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

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The MarTech® Agenda

The MarTech agenda will be posted soon! Complete the “Tell me more about MarTech!” form to receive breaking news, agenda updates, and exclusive offers.

Want to know what to expect at MarTech? Check out the agenda from our San Jose show.

Expanded & Mobile Agenda

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Calendar

Workshops - Monday, September 16th

Pre-Conference Workshops (Additional Fee) - 1:00 PM-5:00 PM

The Right Way To Buy Marketing Technology

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    Workshops

Presented by Tony Byrne

Overview

Nearly everyone attending MarTech is planning to implement a new technology solution in the next year. But what are best practices for evaluating technologies, choosing vendors, and getting your colleagues on board with the process? Tony Byrne will answer those questions and more in this in-depth workshop. Learn More.

Agile Marketing Advantage

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    Workshops

Presented by Andrea Fryrear

Overview

The pace of marketing is accelerating. And marketing teams need to keep pace. This workshop will show you how to do just that! Marketing pioneer Andrea Fryrear will show you how adopting “agile” and “lean” methods will lead to better marketing results. Learn More.

Creating Connected Experiences

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    Workshops

Presented by Jeff Cram

Overview

Want to get the full payoff from your marketing technology investments? Aligning them with your customer experience strategy and digital execution. Attend this workshop for practical frameworks and models to identify and fix cracks in your digital customer experience. Learn More.

Using CDP to Make the Most of Your Customer Data

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Presented by David Raab

Overview

Most marketers, if you really push them, admit that their data is a mess. If you’re one of them, join David Raab for a comprehensive dive into customer data platforms: what are they, why you need one, choosing the right solution, and preparing the business case for adoption. Learn More.

Building a Badass Marketing Team with Talent Optimization

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Presented by Erica Seidel

Overview

Great marketing results start with a great marketing team. How do you know that the team you have in place is capable of achieving optimal results? Attend this workshop to learn a Talent Design & Optimization framework so you can strategically design your team, align team members to your culture and goals, hire purposefully, and manage the team smartly as your business grows. Learn More.

Optimizing SEO Operations for Marketing Leaders

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Presented by Jessica Bowman

Overview

SEO won’t deliver the results you expect, no matter how skilled your team is, if SEO operations aren’t properly integrated into your organization. Traffic from SEO may grow, but probably not at the pace it could be growing. SEO expert Jessica Bowman will reveal an SEO framework for marketing operations leadership, what your responsibilities are as a marketing leader, and much more in this immersive workshop. Learn More.

A Marketer’s Guide To Attribution Analysis

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Presented by Christopher Penn

Overview

What if you could accomplish attribution analysis with tools you already have? What if you could know the value of your marketing based on data you’ve already collected? It’s possible. Christopher Penn will explore why attribution analysis is important, why it’s broken, what kinds of attribution models exist, and how you can get started with 5 different kinds of models. Learn More.

Your Lifeboat For The Coming Data Privacy Storm

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    Workshops

Presented by Kristina Podnar

Overview

Nearly everyone at MarTech is, or ought to be, thinking about GDPR, CCPA, LGDP and the slew of privacy regulations engulfing marketing efforts. What everyone should not be doing is worrying or slowing down day-to-day operations to play the privacy compliance whack-a-mole. Join this session where Kristina will provide you with a framework for immunizing your organizations against the growing data regulation trends so that you can get back to the business of marketing. Learn More.

Calendar

Monday, September 16th

4:15-5:00

Speed Networking

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    General

Overview

Kick off MarTech with a lightning round of speed networking. You'll meet random attendees and have an opportunity to forge new bonds before the show gets started! (Open to all pass holders.)

5:00-7:00

Opening Reception

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    General

Overview

Continue the conversation with fellow attendees over cocktails and snacks while mingling with market-defining vendors in the Expo Hall.

Calendar

Discover MarTech Agenda - Tuesday, September 17th

10:20-10:35

Digitally Transforming CX - Meeting clients at THEIR Moment of Need - Pitney Bowes

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    Discover MarTech

Presented by:

Overview

By 2020, 85% of all customer engagement will take place without the aid of a human...so how are leading organizations achieving this via the digital transformation of their customer engagement? Embracing clients at their moments of need is more crucial than ever before...Join us as we examine how our clients provide meaningful business impact and win in the highly-competitive battleground of customer experience. Discover the digital tools - Chatbot, Personalized Video, Mobile and Self-Service - that are enabling customer-obsessed organizations to embrace new market opportunities and exceed customer expectations.

Speaker

Matt Tredinnick

Global Director, Product Marketing, Pitney Bowes
10:40-10:55

VanillaSoft

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    Discover MarTech

Presented by:

Overview

TBA

1:40-1:55

The Next Generation of Social Media Monitoring: Introducing Automated Trend Detection & Insights - Synthesio

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    Discover MarTech

Presented by:

Overview

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

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

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

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

Speaker

Ryan McGinnis

Senior Enterprise Account Executive, Synthesio, an Ipsos company

Speaker

Vijay Renganathan

Director of Sales Engineering at Synthesio, Synthesio, an Ipsos company
2:30-2:45

Workfront

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    Discover MarTech

Presented by:

Overview

TBA

2:50-3:05

AB Tasty

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    Discover MarTech

Presented by:

Overview

TBA

4:00-4:15

VWO

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    Discover MarTech

Presented by:

Overview

TBA

Calendar

Tuesday, September 17th

7:00-9:00

Breakfast & Registration

8:15-8:45

Breakfast Keynote: Workfront

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    Solutions

Presented by:

Overview

TBA

Sponsor

Workfront is the first modern work management platform that breaks down the barriers of getting work done, providing one place to orchestrate and accelerate work. At its core, Workfront is built for people. See why more than 4,000 of the world’s most forward-thinking brands love Workfront at workfront.com.

9:00-10:15

Platforming Marketing: Marketing Operations as an Organizational Platform

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    Keynote

Overview

Platform 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.

Speaker

Scott Brinker

Conference Chair, MarTech & Editor, chiefmartec.com,

10:15-10:55

Refreshments & Expo Hall Opens

Magnolia

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    Solutions

Presented by:

Overview

TBA

Sponsor

Magnolia CMS is a content management system that empowers enterprises to deliver exceptional digital experiences. Serve up just the right content for your customers with personalization while ensuring consistent experiences across channels. Magnolia is designed to integrate seamlessly with your other critical marketing technologies, allowing both marketers and IT to use tools that deliver the most value to customers. Leading organizations like Jet Blue, Virgin America and New York Times are already leveraging Magnolia to enhance their digital presence. Visit www.magnolia-cms.com or call +1 305 267 3033 for more information.

10:55-11:35

Thriving in the Age of Data Privacy Regulations

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    Marketing & Leadership

Overview

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

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

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

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

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

Speaker

Kristina Podnar

Digital Policy Consultant, The Power of Digital Policy,

Applying Data Science and Analytics in Marketing

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    Data & Analytics

Overview

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

In this session, you'll learn how to:

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

Speaker

Patty Spiller

Sr Director, Growth Marketing, Livongo

A Strategic Approach to Creating a Healthy Martech Ecosystem

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    Technology & Operations

Overview

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

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

Key takeaways include:

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

Speaker

Eric Olson

Chief Marketing Officer, Quick Base

Aprimo

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    Solutions

Presented by:

Overview

TBA

Sponsor

Aprimo provides technology solutions for content, operations, and performance that enable enterprises to optimize their brand experiences and the resources they use to deliver them. 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.

11:35-11:50

Refreshments & Expo Hall Time

11:50-12:30

Martech Leaders Hit the C-Suite: How to Convey Value of Tech While Rising Above Tactics

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    Marketing & Leadership

Overview

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

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

Speaker

Perry Hewitt

Marketing / Digital Strategy, Colechurch Consulting,

Enabling Agility and Efficiency Through Marketing Data Re-Architecture

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    Data & Analytics

Overview

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

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

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

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

Speakers

Lindsay Chastain

Global Director of Performance Marketing, Ancestry

Jonathan Roman

Global Lead: Data and Technology, Ancestry

Marketing Enablement: Building Capabilities and Igniting Marketing's Potential

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    Technology & Operations

Overview

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

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

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

Speakers

Mary Blanks

Senior Manager, Marketing Enablement Team, Red Hat,

Fran Sapir

Marketing Enablement Program Success Manager, Red Hat

Pantheon

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    Solutions

Presented by:

Overview

TBA

Sponsor

Pantheon puts the power of the Internet in the hands of developers and marketing teams, delivering rock-solid hosting along with the most complete platform for professional website creation. We’ve built the world’s best website management platform—one that gives web teams all of the developer tools, hosting, scaling, performance, workflow, and automation they need to build the best websites in the world. Pantheon powers 200,000 websites, serving billions of pageviews per month. For more information, visit www.pantheon.io.

12:30-2:00

Lunch & Expo Hall Time

Lunch Presentation: IBM

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    Solutions

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Overview

TBA

Sponsor

IBM Watson Marketing is the world's leading AI-powered marketing platform. Harness your data to deliver competitive advantage by getting actionable insights that lead to better customer understanding. With Watson Marketing, marketers can deliver resonant, personalized experiences at scale while freeing themselves to be more innovative and creative.

Lunch Presentation: Blueconic

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    Solutions

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Overview

TBA

Sponsor

BlueConic, the world’s leading customer data platform (CDP), liberates marketers’ first-party data from all the disparate systems in which it currently exists, and makes it available wherever and whenever it is required by the marketer. More than 200 consumer and B2B brands, including Hearst Newspapers, Moen, T-Mobile, ING, America’s Test Kitchen, and American Kennel Club, leverage BlueConic to automate their first-party data collection across sources, unify it into robust, person-level profiles, and activate it in BlueConic or external marketing platforms to improve customer-centric engagement. Founded in 2010, the company is headquartered in Boston, with offices in Europe.

Crownpeak

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    Solutions

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Overview

TBA

Sponsor

Crownpeak 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.

Allocadia

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    Solutions

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Overview

TBA

Sponsor

Allocadia’s platform gives marketers the confidence to know where to invest their next dollar. The recognized leader in Marketing Performance Management (MPM), Allocadia enables marketers to plan strategically, invest with purpose and measure with impact, so teams are able to optimize the impact of their programs. This gives marketers the ability to drive better performance, increase ROI and improve alignment with corporate goals. Companies like Microsoft, GE Healthcare, Box and Charles Schwab manage more than $25 billion marketing dollars within Allocadia, giving their marketers the ability to drive more impact for their organization. Learn how to #RunMarketingBetter at Allocadia.com.

2:00-2:40

Building a Marketing Technology & Operations Team That Soars

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    Marketing & Leadership

Overview

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

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

Attend this session for:

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

Speakers

Erica Seidel

CEO, The Connective Good,

Dave Hsu

Global VP, Marketing Data & Technology, SAP Concur,

Making the Leap to Multi-Touch Marketing Attribution

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    Data & Analytics

Overview

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

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

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

Key takeaways and lessons include:

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

Speakers

Adam Kirby

Director of Marketing, Mediacurrent,

Securing Your Martech Stack: Partnering with IT and Enterprise Security

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    Technology & Operations

Overview

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

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

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

Speakers

Jorge Garcia

Sr. Manager, Marketing Technology, Akamai Technologies, Inc.,

Acquia

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    Solutions

Presented by:

Overview

TBA

Sponsor

Acquia is the open source digital experience company. We provide the world’s most ambitious brands with technology that allows them to embrace innovation and create customer moments that matter. At Acquia, we believe in the power of community - giving our customers the freedom to build tomorrow on their terms. To learn more, visit acquia.com.

2:40-3:10

Refreshments & Expo Hall Time

3:10-3:50

An SEO Framework for Marketing Operations & Technology Leadership

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    Marketing & Leadership

Overview

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

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

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

Speakers

Jessica Bowman

Editor at Large, Search Engine Land, Owner, SEO In-house,

How Credible Are Those Numbers, Really?

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    Data & Analytics

Overview

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

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

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

Speakers

Amos Budde

VP of Applied Data Science, Civis Analytics,

From Wild West to Business Best: Tales of a New Martech Team

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    Technology & Operations

Overview

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

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

Speakers

Shannon Renz

Director of Marketing Technology, SAP Concur

Emily Cnossen

Martech Specialist, SAP Concur

The Truth About Personalization: Using a CDP to personalize marketing on the channels that really matter

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    Solutions

Presented by:

Overview

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

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

Marketers will learn:

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

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

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


Sponsor

Arm Treasure Data enterprise Customer Data Platform (CDP) unifies data from multiple sources - online, offline, IoT and device generated data - and empowers enterprises to disrupt their markets with superior customer experiences. Our customers are creating transformational customer relationships by connecting the data dots with our CDP. Arm Treasure Data is fully owned by Arm Holdings and has a global customer base of over 300 enterprises including Fortune 500 and Global 2000 companies. Our clients manage over 130 trillion records, resulting in more predictable and profitable business results

Speakers

Erik Archer Smith

Director of Marketing, Arm Treasure Data

3:50-4:20

Refreshments & Expo Hall Time

4:20-5:00

The Disruption Mindset: Why Some Organizations Transform While Others Fail

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    Keynote

Overview

"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.
- Identify and prioritize the right disruptive growth moves — and align the organization around them.
- Understand how leaders must show up differently when pursuing a disruption strategy.
- Instill disruption into a status-quo culture.

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!)

Speakers

Charlene Li

Senior Fellow, Altimeter, a Prophet Company,

Element Solutions

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    Solutions

Presented by:

Overview

TBA

Sponsor

Element Solutions 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.

Calendar

Wednesday, September 18th

7:30-9:00

Breakfast & Registration

8:15-8:45

Breakfast Keynote: Onetrust

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    Solutions

Presented by:

Overview

TBA

Sponsor

OneTrust is the largest and most widely used dedicated privacy management technology platform used by more than 2,000 customers, including 200 of the Global 2,000, for compliance with global data privacy regulations, including the GDPR, CCPA, ePrivacy and more.

OneTrust helps organizations implement global privacy requirements, including Data Protection by Design and Default (PbD), Data Protection Impact Assessments (PIA/DPIA), Vendor Risk Management, Incident and Breach Management, Records of Processing (Data Mapping), Consent Management, Cookie Consent Banners, GDPR Data Subject Rights and CCPA Consumer Rights.

To learn more, visit OneTrust.com.

9:00-10:15

From CMO to CEO: The Journey and Lessons Learned

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    Keynote

Overview

Want 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 fetile 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.

Speakers

Mike Volpe

CEO, Lola.com,

Orchestration Beats Sophistication in Marketing & Martech

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    Keynote

Overview

You'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.

Speakers

Cesar Brea

Partner, Bain & Company,

10:15-10:55

Refreshments & Expo Hall Time

Infor

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    Solutions

Presented by:

Overview

TBA

Sponsor

Infor Customer Experience delivers purpose-built sales and marketing solutions that enable organizations to drive consistent, exceptional, and personal experiences over any channel across the entire customer lifecycle, from marketing planning and budgeting, campaign management, awareness creation, sales automation, configure-to-quote and contracts, to customer engagement. Learn more at www.infor.com/cx.

10:55-11:35

How to Organize and Coach Outstanding Marketing Operations Teams

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    Marketing & Leadership

Overview

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

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

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

Speakers

Kimi Corrigan

Head of Marketing Operations, Duo Security at Cisco

5 Practical, Real-World Applications of AI in Marketing

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    Data & Analytics

Overview

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

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

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

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

Speakers

Christopher Penn

Chief Data Scientist, Trust Insights,

Putting the Customer in Custom Objects

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    Technology & Operations

Overview

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

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

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

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

Speakers

Justin Sharaf

Director, Marketing Technology and Operations, LogMeIn,

Tealium

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    Solutions

Presented by:

Overview

TBA

Sponsor

Tealium revolutionizes today’s digital businesses with a universal approach to customer data orchestration – spanning web, mobile, offline and Internet of Things devices. With the power to unify customer data into a single source of truth, Tealium offers a turnkey integration ecosystem supporting more than 1,000 client-side and server-side vendors and technologies. The Tealium Universal Data Hub encompasses tag management, API hub, customer data platform and data management solutions that enable organizations to leverage real-time data to create richer, more personalized digital experiences across every team, technology, and customer touchpoint.

11:35-11:50

Refreshments & Expo Hall Time

11:50-12:30

Marketing & Leadership - TBA

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    Marketing & Leadership

Overview

TBA

Practical Lead Scoring in Google Analytics and Data Studio

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    Data & Analytics

Overview

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

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

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

Speakers

Ruth Burr Reedy

Director of Strategy, UpBuild, LLC,