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

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The MarTech® Agenda

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

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Calendar

Full Conference Agenda - Monday, October 1st

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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    Workshops

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.

4:45 PM-5:30 PM

Speed Networking

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    General

Overview

Kick off MarTech with a lightning round of speed networking. You’ll meet MarTech attendees, and have an opportunity to forge new bonds before the show gets started!

5:30 PM-7:00 PM

Opening Reception & Expo Hall Grand Opening

Featuring Sarah Cooper: 10 Tricks to Appear Smart in Meetings and more... starting at 6:15pm

Sponsored by

   
Calendar

Full Conference Agenda - Tuesday, October 2nd

7:00-9:00

Breakfast & Registration

8:15-8:45

Breakfast Keynote: Achieving Operational Efficiency. Getting Your Tech Stack and Process Right

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Overview

Modern day marketing teams are searching for ways to create better experiences, both for customers and their workforce. Digital transformation (DX) and the increase in digitization is enabling marketing organizations to deliver better work, get it done faster, and achieve total work visibility, no matter where teams and people are located.

But how best can you take DX from a broad and generic concept to a more meaningful way of working so you can get the most from your people, processes and tools? How do you achieve true operational efficiency when meetings, emails and other interruptions are leaving us with only 40% of our day to focus on our core jobs?

Join Heidi Melin, CMO of Workfront, and Cliff Stevens, Director of Creative Operations at Liberty Mutual Insurance as they discuss proven methods to transform the way work gets managed, so you can be more collaborative, incorporate digitization in your day-to-day, and connect and align your tech stack for greater operational efficiency.


Sponsor

Workfront is the enterprise platform for modern work management designed to help creative and technical teams unleash their value by focusing on the right work, doing their best work, and delivering that work faster than ever before.

Easily integrate tools, teams, and your entire enterprise in a single, cross-functional system so you can successfully tackle digital transformation initiatives. Collaborate with distributed teams, manage assets, and get visibility into every aspect of your workflow through a modern, agile and connected platform. See why over 200,000 knowledge workers at organizations like Starbucks, Cisco, Facebook and Prudential trust Workfront as their operational system of record at www.workfront.com

Speakers

Clifford Stevens

Director, Creative Operations, Liberty Mutual Insurance

Heidi Melin

CMO, Workfront
9:00-10:30

Martech in 2019: The New, New Rules of Marketing

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    General

Overview

Heading into 2019, marketing technology and operations has been accepted as a critical function for executing successful marketing programs and delivering a remarkable customer experience. But we're still in the early days of systematically harnessing its potential.

In this opening keynote, Scott distills "the new, new rules of marketing" that are being shaped by best-in-class marketing technology and operations processes, strategies and infrastructure. These include:

- As much as possible: centralize data and decentralize experimentation.
- Key architectural principle for martech stacks: design for change.
- The crucial "ops alliance" between marketing, sales and customer service.
- Distributed analytics and innovation at scale with "citizen technology."

Operational excellence with these new, new rules of marketing offers an enormous opportunity for competitive advantage.

Speaker

Scott Brinker

Conference Chair, MarTech & Editor, chiefmartec.com,

Developing a Martech Strategy that Serves Your Customers & Business

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    General

Overview

In 2017, Akamai took an inventory of its marketing technology and discovered 80 applications across 175 marketers in need of a cohesive strategy to guide investment. Soon after, they began a multi-year martech journey that included taking a fresh look governance, procurement and dedicated resources.

In this session, you'll get an inside look into this enterprise-wide process, which ultimately led to a new company mandate: Every decision on tech must align with an external positive impact on customers, as well as an internal positive impact on employees (i.e., productivity, automation, ROI).

You'll learn how Akamai is making this three-year plan a reality as their CMO recounts the challenges and opportunities the company faced along the way. You'll learn:

- How to establish your vision of a customer-centric marketing experience.
- How to build your capability requirements and technology stack to enable your transformation, drive adoption and realize your vision.
- How to be strategic in your martech investments.
- How to connect all touch points, building on each to create a personalized experience aligned to solution, intent, behavior and journey.
- Why a unified marketing technology vision should make sense for your customers and your company.

Speaker

Monique Bonner

SVP & CMO, Akamai Technologies,

Moderator

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

The Inevitable Convergence of Marketing & Sales Technology

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    General

Overview

Sales and marketing technologies, more automation, and analytics should lead to more productivity and revenue growth. But half of Fortune 500 companies aren't growing or struggle to grow...despite a 10% increase in marketing and sales technology spend.

By integrating marketing and sales ecosystem, your organization can have a 360 degree view of the prospect/customer, and better predict the next action in ad spend, engagement, quoting, and retention.

In this session, you'll learn to:

  • Convince your organization to break from the old funnel model and bring marketing and sales enablement teams together.
  • Create a customer centric organization that holds marketing accountable for designing, operating, and scaling a joint technology stacks.
  • Leverage your technical teams and COEs to deliver more efficiency across both marketing and sales.

Speaker

Shiva Mirhosseini

VP Marketing Technology and Digital Experience, Aetna

Moderator

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

Robotic Process Automation (RPA): What A Marketer Needs To Know

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    General

Overview

The promise of AI and new software isn't only useful for driving personalized campaigns and targeting customers and prospects. New tools and platforms such as Robotic Process Automation (RPA) promise to bring AI to workflow automation and marketing task management.

In this session, you'll learn where RPA stands today, who uses it and why every marketer must know what it is. You'll walk away with an understanding of how RPA will impact marketing through Neeti's in-depth use cases of how AI and machine learning will increasingly impact all marketers and their teams.

Speaker

Neeti Mehta

Co-Founder, Automation Anywhere,

Moderator

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

10:30-11:15

Refreshments & Expo Hall time.

11:15-12:00

CX Appeal: Elevating from Marketing Ops to CX Ops

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    Marketing

Overview

Customer data and consent management are emerging as key components of customer experience and brand preference. In this session, Gerry will provide an overview of how AI, commerce and consent will transform customer relationships and marketing (yet again). You'll learn and see:

- How to establish CX Ops across marketing and the enterprise.
- Examples of how channel marketers can enhance each other's ability to improve CX and how marketers can extend those practices to other customer facing departments.
- What a CX Ops team looks like.
- How to lead CX even if you don't own it, make smarter marketing decisions and deliver performance gains to the business.

Speaker

Gerry Murray

Research Director, IDC

Moderator

Erica Seidel
CEO, The Connective Good,

CDP Cures Baldness: Getting Past the Hype about Customer Data Platforms

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    Technology

Overview

Customer Data Platforms offer hope to marketers struggling with disconnected data. But many marketers are still unsure what CDPs are, what they can do, and just as importantly, what they can't do.

This no-nonsense session describes major CDP applications, CDP system capabilities, what distinguishes CDPs from other systems, how CDP vendors differ from each other, and the most important CDP applications. You'll also share in the latest research on CDP industry growth and trends.

You'll leave this session with:
- A clear understanding of CDP strengths and weaknesses.
- Knowledge of the situations in which CDP is the right solution.
- How CDP relates to the rest of your marketing stack.
- Requirements for successful CDP deployments.
- Ways to find the best CDP for your business.
- The truth behind common CDP myths.

Speaker

David Raab

Principal, Raab & Associates

Moderator

Anand Thaker
CEO & Founder, IntelliPhi,

Product Management in Martech and How Marketing and Technology Can Work Even Better Together

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    Management

Overview

"With great power comes great responsibility." The adage applies in marketing as in so many other fields. As marketing's capabilities are enhanced by technologies, product management's oversight responsibilities increase.

In this session, you'll discover how The New York Times applies modern product management discipline to its marketing technology stack. You'll learn:

- The role of the product management team in marketing technology, and how it can bridge the divide between marketing and technology.
- In which organization marketing technology should reside.
- What marketing can learn from technology -- and vice versa -- given their vastly different culture and perspectives.
- How The New York Times' Marketing and Technology organizations work better together.

Speakers

Pamela Della Motta

Director of Product, Marketing Technology, The New York Times

Kristian Kristensen

VP for Engineering, The New York Times

Moderator

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

How CVS Health is Using its Martech Stack to Achieve Digital Transformation

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    Solutions

Presented by:

Overview

After a series of large acquisitions, a name change, and an overall rebranding over the past decade, CVS Health began adjusting its Martech stack to better manage various marketing initiatives across its growing enterprise. It sought to:

  • Ensure a smooth transition of processes and workflows for all new creative groups
  • Enable external agencies to easily access assets
  • Establish centralized governance for all branded content and third-party assets
Learn how CVS Health has optimized its various marketing technologies as part of an overall digital transformation across the growing company that has enabled better management of its increasing resources and assets, which has resulted in increased speed to market and better customer experiences.


Sponsor

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

Speakers

Anjali Yakkundi

Product Marketing Director, Aprimo

Laura Patterson

Digital Asset Manager, CVS Health

Noon-1:30

Lunch & Expo Hall Time

Lunch Presentation: AI-Powered Marketing - A Primer

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Overview

Your marketing team has learned to do more with less and leverage the insights and know-how to get the job done. You've gotten lean and yet you still generate incredible content and campaigns to drive your business. But... there is always more to do and more data and insights to analyze. What if you could do your job faster, smarter, analyze more data more quickly, and drive to insights quickly so that you can be more creative to deliver exceptional customer experiences and journeys?

You can - with AI-powered marketing. Join us as we take a tour of many of the ways AI manifests itself in the today's marketing function and role - from reporting on and analyzing campaign metrics, to identifying audiences before they opt out, to identifying where customers struggle with their customer journey and experiences. We'll cover all of this and more in this primer for learning what AI-powered marketing is and what it can do for your team as you prepare for 2019.


Sponsor

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

Speakers

Jae W. Lee

Global Product Marketing, IBM Watson Marketing, IBM

David Miller

Global Product Marketing, IBM Watson Marketing, IBM

Speakers

Pamela Della Motta

Director of Product, Marketing Technology, The New York Times

Kristian Kristensen

VP for Engineering, The New York Times

Lunch Presentation: How Yamaha Connects Directly With Their Customers Through "Sharing Passion And Performance"

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Overview

Yamaha Corporation of America has built its business on a simple philosophy-use unique expertise and a devotion to music and sound to provide the best instruments and sound equipment to its customers. For years, these customer relationships were driven through Yamaha's retail partners. Yet, as many large brands are experiencing, this relationship is rapidly shifting as customers expect a more direct relationship with the brand-requiring new approaches to customer interaction, organizational structures, and technology innovations.

In this session, learn how Yamaha is leveraging customer data to build direct relationships with their customers while maintaining the focus on quality and partnership that have driven the business' success.


Sponsor

Lytics offers the only enterprise-grade Customer Data Platform (CDP) used by The Economist, Dr. Martens, Atlassian, and Nestle. With machine learning, Lytics’ CDP makes customer experiences more relevant and profitable. Lytics is headquartered in Portland, Ore. Learn more at Lytics.com.

Speakers

Athan Billias

Director of Strategic Product Planning, Yamaha Corporation of America

Speakers

Pamela Della Motta

Director of Product, Marketing Technology, The New York Times

Kristian Kristensen

VP for Engineering, The New York Times

1:30-2:15

9 Key Insights from Gartner's Marketing Technology Survey to Help You Prepare for 2019 and Beyond

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    Marketing

Overview

In June 2018, Gartner surveyed 500 enterprise marketing leaders in North America and the UK about all things marketing technology: martech team structures, collaboration across the business, adoption status of specific solutions, level of stack utilization, emerging technology investment and much more.

Join Bryan as he unpacks the top findings from this landmark independent research to help you benchmark and prioritize your marketing technology activities for 2019 and beyond.

He will discuss:
- The state of the modern marketing technology stack, from must-have tools to emerging solutions.
- Key traits of brands that have mastered marketing technology management.
- How marketing aligns with the rest of the business to make smart tech investments.

Speakers

Bryan Yeager

Research Director, Gartner

Moderator

Jeffrey Eckman
CEO, Blue Green Brands, BGC,

Everything a Marketer Should Know About SalesTech (But Was Afraid to Ask)

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    Technology

Overview

Finished digesting this year's 6,829-company MarTech Landscape?

Great! You're ready to feast on the SalesTech Landscape, comprising 500 solutions in 43 categories aimed at empowering sales organizations.

Do you know the difference between Sales Enablement and Sales Engagement software? Or the SalesTech categories that are the next best place for marketing to impact?

Join Nancy for:
- A tour of the SalesTech Landscape.
- The lowdown on how SalesTech intersects with the marketing technologies you're using today.
- Ideas for impacting revenue generation further along the sales pipeline.

Speakers

Nancy Nardin

Founder & Co-Founder, Smart Selling Tools & Vendor Neutral

Moderator

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

Building (and Finding) a Marketing Technology Team

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    Management

Overview

Marketing technology is quickly becoming a desired career path. However, many companies still do not have marketing technology teams, and many marketing leaders don't know how to build one. Managers don't know how to write job descriptions or advertise these jobs, and job-seekers don't know how to find them.

There isn't an ideal marketing technology team blueprint, or a perfect profile for a marketing technology team member, but this session will help both managers and employees find and build the best marketing technology team possible.

We'll cover:
- How to pitch a marketing technology team to leadership.
- Who your first hire should be, and you second. And how you know when your team is complete.
- Skills or profile types you should look for to build your team.
- The roles and responsibilities of the team, and what responsibilities are out of bounds for the team.
- How to attract and retain top marketing technology talent.
- How job-seekers can stand out to hiring managers.

Speakers

Justin Sharaf

Director, Marketing Operations, LogMeIn,

Moderator

Erica Seidel
CEO, The Connective Good,

LeanData Customer's Case Study: Financial Force

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    Solutions

Presented by:

Overview

Financial Force was running an integrated marketing stack to generate leads and pipeline. With numerous solutions within the marketing stack, Financial Force's sales and marketing teams were challenged with aligning around the data within the stack. LeanData empowered Financial Force's sales and marketing teams to align around the data to make their CRM system more intelligent to optimize for revenue. Furthermore, Financial Force's executive team were able to glean the critical insights to optimize marketing spend.


Sponsor

LeanData’s Demand Management Suite helps companies make the most of their demand by building a frictionless funnel. More than 300 high-growth businesses such as Nutanix, Palo Alto Networks, Marketo and Cloudera rely on our lead-to-account matching and sophisticated routing to increase pipeline, maximize marketing ROI and close more deals.

Maximize your demand with:

Matching - Connect leads to accounts for a 360-view of your target accounts
Routing - Assign leads and contacts in real-time to the right owner every time
Insights - Measure and optimize the performance of your routing process and campaigns
Attribution - Uncover insights of campaign influence on pipeline and revenue

Speakers

David Lewis

Senior Consultant, LeanData, Inc

2:15-2:30

Break

2:30-3:15

Marketing in the Age of the Connected Customer

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    Marketing

Overview

Note: Our original speaker, Kady Srinivasan of Dropbox had a last minute emergency and was not able to attend.

Vala is stepping in to present his experience and perspective in marketing in the age of the connected customer, a topic he's explored with dozens of leading companies around the world. He'll share some of the latest 2018 global research data on how digital tech trends are impacting the buyer experience in both B2C and B2B.

Vala is consistently ranked as one of the top CMO influencers and is currently Chief Digital Evangelist at Salesforce. He was previously CMO of Extreme Networks and CMO and Chief Customer Officer of Enterasys Networks.

He contributes weekly technology, business and leadership articles to Huffington Post and Inc. Magazine, and hosts a weekly video show DisrupTV, inviting Fortune 1000 business executives, startup founders, venture capitalists, and tech and media personalities, to discuss business, technology, and leadership topics.

Speakers

Vala Afshar

Chief Digital Evangelist, Salesforce

Moderator

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

Insights from Inside the Marketing Stack

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    Technology

Overview

Buying marketing software is child's play. Deploying and getting the most from the investment is where the magic happens.

In this session, you'll get insights gleaned from hundreds of B2B and B2C stacks. Then we'll dive deep into the martech stack at Dell and Smarter Travel and learn how they:

- Aligned their stacks with business objectives.
- Selected or built the right anchor platforms for their environment.
- Established their data strategy.
- Managed (or failed) to integrate key components of their stack.
- Dealt with key challenges and the lessons they've learned along the way.
- Addressed the organizational challenges associated with driving stack strategy.
- Are planning for continued stack and organizational evolution.

Speakers

Anita Brearton

Founder/CEO, CabinetM,

Bob Petrillo

Business Enablement & Marketing Automations, Dell

Maya Gumennik

Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company

Moderator

Duane Schulz
Martech Consultant, Independent Martech & Digital Marketing Consultant,

Solving Human Problems: A Case for Martech + Design Thinking

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    Management

Overview

Design thinking brings human-centered mentality to marketing technology projects and can have a significant multiplier effect on the value of your martech stack.

This session will walk through real-life applications in design thinking (powerful mindset, repeatable process, specific tools), giving the audience a "hands-on learning" in design thinking (and design doing) style.

We'll go deep on an example of T-Mobile putting this into practice. Attending will provide you with:

  • A deeper understanding of how design thinking can become a driver growth in the "experience economy"
  • Examples of how to use design thinking and iterative customer insights to focus on what matters within your martech stack
  • Specific tools you can start using today, with real-world stories of how leading companies at different maturity levels have applied and seen immediate impact

Speakers

Kirk Johnson

Partner, Lenati

Moderator

Anand Thaker
CEO & Founder, IntelliPhi,

Quality Over Quantity: How EnterpriseDB Executes An Account Based Revenue Model

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    Solutions

Presented by:

Overview

Quality over quantity is the name of the game for EnterpriseDB's approach to ABM. Their account-based revenue strategy aims to serve defined, targeted accounts with customized content to help create sales opportunities and ultimately increase annual recurring revenue. Using a cocktail of powerful tools, including PathFactory, Engagio, Marketo, and Salesforce, James and his team target key contacts, drive engagement within buying centers with proactive outreach, and monitor behavioral data to present a full view of the account journey.

By focusing on meaningful engagement metrics like time spent on content coupled with buying signals, McNamee and his team influenced fewer opportunities between Q4 2017 and Q1 2018; but it was a worthwhile trade off since the pipeline value increased by almost $3 million dollars during the same time period.

Join this session to learn:

  • The impressive results EnterpriseDB has experienced as a result of their new approach to ABM, including a 22% increase in opportunity value
  • The engagement and behavioral metrics used to determine which target accounts are most likely to buy
  • The tools EnterpriseDB is using to consolidate data points and generate a complete view of how accounts are engaging with content

Sponsor

PathFactory’s Content Insight and Activation Platform helps B2B marketers understand the role of content in the buyer’s journey and discover a new class of data to optimize the path to purchase. PathFactory uses this data and insight to optimize content delivery across every channel, connecting buyers with the most relevant information whenever and wherever they click.

Speakers

James McNamee

Senior Director of ABM, EnterpriseDB

3:15-4:00

Refreshments & Expo Hall Time

4:00-4:45

Create Your Own Career

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    General

Overview

How can you connect your varied interests to create a career path that's uniquely you? Comedy, tech, design and writing seemingly have nothing to do with one another, but after spending years bouncing from one to the other, Sarah finally combined them all into a career made just for her, by her.

In this keynote, Sarah takes us through her journey, from working in tech to becoming a full-time writer and comedian, discussing both her failures and successes (and more failures). She'll leave you with a set of tools/questions to create a career that's unique to you.

Speakers

Sarah Cooper

Creator, The Cooper Review

Moderator

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

What is Future-Ready Data?

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    Solutions

Presented by:

Overview

Machine learning, artificial intelligence, and other future-sounding trends have been the talk of 2018, but what does that mean for marketers and technologists that still have to solve core customer data connectivity issues? Add in the radically changing landscape around customer privacy and the prospect of building for the future can be downright daunting.

This session will take a break from the madness and focus on tangible ways to get your customer data ready for tomorrow and beyond:

  • Where most organization's data integration maturity stacks up
  • How to think about data-first and customer-first design
  • The overlap between marketing, customer experience, and privacy compliance
  • Steps to realign your customer data strategy to embrace change

Sponsor

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

Speakers

Adam Corey

Chief Marketing Officer, Tealium
Calendar

Discover MarTech Agenda - Tuesday, October 2nd

10:35-11:00

The Right Way to Buy Marketing Technology - Real Story Group

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    Discover MarTech

Presented by:

Overview

Implementing the right technology is a critical precondition to your digital marketing success, yet industry surveys suggest that more than half of all toolset selection projects fail to identify the best solution for the customer's needs. Why? Enterprise selection teams too often follow a "waterfall" method that involves long lists of required features and too little human involvement and testing. In this session, Tony - author of The Right Way to Select Technology - will show you a more agile selection process that incorporates the latest in design thinking.

Speaker

Tony Byrne

Founder, Real Story Group
11:00-11:15

Digitally Transforming Engagement to Meet Clients at THEIR Moment of Need - Pitney Bowes

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    Discover MarTech

Presented by:

Overview

Embracing clients at their moments of need is critical... but how are leading organizations achieving this via digital transformation of their customer engagement? Join us as we examine how our clients provide meaningful business impact to win in the highly-competitive battleground of customer experience. Discover the digital tools - Chatbot, Personalized Video, Mobile and Self-Service - that are enabling customer-obsessed organizations to embrace new market opportunities and exceed customer expectations.

Speaker

Matt Tredinnick

Global Director, Product Marketing, Pitney Bowes
12:30-12:55

Visualize Your Martech Stack - Real Story Group

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    Discover MarTech

Presented by:

Overview

Visualizing the collection of tools and platforms that make up your MarTech stack is essential for understanding your as-is environment. And -- more importantly -- envisioning and implementing your idealized future state.

This fast-paced session will offer some alternative reference models for visualizing your existing and future stacks. Pick and choose which one works best for you, and then take it back home to impress your peers!

Speaker

Tony Byrne

Founder, Real Story Group
1:00-1:15

Scaled Localization: How a National Brand Drives Local Success in Hundreds of Locations While Maintaining Central Control - Netsertive

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    Discover MarTech

Presented by:

Overview

When it comes to local consumer markets, one size no longer fits all. National brands must now deliver the experience their customers expect - that are personal, built on data and consistent across digital and in-store touch points. Smart brands are starting to customize offerings in local markets and rolling out different approaches to pricing and marketing for different locales. But many brands become overwhelmed when it's time to localize their messaging or struggle to get behind the concept, continuing their "one size fits all" approach to national marketing. Some try to do it manually, but the localization process is massively complex, time consuming and fraught with human errors.

In this session we'll show how the largest builder of fishing & recreational boats in the U.S. implemented Netsertive's Scaled Localization solution to remove the friction from the localization process and drive profitable growth at the local and the national levels in record time.

In this session, you'll learn:

  • The difference between local and localized marketing-this is what most brands get wrong. Localization is a much deeper motion than simply running your national campaign in many different zip codes.
  • How localizing the structure, content, and execution of marketing campaigns can help brands meet the specific needs of individual markets - and why it is important.
  • The capabilities needed to successfully execute Scaled Localization.

Speaker

Brendan Morrissey

CEO & Co-Founder, Netsertive
1:15-1:30

Delivering Marketing Transparency, Speed and Growth for Ticketmaster - Datorama

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    Discover MarTech

Presented by:

Overview

As the world's leader in live event ticketing, Ticketmaster drives more than 450 million transactions, annually. But at the new pace of doing business, which requires the Ticketmaster team to rely on hundreds of data sources and optimize thousands of monthly client campaigns, how would it be able to scale with greater transparency, more speed and the right kind of growth? Enter Datorama. Join Datorama's Mike McMaster in this case study presentation that will discuss how Marketing Intelligence is helping Ticketmaster drive its bottom line results.

Speaker

Mike McMaster

Strategic Partner Manager, Datorama
3:00-3:25

Get the Right Vendor Short List - Real Story Group

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    Discover MarTech

Presented by:

Overview

You've identified a technology gap, but the array of vendor choices can be totally dizzying (just look at the MarTech show floor!). To simplify your selection process, you need to identify the right "short list" of vendors to approach. But how?

This session will show you a different kind of approach to winnowing down a long list of vendors to just a handful of candidates for subsequent testing, using a modern methodology based on design thinking and user stories.

Speaker

Tony Byrne

Founder, Real Story Group
3:30-3:45

Three Paths to ROI: Learn How Box, Pluralsight And Hitachi Achieved Marketing Performance Success - Allocadia

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    Discover MarTech

Presented by:

Overview

Every marketing team wants to improve the efficiency of their programs, drive more pipeline, and be able to quantify the impact they have on their company's overall success. However, the path to ROI success is different for every marketer. Some need to align teams to improve collaboration and project output, while others need to focus on improved financial management to ensure the efficiency of programs.

Join this ROI mashup to learn which technologies Box, Hitachi and Pluralsight use to measure ROI and how their data flows to help them understand where to invest their next marketing dollar.

Speaker

Sam Melnick

VP Marketing, Allocadia
3:45-4:00

Data vs Goliath: Customer Data Strategies to Disrupt the Disruptors - Treasure Data

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    Discover MarTech

Presented by:

Overview

A recent survey by Arm Treasure Data and Forbes Insights of 400 marketing leaders, Data vs Goliath: Customer Data Strategies to Disrupt the Disruptors uncovered surprising results about how enterprises are struggling and succeeding in leveraging data to win in the marketplace. Some are drowning in data and others are achieving market disruption by intelligently using data to transform the customer experience. Findings give insight into the state of customer data analytics, including that only 13% of organizations express a high degree of confidence that they are making the most of their available customer data. No matter where your organization is on this spectrum of data leader or laggard, the survey results outline the importance of an organizational culture that espouses a data-driven approach. In this session, we'll present case studies of successful disruptors, like Wish.com who is using customer data to redefine the shopping experience, and also leverage survey questions and results so that you can compare your company's approach to your peers. You'll get a chance to hear examples of disruption with data while answering some of the survey's questions live to find out how you stack up against our respondents.

Speaker

Erick Archer Smith

Account Based Marketing, Arm Treasure Data
4:30-4:55

Myths Vendors Tell - Real Story Group

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    Discover MarTech

Presented by:

Overview

There's a lot of exciting technology on this show floor, but what happens when excitement becomes hype and enterprise decision-makers create plans based on unproven tools or approaches?

In this fast moving session, Tony will reveal 5 key myths that vendors espouse and reveal the reality of each. You'll leave this session with a clearer view of the marketplace and a practical take on the opportunities in front of you.

Speaker

Tony Byrne

Founder, Real Story Group
5:00-5:15

How Analytically Charged Marketing Drives Better CX - SAS Institute, Inc.

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    Discover MarTech

Presented by:

Overview

More than 60% of consumers state that experience is more important than the price they pay for goods and services. Yet, less than 10% of organizations have a complete view of their customers' experience. Something's got to give!

During this session, Mark will share why marketers need to leverage both artificial intelligence (AI) and real-time analytics to ensure that their consumers enjoy relevant and compelling experiences across all touchpoints.

Speaker

Mark A. Chaves

Director of Media Intelligence Solutions, SAS Institute, Inc
5:15- 5:30

Change The Way Your Organization Works - Workfront

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    Discover MarTech

Presented by:

Overview

Workfront is an enterprise modern work management tool enabling organizations to build an operational system of record. For years, Workfront has been helping customers do the right work, better, and faster and now with our recent Workfront Fusion product launch, customers can now integrate all of their systems to create a total operational system of record. Join us in this session to learn how Nordstrom is boosting productivity with Workfront Fusion, Workfront's robust and codeless integration platform. Prior to using Workfront Fusion, Nordstrom had many disparate marketing applications, duplicate manual processes and was meeting continually on changing marketing needs. Now, with Workfront Fusion, Nordstrom is redirecting time savings to focus on higher - value work, increasing productivity by eliminating redundant work, reducing manual processes while also supporting code-free integration.

Speaker

Jessica Maughan

Product Marketing Manager, Workfront
Calendar

Full Conference Agenda - Wednesday, October 3rd

7:30-9:00

Breakfast & Registration

8:15-8:45

Breakfast Keynote: How Marketers Tackle Consent and Preference Management for GDPR, California Consumer Privacy Act and Global Privacy Laws

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Overview

Consent is an active area that many organizations are currently struggling with in The General Data Protection Regulation (GDPR), and new laws such as ePrivacy, the California Consumer Privacy Act and other global regulations. However, the value it brings to data subjects and your market advantage is unparalleled. Consent impacts both B2B and B2C marketing activities, as well as deeper business activities that may require consent such as automatic decision making, processing special categories of data or cross-border data transfers. This session will help clarify why consent is so unique under these global privacy laws, when you do (and don't) need consent and practical case studies of how to tackle consent, re-consent and preference management in practice.


Sponsor

OneTrust is the global leader in privacy management and marketing compliance software. More than 1,500 customers, including 200 of the Global 2,000, use OneTrust to comply with data privacy regulations across sectors and jurisdictions, including the EU GDPR, ePrivacy (Cookie Law) and the California Consumer Privacy Act. The software, available in 50+ languages, is backed by over 20 awarded patents and can be deployed in an EU cloud or on-premise. The comprehensive platform is based on a combination of intelligent scanning, regulator guidance-based questionnaires, automated workflows and developer plugins used together to automatically generate the record keeping required for an organisation to demonstrate compliance to regulators and auditors.

Speakers

Jaymin Desai

CIPP/E, CIPM & Privacy Engineer, OneTrust

Speakers

Sarah Cooper

Creator, The Cooper Review

9:00-10:30

How AI Will Let Us Be Marketers Again

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    General

Overview

Smart marketers have always known they need to work with data. But with dozens of channels and endless tools, many of us feel more like data analysts than creative marketers.

Join Michael as he explores new and exciting ways that AI is clearing our schedules, and getting us get back to marketing.

Speakers

Michael Trapani

Global Product Marketing Leader, IBM Watson Marketing, IBM,

Moderator

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

Where Does Creativity Fit in a Data-Driven World?

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    General

Overview

Is creativity resigned to become a forlorn bit-player in the business of marketing? Does the burden of the "marketing effectiveness monkey" sit tamed and compliant atop the shoulders of virtually limitless data, machine learning and always on, real-time processing?

The hell it does. No matter what you told the CFO.

What you can achieve with a powerful martech stack can feel akin to those of a marketing super-hero, making us giddy with the excitement of data-inspired possibilities. But customers are still human, and where humans are involved logic is, at best, only half of the story.

In this session, Micheal will consider how the role of creativity in the context of a data-driven world. How creativity is evolving, and what it takes to fuse creativity and data-driven tactics to create new opportunities for success.

Speakers

Michael Tidmarsh

CTO, Ogilvy Worldwide

Moderator

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

How GDPR, Privacy, Identity, and Blockchain Are Shaping the Next Wave in Martech Evolution

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    General

Overview

Just as martech begins to fulfill its promise of deeply personalized relationships with customers, walls are going up around personal data. New privacy laws, eroding trust in data security and the growing dominance of walled garden platforms over every aspect of our digital lives are making it hard for martech to deliver its promise.

Find out how decentralized technologies like blockchain are inspiring innovators to disrupt the digital marketing ecosystem and return power to consumers and brands. We'll cover:

- How GDPR and privacy concerns are impacting marketing and identity management.
- What problems blockchain-based identity and advertising models address.
- How marketers and martech providers can participate in these new models.

Speakers

Andrew Frank

VP, Distinguished Analyst, Gartner

Moderator

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

The Emergence of Crypto-Native Martech: Tools of the Future, Already Here Today

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    General

Overview

William Gibson famously said, "the future is already here, it's just unevenly distributed."

After more than two years in the world of blockchain and cryptocurrencies - working with some of the most innovative start-ups such as Zcash, OpenBazaar, DAOstack, ARK, and SALT - a new set of capabilities and tools has emerged that marketers of the future are going to want and need to succeed.

Attend this session for a look into the future and to learn how these technologies will help you become a better marketer. You'll get an inside look at:

- crypto token generation and distribution engines
- crypto-collectible commerce platforms
- crypto-loyalty platforms
- token-based event promotion tools
- blockchain research and analytics suites
- crypto-token based prediction protocols
- smart contract creation and auditing tools

Speakers

Jeremy Epstein

CEO, Never Stop Marketing,

Moderator

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

AI in Marketing: It's Not Just for Analytics Anymore

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    Solutions

Presented by:

Overview

Artificial intelligence and machine learning have long been applied to marketing in areas such as search, recommendation engines, speech recognition, and business intelligence/ forecasting. Now, CMOs are taking AI a step further, using it to conduct massive multivariate tests and execute marketing campaigns at an unprecedented scale. The result is a more predictable and scalable flow of leads from target accounts. In this presentation hear Peter Tarrant at Tipalti discuss Tipalti's use of artificial intelligence and machine learning to scale demand generation and fuel Tipalti's account-based marketing program.


Sponsor

Metadata fuels your marketing campaigns with opt-in marketing qualified leads using patent-pending technology that taps into your CRM data to automatically analyze and map your target persona. Metadata then uses look-a-like modeling to target relevant prospects to optimize your paid media spend and boost conversion rates by 3-5X. Among our featured customers are Datawatch, AtScale, Concurrent, Cisco, UBM, Datawatch, OOMA and others.

Speakers

Peter Tarrant

ABM Manager, Tipalti

Gil Allouche

Co-founder and CEO, Metadata.io

The Future of Martech: Clouds, AI, Connectivity, and Organizational Issues

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    Solutions

Presented by:

Overview

The Martech landscape is changing, its constant. We are seeing the emergence of CDPs, a more dominant positioning of AI and decision management, and platforms that enable connectivity across the entire consumer experience. These capabilities are being deployed in cloud based environments that promote marketing agility through high velocity adaption. Organizations must come to terms with the role of these capabilities and rationalize these into their suite of Martech capabilities. They must also understand the implications to the organization.

Key Take-aways:
  • There are some major drivers of change in Martech: CDPs, AI, identity management and cloud.
  • These changes can be the fulcrum for both technology and organization change.
  • What organizations will need to do to adapt to these changes.Organizational Issues

Sponsor

Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With more than 5,500 employees, Merkle is headquartered in Columbia, Maryland, with 24 additional offices in the US and 25 offices in EMEA and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.

Speakers

Matthew Mobley

Chief Technology Officer, Merkle

10:30-11:15

Refreshments & Expo Hall Time

11:15-12:00

Marketing Transformation: Lessons from Retail Giants

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    Marketing

Overview

Despite businesses planning on spending $1.3 trillion (USD) on digital transformation initiatives, many professionals are still confused about what digital transformation means for both their companies and their individual jobs. So much so, that 70% of these initiatives fail to reach their goals.

As expectations for marketing grow, leaders don't have the option to fail at driving change. Organizations must evolve to stay competitive, to better serve your customers, and to continue attracting top talent. And, there's more to it than just deploying technology and digitizing processes. In fact, if you start with only technology, your efforts are more likely to fall short.

This session offers a holistic approach to top down, sustainable change uniquely for marketing, with real world case studies focusing in grocery and retail. You'll gain insights into:

  • How grocers and retailers are responding to disruption
  • How to overcome team silos and connect your people
  • Ways to create the right processes to support your customers and team
  • Seeing the big picture of your martech stack to support your operating model

Speakers

Kelley Troia

Former Head of Marketing Operations, Whole Foods

Eric Rotkow

Managing Director, Zee Jay Digital

Moderator

Erica Seidel
CEO, The Connective Good,

Untangling Your Martech Stack

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    Technology

Overview

In today's marketing technology environment, every tool promises to increase your marketing efficiency by 20 percent -- surfacing insights, identifying the perfect audience and leveraging advanced artificial intelligence. They advise putting their tool at the center of all of your marketing efforts. Some tools even offer the promise of completely erasing the need for human interaction.

Wait. What exactly do they do?

In this session, you'll hear how a seasoned marketing technology professional guided her organization to simplify their marketing stack. She'll discuss removing unnecessary tools and identifying what you need to buy versus build. Key take-aways include:

- Helping you understand if you need a marketing attribution tool or if your business intelligence team can do the same thing for less.
- Understanding when it make sense to own your own DMP vs. leaning on your agency.
- Learning how to decide if having multiple tools that help you identify your target audience is better than a single, centralized approach.

Speakers

Michelle Voorhies

Former Sr Director Marketing Capabilities, Ashley Furniture

Moderator

Jeffrey Eckman
CEO, Blue Green Brands, BGC,