Welcome to MarTech! Click the Watch buttons below to start discovering cutting-edge solutions and actionable tactics to drive business success. All keynotes and sessions are available until August 31, 2022.
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Keynote
The customer journey of a lifetime
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Kate Muhl, Vice President Analyst, Gartner
Trinh Tham, CMO, EVP Marketing & E-Commerce, Harry Rosen
Scott Vaughan, Chief Advisor, Vaughan GTM Advisory
Kim Davis, Editorial Director, MarTech, Third Door Media
Vice President Analyst, Gartner
Kate Muhl is a Gartner analyst specializing in cultural and consumer insights. Kate has been researching and advising on the consumer and U.S. culture for more than a decade.
CMO, EVP Marketing & E-Commerce, Harry Rosen
Trinh Tham is the Chief Marketing Officer for Harry Rosen, Canada’s most iconic luxury menswear retailer, where she oversees marketing and e-Commerce for a portfolio of banners including Harry Rosen, Ermenegildo Zegna, and The Outlet by Harry Rosen. She is responsible for reinventing how Harry Rosen connects with clients and drives business growth through its brand strategies, integrated marketing, product marketing, insights & analytics, loyalty program, digital innovation, PR, store marketing, and e-Commerce experience.
Prior to joining Harry Rosen, she held various roles at Sobeys Inc. including Interim Senior Vice President of Marketing, where she led large-scale business & digital transformation and the development of brand, loyalty, promo, and partnership strategies for all banner and private label brands. As VP of Integrated Marketing at Tim Hortons, she led the brand through Canada 150 and numerous product innovations including the latte category. As Head of Marketing for Entertainment Brands at Bell Media, she launched CraveTV, digital products, and popular TV series and sporting events. She served in senior marketing and merchandising roles at Loblaw Companies Limited where she launched PC Black Label, repositioned PC brands, led multi-cultural marketing, and managed a $2B P&L for Grocery & General Merchandise.
Chief Advisor, Vaughan GTM Advisory
Scott Vaughan is a B2B CMO and go-to-market leader. After several CMO and business leadership roles, Scott is now an active advisor and consultant working with CMO, CXOs, founders, and investors on business, marketing, product, and GTM strategies. He thrives in the B2B SaaS, tech, marketing, and revenue world.
His passion is fueled by working in-market to create new levels of business and customer value for B2B organizations. His approach is influenced and driven by his diverse experience as a marketing leader, revenue driver, executive, market evangelist, speaker, and writer on all things marketing, technology, and business. He is drawn to disruptive solutions and to dynamic companies that need to transform.
Editorial Director, MarTech, Third Door Media
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN.
Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist.
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Whether we’re talking about everyday consumers or B2B buying teams, the customer has changed radically over the last two years. Even as marketers, we know the traditional strategies of bombarding users with ads and impersonal emails are just... tired. What’s more, digital commerce means it’s easy to switch brands if the loyalty isn't there. After all, customers vote with their clicks. Similarly, B2B buyers aren’t looking to be chased by sales reps.
Today’s marketers need to orchestrate transformational experiences rather than transactional journeys. They need to seek meaningful relationships with true value exchanges. They need to build authentic engagement for a lifetime, not just for a sale.
Join MarTech Editorial Director Kim Davis for an eye-opening kickoff keynote, featuring special guest speakers Kate Muhl, Gartner VP, analyst and consumer insights expert, Trinh Tham, transformative CMO at Canadian menswear retailer Harry Rosen, and Scott Vaughan, GTM and marketing advisor and B2B specialist.
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Vice President Analyst, Gartner @KateMuhl
CMO, EVP Marketing & E-Commerce, Harry Rosen @trinh_tham
Chief Advisor, Vaughan GTM Advisory @ScottAVaughan
Editorial Director, MarTech, Third Door Media @KimDavis_
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Concurrent sessions
Activating customer data: How Trifecta uses real-time insights across multiple channels
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Tom Treanor, Chief Marketing Officer, Treasure Data
Kyle Pate, Program Management Lead, Trifecta
Nery Solano, Senior Director of Marketing, Trifecta
Chief Marketing Officer, Treasure Data
Tom Treanor is the CMO of Enterprise CDP leader Treasure Data. He focuses on marketing, martech, CDPs and digital marketing. He has an MBA from the Wharton School of Business and 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.
Program Management Lead, Trifecta
Kyle Pate ensures Trifecta reaches its objectives by supporting cross-functional initiatives and acquisition strategies. As lead of the Trifecta marketing tech stack, he measures key results, monitors the advancement of objectives, and disseminates this information across teams. Kyle helped scale media spend at Trifecta by 5x and continues to support the growth team.
Senior Director of Marketing, Trifecta
Nery Solano is a digital storyteller with over nine years of experience crafting advertising strategy, SEO efforts, marketing automation, and data-driven paid media campaigns. He develops sales strategies and manages a team devoted to driving sales throughout the buyer journey.
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Loyalty is more important than ever as brands struggle to provide a consistent experience across the customer journey. For Trifecta, a subscription meal service, real-time data insights were necessary to deliver a tailored customer experience encompassing health-conscious meal plans and workout recommendations. Its smart customer data platform (CDP) unifies data across 14 systems, analyzes customer journeys, and leverages multitouch attribution models.
Join Trifecta leaders Kyle Pate and Nery Solano, and Tom Treanor, CMO at Treasure Data, to learn more about this approach.
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Chief Marketing Officer, Treasure Data @RtMixMktg
Program Management Lead, Trifecta @kylekpate
Senior Director of Marketing, Trifecta @TrifectaSystem
Sponsored by: Treasure Data
Treasure Data is a best-of-breed enterprise customer data platform (CDP) that powers the entire business to shape customer-centricity in the age of the digital customer. We do this by connecting all data into one smart customer data platform, uniting teams and systems to power purposeful engagements that drive value and protect privacy for every customer, every time. Trusted by leading companies around the world, Treasure Data customers span the Fortune 500 and Global 2000 enterprises. To learn more, visit www.treasuredata.com.
The never-ending customer experience
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Adam Greco, Product Evangelist, Amplitude
Product Evangelist, Amplitude
Adam Greco is one of the leaders of the digital marketing analytics industry. As one of the earliest customers and employees at Omniture, he has helped thousands of organizations improve their digital properties through the use of data. Adam has blogged extensively about digital marketing analytics and authored the preeminent book on Adobe Analytics. Adam has served as a board member to several digital analytics organizations and has won several awards from the Digital Analytics Association. Adam is currently a product evangelist for Amplitude where he helps leading organizations strategize around using data for digital marketing.
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Traditionally, digital marketers have been responsible for generating demand for products and services but their responsibility ended once the prospect completed a form or began using the product or service. In today’s competitive (and increasingly digital) landscape, however, demand generation isn’t enough. The experience customers have while using products and services is as important to marketing as emails and landing pages.
Join Adam Greco, Evangelist at Amplitude, to explore why leading brands now need to bring marketing and product experience teams together to consider and optimize the true customer journey experience -- and how you can, too.
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Product Evangelist, Amplitude @adamgreco
Sponsored by: Amplitude
Amplitude is the Digital Optimization System. Powered by the proprietary Amplitude Behavioral Graph, the Digital Optimization System enables organizations to see and predict which combination of features and actions translate to business outcomes - from loyalty to lifetime value - and intelligently adapt each experience in real-time based on these insights. Amplitude is the brain behind more than 45,000 digital products at over 1,000 enterprise customers and 23 of the Fortune 100, helping them innovate faster and smarter by answering the strategic question ‘how do our digital products drive our business?’
Redefining brand equity and trust: Blazing a trail forward in 2022
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Lisa Campbell, CMO, OneTrust
CMO, OneTrust
Lisa Campbell is Chief Marketing Officer at OneTrust, the category-defining enterprise software to operationalize trust, where she is responsible for business, industry and marketing strategy for the company. Lisa has 25 years of software industry leadership experience with extensive knowledge in business and industry strategy in cloud software, digital go-to-market strategy, building brands, and business development. At both Fortune 500 companies and startups, Lisa has successfully partnered with leadership teams to transform brands, launch new products, and business models in the marketplace. She also serves as an independent board director at Dropbox and is a member of the Audit committee and nomgov committee.
Prior to OneTrust, Lisa spent 18 years at Autodesk, where she most recently served as Chief Marketing Officer and Executive Vice President, Business Strategy & Marketing, leading marketing efforts and focusing on the company’s business strategy and marketing for all industries. Lisa also was Chairman of the Board for the Autodesk Foundation from 2017-2021.
Prior to joining Autodesk in 2003, Lisa served as the vice president of marketing and product management for Evolve (now Oracle) where she was responsible for all marketing functions for the Service Delivery products, including brand, market strategy, marketing communications, product marketing and product management. Lisa began her career as an IT professional and product marketing manager at Digital Equipment Corporation, which was acquired by HP. Lisa holds a B.A. in mathematics and computer science from Boston College and an M.B.A. from Babson College.
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Privacy is the next frontier for brand differentiation, led by a trust-centric approach to customer experience. Marketers, privacy, and tech teams face a wave of challenges in 2022 as new and evolving legislations are driving the rapid deprecation of third-party cookies, all while consumers are demanding personalization and transparency from brands. OneTrust is focused on helping businesses meet consumer expectations with our platform of trust.
Join Lisa Campbell, Chief Marketing Officer at OneTrust, to learn how incorporating strategic consent and preference management into your business strategy can help your teams succeed.
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CMO, OneTrust @LHartCamp
Sponsored by: OneTrust
As society redefines risk and opportunity, OneTrust empowers tomorrow’s leaders to succeed through trust and impact with the Trust Intelligence Platform. The market-defining Trust Intelligence Platform from OneTrust connects privacy, GRC, ethics, and ESG teams, data, and processes, so all companies can collaborate seamlessly and put trust at the center of their operations and culture by unlocking their value and potential to thrive by doing what’s good for people and the planet.
Bringing the human back into marketing automation and the customer journey
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Ali Schwanke, Founder / Marketing Strategist, Simple Strat
Founder / Marketing Strategist, Simple Strat
Ali Schwanke is the founder of Simple Strat, a platinum HubSpot Solutions partner and cohost of the popular YouTube series "HubSpot Hacks". She's a go-to expert in B2B marketing strategy and content, and a well-known HubSpot advocate in many digital communities including MOPros, Vistage, and more. She's passionate about helping companies make the most of their marketing and sales technology without sacrificing the human aspect that's so critical to the B2B buying experience.
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From the first time marketers deployed a marketing automation workflow, a whole new world opened up for us. It's thrilling to be able to use technology to personalize and streamline marketing like never before, with the goal of better serving customers. But this rally cry quickly dissolves into conversations about lead numbers or predictive behaviors. It's easy to forget we’re communicating with real, live humans... modern buyers who are savvy and sick of “fake” personalization and marketing fluff.
Join Ali Schwanke, CEO and founder of Simple Strat, for a look at how the very automations you're putting in place to grow your company could backfire. The key to avoiding this? Constantly adjusting your approach and bringing a human element to marketing automation.
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Founder / Marketing Strategist, Simple Strat @alischwanke
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Concurrent sessions
Elevating customer experience: Next-level personalization with Belk
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Colby Ireland, Lead Marketing Analyst, Belk
Veda Kumarjiguda, Sr. Product Marketing Manager, Salesforce
Lead Marketing Analyst, Belk
Colby Ireland is a Lead Digital Marketing Analyst from Charlotte, North Carolina. Colby started her career in retail marketing 5 years ago and is currently leading the email marketing program for Belk Department Stores.
Sr. Product Marketing Manager, Salesforce
Veda Kumarjiguda is the Sr. Product Marketing Manager at Salesforce. Veda helps your marketing, sales, commerce, service and IT teams work as one from anywhere — so you can keep your customers happy everywhere.
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Even as marketers enter a new era of customer engagement, some tried-and-true undertakings are just as important as ever. Innovating for rapidly changing customer needs and interacting with them in real-time remain at the same time marketers' most pressing priorities and challenges.
Join Veda Kumarjiguda, Product Marketing Manager at Salesforce, and Colby Ireland, Lead Marketing Analyst at Belk, as they discuss the importance of segmentation and personalization -- and how it elevates the customer experience even before the send.
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Lead Marketing Analyst, Belk @belk
Sr. Product Marketing Manager, Salesforce @salesforce
Sponsored by: Salesforce
Salesforce is the world’s #1 customer relationship management (CRM) platform. We help your marketing, sales, commerce, service and IT teams work as one from anywhere — so you can keep your customers happy everywhere.
We bring companies and customers together.
Salesforce unites your marketing, sales, commerce, service, and IT teams from anywhere with Customer 360 — one integrated CRM platform that powers our entire suite of connected apps. With Customer 360, you can focus your employees on what’s important right now: stabilizing your business, reopening, and getting back to delivering exceptional customer experiences.
How AI-driven automated experimentation is replacing A/B testing
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George Khachatryan, CEO, OfferFit
Jim Lecinski, Clinical Associate Professor of Marketing, Northwestern University
CEO, OfferFit
George Khachatryan is Co-Founder and CEO of OfferFit. Before founding OfferFit, George was an Associate Partner with McKinsey & Company, where he led transformations of some of the world’s largest companies. Previously, George co-founded a technology company, whose products are used today by over 1,000,000 users. He holds a math PhD from Cornell.
Clinical Associate Professor of Marketing, Northwestern University
Jim Lecinski is a marketing educator and advisor and co-author of The AI Marketing Canvas. His focus is Marketing Strategy and Digital Transformation. He has over 30 years of experience driving successful business results for major brands by developing and implementing integrated, omni-channel and digital marketing programs. He was VP of Customer Solutions for the Americas at Google and is now a clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management.
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Personalization not only keeps your customers engaged and happy, but it also drives campaign performance and uplift. How are you personalizing today? Odds are, you’re A/B testing.
Marketers search for the optimal message, creative, and incentive through manual testing – but the number of variants you can test is limited, results don’t hold over time, and it just doesn’t scale. New marketing technology, specifically self-learning AI, is making A/B testing obsolete.
Join George Khachatryan, CEO at OfferFit, and Jim Lecinski, Clinical Associate Professor of Marketing at Northwestern and co-author of The AI Marketing Canvas, to learn how you can replace A/B testing with self-learning AI to automate and accelerate your process of experimentation and achieve 1:1 personalization at scale.
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CEO, OfferFit @OfferFit
Clinical Associate Professor of Marketing, Northwestern University @JimLecinski
Sponsored by: OfferFit
Learn more at https://www.offerfit.ai/ or email us at hello@offerfit.ai!
Leveraging technology to improve customer experiences
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Brian Rowley, Vice President of Marketing, Panasonic System Solutions Company of North America
Vice President of Marketing, Panasonic System Solutions Company of North America
Brian Rowley is an accomplished marketing professional, leading the transformation of Panasonic’s iconic brand from a consumer products company to a B2B solutions-based organization. As vice president of marketing at Panasonic System Solutions Company of North America, Brian creates programs that support the digital transformation of the 100-year old brand and highlights the value Panasonic’s offerings bring to various vertical markets. Brian is highly attuned to understanding and solving for customer pain points and tailoring messages and programs to engage a wide swath of customer segments, including the newest BETA buyers. He also knows that for businesses to be successful, they need to be relevant, agile, and fearless – and deliver on the human experience to create more meaningful connections, a sense of community, and foster loyalty.
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The appetite for digital experiences has never been stronger... but with it comes a thirst for rewarding, memorable customer experiences. Now, more than ever, companies that want to succeed must focus on how they approach and engage with customers across channels.
Join Brian S. Rowley, Vice President of Marketing at Panasonic, to learn how to use digital technology to improve the experience customers have with your company and your content. You'll also explore various marketing channels to build a customer-centric culture that addresses their needs and pain points.
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Vice President of Marketing, Panasonic System Solutions Company of North America @BrianSRowley
How to connect customer data to drive personalized experiences that create customers for life
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Karen Naves, SVP of Global Demand Generation, Tealium
SVP of Global Demand Generation, Tealium
Karen Naves is the SVP of Global Demand Generation at Tealium. She is a seasoned marketing executive with extensive experience developing and executing strategic, global integrated marketing programs for increased demand generation. Prior to Tealium, she held leadership roles at BlueJeans, Pentaho, CA and Sungard (FIS).
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Attracting interest in a tool or product may be the easy and fun part of building a business -- but converting inquiries to purchasers is when it gets hard. So many brands today continue to struggle with acquiring, converting, retaining, and creating loyal customers for life. Yet leading companies across the globe seem to be accomplishing all of that and then some. Want to know how?
Join Karen Naves, SVP of Global Demand Generation at Tealium, in this lively discussion about connecting customer data to drive personalized experiences and create customers for life.
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SVP of Global Demand Generation, Tealium @NavesK
Sponsored by: Tealium
Tealium connects customer data– spanning web, mobile, offline, and IoT devices– so brands can connect with their customers. Tealium empowers companies to create a unified, real-time customer data infrastructure. The Tealium Customer Data Hub makes customer data more valuable, actionable, and secure. For more information, visit www.tealium.com.
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Concurrent sessions
The journey to customer-centricity: Transforming a centuries-old company
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Jackie Rousseau-Anderson, Chief Customer Officer, BlueConic
Nicholas Visconti, Vice President of Marketing, Conn’s HomePlus
Chief Customer Officer, BlueConic
Jackie Rousseau-Anderson has spent her career at the intersection of data and customer success. At BlueConic, she leads the Customer organization, helping ensure BlueConic is making its customers successful every day. Before joining, Jackie was a partner at ScaleHouse, helping data and analytics companies scale their commercial and product strategies.
Prior, she served as Chief Client Officer at Simmons Research, helping transition Simmons from an Experian sub-brand to a stand-alone, private-equity-owned company. She also held various roles at Forrester Research and J.D. Power & Associates, innovating with clients on ways to bring data into their organizations. As a frequent speaker and lecturer, Jackie’s expertise has been cited in The New York Times, The Wall Street Journal, and more.
In addition to her current role, Jackie also serves as an advisor for Boston chapter of Women in Research, advises the American Cancer Society’s Young Executive Committee, and is a Board Member of the National Association of Women Sales Professionals.
Vice President of Marketing, Conn’s HomePlus
Nick Visconti has spent his entire career in retail focused on growth. At Conn's HomePlus, he currently leads brand, creative and customer campaign teams to bring a customer-first vision to life. Before joining, Nick served in a variety of marketing and ecommerce leadership roles at The Tile Shop and, prior to that, began his career at Target in various merchandising roles. Nick is a proud Michigan State alumnus and current Brewdent at Morning Brew Accelerator (MB/A).
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Conn’s HomePlus traces its roots back to humble beginnings as a small plumbing and heating company in Beaumont, Texas. Now a $1.5B+, 4,000 employee retailer and lender with a footprint spanning the southern U.S., Conn’s HomePlus’s success is driven by its strong belief that everyone deserves a home they love.
Join Nicholas Visconti, Vice President of Marketing at Conn’s HomePlus, as he shares how Conn’s HomePlus is bringing the voice of the customer to life and putting it into action. He’ll articulate the team’s vision for how unified, first-party data is an essential tool for engaging customers in ways that demonstrate their organization is thinking about a customer’s state of mind, at any given point in their journey. He’ll also discuss how his team strategically approached the foundational preparation needed to pursue onboarding a customer data platform (CDP).
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Chief Customer Officer, BlueConic @jaranderson
Vice President of Marketing, Conn’s HomePlus @nickvisconti
Sponsored by: BlueConic
BlueConic, the leading pure-play customer data platform, liberates companies’ first-party data from disparate systems and makes it accessible wherever and whenever it is required to transform customer relationships and drive business growth. Over 300 companies use BlueConic to unify data into persistent, individual-profiles, and then activate it across customer touchpoints and systems in support of a wide range of growth-focused initiatives, including customer lifecycle orchestration, modeling and analytics, digital products and experiences, audience-based monetization, and more.
Making ABM real: Moving from theory to results
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Gil Canare, Vice President - Global Digital Marketing, Genpact
Vice President - Global Digital Marketing, Genpact
Gil Canare is a senior marketing leader with 15 years of global experience driving revenue through digital marketing, demand generation, marketing automation, and campaign management with skills in marketing operations, process development, technology management, and team management.
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Account-based marketing is a critical tool to drive growth for B2B companies. How it should be implemented will vary across companies depending on their specific needs. Success in ABM requires defining the version of ABM that best fits your customers and products.
Join Gil Canare, Vice President of Global Digital Marketing at Genpact, to take a look at how you can analyze your ABM needs and build a cohesive plan to meet them.
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Vice President - Global Digital Marketing, Genpact @gcanare
Optimizing digital experiences with marketing and commerce insights
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Loretta Shen, Sr Director, Product Marketing, Marketing Cloud Intelligence, Salesforce
Ed Poppe, VP CRM, Loyalty and Performance Marketing, Build-A-Bear
Bryce Ahrens, Sr Analyst - CRM, Loyalty & Performance Marketing, Build-A-Bear
Sr Director, Product Marketing, Marketing Cloud Intelligence, Salesforce
Loretta Shen is on the Marketing Cloud Product Marketing team at Salesforce, leading the go-to-market for Datorama and Marketing Analytics solutions. She works closely with clients and internal teams to define, position, and bring to market solutions that leverage centralized marketing data intelligence and analytics.
VP CRM, Loyalty and Performance Marketing, Build-A-Bear
Ed Poppe is the Vice President of CRM, Loyalty, and Performance Marketing, of Build-A-Bear, a retailer that sells personalized teddy bears at over 500 workshops.
Sr Analyst - CRM, Loyalty & Performance Marketing, Build-A-Bear
Bryce Ahrens is the Senior Analyst - CRM & Strategic Initiatives, of Build-A-Bear, a retailer that sells personalized teddy bears at over 500 workshops.
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Sr Director, Product Marketing, Marketing Cloud Intelligence, Salesforce @Datorama
VP CRM, Loyalty and Performance Marketing, Build-A-Bear @buildabear
Sr Analyst - CRM, Loyalty & Performance Marketing, Build-A-Bear @buildabear
Sponsored by: Salesforce
Salesforce is the world’s #1 customer relationship management (CRM) platform. We help your marketing, sales, commerce, service and IT teams work as one from anywhere — so you can keep your customers happy everywhere.
We bring companies and customers together.
Salesforce unites your marketing, sales, commerce, service, and IT teams from anywhere with Customer 360 — one integrated CRM platform that powers our entire suite of connected apps. With Customer 360, you can focus your employees on what’s important right now: stabilizing your business, reopening, and getting back to delivering exceptional customer experiences.
How event technology completes the marketing technology stack
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Vanessa Lovatt, Chief Evangelist, Glisser
Chief Evangelist, Glisser
Vanessa Lovatt runs both the Customer Success and also the Marketing function at Glisser, which constantly calls for her to draw upon her prior experience of executing virtual and hybrid events, and translate this into useful insights for the event sector, the vast majority of which has been thrown into the deep end of the event tech world.
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Join Vanessa Lovatt, Chief Evangelist, at Glisser for essential intel as to how event tech, particularly platforms, can enhance your organization's overall marketing tech stack.
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Chief Evangelist, Glisser @Vanessa_Lovatt
Sponsored by: Glisser
Glisser is an award-winning platform for virtual and hybrid meetings and events. We enable companies to power engaging event experiences by offering both a ready-to-go event platform and a completely customizable solution (Glisser Elements) that lets you take control of the look and feel of your virtual events.
Clients use Glisser for company-wide communications with tens of thousands of attendees, internal team meetings, training sessions, awards ceremonies, investment pitches, product launches, and on-demand events.
The platform works with both our own live streaming and major live streaming providers, and integrates with popular event apps, major registration providers, CRMs and translation tools.
With Glisser Elements you get our award-winning platform distilled down to its purest form. Our virtual and hybrid event Software Development Kits (SDKs) allow you to create unique virtual environments using Glisser's highly-developed components, inside your own websites.
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Concurrent sessions
Why WebOps wins for web teams
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Steve Persch, Director of Technical Marketing, Pantheon
Director of Technical Marketing, Pantheon
Steve Persch is a developer with 16 years of experience building WordPress and Drupal sites. While interning at a theatre company in college, Steve overheard the artistic director say they needed a blog and an online magazine. Steve volunteered to build the sites and WordPress 2.0.4 got the job done. His path was changed and he's been making websites ever since.
As a freelance and agency developer, Steve built sites for a range of clients including The Joffrey Ballet, Foreign Affairs, Marketplace, Public Radio International, and many higher education institutions. You can find patches from Steve all over Drupal core and contributed modules.
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The trends in the last decade of marketing technology have pushed apart the different members of web teams. Increasingly specialized tools and services cater to increasingly specialized and siloed professionals. Yet still, the success of any given website depends on how well all the members of a web team (designers, developers, content editors, strategists, and more) can effectively combine their work in pursuit of a common goal.
The skills and practices needed to optimize website operations (WebOps) will only increase in their importance over the next decade as every organization takes on more pressure to deliver results faster and pivot as conditions change.
Join Steve Persch, Director Technical Marketing, at Pantheon, as he covers the choices and strategies a web team can pursue to set themselves up for long-term success including the role of content management systems, automation, and governance.
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Director of Technical Marketing, Pantheon @stevector
Sponsored by: Pantheon
Pantheon is the WebOps platform where marketers and developers drive results. Every day, thousands of teams create, iterate, and scale WordPress and Drupal sites, reaching billions globally. Organizations including Lyft, Clorox, and the United Nations accelerate development and publish in real-time using Pantheon’s collaborative workflows. Learn more at Pantheon.io.
Increasing revenue and engagement with strategic segmentation
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Steven Kopelic, Global Sales and Services Leader, HCL Unica
Global Sales and Services Leader, HCL Unica
Steven Kopelic is a Business Development Executive with a proven track record in the Banking industry, working with senior-level customers around the world to provide them with DevOps solutions that optimize their speed to market in a competitive, digital world. Focused on providing leading edge technologies and innovative business practices to reduce cycle times, incorporate customer feedback and promote rapid innovation. A Financial Services industry veteran, with over 30 years of experience serving customers in the Banking Industry worldwide, at the executive level.
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Connecting and engaging with customers in a multichannel world is becoming more challenging every day. The ability to identify segmentation attributes in a strategic manner is a critical step towards increasing both advocacy and engagement with your brand.
Join Steve Kopelic, VP of Global Sales at HCL Unica, to learn how to maximize the impact of messaging to your prospects and customers through accurate segmentation and targeting of content tailored to your customers’ interests. You'll see data-rich, real-world examples -- including a 40% average increase in products sold through segmentation and a 50% increase in program acceptance rate -- that will help you improve engagement, acceptance, and revenue using strategic segmentation.
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Global Sales and Services Leader, HCL Unica @HCLSoftware
Sponsored by: HCL Unica
The HCL Software Unica Suite is an enterprise class, fully integrated cloud native marketing platform that delivers precision marketing at scale.
Unica’s unique goal based marketing paradigm empowers marketing strategists to align their strategy and effectively achieve their marketing goals such as revenue targets, increased wallet share, customer loyalty and much more.
With nine key modules and in-built optimization, the platform provides marketing practitioners end to end marketing capabilities to engage and deliver highly personalized customer experience across a wide variety of outbound, inbound, social and AdTech channels – direct mail, email, SMS, Push, WhatsApp, website, call center, IVR mobile, ATM, Kiosk, POS, LinkedIn, Google AdManager and Facebook. It simplifies the execution of complex marketing programs with a business-friendly UI/UX and seamlessly integrates with home grown and third-party martech applications.
Unica can be deployed through Docker framework or natively, on premise or on any cloud of your choice. This leading marketing automation solution is highly scalable, robust and secure, while providing a single marketing system of record to implement omni-channel marketing strategies.
Using A/B and user testing to shape customer journeys
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Steve Petersen, Marketing Technology Manager, Zuora
Parker Sorensen, Senior Manager Conversion Optimization, National University
Brian Rowley, Head of Marketing Operations, O.C. Tanner
Marketing Technology Manager, Zuora
Steve Petersen is a marketing technology manager at Zuora. He spent nearly 8.5 years at Western Governors University holding many martech related roles with the last being marketing technology manager. Prior to WGU, he worked as a strategist at the Washington, DC digital shop The Brick Factory where he worked closely with trade associations, non-profits, major brands, and advocacy campaigns. Petersen holds a Master of Information Management from the University of Maryland and a Bachelor of Arts in International Relations from Brigham Young University. He's also a Certified ScrumMaster. Petersen lives in the Salt Lake City, UT area. Petersen represents his own views, not those of his current or former employers
Senior Manager Conversion Optimization, National University
Parker Sorensen has run hundreds of tests from concept and ideation through to analysis and iteration. His testing has reached across the customer journey - from ads and landing pages to return conversions. Parker has spent the last several years not only testing, but also building out testing programs that are optimized to create the most impactful wins and paint the picture of customers' needs at various touch points.
Head of Marketing Operations, O.C. Tanner
Brian Rowley is a motivated marketing operations director and proven leader with the ability to manage major initiatives and implement complex strategies to improve the consumer experience. People and relationship-driven with the ability to drive results through collaboration, planning, and execution to exceed expectations.
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Customer Journey Orchestration (CJO) requires looking at a customer's path through the awareness, consideration, and conversion process. It typically includes many touchpoints (analog and digital) ranging from advertisements, website visits, product/company research in third-party venues, and employee interactions. A/B and user testing are two great methods for assessing and improving the journey.
Join Steve Peterson, Marketing Technology Manager at Zuora, Parker Sorensen, Senior Manager of Conversion Optimization at National University, and Brian Nash Rowley, Head of Marketing Operations at O.C. Tanner for a look at how you can leverage these methods in your own journey orchestrations.
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Marketing Technology Manager, Zuora @Zuora
Senior Manager Conversion Optimization, National University @sorensen_parker
Head of Marketing Operations, O.C. Tanner @bnashrowley
Stop admiring your data, and use it
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Christian Monberg, CTO & Head of Product, Zeta Global
CTO & Head of Product, Zeta Global
Christian Monberg is the CTO and head of product at Zeta Global. He's responsible for co-authoring Zeta's corporate vision, owning the product vision, M&A, and ensuring that Zeta's technical strategy meets our business goals.
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The power of modern marketing at scale is undeniable. But any modern business leader knows that in practice, it’s messy and complicated. No matter how much data you have, its real value is determined by how usable you can make it.
Join Christian Monberg, Chief Technology Officer at Zeta Global, as he explores how digital transformation with the right platform, accessible data, and high-fidelity AI can increase your business agility so you can respond to new opportunities and risks faster, take advantage of market signals, and ultimately, discover new customers.
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CTO & Head of Product, Zeta Global @chrismonberg
Sponsored by: Zeta Global
Zeta Global (NYSE: ZETA) is a leading data-driven, cloud-based marketing technology company that empowers enterprises to acquire, grow and retain customers more effectively and efficiently. The Company’s Zeta Marketing Platform (the “ZMP”) is the largest omnichannel marketing platform with identity data at its core. The ZMP analyzes billions of structured and unstructured data points to predict consumer intent by leveraging sophisticated artificial intelligence to personalize experiences at scale. Founded in 2007 by David A. Steinberg and John Sculley, the Company is headquartered in New York City. For more information, please go to www.zetaglobal.com.
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Concurrent sessions
Why data is critical to your personalization strategy
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Xenia Lane, SVP Personalization & Client Experience Platform, Truist
Ryan Fleisch, Director, Product Marketing, Real-Time CDP and Audience Manager, Adobe
SVP Personalization & Client Experience Platform, Truist
Xenia Lane is a Senior Vice President in Truist’s Enterprise Engagement and Intelligent Automation organization. In her role, she is responsible for Truist’s enterprise personalization strategy, enabling the Adobe Experience Platform to accelerate performance marketing and an integrated client engagement experience.
Director, Product Marketing, Real-Time CDP and Audience Manager, Adobe
Ryan Fleisch serves as Director of Product Marketing for Adobe Real-Time CDP and Audience Manager. His current role coupled with his previous leadership roles in Solution Consulting have allowed him to understand the technical nuances of marketing and advertising technology as well as the big-picture trends that are transforming the industry at large. Prior to Adobe, Ryan worked at J. Crew and iProspect allowing him to gain a strong understanding of challenges and needs from both a client and agency perspective.
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Personalized experiences are integral to the future of marketing. While we know data is the key, building the right data strategy, laying the foundation, and knowing how to utilize insights to deepen your understanding of clients is increasingly challenging.
Join this fireside chat session for a personal conversation between Truist and Adobe that will help improve your customer journeys, marketing campaigns and provide an understanding of what’s working, and what you may be missing.
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SVP Personalization & Client Experience Platform, Truist @TruistNews
Director, Product Marketing, Real-Time CDP and Audience Manager, Adobe @ryanfleisch
Sponsored by: Adobe
Adobe gives everyone - from emerging artists to global brands - everything they need to design and deliver exceptional digital experiences. We empower people to create beautiful and powerful images, videos, and apps, and transform how companies interact with customers across every screen.
Adobe Creative Cloud, Document Cloud, and Experience Cloud bring together our design expertise with customer intelligence to deliver experiences that get results. With a robust platform that's powered by advanced science, a thriving community of partners and developers, and a culture that's passionate about pushing the boundaries of what's possible with our products, Adobe is changing the world through digital experiences.
For more information, visit Adobe.com.
How M&T Bank successfully implemented a CDP
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Tim Mattessich, Customer Success Manager, ActionIQ
Mike Bastedo, Product Owner, Omnichannel Personalization, M&T Bank
Customer Success Manager, ActionIQ
As a Customer Success Manager at AIQ, Tim Mattessich works with best-in-breed enterprise customers to optimize their marketing strategies and leverage AIQ as a mechanism to achieve their goals.
Product Owner, Omnichannel Personalization, M&T Bank
Mike Bastedo is the product owner for an agile team focused on enabling cross-channel user engagement journeys across the enterprise. He advocates for new tools, capabilities, and ways to monetize data and connect user journeys to deliver value to the business quickly.
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Many brands are unlocking new value by investing in a customer data platform (CDP), but the CDP Institute’s latest member survey found that just 23% of consumer marketers -- one core group of CDP users -- have completed their projects on time and on schedule.
Common causes for delays during CDP implementation include not having well-defined use cases and lacking organizational alignment. But don’t fear... obstacles throughout CDP selection, implementation, and adoption are well documented and easy to mitigate with a few key steps.
Join Michael Bastedo, Product Owner of Omnichannel Personalization at M&T Bank, and Tim Mattessich, Customer Success Manager at ActionIQ, as they discuss key learnings from M&T Bank’s own CDP implementation as well as industry best practices.
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Customer Success Manager, ActionIQ @actioniqinc
Product Owner, Omnichannel Personalization, M&T Bank @MandT_Bank
Sponsored by: ActionIQ
AIQ brings order to CX chaos. Our Customer Experience Hub empowers everyone to be a CX champion by giving business teams the freedom to explore and action on customer data while helping technical teams regain control of where data lives and how it’s used. Enterprise brands such as Autodesk, M&T Bank, The New York Times, Neiman Marcus, Hertz and many more use our CX Hub to drive growth through extraordinary customer experiences.
Reimagining collaboration: Removing barriers to better output
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Annie Schneider, Senior Product Marketing Manager, Wrike, a Citrix company
Juan Porras, Senior Product Manager, Wrike, a Citrix company
Shannon Riley, Industry Principal - Marketing, Wrike, a Citrix company
Senior Product Marketing Manager, Wrike, a Citrix company
Annie Schneider is a customer-focused product marketing leader specialized in go-to-market strategy. Previously at Google, Roche, Automation Anywhere, and Intuit, Annie has worked on products in Biotech, RPA, Fintech, Data Management, and Collaborative Work Management industries. As a mentor and advisor at several non-profits and startups, Annie is passionate about empowering women. Annie is fluent in Latvian, Russian, and English. In her free time, she loves cooking new recipes for her family and exploring the many snorkeling spots in her home on the island of Oahu.
Senior Product Manager, Wrike, a Citrix company
Juan Porras brings together over 15 years of experience wearing multiple hats, including as a technology founder, entrepreneur in residence, and marketing and advertising-related company founder with several successful exits. Today, Juan spearheads the Wrike for Marketing Product unit, which focuses on offering the industry's best marketing project management solution, helping marketers save time while focusing on proven ROI-driven activities.
Industry Principal - Marketing, Wrike, a Citrix company
Shannon Riley brings 25 years of marketing experience to the conversation and has built and managed highly motivated and effective marketing teams and departments. He has worked with many Fortune 500 companies — including Anheuser-Busch and Hershey’s — to strategize and execute their marketing plans. Shannon is a marketing expert who brings a high level of industry-specific knowledge and understands the unique nuances marketing and agency teams face, which helps him provide business-driven results to Wrike customers.
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There’s no one-size-fits-all approach to bringing teams together. As senior marketers, we must rethink how we facilitate collaboration in the workplace. Many of us face growing pains with scaling, disjointed tech stacks, and unknowns about our new normal. To deliver game-changing campaigns and increase conversions in 2022, we need to reconsider truths we thought we knew — and embrace new rules.
Join Annie Schneider and Juan Porras, Senior Product Marketing Managers at Wrike, and Shannon Riley, Industry Principal - Marketing at Wrike, to learn actionable tactics to reimagine collaboration and the employee experience.
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Senior Product Marketing Manager, Wrike, a Citrix company @wrike
Senior Product Manager, Wrike, a Citrix company @durhampreneur
Industry Principal - Marketing, Wrike, a Citrix company @wrike
Sponsored by: Wrike
Wrike, the world’s most versatile collaborative work management solution, has transformed the way marketing teams work together. Bringing everyone into a single digital workspace makes it easy to monitor progress, identify dependencies, and keep collaboration and projects on track. With Wrike, marketers can increase agility and velocity by automating workflows to achieve aggressive growth goals. Create and launch complex, integrated campaigns at scale across multiple channels and geographies knowing you’re maintaining visual brand consistency and quality. Improve external and internal customer experience no matter how complex your campaigns are or how many marketing channels you’re operating. Wrike accelerates creative production, increases on-time delivery, and makes maintaining brand consistency easier.
From ignored to engaged: Deliver better customer experiences with always-on marketing
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Matthew Camuso, Product Marketing Manager, Pegasystems
Product Marketing Manager, Pegasystems
Matthew Camuso is a Product Marketing Manager for the Decision Sciences division at Pegasystems, developing Pega’s portfolio of marketing technology, decision management, and customer engagement solutions. Before joining Pega, Matthew was a Researcher on Forrester’s B2B Marketing and Sales research team. At Forrester, he analyzed and advised on B2B marketing strategy, tactics, and technology across a multitude of topics. Matthew holds degrees in Business and Government from Skidmore College. In his free time, Matthew loves cooking (especially the eating part), outdoor activities, and rooting for Boston sports teams.
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Staying relevant is harder than ever, but the pressure on marketers keeps growing. Customers are being bombarded with irrelevant and duplicative messages. This demonstrates a lack of customer-centricity and effectively trains customers to tune brands out. When that happens, marketers lose the ability to deliver results, as evidenced by ever-declining campaign response rates. But how did we get here?
Join Matt Camuso, Product Marketing Manager - Decision Sciences at Pegasystems, as he highlights how an "always-on" approach to marketing is helping companies achieve higher response rates and deliver more empathetic customer experiences with truly personalized engagement.
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Product Marketing Manager, Pegasystems @matt_camuso
Sponsored by: Pegasystems
With Pega you engage customers 1:1 across inbound, outbound, owned, and paid channels to maximize Customer Lifetime Value. Our AI analyzes each individual and delivers a relevant Next Best Action in real-time - balancing what’s best for the customer, with what’s best for your business. Our solution’s hyper-personalization capabilities combine predictive analytics, machine learning, complex event processing, performance simulation, and decision management, to help generate a 10-1 ROI.
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Concurrent sessions
How World Vision and Merkle approach CDP evaluations
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Carly French, Director, Technology Strategy, Merkle
Tamalyn Ramsey, Digital Technology Program Director, World Vision
Kevin Howard, Marketing Technology Architect, World Vision
Erik Freund, Senior Technical Program Manager, World Vision
Director, Technology Strategy, Merkle
Carly French supports Merkle’s marketing technology consulting strategy practice, focusing on marketing technology solution strategy and technology enablement. Carly has 6+ years of experience across technical marketing operations and integrations, performance marketing strategy, data management, and digital marketing. Carly has developed marketing technology roadmaps, authored technology RFPs, and provided platform comparisons across multiple Fortune 500 organizations. Recently, Carly has been focused on the Customer Data Platform (CDP) industry, supporting clients through strategic planning, use case and requirement development, and CDP selection.
Digital Technology Program Director, World Vision
Tamalyn Ramsey leads World Vision's marketing technology solutions area focusing on marketing technology solution strategy and technology enablement. Tamalyn has 15+ years of experience leading technology programs, teams, and technical marketing operations with success implementing CRM, Marketing Orchestration and Data Warehouse implementations. Recently, Tamalyn co-led the selection of a Customer Data Platform (CDP) and will soon lead a Digital Transformation Initiative for World Vision.
Marketing Technology Architect, World Vision
Kevin Howard is a solutions architect at World Vision focusing on marketing technology. With 20+ years in IT developing software and architecting enterprise solutions, he has a passion for building/architecting software systems that solve today's complex business problems and brings simplicity to the end-user. In the CDP selection process, Kevin focused on the orchestration features and the connections to other marketing delivery systems.
Senior Technical Program Manager, World Vision
Erik Freund sits at the crossroads of World Vision's technology teams, bringing business dreams into enterprise reality. Even with his 15+ years of experience, Erik retains a fresh passion for delivery and bias for action as he helps software development teams and adjacent disciplines ship products and experiences to customers. Erik worked closely with Merkel from the beginning of the CDP exploration, helping guide requirement gathering, formulating use cases, and overseeing technical goals and measuring outcomes.
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The CDP marketplace can be overwhelming and confusing for many buyers. With over 100 platforms labeling themselves as a CDP, organizations are struggling to get started.
Join Carly French, Director, Technology Strategy at Merkle, and Tamalyn Ramsey, Digital Technology Program Director at World Vision, as they discuss components and key considerations when executing a CDP evaluation. You'll learn how to think about creating requirements, establishing use cases, and structuring vendor proof of concepts.
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Director, Technology Strategy, Merkle @Merkle
Digital Technology Program Director, World Vision @WorldVision
Marketing Technology Architect, World Vision @WorldVision
Senior Technical Program Manager, World Vision @WorldVision
Sponsored by: Merkle
Merkle, a dentsu company, is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in consulting, creative, media, analytics, data, identity, CX/commerce, technology, and loyalty & promotions drive improved marketing results and competitive advantage. With more than 14,000 employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.
6 proven steps to getting started with ABM
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Jodi Cerretani, Sr. Director of Demand Generation, RollWorks
Sr. Director of Demand Generation, RollWorks
Jodi Cerretani is a results-focused, ROI-driven demand gen marketing leader with 10 years of experience in high-growth tech companies. Proven ability to work with sales teams to drive efficient growth in leads, pipeline, and revenue.
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The ABM market is saturated with “strategy”, “thought leadership”, and “best practices” but missing concrete methods used to implement and realize value from ABM. This leaves many B2B marketers paralyzed - eager to implement the core tenants of ABM but unsure how to get started.
Join Jodi Cerretani, Sr. Director of Demand Gen at RollWorks, for a refreshing ABM session where we’ll skip the fluff strategy and get right into what steps you can take today to drive results tomorrow.
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Sr. Director of Demand Generation, RollWorks @RollWorks
Sponsored by: RollWorks
RollWorks offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks’ solutions address the needs of organizations large and small—from those with best-in-class ABM programs to those just beginning their exploration. Learn more at rollworks.com
The digital identity crisis: Challenges and opportunities in the identity landscape
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Ken Zachmann, CEO, Integrated AdTech
CEO, Integrated AdTech
A leader in the data-driven AdTech space that spans 20 years across both the US and the EU. Ken Zachmann’s worked on the ground floor of a data start-up that yielded an eight-figure exit and served as VP and SVP for two leading digital data firms and saw them through to acquisition in 2017.
In 2018 Ken launched his first consulting firm focused on Identity-based solutions and helping companies navigate a cookie-less future. Ken’s background in data and identity resolution, paired with the experience living and working in both the US and Germany, has afforded him a unique understanding of the complexities of sourcing and building data, identity, and measurement solutions.
Most recently Ken launched Integrated AdTech, a consulting firm to help clients solve complex data and identity solutions. In this new role, Ken helps companies source data to build identity data and recruit the right engineers to build global privacy-compliant identity-based solutions for digital marketers
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It’s a transformative time for digital advertisers to effectively identify, target, and measure campaign performance. Browsers are already restricting cookies, Apple and Google are building higher walls around their gardens, and state and federal regulations are further limiting marketers’ ability to target consumers. But all is not lost.
Join Ken Zachmann, CEO at Integrated AdTech, to explore the emergent new language around identity and how we as marketers will be targeting consumers, optimizing campaigns, and measuring performance in a post-cookie world.
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CEO, Integrated AdTech
How to bring your ABM strategy to the TV screen
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Ali Haeri, VP of Marketing, MNTN
VP of Marketing, MNTN
Ali Haeri leads all marketing and communications efforts at MNTN. Ali is also an instructor at UCLA Extension, teaching marketing and advertising courses in the Business & Management certification program. Previously, Ali served as principal product designer at Symantec working on the Norton Security line of consumer software. Prior to Symantec, Ali oversaw digital marketing for the Digital Media Services division of Verizon.
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If you’ve seen one ABM strategy, chances are you’ve seen them all. ABM tends to follow the same old playbook, and it’s a space in desperate need of innovation. Thankfully the rise of streaming television has made that possible -- and has given marketers a highly-targetable, fully-measurable ad channel that can generate strong results.
Join Ali Haeri, VP of Marketing at MNTN, as he shares his first-hand insights from MNTN’s own ABM campaigns launched on Connected TV. Discover how CTV can play a significant role in your own ABM playbook, and how to best leverage it to reach those who matter most.
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VP of Marketing, MNTN @weareMNTN
Sponsored by: MNTN
MNTN builds advertising software for brands to drive measurable conversions, revenue, site visits and more through the power of television. MNTN Performance TV is the world’s first and only Connected TV advertising platform optimized for direct-response marketing goals. It redefines what advertisers can do with television, giving them the power to tie performance directly to their TV campaigns.
Television is the most powerful ad medium in the world. We believe that it belongs right alongside paid search and social in advertisers’ direct-response marketing strategies. That’s why we applied our years of experience building performance marketing software to create an ad platform that combines the precision of digital with the impact of television. MNTN Performance TV offers a suite of targeting, measurement, and automated optimization technology designed to deliver the results marketers expect from their performance channels. Our mission isn’t just to ensure your TV campaigns hit your goals, it’s to leave a lasting impact that helps you drive business for years to come.
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Concurrent sessions
Facts not fiction: Beyond the CDP
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George Corugedo, CTO, Redpoint Global
CTO, Redpoint Global
A former math professor and seasoned technology executive, Redpoint Chief Technology Officer and Co-Founder George Corugedo has more than two decades of business and technical experience. George is responsible for directing the development of the Redpoint rgOne, Redpoint’s leading enterprise customer engagement solution.
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Consumers are raising their expectations for how a brand engages with them—recognizing them across every channel, with every interaction relevant to where they are in their customer journey. Marketers grasp that more than just integrating all customer data sources, a customer data platform (CDP) must now help guide comprehensive, multi-channel, multi-touch journeys to meet the needs and expectations of customers amid the growing complexity. To do this, an accurate, real-time customer profile is essential for driving decisions across multiple channels at the cadence of the customer.
Join George Corugedo, CTO at Redpoint Global, as he explores the facts versus the fiction of CDPs.
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CTO, Redpoint Global @RedpointCTO
Sponsored by: Redpoint Global Inc.
Redpoint Global's software solutions empower brands to transform how customer experience is delivered. Redpoint Global's solutions provide a single point of control to connect all customer data, determine next best actions in real-time, and orchestrate interactions across all enterprise touchpoints. Leading companies of all sizes trust Redpoint Global to deliver highly personalized and contextually relevant experiences that optimize customer engagement. For more information, visit www.redpointglobal.com or email contact.us@redpointglobal.com.
Using analytics to optimize your marketing portfolio in a digital world
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Brad Goldschmidt, Senior Manager, Marketing Analytics, CarMax
Shawn Petrou, Director, Digital Acquisition Analytics, CarMax
Senior Manager, Marketing Analytics, CarMax
Brad Goldschmidt is a Senior Manager of Marketing Analytics at CarMax, the nation's largest retailer of used cars. He has over 15 years of experience in analytics and has worked in a variety of industries including manufacturing, financial services, and retail. Currently, Brad leads Search Analytics and Marketing Attribution where he is putting data and insights at the forefront of decision-making.
Director, Digital Acquisition Analytics, CarMax
Shawn Petrou has been leading large scale Digital Analytics teams for Fortune 500 companies for over a decade. He is currently the Director of Digital Acquisition Analytics at CarMax providing strategic direction and analytics solutions to profitably grow sales through Digital Marketing. He has client and agency experience and recently became an Adjunct Professor at VCU's Business School where he teaches Marketing Analytics to Master's level students.
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As consumers become more digital-focused, marketers are tasked with managing more channels than ever before. With the marketing touchpoints increasing, spend investments can become more fragmented making it difficult to understand the true overall impact to sales.
Join Shawn Petrou and Brad Goldschmidt from CarMax, the largest used car retailer in the Nation, in their company’s Omnichannel customer journey and find out how their Analytics team assesses marketing performance to optimize their marketing spend during these COVID-19 uncertain times.
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Connecting individual-level data to drive outstanding results
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Dana Goff, Head of Financial Services Strategy, Acxiom
Gloria Ward, Director Identity Strategy, Acxiom
Head of Financial Services Strategy, Acxiom
Dana Goff leads the Financial Services Strategy Team. During her 24 years at Acxiom, she has consistently and enthusiastically been drawn to the front lines of emerging technology and solutions. Combining that with her expertise in data and identity, Dana has delivered complex solutions to help many of Acxiom’s largest clients overcome business challenges.
Throughout her career, Dana has developed, implemented, and consulted on data-driven solutions across a wide range of industries, and for the last eight years she has focused on financial services. She is a thought leader with a strong reputation within Acxiom, with industry partners, and most notably with clients.
Director Identity Strategy, Acxiom
Gloria Ward is a Principal Identity Consultant with Acxiom with over 20 years of Identity Resolution and Management experience. Her expertise covers every aspect of identity from product design, development and management to leading client implementations. After years of hands on involvement with clients and understanding the problems they are facing she is now focused on providing identity thought leadership that is not only strategic but actionable. She has worked with clients including the world’s largest financial institutions, retailers, telecommunications and entertainment services to successfully integrate identity into their enterprise solutions and solve challenges in data governance, marketing, operations and analytics.
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How do you improve marketing performance and reduce cost per conversion as the ecosystem shifts and the effectiveness of third-party cookies continues to decline?
Join Acxiom's Dana Goff, Head of Financial Services Strategy Practice, and Gloria Ward, Director Identity Strategy, to learn from real-world experiences how you can connect individual-level data across website visitors, conversions, paid media, direct mail, and other channels.
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Sponsored by: Acxiom Corporation
Acxiom provides the data foundation for the world's best marketers. We enable people-based marketing everywhere through a simple, open approach to connecting systems and data that drives seamless customer experiences and higher ROI. A leader in identity and ethical data use for more than 45 years, Acxiom helps thousands of clients and partners around the globe work together to create a world where all marketing is relevant. For more information, visit Acxiom.com.
How to execute a buyer-first digital strategy with precision
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Stephanie Swinyer, Head of Revenue Marketing, Integrate
Matthew Mullin, Sr. Director of Marketing Operations and Technology, Tenable
Head of Revenue Marketing, Integrate
Stephanie Swinyer is the head of revenue marketing at Integrate. She is responsible for creating amazing customer experiences and accelerating pipeline in partnership with Sales. Before joining Integrate, Stephanie led Integrated Marketing and Demand Generation at BetterUp. Her career spans a variety of marketing roles in B2B high tech industries including CRM at Siebel, mobile security at Lookout and Human Capital Management/Finance at Workday. Stephanie holds a bachelor’s degree from Michigan State University.
Sr. Director of Marketing Operations and Technology, Tenable
Matt Mullin is a demand-focused Marketer, dedicated to driving revenue through a modern tech stack, web & conversion rate optimization, and analytics. Matt is responsible for the execution of high-performing digital marketing programs including website, analytics, tracking, and measurement, providing actionable recommendations to maximize ROI.
With roughly 20 years of Marketing experience, and 10+ years in tech marketing, Matt has recently shifted his focus to digital transformation initiatives to create greater alignment with global Sales teams to ensure continuous growth through the use of tools, technologies, and processes that drive efficiencies within the organization. Matt is a sneaker-and-ramen-loving Boston transplant that lives in the Bay Area.
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Let’s face it: The last two years have flipped B2B marketing upside down and around again. And buyers still hold all the cards – as they should. The way they research, evaluate, and make purchase decisions has fundamentally changed. Buyers expect marketers to deliver a qualitatively different experience than ever before. Tried-and-true strategies like ABM and traditional demand gen no longer serve up enough of the right mojo to deliver on pipeline and revenue.
Marketers who want to stand out and succeed in this era need to tap into a kind of x-level efficiency and precision we’ve not seen before. The good news is there is a way to meet your buyers where they are. Welcome to precision demand marketing.
Join Stephanie Swinyer, Head of Revenue Marketing at Integrate, and Matthew Mullin, Sr. Director of Marketing Operations and Technology at Tenable, to discover how you can turn on a precision demand marketing strategy in five key areas.
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Head of Revenue Marketing, Integrate @sswinyer
Sr. Director of Marketing Operations and Technology, Tenable @MatthewSMullin
Sponsored by: Integrate
Integrate is the leader in Precision Demand Marketing, the next chapter of B2B marketingthat takes abuyer-driven, omnichannel, and account-based approachto creating meaningful connectionswith buyers.Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their buyer-driven, Precision Demand Marketing strategies.Over the past decade,Integratehas evolved to serve B2B marketers’ needs, from solving the complex challenges across demand generation channels to powering tailored account-based, buyer-driven omnichannel experiences that convert leads to revenue and prove marketing return on investment. Today, Integrateoffers the Demand Acceleration Platform(DAP), whichprovides marketers with the flexibility and adaptability to quicklyreact to shifting buyer’s needs, invest where needed, and orchestrate connected buying experiences with less budget waste.
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Concurrent sessions
The power of first-party data: How to create digital experiences that turn engagement into data that converts
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Mark Bornstein, VP, Content Marketing, ON24
VP, Content Marketing, ON24
As VP of Content Marketing at ON24, Mark Bornstein is the chief evangelist and marketing strategist for ON24. He brings more than 20 years of content marketing, corporate communications and account management experience at leading companies.
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There is a huge difference between interest and intent. We have never had more sources of data, but most either predict interest or guess at intent, and marketers today need more.
Join Mark Bornstein, VP of Marketing at ON24, as he challenges traditional assumptions about how marketers use data -- and presents a strategy for turning digital engagement into the insights you need to get to know your prospects and more effectively drive pipeline and revenue.
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VP, Content Marketing, ON24 @4markb
Sponsored by: ON24
ON24 is on a mission to transform the way businesses drive revenue and customer engagement through data-rich digital experiences. Powered by the ON24 Platform, marketers create and deliver live, always-on and personalized webinar, content and virtual event experiences to engage audiences in real-time, to generate powerful buying signals and to accelerate pipeline. With billions of engagement minutes created every year, ON24 is the network where enterprises engage prospects and customers at global scale. Headquartered in San Francisco, ON24 has a wide international footprint serving the regions of North America, EMEA and JPAC. For more information, visit https://www.on24.com.
Demystifying the misconceptions of digital experience platforms
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Jeana Garms, Vice President of Marketing, Arc XP
Joe Cicman, Senior Analyst, Forrester
Vice President of Marketing, Arc XP
Jeana Garms is the Vice President of Marketing for Arc XP, a cloud-native digital experience platform where she leads global brand strategy and demand generation. Jeana has nearly 20 years of B2B and B2C marketing experience across multiple industries including retail, healthcare, and manufacturing. She holds a B.A. in Public Relations from Western Michigan University and an M.S. in Integrated Marketing Communications from Loyola University Chicago.
Senior Analyst, Forrester
Joe Cicman helps eBusiness professionals assess, improve, and optimize B2B and B2B2C eCommerce technologies and strategies. As part of the digital transformation team, Joe provides a proven practitioner’s lens for organizations to understand how to deploy the economics of digital commerce that unleash best-in-class outcomes. His research also supports technical teams by covering the tools and software suites for driving online channels, digitally-enabled selling, and new direct-to-consumer (DTC) initiatives.
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Increasingly challenged by traditional content management systems to meet changing consumer behaviors and digital expectations, marketers are exploring the possibilities of digital experience platforms (DXPs). As this interest grows, so does the confusion surrounding what a DXP is, what it is not, and what they enable companies to do.
Join Joe Cicman, Senior Analyst at Forrester, and Jeana Garms, Vice President and Head of Marketing at Arc XP, as they set the record straight on the myths and misconceptions surrounding DXPs.
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Vice President of Marketing, Arc XP @JeanaGarms
Senior Analyst, Forrester @joe_cicman
Sponsored by: Arc XP
Arc XP is a cloud-native digital experience platform (DXP) that helps enterprise companies, brands, and media organizations create and distribute content, drive digital commerce, and deliver powerful multichannel experiences. Built for flexibility, integrate Arc XP's tools into your existing tech stack or leverage Arc XP end-to-end for your digital experiences.
What to expect when you're expecting... a CDP
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Amanda Cardona, Owner, ALC Renaissance Consulting
Owner, ALC Renaissance Consulting
Amanda Cardona is a freelance digital marketing and martech specialist. As the owner of ALC Renaissance Consulting, Amanda engages with various clients, from Fortune 50 organizations to small artist collectives, to help address their most pressing operational obstacles. She is passionate about helping clients get the most out of their martech stacks, whether it is optimizing existing platforms, envisioning ideal scenarios or identifying actionable use cases AND making them happen. With over 15 years of experience, Amanda has vigorously followed and engaged in the evolution of martech, from the advent of Email Marketing to her latest area of specialization, Customer Data Platforms (CDPs). Currently, you can find Amanda collaborating with ModIntelechy, a full-service, data-driven creative agency, to help clients "get under the hood" of their martech stacks and emerge with fine-tuned solutions.
When not thinking about omni-channel journeys, you can find Amanda helping others embark on their own journeys through the art of dance. Amanda is also a choreographer and dance educator, producing various music & dance events & community arts programs.
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Considering adding a Customer Data Platform (CDP) to your martech stack? CDPs have enormous potential to help organizations connect their numerous (yet usually siloed) data sources, create a unified view of customers, prospects, and their brand engagement, and unlock opportunities for activating impactful omnichannel journeys. But, your return on investment is only as good as your preparation.
Join Amanda Cardona, Owner and Freelance Martech and CRM Consultant at ALC Renaissance Consulting, to learn more about some critical things to think about and prepare for, prior to implementation, that will help you avoid headaches down the road.
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