OCTOBER 6-8, 2020 | HYNES CONVENTION CENTER | BOSTON, MA OCTOBER 6-8, 2020 | HYNES CONVENTION CENTER | BOSTON, MA
CloseTrack
Workshops
Nearly everyone attending MarTech is planning to implement a new technology solution in the next year. But what are best practices for evaluating technologies, choosing vendors, and getting your colleagues on board with the process? Tony Byrne will answer those questions and more in this in-depth workshop. Learn More.
CloseTrack
Workshops
The pace of marketing is accelerating. And marketing teams need to keep pace. This workshop will show you how to do just that! Marketing pioneer Andrea Fryrear will show you how adopting “agile” and “lean” methods will lead to better marketing results. Learn More.
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Workshops
Want to get the full payoff from your marketing technology investments? Aligning them with your customer experience strategy and digital execution. Attend this workshop for practical frameworks and models to identify and fix cracks in your digital customer experience. Learn More.
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Workshops
Most marketers, if you really push them, admit that their data is a mess. If you’re one of them, join David Raab for a comprehensive dive into customer data platforms: what are they, why you need one, choosing the right solution, and preparing the business case for adoption. Learn More.
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Workshops
Great marketing results start with a great marketing team. How do you know that the team you have in place is capable of achieving optimal results? Attend this workshop to learn a Talent Design & Optimization framework so you can strategically design your team, align team members to your culture and goals, hire purposefully, and manage the team smartly as your business grows. Learn More.
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Workshops
SEO won’t deliver the results you expect, no matter how skilled your team is, if SEO operations aren’t properly integrated into your organization. Traffic from SEO may grow, but probably not at the pace it could be growing. SEO expert Jessica Bowman will reveal an SEO framework for marketing operations leadership, what your responsibilities are as a marketing leader, and much more in this immersive workshop. Learn More.
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Workshops
What if you could accomplish attribution analysis with tools you already have? What if you could know the value of your marketing based on data you’ve already collected? It’s possible. Christopher Penn will explore why attribution analysis is important, why it’s broken, what kinds of attribution models exist, and how you can get started with 5 different kinds of models. Learn More.
CloseTrack
Workshops
Nearly everyone at MarTech is, or ought to be, thinking about GDPR, CCPA, LGDP and the slew of privacy regulations engulfing marketing efforts. What everyone should not be doing is worrying or slowing down day-to-day operations to play the privacy compliance whack-a-mole. Join this session where Kristina will provide you with a framework for immunizing your organizations against the growing data regulation trends so that you can get back to the business of marketing. Learn More.
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Discover MarTech
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.
CloseTrack
Discover MarTech
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.
CloseTrack
Discover MarTech
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!
CloseTrack
Discover MarTech
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.
CloseTrack
Discover MarTech
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.
CloseTrack
Solutions
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:
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.
Director, Campaign Content & Strategy, Workfront
As Director of Solutions Marketing for Workfront, Brent Bird leads go-to-market research and content marketing strategy. He has worked with hundreds of global marketing teams and agencies to help them effectively manage their workload and control chaos. Brent has spent the majority of his career marketing enterprise software solutions, but he has also spent time in advertising, broadcasting, and copywriting. He is working to attend a game in every Major League baseball park to determine which hot dog wins.
VP, Marketing Operations & Sports Sponsorships, Comerica Bank
CloseTrack
Keynote
Platform business models have become one of the hottest topics in digital transformation. Whether you're laying the foundation of an innovation platform upon which others can build - such as iOS, Slack, or AWS - or creating a marketplace where producers and consumers can efficiently exchange value - such as Uber, Alibaba, and Airbnb - platforms harness the energy of digital communities around your business as a source of competitive advantage.
What if you reimaigned your internal marketing operations as an organizational platform? Everyone in the company is a potential producer. Every prospect and customer is a potential consumer. Your mission as the architect of this "platform" would be to empower a dynamic market of producers with the tools to create assets and services that could win and delight customers who consume them - at incredible speed and scale.
By "platforming marketing" this way, you can orchestrate a powerful, decentralized internal market that moves at incredible speed, leverages the diverse skills and imagination of contributors across the company, and adapts to changes and opportunities faster than top-down, centralized decision-making ever could. It takes the concept of a center of excellence and opens it up into a massively-parallel engine of marketing innovation. Scott's opening keynote will show you how this platform model is within your reach and can turn the continuous change and disruption of digital business to your advantage.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
CloseTrack
Keynote
"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:
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Author, Agile For Everybody
Matt LeMay is the author of Agile for Everybody and Product Management in Practice. He is a Partner at Sudden Compass, a consultancy that has helped organizations like Spotify, Clorox, Kickstarter, and Procter and Gamble put customer centricity into practice through clear communication and cross-functional collaboration. Previously, Matt was Head of Consumer Product at Bitly, and Senior Product Manager at music startup Songza (acquired by Google). Matt is also a musician, recording engineer, and the author of a book in the 33 1/3 series about singer-songwriter Elliott Smith.
CloseTrack
Solutions
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:
Conference Chair, MarTech & Editor, chiefmartec.com
@chiefmartecThe MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Author, Agile For Everybody
Matt LeMay is the author of Agile for Everybody and Product Management in Practice. He is a Partner at Sudden Compass, a consultancy that has helped organizations like Spotify, Clorox, Kickstarter, and Procter and Gamble put customer centricity into practice through clear communication and cross-functional collaboration. Previously, Matt was Head of Consumer Product at Bitly, and Senior Product Manager at music startup Songza (acquired by Google). Matt is also a musician, recording engineer, and the author of a book in the 33 1/3 series about singer-songwriter Elliott Smith.
CloseTrack
Marketing & Leadership
You've likely been working diligently to comply with the EU's General Data Protection Regulations (GDPR). Now, just as you reach the end of that compliance maze, we need to get ready for January 1, 2020, and the California Consumer Privacy Act (CCPA), Brazil's General Data Protection Law (LGDP), and, most recently, Maine's online privacy act.
Welcome to the new privacy world, where personal data regulations and laws come in waves!
The new digital reality can be disruptive, but you can minimize the impact by adopting common data privacy policies and marketing operations practices for all regulations. Your to-do list won't be long, but it will require some cooperation from leadership and others in your organization.
Attend this session to get, and stay prepared! You'll:
- 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.
Duane is an independent Martech and Digital Marketing consultant in Portland, Oregon. He was Chief Marketing Technologist and Head of Digital at Xerox until January 2017, with roles ranging from Brand and Marketing Intelligence to acting CMO over 17 years. He has been a growth hacker throughout his career. Prior to joining Xerox, he held executive roles at Apple and HP.
Kristina Podnar is a digital policy innovator. For over two decades, she has worked with some of the most high-profile companies in the world and has helped them see policies as opportunities to free the organization from uncertainty, risk, and digital gaffes. More importantly though, she helps businesses define frameworks that unlock opportunity, strengthen the brand and liberate employees to drive innovation.
Kristina is the Principal of NativeTrust Consulting, LLC. She has a BA in international studies and an MBA in international business from the Dominican University of California and is certified as both a Change Management Practitioner (APMG International) and a Project Management Professional (Project Management Institute). Her book, The Power of Digital Policy, was published in March 2019.
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Data & Analytics
Having a data science team supporting marketing decisions is now an integral part of the formula for growth and success. At the core, it's about making data driven decisions. Employing data science generates insights that lead to informed decisions and increased results.
In this session, you'll learn how to:
- Experiment effectively
- Deliver powerful and proven personalized experiences
- Collaborate with your data team
- Build a scaleable foundation for accelerating the use of data science in your marketing
Anand Thaker is a leader, builder and advisor in marketing technology and growth strategy. His 15-years of experience includes marketing, sales, CX, data, analytics, and intelligent systems/AI.
To succeed in a diverse, dynamic, interconnected marketplace, modern leaders must leverage the right mix of data, intelligent solutions, and seasoned judgment. He founded IntelliPhi to advance human & digital go-to-market decision intelligence for growth-driven leaders. He is also the co-collaborator of the Martech 5000 Landscape with Scott Brinker.
Anand’s experience building and growing high-growth product startups and consulting firms in marketing technology to enterprise firms such as Siemens, Silverpop/IBM, Microsoft, Blackstone, Capgemini, GTRI, Salesforce.com, Fidelity, NYSE, Southern Company and eBay. He also serves as a liaison and advisor to improve venture investors batting average, navigate startup founders, support enterprise executives, and provide leading trends and insights to industry analysts on marketing, sales and customer technologies.
Anand also has a knack for identifying and cultivating rising sales and marketing leaders. He previously consulted and developed solutions in the highly data-driven energy and finance industries after graduating as a computer engineer from Georgia Tech.
Sr Director, Growth Marketing, Livongo
Patty Spiller is the Head of Growth Marketing at Livongo, with responsibility for user acquisition and retention. Prior to joining Livongo, Patty held various marketing leadership positions, where she was responsible for launching several new innovative products to market in the healthcare and tech space. Patty’s greatest strengths are her creativity, drive and leadership. She thrives on challenges that have a real impact in people’s lives. Patty holds a telecommunications engineering degree from ORT University, Uruguay and an MBA from Stanford Graduate School of Business.
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Technology & Operations
In a world where there's an app for everything, driving value from martech investments must be a strategic, CMO-lead discipline focused not on point solutions, but on creating a healthy martech ecosystem that can support, nurture and grow your marketing performance.
Attend this session and you'll learn the three pillars of a healthy martech ecosystem:
- Strategy: Create a set of core philosophies that allow your team to cut through the noise to create a martech ecosystem that is tailor made for your business.
- Governance: Manage your martech with an eye toward the user but without sacrificing anything on security, reliability and scalability.
- Enablement: Make martech the fuel to your growth engine by proactively enabling the people who need it most.
Key takeaways include:
- A simple, five-word strategy for building a martech stack
- A concrete plan for shaping your marketing ecosystem around your marketing strategy
- A new, practical and effective way to extend your core applications to automate any process to fit your business, not the other way around
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Chief Marketing Officer, Quick Base
Eric Olson is Chief Marketing Officer at Quick Base. He joined in April 2019 to lead marketing, including go-to-market strategy, brand development, integrated campaigns, demand generation and customer marketing.
Eric has nearly two decades of experience as a senior go-to-market leader in high-growth technology businesses. Prior to Quick Base, Eric was Chief Marketing Officer for Sovos, where he built the private equity-backed software business’ brand, growth strategy and marketing function from the ground up. Previously, he spent several years in event technology, first leading a high-growth division of Active Network as its general manager where he helped the business enter new markets and establish itself as a market leader for event technology. Then, as CEO of Zerista, he helped grow and sell the mobile startup, building its go-to-market strategy, assembling a cross-functional team and establishing a scalable growth model.
Eric has a B.A. in Journalism from Colorado State University.
CloseTrack
Solutions
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.
Aprimo provides technology solutions for content, operations, and performance that enable enterprises to optimize their brand experiences and the resources they use to deliver them. Our platform gives enterprises the advantage by streamlining and governing all the behind-the-scenes activities – from ideation to distribution – involved in delivering exceptional brand experiences.
Conference Chair, MarTech & Editor, chiefmartec.com
@chiefmartecThe MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Chief Marketing Officer, Quick Base
Eric Olson is Chief Marketing Officer at Quick Base. He joined in April 2019 to lead marketing, including go-to-market strategy, brand development, integrated campaigns, demand generation and customer marketing.
Eric has nearly two decades of experience as a senior go-to-market leader in high-growth technology businesses. Prior to Quick Base, Eric was Chief Marketing Officer for Sovos, where he built the private equity-backed software business’ brand, growth strategy and marketing function from the ground up. Previously, he spent several years in event technology, first leading a high-growth division of Active Network as its general manager where he helped the business enter new markets and establish itself as a market leader for event technology. Then, as CEO of Zerista, he helped grow and sell the mobile startup, building its go-to-market strategy, assembling a cross-functional team and establishing a scalable growth model.
Eric has a B.A. in Journalism from Colorado State University.
Chief Marketing Officer, Aprimo
Ed Breault is an accomplished marketing and software executive with more than 15 years of business transformation and marketing experience. He currently leads a team of marketing strategists and thought leaders who partner with top enterprise brands to navigate complexity, disruption, transformation, and change to the modern marketing organization. Ed has made many significant contributions to the marketing operations business discipline, working with more than 100 marketing organizations around the globe, addressing marketing challenges within all industry verticals. Ed holds a BS/BA degree in Business and Management Information Systems from Bowling Green State University.
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Marketing & Leadership
CTA, CPL, CRO. WTF? It's easy to get immersed in a world of alphabet soup acronyms and the tactics they represent. But as martech pros develop into marketing and corporate leaders, they can elevate the discipline by informing the C-Suite conversation with data-driven results that are more topline than tactical.
In this session, you'll learn how to communicate effectively with senior leaders and walk away with useful, practical tips from marketing leaders who have successfully made the transition to the C-Suite.
Erica Seidel runs The Connective Good, a retained executive recruiting practice that helps companies land leaders in martech, marketing, digital strategy, marketing analytics, and market research. She also pens a blog called 'Practical Tips on Recruiting Great Analytical Marketing Talent' at www.theconnectivegood.com. Previously, she ran Forrester Research's global advisory businesses for CMOs and digital marketing leaders of Fortune 500 companies, achieving 600% growth and radical improvement in client retention.
She also has significant experience in new product development and user experience, with companies such as Sony, IBM, Pitney Bowes, and Sun Microsystems (now Oracle).
Erica has an MBA in Marketing from the Wharton School of the University of Pennsylvania and a BA in International Relations from Brown University.
Perry Hewitt works at the intersection of marketing and digital strategy, and is passionate about leading high-performing teams to drive sustainable change and impact. Her focus is on bringing modern marketing to mission-driven organizations.
Current and past clients include: the Rockefeller Foundation, Lincoln Center for the Performing Arts, and the Ballmer Group. Previously as Harvard University's chief digital officer, she conceived and led digital strategy for marketing, communications, and engagement.
Based in New York, Perry serves in a number of leadership roles, including the business council for Glasswing Ventures and the boards of Junior Achievement U.S.A. and The Marketing Society New York Hub. She writes and speaks on topics including digital transformation, product management, modern marketing, and women's leadership.
CloseTrack
Data & Analytics
The direct-to-consumer and subscription markets are booming. Companies like Casper, Spotify, and Netflix enable customized and real-time audience experiences with ease. But — let's be honest — few of us work for unicorns like that.
Traditional and legacy brands like Ancestry have struggled to adapt their legacy data infrastructure and marketing technology stacks. For brands being disrupted by tech-driven upstarts, re-architecting and finding ways to reclaim lost revenues, market share and brand value are the highest priorities.
In this session, you'll learn from Ancestry's performance marketing leaders how they are reinventing their marketing data architecture and technology stack to drive results. You'll learn:
- the strategy behind Ancestry's ad and marketing technology stack
- the challenges caused by fragmented data silos and legacy marketing technology
- actionable steps for optimizing data and tech for more agile and efficient marketing operations
Anand Thaker is a leader, builder and advisor in marketing technology and growth strategy. His 15-years of experience includes marketing, sales, CX, data, analytics, and intelligent systems/AI.
To succeed in a diverse, dynamic, interconnected marketplace, modern leaders must leverage the right mix of data, intelligent solutions, and seasoned judgment. He founded IntelliPhi to advance human & digital go-to-market decision intelligence for growth-driven leaders. He is also the co-collaborator of the Martech 5000 Landscape with Scott Brinker.
Anand’s experience building and growing high-growth product startups and consulting firms in marketing technology to enterprise firms such as Siemens, Silverpop/IBM, Microsoft, Blackstone, Capgemini, GTRI, Salesforce.com, Fidelity, NYSE, Southern Company and eBay. He also serves as a liaison and advisor to improve venture investors batting average, navigate startup founders, support enterprise executives, and provide leading trends and insights to industry analysts on marketing, sales and customer technologies.
Anand also has a knack for identifying and cultivating rising sales and marketing leaders. He previously consulted and developed solutions in the highly data-driven energy and finance industries after graduating as a computer engineer from Georgia Tech.
Global Lead: Data and Technology, Ancestry
Jonathan Roman heads up the Data and Technology team supporting data driven initiatives and ad/marketing technology management for Ancestry's Global Brand and Performance Marketing Team. Over the years Jon has worked across Dentsu Aegis, Publicis, WPP and the Omnicom Group supporting over 40 brands across every major vertical, with a focus on Advertising and Marketing technology strategy and ad operations. Education, standardization & process and Industry change preparedness are at the core of whatever he does.
At Ancestry, Jon and his team focus on vetting and enabling technologies across channel. He also leads strategy on the collection and utilization of different data-sets for use in marketing driven initiatives.
Outside of work he is a giant nerd who is passionate about cinema, animation and tabletop gaming.
CloseTrack
Technology & Operations
Driving a comprehensive marketing enablement function is a lot like an epic road trip filled with route changes, splendid vistas and lonely stretches, adventures and mishaps, even breakdowns. There are impassioned arguments, bouts of group singing, and all-too-occasional bathroom breaks.
In this session, you'll get first hand insights into RedHat's ongoing transformation adventure. How they evolved a legacy foundation, where they are now and what's on the roadmap for the future. Plus, like any great road trip there will be surprise stops where you'll learn important concepts including:
- Getting leadership support and team-level collaboration means everything.
- Amazing content matters. Igniting marketing's potential means taking risks to create remarkable content.
- The unexpected happens. Learning to be patient… and being ready to pivot.
Jeff Eckman is the Founder and CEO of Blue Green Brands, an agile marketing technology company that delivers exponential growth in returns on marketing investments to medium and large enterprises. With over 20 years' experience in digital, design, and agile teams, Jeff has a passion for applying simplicity to complex problems, and creating relationships between people and technology that generate novel value.
Jeff leads cross-functional teams supporting the diverse and ever-expanding needs and responsibilities of marketing organizations—from strategy to creative to technology. Beneficiaries of Blue Green's work include national and global brands such as NBC Universal, California Closets, athenahealth, and PayPal. Jeff earned his BS in Operations Technology at Northeastern University, and holds an MBA from the MIT Sloan School of Management. Jeff lives in Belmont, Massachusetts with his wife and two children, and can be heard anytime on iTunes or Spotify as the drummer for Boston's original reggae band, Pressure Cooker.
Mary Blanks leads Red Hat's global Marketing Capabilities and Enablement team in the development of strategy to enable over 1,000 marketers to power marketing campaigns using a comprehensive technology stack and processes designed to help them execute efficiently and effectively. She has been a marketer for as long as she can remember, starting with brainstorming ideas with her dad to promote her family's restaurant business in the Virginia mountains. After college, she joined Ecolab, ultimately managing the global marketing team for the International Quick Service Restaurant (QSR) business. Prior to joining Red Hat, she launched her own marketing consulting firm, Aubergine Creative, where she helped create and activate marketing strategies into plans that could be executed by marketers and non-marketers alike.
Marketing Enablement Program Success Manager, Red Hat
Fran Sapir is the Marketing Enablement Program Success Manager for Red Hat, where she collaborates with marketing leaders, teams, and internal subject matter experts to identify, scope, and fulfill the enablement needs of the Global Marketing Team. She began her career as a public school counselor, then expanded into the private sector, where she combined her passion for people with her love of technology as a product owner and learning expert; she is Scrum Certified. Fran draws on both her education background and experience working in Agile organizations to communicate complex technical information and develop and facilitate interactive trainings that engage and inspire diverse audiences.
CloseTrack
Solutions
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!
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.
CEO, Blue Green Brands, BGC
@bluegreenbrandsJeff Eckman is the Founder and CEO of Blue Green Brands, an agile marketing technology company that delivers exponential growth in returns on marketing investments to medium and large enterprises. With over 20 years' experience in digital, design, and agile teams, Jeff has a passion for applying simplicity to complex problems, and creating relationships between people and technology that generate novel value.
Jeff leads cross-functional teams supporting the diverse and ever-expanding needs and responsibilities of marketing organizations—from strategy to creative to technology. Beneficiaries of Blue Green's work include national and global brands such as NBC Universal, California Closets, athenahealth, and PayPal. Jeff earned his BS in Operations Technology at Northeastern University, and holds an MBA from the MIT Sloan School of Management. Jeff lives in Belmont, Massachusetts with his wife and two children, and can be heard anytime on iTunes or Spotify as the drummer for Boston's original reggae band, Pressure Cooker.
Mary Blanks leads Red Hat's global Marketing Capabilities and Enablement team in the development of strategy to enable over 1,000 marketers to power marketing campaigns using a comprehensive technology stack and processes designed to help them execute efficiently and effectively. She has been a marketer for as long as she can remember, starting with brainstorming ideas with her dad to promote her family's restaurant business in the Virginia mountains. After college, she joined Ecolab, ultimately managing the global marketing team for the International Quick Service Restaurant (QSR) business. Prior to joining Red Hat, she launched her own marketing consulting firm, Aubergine Creative, where she helped create and activate marketing strategies into plans that could be executed by marketers and non-marketers alike.
Marketing Enablement Program Success Manager, Red Hat
Fran Sapir is the Marketing Enablement Program Success Manager for Red Hat, where she collaborates with marketing leaders, teams, and internal subject matter experts to identify, scope, and fulfill the enablement needs of the Global Marketing Team. She began her career as a public school counselor, then expanded into the private sector, where she combined her passion for people with her love of technology as a product owner and learning expert; she is Scrum Certified. Fran draws on both her education background and experience working in Agile organizations to communicate complex technical information and develop and facilitate interactive trainings that engage and inspire diverse audiences.
CloseTrack
Solutions
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:
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.co
CEO, Blue Green Brands, BGC
@bluegreenbrandsJeff Eckman is the Founder and CEO of Blue Green Brands, an agile marketing technology company that delivers exponential growth in returns on marketing investments to medium and large enterprises. With over 20 years' experience in digital, design, and agile teams, Jeff has a passion for applying simplicity to complex problems, and creating relationships between people and technology that generate novel value.
Jeff leads cross-functional teams supporting the diverse and ever-expanding needs and responsibilities of marketing organizations—from strategy to creative to technology. Beneficiaries of Blue Green's work include national and global brands such as NBC Universal, California Closets, athenahealth, and PayPal. Jeff earned his BS in Operations Technology at Northeastern University, and holds an MBA from the MIT Sloan School of Management. Jeff lives in Belmont, Massachusetts with his wife and two children, and can be heard anytime on iTunes or Spotify as the drummer for Boston's original reggae band, Pressure Cooker.
Mary Blanks leads Red Hat's global Marketing Capabilities and Enablement team in the development of strategy to enable over 1,000 marketers to power marketing campaigns using a comprehensive technology stack and processes designed to help them execute efficiently and effectively. She has been a marketer for as long as she can remember, starting with brainstorming ideas with her dad to promote her family's restaurant business in the Virginia mountains. After college, she joined Ecolab, ultimately managing the global marketing team for the International Quick Service Restaurant (QSR) business. Prior to joining Red Hat, she launched her own marketing consulting firm, Aubergine Creative, where she helped create and activate marketing strategies into plans that could be executed by marketers and non-marketers alike.
Marketing Enablement Program Success Manager, Red Hat
Fran Sapir is the Marketing Enablement Program Success Manager for Red Hat, where she collaborates with marketing leaders, teams, and internal subject matter experts to identify, scope, and fulfill the enablement needs of the Global Marketing Team. She began her career as a public school counselor, then expanded into the private sector, where she combined her passion for people with her love of technology as a product owner and learning expert; she is Scrum Certified. Fran draws on both her education background and experience working in Agile organizations to communicate complex technical information and develop and facilitate interactive trainings that engage and inspire diverse audiences.
Global Product Marketing, Acoustic
David leads Product Marketing at Acoustic, the industry's largest independent Marketing Cloud provider with solutions including campaign, content, personalization, and analytics. David works with clients and prospects to identify needs, value propositions, and messaging for all Acoustic solutions. David has more than 20 years of experience in various marketing leadership roles at companies including IBM (in the Watson Marketing division), Model N, eFront, Intralinks, CA, and Oracle. David holds a BA from Dartmouth College and an MBA from Northwestern University.
CloseTrack
Solutions
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.
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.
CEO, Blue Green Brands, BGC
@bluegreenbrandsJeff Eckman is the Founder and CEO of Blue Green Brands, an agile marketing technology company that delivers exponential growth in returns on marketing investments to medium and large enterprises. With over 20 years' experience in digital, design, and agile teams, Jeff has a passion for applying simplicity to complex problems, and creating relationships between people and technology that generate novel value.
Jeff leads cross-functional teams supporting the diverse and ever-expanding needs and responsibilities of marketing organizations—from strategy to creative to technology. Beneficiaries of Blue Green's work include national and global brands such as NBC Universal, California Closets, athenahealth, and PayPal. Jeff earned his BS in Operations Technology at Northeastern University, and holds an MBA from the MIT Sloan School of Management. Jeff lives in Belmont, Massachusetts with his wife and two children, and can be heard anytime on iTunes or Spotify as the drummer for Boston's original reggae band, Pressure Cooker.
Mary Blanks leads Red Hat's global Marketing Capabilities and Enablement team in the development of strategy to enable over 1,000 marketers to power marketing campaigns using a comprehensive technology stack and processes designed to help them execute efficiently and effectively. She has been a marketer for as long as she can remember, starting with brainstorming ideas with her dad to promote her family's restaurant business in the Virginia mountains. After college, she joined Ecolab, ultimately managing the global marketing team for the International Quick Service Restaurant (QSR) business. Prior to joining Red Hat, she launched her own marketing consulting firm, Aubergine Creative, where she helped create and activate marketing strategies into plans that could be executed by marketers and non-marketers alike.
Marketing Enablement Program Success Manager, Red Hat
Fran Sapir is the Marketing Enablement Program Success Manager for Red Hat, where she collaborates with marketing leaders, teams, and internal subject matter experts to identify, scope, and fulfill the enablement needs of the Global Marketing Team. She began her career as a public school counselor, then expanded into the private sector, where she combined her passion for people with her love of technology as a product owner and learning expert; she is Scrum Certified. Fran draws on both her education background and experience working in Agile organizations to communicate complex technical information and develop and facilitate interactive trainings that engage and inspire diverse audiences.
SVP of Strategy, BlueConic
"You see things and say, why? but I dream of things that never were and say why not?" - George Bernard Shaw
Specialties: Marketing technology, product marketing, customer data, cross-channel campaign management, enterprise marketing platforms, digital disruption, customer life cycle marketing, customer and brand experience, integrated marketing, omni-channel marketing strategies, research, consulting.
Digital Marketing Analyst, Franklin Sports
Aaron join the Franklin Sports Digital Marketing team in 2017. In his current role, he works on a variety of digital, social and ecommerce projects with a primary focus on franklinsports.com. Prior to joining Franklin, Aaron worked in college athletics as an Assistant Director of Marketing for the Florida Gators and Graduate Marketing Assistant for the UConn Huskies. A native of New Jersey, Aaron received both his Master's and undergraduate degree from the University of Connecticut.
Director of Marketing, CRM & Audience Strategy, America's Test Kitchen
Sarah Desmarais is the Director of Marketing, CRM & Audience Strategy at America's Test Kitchen, where she spearheads the drive towards 1:1 customer marketing. She is passionate about data - an analyst by nature, letting the numbers inform strategy decisions. You can catch her digging into everything from complex audience segmentation and automation to the basics of conversion rate optimization. Her creativity is one of her greatest strengths - along with her deep knowledge of implementing digital experiences for customers & prospects.
CloseTrack
Solutions
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:
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.
CEO, Blue Green Brands, BGC
@bluegreenbrandsJeff Eckman is the Founder and CEO of Blue Green Brands, an agile marketing technology company that delivers exponential growth in returns on marketing investments to medium and large enterprises. With over 20 years' experience in digital, design, and agile teams, Jeff has a passion for applying simplicity to complex problems, and creating relationships between people and technology that generate novel value.
Jeff leads cross-functional teams supporting the diverse and ever-expanding needs and responsibilities of marketing organizations—from strategy to creative to technology. Beneficiaries of Blue Green's work include national and global brands such as NBC Universal, California Closets, athenahealth, and PayPal. Jeff earned his BS in Operations Technology at Northeastern University, and holds an MBA from the MIT Sloan School of Management. Jeff lives in Belmont, Massachusetts with his wife and two children, and can be heard anytime on iTunes or Spotify as the drummer for Boston's original reggae band, Pressure Cooker.
Mary Blanks leads Red Hat's global Marketing Capabilities and Enablement team in the development of strategy to enable over 1,000 marketers to power marketing campaigns using a comprehensive technology stack and processes designed to help them execute efficiently and effectively. She has been a marketer for as long as she can remember, starting with brainstorming ideas with her dad to promote her family's restaurant business in the Virginia mountains. After college, she joined Ecolab, ultimately managing the global marketing team for the International Quick Service Restaurant (QSR) business. Prior to joining Red Hat, she launched her own marketing consulting firm, Aubergine Creative, where she helped create and activate marketing strategies into plans that could be executed by marketers and non-marketers alike.
Marketing Enablement Program Success Manager, Red Hat
Fran Sapir is the Marketing Enablement Program Success Manager for Red Hat, where she collaborates with marketing leaders, teams, and internal subject matter experts to identify, scope, and fulfill the enablement needs of the Global Marketing Team. She began her career as a public school counselor, then expanded into the private sector, where she combined her passion for people with her love of technology as a product owner and learning expert; she is Scrum Certified. Fran draws on both her education background and experience working in Agile organizations to communicate complex technical information and develop and facilitate interactive trainings that engage and inspire diverse audiences.
Digital Marketing Analyst, Franklin Sports
Aaron join the Franklin Sports Digital Marketing team in 2017. In his current role, he works on a variety of digital, social and ecommerce projects with a primary focus on franklinsports.com. Prior to joining Franklin, Aaron worked in college athletics as an Assistant Director of Marketing for the Florida Gators and Graduate Marketing Assistant for the UConn Huskies. A native of New Jersey, Aaron received both his Master's and undergraduate degree from the University of Connecticut.
Director of Marketing, CRM & Audience Strategy, America's Test Kitchen
Sarah Desmarais is the Director of Marketing, CRM & Audience Strategy at America's Test Kitchen, where she spearheads the drive towards 1:1 customer marketing. She is passionate about data - an analyst by nature, letting the numbers inform strategy decisions. You can catch her digging into everything from complex audience segmentation and automation to the basics of conversion rate optimization. Her creativity is one of her greatest strengths - along with her deep knowledge of implementing digital experiences for customers & prospects.
CloseTrack
Solutions
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:
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.
CEO, Blue Green Brands, BGC
@bluegreenbrandsJeff Eckman is the Founder and CEO of Blue Green Brands, an agile marketing technology company that delivers exponential growth in returns on marketing investments to medium and large enterprises. With over 20 years' experience in digital, design, and agile teams, Jeff has a passion for applying simplicity to complex problems, and creating relationships between people and technology that generate novel value.
Jeff leads cross-functional teams supporting the diverse and ever-expanding needs and responsibilities of marketing organizations—from strategy to creative to technology. Beneficiaries of Blue Green's work include national and global brands such as NBC Universal, California Closets, athenahealth, and PayPal. Jeff earned his BS in Operations Technology at Northeastern University, and holds an MBA from the MIT Sloan School of Management. Jeff lives in Belmont, Massachusetts with his wife and two children, and can be heard anytime on iTunes or Spotify as the drummer for Boston's original reggae band, Pressure Cooker.
Mary Blanks leads Red Hat's global Marketing Capabilities and Enablement team in the development of strategy to enable over 1,000 marketers to power marketing campaigns using a comprehensive technology stack and processes designed to help them execute efficiently and effectively. She has been a marketer for as long as she can remember, starting with brainstorming ideas with her dad to promote her family's restaurant business in the Virginia mountains. After college, she joined Ecolab, ultimately managing the global marketing team for the International Quick Service Restaurant (QSR) business. Prior to joining Red Hat, she launched her own marketing consulting firm, Aubergine Creative, where she helped create and activate marketing strategies into plans that could be executed by marketers and non-marketers alike.
Marketing Enablement Program Success Manager, Red Hat
Fran Sapir is the Marketing Enablement Program Success Manager for Red Hat, where she collaborates with marketing leaders, teams, and internal subject matter experts to identify, scope, and fulfill the enablement needs of the Global Marketing Team. She began her career as a public school counselor, then expanded into the private sector, where she combined her passion for people with her love of technology as a product owner and learning expert; she is Scrum Certified. Fran draws on both her education background and experience working in Agile organizations to communicate complex technical information and develop and facilitate interactive trainings that engage and inspire diverse audiences.
Marketing Technology, Land O'Lakes, Inc.
Cal Gibbons is an award-winning marketing technology leader at Land O'Lakes, Inc., one of the largest farmer-owned food and agriculture co-operatives in the world. A former CPA, Gibbons spent several years in the finance and accounting world before being tapped to run Land O'Lakes' marketing financial and analytics systems. When he's not at work, you can probably find him dominating the local pub trivia scene.
Digital Marketing Analyst, Franklin Sports
Aaron join the Franklin Sports Digital Marketing team in 2017. In his current role, he works on a variety of digital, social and ecommerce projects with a primary focus on franklinsports.com. Prior to joining Franklin, Aaron worked in college athletics as an Assistant Director of Marketing for the Florida Gators and Graduate Marketing Assistant for the UConn Huskies. A native of New Jersey, Aaron received both his Master's and undergraduate degree from the University of Connecticut.
Director of Marketing, CRM & Audience Strategy, America's Test Kitchen
Sarah Desmarais is the Director of Marketing, CRM & Audience Strategy at America's Test Kitchen, where she spearheads the drive towards 1:1 customer marketing. She is passionate about data - an analyst by nature, letting the numbers inform strategy decisions. You can catch her digging into everything from complex audience segmentation and automation to the basics of conversion rate optimization. Her creativity is one of her greatest strengths - along with her deep knowledge of implementing digital experiences for customers & prospects.
CloseTrack
Marketing & Leadership
Starting a martech leadership role? Recruiting and training your own team is going to be one of your most significant challenges. You'll struggle through "Goldilocks" moments with each hire as you find the talent that is "just right."
In this session, Dave will explain how he built marketing and martech teams at three major global companies and Erica will describe what she's learned after 8-years of helping companies recruit martech leaders.
Attend this session for:
- The essential obsessions of the successful martech leader.
- Prioritizing desirable marketing traits for your organizational needs.
- When to recruit new talent that is "just right" and when to repurpose the talent you have?
- Determining if a potential hire has the skills you really need.
- Avoiding bad hires – pitfalls to watch out for.
- Mistakes that martech practitioners make when they transition to leadership roles, and how to avoid them.
Anand Thaker is a leader, builder and advisor in marketing technology and growth strategy. His 15-years of experience includes marketing, sales, CX, data, analytics, and intelligent systems/AI.
To succeed in a diverse, dynamic, interconnected marketplace, modern leaders must leverage the right mix of data, intelligent solutions, and seasoned judgment. He founded IntelliPhi to advance human & digital go-to-market decision intelligence for growth-driven leaders. He is also the co-collaborator of the Martech 5000 Landscape with Scott Brinker.
Anand’s experience building and growing high-growth product startups and consulting firms in marketing technology to enterprise firms such as Siemens, Silverpop/IBM, Microsoft, Blackstone, Capgemini, GTRI, Salesforce.com, Fidelity, NYSE, Southern Company and eBay. He also serves as a liaison and advisor to improve venture investors batting average, navigate startup founders, support enterprise executives, and provide leading trends and insights to industry analysts on marketing, sales and customer technologies.
Anand also has a knack for identifying and cultivating rising sales and marketing leaders. He previously consulted and developed solutions in the highly data-driven energy and finance industries after graduating as a computer engineer from Georgia Tech.
Erica Seidel runs The Connective Good, a retained executive recruiting practice that helps companies land leaders in martech, marketing, digital strategy, marketing analytics, and market research. She also pens a blog called 'Practical Tips on Recruiting Great Analytical Marketing Talent' at www.theconnectivegood.com. Previously, she ran Forrester Research's global advisory businesses for CMOs and digital marketing leaders of Fortune 500 companies, achieving 600% growth and radical improvement in client retention.
She also has significant experience in new product development and user experience, with companies such as Sony, IBM, Pitney Bowes, and Sun Microsystems (now Oracle).
Erica has an MBA in Marketing from the Wharton School of the University of Pennsylvania and a BA in International Relations from Brown University.
Dave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
CloseTrack
Data & Analytics
Successful multi-touch attribution is about your data and your organization's culture.
In this session, you'll learn how a billion dollar brand transitioned it's reporting structure from almost no KPIs to a full multi-touch attribution model supported by sales, marketing, and technology.
No previous knowledge of marketing attribution is necessary. This session is best suited for B2B organizations and attendees in marketing campaign management, marketing analytics, marketing operations, event marketing, or someone who wants to help their marketing team understand their impact on revenue.
Key takeaways and lessons include:
- Understanding attribution models including the pros/cons of single and multi-touch attribution
- Best practices for preparing your data
- An iterative approach to multi-touch attribution
- Common data and leadership challenges
Jeff Eckman is the Founder and CEO of Blue Green Brands, an agile marketing technology company that delivers exponential growth in returns on marketing investments to medium and large enterprises. With over 20 years' experience in digital, design, and agile teams, Jeff has a passion for applying simplicity to complex problems, and creating relationships between people and technology that generate novel value.
Jeff leads cross-functional teams supporting the diverse and ever-expanding needs and responsibilities of marketing organizations—from strategy to creative to technology. Beneficiaries of Blue Green's work include national and global brands such as NBC Universal, California Closets, athenahealth, and PayPal. Jeff earned his BS in Operations Technology at Northeastern University, and holds an MBA from the MIT Sloan School of Management. Jeff lives in Belmont, Massachusetts with his wife and two children, and can be heard anytime on iTunes or Spotify as the drummer for Boston's original reggae band, Pressure Cooker.
Adam Kirby is the Director of Marketing at Mediacurrent where he oversees the creation and implementation of Mediacurrent's go to market strategy. Adam is a hands-on leader that uses account-based marketing strategies to acquire and retain customers for Mediacurrent. Prior to his current role, Adam spent 12 years at CareerBuilder in Sales Productivity, Business Development, and Marketing Operations. Adam is extremely passionate about leveraging marketing strategy and technology to create value-added experiences, improve products, and grow a company’s brand.
Global VP, Marketing Data & Technology, SAP Concur
@SAPConcurDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
CloseTrack
Technology & Operations
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.
Duane is an independent Martech and Digital Marketing consultant in Portland, Oregon. He was Chief Marketing Technologist and Head of Digital at Xerox until January 2017, with roles ranging from Brand and Marketing Intelligence to acting CMO over 17 years. He has been a growth hacker throughout his career. Prior to joining Xerox, he held executive roles at Apple and HP.
A lifetime learner and an innate problem-solver, Jorge Garcia found his home in the Marketing Technology industry. 10+ years in Sales, Sales Management, Program Management, Marketing Analytics, and Marketing Operations roles with large organizations have prepared him for the unique mix of problems a Marketing Technologist faces. He hopes his energy and zeal for technology will attract fellow martech nerds looking to push the industry forward!
Global VP, Marketing Data & Technology, SAP Concur
@SAPConcurDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
CloseTrack
Solutions
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.
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.
Principal, Schulz Advisors LLC
@duaneschulzDuane is an independent Martech and Digital Marketing consultant in Portland, Oregon. He was Chief Marketing Technologist and Head of Digital at Xerox until January 2017, with roles ranging from Brand and Marketing Intelligence to acting CMO over 17 years. He has been a growth hacker throughout his career. Prior to joining Xerox, he held executive roles at Apple and HP.
A lifetime learner and an innate problem-solver, Jorge Garcia found his home in the Marketing Technology industry. 10+ years in Sales, Sales Management, Program Management, Marketing Analytics, and Marketing Operations roles with large organizations have prepared him for the unique mix of problems a Marketing Technologist faces. He hopes his energy and zeal for technology will attract fellow martech nerds looking to push the industry forward!
Global VP, Marketing Data & Technology, SAP Concur
@SAPConcurDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
CMO, Acquia
As Acquia's chief marketing officer, Lynne Capozzi oversees all global marketing functions including digital marketing, demand generation, operations, regional and field marketing, customer and partner marketing, events, vertical strategy, analyst relations, content and corporate communications. Lynne is one of Acquia's boomerang stories, first serving as Acquia CMO in 2009. Lynne left Acquia in 2011 to pursue her nonprofit work full-time. She returned to Acquia in late 2016 to lead the marketing organization into its next stage of growth.
Prior to her experience at Acquia, Lynne has held various marketing leadership roles in the technology space. She served as CMO at JackBe, an enterprise mashup software company for real-time intelligence applications that was acquired by Software AG, before that Lynne was CMO at Systinet, which was acquired by Mercury Interactive. Prior to that, Lynne was a VP at Lotus Development, which was later acquired by IBM.
Outside of her work at Acquia, Lynne is on the board of directors at the Boston Children's Hospital Trust and runs a nonprofit through the hospital.
VP Digital, Pegasystems
Tom Bachmann is VP Digital at Pegasystems in Cambridge, MA. With a proven track record leading large-scale Digital programs, Tom brings a passion for working across disciplines with technical engineers, design teams, and business leaders in the pursuit of Digital excellence. His areas of specialization include Digital strategy, leveraging taxonomy & metadata to drive dynamic digital experiences, user-centered design, multi-language localization, UX, information architecture, and integrated campaign systems that drive digital engagement.
Sr. Director, Digital Strategy, Liberty Mutual Insurance
A results-driven digital leader with 20+ years of experience as an entrepreneur, agency executive and senior manager at a Fortune 100 company. Unique and diverse background combining hands-on technology and software development experience with product management and business acumen. Demonstrated success building and managing digital teams, establishing and growing partner relationships, and implementing digital experiences for clients and brands.
An innovator and thought leader in digital and emerging technologies with expertise across web and mobile application development, artificial intelligence and machine learning, the connected car and IoT. A collaborative partner that builds and maintains strong relationships with internal and external customers, stakeholders and clients.
CloseTrack
Marketing & Leadership
Many organizations are losing revenue because of shortcomings in their SEO strategy. Initiatives aimed at improving SEO fail because non-SEO teams introduce mistakes that lead to missed opportunities. Why? SEO is an afterthought for most functions in large enterprise marketing organizations.
This session provides a framework for SEO success that's especially relevant to marketing operations and technology teams. Key takeaways include:
- The 10 pillars of SEO
- Examples how organizational structure often thwarts SEO unintentionally
- What the goal of SEO teams at enterprise organizations should be
- A self assessment that reveals if your organization is an SEO Pacesetter… or an SEO Avoider
Duane is an independent Martech and Digital Marketing consultant in Portland, Oregon. He was Chief Marketing Technologist and Head of Digital at Xerox until January 2017, with roles ranging from Brand and Marketing Intelligence to acting CMO over 17 years. He has been a growth hacker throughout his career. Prior to joining Xerox, he held executive roles at Apple and HP.
Jessica is the In House SEO Adviser for Search Engine Land and a member of the programming team for SMX events. She is the founder and owner of SEOinhouse.com, a company on a mission to make in house SEO simpler. She is a leading advocate of in house SEO, and started in house SEO programs at Enterprise Rent-A-Car, Business.com and Yahoo! Inc.
Global VP, Marketing Data & Technology, SAP Concur
@SAPConcurDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
CloseTrack
Data & Analytics
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
Jeff Eckman is the Founder and CEO of Blue Green Brands, an agile marketing technology company that delivers exponential growth in returns on marketing investments to medium and large enterprises. With over 20 years' experience in digital, design, and agile teams, Jeff has a passion for applying simplicity to complex problems, and creating relationships between people and technology that generate novel value.
Jeff leads cross-functional teams supporting the diverse and ever-expanding needs and responsibilities of marketing organizations—from strategy to creative to technology. Beneficiaries of Blue Green's work include national and global brands such as NBC Universal, California Closets, athenahealth, and PayPal. Jeff earned his BS in Operations Technology at Northeastern University, and holds an MBA from the MIT Sloan School of Management. Jeff lives in Belmont, Massachusetts with his wife and two children, and can be heard anytime on iTunes or Spotify as the drummer for Boston's original reggae band, Pressure Cooker.
Ruth Burr Reedy has been working in SEO since 2006. She has spoken on SEO strategies and tactics at conferences such as SMX West and Advanced, PubCon, MozCon, and NamesCon.
Ruth specializes in strong technical SEO as the foundation for a holistic inbound marketing strategy. She is currently the Director of Strategy at UpBuild, an SEO agency using technical SEO, web analytics and conversion rate optimization for end-to-end improvement of the customer journey.
Ruth lives in Oklahoma City, OK with her husband and dog. Prior to her move to UpBuild, she was the Senior SEO Manager at BigWing Interactive, a full-service digital marketing agency; previously, she was the head of SEO at Moz.
Global VP, Marketing Data & Technology, SAP Concur
@SAPConcurDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
CloseTrack
Technology & Operations
Nearly one year ago, SAP Concur embarked on a journey to drive the strategy, governance and process behind its marketing technology stack. In this session, you'll learn how this small (but mighty) team created the vision, strategy and processes, and hear about lessons learned along the way. You'll get insights into how the team:
- Assessed their martech stack to inform both a near
- and long-term strategy
- Optimized and leveraged processes and collaboration to minimize 'shiny object syndrome' and siloed technology purchases
- Developed a Martech enablement plan aimed to increase tool adoption, usage consistency and tool time-to-value
Erica Seidel runs The Connective Good, a retained executive recruiting practice that helps companies land leaders in martech, marketing, digital strategy, marketing analytics, and market research. She also pens a blog called 'Practical Tips on Recruiting Great Analytical Marketing Talent' at www.theconnectivegood.com. Previously, she ran Forrester Research's global advisory businesses for CMOs and digital marketing leaders of Fortune 500 companies, achieving 600% growth and radical improvement in client retention.
She also has significant experience in new product development and user experience, with companies such as Sony, IBM, Pitney Bowes, and Sun Microsystems (now Oracle).
Erica has an MBA in Marketing from the Wharton School of the University of Pennsylvania and a BA in International Relations from Brown University.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
Dave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
CloseTrack
Solutions
For the last several years, pundits have predicted that THIS would be the year mass personalization takes off. Industry giants like Facebook and Amazon have been held up as shining examples of how to personalize at scale. But is this level of personalization really needed for all companies on all channels?
In this session we'll share the results of a new Forbes personalization survey with industry benchmarks collected from marketing leaders from global 2000 companies to help better define what's working, what's not, and how a Customer Data Platform can be used to maximize personalization results on the right channels that matter for your business.
Marketers will learn:
1. What personalization consumers expect and want from companies and which channels actually matter to customers and prospects and where to get the best ROI for your marketing dollars
2. Strategies for segmenting your customers/prospects by using the data you already have to compete with the data goliaths like Amazon, Netflix and more.
3. How a Customer Data Platform can help enable marketers to be more data driven.
Arm Treasure Data enterprise Customer Data Platform (CDP) unifies data from multiple sources - online, offline, IoT and device generated data - and empowers enterprises to disrupt their markets with superior customer experiences. Our customers are creating transformational customer relationships by connecting the data dots with our CDP. Arm Treasure Data is fully owned by Arm Holdings and has a global customer base of over 300 enterprises including Fortune 500 and Global 2000 companies. Our clients manage over 130 trillion records, resulting in more predictable and profitable business results
CEO, The Connective Good
@erica_seidelErica Seidel runs The Connective Good, a retained executive recruiting practice that helps companies land leaders in martech, marketing, digital strategy, marketing analytics, and market research. She also pens a blog called 'Practical Tips on Recruiting Great Analytical Marketing Talent' at www.theconnectivegood.com. Previously, she ran Forrester Research's global advisory businesses for CMOs and digital marketing leaders of Fortune 500 companies, achieving 600% growth and radical improvement in client retention.
She also has significant experience in new product development and user experience, with companies such as Sony, IBM, Pitney Bowes, and Sun Microsystems (now Oracle).
Erica has an MBA in Marketing from the Wharton School of the University of Pennsylvania and a BA in International Relations from Brown University.
Martech Specialist, SAP Concur
During an average day at SAP Concur, you can find Emily hard at work on a variety of enablement materials for their ever-growing tech stack. She is passionate about people and about equipping them with the tools and processes they need in order to make their jobs easier. In addition to being responsible for the marketing technology enablement strategy, she works to streamline MarTech processes and encourage communication between our global teams. Emily is also a Marketo certified expert and leads a weekly internal Marketo user group called Marketo and Doughnuts.
When she's not working, you can usually find her with her nose in a book. When she can be torn away from the pages, she takes pole dancing classes, volunteers with Beaverton Civic Theatre, spends time with her husband, and is working her way through every recipe in her favorite cookbook.
Dave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
Head of Marketing, Arm Treasure Data
Tom Treanor heads up marketing at Arm Treasure Data. He focuses on marketing, martech, CDPs and digital marketing. He has an MBA from the Wharton School of Business, as well as a Master of Arts in International Studies from the University of Pennsylvania. With a unique blend of business experience, technical skills and creativity, he has been able to make a meaningful impact on many companies. Follow him on Twitter @RtMixMktg
CloseTrack
Keynote
"Disrupt or Die" has been the rallying cry for decades, but what does it actually mean to be disruptive, to make it the center of your strategy?
Many companies set a goal to develop "disruptive" innovations, believing innovation will disrupt their market and drive growth. But that's not how it works: disruption doesn't create growth. Growth creates disruption. Transformations are never easy, and the unrelenting pace of technological change makes it doubly difficult.
But there's hope and a way forward — starting with reframing your strategy, leadership and culture so that disruptive growth is at the top of your agenda.
In Charlene's keynote you'll learn how to:
- Define what disruption is — and isn't — and how it can drive growth.
- Identify and prioritize the right disruptive growth moves — and align the organization around them.
- Understand how leaders must show up differently when pursuing a disruption strategy.
- Instill disruption into a status-quo culture.
Register now and receive a free copy of Charlene's new book, "The Disruption Mindset: Why Some Organizations Transform While Others Fail," at the conference. (First come, first served!)
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Charlene Li is the author of the New York Times bestseller Open Leadership and co-author of the critically acclaimed book, Groundswell. She is working on her sixth book, The Disruption Mindset (August 2019).
Charlene founded and ran Altimeter Group, a disruptive industry analyst firm that was acquired by Prophet in 2015. She has been a respected advisor to Fortune 500 companies on digital transformation and leadership.
She was named one of the Top 50 Leadership Innovators by Inc., and one of the most creative people in business by Fast Company. Charlene is a graduate of Harvard College and Harvard Business School.
Global VP, Marketing Data & Technology, SAP Concur
@SAPConcurDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
CloseTrack
Solutions
The retail industry is going through tectonic shifts due to rapidly changing consumer expectations. Laura Cicchelli, VP of CRM and Analytics at specialty retailer for big & tall men DestinationXL, takes you through their Martech transformation journey toward making data-driven decisions instead of intuition-based judgements. Learn how DXL was able to hyper-personalize the customer experience across multiple channels by bringing the right data together, making process & resource changes, and through implementing the right set of technologies.
This session covers:
Also learn how Element Solutions, a digital transformation consulting firm and industry leader in customer satisfaction, helped DXL through its data-driven marketing journey.
HGS Digital is a global team of 500+ leading strategic thinkers, digital marketing and design masters, data analysts, software engineers, and process optimization specialists with an elemental desire to create transformative digital solutions. We are dedicated to creating frictionless technological experiences that solve problems and significantly improve people’s lives.
Conference Chair, MarTech & Editor, chiefmartec.com
@chiefmartecThe MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Charlene Li is the author of the New York Times bestseller Open Leadership and co-author of the critically acclaimed book, Groundswell. She is working on her sixth book, The Disruption Mindset (August 2019).
Charlene founded and ran Altimeter Group, a disruptive industry analyst firm that was acquired by Prophet in 2015. She has been a respected advisor to Fortune 500 companies on digital transformation and leadership.
She was named one of the Top 50 Leadership Innovators by Inc., and one of the most creative people in business by Fast Company. Charlene is a graduate of Harvard College and Harvard Business School.
Global VP, Marketing Data & Technology, SAP Concur
@SAPConcurDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
VP of CRM and Analytics, DXL
Laura Cicchelli is Vice President, CRM & Analytics at The DXL Group, a men's specialty apparel retailer. In this role she spearheads all things Customer and the related analytics to drive toward 1:1 customer marketing. Laura led the thinking behind identifying the right tech stack to meet these business requirements and recently launched a suite of Infor products along with Salesforce Marketing Cloud.
Previously, Laura held a number of senior marketing roles at Starwood Hotels, L'Oreal, Maybelline, Calvin Klein Cosmetics and HOP Energy. She holds a BA from Boston College and a MBA from Fordham University.
Head, Data Driven Intelligence Practice, Element Solutions
As the practice lead for data driven intelligence practice at Element, Venu Gooty focuses on bringing together data & business needs to deliver valuable & actionable insights. With over 15 years of technology & business consulting experience, he has worked with many mid and large enterprise customers to provide C-level executives, solutions to their business problems using data & technology. His team implements complex data, analytical & AI/ML engagements that bring immense value to businesses on their journey to take data-driven decisions.
CloseTrack
Solutions
Data-powered growth can be an elusive goal. When it comes to today's fickle, fast-moving, omni-channel consumer, striking gold can often seem like a matter of chance. But a driven professional isn't apt to wait around for luck to strike. Instead, they need to own the moment. Every moment.
Developing self-driven, predictable outcomes requires cultivating a growth-minded strategy and a strong team, but most critically, a diverse but complementary tech stack is needed to back it all up. In this solutions track, Blueshift's Chief Growth Officer, Josh Francia, will share his own tried-and-tested recipe for building an engine that leads to sustaining growth and success. He'll also share how this approach has brought him greater returns, easier execution, and deeper customer insights for nearly two decades.
San Francisco-based Blueshift is the leading AI-powered Customer Data Platform. Its patented AI technology empowers marketers to deeply understand their customer data, and orchestrate 1:1 campaigns across multiple channels. Leading consumer brands such as LendingTree, Udacity, IAC, and the BBC use Blueshift to increase customer engagement and revenue. The company is backed by prominent venture capital firms including Storm Ventures and Nexus Venture Partners.
Conference Chair, MarTech & Editor, chiefmartec.com
@chiefmartecThe MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Charlene Li is the author of the New York Times bestseller Open Leadership and co-author of the critically acclaimed book, Groundswell. She is working on her sixth book, The Disruption Mindset (August 2019).
Charlene founded and ran Altimeter Group, a disruptive industry analyst firm that was acquired by Prophet in 2015. She has been a respected advisor to Fortune 500 companies on digital transformation and leadership.
She was named one of the Top 50 Leadership Innovators by Inc., and one of the most creative people in business by Fast Company. Charlene is a graduate of Harvard College and Harvard Business School.
Global VP, Marketing Data & Technology, SAP Concur
@SAPConcurDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
Chief Growth Officer, Blueshift
Josh Francia is the Chief Growth Officer of Blueshift, the leading Customer Data Activation Platform. Josh has 15+ years of experience in marketing, product management, and e-commerce technology. He is known for setting strategic vision, growing and mentoring teams, and using technology to achieve maximum revenue and returns. In his role at Blueshift, Josh leads marketing, strategic partnerships, and customer advocacy. Prior to Blueshift, Josh was VP of Marketing at LendingTree, General Manager & Chief Marketing Officer of Gozengo, Founder & CEO of Crowdwyse, and Director of Marketing & eCommerce Technology at Priceline. Josh is a graduate of Brigham Young University.
CloseTrack
Discover MarTech
By 2020, 85% of all customer engagement will take place without the aid of a human...so how are leading organizations achieving this via the digital transformation of their customer engagement? Embracing clients at their moments of need is more crucial than ever before...Join us as we examine how our clients provide meaningful business impact and win in the highly-competitive battleground of customer experience. Discover the digital tools - Chatbot, Personalized Video, Mobile and Self-Service - that are enabling customer-obsessed organizations to embrace new market opportunities and exceed customer expectations.
CloseTrack
Discover MarTech
Much of today's research on sales development has been largely sales-focused - how should sales engage with prospects to optimize success. But what does the buyer think? What does the buyer want? Are you negatively impacting your success because you're not engaging with buyers as they expect you to? Join this session and learn what over 2000 surveyed buyers say when it comes to their needs and preferences...from their point-of-view. Learn how their needs change over the course of the entire Buyer's Journey, along with what specific actions you need to take to support a "buyer-focused" sales engagement process.
CloseTrack
Discover MarTech
From creatives, to bidding to attribution, machine learning is upending the way digital advertisers plan, execute, optimize and measure paid search campaigns. Keywords are taking a back seat to audiences. As campaigns automatically extend beyond search results, paid search is becoming multichannel by default.
Search Engine Land and MarTech Today's Editor-in-Chief Ginny Marvin will discuss the significant changes concurring in paid search, how organizations need to adapt and why the entire marketing team needs to understand and embrace these changes -- not just those working directly in paid search.
CloseTrack
Discover MarTech
Since 2004, REQ has partnered with eBay to develop and grow eBay Main Street,? a global grassroots community of small business and e-commerce advocates. Core to this effort is a marketing stack also includes a website, social media channels and monitoring tools, analytics, and A/B/multivariate testing tools to achieve greater success from advocacy campaigns. This automation program is integral to these advocacy campaigns and is essential for engagement with state, federal, and international policymakers. In this session, Eric Gilbertsen, REQ's chief client officer, will discuss the work involved in keeping advocates engaged over many years and thinking about issues integral to eBay's core business.
CloseTrack
Discover MarTech
Marketing pioneer John Wanamaker once famously said, "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." If a marketer said that today they would be out of a job. And yet with so many touchpoints across so many channels and so much noise in advertising and marketing today, it's no wonder that properly measuring attribution remains difficult and marketing spend is wasted.
In this session, you'll learn how to get a clear look at attribution, leading to better optimization of campaign performance and a better customer experience.
CloseTrack
Discover MarTech
Data scientists create immense value for marketing organizations, but without new processes, alignment of expectations, and clear lines of communications, you effort can be easily derailed. Getting everyone speaking the same language and working toward common goals is critical.
This session explores how business leaders can successfully integrate data scientists into their marketing teams, enabling everyone to be as efficient and effective as possible.
CloseTrack
Discover MarTech
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.
CloseTrack
Discover MarTech
OpenText Media Management is a leader in the Digital Asset Management market and provides streamlined collaboration capabilities as well as integration with OpenText Hightail to easily share, collaborate, and approve large, rich media files. We’ll explore how a large public utility, Salt River Project, is leveraging the simplicity of OpenText Media Management for management of all their digital assets and using OpenText Hightail to boost their team’s productivity and generate high cost and resource savings across the digital content supply chain.
CloseTrack
Discover MarTech
Understanding each customer's journey with your brand means delivering the right content to the right person at the right time. This approach comes naturally to Miami-Dade County. Learn how this award-winning organization reimagined web content management to simplify the path to knowledge for all audiences - from journalists to tourists - using OpenText TeamSite.
CloseTrack
Discover MarTech
We all know the pool of online data is vast. Dispersed within that pool are insights that are incredibly valuable for brands if discovered and acted upon. But as always, there's a catch! Sorting through thousands, or even millions, of irrelevant mentions, interactions, and impressions to get to an actionable insight or trend manually is impossible. Even if the data is well-organized in clear data visualizations, crucial online trends, and insights will be missed.
We're at a turning point. Consumers are speaking up everywhere and faster than ever before. That's why we, Synthesio & Ipsos, have created Signals. The Rigor of market research at the speed of social.
Attend our session to learn how bringing together decades of market research methodologies, and social listening technology, will provide insights that will help you answer real business questions like:
CloseTrack
Discover MarTech
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.
CloseTrack
Discover MarTech
Marketing is more complicated than ever, and in today’s world of constantly evolving technologies and misaligned processes, marketing teams need to change the way they’re working to be successful. To be truly effective, modern marketing teams need to combine a proactive approach with the right technology, process, and people. This new way of working can be your secret weapon against siloed teams, disconnected tools, and manual and time-consuming processes. Join Workfront Solution Advisor, Marc Buchanan, as he demonstrates three real use cases that can help you make your own marketing efforts more effective.
In this session, you'll learn how to:
CloseTrack
Discover MarTech
AB Tasty is the fastest-growing provider of AI-powered experimentation & personalization, helping businesses drive more conversions and revenue on all its digital assets. AB Tasty client Best Western® Hotels & Resorts was constantly struggling to find an efficient way to determine the most salient image to put front and center on its website, a challenge that many e-commerce businesses also face. By implementing AB Tasty's image matchmaker solution, Best Westerns was able to see a whopping 26% increase in transactions on its website.
CloseTrack
Discover MarTech
A majority of marketers now report they have a Customer Data Platform ('CDP'), even though few actually have a system that offers true CDP functionality. Learn why there's confusion, what makes a real CDP, and what you're missing if your systems fall short. In this session, David gives you a look at industry trends, the impact of CDPs from Adobe, Salesforce, and Oracle, and why many companies find two CDPs are better than one.
CloseTrack
Discover MarTech
Join this 15-minute mini-masterclass to learn how to quickly optimize experience & engagement across your entire digital customer journey and improve your key business metrics.
CloseTrack
Discover MarTech
Agile is the new black in marketing. Marketers have heard the hype, but many do not know where to start with implementing agile practices into their own organization.
In this session, you'll get an inside look at how The New York Times, one of the world's largest media companies, manages its martech team using agile. You'll learn about the challenges they overcame and the lessons learned from losses along the way. You'll also see how NYT budgeted its martech projects and how that process has evolved in response to the changing technology landscape.
CloseTrack
Discover MarTech
Join Validity to explore new metrics and engagement tactics to help optimize your deliverability amidst a changing email landscape.
CloseTrack
Discover MarTech
Multinational companies need multinational marketing, but maintaining a consistent brand voice across campaign launches requires coordination on a global scale. We'll show you how some of the biggest names in marketing use Airtable to empower global teams to operate nimbly and independently-while keeping strategy and assets consistent.
CloseTrack
Solutions
The CCPA has started an avalanche of new state privacy laws and amendments around the country. From New York to Nevada, these regulations aim to put the control of personal data back with the people, but leave privacy and marketing teams with even more questions. Just how alike are the CCPA's "Do Not Sell" and Nevada Privacy Law's "Opt Out of Sale" requirements? How do you understand what data you sell and where that data exists? How can you create customer experiences that deliver on user experience expectations that also integrate with backend systems to automate the process? This session will answer these questions, compare the two laws, share a "Do Not Sell"/"Opt Out of Sale" roadmap and action plan and detail how to create a scalable and sustainable approach to consumer rights to comply with a variety of state and global privacy laws.
Key takeaways:
OneTrust is the largest and most widely used dedicated privacy management technology platform used by more than 2,000 customers, including 200 of the Global 2,000, for compliance with global data privacy regulations, including the GDPR, CCPA, ePrivacy and more.
OneTrust helps organizations implement global privacy requirements, including Data Protection by Design and Default (PbD), Data Protection Impact Assessments (PIA/DPIA), Vendor Risk Management, Incident and Breach Management, Records of Processing (Data Mapping), Consent Management, Cookie Consent Banners, GDPR Data Subject Rights and CCPA Consumer Rights.
To learn more, visit OneTrust.com.
Conference Chair, MarTech & Editor, chiefmartec.com
@chiefmartecThe MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Charlene Li is the author of the New York Times bestseller Open Leadership and co-author of the critically acclaimed book, Groundswell. She is working on her sixth book, The Disruption Mindset (August 2019).
Charlene founded and ran Altimeter Group, a disruptive industry analyst firm that was acquired by Prophet in 2015. She has been a respected advisor to Fortune 500 companies on digital transformation and leadership.
She was named one of the Top 50 Leadership Innovators by Inc., and one of the most creative people in business by Fast Company. Charlene is a graduate of Harvard College and Harvard Business School.
Global VP, Marketing Data & Technology, SAP Concur
@SAPConcurDave Hsu leads the Marketing Technology and Demand Analytics team at CA Technologies where he holds global responsibility for marketing automation, lead management, marketing analytics and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees CA’s Marketing Technology stack that includes technical integrations, increasing adoption and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles and holds an MBA from the University of Michigan.
Director, OneTrust PreferenceChoice
Stephanie Hanson is the Director of OneTrust PreferenceChoice, Americas - part of the #1 most widely used privacy, security and third-party risk technology platform. In her role, Hanson oversees OneTrust PreferenceChoice's team of Marketing and Privacy Consultants across the Americas, working with emerging and enterprise companies on best practices to drive engaging user experiences and build trust while demonstrating compliance across 100s of global data privacy regulations, including the CCPA, TCPA, CASL and GDPR. Hanson has publicly spoken on a variety of privacy, security and marketing topics, providing deep insight into regulatory issues and practical approaches to marketing compliance. Additionally, she helps facilitate OneTrust's MarketingConnect workshops across the Americas. Prior to OneTrust PreferenceChoice, she developed a payment processing platform for hospitals and drove mobile device management retail implementations for many of the world's Fortune 500 companies. Hanson is a Certified Information Privacy Professional (CIPP/E and CIPM) and holds a B.S. in Computer Science from the Georgia Institute of Technology.
CloseTrack
Keynote
Want to be CEO? Marketing hasn't traditionally been the path, but changes may be afoot.
After stints as CMO at HubSpot and Cybereason, Mike landed the top job at Lola.com. In the last year, he's been experiencing the journey from marketing leader to CEO. In this entertaining keynote, he'll discuss the transition from CMO to CEO and how the CMO role is a new and fertile breeding ground for CEOs. You'll get a first hand account of the strengths and weaknesses that a marketer brings to the CEO role, insight on how a CMO should prepare to be CEO, and how being CEO changes the way you think about marketing.
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