Join us for free, expert-led training online this March 16-17, 2021!

Agenda

MarTech will take place online, March 16-17, 2021. Visit martechconf.com/spring to learn more and join us for a free, expert-led training program!

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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    Workshops

Presented by Erica Seidel & Drew Fortin

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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    Workshops

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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    Workshops

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.

Data Privacy: A Compliance Framework for Every Regulation & Marketing Success

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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 & Expo Hall Grand Opening

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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.

5:15-5:30

Marketing to the Managed Inbox: Deliverability meets Optimization - MarTech Today

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    Discover MarTech

Presented by:

Overview

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

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

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

Speaker

Jennifer Cannon

Senior Editor, MarTech Today
5:35-5:50

Engage or Convert - Why Not Both? The New Play of Direct Mail Campaigns - Outgage

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    Discover MarTech

Presented by:

Overview

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

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

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

Speaker

Mika Kayt

CEO, Outgage
5:55-6:10

How a CDP Can Solve Common Business Issues For Multi-Channel Marketers - BlueVenn

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    Discover MarTech

Presented by:

Overview

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

Speaker

Matt Dimond

Consultant, BlueVenn
6:15-6:30

Your Marketing Team, Fully Aligned: Bridging Strategy to Execution - Airtable

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    Discover MarTech

Presented by:

Overview

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

Speaker

Shani Taylor

Enterprise Customer Success, Airtable
6:35-6:50

The New Omni-Channel Stack - Real Story Group

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    Discover MarTech

Presented by:

Overview

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

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

Speaker

Tony Byrne

Founder, Real Story Group
Calendar

Tuesday, September 17th

7:00-9:00

Breakfast & Registration

8:15-8:45

3 Ways Comerica Bank Uses a Marketing System of Record to Get More Done

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    Marketing Solutions

Presented by:

Overview

Marketing is a complex field, with evolving technologies, fast-paced processes, and data that must be analyzed, interpreted, and shared so you can continuously optimize those processes for better results. But when teams are using disconnected technology, analog workflows, and complicated processes, so much time is consumed with managing day-to-day tasks, that there is little time left to be more strategic in how work is optimized and managed, or to prove your value as a marketing team.

In this session, Yvonne Stacherski, Vice President, Marketing Operations at Comerica Bank, Don McAdang, Managing Director, Commercial Services at Leappoint, and Brent Bird, Director, Integrated Marketing at Workfront, will show how Comerica Bank has used technology implementation and integration, change management and process best practices to master modern marketing work. In addition, you'll see how their use of a marketing system of record has allowed them to break free from the silos that can kill productivity and the ability to innovate.

In this session, you'll learn:

  • How to integrate key technologies and build a martech stack that will allow you to optimize and truly collaborate for greater productivity
  • How best to align marketing activities to ROI through the combination of work management budget planning software
  • How to streamline and automate compliance and legal requirements into your workflow

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.

Speakers

Brent Bird

Director, Campaign Content & Strategy, Workfront

Yvonne Stacherski

VP, Marketing Operations & Sports Sponsorships, Comerica Bank

Don McAdang

Managing Director, Commercial Services, Leappoint
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,

Agile Is Marketing

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    Keynote

Overview

"Agile" has become a trendy prefix for nearly all business activities--including "Agile marketing." As different functions within an organization explore their own version of "Agile," we find ourselves with a critical choice to make: Is Agile a movement that unites us across functional silos--or is it a way to describe operational changes we make within those silos? In other words, will Agile be something that brings us closer together--or something that drives us farther apart?

If marketing is to get a seat at the table for cross-functional, customer-first work, the question we must ask is not "How do we make Agile a part of marketing?", but rather, "How do we make marketing a part of Agile?" In this talk, Agile for Everybody author Matt LeMay explains why "Agile marketing" is most effective when it starts with an organization-wide vision of Agile principles and values, and how simple and lightweight changes to the way we work can put those principles into practice.

If you are interested in implementing, or evolving Agile in your organization, attend this session for these major takeaways:

  • Agile can be something that breaks down functional silos, or something that reinforces them — depending on how we use it!
  • For Agile to deliver better outcomes, we must embrace that it is for everybody--not just for software developers, or even just for product teams.
  • When we embrace the principles and values of the Agile movement, there are small but meaningful changes we can begin making to our marketing work right now that don't require a reorg or an army of consultants.

Speaker

Matt LeMay

Author, Agile For Everybody

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com,

10:15-10:55

Refreshments & Expo Hall Opens

Accelerating Speed-to-Market: Real-World Lessons on Getting Great Content to Your Audience Faster

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    Marketing Solutions

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Overview

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

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

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

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

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.

Speakers

Bernard Gomez

Founding Partner, Crescendo Collective
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,

Moderator

Duane Schulz
Principal, Schulz Advisors LLC,

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

Moderator

Anand Thaker
CEO & Founder, IntelliPhi,

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

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com,

Metrics, Metrics, Metrics: The Ins & Outs Of Content Effectiveness

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    Marketing Solutions

Presented by:

Overview

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


Sponsor

Aprimo provides digital solutions for content, operations, and performance that enable enterprises to optimize their brand experiences and the resources they use to deliver them. Our platform gives enterprises the advantage by streamlining and governing all the behind-the-scenes activities – from ideation to distribution – involved in delivering exceptional brand experiences.

Speakers

Ed Breault

Chief Marketing Officer, Aprimo

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,

Moderator

Erica Seidel
CEO, The Connective Good,

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

Speaker

Jonathan Roman

Global Lead: Data and Technology, Ancestry

Moderator

Anand Thaker
CEO & Founder, IntelliPhi,

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

Moderator

Anand Thaker
CEO & Founder, IntelliPhi,

How to Leverage Your Web Team to Drive Agile Marketing Transformation

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    Marketing Solutions

Presented by:

Overview

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

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


Sponsor

Pantheon is the website operations platform top developers, marketers, and IT use to build, launch and run all their Drupal and WordPress websites. Pantheon includes all of the tools professional developers need to build best-practice sites—like staging environments, version control, backups, and workflows. Powering over 200,000 sites and billions of pageviews a month, Pantheon’s container-based infrastructure allows you to launch websites faster, without worrying about traffic spikes, security, or performance. It’s free to develop your site on Pantheon, you only pay once your site goes live. You can scale your site on the same infrastructure from day one, and never touch a server again. For more information, visit www.pantheon.io.

Speakers

Roland Smart

VP of Marketing, Pantheon

12:30-2:00

Lunch & Expo Hall Time

Lunch Presentation: 9 Powerful Trends That Are Shaping Marketing

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    Marketing Solutions

Presented by:

Overview

As a fellow marketer, I'm positive you'd agree that for more than 20 years Marketing has been and continues to be one of the most flexible and innovative business disciplines. And the pace of innovation is only increasing. It's a tremendous effort to keep in front of trends to guide your organizations to deliver the most effective, personalized customer experiences. There is hope! In this session, we'll discuss 9 trends marketers cannot ignore to drive results in 2019 and beyond.

These include:

  • Understanding why the Director of Marketing Data is the hottest role
  • Learning how AI is making hyper-personalization a reality
  • Leveraging GDPR to take your approach to data hygiene and customer trust to the next level
  • Ensuring your approach to talent produces results

  • Sponsor

    Acoustic (formerly IBM Watson Marketing and Commerce) is the world’s leading independent marketing cloud. We dedicate all of our efforts to making marketers more successful. Acoustic serves an international client base of more than 3,500 brands, providing digital marketing, marketing analytics, customer experiences, content management, personalization and mobile.

    Learn more at: acoustic.com

Speakers

David Miller

Global Product Marketing, Acoustic

Lunch Presentation: Evolving from Personalization to Individualized Marketing: Success Stories with a CDP

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    Marketing Solutions

Presented by:

Overview

Looking to make a business case for a CDP or want to understand how a liberated data can impact your day-to-day?

Join BlueConic for a fireside chat with Aaron Seitz, Digital Marketing Analyst from Franklin Sports, and Sarah Desmarais, Director of Marketing, CRM & Audience Strategy from America's Test Kitchen to hear what on-the-ground marketers are doing with a CDP. You'll get practical advice about the skills you need to manage a CDP, a glimpse into how it enables different use cases, and an understanding of how to take advantage of your first-party data.


Sponsor

BlueConic, the world’s leading customer data platform, liberates marketers’ first-party data from all the disparate systems in which it exists, and makes it available wherever and whenever it is required for marketing. Nearly 300 brands, including Hearst, Moen, T-Mobile, ING, America’s Test Kitchen, and American Kennel Club, leverage BlueConic to unify their first-party customer data into robust, person-level profiles, and then activate it across their marketing ecosystem. Founded in 2010, the company is headquartered in Boston, with offices in Europe.

Speakers

Cory Munchbach

SVP of Strategy, BlueConic

Aaron Seitz

Digital Marketing Analyst, Franklin Sports

Sarah Desmarais

Director of Marketing, CRM & Audience Strategy, America's Test Kitchen

Personalization in the Age of Privacy

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    Marketing Solutions

Presented by:

Overview

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

In this session, you'll learn:

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

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.

Speakers

Ian Lowe

VP Marketing, Crownpeak

Pain before Tech: How Land O'Lakes Approaches their Martech Stack

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    Marketing Solutions

Presented by:

Overview

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

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

Sponsor

Allocadia's Run Marketing Platform gives marketers the confidence to know where to invest their next dollar. The recognized leader in Marketing Performance Management (MPM), Allocadia enables marketers to plan strategically, invest with purpose,measure the performance of their activities, and ultimately improve marketing's impact on the business. This gives marketers the ability to drive greater performance, increase ROI and improve alignment with corporate goals. Companies like Microsoft, GE Healthcare, Box and Charles Schwab manage more than $25 billion marketing dollars within Allocadia, which enables them to save up to 40% of the time they spend on budgeting and planning as well as double their pipeline-to-spend ratio and ROI. Learn how to #RunMarketing at Allocadia.com.

Speakers

Callihan Gibbons

Marketing Technology, Land O'Lakes, Inc.
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,

Moderator

Anand Thaker
CEO & Founder, IntelliPhi,

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,

Moderator

Anand Thaker
CEO & Founder, IntelliPhi,

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.,

Moderator

Duane Schulz
Principal, Schulz Advisors LLC,

On the Frontlines of Digital: How to Get Customers to Love Your Brand

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    Marketing Solutions

Presented by:

Overview

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

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

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


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.

Speakers

Lynne Capozzi

CMO, Acquia

Tom Bachmann

VP Digital, Pegasystems

Brian Piccolo

Sr. Director, Digital Strategy, Liberty Mutual Insurance

Paul Maddison

Director of Digital Innovation, United Rentals

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,

Moderator

Duane Schulz
Principal, Schulz Advisors LLC,

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,

Moderator

Duane Schulz
Principal, Schulz Advisors LLC,

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

Emily Cnossen

Martech Specialist, SAP Concur

Dave Hsu

Global VP, Marketing Data & Technology, SAP Concur,

Moderator

Erica Seidel
CEO, The Connective Good,

The Truth About Personalization: Using a CDP to Personalize Marketing on the Channels That Really Matter

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    Marketing 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

Tom Treanor

Head 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