday, October 3
7:30-9:00	Breakfast & Registration
8:15-8:45	Breakfast Keynote: How Marketers Tackle Consent and Preference Management for GDPR, California Consumer Privacy Act and Global Privacy Laws Jaymin Desai - OneTrust Breakfast Keynote: How Marketers Tackle Consent and Preference Management for GDPR, California Consumer Privacy Act and Global Privacy Laws Overview Consent is an active area that many organizations are currently struggling with in The General Data Protection Regulation (GDPR), and new laws such as ePrivacy, the California Consumer Privacy Act and other global regulations. However, the value it brings to data subjects and your market advantage is unparalleled. Consent impacts both B2B and B2C marketing activities, as well as deeper business activities that may require consent such as automatic decision making, processing special categories of data or cross-border data transfers. This session will help clarify why consent is so unique under these global privacy laws, when you do (and don't) need consent and practical case studies of how to tackle consent, re-consent and preference management in practice. Speakers Jaymin Desai CIPP/E, CIPM & Privacy Engineer, OneTrust Sponsor OneTrust is the largest and most widely used dedicated privacy management technology platform used by more than 2,000 customers, including 200 of the Global 2,000, for compliance with global data privacy regulations, including the GDPR, CCPA, ePrivacy and more. OneTrust helps organizations implement global privacy requirements, including Data Protection by Design and Default (PbD), Data Protection Impact Assessments (PIA/DPIA), Vendor Risk Management, Incident and Breach Management, Records of Processing (Data Mapping), Consent Management, Cookie Consent Banners, GDPR Data Subject Rights and CCPA Consumer Rights. To learn more, visit OneTrust.com.
9:00-10:30	MAIN STAGE KEYNOTES: How AI Will Let Us Be Marketers Again Michael Trapani - IBM Where Does Creativity Fit in a Data-Driven World? Michael Tidmarsh - Ogilvy Worldwide How GDPR, Privacy, Identity, and Blockchain Are Shaping the Next Wave in Martech Evolution Andrew Frank - Gartner The Emergence of Crypto-Native Martech: Tools of the Future, Already Here Today Jeremy Epstein - Never Stop Marketing How AI Will Let Us Be Marketers Again Overview Smart marketers have always known they need to work with data. But with dozens of channels and endless tools, many of us feel more like data analysts than creative marketers. Join Michael as he explores new and exciting ways that AI is clearing our schedules, and getting us get back to marketing. Speaker Michael Trapani Global Product Marketing Leader, IBM Watson Marketing, IBM, @ThatsLogical Moderator Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec Where Does Creativity Fit in a Data-Driven World? Overview Is creativity resigned to become a forlorn bit-player in the business of marketing? Does the burden of the "marketing effectiveness monkey" sit tamed and compliant atop the shoulders of virtually limitless data, machine learning and always on, real-time processing? The hell it does. No matter what you told the CFO. What you can achieve with a powerful martech stack can feel akin to those of a marketing super-hero, making us giddy with the excitement of data-inspired possibilities. But customers are still human, and where humans are involved logic is, at best, only half of the story. In this session, Micheal will consider how the role of creativity in the context of a data-driven world. How creativity is evolving, and what it takes to fuse creativity and data-driven tactics to create new opportunities for success. Speaker Michael Tidmarsh CTO, Ogilvy Worldwide, Moderator Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec How GDPR, Privacy, Identity, and Blockchain Are Shaping the Next Wave in Martech Evolution Overview Just as martech begins to fulfill its promise of deeply personalized relationships with customers, walls are going up around personal data. New privacy laws, eroding trust in data security and the growing dominance of walled garden platforms over every aspect of our digital lives are making it hard for martech to deliver its promise. Find out how decentralized technologies like blockchain are inspiring innovators to disrupt the digital marketing ecosystem and return power to consumers and brands. We'll cover: - How GDPR and privacy concerns are impacting marketing and identity management. - What problems blockchain-based identity and advertising models address. - How marketers and martech providers can participate in these new models. Speaker Andrew Frank VP, Distinguished Analyst, Gartner, Moderator Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec The Emergence of Crypto-Native Martech: Tools of the Future, Already Here Today Overview William Gibson famously said, "the future is already here, it's just unevenly distributed." After more than two years in the world of blockchain and cryptocurrencies - working with some of the most innovative start-ups such as Zcash, OpenBazaar, DAOstack, ARK, and SALT - a new set of capabilities and tools has emerged that marketers of the future are going to want and need to succeed. Attend this session for a look into the future and to learn how these technologies will help you become a better marketer. You'll get an inside look at: - crypto token generation and distribution engines - crypto-collectible commerce platforms - crypto-loyalty platforms - token-based event promotion tools - blockchain research and analytics suites - crypto-token based prediction protocols - smart contract creation and auditing tools Speaker Jeremy Epstein CEO, Never Stop Marketing, @jer979 Moderator Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec			Solutions 9:00-9:30 AI in Marketing: It's Not Just for Analytics Anymore AI in Marketing: It's Not Just for Analytics Anymore Overview Artificial intelligence and machine learning have long been applied to marketing in areas such as search, recommendation engines, speech recognition, and business intelligence/ forecasting. Now, CMOs are taking AI a step further, using it to conduct massive multivariate tests and execute marketing campaigns at an unprecedented scale. The result is a more predictable and scalable flow of leads from target accounts. In this presentation hear Peter Tarrant at Tipalti discuss Tipalti's use of artificial intelligence and machine learning to scale demand generation and fuel Tipalti's account-based marketing program. Speakers Peter Tarrant ABM Manager, Tipalti Gil Allouche Co-founder and CEO, Metadata.io Sponsor Metadata fuels your marketing campaigns with opt-in marketing qualified leads using patent-pending technology that taps into your CRM data to automatically analyze and map your target persona. Metadata then uses look-a-like modeling to target relevant prospects to optimize your paid media spend and boost conversion rates by 3-5X. Among our featured customers are Datawatch, AtScale, Concurrent, Cisco, UBM, Datawatch, OOMA and others. 10:00-10:30 The Future of Martech: Clouds, AI, Connectivity, and Organizational Issues The Future of Martech: Clouds, AI, Connectivity, and Organizational Issues Overview The Martech landscape is changing, its constant. We are seeing the emergence of CDPs, a more dominant positioning of AI and decision management, and platforms that enable connectivity across the entire consumer experience. These capabilities are being deployed in cloud based environments that promote marketing agility through high velocity adaption. Organizations must come to terms with the role of these capabilities and rationalize these into their suite of Martech capabilities. They must also understand the implications to the organization. Key Take-aways: There are some major drivers of change in Martech: CDPs, AI, identity management and cloud. These changes can be the fulcrum for both technology and organization change. What organizations will need to do to adapt to these changes.Organizational Issues Speakers Matthew Mobley Chief Technology Officer, Merkle Sponsor Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 6,800 employees, Merkle is headquartered in Columbia, Maryland, with 19 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or marketing@merkleinc.com or visit www.merkleinc.com
10:30-11:15	Refreshments & Expo Hall Time				Discover MarTech Theater 10:35-11:00 The Right Way To Buy Marketing Technology - Real Story Group The Right Way To Buy Marketing Technology - Real Story Group Overview Implementing the right technology is a critical precondition to your digital marketing success, yet industry surveys suggest that more than half of all toolset selection projects fail to identify the best solution for the customer's needs. Why? Enterprise selection teams too often follow a "waterfall" method that involves long lists of required features and too little human involvement and testing. In this session, Tony - author of The Right Way to Select Technology - will show you a more agile selection process that incorporates the latest in design thinking. Speakers Tony Byrne Founder, Real Story Group Sponsor Founded in 2001 as "CMS Watch," we're a team of former practitioners who found traditional analyst reports too shallow and fawning-and decided to do something better. We set out to create a new kind of research and advisory firm, one that worked only for enterprise technology customers who wanted the real story about Digital Workplace and Marketing Technologies. At a time when half of all technology projects fail, we help you make the right decisions during the key, early stages of your investments. Since 2001, more than 3000 organizations around the world have used our research and advice to improve their business. 11:00-11:15 Technical, Mobile, Data: The Nuts And Bolts Of Advanced Technology And What To Do With It - SEMrush Technical, Mobile, Data: The Nuts And Bolts Of Advanced Technology And What To Do With It - SEMrush Overview In today's hyper-competitive digital landscape, marketers rely on competitive intelligence and must adapt towards a mobile audience. Join SEMrush and learn about the most important mobile traffic trends and strategies, technical SEO musts, and how to utilize your competitors' traffic analytics data in order to craft the perfect marketing strategy. Speakers John Carsia Sales Executive, SEMrush Sponsor SEMrush is the leading digital marketing toolkit for SEO, PPC and content marketing professionals worldwide. With over 25 tools and 140 global databases, we offer solutions for anyone that needs to make data-driven decisions for an online business. No other service in the industry offers the same quality of data or number of tools for the price of a SEMrush subscription. The software is great for both agencies and in-house teams. The easy workflow between tools and reports make it an obvious solution for marketing teams of all sizes. You can even integrate your Google accounts (Search Console and Analytics) with SEMrush to pair your internal analytics with market data.
11:15-12:00	Marketing Marketing Transformation: Lessons from Retail Giants Eric Rotkow - Zee Jay Digital Kelley Troia - Whole Foods Marketing Transformation: Lessons from Retail Giants 11:15 AM-12:00 PM (45 min) Speakers Eric Rotkow Managing Director, Zee Jay Digital Kelley Troia Former Head of Marketing Operations, Whole Foods Moderator Erica Seidel CEO, The Connective Good, @erica_seidel Overview Despite businesses planning on spending $1.3 trillion (USD) on digital transformation initiatives, many professionals are still confused about what digital transformation means for both their companies and their individual jobs. So much so, that 70% of these initiatives fail to reach their goals. As expectations for marketing grow, leaders don't have the option to fail at driving change. Organizations must evolve to stay competitive, to better serve your customers, and to continue attracting top talent. And, there's more to it than just deploying technology and digitizing processes. In fact, if you start with only technology, your efforts are more likely to fall short. This session offers a holistic approach to top down, sustainable change uniquely for marketing, with real world case studies focusing in grocery and retail. You'll gain insights into: How grocers and retailers are responding to disruption How to overcome team silos and connect your people Ways to create the right processes to support your customers and team Seeing the big picture of your martech stack to support your operating model	Technology Untangling Your Martech Stack Michelle Voorhies - Ashley Furniture Untangling Your Martech Stack 11:15 AM-12:00 PM (45 min) Speakers Michelle Voorhies Former Sr Director Marketing Capabilities, Ashley Furniture Moderator Jeffrey Eckman CEO, Blue Green Brands, BGC, @bluegreenbrands Overview In today's marketing technology environment, every tool promises to increase your marketing efficiency by 20 percent -- surfacing insights, identifying the perfect audience and leveraging advanced artificial intelligence. They advise putting their tool at the center of all of your marketing efforts. Some tools even offer the promise of completely erasing the need for human interaction. Wait. What exactly do they do? In this session, you'll hear how a seasoned marketing technology professional guided her organization to simplify their marketing stack. She'll discuss removing unnecessary tools and identifying what you need to buy versus build. Key take-aways include: - Helping you understand if you need a marketing attribution tool or if your business intelligence team can do the same thing for less. - Understanding when it make sense to own your own DMP vs. leaning on your agency. - Learning how to decide if having multiple tools that help you identify your target audience is better than a single, centralized approach.	Management The Rise of the Strategic Marketing Operations Function Debbie Qaqish - The Pedowitz Group The Rise of the Strategic Marketing Operations Function 11:15 AM-12:00 PM (45 min) Speakers Debbie Qaqish Chief Strategy Officer, The Pedowitz Group Moderator Anand Thaker CEO & Founder, IntelliPhi, @anandthaker Overview In today's economy, marketing operations has quickly become a competitive advantage and differentiator. Driven by the requirement to demonstrate financial results, the need for companywide digital transformation and the pressure to pivot to customer intimacy as a strategy, marketing is under pressure to deliver like never before. In this environment, the CMO will need to apply left-brained thinking to solve increasingly complex and challenging situations. The marketing ops charter is rapidly morphing and maturing with the primary mission of driving efficiency and effectiveness to enable marketing's attainment of goals and revenue objectives. And now, that charter also encompasses a wider set of strategic responsibilities that amplifies the need for the CMO to drive and develop a "Strategic Marketing Operations Group." You will leave this case-based session knowing: - The difference between a regular and a strategic marketing ops group -- and why it matters to executives. - The five stages of maturity to achieve a strategic marketing ops function. - Two organizational models that depict a strategic marketing op function.	Solutions How Pegasystems, Eastern Bank & Commonwealth of MA Are Tackling the Big Ideas in Digital How Pegasystems, Eastern Bank & Commonwealth of MA Are Tackling the Big Ideas in Digital Overview Join us for an enlightening and lively discussion with a panel of Acquia customers. These leaders are on the forefront of new technology, pushing the boundaries of digital experience, and all the while staying in the trenches to achieve real transformation. This panel is for you if you've ever wondered: What do marketing and digital leaders need to prioritize in 2019? How are leaders across industries doubling down on the customer experience and delivering customer moments that matter? When it comes to managing global teams and/or products, how do digital teams combat chaos and sprawling digital properties? Why are leading brands and organizations choosing open source technology to power their martech stacks? You'll walk away with inspired stories, best practices, and actionable insights on how to turn these big ideas in digital into reality. Speakers Lynne Capozzi CMO, Acquia Tom Bachmann VP Digital, Pegasystems Holly St. Clair CDO, Commonwealth of MA Kyle Costello VP Digital & Direct Response, Eastern Bank Sponsor Acquia is the open source digital experience company. We provide the world’s most ambitious brands with technology that allows them to embrace innovation and create customer moments that matter. At Acquia, we believe in the power of community - giving our customers the freedom to build tomorrow on their terms. To learn more, visit acquia.com.
Noon-1:30	Lunch, Expo Hall Time Lunch Presentation: Behind the Buzzword of Digital Transformation: What it Really Takes in Talent & Technology Lunch Presentation: Behind the Buzzword of Digital Transformation: What it Really Takes in Talent & Technology Overview Brands are talking about the importance of going through digital transformations to stay competitive with digital disrupters. But what does digital transformation actually mean? How do you put it into practice? And who and what needs to be involved? BlueConic's SVP of Strategy and former Forrester analyst, Cory Munchbach, hosts a fireside chat with Bob's Discount Furniture VP of Customer Experience & Digital Innovation, David Levin. You'll hear directly from Levin about how Bob's Discount Furniture approaches its digital transformation. Find out how his project got off the ground, the challenges they needed to solve, who was involved, what technologies make up their martech stack, and where they plan to go next. Speakers Cory Munchbach SVP of Strategy, BlueConic David Levin VP, Customer Experience & Digital Innovation, Bob's Discount Furniture Sponsor BlueConic, the world’s leading customer data platform (CDP), liberates marketers’ first-party data from all the disparate systems in which it currently exists, and makes it available wherever and whenever it is required by the marketer. More than 200 consumer and B2B brands, including Hearst Newspapers, Moen, T-Mobile, ING, America’s Test Kitchen, and American Kennel Club, leverage BlueConic to automate their first-party data collection across sources, unify it into robust, person-level profiles, and activate it in BlueConic or external marketing platforms to improve customer-centric engagement. Founded in 2010, the company is headquartered in Boston, with offices in Europe. Lunch Presentation: More Data, Less Hype: How Real-Time Analytics Brings Customer Experiences to Life Lunch Presentation: More Data, Less Hype: How Real-Time Analytics Brings Customer Experiences to Life Overview While big data and analytics have been hot marketing topics for the past several years, there is still a whole lot of hype and misunderstanding about what is possible for companies that embrace the power of analytics. This session will take the audience on a journey of what is possible - and perhaps more importantly, what is being done today by companies embracing a culture of analytics. Daniel Newman, six-time best-selling author and Principal Analyst at Futurum Research, will lead a discussion with global experts Wilson Raj of SAS, Maneeza Malik of Intel and Paul Barrett of Accenture as they share their first-hand experiences of helping companies fuel massive growth through analytics. Speakers Daniel Newman Principal Analyst, Futurum Research Wilson Raj Global Director of Customer Intelligence, SAS Maneeza Malik Senior Advanced Analytics & AI Marketing Manager, Intel Paul Barrett Managing Director, Accenture Applied Intelligence Sponsor SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. SAS® Customer Intelligence solutions enable marketers to deliver extraordinary customer experiences through truly integrated marketing, across every channel including web, social, mobile, broadcast, email, in-store and beyond. SAS software’s powerful analytics put data in the hands of your business users – transforming marketing on every level. Marketing programs become more effective. Your organization becomes more efficient in execution. With deeper insights, you become more customer-centric and profitable. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®. SAS Customer Intelligence url: www.sas.com/customerjourney				Discover MarTech Theater 12:30-12:55 Visualize Your Martech Stack - Real Story Group Visualize Your Martech Stack - Real Story Group Overview Visualizing the collection of tools and platforms that make up your MarTech stack is essential for understanding your as-is environment. And -- more importantly -- envisioning and implementing your idealized future state. This fast-paced session will offer some alternative reference models for visualizing your existing and future stacks. Pick and choose which one works best for you, and then take it back home to impress your peers! Speakers Tony Byrne Founder, Real Story Group Sponsor Founded in 2001 as "CMS Watch," we're a team of former practitioners who found traditional analyst reports too shallow and fawning-and decided to do something better. We set out to create a new kind of research and advisory firm, one that worked only for enterprise technology customers who wanted the real story about Digital Workplace and Marketing Technologies. At a time when half of all technology projects fail, we help you make the right decisions during the key, early stages of your investments. Since 2001, more than 3000 organizations around the world have used our research and advice to improve their business. 1:00-1:15 Plan and Track: Ensuring Campaign Success - YouGov Plan and Track: Ensuring Campaign Success - YouGov Overview Market research technology can help marketers to understand their audiences and plan a large-scale campaign, enabling brands to target even the most niche audiences. But, what if you could also track the effectiveness of that campaign using the same technology? Join Ted Marzilli, CEO of Data Products as he uses YouGov's syndicated data products to analyze the targeting and impact of Nike's recent politically charged "Dream Crazy" marketing campaign featuring Colin Kaepernick. Speakers Ted Marzilli CEO of Data Products, YouGov Sponsor YouGov is an international data and analytics group that continuously collects opinions from across the world. Our offerings include our syndicated audience analysis and brand tracking tools, quick turnaround surveys, and a full range of custom research with analysis from industry experts. Whether it’s what people think about brands, politics, current affairs, or the things you talk about with your friends, we have data on it. 1:15-1:30 Capitalizing on your Customer Intelligence to Deliver Superior Marketing Return - NGData Capitalizing on your Customer Intelligence to Deliver Superior Marketing Return - NGData Overview The value of NGDATA's Intelligent Customer Data Platform to earn greater engagement and loyalty by understanding your customer, their needs and their interests. Sourcing and maintaining an "always-on" single view of the customer that drives superior insights, increased marketing campaign efficiency and profitable customer interactions. Leveraging real-time customer data through augmented analytics and machine learning models. Speakers Chelsea Lawley Marketing Analytics Domain Expert, NG Data Sponsor NGDATA helps brands in data-driven industries, such as financial services, telecom, utilities and hospitality, to drive connected customer experiences. Our AI-powered CDP and Digital Transformation Services put people at the center of every business via Customer DNA, which continuously learns from behavior to deliver compelling experiences for brands across the globe. NGDATA is headquartered in Gent, Belgium and has offices in the United States, Europe and Asia-Pacific.
1:30-2:15	Marketing Breaking Down Data Silos to Increase Sales: The Data Strategy of the NBA's Utah Jazz Jared Geurts - LHM Sports and Entertainment Breaking Down Data Silos to Increase Sales: The Data Strategy of the NBA's Utah Jazz 1:30 PM-2:15 PM (45 min) Speakers Jared Geurts Sr. Director, Analytics, LHM Sports and Entertainment Moderator Jeffrey Eckman CEO, Blue Green Brands, BGC, @bluegreenbrands Overview The Utah Jazz needed to unlock the power of its customer data to offer personalized ticket packages and offers. Its previous strategy -- where all users received the same marketing messages at the same time -- did not draw upon customer data insights and served only to promote the offers the team thought were best. Customer needs, which they'd demonstrated by past behavior and preferences, were benched. In this session, you'll learn just how the Jazz overcame the challenges of managing data across third-party sites such as Ticketmaster, where their customers purchase tickets. By adopting cross-domain tracking, bridging data silos and pulling data from all sources -- including mobile and desktop -- they were able to achieve 360-degree views of individuals and deliver personalized marketing campaigns. This comprehensive data approach enabled the team to discover each user's preferences and act upon them in real time -- for example, knowing which fans are likely to respond to what messaging when the Jazz are playing the LA Lakers. In this session you'll learn: - The importance of listening to your customers and offering personalized experiences to improve customer experience, sales and long-term brand loyalty. - The challenge and solution to cross-domain tracking. - Techniques to bridge data silos and empower marketers to deliver effective, real-time and relevant messaging. - Where the Jazz plan to take their customer experience strategy next.	Technology How IT and Marketing Can Use Microservices to Peacefully Co-exist and Serve the Needs of Customers Kelly Goetsch - commercetools How IT and Marketing Can Use Microservices to Peacefully Co-exist and Serve the Needs of Customers 1:30 PM-2:15 PM (45 min) Speakers Kelly Goetsch Chief Product Officer, commercetools, @KellyGoetsch Moderator Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec Overview Microservices -- small independent applications that expose an API to marketing -- are rapidly becoming popular in enterprises because of the separation they allow between IT and marketing. Microservices allow IT to focus on building and exposing dozens or even hundreds of these 'Lego-brick'-style APIs, which lets marketing focus on building experiences for customers. A clear delineation allows both sides to work more independently and efficiently with fewer conflicts and less coordination. In this session, you'll learn: - The central characteristics of microservices. - How microservices benefit customers. - How APIs and microservices intersect. - Where IT's responsibilities end... and where marketing's responsibilities begin.	Management Staying Ahead of the Curve: How to Build a Martech Roadmap Your Organization Can Rally Around Michael Lukich - Booz Allen Hamilton Staying Ahead of the Curve: How to Build a Martech Roadmap Your Organization Can Rally Around 1:30 PM-2:15 PM (45 min) Speakers Michael Lukich Executive Leader, Marketing Analytics & Insights, Booz Allen Hamilton, @MichaelLukich Moderator Duane Schulz Martech Consultant, Independent Martech & Digital Marketing Consultant, @duaneschulz Overview Marketers face the daily pressures of driving leads and revenues. It's easy to become reactionary and focus on the current quarter while losing sight of opportunities to invest in future growth. When it comes to thinking through marketing technologies, it's important to break out of the present-day mindset and plan for the future, thinking several years ahead of the rest of your company. Only then will you be able to create a strategy that fuels sustained growth. By the end of this session, you will have a clear understanding of how to organize your own marketing technology landscape and develop a 3-5 year roadmap for your organization. We'll dive into how to: - Create a framework specific to your organization. - Assess your current state martech capabilities. - Identify initiatives to impact your business. - Prioritize your efforts based on value and timing. - Socialize to gain alignment with key stakeholders.	Solutions From Lame to Fame: A Modern Marketing Transformation Story From Lame to Fame: A Modern Marketing Transformation Story Overview With thousands of solutions available in the market, selecting the right technologies to add to your martech stack is challenging for even the savviest of organizations. The risk and complexity is exponentially greater when those same solutions must be integrated with proprietary technologies and deployed in an enterprise organization of more than 15,000 employees. Executing a strategy of this magnitude without causing disruption to the business is tricky, to say the least. In this session, you'll hear about Infor's disparate martech stack, and how they embraced digital transformation to become a modern marketing machine. During the session, you'll learn about: The solutions deployed to provide a view across the entire campaign lifecycle - from planning and budgeting to execution and results The steps, processes, and timelines along the digital transformation journey This is a true insiders' look at a successful enterprise marketing implementation, and a must-attend session for any marketing leader. Speakers Chris Travis Director, Global Marketing Operations, Infor Kerry Nelson Sr. Director of Marketing, Infor Sponsor Infor Customer Experience delivers purpose-built sales and marketing solutions that enable organizations to drive consistent, exceptional, and personal experiences over any channel across the entire customer lifecycle, from marketing planning and budgeting, campaign management, awareness creation, sales automation, configure-to-quote and contracts, to customer engagement. Learn more at www.infor.com/cx.
2:15-2:45	Refreshments & Expo Hall Time (Expo Hall closes at 3:00PM)				Discover MarTech Theater 2:15-2:30 Get The Right Vendor Short List - Real Story Group Get The Right Vendor Short List - Real Story Group Overview You've identified a technology gap, but the array of vendor choices can be totally dizzying (just look at the MarTech show floor!). To simplify your selection process, you need to identify the right "short list" of vendors to approach. But how? This session will show you a different kind of approach to winnowing down a long list of vendors to just a handful of candidates for subsequent testing, using a modern methodology based on design thinking and user stories. Speakers Tony Byrne Founder, Real Story Group Sponsor Founded in 2001 as "CMS Watch," we're a team of former practitioners who found traditional analyst reports too shallow and fawning-and decided to do something better. We set out to create a new kind of research and advisory firm, one that worked only for enterprise technology customers who wanted the real story about Digital Workplace and Marketing Technologies. At a time when half of all technology projects fail, we help you make the right decisions during the key, early stages of your investments. Since 2001, more than 3000 organizations around the world have used our research and advice to improve their business. 2:30-2:45 The Day Marketing Held Sales Accountable - VanillaSoft The Day Marketing Held Sales Accountable - VanillaSoft Overview Virtual Causeway is a world-class demand generation agency that works with industry leaders such as SAP, Salesforce.com, Wall Street Journal, and Bloomberg. They need their marketing program spend to generate as many marketing qualified leads (MQL) as possible, and they need those MQLs turned into sales qualified leads (SQL). They must be able to prove that Marketing spend generates a clear ROI. The problem was that Sales rejected over half of their MQLs, even though Marketing knew they should not have been rejected. For Marketing, this resulted in excess program spend, lead flow shortfalls, intra-departmental conflict, and an overall questioning of Marketing's effectiveness and contribution. Learn how Virtual Causeway overcame all of this, and implemented highly scalable processes by implementing an effective sales engagement strategy. Speakers Darryl Praill Chief Marketing Officer, VanillaSoft Sponsor VanillaSoft, the industry’s most successful sales engagement platform, helps sales development teams engage over 10,000,000 contacts every month. Used standalone, or in combination with existing traditional CRM systems, VanillaSoft empowers sales reps to respond to new leads faster, interact with leads more consistently, across more channels, and generate more qualified sales opportunities. Globally, thousands of users employ VanillaSoft’s queue-based sales engine and intellective routing to implement sales cadence automation resulting in substantial gains in speed-to-lead, persistency, productivity and revenue-per-rep. VanillaSoft is a privately held company headquartered in Plano, Texas, USA. To learn more, visit www.vanillasoft.com.
2:45-3:30	Marketing How Autodesk Increased Sales with an AI-Powered Chatbot Siara Nazir - Autodesk How Autodesk Increased Sales with an AI-Powered Chatbot 2:45 PM-3:30 PM (45 min) Speakers Siara Nazir Head of Digital Marketing, Autodesk, @siaranazir Moderator Duane Schulz Martech Consultant, Independent Martech & Digital Marketing Consultant, @duaneschulz Overview Google CEO Sundar Pichai demonstrated a future of engaging, vertically integrated AI when he used Google Assistant to call and book a hair appointment. Use cases for business will be even more complex and compelling in the near future. In this session, Siara will describe how Autodesk developed and deployed a persona-driven AI chatbot using data that segments users by behavior and usage, rather than traditional demographics. By pairing persona data with SSO customer entitlement detection, the Autodesk digital marketing team delivers an experience that improves conversion rates, chat engagement and higher average cart value per subscriber.	Technology An Algorithmic Approach to Promotion Campaigns Ilya Katsov - Grid Dynamics An Algorithmic Approach to Promotion Campaigns 2:45 PM-3:30 PM (45 min) Speakers Ilya Katsov Director, Industrial AI Practice, Grid Dynamics Moderator Anand Thaker CEO & Founder, IntelliPhi, @anandthaker Overview Modern marketing channels provide great opportunities for personalized, real-time interactions with customers. These opportunities are also a great challenge from an efficiency standpoint because marketing systems need to make millions or billions of decisions specific to individual customers, products, and moments in time. To optimize such micro-decisions, one has to account for various signals and use advanced statistical analysis to learn patterns from historical and ongoing data. In this talk, you will learn about automatic decision-making and AI capabilities for marketing and promotion campaigns. These campaigns generally require making a wide range of decisions related to targeting, budgeting, and pricing. Many of these decisions can be efficiently optimized using economic modeling, machine learning, and numerical optimization. You'll gain insight into how through a methodology that helps to develop highly automated promotion management systems from the starting point of the top-level business objectives through execution. By attending this session, you'll gain insights into: - a methodology for AI adoption in marketing technology applications - the architecture of software systems that can autonomously optimize and execute promotion campaigns - data engineering for automated decision-making, as well as extraction of advanced customer and content attributes that help to make smarter targeting decisions - how to optimize your targeting decisions based on business objectives - the difference between static and dynamic optimization of budgeting decisions - how to optimize pricing decisions and promotion parameters	Management Building Marketing Leaders of the Future Joy Howard - Sonos Kieran Luke - General Assembly Geoffrey Sanders - Casper Building Marketing Leaders of the Future 2:45 PM-3:30 PM (45 min) Speakers Joy Howard CMO, Sonos Kieran Luke GM, Credentials, General Assembly Geoffrey Sanders Senior Vice President of Growth, Casper Moderator Erica Seidel CEO, The Connective Good, @erica_seidel Overview Today's marketing leaders have ever-increasing responsibilities across technology, data, multiple media channels, ROI optimization and more. Despite all these duties, though, there's an unclear path to leadership in the field. To solve for this, General Assembly's Marketing Standards Board, a group of marketing leaders across the consumer goods, technology, publishing, and education sectors, has worked to define excellence in the field and provide transparency into the skills that drive success at each stage of a marketer's career. In this session, you'll learn about the Marketing Career Framework, and how it can be used in your marketing organization. Key takeaways include: - How to define clear expectations on the skills needed to make it to leadership. - Avoidance of getting trapped in a silo (e.g, expert at SEO or Conversion). - A standard definition and context around how each role contributes to achieving marketing objectives. - How to build well-balanced teams and explain development to high-potential marketers. - Help in understanding assessments that correspond with the framework that will be useful to marketing leaders to measure team capabilities, validate new candidate skills and increase diversity in the marketing talent pool.	Solutions Conquering Your Content Management Challenges To Better Engage Today's Customers Conquering Your Content Management Challenges To Better Engage Today's Customers Overview Providing a great digital experience used to mean having a sweet-looking website. But engaging today's customers requires providing the right content, to the right audience, at the right time, through the right channels. The key to it all is content management. Join leading CMS-provider Magnolia and digital experience experts Productive Edge as they teach you how to overcome common content management challenges that prevent organizations from creating seamless and impactful digital experiences. During this session, you'll gain insight into: Figuring out which content is (and isn't) helping customers along their journey Building a fool-proof content coordination strategy to drive content efficiently and effectively How a content management system can work flawlessly with your existing MarTech tools Speakers Brian Warrick General Manager, North America, Magnolia Vitesh Radhakisson Lead Technical Architect, Productive Edge Sponsor Magnolia CMS is a content management system that empowers enterprises to deliver exceptional digital experiences. Serve up just the right content for your customers with personalization while ensuring consistent experiences across channels. Magnolia is designed to integrate seamlessly with your other critical marketing technologies, allowing both marketers and IT to use tools that deliver the most value to customers. Leading organizations like Jet Blue, Virgin America and New York Times are already leveraging Magnolia to enhance their digital presence. Visit www.magnolia-cms.com or call +1 305 267 3033 for more information.
3:30-3:45	Break
3:45-4:45	Closing Keynote: Just Evil Enough: Hacking Markets in the Attention Economy Alistair Croll - Lean Analytics Just Evil Enough: Hacking Markets in the Attention Economy Overview Great companies turn existing platforms into advantages in unexpected ways. But most firms, regardless of size, worry too much about what to make and not enough about whether anyone will care. We need a new definition of marketing for the attention economy: creating attention you can turn into profitable demand. And that means thinking like a hacker, looking for zero-day growth exploits and subverting a platform. It means reframing customer mindsets using the latest behavioral psychology. It means being just evil... enough. In this wide-ranging keynote, best-selling author and entrepreneur Alistair Croll looks at unorthodox strategies for launching and growing projects -- and some of the ethical issues these approaches imply. His blunt take on go-to-market strategy will forever change the way you think about audiences, media and campaigns. Speaker Alistair Croll Author, Lean Analytics, Moderator Scott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec			Solutions Jaguar Land Rover: Lessons Learned on the Road to "One Source of Truth" Jaguar Land Rover: Lessons Learned on the Road to "One Source of Truth" Overview As the first global agency-client joint venture model, Spark44 and Jaguar Land Rover share a vision, financial stakes, and more than 100,000 digital assets. Spark44's North America Operations Director, Jerry Melichar, will discuss how Spark44 is collaborating across borders to add creative workflow and project management functionality to their global DAM platform. The challenges are many, but the potential rewards are invaluable. In this presentation, Jerry will share the Insights Spark44 has gained along the way and highlight a few mistakes to avoid. If you've ever wondered how a household name like Jaguar Land Rover manages to execute their creative vision flawlessly in a highly competitive and ever-changing industry, this is one presentation you won't want to miss. Speakers Jerry Melichar Director of Operations, North America, Spark44 Sponsor censhare is a universal, smart content management software vendor that provides content and marketing solutions that solve the digital transformation challenges of collaboration and personalized communication for global brands such as Dyson, Jaguar Land Rover, IKEA, and Kohl’s.

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