Time |
Monday, September 16 |
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1:00-5:00 | The Right Way to Buy Marketing Technology | Using CDP to Make the Most of Your Customer Data | Agile Marketing Advantage | Creating Connected Experiences | |||
Building a Badass Marketing Team with Talent Optimization | Optimizing SEO Operations for Marketing Leaders | A Marketer's Guide To Attribution Analysis | Data Privacy: A Compliance Framework for Every Regulation & Marketing Success | ||||
4:15-5:00 | |||||||
5:00-7:00 | Discover MarTech Theater
Marketing to the Managed Inbox: Deliverability meets Optimization - MarTech TodayMarketing to the Managed Inbox: Deliverability meets Optimization - MarTech TodayOverviewThe 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. SponsorEngage or Convert - Why Not Both? The New Play of Direct Mail Campaigns - OutgageOverviewDirect 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. SponsorEstablished in 2017, Outgage is a SaaS “marketing first” direct mail platform that bridges the gap between offline and online campaigns to create personalized brand experiences that result in effective conversations. How a CDP Can Solve Common Business Issues For Multi-Channel Marketers - BlueVennOverviewDiscover 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! SponsorThe BlueVenn Marketing Hub is the only Customer Data Platform on the market with integrated customer journey orchestration, machine learning AND multi-touch attribution, that enables true real-time marketing across all channels. Unifying, cleansing and de-duplicating every customer, transaction and touchpoint record creates a Single Customer View that ensures accurate, compliant and perfectly targeted customer interactions. Bi-directional connectors to all your channel execution platforms make it easy to centralize online and offline marketing decisions to drive consistent, cross-channel and personalized customer journeys. Your Marketing Team, Fully Aligned: Bridging Strategy to Execution - AirtableOverviewWhen 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. SponsorAirtable is the first user-friendly platform to enable people in any industry or role to create their own useful business applications. Brands like Hubspot, JetBlue, and TIME use Airtable for everything from marketing strategic planning to content calendar creation to video production workflows. The New Omni-Channel Stack - Real Story GroupOverviewOmni-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. SponsorFounded 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. |
Time |
Tuesday, September 17 |
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7:00-9:00 |
Breakfast & Registration Come pick up your badge and conference materials, then head up to the breakfast keynote. |
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8:15-8:45 |
3 Ways Comerica Bank Uses a Marketing System of Record to Get More Done
![]() 3 Ways Comerica Bank Uses a Marketing System of Record to Get More DoneOverviewMarketing is a complex field, with evolving technologies, fast-paced processes, and data that must be analyzed, interpreted, and shared so you can continuously optimize those processes for better results. But when teams are using disconnected technology, analog workflows, and complicated processes, so much time is consumed with managing day-to-day tasks, that there is little time left to be more strategic in how work is optimized and managed, or to prove your value as a marketing team. In this session, Yvonne Stacherski, Vice President, Marketing Operations at Comerica Bank, Don McAdang, Managing Director, Commercial Services at Leappoint, and Brent Bird, Director, Integrated Marketing at Workfront, will show how Comerica Bank has used technology implementation and integration, change management and process best practices to master modern marketing work. In addition, you'll see how their use of a marketing system of record has allowed them to break free from the silos that can kill productivity and the ability to innovate. In this session, you'll learn:
![]() Speakers![]() Brent BirdDirector, Campaign Content & Strategy, Workfront![]() Yvonne StacherskiVP, Marketing Operations & Sports Sponsorships, Comerica Bank![]() Don McAdangManaging Director, Commercial Services, LeappointSponsorWorkfront 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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9:00-10:15 |
MAIN STAGE KEYNOTES:Platforming Marketing: Marketing Operations as an Organizational Platform Scott Brinker - chiefmartec.com ![]() Agile Is Marketing Matt LeMay - Agile For Everybody ![]() Platforming Marketing: Marketing Operations as an Organizational PlatformOverviewPlatform business models have become one of the hottest topics in digital transformation. Whether you're laying the foundation of an innovation platform upon which others can build - such as iOS, Slack, or AWS - or creating a marketplace where producers and consumers can efficiently exchange value - such as Uber, Alibaba, and Airbnb - platforms harness the energy of digital communities around your business as a source of competitive advantage. What if you reimaigned your internal marketing operations as an organizational platform? Everyone in the company is a potential producer. Every prospect and customer is a potential consumer. Your mission as the architect of this "platform" would be to empower a dynamic market of producers with the tools to create assets and services that could win and delight customers who consume them - at incredible speed and scale. By "platforming marketing" this way, you can orchestrate a powerful, decentralized internal market that moves at incredible speed, leverages the diverse skills and imagination of contributors across the company, and adapts to changes and opportunities faster than top-down, centralized decision-making ever could. It takes the concept of a center of excellence and opens it up into a massively-parallel engine of marketing innovation. Scott's opening keynote will show you how this platform model is within your reach and can turn the continuous change and disruption of digital business to your advantage. Agile Is MarketingOverview"Agile" has become a trendy prefix for nearly all business activities--including "Agile marketing." As different functions within an organization explore their own version of "Agile," we find ourselves with a critical choice to make: Is Agile a movement that unites us across functional silos--or is it a way to describe operational changes we make within those silos? In other words, will Agile be something that brings us closer together--or something that drives us farther apart? If marketing is to get a seat at the table for cross-functional, customer-first work, the question we must ask is not "How do we make Agile a part of marketing?", but rather, "How do we make marketing a part of Agile?" In this talk, Agile for Everybody author Matt LeMay explains why "Agile marketing" is most effective when it starts with an organization-wide vision of Agile principles and values, and how simple and lightweight changes to the way we work can put those principles into practice. If you are interested in implementing, or evolving Agile in your organization, attend this session for these major takeaways:
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10:15-10:55 |
Refreshments & Expo Hall Opens |
Solutions
Accelerating Speed-to-Market: Real-World Lessons on Getting Great Content to Your Audience Faster ![]() Accelerating Speed-to-Market: Real-World Lessons on Getting Great Content to Your Audience FasterOverviewEvery 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:
SponsorMagnolia 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. |
Discover MarTech Theater
Critical Channels of Choice — Meeting Clients at THEIR Moment of Need - Pitney BowesCritical Channels of Choice — Meeting Clients at THEIR Moment of Need - Pitney BowesOverviewBy 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. SponsorPitney 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 http://www.pitneybowes.com/us/customer-engagement-marketing.html What Buyers Want (And Will Never Tell You) - VanillaSoftOverviewMuch 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. SponsorVanillaSoft, 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. |
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10:55-11:35 |
Marketing & Leadership
Thriving in the Age of Data Privacy Regulations Kristina Podnar - The Power of Digital Policy Thriving in the Age of Data Privacy Regulations 10:55 AM-11:35 AM (40min) Speakers![]() Kristina PodnarDigital Policy Consultant, The Power of Digital Policy, @kpodnarModeratorDuane Schulz Principal, Schulz Advisors LLC, @duaneschulzOverviewYou've likely been working diligently to comply with the EU's General Data Protection Regulations (GDPR). Now, just as you reach the end of that compliance maze, we need to get ready for January 1, 2020, and the California Consumer Privacy Act (CCPA), Brazil's General Data Protection Law (LGDP), and, most recently, Maine's online privacy act. Welcome to the new privacy world, where personal data regulations and laws come in waves! The new digital reality can be disruptive, but you can minimize the impact by adopting common data privacy policies and marketing operations practices for all regulations. Your to-do list won't be long, but it will require some cooperation from leadership and others in your organization. Attend this session to get, and stay prepared! You'll: - Get a 'CliffsNotes' version of the most critical data privacy requirements. |
Data & Analytics
Applying Data Science and Analytics in Marketing Patty Spiller - Livongo Applying Data Science and Analytics in Marketing 10:55 AM-11:35 AM (40min) Speakers![]() Patty SpillerSr Director, Growth Marketing, LivongoModeratorAnand Thaker CEO & Founder, IntelliPhi, @anandthakerOverviewHaving a data science team supporting marketing decisions is now an integral part of the formula for growth and success. At the core, it's about making data driven decisions. Employing data science generates insights that lead to informed decisions and increased results. In this session, you'll learn how to: - Experiment effectively |
Technology & Operations
A Strategic Approach to Creating a Healthy Martech Ecosystem Eric Olson - Quick Base A Strategic Approach to Creating a Healthy Martech Ecosystem 10:55 AM-11:35 AM (40min) Speakers![]() Eric OlsonChief Marketing Officer, Quick BaseOverviewIn a world where there's an app for everything, driving value from martech investments must be a strategic, CMO-lead discipline focused not on point solutions, but on creating a healthy martech ecosystem that can support, nurture and grow your marketing performance. Attend this session and you'll learn the three pillars of a healthy martech ecosystem: Key takeaways include: - A simple, five-word strategy for building a martech stack |
Solutions
Metrics, Metrics, Metrics: The Ins & Outs Of Content Effectiveness![]() Metrics, Metrics, Metrics: The Ins & Outs Of Content EffectivenessOverviewMarketers 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. SponsorAprimo provides digital solutions for content, operations, and performance that enable enterprises to optimize their brand experiences and the resources they use to deliver them. Our platform gives enterprises the advantage by streamlining and governing all the behind-the-scenes activities – from ideation to distribution – involved in delivering exceptional brand experiences. |
Discover MarTech Theater
The Future of Paid Search - Search Engine LandThe Future of Paid Search - Search Engine LandOverviewFrom 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. SponsorHow eBay Grew An Active Grassroots Advocacy Community Using Martech - REQOverviewSince 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. Sponsor |
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11:35-11:50 |
Refreshments & Expo Hall Time |
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11:50-12:30 |
Marketing & Leadership
Martech Leaders Hit the C-Suite: How to Convey Value of Tech While Rising Above Tactics Perry Hewitt - Colechurch Consulting Martech Leaders Hit the C-Suite: How to Convey Value of Tech While Rising Above Tactics 11:50 AM-12:30 PM (40min) Speakers![]() Perry HewittMarketing / Digital Strategy, Colechurch Consulting, @perryhewittModeratorErica Seidel CEO, The Connective Good, @erica_seidelOverviewCTA, CPL, CRO. WTF? It's easy to get immersed in a world of alphabet soup acronyms and the tactics they represent. But as martech pros develop into marketing and corporate leaders, they can elevate the discipline by informing the C-Suite conversation with data-driven results that are more topline than tactical. In this session, you'll learn how to communicate effectively with senior leaders and walk away with useful, practical tips from marketing leaders who have successfully made the transition to the C-Suite. |
Data & Analytics
Enabling Agility and Efficiency Through Marketing Data Re-Architecture Jonathan Roman - Ancestry Enabling Agility and Efficiency Through Marketing Data Re-Architecture 11:50 AM-12:30 PM (40min) Speakers![]() Jonathan RomanGlobal Lead: Data and Technology, AncestryModeratorAnand Thaker CEO & Founder, IntelliPhi, @anandthakerOverviewThe 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 |
Technology & Operations
Marketing Enablement: Building Capabilities and Igniting Marketing's Potential Mary Blanks - Red Hat Fran Sapir - Red Hat Marketing Enablement: Building Capabilities and Igniting Marketing's Potential 11:50 AM-12:30 PM (40min) Speakers![]() Mary BlanksSenior Manager, Marketing Enablement Team, Red Hat, @Mary_Blanks![]() Fran SapirMarketing Enablement Program Success Manager, Red HatOverviewDriving a comprehensive marketing enablement function is a lot like an epic road trip filled with route changes, splendid vistas and lonely stretches, adventures and mishaps, even breakdowns. There are impassioned arguments, bouts of group singing, and all-too-occasional bathroom breaks. In this session, you'll get first hand insights into RedHat's ongoing transformation adventure. How they evolved a legacy foundation, where they are now and what's on the roadmap for the future. Plus, like any great road trip there will be surprise stops where you'll learn important concepts including: - Getting leadership support and team-level collaboration means everything. |
Solutions
How to Leverage Your Web Team to Drive Agile Marketing Transformation![]() How to Leverage Your Web Team to Drive Agile Marketing TransformationOverviewYour 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! SponsorPantheon is the website operations platform top developers, marketers, and IT use to build, launch and run all their Drupal and WordPress websites. Pantheon includes all of the tools professional developers need to build best-practice sites—like staging environments, version control, backups, and workflows. Powering over 200,000 sites and billions of pageviews a month, Pantheon’s container-based infrastructure allows you to launch websites faster, without worrying about traffic spikes, security, or performance. It’s free to develop your site on Pantheon, you only pay once your site goes live. You can scale your site on the same infrastructure from day one, and never touch a server again. For more information, visit www.pantheon.io. |
Discover MarTech Theater
Clarifying The Murky Waters Of Attribution - Ai Media GroupClarifying The Murky Waters Of Attribution - Ai Media GroupOverviewMarketing 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. ![]() Speakers![]() Kenneth (Shark) KinneyPodcast Host of "A Shark's Perspective" / VP of Marketing and Digital Strategy, Ai Media GroupSponsorIntegrating Data Scientists Into Your Marketing Team - Civis AnalyticsOverviewData 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. Sponsor |
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12:30-2:00 |
Lunch & Expo Hall Time
Lunch Presentation: 9 Powerful Trends That Are Shaping Marketing
![]() Lunch Presentation: 9 Powerful Trends That Are Shaping MarketingOverviewAs a fellow marketer, I'm positive you'd agree that for more than 20 years Marketing has been and continues to be one of the most flexible and innovative business disciplines. And the pace of innovation is only increasing. It's a tremendous effort to keep in front of trends to guide your organizations to deliver the most effective, personalized customer experiences. There is hope! In this session, we'll discuss 9 trends marketers cannot ignore to drive results in 2019 and beyond. These include:
SponsorAcoustic (formerly IBM Watson Marketing and Commerce) is the world’s leading independent marketing cloud. We dedicate all of our efforts to making marketers more successful. Acoustic serves an international client base of more than 3,500 brands, providing digital marketing, marketing analytics, customer experiences, content management, personalization and mobile. Learn more at: acoustic.com
Lunch Presentation: Evolving from Personalization to Individualized Marketing: Success Stories with a CDP
![]() Lunch Presentation: Evolving from Personalization to Individualized Marketing: Success Stories with a CDPOverviewLooking to make a business case for a CDP or want to understand how a liberated data can impact your day-to-day? Join BlueConic for a fireside chat with Aaron Seitz, Digital Marketing Analyst from Franklin Sports, and Sarah Desmarais, Director of Marketing, CRM & Audience Strategy from America's Test Kitchen to hear what on-the-ground marketers are doing with a CDP. You'll get practical advice about the skills you need to manage a CDP, a glimpse into how it enables different use cases, and an understanding of how to take advantage of your first-party data. ![]() Speakers![]() Cory MunchbachSVP of Strategy, BlueConic![]() Aaron SeitzDigital Marketing Analyst, Franklin Sports![]() Sarah DesmaraisDirector of Marketing, CRM & Audience Strategy, America's Test KitchenSponsorBlueConic, the world’s leading customer data platform, liberates marketers’ first-party data from all the disparate systems in which it exists, and makes it available wherever and whenever it is required for marketing. Nearly 300 brands, including Hearst, Moen, T-Mobile, ING, America’s Test Kitchen, and American Kennel Club, leverage BlueConic to unify their first-party customer data into robust, person-level profiles, and then activate it across their marketing ecosystem. Founded in 2010, the company is headquartered in Boston, with offices in Europe. |
Solutions
Personalization in the Age of Privacy![]() Personalization in the Age of PrivacyOverviewToday'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:
SponsorCrownpeak provides the leading, enterprise-grade, cloud-first Digital Experience Management (DXM) platform, empowering Fortune 2000 companies to quickly and easily create, deploy, and optimize customer experiences at scale. Besides featuring content management, personalization, search, and delivery, it is the only DX platform that includes built-in Digital Quality Management (DQM) to ensure brand integrity, consistency, and web accessibility compliance. Crownpeak's Governance, Risk & Compliance solutions help companies comply with GDPR, the CCPA, and other new privacy regulations. ![]() Pain before Tech: How Land O'Lakes Approaches their Martech StackOverviewImplementing 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:
SponsorAllocadia's Run Marketing 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,measure the performance of their activities, and ultimately improve marketing's impact on the business. This gives marketers the ability to drive greater 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, which enables them to save up to 40% of the time they spend on budgeting and planning as well as double their pipeline-to-spend ratio and ROI. Learn how to #RunMarketing at Allocadia.com. |
Discover MarTech Theater
The Right Way to Buy Marketing Technology - Real Story GroupThe Right Way to Buy Marketing Technology - Real Story GroupOverviewImplementing 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. SponsorFounded 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. Better Together: How Salt River Project Supercharges Productivity with DAM and Creative Collaboration Software - OpenTextOverviewOpenText 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. SponsorOpenText empowers marketers and business users with AI-powered capabilities to create omni-channel, insight-driven experiences that delight customers at each step of the customer journey, and generate revenue while improving operations at scale. OpenText offers market leading, best-of-breed customer experience management solutions, including Customer Communication Management, Digital Asset Management, Web Content Management, Voice of the Customer, Analytics and Creative Collaboration. More than 5,000 customers are using OpenText Customer Experience Management solutions across the globe. Join OpenText and speak with our experts to explore digital engagement for the intelligent and connected enterprise. How Miami-Dade County Puts Customers' Digital Experiences First - OpenTextOverviewUnderstanding 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. SponsorOpenText empowers marketers and business users with AI-powered capabilities to create omni-channel, insight-driven experiences that delight customers at each step of the customer journey, and generate revenue while improving operations at scale. OpenText offers market leading, best-of-breed customer experience management solutions, including Customer Communication Management, Digital Asset Management, Web Content Management, Voice of the Customer, Analytics and Creative Collaboration. More than 5,000 customers are using OpenText Customer Experience Management solutions across the globe. Join OpenText and speak with our experts to explore digital engagement for the intelligent and connected enterprise. The Next Generation of Social Media Monitoring: Introducing Automated Trend Detection & Insights - SynthesioOverviewWe 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:
![]() Speakers![]() Vijay RenganathanDirector of Sales Engineering at Synthesio, Synthesio, an Ipsos company![]() Ryan McGinnisSenior Enterprise Account Executive, Synthesio, an Ipsos companySponsorSynthesio, an Ipsos company, is a global Leader in the latest report on Social Listening Platforms published by an independent research firm. Synthesio provides brands and agencies around the world with social listening tools and audience insights to measure the impact of social and mainstream media conversations. The Synthesio Social Media Intelligence Suite surfaces actionable insights — both qualitative and quantitative — from the most extensive collection of data on the market. Business units can leverage Synthesio dashboards, pre-built use cases, customizable reports, and social media command center displays — coupled with Ipsos social intelligence services — to make strategic business decisions. |
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2:00-2:40 |
Marketing & Leadership
Building a Marketing Technology & Operations Team That Soars Dave Hsu - SAP Concur ![]() Dave Hsu - SAP Concur Erica Seidel - The Connective Good Erica Seidel - The Connective Good ![]() Building a Marketing Technology & Operations Team That Soars 2:00 PM-2:40 PM (40min) Speakers![]() Dave HsuGlobal VP, Marketing Data & Technology, SAP Concur, @SAPConcur![]() Erica SeidelCEO, The Connective Good, @erica_seidel4:15 PM-5:00 PM (45 min) Speakers![]() Dave HsuGlobal VP, Marketing Data & Technology, SAP Concur, @SAPConcur![]() Erica SeidelCEO, The Connective Good, @erica_seidelModeratorAnand Thaker CEO & Founder, IntelliPhi, @anandthakerOverviewStarting a martech leadership role? Recruiting and training your own team is going to be one of your most significant challenges. You'll struggle through "Goldilocks" moments with each hire as you find the talent that is "just right." In this session, Dave will explain how he built marketing and martech teams at three major global companies and Erica will describe what she's learned after 8-years of helping companies recruit martech leaders. Attend this session for: - The essential obsessions of the successful martech leader. |
Data & Analytics
Making the Leap to Multi-Touch Marketing Attribution Adam Kirby - Mediacurrent Making the Leap to Multi-Touch Marketing Attribution 2:00 PM-2:40 PM (40min) Speakers![]() Adam KirbyDirector of Marketing, Mediacurrent, @akirby310OverviewSuccessful multi-touch attribution is about your data and your organization's culture. In this session, you'll learn how a billion dollar brand transitioned it's reporting structure from almost no KPIs to a full multi-touch attribution model supported by sales, marketing, and technology. No previous knowledge of marketing attribution is necessary. This session is best suited for B2B organizations and attendees in marketing campaign management, marketing analytics, marketing operations, event marketing, or someone who wants to help their marketing team understand their impact on revenue. Key takeaways and lessons include: - Understanding attribution models including the pros/cons of single and multi-touch attribution |
Technology & Operations
Securing Your Martech Stack: Partnering with IT and Enterprise Security Jorge Garcia - Akamai Technologies, Inc. Securing Your Martech Stack: Partnering with IT and Enterprise Security 2:00 PM-2:40 PM (40min) Speakers![]() Jorge GarciaSr. Manager, Marketing Technology, Akamai Technologies, Inc., @curiousjorgegModeratorDuane Schulz Principal, Schulz Advisors LLC, @duaneschulzOverviewIt seems we can't make it more than a couple of weeks without hearing about a major data or privacy incident or breach. And yet, for the second year in a row, data privacy⁄compliance reviews and security reviews ranked at the bottom of the responsibilities list for marketing technology and operations teams, according to a chiefmartec.com survey. In this session, you'll hear about Akamai's journey and intention to get security right and protect their company data, assets and brand. Attend and you'll get: - A cautionary tale about bringing on a new technology without IT and Security, and how it both contributed to our "stack debt" and significantly limited our productivity. |
Solutions
On the Frontlines of Digital: How to Get Customers to Love Your Brand![]() On the Frontlines of Digital: How to Get Customers to Love Your BrandOverviewDespite 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. ![]() Speakers![]() Lynne CapozziCMO, Acquia![]() Tom BachmannVP Digital, Pegasystems![]() Brian PiccoloSr. Director, Digital Strategy, Liberty Mutual Insurance![]() Paul MaddisonDirector of Digital Innovation, United RentalsSponsorAcquia 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. |
Discover MarTech Theater
Marketing to the Managed Inbox: Deliverability meets Optimization - MarTech TodayMarketing to the Managed Inbox: Deliverability meets Optimization - MarTech TodayOverviewThe 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. Sponsor |
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2:40-3:10 |
Refreshments & Expo Hall Time |
Solutions
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Discover MarTech Theater
3 Real-World Examples of More Effective Marketing - Workfront3 Real-World Examples of More Effective Marketing - WorkfrontOverviewMarketing 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:
SponsorWorkfront 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. A Picture is Worth a Thousand Clicks: Optimizing Your Product Images to Boost Conversions - AB TastyOverviewAB 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. SponsorAB Tasty is the fastest-growing provider of AI-powered experimentation & personalization, helping businesses drive more conversions and revenue on all their digital assets. We provide marketing and product teams with an easy-to-use optimization platform, allowing them to turn website visitors into customers, subscribers or leads while delivering outstanding user experiences. AB Tasty's customer list includes Ashley Furniture, Kiehl's, Sephora, USA Today, Saint Laurent Paris, as well as more than 750 global enterprises |
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3:10-3:50 |
Marketing & Leadership
An SEO Framework for Marketing Operations & Technology Leadership Jessica Bowman - Owner, SEO In-house An SEO Framework for Marketing Operations & Technology Leadership 3:10 PM-3:50 PM (40min) OverviewMany organizations are losing revenue because of shortcomings in their SEO strategy. Initiatives aimed at improving SEO fail because non-SEO teams introduce mistakes that lead to missed opportunities. Why? SEO is an afterthought for most functions in large enterprise marketing organizations. This session provides a framework for SEO success that's especially relevant to marketing operations and technology teams. Key takeaways include: - The 10 pillars of SEO |
Data & Analytics
Practical Lead Scoring in Google Analytics and Data Studio Ruth Burr Reedy - UpBuild, LLC Practical Lead Scoring in Google Analytics and Data Studio 3:10 PM-3:50 PM (40min) Speakers![]() Ruth Burr ReedyDirector of Strategy, UpBuild, LLC, @ruthburrOverviewIt's a common lament among B2B marketers: you work to generate more traffic and more leads, only to hear months later that the leads you're generating aren't the RIGHT leads. Closing the loop between lead volume and lead quality can be a headache for everyone involved. But it can be done. In this session, we'll talk about ways to programmatically get lead-quality data into your regular analytics and reporting flow, including: - Custom GTM scripts to add lead scoring data directly to Google Analytics |
Technology & Operations
From Wild West to Business Best: Tales of a New Martech Team Emily Cnossen - SAP Concur Dave Hsu - SAP Concur From Wild West to Business Best: Tales of a New Martech Team 3:10 PM-3:50 PM (40min) Speakers![]() Emily CnossenMartech Specialist, SAP Concur![]() Dave HsuGlobal VP, Marketing Data & Technology, SAP Concur, @SAPConcurModeratorErica Seidel CEO, The Connective Good, @erica_seidelOverviewNearly one year ago, SAP Concur embarked on a journey to drive the strategy, governance and process behind its marketing technology stack. In this session, you'll learn how this small (but mighty) team created the vision, strategy and processes, and hear about lessons learned along the way. You'll get insights into how the team: - Assessed their martech stack to inform both a near |
Solutions
The Truth About Personalization: Using a CDP to Personalize Marketing on the Channels That Really Matter![]() The Truth About Personalization: Using a CDP to Personalize Marketing on the Channels That Really MatterOverviewFor 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. SponsorArm 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 |
Discover MarTech Theater
What's Next for Customer Data Platforms? - Raab Associates, Inc.What's Next for Customer Data Platforms? - Raab Associates, Inc.OverviewA 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. Sponsor |
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3:50-4:20 |
Refreshments & Expo Hall Time |
Solutions
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Discover MarTech Theater
Building Extraordinary Digital Experiences That Convert Better - VWOBuilding Extraordinary Digital Experiences That Convert Better - VWOOverviewJoin 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. SponsorVWO is your all-in-one conversion optimisation platform to increase conversions & online sales. VWO's integrated platform enables you to understand visitor behaviour, run experiments, personalise experiences and re-engage them across the entire customer journey. VWO is used by 6,000 customers in 90 countries including brands like Domino’s, HBO, eBay and Disney. It is used across multiple industries like online retail, travel, fashion, SaaS, media and entertainment. |
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4:20-5:00 |
AFTERNOON KEYNOTE:Video Preview Inside! The Disruption Mindset: Why Some Organizations Transform While Others Fail Charlene Li - Altimeter, a Prophet Company ![]() The Disruption Mindset: Why Some Organizations Transform While Others FailOverview"Disrupt or Die" has been the rallying cry for decades, but what does it actually mean to be disruptive, to make it the center of your strategy? Many companies set a goal to develop "disruptive" innovations, believing innovation will disrupt their market and drive growth. But that's not how it works: disruption doesn't create growth. Growth creates disruption. Transformations are never easy, and the unrelenting pace of technological change makes it doubly difficult. But there's hope and a way forward — starting with reframing your strategy, leadership and culture so that disruptive growth is at the top of your agenda. In Charlene's keynote you'll learn how to: - Define what disruption is — and isn't — and how it can drive growth. Register now and receive a free copy of Charlene's new book, "The Disruption Mindset: Why Some Organizations Transform While Others Fail," at the conference. (First come, first served!) |
Solutions
How DestinationXL is Using Data & AI to Transform its Retail Business![]() How DestinationXL is Using Data & AI to Transform its Retail BusinessOverviewThe 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:
Also learn how Element Solutions, a digital transformation consulting firm and industry leader in customer satisfaction, helped DXL through its data-driven marketing journey. ![]() Speakers![]() Laura CicchelliVP of CRM and Analytics, DXL![]() Venu GootyHead, Data Driven Intelligence Practice, Element SolutionsSponsorHGS Digital is a global team of 500+ leading strategic thinkers, digital marketing and design masters, data analysts, software engineers, and process optimization specialists with an elemental desire to create transformative digital solutions. We are dedicated to creating frictionless technological experiences that solve problems and significantly improve people’s lives. |
Discover MarTech Theater
How The New York Times Runs Agile Marketing Technology Teams - The New York TimesHow The New York Times Runs Agile Marketing Technology Teams - The New York TimesOverviewAgile 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. Speakers![]() Matthew DonovanExecutive Director, Growth Engineering, The New York Times![]() Nimpee KaulProgram Manager, The New York TimesSponsorThe New Omni-Channel Stack - Real Story GroupOverviewOmni-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. SponsorFounded 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. |
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5:00-6:00 |
Solutions
Architecting a Future-Proof Martech Stack: A Chief Growth Officer's Guide to Filling in the Missing Pieces![]() Architecting a Future-Proof Martech Stack: A Chief Growth Officer's Guide to Filling in the Missing PiecesOverviewData-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. SponsorSan Francisco-based Blueshift is the leading AI-powered Customer Data Platform. Its patented AI technology empowers marketers to deeply understand their customer data, and orchestrate 1:1 campaigns across multiple channels. Leading consumer brands such as LendingTree, Udacity, IAC, and the BBC use Blueshift to increase customer engagement and revenue. The company is backed by prominent venture capital firms including Storm Ventures and Nexus Venture Partners. |
Discover MarTech Theater
Hidden Insights of Email Deliverability - ValidityHidden Insights of Email Deliverability - ValidityOverviewJoin Validity to explore new metrics and engagement tactics to help optimize your deliverability amidst a changing email landscape. SponsorBased in Boston’s Back Bay, Validity is one of the fastest growing tech companies in the US. Validity software is trusted by thousands of organizations worldwide to manage customer data, maintain quality data within Salesforce, verify email addresses for critical consumer apps, and assess their data for more effective growth. If you need more effective marketing campaigns, you need better data, verified emails, and data quality solutions to drive your future growth. Leveraging Technology to Build Global Marketing Teams at Scale - AirtableOverviewMultinational 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. SponsorAirtable is the first user-friendly platform to enable people in any industry or role to create their own useful business applications. Brands like Hubspot, JetBlue, and TIME use Airtable for everything from marketing strategic planning to content calendar creation to video production workflows. |
Time |
Wednesday, September 18 |
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7:30-9:00 |
Breakfast & Registration Come pick up your badge and conference materials, then head up to the breakfast keynote. |
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8:15-8:45 |
Breakfast Keynote: "Do Not Sell": Comparing and Tackling CCPA and Nevada Requirements
Stephanie Hanson - OneTrust PreferenceChoice ![]() ![]() Breakfast Keynote: "Do Not Sell": Comparing and Tackling CCPA and Nevada RequirementsOverviewThe CCPA has started an avalanche of new state privacy laws and amendments around the country. From New York to Nevada, these regulations aim to put the control of personal data back with the people, but leave privacy and marketing teams with even more questions. Just how alike are the CCPA's "Do Not Sell" and Nevada Privacy Law's "Opt Out of Sale" requirements? How do you understand what data you sell and where that data exists? How can you create customer experiences that deliver on user experience expectations that also integrate with backend systems to automate the process? This session will answer these questions, compare the two laws, share a "Do Not Sell"/"Opt Out of Sale" roadmap and action plan and detail how to create a scalable and sustainable approach to consumer rights to comply with a variety of state and global privacy laws. Key takeaways:
SponsorOneTrust 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. |
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9:00-10:15 |
MAIN STAGE KEYNOTES:From CMO to CEO: The Journey and Lessons Learned Mike Volpe - Lola.com ![]() Orchestration Beats Sophistication in Marketing & Martech Cesar Brea - Bain & Company ![]() From CMO to CEO: The Journey and Lessons LearnedOverviewWant to be CEO? Marketing hasn't traditionally been the path, but changes may be afoot. After stints as CMO at HubSpot and Cybereason, Mike landed the top job at Lola.com. In the last year, he's been experiencing the journey from marketing leader to CEO. In this entertaining keynote, he'll discuss the transition from CMO to CEO and how the CMO role is a new and fertile breeding ground for CEOs. You'll get a first hand account of the strengths and weaknesses that a marketer brings to the CEO role, insight on how a CMO should prepare to be CEO, and how being CEO changes the way you think about marketing. Orchestration Beats Sophistication in Marketing & MartechOverviewYou've designed and deployed and a killer martech stack. Congrats. Getting a return on the investment? Revenue increasing? Gaining market share? More productive? Perhaps you're falling even further behind your stiffest competition. Market leaders know something you may have missed: they are 2.5-4x more likely to focus on talent, organizational alignment, measurement, data accessibility and integration than market laggards, according to a recent Bain study of US marketers. The secret sauce is that market leaders consistently focus more the orchestration and organization of their marketing efforts than in their technical sophistication. In this keynote, Cesar will present excerpts from Bain's research, examples of leading firms that are demonstrating effective orchestration and the latest frameworks that you can use to keep your martech efforts on the right path. |
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10:15-10:55 |
Refreshments & Expo Hall Time |
Solutions
Promise vs Reality in Marketing Technology![]() Promise vs Reality in Marketing TechnologyOverviewHow 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. ![]() Speakers![]() Jennifer NoonanDirector, Solution Consulting, Infor CX![]() Laura CicchelliVP of CRM and Analytics, DXL![]() Charlene Higgins-CrawfordVP Managing Director, Strategy and Project Management, DXL GroupSponsorInfor 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. |
Discover MarTech Theater
The Perfect Marriage - Paid Advertising & Feeds - Exclusive ConceptsThe Perfect Marriage - Paid Advertising & Feeds - Exclusive ConceptsOverviewIn 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. ![]() Speakers![]() Logan DurantSenior Director of Paid Search & Marketplaces in Paid Advertising, Exclusive Concepts![]() Peter FopianoSenior Director of Feeds and Data Sciences, Exclusive ConceptsSponsorAchieve Unprecedented 1:1 Personalization And Effective Revenue Operations Through Self-Learning Customer Intelligence - ZylotechOverviewThe 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. SponsorZylotech’s Self-Learning CDP provides B2B organizations with a complete, unified view of all customer data empowering cross-functional teams with greater agility, efficiency, and consistency. This approach is leading to new operational strategies that address each stage of the customer journey to meet evolving requirements. Zylotech has developed its Revenue Operations (RevOps) Framework to provide the necessary guidance for B2B organizations to meet these evolving requirements and to break through marketing, sales and customer operations silos to establish alignment across customer-facing teams. For more information please visit: www.zylotech.com. |
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10:55-11:35 |
Marketing & Leadership
How to Organize and Coach Outstanding Marketing Operations Teams Kimi Corrigan - Duo Security at Cisco How to Organize and Coach Outstanding Marketing Operations Teams 10:55 AM-11:35 AM (40min) Speakers![]() Kimi CorriganHead of Marketing Operations, Duo Security at CiscoModeratorErica Seidel CEO, The Connective Good, @erica_seidelOverviewMarketing Operations is the heart of marketing. Without it, data doesn't flow, campaigns aren't executed and customers get confused, frustrated and upset. In this session, you'll learn how to organize, coach and build successful marketing operations teams in organizations large and small. In this session, you'll learn how to improve the efficiency and effectiveness of marketing through people, process, technology and data so that you can achieve your goals. Key takeaways include: - Key roles on the MOPs team and how you can justify them |
Data & Analytics
5 Practical, Real-World Applications of AI in Marketing Christopher Penn - Trust Insights 5 Practical, Real-World Applications of AI in Marketing 10:55 AM-11:35 AM (40min) Speakers![]() Christopher PennChief Data Scientist, Trust Insights, @cspennModeratorAnand Thaker CEO & Founder, IntelliPhi, @anandthakerOverviewSkeptical what you can do with AI? Curious what's practical? Attend this session to learn about real-world applications of AI and machine learning that you can bring back to your organization. Christopher will show you how to apply five different AI techniques to solving five common challenges in marketing: - How to do market research by using text mining on a wide range of customer data Attend this talk and you'll walk away with an actionable AI toolbox that boost marketing performance. |
Technology & Operations
Putting the Customer in Custom Objects Justin Sharaf - LogMeIn Putting the Customer in Custom Objects 10:55 AM-11:35 AM (40min) Speakers![]() Justin SharafDirector, Marketing Technology and Operations, LogMeIn, @babblnbostonianModeratorDuane Schulz Principal, Schulz Advisors LLC, @duaneschulzOverviewWhen LogMeIn decided to move to a brand new instance of Marketo, a priority was ensuring marketers to distinguish customers from non-customers. Easier said than done, because as a result of acquisitions, the company has: - more than 10 different internal customer databases In this session, you'll get an inside look into how LogMeIn uses Marketo Custom Objects to identify customers and important information about their purchase(s), how they use LogMeIn products, and how they engage in campaigns. For a product like GoToMeeting, this means being able to create custom marketing programs for a customer who has a specific tier, paid a specific price, and has had a specific number of meetings in the last 30 days. The granularity is very powerful and enables the ultimate personalized experience. With over 40 million custom object records across more than 10 unique custom objects with over 500 unique custom object fields, it's a lot to maintain, but the flexibility and visibility are invaluable. |
Solutions
CDPs: Choosing the Right Type for Your Customer Data Strategy![]() CDPs: Choosing the Right Type for Your Customer Data StrategyOverviewFrom 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:
![]() Speakers![]() Elizabeth MarshallManager, Solution Consulting North America - Northwest and Central, TealiumSponsorTealium connects customer data– spanning web, mobile, offline, and IoT devices— so brands can connect with their customers. Tealium’s turnkey integration ecosystem supports over 1,200 client-side and server-side vendors and technologies, empowering brands to create a unified, real-time customer data infrastructure. The Tealium Customer Data Hub encompasses tag management, an API hub, a customer data platform with machine learning, and data management solutions that make customer data more valuable, actionable, and secure. More than 1,000 businesses worldwide trust Tealium to power their customer data strategies. For more information, visit www.tealium.com. |
Discover MarTech Theater
Your Data Is A Wonderland - Akamai Technologies, IncYour Data Is A Wonderland - Akamai Technologies, IncOverviewIn 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. SponsorMyths Vendors Tell - Real Story GroupOverviewVisualizing 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! Sponsor |
11:35-11:50 |
Refreshments & Expo Hall Time |
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11:50-12:30 |
Marketing & Leadership
Creating and Enabling a Unified Marketing Ecosystem Shaunna Conway - Deloitte Patrick McQuaid - TD Bank Creating and Enabling a Unified Marketing Ecosystem 11:50 AM-12:30 PM (40min) Speakers![]() Shaunna ConwayPartner, Marketing Transformation and Technology, Deloitte![]() Patrick McQuaidVP Marketing Technology, Analytics and Insights, TD BankModeratorDuane Schulz Principal, Schulz Advisors LLC, @duaneschulzOverviewIncreased competition, rising customer expectations, and a critical need to evolve legacy capabilities have spurred a digital race in the financial industry. Companies must deliver meaningful experiences to their customers to win, and can only do that by delivering content at scale, collecting data driven insights, and enabling automation. In this session, you'll learn how TD Bank and Deloitte have collaborated to strengthen TD's entire marketing ecosystem across multiple channels and lines of business. By understanding the challenges they faced and how they've been working to overcome them, you'll bring home ideas for your own digital transformation efforts. Topics covered will include: - Building support and momentum around a "marketing ecosystem" vision |
Data & Analytics
How Credible Are Those Numbers, Really? Amos Budde - Civis Analytics How Credible Are Those Numbers, Really? 11:50 AM-12:30 PM (40min) Speakers![]() Amos BuddeVP of Applied Data Science, Civis Analytics, @civisanalyticsOverviewEvery day, marketers and business leaders make decisions based on insights and metrics that are assumed to be scientifically sound (or at least directionally accurate). Many of these commonly accepted statistics are flawed. For example, some political polls are done over the phone, which leads to bias in the numbers. How can a marketer identify what's credible and what's not? In this session you'll learn: - Social science basics that all marketers must understand |
Technology & Operations
Your Personalization is Dead Without the Right Stack Taxonomy Dan McGaw - Effin Amazing Your Personalization is Dead Without the Right Stack Taxonomy 11:50 AM-12:30 PM (40min) Speakers![]() Dan McGawCEO, Effin Amazing, @danielmcgawModeratorAnand Thaker CEO & Founder, IntelliPhi, @anandthakerOverviewGetting personalization right is tricky as ever, even with the latest machine learning and AI capabilities. Before you can build and implement an effective personalization program, you have to have a well structured marketing technology stack "taxonomy." Taxonomy is how your organization defines customer data points and how they are used throughout your martech stack. Without a well-defined taxonomy, you will be calling Sally by her company_name in emails, and telling John Deer Inc. that they need to buy toasters in your display ads. Attend this session to learn: - The value of applying taxonomy to your stack |
Solutions
How Real-Time Decisioning Delivers Great Customer Journeys![]() How Real-Time Decisioning Delivers Great Customer JourneysOverviewToday, 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 SponsorKitewheel, the leader in omnichannel journey management, empowers today's global brands through customer journey analytics and orchestration. Kitewheel's Customer Journey Hub helps enterprise brands plan and deliver real-time journeys and personalized experiences across all customer interaction channels and systems — websites, social networks, paid media, call centers, mobile apps and much more. Kitewheel serves its global partner and client base from offices in Boston, New York City and London. For more information, please visit www.kitewheel.com and follow Kitewheel on Twitter and LinkedIn. |
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Proving Social Marketing ROI - HootsuiteProving Social Marketing ROI - HootsuiteOverviewAmway, 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. Speakers![]() Michael BlondéGlobal Director, Strategic Customer Program, Hootsuite![]() Brad Van HouteManager, Global Social Experience, AmwaySponsorEnabling Agility and Efficiency Through Marketing Data Re-Architecture - AncestryOverviewThe 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:
Sponsor |
12:30-2:00 |
Lunch & Expo Hall Time
Lunch Presentation: Industry Dive makes a Big Splash with the Lytics Customer Data Platform
![]() Lunch Presentation: Industry Dive makes a Big Splash with the Lytics Customer Data PlatformOverviewHow can your organization move from a murky customer vision to a clear stream of customer data? Attend this session to hear how Industry Dive did it! Industry Dive, one of the business world's fastest-growing sources of journalism, serving 7+ million decision-makers across 19 different dynamic industries, took the plunge with the Lytics Customer Data Platform. This resulted in a more than 40% increase in click-throughs, that ultimately led to a significant boost in email newsletter subscriptions. Join Robin Re, VP of Marketing at Industry Dive, as she shares how her organization is making a big splash with advertisers and readers through their unique brand of business journalism and digital content creation--driven by the Lytics CDP. SponsorLytics, the real-time customer data platform (CDP), helps organizations create a single view of their customers. Organizations can unify data and surface insights in order for marketers to deliver and automate a personalized journey based on customer behavior and preferences to improve overall efficiency and drive growth. Lytics enables some of the most innovative brands including Nestlé Purina, The Economist, AEG, Atlassian, Heineken, and Yamaha.
Lunch Presentation: Growing Your Business with Customer Personas and Journey Maps
![]() Lunch Presentation: Growing Your Business with Customer Personas and Journey MapsOverviewJoin Mailchimp's Senior UX Research Manager, Patti Carlson, as she presents the value in putting your customers at the heart of your marketing-a practice which helps Mailchimp grow their business. During this session, Patti will discuss her team's core work, including customer personas and journey maps, and explain how these research findings can serve to create more personalized, effective marketing campaigns. SponsorMailchimp empowers small businesses to do big things by giving them innovative marketing tools that help them grow. Whether you want to get more people to download your app or keep loyal customers coming back, Mailchimp has all the features and integrations you need to become the brand you want to be. |
Solutions
Machine-Learn, Not Machine-Burn: How to De-risk Your Path to Better Marketing![]() Machine-Learn, Not Machine-Burn: How to De-risk Your Path to Better MarketingOverviewOur 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. SponsorZeta Global is a data-driven marketing technology company specializing in signal-based, individualized marketing at scale. Our proprietary Data Cloud features 750 million permission-based identities providing high-fidelity signals on interest and intent. We empower marketers to grow their business by connecting with interested individuals and engaging them with the right messaging at moments that matter most. To learn more about Zeta Global visit www.zetaglobal.com. ![]() Are You Pushing Products, or Connecting Conversations? The Five Principles of an Always-On Customer ExperienceOverviewAdaptation 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
![]() Speakers![]() Matt NolanSr. Director of Product Marketing, Decision Sciences, Pegasystems![]() Andrew LeClairProduct Marketing Manager, Decision Sciences, PegasystemsSponsorWith Pega you engage customers 1:1 across inbound, outbound, owned, and paid channels to maximize Customer Lifetime Value. Our AI analyzes each individual and delivers a relevant Next-Best-Action in real-time - balancing what’s best for the customer, with what’s best for your business. Our solution’s hyper-personalization capabilities combine predictive analytics, machine learning, complex event processing, performance simulation, and decision management, to help generate a 10-1 ROI. |
Discover MarTech Theater
Get the Right Vendor Short List - Real Story GroupGet the Right Vendor Short List - Real Story GroupOverviewYou'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. SponsorFounded 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. How to Unlock the ABM Black Box (Personalization is the Key) - Elevated ThirdOverviewWe'll cover:
SponsorFounded in 2004, Elevated Third is a digital agency specialized in helping B2B companies harness the power of Drupal. Across multiple US offices, we leverage Drupal to integrate empower B2B marketing ecosystems with strategic thinking, top-notch user experience design, and world-class Drupal development. As a team of creative thinkers and technical doers, we help clients market better, manage easier, and grow faster. The Missing Link: Why Your Martech Stack Needs Project Management Software - TeamworkOverviewUntil 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. SponsorAt Teamwork, we’re driven by a vision to make teams around the world more efficient, organized and happy. Our suite of integrated software works together to take care of the everyday logistics, so you can focus on the productive and brilliant. Our tools include project management, helpdesk, chat, CRM and document management software and they’re used by marketing teams of all sizes, in all industries — both client and agency side. Visit our website https://www.teamwork.com/ to find out how Teamwork can help your marketing team work together, beautifully. Scale Content Creation with DAM: How a High-Growth Music Company Creates More Assets, More Often - BynderOverviewNew 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. ![]() Speakers![]() Brian KavanaughHead of US Demand Generation, Bynder![]() Dean DavisProduct Manager, Sofar SoundsSponsorBynder is the fastest way to professionally manage digital files. Its award-winning digital asset management (DAM) platform offers marketers a smart way to find and share creative files such as graphics, videos and documents. More than 250,000 brand managers, marketers and creatives from 450+ organizations like PUMA, innocent drinks and KLM Royal Dutch Airlines, use Bynder to organize company files; edit and approve projects in real time; auto-format and resize files; and make the right content available to others at the click of a button. Founded in 2013 by CEO Chris Hall, Bynder is headquartered in Amsterdam with offices in Boston, London, Barcelona, Rotterdam and Dubai. For more information, visit www.bynder.com or follow Bynder on Twitter@Bynder. |
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2:00-2:40 |
Marketing & Leadership
5 Ways to Improve Your Drip and Nurture Campaigns to Increase the Flow Correy Honza - Healthgrades Todd McMurtrey - Healthgrades 5 Ways to Improve Your Drip and Nurture Campaigns to Increase the Flow 2:00 PM-2:40 PM (40min) Speakers![]() Correy HonzaSenior Director of Consumer Marketing, Healthgrades, @correyhonza![]() Todd McMurtreyDirector - Marketing Technology, Healthgrades, @yotoddModeratorErica Seidel CEO, The Connective Good, @erica_seidelOverviewDrip and nurture campaigns can be remarkably effective tools for engaging and converting prospects, but having a strategy for testing, segmentation and multiple channels is table stakes. In this presentation you'll get a look into a range of marketing automation topics to help increase your funnel conversion, including: - Strategic Testing: Make your testing more effective and informative. Have you ever run an A/B test and felt like it didn't help you create the next email or make the next design change? You'll get a framework for testing to help answer broader strategic questions, and to make your next campaign even better. |
Data & Analytics
Using Scenario Analysis to Improve Your Customer Experience Laura Patterson - VisionEdge Marketing Using Scenario Analysis to Improve Your Customer Experience 2:00 PM-2:40 PM (40min) Speakers![]() Laura PattersonPresident, VisionEdge Marketing, @lauravemOverview"Scenario analysis" is a valuable tool every company can use to hone its skills at anticipating and preparing for a variety of business situations and outcomes — including customer experience. This session explains how to employ scenario analysis to deliver better customer experiences. Laura will show you how to use scenario analysis techniques to sharpen your CX strategy, challenge your CX assumptions, and detect the early warning signals when customer experience diverges from your expectations (or the customer's). Takeways from the case studies presented in this session will include: - How to plan for and anticipate the unexpected along the buyer's journey |
Technology & Operations
Avoiding Random Acts of Martech: Creating a Process for Acquiring New Marketing Technology Anita Brearton - CabinetM Stacy Falkman - 6Sense, Inc. John Jagelsky - QuickBase Steve Petersen - Western Governors University Avoiding Random Acts of Martech: Creating a Process for Acquiring New Marketing Technology 2:00 PM-2:40 PM (40min) Speakers![]() Anita BreartonFounder/CEO, CabinetM, @abrearton![]() Stacy FalkmanSr. Customer Success Manager, 6Sense, Inc.![]() John JagelskySenior Manager Marketing Operations, QuickBase![]() Steve PetersenMarketing Technology Manager, Western Governors UniversityModeratorDuane Schulz Principal, Schulz Advisors LLC, @duaneschulzOverviewHave you ever felt like you've been playing one big game of Whack-a-Mole trying to manage the purchasing of marketing technology across your organization? Duplicate products, contracts, and functionality (aka random acts of martech), lead to overspending on software, low productivity, poor performance… and make you crazy. If only you had a sensible process for acquiring new marketing technology. Overcome purchasing chaos and create processes that enable your organization to move quickly. In this session you'll learn how to: - Identify stakeholders and get buy-in |
Solutions
How the Hottest Retail IPO This Year, Revolve, Creates Innovative Customer Journeys![]() How the Hottest Retail IPO This Year, Revolve, Creates Innovative Customer JourneysOverviewCustomer 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:
SponsorCordial activates real-time customer data from anywhere in your technology stack, enabling you to create and deliver tailored messages that flex and adapt to changing customer signals. Over 200 brands, including 1-800 Contacts, Edible Arrangements, Lucky Brand, FTD and Revolve use Cordial to consolidate redundant technology, eliminate data silos, remove internal friction, and create brand experiences that drive bottom-line impact. |
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2:40-3:10 |
Refreshments & Expo Hall Time |
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3:10-3:50 |
Marketing & Leadership
Outside-In, CX-Led Architectures to Drive Digital Transformations Henry Hernandez-Reveron - AKQA Outside-In, CX-Led Architectures to Drive Digital Transformations 3:10 PM-3:50 PM (40min) Speakers![]() Henry Hernandez-ReveronTechnology Director, AKQA, @haitch_ioOverviewMarketing technology architectures traditionally have been designed with an approach that is focused on the inner workings of the enterprise rather than truly being centered around the customer. This inward focus on business requirements actually ends up making it harder to deliver world class customer experiences. So how can you build systems around customers, instead of shoe-horning them in at the end? In this session, you'll learn how a CX-led architecture can transform customer experiences and lead to greater marketing success. Key concepts include how to: - Reframe your martech stack strategy around customer experience |
Data & Analytics
Don't Be Evil: A Framework for Lean Surveillance Marketing Duane Schulz - Schulz Advisors LLC Don't Be Evil: A Framework for Lean Surveillance Marketing 3:10 PM-3:50 PM (40min) Speakers![]() Duane SchulzPrincipal, Schulz Advisors LLC, @duaneschulzModeratorErica Seidel CEO, The Connective Good, @erica_seidelOverviewThe launch of GDPR, recent news about Facebook's ethics, and Equifax's data breach have raised consumer privacy concerns to a critical level. But the problem isn't only at the big platforms' doors. Martech practitioners describe privacy and data management as a "compliance" matter, and only 36% of participants in the 2019 Martech Salary Survey were responsible for data privacy and compliance in their martech stack. The fact is that we marketers practice surveillance. In pursuit of leads and revenue, we track behavior, target individuals, disrupt journeys, gather data without implicit consent, and perform identity resolution - primarily through our martech stack - often without our knowledge. Data is not the new oil. Trust is. What if we shift focus from short-term leads to growing trust and long-term brand value, taking on a mindset that embraces privacy and transparency as core principles of a user-first digital experience. This session presents a path forward through a set of customer/user "first principles" and a Framework for Lean-Surveillance Marketing. Attend this session for key takeaways including: - Learn how Martech is contributing to users' growing privacy and trust concerns. |
Technology & Operations
Migration Machine: How to Integrate Martech in a Fast-Moving M&A Environment Patrick Slavin - PTC Migration Machine: How to Integrate Martech in a Fast-Moving M&A Environment 3:10 PM-3:50 PM (40min) Speakers![]() Patrick SlavinDirector, Web Strategy and Marketing Technology, PTCModeratorAnand Thaker CEO & Founder, IntelliPhi, @anandthakerOverviewSeen from a martech perspective, all corporate acquisitions are the same: disparate systems must be reconciled, integrated and organized. In this session, you'll learn how PTC evaluated their systems, processes and supporting resources for martech across multiple acquisitions — big and small — to unify systems and processes. Attend for actionable insights into: - critical considerations when conducting a migration |
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3:50-4:00 | Break |
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4:00-4:40 |
CLOSING KEYNOTE:Video Preview Inside! Disrupting Disruption Mitch Joel - Six Pixels Group ![]() Disrupting DisruptionOverviewWe live in a culture of change. Most brands are overwhelmed by the massive shifts that they have to make to their business models. Disruption is everywhere. Digital transformation is imperative. We live in the Uber-ization of everything. There are several new (and dramatic) realities that will force businesses to rethink many of their commonly held beliefs about what works today, and what the future may look like. Interestingly, this is less about the evolution of technology and much more about how consumers are much more efficient in this very different landscape. The result? Consumers have adopted technology in a way that has fundamentally changed how they buy and interact with businesses. An open mind is required for this keynote, because the world continues to change and challenge marketers like never before. The new leadership is being a digital leader. Is your business ready to disrupt disruption? |
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