SEPT 16-18, 2019 | HYNES CONVENTION CENTER | BOSTON, MA SEPT 16-18, 2019 | HYNES CONVENTION CENTER | BOSTON, MA
CloseTrack
Workshops
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.
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Workshops
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.
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Workshops
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.
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Workshops
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.
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Workshops
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.
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Workshops
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.
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Workshops
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.
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Workshops
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.
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Discover MarTech
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.
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Discover MarTech
TBA
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Discover MarTech
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:
CloseTrack
Discover MarTech
TBA
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Discover MarTech
TBA
CloseTrack
Discover MarTech
TBA
CloseTrack
Solutions
TBA
Workfront is the first modern work management platform that breaks down the barriers of getting work done, providing one place to orchestrate and accelerate work. At its core, Workfront is built for people. See why more than 4,000 of the world’s most forward-thinking brands love Workfront at workfront.com.
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Keynote
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.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
CloseTrack
Solutions
TBA
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
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Marketing & Leadership
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:
Kristina Podnar is a digital policy innovator. For over two decades, she has worked with some of the most high-profile companies in the world and has helped them see policies as opportunities to free the organization from uncertainty, risk, and digital gaffes. More importantly though, she helps businesses define frameworks that unlock opportunity, strengthen the brand and liberate employees to drive innovation.
Kristina is the Principal of NativeTrust Consulting, LLC. She has a BA in international studies and an MBA in international business from the Dominican University of California and is certified as both a Change Management Practitioner (APMG International) and a Project Management Professional (Project Management Institute). Her book, The Power of Digital Policy, was published in March 2019.
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Data & Analytics
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
Sr Director, Growth Marketing, Livongo
Patty Spiller is the Head of Growth Marketing at Livongo, with responsibility for user acquisition and retention. Prior to joining Livongo, Patty held various marketing leadership positions, where she was responsible for launching several new innovative products to market in the healthcare and tech space. Patty’s greatest strengths are her creativity, drive and leadership. She thrives on challenges that have a real impact in people’s lives. Patty holds a telecommunications engineering degree from ORT University, Uruguay and an MBA from Stanford Graduate School of Business.
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Technology & Operations
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
Chief Marketing Officer, Quick Base
Eric Olson is Chief Marketing Officer at Quick Base. He joined in April 2019 to lead marketing, including go-to-market strategy, brand development, integrated campaigns, demand generation and customer marketing.
Eric has nearly two decades of experience as a senior go-to-market leader in high-growth technology businesses. Prior to Quick Base, Eric was Chief Marketing Officer for Sovos, where he built the private equity-backed software business’ brand, growth strategy and marketing function from the ground up. Previously, he spent several years in event technology, first leading a high-growth division of Active Network as its general manager where he helped the business enter new markets and establish itself as a market leader for event technology. Then, as CEO of Zerista, he helped grow and sell the mobile startup, building its go-to-market strategy, assembling a cross-functional team and establishing a scalable growth model.
Eric has a B.A. in Journalism from Colorado State University.
CloseTrack
Solutions
TBA
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.
Chief Marketing Officer, Quick Base
Eric Olson is Chief Marketing Officer at Quick Base. He joined in April 2019 to lead marketing, including go-to-market strategy, brand development, integrated campaigns, demand generation and customer marketing.
Eric has nearly two decades of experience as a senior go-to-market leader in high-growth technology businesses. Prior to Quick Base, Eric was Chief Marketing Officer for Sovos, where he built the private equity-backed software business’ brand, growth strategy and marketing function from the ground up. Previously, he spent several years in event technology, first leading a high-growth division of Active Network as its general manager where he helped the business enter new markets and establish itself as a market leader for event technology. Then, as CEO of Zerista, he helped grow and sell the mobile startup, building its go-to-market strategy, assembling a cross-functional team and establishing a scalable growth model.
Eric has a B.A. in Journalism from Colorado State University.
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Marketing & Leadership
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.
Perry Hewitt works at the intersection of marketing and digital strategy, and is passionate about leading high-performing teams to drive sustainable change and impact. Her focus is on bringing modern marketing to mission-driven organizations.
Current and past clients include: the Rockefeller Foundation, Lincoln Center for the Performing Arts, and the Ballmer Group. Previously as Harvard University's chief digital officer, she conceived and led digital strategy for marketing, communications, and engagement.
Based in New York, Perry serves in a number of leadership roles, including the business council for Glasswing Ventures and the boards of Junior Achievement U.S.A. and The Marketing Society New York Hub. She writes and speaks on topics including digital transformation, product management, modern marketing, and women's leadership.
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Data & Analytics
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
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Technology & Operations
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.
Mary Blanks leads Red Hat's global Marketing Capabilities and Enablement team in the development of strategy to enable over 1,000 marketers to power marketing campaigns using a comprehensive technology stack and processes designed to help them execute efficiently and effectively. She has been a marketer for as long as she can remember, starting with brainstorming ideas with her dad to promote her family's restaurant business in the Virginia mountains. After college, she joined Ecolab, ultimately managing the global marketing team for the International Quick Service Restaurant (QSR) business. Prior to joining Red Hat, she launched her own marketing consulting firm, Aubergine Creative, where she helped create and activate marketing strategies into plans that could be executed by marketers and non-marketers alike.
Marketing Enablement Program Success Manager, Red Hat
Fran Sapir is the Marketing Enablement Program Success Manager for Red Hat, where she collaborates with marketing leaders, teams, and internal subject matter experts to identify, scope, and fulfill the enablement needs of the Global Marketing Team. She began her career as a public school counselor, then expanded into the private sector, where she combined her passion for people with her love of technology as a product owner and learning expert; she is Scrum Certified. Fran draws on both her education background and experience working in Agile organizations to communicate complex technical information and develop and facilitate interactive trainings that engage and inspire diverse audiences.
CloseTrack
Solutions
TBA
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.
Mary Blanks leads Red Hat's global Marketing Capabilities and Enablement team in the development of strategy to enable over 1,000 marketers to power marketing campaigns using a comprehensive technology stack and processes designed to help them execute efficiently and effectively. She has been a marketer for as long as she can remember, starting with brainstorming ideas with her dad to promote her family's restaurant business in the Virginia mountains. After college, she joined Ecolab, ultimately managing the global marketing team for the International Quick Service Restaurant (QSR) business. Prior to joining Red Hat, she launched her own marketing consulting firm, Aubergine Creative, where she helped create and activate marketing strategies into plans that could be executed by marketers and non-marketers alike.
Marketing Enablement Program Success Manager, Red Hat
Fran Sapir is the Marketing Enablement Program Success Manager for Red Hat, where she collaborates with marketing leaders, teams, and internal subject matter experts to identify, scope, and fulfill the enablement needs of the Global Marketing Team. She began her career as a public school counselor, then expanded into the private sector, where she combined her passion for people with her love of technology as a product owner and learning expert; she is Scrum Certified. Fran draws on both her education background and experience working in Agile organizations to communicate complex technical information and develop and facilitate interactive trainings that engage and inspire diverse audiences.
CloseTrack
Solutions
TBA
Mary Blanks leads Red Hat's global Marketing Capabilities and Enablement team in the development of strategy to enable over 1,000 marketers to power marketing campaigns using a comprehensive technology stack and processes designed to help them execute efficiently and effectively. She has been a marketer for as long as she can remember, starting with brainstorming ideas with her dad to promote her family's restaurant business in the Virginia mountains. After college, she joined Ecolab, ultimately managing the global marketing team for the International Quick Service Restaurant (QSR) business. Prior to joining Red Hat, she launched her own marketing consulting firm, Aubergine Creative, where she helped create and activate marketing strategies into plans that could be executed by marketers and non-marketers alike.
Marketing Enablement Program Success Manager, Red Hat
Fran Sapir is the Marketing Enablement Program Success Manager for Red Hat, where she collaborates with marketing leaders, teams, and internal subject matter experts to identify, scope, and fulfill the enablement needs of the Global Marketing Team. She began her career as a public school counselor, then expanded into the private sector, where she combined her passion for people with her love of technology as a product owner and learning expert; she is Scrum Certified. Fran draws on both her education background and experience working in Agile organizations to communicate complex technical information and develop and facilitate interactive trainings that engage and inspire diverse audiences.
CloseTrack
Solutions
TBA
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.
Mary Blanks leads Red Hat's global Marketing Capabilities and Enablement team in the development of strategy to enable over 1,000 marketers to power marketing campaigns using a comprehensive technology stack and processes designed to help them execute efficiently and effectively. She has been a marketer for as long as she can remember, starting with brainstorming ideas with her dad to promote her family's restaurant business in the Virginia mountains. After college, she joined Ecolab, ultimately managing the global marketing team for the International Quick Service Restaurant (QSR) business. Prior to joining Red Hat, she launched her own marketing consulting firm, Aubergine Creative, where she helped create and activate marketing strategies into plans that could be executed by marketers and non-marketers alike.
Marketing Enablement Program Success Manager, Red Hat
Fran Sapir is the Marketing Enablement Program Success Manager for Red Hat, where she collaborates with marketing leaders, teams, and internal subject matter experts to identify, scope, and fulfill the enablement needs of the Global Marketing Team. She began her career as a public school counselor, then expanded into the private sector, where she combined her passion for people with her love of technology as a product owner and learning expert; she is Scrum Certified. Fran draws on both her education background and experience working in Agile organizations to communicate complex technical information and develop and facilitate interactive trainings that engage and inspire diverse audiences.
CloseTrack
Solutions
TBA
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.
Mary Blanks leads Red Hat's global Marketing Capabilities and Enablement team in the development of strategy to enable over 1,000 marketers to power marketing campaigns using a comprehensive technology stack and processes designed to help them execute efficiently and effectively. She has been a marketer for as long as she can remember, starting with brainstorming ideas with her dad to promote her family's restaurant business in the Virginia mountains. After college, she joined Ecolab, ultimately managing the global marketing team for the International Quick Service Restaurant (QSR) business. Prior to joining Red Hat, she launched her own marketing consulting firm, Aubergine Creative, where she helped create and activate marketing strategies into plans that could be executed by marketers and non-marketers alike.
Marketing Enablement Program Success Manager, Red Hat
Fran Sapir is the Marketing Enablement Program Success Manager for Red Hat, where she collaborates with marketing leaders, teams, and internal subject matter experts to identify, scope, and fulfill the enablement needs of the Global Marketing Team. She began her career as a public school counselor, then expanded into the private sector, where she combined her passion for people with her love of technology as a product owner and learning expert; she is Scrum Certified. Fran draws on both her education background and experience working in Agile organizations to communicate complex technical information and develop and facilitate interactive trainings that engage and inspire diverse audiences.
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Solutions
TBA
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.
Mary Blanks leads Red Hat's global Marketing Capabilities and Enablement team in the development of strategy to enable over 1,000 marketers to power marketing campaigns using a comprehensive technology stack and processes designed to help them execute efficiently and effectively. She has been a marketer for as long as she can remember, starting with brainstorming ideas with her dad to promote her family's restaurant business in the Virginia mountains. After college, she joined Ecolab, ultimately managing the global marketing team for the International Quick Service Restaurant (QSR) business. Prior to joining Red Hat, she launched her own marketing consulting firm, Aubergine Creative, where she helped create and activate marketing strategies into plans that could be executed by marketers and non-marketers alike.
Marketing Enablement Program Success Manager, Red Hat
Fran Sapir is the Marketing Enablement Program Success Manager for Red Hat, where she collaborates with marketing leaders, teams, and internal subject matter experts to identify, scope, and fulfill the enablement needs of the Global Marketing Team. She began her career as a public school counselor, then expanded into the private sector, where she combined her passion for people with her love of technology as a product owner and learning expert; she is Scrum Certified. Fran draws on both her education background and experience working in Agile organizations to communicate complex technical information and develop and facilitate interactive trainings that engage and inspire diverse audiences.
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Marketing & Leadership
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.
Erica Seidel runs The Connective Good, a retained executive recruiting practice that helps companies land leaders in martech, marketing, digital strategy, marketing analytics, and market research. She also pens a blog called 'Practical Tips on Recruiting Great Analytical Marketing Talent' at www.theconnectivegood.com. Previously, she ran Forrester Research's global advisory businesses for CMOs and digital marketing leaders of Fortune 500 companies, achieving 600% growth and radical improvement in client retention.
She also has significant experience in new product development and user experience, with companies such as Sony, IBM, Pitney Bowes, and Sun Microsystems (now Oracle).
Erica has an MBA in Marketing from the Wharton School of the University of Pennsylvania and a BA in International Relations from Brown University.
Dave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
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Data & Analytics
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
Adam Kirby is the Director of Marketing at Mediacurrent where he oversees the creation and implementation of Mediacurrent's go to market strategy. Adam is a hands-on leader that uses account-based marketing strategies to acquire and retain customers for Mediacurrent. Prior to his current role, Adam spent 12 years at CareerBuilder in Sales Productivity, Business Development, and Marketing Operations. Adam is extremely passionate about leveraging marketing strategy and technology to create value-added experiences, improve products, and grow a company’s brand.
Global VP, Marketing Data & Technology, SAP Concur
@caincDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
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Technology & Operations
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.
A lifetime learner and an innate problem-solver, Jorge Garcia found his home in the Marketing Technology industry. 10+ years in Sales, Sales Management, Program Management, Marketing Analytics, and Marketing Operations roles with large organizations have prepared him for the unique mix of problems a Marketing Technologist faces. He hopes his energy and zeal for technology will attract fellow martech nerds looking to push the industry forward!
Global VP, Marketing Data & Technology, SAP Concur
@caincDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
CloseTrack
Solutions
TBA
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.
A lifetime learner and an innate problem-solver, Jorge Garcia found his home in the Marketing Technology industry. 10+ years in Sales, Sales Management, Program Management, Marketing Analytics, and Marketing Operations roles with large organizations have prepared him for the unique mix of problems a Marketing Technologist faces. He hopes his energy and zeal for technology will attract fellow martech nerds looking to push the industry forward!
Global VP, Marketing Data & Technology, SAP Concur
@caincDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
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Marketing & Leadership
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
Jessica is Editor at Large at Search Engine Land and the founder of SEOinhouse.com, a company on a mission to make in house SEO simpler. She is a leading advocate of in house SEO, started in house SEO programs at Enterprise Rent-A-Car, Business.com and Yahoo! Inc.
Global VP, Marketing Data & Technology, SAP Concur
@caincDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
CloseTrack
Data & Analytics
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
Amos Budde leads a team that designs and implements data science products and services for any organization looking to understand and engage people. Previously, Amos led Civis's Research and Social Science group, a team that helps organizations see their customers as real people, understanding what they think and feel.
Before Civis, Amos worked for Obama for America as a battleground states elections analyst, where he built tools that forecasted the election outcome, informed where to hold campaign rallies, and helped manage volunteer time and resources.
He was awarded a Technology Fellowship with the International Criminal Court in The Hague, Netherlands, where he helped construct a plan for leadership that would improve the Court’s data analytics capabilities. Amos holds a BS in Mathematics from Brown University.
Global VP, Marketing Data & Technology, SAP Concur
@caincDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
CloseTrack
Technology & Operations
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
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
CloseTrack
Solutions
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.
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
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
Director of Marketing, Arm Treasure Data
Erik is a data-driven marketing and sales professional at Arm Treasure Data with 10+ years experience helping companies scale during phases of hyper-growth. Erik got involved with tech early and built the first social media site in Japan using open source technology in the early 2000s.
When not working, he enjoys spending time at the beach with his wife and dog, and obsessing over his automated, indoor garden to finally grow the perfect habanero pepper.
CloseTrack
Keynote
"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!)
Charlene Li is the author of the New York Times bestseller Open Leadership and co-author of the critically acclaimed book, Groundswell. She is working on her sixth book, The Disruption Mindset (August 2019).
Charlene founded and ran Altimeter Group, a disruptive industry analyst firm that was acquired by Prophet in 2015. She has been a respected advisor to Fortune 500 companies on digital transformation and leadership.
She was named one of the Top 50 Leadership Innovators by Inc., and one of the most creative people in business by Fast Company. Charlene is a graduate of Harvard College and Harvard Business School.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
CloseTrack
Solutions
TBA
Charlene Li is the author of the New York Times bestseller Open Leadership and co-author of the critically acclaimed book, Groundswell. She is working on her sixth book, The Disruption Mindset (August 2019).
Charlene founded and ran Altimeter Group, a disruptive industry analyst firm that was acquired by Prophet in 2015. She has been a respected advisor to Fortune 500 companies on digital transformation and leadership.
She was named one of the Top 50 Leadership Innovators by Inc., and one of the most creative people in business by Fast Company. Charlene is a graduate of Harvard College and Harvard Business School.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
CloseTrack
Solutions
TBA
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.
Charlene Li is the author of the New York Times bestseller Open Leadership and co-author of the critically acclaimed book, Groundswell. She is working on her sixth book, The Disruption Mindset (August 2019).
Charlene founded and ran Altimeter Group, a disruptive industry analyst firm that was acquired by Prophet in 2015. She has been a respected advisor to Fortune 500 companies on digital transformation and leadership.
She was named one of the Top 50 Leadership Innovators by Inc., and one of the most creative people in business by Fast Company. Charlene is a graduate of Harvard College and Harvard Business School.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
CloseTrack
Keynote
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.
Mike Volpe is the CMO at Cybereason, a cybersecurity SaaS startup. In less than a year, he has increased web traffic by 580%, grew lead generation by 420%, created 650% more pipeline, and helped grow revenue by 500%. He was also part of the founding team at HubSpot, where he helped grow the company from 5 people to over 1,000 employees, as well as $150m in revenue and a successful IPO. Mike is also active in the startup community as a member of the board of directors for Repsly, as an advisor to Drift, Privy, UserTesting, Digital Ocean, OnShape, Drafted and others, and as an angel investor and a founding partner of the “non-fund” Operator VC. Mike is one of the most sought-after marketing adviors in tech, and you can find him at www.MikeVolpe.com.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
CloseTrack
Keynote
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.
Cesar Brea is a partner in Bain & Company's Marketing and Advanced Analytics practices. Cesar advises clients across a range of industries, with a focus in financial services, consumer goods, and retail. His areas of expertise include top down/bottom up media mix optimization, improving focus and accountability for programs and campaigns, digital channel innovation and optimization, marketing data strategy and platform implementation, and building and running marketing analytics teams Prior to returning to Bain in 2017, Cesar helped to build two marketing software firms; led sales and marketing at Razorfish, the digital agency; led the digital media and marketing practice at Monitor Group; and, founded and led Force Five Partners, a marketing analytics consulting firm. In addition, Cesar has published two books on marketing analytics. In his operating and advisory roles, Cesar has selected, implemented and operated multiple marketing technology platforms. Cesar and his wife Nan Leonard are the parents of triplets, including a disabled son, and helped to start and build Nashoba Learning Group, which today serves 160 children and adults with autism and other intellectual disabilities.
Cesar Brea is a partner in Bain & Company's Marketing and Advanced Analytics practices. Cesar advises clients across a range of industries, with a focus in financial services, consumer goods, and retail. His areas of expertise include top down/bottom up media mix optimization, improving focus and accountability for programs and campaigns, digital channel innovation and optimization, marketing data strategy and platform implementation, and building and running marketing analytics teams.
Prior to returning to Bain in 2017, Cesar helped to build two marketing software firms; led sales and marketing at Razorfish, the digital agency; led the digital media and marketing practice at Monitor Group; and, founded and led Force Five Partners, a marketing analytics consulting firm. In addition, Cesar has published two books on marketing analytics. In his operating and advisory roles, Cesar has selected, implemented and operated multiple marketing technology platforms.
Cesar and his wife Nan Leonard are the parents of triplets, including a disabled son, and helped to start and build Nashoba Learning Group, which today serves 160 children and adults with autism and other intellectual disabilities.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
CloseTrack
Solutions
TBA
Cesar Brea is a partner in Bain & Company's Marketing and Advanced Analytics practices. Cesar advises clients across a range of industries, with a focus in financial services, consumer goods, and retail. His areas of expertise include top down/bottom up media mix optimization, improving focus and accountability for programs and campaigns, digital channel innovation and optimization, marketing data strategy and platform implementation, and building and running marketing analytics teams Prior to returning to Bain in 2017, Cesar helped to build two marketing software firms; led sales and marketing at Razorfish, the digital agency; led the digital media and marketing practice at Monitor Group; and, founded and led Force Five Partners, a marketing analytics consulting firm. In addition, Cesar has published two books on marketing analytics. In his operating and advisory roles, Cesar has selected, implemented and operated multiple marketing technology platforms. Cesar and his wife Nan Leonard are the parents of triplets, including a disabled son, and helped to start and build Nashoba Learning Group, which today serves 160 children and adults with autism and other intellectual disabilities.
Cesar Brea is a partner in Bain & Company's Marketing and Advanced Analytics practices. Cesar advises clients across a range of industries, with a focus in financial services, consumer goods, and retail. His areas of expertise include top down/bottom up media mix optimization, improving focus and accountability for programs and campaigns, digital channel innovation and optimization, marketing data strategy and platform implementation, and building and running marketing analytics teams.
Prior to returning to Bain in 2017, Cesar helped to build two marketing software firms; led sales and marketing at Razorfish, the digital agency; led the digital media and marketing practice at Monitor Group; and, founded and led Force Five Partners, a marketing analytics consulting firm. In addition, Cesar has published two books on marketing analytics. In his operating and advisory roles, Cesar has selected, implemented and operated multiple marketing technology platforms.
Cesar and his wife Nan Leonard are the parents of triplets, including a disabled son, and helped to start and build Nashoba Learning Group, which today serves 160 children and adults with autism and other intellectual disabilities.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
CloseTrack
Marketing & Leadership
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
Head of Marketing Operations, Duo Security at Cisco
Kimi is a longtime marketing operations professional who has grown from a Marketing Coordinator to the Head of Marketing Operations for Duo at Cisco, a company that reached unicorn status with a $1.1 billion valuation and was one of the largest startup acquisitions in the country in 2018.
Notably, Kimi started the Ohio Marketo User Group, is an original and longtime Marketo Champion and an award winning marketing operations practitioner. Duo has been one of the fastest-growing, and most capital-efficient SaaS businesses ever. In part due to Kimi’s work with marketing operations, the company has tripled annual recurring revenue.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
CloseTrack
Data & Analytics
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.
Christopher Penn is SHIFT's vice president of marketing technologies. Penn has been featured for his leadership in new media and marketing in many books and in publications such as the Wall Street Journal, Washington Post, New York Times, BusinessWeek and U.S. News & World Report, and on television networks such as PBS, CNN, CNBC, Fox News and ABC News. In 2012, Forbes Magazine recognized him as one of the Top 50 Most Influential People in Social Media and Digital Marketing.
Prior to joining the agency, Penn was the director of inbound marketing at WhatCounts, an email marketing company, as well as co-founder of the groundbreaking PodCamp New Media Community Conference. In addition to his duties at SHIFT, Penn is co-host of the Marketing Over Coffee marketing podcast. He is also an adjunct professor of Internet marketing and the lead subject matter expert and professor of Advanced Social Media at the University of San Francisco.
Penn is the author of Marketing White Belt: Basics for the Digital Marketer.
Christopher Penn is SHIFT's vice president of marketing technologies. Penn has been featured for his leadership in new media and marketing in many books and in publications such as the Wall Street Journal, Washington Post, New York Times, BusinessWeek and U.S. News & World Report, and on television networks such as PBS, CNN, CNBC, Fox News and ABC News. In 2012, Forbes Magazine recognized him as one of the Top 50 Most Influential People in Social Media and Digital Marketing.
Prior to joining the agency, Penn was the director of inbound marketing at WhatCounts, an email marketing company, as well as co-founder of the groundbreaking PodCamp New Media Community Conference. In addition to his duties at SHIFT, Penn is co-host of the Marketing Over Coffee marketing podcast. He is also an adjunct professor of Internet marketing and the lead subject matter expert and professor of Advanced Social Media at the University of San Francisco.
Penn is the author of Marketing White Belt: Basics for the Digital Marketer.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
CloseTrack
Technology & Operations
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.
As Director, Marketing Operations at LogMeIn, Justin is responsible for all of the marketing systems and tools globally, as well as advanced marketing analytics. He is technical, but not a developer. He is analytical, but not a data scientist. In his role, he brainstorms solutions, solves problems, and tries to make other people's jobs easier.
Since joining LogMeIn in 2012, Justin has been instrumental in building up the marketing automation teams and has strengthened the relationship between marketing and sales by tightening the integration between marketing automation and CRM.
Prior to LogMeIn, Justin was Manager of External Marketing at Vistaprint and Sr. Manager of Marketing Strategy at Synapse Group Inc, a subsidiary of Time Inc.
He holds a BA from Amherst College and lives outside of Boston, MA with his wife and 1 year old son.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
CloseTrack
Solutions
TBA
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.
As Director, Marketing Operations at LogMeIn, Justin is responsible for all of the marketing systems and tools globally, as well as advanced marketing analytics. He is technical, but not a developer. He is analytical, but not a data scientist. In his role, he brainstorms solutions, solves problems, and tries to make other people's jobs easier.
Since joining LogMeIn in 2012, Justin has been instrumental in building up the marketing automation teams and has strengthened the relationship between marketing and sales by tightening the integration between marketing automation and CRM.
Prior to LogMeIn, Justin was Manager of External Marketing at Vistaprint and Sr. Manager of Marketing Strategy at Synapse Group Inc, a subsidiary of Time Inc.
He holds a BA from Amherst College and lives outside of Boston, MA with his wife and 1 year old son.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
Director, Marketing Technology and Operations, LogMeIn
@babblnbostonianAs Director, Marketing Operations at LogMeIn, Justin is responsible for all of the marketing systems and tools globally, as well as advanced marketing analytics. He is technical, but not a developer. He is analytical, but not a data scientist. In his role, he brainstorms solutions, solves problems, and tries to make other people's jobs easier.
Since joining LogMeIn in 2012, Justin has been instrumental in building up the marketing automation teams and has strengthened the relationship between marketing and sales by tightening the integration between marketing automation and CRM.
Prior to LogMeIn, Justin was Manager of External Marketing at Vistaprint and Sr. Manager of Marketing Strategy at Synapse Group Inc, a subsidiary of Time Inc.
He holds a BA from Amherst College and lives outside of Boston, MA with his wife and 1 year old son.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
CloseTrack
Data & Analytics
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
Ruth Burr Reedy has been working in SEO since 2006. She has spoken on SEO strategies and tactics at conferences such as SMX West and Advanced, PubCon, MozCon, and NamesCon.
Ruth specializes in strong technical SEO as the foundation for a holistic inbound marketing strategy. She is currently the Director of Strategy at UpBuild, an SEO agency using technical SEO, web analytics and conversion rate optimization for end-to-end improvement of the customer journey.
Ruth lives in Oklahoma City, OK with her husband and dog. Prior to her move to UpBuild, she was the Senior SEO Manager at BigWing Interactive, a full-service digital marketing agency; previously, she was the head of SEO at Moz.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a
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