Overview

The complexities and nuances of reaching subscribers' inboxes are more challenging than ever, and it's only getting more complicated. Evolving algorithms monitoring incoming email, new data regulations and heightened awareness of digital fraud have ushered us into the era of optimizing for our subscribers’ trust.

A seemingly infinite combination of variables can make or break your email marketing. Email optimization and deliverability go hand-in-hand when it comes to sending emails, and that’s why we've created the very first resource for marketing professionals that encompasses the elements of both.

From infrastructure requirements to email design and emerging technologies, the Periodic Table of Email Optimization and Deliverability is a comprehensive new resource designed to guide you through the different elements required to keep your emails out of the spam folder and in front of your subscribers. You'll be the first to see this new resource in this special theater session.

Overview

Direct mail is a tactic that's often overlooked when creating a multi-channel marketing strategy. But why? When you look at the numbers, there's no denying the power of a well executed direct mail campaign. It pulls response rates that range from five to nine times greater than that of email, paid search, or social media. So why aren't more marketers harnessing the power of online and offline channels to have more effective conversations with their target audience?

In this quick session with Outgage's CEO, Mika Kayt, we will walk through an in-depth analysis of how one publicly traded company saw engagement rates of 46% using Outgage to deliver high impact direct mail campaigns. As part of the session, you will also get a chance to unlock your own special direct mail campaign to really understand the simplicity and the power of a direct mail platform.

After this session, you'll have a fresh perspective on just how powerful direct mail can be and the steps you can take to motivate your audience to convert and engage more than ever before.

Overview

Discover what sets CDPs apart from other martech tools, how they’re helping marketers to solve problems and exceed their goals, and what qualities you should look for in a CDP for your organisation. Plus, find out what our recent customer data research survey revealed!

Overview

When your marketing team is fragmented-with different groups owning strategy, digital, events, and content-you run the risk of inconsistent messaging, frustrated marketers, and missed market potential. Learn how top companies from the Fortune 500 leverage the latest in software to revolutionize their business processes and get their teams communicating more effectively.

Overview

Omni-channel marketing and engagement strategies are forcing enterprises to rethink investments in their current tech stacks. You're trying to integrate inbound and outbound, while aligning marketing and engagement silos...but how? And what does this mean for your future stack?

This fast-paced session from independent analyst firm Real Story Group will offer a new reference model for taking a more enterprise-wide approach to your stack. Come away with a fresh blueprint for mastering the omni-channel future.

Overview

Every company is aiming to provide better digital experiences. So, how can yours stand out?

The answer is speed-to-market. You need to beat competitors to the punch. This requires implementing processes and technologies that accelerate the speed of your marketing and IT operations. Focusing on the efficiency of your teams and balancing your digital properties are also keys to success.

Join Jabil, a Fortune 500 company, as they explain how they accelerated the pace at which they can get digital campaigns and new product information out to market. You’ll learn about:

• How Jabil streamlined content operations by consolidating its multitude of sites
• Jabil’s push to the cloud, meant to improve marketing efficiency of its $19 billion business
• Shrinking time of development from weeks to days for new functionality
• Developing a high-performing content model with optimal workflows
• How a headless approach to content management helped Jabil go beyond the website to push content rapidly across a variety of channels

Overview

By 2020, 85% of all customer engagement will take place without the aid of a human...so how are leading organizations achieving this via the digital transformation of their customer engagement? Embracing clients at their moments of need is more crucial than ever before...Join us as we examine how our clients provide meaningful business impact and 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.

Overview

Much of today's research on sales development has been largely sales-focused - how should sales engage with prospects to optimize success. But what does the buyer think? What does the buyer want? Are you negatively impacting your success because you're not engaging with buyers as they expect you to? Join this session and learn what over 2000 surveyed buyers say when it comes to their needs and preferences...from their point-of-view. Learn how their needs change over the course of the entire Buyer's Journey, along with what specific actions you need to take to support a "buyer-focused" sales engagement process.

Overview

Marketers today focus content metrics on reach: how many people viewed, read, or clicked on a piece of content. Reach, however, is just one part of measuring content effectiveness. This session will discuss how marketers today can more effectively create, manage, and deliver content into market and measure holistic content ROI.

Overview

From creatives, to bidding to attribution, machine learning is upending the way digital advertisers plan, execute, optimize and measure paid search campaigns. Keywords are taking a back seat to audiences. As campaigns automatically extend beyond search results, paid search is becoming multichannel by default.

Search Engine Land and MarTech Today's Editor-in-Chief Ginny Marvin will discuss the significant changes concurring in paid search, how organizations need to adapt and why the entire marketing team needs to understand and embrace these changes -- not just those working directly in paid search.

Overview

Since 2004, REQ has partnered with eBay to develop and grow eBay Main Street,? a global grassroots community of small business and e-commerce advocates. Core to this effort is a marketing stack also includes a website, social media channels and monitoring tools, analytics, and A/B/multivariate testing tools to achieve greater success from advocacy campaigns. This automation program is integral to these advocacy campaigns and is essential for engagement with state, federal, and international policymakers. In this session, Eric Gilbertsen, REQ's chief client officer, will discuss the work involved in keeping advocates engaged over many years and thinking about issues integral to eBay's core business.

Overview

Your website is your most important digital experience-if you want it to drive business results you must empower your team with agile tools and platforms. This presentation will give you just enough geek to get that job done.

Agile approaches are being applied across the marketing function from social teams, to content teams, demand teams, and marketing automation. With development expertise you'd expect that web teams would be leading the charge but in many cases they're not. In this session, we'll dig into why and how to give your team agile superpowers with the help of WebOps. WebOps is a web optimized version of DevOps… Don't worry, we'll translate that into marketing terms and explain why it's a secret weapon that every marketing leader MUST understand. Digital experience agencies are encouraged to attend-WebOps will give you superpowers too!

Overview

Marketing pioneer John Wanamaker once famously said, "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." If a marketer said that today they would be out of a job. And yet with so many touchpoints across so many channels and so much noise in advertising and marketing today, it's no wonder that properly measuring attribution remains difficult and marketing spend is wasted.

In this session, you'll learn how to get a clear look at attribution, leading to better optimization of campaign performance and a better customer experience.

Overview

Data scientists create immense value for marketing organizations, but without new processes, alignment of expectations, and clear lines of communications, you effort can be easily derailed. Getting everyone speaking the same language and working toward common goals is critical.

This session explores how business leaders can successfully integrate data scientists into their marketing teams, enabling everyone to be as efficient and effective as possible.

Overview

Today's marketing organizations have invested heavily in martech to deliver high-quality, personalized experiences. But with waves of regulation (like GDPR and CCPA), changing consumer perception around privacy, and major market-impacting campaigns from Apple, we've entered a new era of privacy expectations. Driving personalization in the age of privacy takes strategic alignment, the right mindset, and the right tools.

In this session, you'll learn:

• How privacy and consent are impacting marketing today
• What are the biggest regulatory concerns coming this year
• About the dangers of keeping privacy and consent in your legal department
• How to move privacy and consent to the heart of your customer experience design
• Crownpeak's lessons learned from delivering over 21 billion consent notices worldwide for global clients

Overview

Implementing new marketing technology is no easy feat for any organization. In addition to choosing the right platform(s) to meet the needs of the business, marketing teams must also consider the implications on their staff who will have to learn and adopt new systems, keywords and budgeting practices. Land O'Lakes, Inc., has successfully implemented a foundational system of technology platforms that allow teams to track campaign performance, optimize marketing spend and make decisions in real time. Callihan Gibbons, Marketing Technology at Land O'Lakes, Inc., will walk attendees through essential strategies for building and implementing an integrated stack, ensuring teams have the right technology to measure what they need and making adoption seamless. Join this session to learn:

• The importance of thinking about technology as a tool to fix your problem, rather than starting with a technology purchase
• The benefits of an integrated approach and how to break down barriers between systems to ensure data is not sitting in silos
• How to ensure the right data sets are created to ensure business decisions are made using the right kinds

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.

Overview

OpenText Media Management is a leader in the Digital Asset Management market and provides streamlined collaboration capabilities as well as integration with OpenText Hightail to easily share, collaborate, and approve large, rich media files. We’ll explore how a large public utility, Salt River Project, is leveraging the simplicity of OpenText Media Management for management of all their digital assets and using OpenText Hightail to boost their team’s productivity and generate high cost and resource savings across the digital content supply chain.

Overview

Understanding each customer's journey with your brand means delivering the right content to the right person at the right time. This approach comes naturally to Miami-Dade County. Learn how this award-winning organization reimagined web content management to simplify the path to knowledge for all audiences - from journalists to tourists - using OpenText TeamSite.

Overview

We all know the pool of online data is vast. Dispersed within that pool are insights that are incredibly valuable for brands if discovered and acted upon. But as always, there's a catch! Sorting through thousands, or even millions, of irrelevant mentions, interactions, and impressions to get to an actionable insight or trend manually is impossible. Even if the data is well-organized in clear data visualizations, crucial online trends, and insights will be missed.

We're at a turning point. Consumers are speaking up everywhere and faster than ever before. That's why we, Synthesio & Ipsos, have created Signals. The Rigor of market research at the speed of social.

Attend our session to learn how bringing together decades of market research methodologies, and social listening technology, will provide insights that will help you answer real business questions like:

• Is a new competitor becoming a threat to my business?
• Are the influencers I work with generating engaging content?
• Who or what do consumers associate with my brand?

Overview

Despite increasing investment from brands in marketing technology, nearly half of consumers say brands aren't meeting their expectations when it comes to the customer experience (CX), and even fewer remember the last time a brand exceeded expectations.

Today's consumers have more options than ever before and high expectations of the brands they choose. Leave them unsatisfied or betray their trust, and they'll go elsewhere. As the marketing landscape becomes more demanding, marketers need the very best insight, tools, and resources to compete. Yet, companies and data remain more siloed than ever.

Hear from those on the frontlines of digital including Liberty Mutual, United Rentals, and Pegasystems on best practices, insights, and tools to help you compete and get customers to love your brand.

Overview

The complexities and nuances of reaching subscribers' inboxes are more challenging than ever, and it's only getting more complicated. Evolving algorithms monitoring incoming email, new data regulations and heightened awareness of digital fraud have ushered us into the era of optimizing for our subscribers’ trust.

A seemingly infinite combination of variables can make or break your email marketing. Email optimization and deliverability go hand-in-hand when it comes to sending emails, and that’s why we've created the very first resource for marketing professionals that encompasses the elements of both.

From infrastructure requirements to email design and emerging technologies, the Periodic Table of Email Optimization and Deliverability is a comprehensive new resource designed to guide you through the different elements required to keep your emails out of the spam folder and in front of your subscribers. You'll be the first to see this new resource in this special theater session.

Overview

Marketing is more complicated than ever, and in today’s world of constantly evolving technologies and misaligned processes, marketing teams need to change the way they’re working to be successful. To be truly effective, modern marketing teams need to combine a proactive approach with the right technology, process, and people. This new way of working can be your secret weapon against siloed teams, disconnected tools, and manual and time-consuming processes. Join Workfront Solution Advisor, Marc Buchanan, as he demonstrates three real use cases that can help you make your own marketing efforts more effective.

In this session, you'll learn how to:

• Create unified workflows to get everyone on the same page
• Align processes to drive value
• Integrate and connect a cluttered martech stack

Overview

AB Tasty is the fastest-growing provider of AI-powered experimentation & personalization, helping businesses drive more conversions and revenue on all its digital assets. AB Tasty client Best Western® Hotels & Resorts was constantly struggling to find an efficient way to determine the most salient image to put front and center on its website, a challenge that many e-commerce businesses also face. By implementing AB Tasty's image matchmaker solution, Best Westerns was able to see a whopping 26% increase in transactions on its website.

Overview

For the last several years, pundits have predicted that THIS would be the year mass personalization takes off. Industry giants like Facebook and Amazon have been held up as shining examples of how to personalize at scale. But is this level of personalization really needed for all companies on all channels?

In this session we'll share the results of a new Forbes personalization survey with industry benchmarks collected from marketing leaders from global 2000 companies to help better define what's working, what's not, and how a Customer Data Platform can be used to maximize personalization results on the right channels that matter for your business.

Marketers will learn:

   1. What personalization consumers expect and want from companies and which channels actually matter to customers and prospects and where to get the best ROI for your marketing dollars

   2. Strategies for segmenting your customers/prospects by using the data you already have to compete with the data goliaths like Amazon, Netflix and more.

   3. How a Customer Data Platform can help enable marketers to be more data driven.

Overview

A majority of marketers now report they have a Customer Data Platform ('CDP'), even though few actually have a system that offers true CDP functionality. Learn why there's confusion, what makes a real CDP, and what you're missing if your systems fall short. In this session, David gives you a look at industry trends, the impact of CDPs from Adobe, Salesforce, and Oracle, and why many companies find two CDPs are better than one.

Overview

Join this 15-minute mini-masterclass to learn how to quickly optimize experience & engagement across your entire digital customer journey and improve your key business metrics.

Overview

The retail industry is going through tectonic shifts due to rapidly changing consumer expectations. Laura Cicchelli, VP of CRM and Analytics at specialty retailer for big & tall men DestinationXL, takes you through their Martech transformation journey toward making data-driven decisions instead of intuition-based judgements. Learn how DXL was able to hyper-personalize the customer experience across multiple channels by bringing the right data together, making process & resource changes, and through implementing the right set of technologies.

This session covers:

• Key challenges & business goals at DXL
• Business & technology transformation journey
• Creating a unified customer 360 profile using transactional & behavioral data across various systems
• Hyper-personalizing customer experiences for the specialty niche - large & tall men
• Building data infrastructure to support business goals
• Using AI/ML for identifying patterns & opportunities
• Future steps for DXL

Also learn how Element Solutions, a digital transformation consulting firm and industry leader in customer satisfaction, helped DXL through its data-driven marketing journey.

Overview

Agile is the new black in marketing. Marketers have heard the hype, but many do not know where to start with implementing agile practices into their own organization.

In this session, you'll get an inside look at how The New York Times, one of the world's largest media companies, manages its martech team using agile. You'll learn about the challenges they overcame and the lessons learned from losses along the way. You'll also see how NYT budgeted its martech projects and how that process has evolved in response to the changing technology landscape.

Overview

Omni-channel marketing and engagement strategies are forcing enterprises to rethink investments in their current tech stacks. You're trying to integrate inbound and outbound, while aligning marketing and engagement silos...but how? And what does this mean for your future stack?

This fast-paced session from independent analyst firm Real Story Group will offer a new reference model for taking a more enterprise-wide approach to your stack. Come away with a fresh blueprint for mastering the omni-channel future.

Overview

Data-powered growth can be an elusive goal. When it comes to today's fickle, fast-moving, omni-channel consumer, striking gold can often seem like a matter of chance. But a driven professional isn't apt to wait around for luck to strike. Instead, they need to own the moment. Every moment.

Developing self-driven, predictable outcomes requires cultivating a growth-minded strategy and a strong team, but most critically, a diverse but complementary tech stack is needed to back it all up. In this solutions track, Blueshift's Chief Growth Officer, Josh Francia, will share his own tried-and-tested recipe for building an engine that leads to sustaining growth and success. He'll also share how this approach has brought him greater returns, easier execution, and deeper customer insights for nearly two decades.

Overview

Join Validity to explore new metrics and engagement tactics to help optimize your deliverability amidst a changing email landscape.

Overview

Multinational companies need multinational marketing, but maintaining a consistent brand voice across campaign launches requires coordination on a global scale. We'll show you how some of the biggest names in marketing use Airtable to empower global teams to operate nimbly and independently-while keeping strategy and assets consistent.

Overview

How do you actually realize the capabilities & potential that software vendors boast about when you are still dealing with the reality/limitations of a real-life organization (ie not a hypothetical dream business)? Sure, connecting all your applications might give you a full customer 360… but what about when the data is already 3 weeks old by the time it comes in from your POS solutions? Isn't it fabulous to have finally cracked the "how do I manage revenue attribution for marketing nut"… but you're no closer to an accurate ROMI if you can't get accurate campaign and activity cost tracking data from your accounting team or marketing spreadsheets!

During this session you'll hear from a panel of experienced martech practitioners on how they are achieving the promise of relevant, personalized marketing in real-time in an environment that is not, and probably never will be, perfect.

Overview

In this session, Logan and Peter will discuss the advantages of using new types of data to enhance your product feeds and significantly improve your SEM performance. They'll get specific, showing you how one IR1000 merchant used a combination of competitor, financial, and marketing data in their feeds to fuel significant year over year growth. Come hear why the same old tricks just don't work and how EXCLUSIVE can bring your proprietary/ home-grown technologies to create smarter marketing.

Overview

The promise of customer 360 view has been around for years now and while some companies have achieved it, not all have been successful in leveraging it for revenue growth and individualized customer experience.

By attending this presentation, learn how to grow your revenue and personalize your customer experience using Zylotech's CDP. Understand the evolution of personalization, use of machine learning in CDPs and self-learning AI.

Overview

From clicks to calls, companies have a ton of customer data. Managing that data is a key business challenge, which is why so many companies are turning to Customer Data Platforms. As more vendors crowd into the CDP space, there are two clear CDP styles emerging: data-focused and campaign.

Before choosing a CDP, it’s critical to put a customer data strategy in place first that aligns with one of these CDP styles. The strategies and CDP you choose will have a huge impact on your team’s day-to-day operations, your customer’s experience, and your ability to manage a real-time, compliant customer data supply chain.

In this session, you’ll learn the key differences between data-focused and campaign-focused CDPs, as well as:

• Why your CDP strategy should be a company-wide initiative, not just marketing-driven
• How a CDP will help you overcome the challenges of collecting and activating customer data
• Why a CDP initiative is a perfect opportunity to bridge the divide between marketing and IT teams

Overview

In a world where customers desire personalized and relevant customer experiences, your data must enable you to listen and respond. But the big challenge is figuring out how to consolidate and process data for actionable orchestration of an optimal customer experience.

In this session, you'll learn through first-hand experience how to conduct a data inventory and audit that generates requirements for a new platform (hint: it's not all traditional marketing data), how to craft the right story to explain the need for an emerging technology in your martech stack to stakeholders, and how Akamai IT and marketing teams are jointly implementing a solution to manage and leverage a firehose of customer data.

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 all back home to impress your peers!

Overview

Today, the return customer is crucial to business success, so how can you build value for your customers at the right moment in time? Kitewheel's President Mark Smith shares how customers have leveraged journey orchestration to improve and expand their brand presence, and why real-time interaction management must be top of mind for all marketers today.

In this session, you will learn:

- How real-time digital targeting supports the customer journey
- Omnichannel success stories and real-time marketing use cases from retail, financial services, and B2B companies
- How real-time affects the entire customer lifecycle, from attribution through loyalty

Overview

Amway, one of the world's largest direct selling businesses, needed to simplify and standardize their social ecosystem, understand global social activity and performance and drive their social strategy and vision forward.

In this session, you'll hear how the team at Amway worked through a year-long project that resulted in a new reporting framework and automated dashboards to help align social media data alongside other relevant marketing and sales data to achieve higher-level enterprise business objectives.

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

Our marketing machines are far from sentient. But they still let us reach our customers in increasingly better ways. Making the right choices in a hype curve is critical to ensure you're not wasting dollars. It all comes down to picking practical, purposeful applications to test. You're probably feeling stuck behind the curve if your team has yet to adopt AI-supported solutions. There can be a ton of risk involved, but there doesn't have to be. It's time to find a way to infuse and elevate your marketing with AI.

No matter where you're at in your marketing maturity, it's never too late to take the leap. Join Zeta Global's VP of Product, Frank Monteforte, to learn about a few feasible, low-risk uses of AI in marketing. Defining these tangible, addressable marketing challenges for your business is the foundation on which your AI-driven solutions will thrive.

Overview

Adaptation is everything. Today's customer knows more about our brand than we do -they constantly research competitors, interact with us on their own terms, flow across channels, and take unpredictable routes to a fluid destination. They give us a narrow window of opportunity to capture their attention -and if we miss it's, it's gone forever. Despite this, only 5-10% of organizations can adapt an individual's experience in real-time, and optimize their path-to-purchase. The rest just can't move fast enough to stay relevant. In this session, we'll discuss The Five Principles of an Always-On Customer Experience, and explore how truly disruptive companies are raising the bar for customer experience, right now-leveraging decisioning technologies to optimize each aspect of the journey -bringing customers closer, and earning the right to expand relationships.

Key Takeaways

• Why traditional push-based marketing is failing customers, and businesses.
• What new requirements now govern modern customer relationships.
• How decisioning and AI are optimizing customer interactions one-by-one, balancing customer and business needs to optimize the overall experience.
• How organizations are using AI to expand sell, service, retain, and reduce risk -with a real-time, 1-1 approach that scales across channels.

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.

Overview

We'll cover:

• How to evaluate ABM-friendly personalization tools
• Marketing and outreach tactics to leverage personalization
• Do's and Don'ts of website personalization for ABM

Overview

Until now, marketing technology has been focused on tools that help you to engage prospects or customers. But what about when it comes to managing your own hectic workload? Enter project management software. In this session, Richie Knight, Senior Marketing Strategist & Team Lead at digital marketing agency SmartBug Media, will show how implementing a project management tool transformed their entire agency and improved their processes, communication, creative outputs, and client satisfaction -- and how you can do it too in Teamwork Projects.

Overview

New markets, new channels, new opportunities. How do you scale content creation without breaking brand or budget?

Join Bynder & Sofar Sounds to experience how Sofar's brand grows to new markets by automating content management and deployment.

If a content opportunity knocks, capturing it quickly makes all the difference to a brand story. And Bynder's there to help create more.

Overview

Customer journeys continue to mystify as consumers move with fluidity throughout various channels making the job of marketers ever difficult. With hundreds of touchpoints and micro-moments that make up the path to purchase, brands today are uniquely positioned to create data-driven messaging strategies that meet the ever-fickle desires of consumers. In a time when many retailers have been faced with store closures and bankruptcy, Revolve has used digital-first techniques to drive demand and keep their retail destination as the first stop in a continuously crowded online retail landscape.

Want to learn some tactics you can take back to the office tomorrow to uplevel your campaigns? Join us in an engaging session where you will learn how we've garnered these results for Revolve:

• Triggered emails using real-time data points account for 20% of revenue
• By switching PUSH messaging to Cordial, Revolve is able to immediately react across channels based on behavioral data 2x revenue growth through launching over 200 campaigns to achieve true 1:1 personalized messaging