Overview

Every marketer is tasked with making data-driven decisions. Despite the flood of data flowing through the average martech stack, companies often struggle to make that data readily available and usable for their teams.

Fortunately, there are new solutions in the martech space rising to meet this challenge. Join Jonathon Hunt, Director of Product & Technology at Mogo Interactive, as he explains how the digital marketing firm has made real-time marketing and sales data more accessible, actionable, and holistic for its team of strategists by implementing Datorama-leading to impressive results:

• 84.5% reduction in time spent on marketing reporting
• A whopping 942% growth in clients while scaling internal headcount efficiently from 20 to 50
• The creation of one single source of truth for all data, platforms, campaigns, and clients

Overview

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.

Overview

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

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

Overview

Your customers are an invaluable resource. Their feedback can help you prioritize your roadmap and resolve issues that are impacting the customer experience, and their voice can help you build trust in the market via authentic, compelling case studies and testimonials. Unfortunately, most companies only hear from a small sample of their most vocal customers. In our session, find out how HPE used SurveyMonkey to unlock the other 90% of their customer base to get deeper insights through NPS ratings, identify advocates, and create snackable customer-sourced stats and testimonials at scale to fuel sales and marketing initiatives.

Overview

Marketing is more complicated than ever. In today's world of constantly evolving technologies, exabytes of data, and misaligned processes, marketing teams need to change the way they work to see the results they need. 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 Sales Engineer, Dave Johnston, as he demonstrates two proven use cases to make marketing more effective.

In this session, you'll learn how to:

• Truly collaborate with disparate teams
• Create unified workflows to get everyone on the same page
• How to align processes to drive value
• How to integrate and connect a cluttered martech stack

Overview

There are nearly 7,000 marketing technologies on the market according to Chiefmartec.com.

That huge number is a double-edged sword. On the plus side, there is almost certainly a combination that will elevate your organization and the experiences you provide customers. The downside is sorting through that mass to build the martech stack you need.

In this session, we'll teach you how to decide which tools will really deliver and how to bring the right mix of technologies together in a way that transforms your marketing for the better.

You'll learn:

• How to evaluate the effectiveness of your organization's current martech stack
• What to look for in new solutions to ensure they'll work well with your existing technologies and on their own
• Approaches to building out an integrated stack that achieves marketing goals
• Ways to ensure your stack can scale with your organization

Overview

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

Overview

In order to move at the pace of their customers, Lands' End wanted to better engage their audience, deliver more relevant content and improve overall efficiency while growing their marketing program revenue. To achieve these goals, the retailer built a comprehensive lifecycle program, incorporated dynamic content and personalized recommendations, and implemented new technologies to streamline their production and approval processes.

Attend this presentation to find out how Lands' End used technology to double its program revenue and simplify its processes.

Overview

The idea of an integrated suite of marketing technologies to meet all the needs of the marketing organization, delivered by a single provider, is a pipe dream. The notion of solving for the entire stack without getting the key components right is a waste of money. When organizations are focused on marketing technology integration, they should be thinking about three primary components: a platform for enterprise integration and access to data, a facility for the real-time receipt and distribution of customer profile and state, and a singular platform for the orchestration of the marketing strategy across channels and media. If they get this right, they will be successful in enabling people-based business outcomes without limiting business agility.

The keys to people-based marketing technology stack are:

• The linchpin to integration is identity.
• An integrated data platform powers business agility and innovation.
• Create intelligent consumer engagements with a single engine to operationalize data and insights

Overview

Developing data-driven companies has been discussed for years, yet it often remains a broken and unfulfilled promise. Fracture Data Scientist and Head of Analytics Dave Lucas, says the challenge lies in the inability of organizations to use data to its full potential and not get derailed by ad hoc use cases. In this session, you'll learn how to drive the necessary paradigm shift in your organization that will transform your approach to data and analytics at a foundational level.

Overview

For the last several years, pundits have predicted that THIS would be the year mass personalization takes off. Industry giants like Facebook and Amazon have been held up as shining examples of how to personalize at scale. But is this level of personalization really needed for all companies on all channels?

In this talk we'll share personalization industry benchmarks collected from marketing leaders from global 2000 companies to help better define what's working, what's not, and how a CDP can be used to maximize personalization results on the right channels that matter for your business.

Overview

The "buying committee" is the critical audience at your target accounts. These buyers and influencers are the people who will decide whether your target accounts buy your product or services, or don't. But identifying them, and actually reaching them, has been a significant challenge- especially at the top of the funnel. Now, with AI and sophisticated intent data, B2B marketers can reach the buying committee at their target accounts with account based advertising. Peter Isaacson, CMO at Demandbase, will take you through the past, present and future of B2B advertising, and how marketers can turn their advertising into a growth engine.

Overview

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

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

Overview

How can companies efficiently manage the myriad digital experiences across the customer journey? Part of the answer lies in reducing the fragmentation of offline and online communication. This spotlight will illustrate how businesses are building custom 'Website Clouds' to drive better business results, infuse more creativity into their web presence, and reduce the complexity of digital brand management. Real-life case studies include a global health and wellness retailer that automated the creation of tens of thousands of websites and a global hospitality leader that redesigned hundreds of websites for top performing hotels in record time.

Overview

We look at how machine learning is changing the game for growth marketers and will address use cases from customers such as a prominent subscription service that have used Amp.ai -- enabling them to easily deploy conversion optimization projects with segment discovery and continuous optimization capabilities.

Overview

Carestream are a leading medical imaging and healthcare company. Events play a key role in their lead generation strategy, and they exhibit at around 70 events annually.

They used to experience huge challenges getting event leads into their CRM, causing slow follow-up and giving them no visibility into their events performance. For them it was clear: traditional lead capture methods like paper forms and rented badge scanners simply didn't work. They're disconnected, manual and kept events siloed from the rest of their marketing.

Thanks to Akkroo, their leads automatically flow from the show floor into Salesforce, ready for follow-up. And now, for the first time, Carestream can track revenue back to each event. Find out how Akkroo has enabled them to connect events with their MarTech stack.

Overview

B2B account based strategies are all the buzz, but how do you operationalize this at scale? See how you can turn account, intent and engagement data into actionable campaigns for marketing and pipeline for sales. This session will:

• show a case study of how Oracle puts ABM strategy into action
• share tips and insights on targeting, segmentation and measurement
• show you a specific recent campaign that made marketers rock stars in the eyes of sales

Overview

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

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

Overview

Virtual Causeway is a world-class demand generation agency that works with industry leaders such as SAP, Salesforce.com, Wall Street Journal, and Bloomberg. They need their marketing program spend to generate as many marketing qualified leads (MQL) as possible, and they need those MQLs turned into sales qualified leads (SQL). They must be able to prove that Marketing spend generates a clear ROI. The problem was that Sales rejected over half of their MQLs, even though Marketing knew they should not have been rejected. For Marketing, this resulted in excess program spend, lead flow shortfalls, intra-departmental conflict, and an overall questioning of Marketing's effectiveness and contribution. Learn how Virtual Causeway overcame all of this, and implemented highly scalable processes by implementing an effective sales engagement strategy.

Overview

Annual marketing planning can be a herculean effort for any organization, but the New Relic team added an extra level of complexity this year. They wanted to make a huge maturity leap from an organizational standpoint and move away from one-off tactics to a more disciplined program and campaign approach.

Making a shift like this impacts roles and responsibilities of team members, where budget dollars are allocated and how the team sets up data to assess and reports on their success. To make this shift a reality, New Relic had to both drive change in organizational processes, and revamp their approach to marketing data around financial hierarchies (I) and campaign structures (R). This meant properly aligning data through platforms like Allocadia and Salesforce.com, while ensuring all data integrations were aligned to provide concise measurements.

Join this session to learn how the New Relic team improved their planning process to move away from random tactical marketing acts to ensuring they have a strategic, planned campaign approach that will enable them to better assess the ROI and impact of their activities.

Overview

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

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

Overview

Join us to discuss the journey of transforming into a modern-day B2B marketing powerhouse. Learn insider tips from Oracle's top customers, who have successfully amped up their marketing programs. The session will cover topics like lead management, nurture campaigns, the value of personalization and more.

Overview

Marketing today is fragmented and it's not getting better. Between the plethora of different personas engaging, differently, across a multitude of channels the ideal of providing relevant, engaging experiences on any channel is daunting to say the least. As we look ahead channels are getting more and more decentralized exasperating this already unmanageable issue. To solve this almost unmanageable problem, brands need to combine their content planning and organization tools with their delivery and optimization tools - enabling ownership of the entire content lifecycle.

By combining the planning, collaboration and organization capabilities enjoyed in Sitecore's Content Hub with the Experience Platform's omnichannel reach, dynamic personalization, and continuous optimization brands are able to create and deliver content that transcends hurdles facing the market today, in one connected platform.

Learn how organizations can use these capabilities in combination to plan, collaborate and execute against any initiative and then deliver and personalize this content across any channel.

Overview

Winning brands transform their data into a competitive advantage by moving beyond simply "managing" customer data to using their data to orchestrate rich customer experiences. Intelligent customer data activation is a requisite to keep pace with today's always-on customers and deliver 1:1 personalized experiences. But to succeed, you need the right data and technology foundation.

In this conversation, we will explore how consumer brands can architect their MarTech stack for intelligent customer data activation. You will learn:

• The difference between customer data management and customer data activation
• The role of AI in transforming vast, siloed data into actionable intelligence and real-time marketing execution
• How to build an agile, connected MarTech stack to orchestrate 1:1 customer experiences on every marketing channel

Overview

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

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

Overview

When investigating challenges that marketing organizations faced around content production, Noah Brier came to a surprising conclusion: it wasn't that enterprise marketing organizations had too little content, or that their content wasn't good enough. For many, it was that they didn't have a way to effectively use what they already had.

Born out of hundreds of conversations with enterprise marketers across a variety of verticals, The Five Tensions of Customer Experience explores five key business stresses that marketing teams face, how they contribute to the kind of orchestration challenges Brier uncovered in his research - and most importantly, how to address them. Attendees will come away with a deeper understanding of the forces that shape success or failure for enterprise marketing teams tasked with delivering a successful customer experience, and practical takeaways for how to apply that understanding in their own organization.

Overview

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

Overview

While your customers are spreading across channels, your marketing teams aren't scaling to meet the need. The only way for marketing teams to effectively provide omni-channel content at scale is to set up a transparent agile content practice, one that lets you plan content across your entire company while responding to any market needs. Get creative and learn how to scale your content operations to meet every user and channel need. Sitecore's Content Hub solution provides brands with unique capabilities to plan, execute and scale your content marketing operations. Learn how you can truly embrace agile content creation while keeping your eye on all the needs and changes of the market.

Overview

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

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

The findings of Acquia's inaugural global survey on the state of the CX pose interesting questions about the disconnect between consumers and marketers, as well as the ROI gained from an ever-growing inventory of marketing solutions. Among the findings:

• marketers rate their effectiveness much higher than consumers
• consumers are skeptical of how their personal data may be used by brands
• earning a customer's loyalty and trust is an imperative

Learn from a panel of experts about how they're breaking the mold and capitalizing on the opportunities of mobile applications, chatbots, conversational interfaces, email, social and more to create a fantastic experience for customers.

Overview

Digital has made it easier than ever for marketers to reach an audience, but it's also made it that much harder for brands to break through. Generic, transactional experiences won't cut it - any company can blast an email or run a programmatic advertising campaign. It's time we create engaging experiences for our customers and prospects that go beyond the superficial click and form a human connection. In this session, attendees will learn:

• How to put the audience at the center of every experience
• How to humanize marketing with brand storytelling

Overview

As Senior Manager for Digital Media Strategy & Platforms at ServiceNow, Ric Blessing knows a thing or two when it comes to scaling a video workflow.

Producing and distributing live and on-demand video content at scale allows companies to connect, engage, and convert their audiences across the globe. Join Ric to learn how your video workflow and media can be seamlessly integrated so that your team is able to think creatively rather than getting bogged down in the process.

Overview

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

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