Overview

You just started in a new organization and have been tasked with centralizing oversight of marketing technology. There are no controls or processes are in place.

How do you establish credibility across organizational silos? What are the priorities that need to be addressed immediately?

This intrepid panel will share their experiences creating and evolving marketing operations and technology roles and processes in enterprise-level companies. You'll hear first-hand about the challenges they've faced, the progress they've made, and what lies ahead (all panelists are still mid-journey!).

You'll walk away with actionable tactics you can used to create your own strategy and technology-related processes.

Overview

We love SaaS marketing applications - but making them play well together is hard, especially as your data sets get larger and larger. With millions of contacts, leads, and campaign transactions handled daily, we needed a way to make our tech stack integrations faster, more reliable, and flexible enough to handle upgrades and additions without having to change everything else.

In this session, you'll gain insights into how Red Hat used leading-edge, open source software to build a marketing integration platform that shares data in near real time and is application agnostic. You'll discover how it works, how the experience of building it challenged the way we thought about data, and how it's changing the way Red Hat does marketing.

In this session, you'll learn:

• How to trust your data, using event sourcing to make your martech stack act like a big database (atomic, consistent, isolated, and durable)
• How to make ensure your contact data is portable across applications by grounding it in true facts about the world
• How to avoid surprises by making sure your data is consistent and reliable by keeping business logic out in the open and accessible to marketers and users

Overview

And here you thought SEO was dead. Not quite! In fact, it's more important - and more technical - than ever. Knowing how to leverage your data to improve the effectiveness of SEO efforts is paramount to driving quality traffic. This session will explore how analyzing non-traditional SEO data can help identify tech SEO problem areas, prioritize the business need for solving those problems, and generate solutions that lead to improvements in rankings and conversions:

At the end of this session, you'll be able to:

• Use data to identify the biggest technical problems on your website that are hurting SEO performance
• Use data to explain and prove how these technical problems are creating bigger problems for your organization
• Analyze and address mobile-specific SEO challenges, including usability and speed
• Learn how to evolve your tech SEO strategy to prevent penalties and outperform your competition in the SERPs

Overview

Wells Fargo relies on a number of third-party technology vendors to support social media marketing and customer care functions. The brand is currently undergoing an effort to rationalize and streamline the technology architecture required to support key social media use cases. This shift will lead to greater scale and will unlock new innovation opportunities.

In this session you'll gain insights into how to:

• Reduce reliance on point solutions by consolidating use cases under a single technology vendor, where possible
• Leverage industry innovation (particularly AI/ML) to automate workflows
• Ensure social media technology architecture can integrate with the rest of your marketing tech stack

Overview

Hear how Twitter is increasing revenue through its own demand generation program. Amisha will describe the company's transition to a B2B performance marketing culture, offer advice for partnering with IT, ops, sales and procurement teams to integrate third party tools in a build-it-yourself culture, what it takes to build a demand engine with disparate data sets, and how to connect the metrics to tell a cohesive story.

In this session, you will also learn:

• How to manage a performance marketing culture in a privacy-first company
• How to create a vendor ecosystem to serve your demand generation goals
• Lessons learned from on-boarding external martech vendors

Overview

It's a given in today's marketing world that designing, deploying, and managing an effective customer journey is paramount to success. But despite advances in strategy, data, and processes, designing an effective customer journey is difficult.

Building off a strong foundation, Chris will teach you why customer journeys are broken, what a data-driven digital customer journey is, and how to use marketing data you already have to understand how your audience purchases from you - then prioritize and build a digital marketing plan driven by analytics and insights, not guesswork.

In this session, you will learn:

• The data points where current customer journeys break down
• The data sources needed to make great data-driven customer journeys
• The specific algorithms used in industry-leading attribution models and customer journeys
• The reasons why journey maps don't get implemented - and how to make sure yours does

Overview

Successful multi-channel marketing is more complex than ever. Attend this session for a download of technologies that power multi-channel marketing and the capabilities that high-performing marketing technology teams adopt, based on fresh data from Gartner's Marketing Technology Survey.

In this session, you will learn:

• The marketing technologies that support effective multi-channel marketing
• The common characteristics of brands that have mastered marketing technology management
• How marketing can align with the rest of the business to make smart tech investments

Overview

Account Based Marketing (ABM) is a paradigm shift for B2B marketers, who in the past have been trained to generate leads with funnel or waterfall approaches. ABM's effectiveness is well-documented, and derived in large part from martech designed to accomplish its various aspects.

But where do you start? Where will you get the most value and ROI? What investments should you make? What else do you need to be successful?

In this session, you will learn:

• What an unbiased, high level view of the ABM martech landscape looks like and where the technology fits into various selling stages
• How to make investments in phases that deliver the most value and ROI
• How organizations approach ABM differently and which technology solutions help them reach their goals

Overview

Picture this: You're a marketing professional who owns performance and KPIs on your team. You've been prepping for that end-of-month/quarter meeting with sales and service and not all performance is "up and to the right." This exercise feels more like preparing for battle than collaborating with teammates. Sound familiar? It doesn't have to be this way.

In the new world, we're a team... and we need to act like one. Why not build out our KPIs and dashboards together? Ops teams are more than just the simple KPIs that transfer from department to department -- and we need to create a collective understanding of how we achieve these key results, together. Similarly, modern Ops is not a "set it and forget it" role. As a team, we must always be willing to make strategic adjustments to find the line of best fit to meet our company-wide objectives.

In this session, you will learn:

• How to construct a good tech-enabled service level agreement (SLA) with the right sources of truth
• How to set up effective tech-enabled SLAs between marketing, sales, and customer success
• How you can use these SLAs to constantly evaluate and evolve results-driven goals across your organization

Overview

As privacy rules reduce access to third party data, marketers need other ways to acquire customers. Second party data can help fill the gap.

In this session, David reveals opportunities for making the most of second party data and best practices for doing so.

You will learn:

• What second party data is and how it's created
• Why second party data is important
• Typical use cases, including joint promotion, lookalike models, file enhancement, and more
• Practical tips on match methods, security and privacy, and how to avoid being creepy

Overview

Consistency and scale are two critical principles for any organization going to market in a predictable manner. With most enterprises being matrixed across specialization functions, vertical customer models, and global execution, it's difficult to coordinate marketing production, planning, and tracking efficiently. Without standardized orchestration, teams often use disparate point solutions to collaborate, resulting in disconnected processes riddled with manual hand-offs. A collection of tools with no integration means doubling -- sometimes tripling -- manual efforts needed to support the organization.

Thomson Reuters is transforming disparate marketing functions into a connected ecosystem, enabling teams to more easily collaborate through a cohesive experience that drives growth at scale and delivers transparency through accurate reporting. Marketing agility is enabled by establishing one operating model with one centralized operations hub (as a platform) that spans connected workflows, end-to-end tracking, and integrated content development.

In this session, you will learn:

• How to create orchestration between demand gen, marketing automation, web production, creative, and content teams for 400+ users across three business segments
• How to build a thoughtful Marketing Resource Management (MRM) and workflow stack as a shared space for teams to collaborate in with single points of data entry
• How to enable scale and agility with a balance of functional autonomy, automation, and integrating operational technologies
• How to drive adoption and establish governance of one operating model powered by a strategic martech stack

Overview

Regardless of what language we speak, or what customs or culture we practice, conversations and music have a common pattern of engagement. Just as a master arranger or conductor is able to bring multiple players and instruments together in harmony to produce beautiful music, a master "CMO" (Conversational Marketing Orchestrator) can create engaging digital conversations with customers through the orchestration of people, processes, and tools.

Of course, once we compose these conversations and put them out into the world, they call for a collective effort to listen and respond in near real-time... think of the improvisational jazz performance where each performer is listening and responding with practiced agility. Thus, the "CMO" is also a Conversational Marketing Optimizer.

In this session, you will learn:

• How global firms are using universal conversational marketing principles to increase ROI
• How to implement, test, and optimize conversational experiences in complex environments
• How to utilize your technology and human resources stacks more effectively
• How to simultaneously enhance your brand and performance marketing outcomes

Overview

When marketing technology fails to deliver ROI, management frequently blames the technology or platform. Too often, the "answer" is a replacement approach, without understanding the cause of dissatisfaction. This leads to a recreation of the same mess in a new, and oftentimes, more expensive tool. That's your budget... down the drain.

In this talk, Sara will help you:

• Diagnose pain points with your technology platforms and how to evaluate martech vendors against them
• Recognize root causes that are more a function of people and process with advice for how to address them
• Best practices for structuring a cohesive revenue operations organization for long-term success

Overview

Marketing's mandate is growth. Yet there is no magic answer to suddenly increase marketing's impact on the business. However, there is one area the best marketing organizations in the world triple down on to be successful, and that's data.

Teresa and Sam have dedicated their careers to knowing how to measure data effectively. Now they're on a mission to show you the importance of having a data strategy, and the steps every marketing organization needs to take to create a system that leads to optimized resources, maximized results, better decision making, and ultimately, positions marketing efforts as an asset for the organization.

In this session, you will learn:

• How to work backwards from the ideal reporting and measurement result to develop a data model that will deliver impactful insights for a global marketing organization
• How to ensure the data collected is clean, connected, and actionable
• How to find the right balance of automation, efficiency, and accuracy in creating a strategy
• Key steps to take while developing a plan for activating and enabling the data that is valuable for all stakeholders

Overview

Overview

If you feel overwhelmed (or underwhelmed!) by how your organization is using marketing technology, then this session is for you.

Paul will share Extreme Networks' journey of creating a global, cross-functional initiative to orchestrate marketing and sales systems into a unified go-to-market engine.

Using state-of-the-art tools to drive demand, enrich data, identify intent signals and more, the company built a customer data platform capable of driving true organizational alignment, boosting conversion rates and accelerating pipeline and revenue.

In this session, you will learn:

• How to develop an account intelligence framework that will inform their data collection
• How to optimize your martech stack around a unified central data platform
• How to deliver small but frequent wins using an agile marketing mindset
• How to partner with and gain respect from sales, channel, marketing, product and executive teams

Overview

We're all looking for that mythical Marketing Operations (MOPS) recipe. The one handed down through generations of of MOPs professionals both internally and externally. The receipt that lays out, in a step-by-step guide, how to create a frictionless organizational structure, build a high performing martech stack, and recruit and retain a star-studded MOPS team.

Sadly, there is no such recipe. We are the generation professionals who are inventing the MOPS wheel and best practices for the future. In this session, we'll have a down-to-earth discussion on what works and what doesn't including:

• The pros and cons of multiple org structure options
• How to manage your martech stack based on need, budget, and resources
• The processes you need to put in place to stay sane
• Skill sets you'll need on your marketing ops team
• How to retain your most prized resource: your marketing ops professionals

Overview

In this session, learn step-by-step how CaringBridge overcame common hurdles and complexities when switching from one email marketing platform to another. We'll cover the stages they went through in the migration process, including: taking an inventory of existing assets; cleaning up existing data before transferring it; re-evaluating current sending processes; rebuilding and optimizing campaigns and datafeeds; and completing thorough testing (and re-testing).

In this session you'll learn:

• How to map out a migration blueprint to minimize disruptions and avoid common pitfalls
• How to ensure the health of your data, reestablish your domain reputation, and avoid deliverability issues
• Actionable tips for maximizing email programs, optimizing sending practices and getting the most out of your new email marketing platform
• A step-by-step ESP migration checklist to ensure a seamless transition

Overview

Transitioning from traditional lead scoring to a machine learning driven process is a huge opportunity to accelerate sales. In this session, Guan will describe the framework for applying machine learning to lead scoring, and share key lessons and examples from DocuSign's journey.

Attend this session for:

• Insights into how to build a framework for applying machine learning to lead scoring, from evaluation, selection, to operationalization and optimization
• Discuss a real world example of lead scoring with context, demo, and insights
• Lessons learned from the journey to help you launch or improve your lead scoring

Overview

Like the industrial revolution before it, the digital revolution is impacting everything in its wake, including marketing. As the world moves from a push to pull, your marketing focus must shift towards creating a tailored customer journey and approach. In short, marketing is becoming more customer-driven.

This seismic shift in how you approach, persuade, win over and interact with customers, demands that marketers use new tools, tactics and develop new skill sets. It fundamentally changes how you define and measure success.

Attend this session you'll learn about the new tools, and skills you'll need for success including:

• The marketer's new digital toolbox; Data Science as a tool of marketing; and the need for a new skill set with a technology layer.
• What marketing success looks like in this brave new world.
• Structuring a customer-centric marketing program.
• Understanding some of the common pitfalls in customer-centric marketing and how to avoid them.

Overview

What works and what doesn't when it comes to setting up a strategy for a marketing operations? Join Stefano as he walks you through specific steps to success framed around the "4Ps": Purpose, Platforms, People, Process. In this session, you'll learn how to:

Define Purpose:

• Be clear on the use cases you are trying to solve for and what makes a good use case
• Framing a long term ambition for the marketing operation and how it would support the marketing strategy
• A use-case driven, incremental, approach as the path to get there

Audit and Manage Marketing Technology Platforms:

• System of Record: Customer Data Platforms -key trends we observe in working with CMOs
• System of Intelligence: Analytics Platforms - key trends we observe in working with CMOs
• System of Engagement: Marketing Automation and Digital Experience Platforms ... key trends we observe in working with CMOs
• User Generated Content and the 'platformization' of the marketing stack

Hire and Train Your People:

• The key traits of today's digital marketer (tech, data, marketing) and how to grow the talent of the future
• The changing role of the CMO

Develop and Implement Process:

• The cross-functional, agile, personalization squad and how to sustain the model
• It is a journey and not a destination - the governance model to sustain ongoing changes and innovation

Overview

Ever-increasing logins, integrations, data flows, redundant systems...a.k.a. overall martech chaos. It's time for practical steps to rationalize your stack, maximize its efficiency, and develop a sound marketing technology strategy.

After this session, you'll be able to:

• Evaluate the impact of new and existing tools and platforms on your business
• Navigate mergers, acquisitions, reorganizations, in view of your tools, teams, roles and functions
• Understand pilots and POCs... what you need to look for do's and dont's
• Get a handle on managing multiple instances of applications and a framework for decided to merge, or not merge applications
• Know who needs to be involved in stack management
• Manage expectations, including reasonable timing, budget, short-term vs. long-term goals"

Overview

In order to be effective, Chatbots need to embody the knowledge and expertise of your organization. In otherwords, they need to be trained. But training a Chatbot is not exactly like training a human and it can be tricky to get them to replicate the subject matter expertise and "humanity" of your top human support agents. Further, Chatbots need constant updating as you release new products and services. Just like any other communication channel, the quality of your customer's experience is only as good as the quality and completeness of the information source.

Learning how organizations have developed successful virtual assistants using a knowledge architecture is the critical skill, and in this session, you'll hear how Seth has applied a successful approach to popular bot frameworks such as DialogFlow and Amazon Lex as well as channels like Skype, Slack, Facebook Messenger and others.

Attendees will leave with an understanding of how successful organizations have applied knowledge engineering principles to drive chatbot and intelligent virtual assistants functionality that supports both customer facing and back office processes. Key insights include:

• The role of knowledge engineering in AI projects
• How information sources can be reused in new bot instances
• Ways to update bot functionality without starting from scratch
• How to measure progress and success using a metrics driven governance framework

Overview

Customer expectations are higher than ever and are happening simultaneously with a technological and cultural revolution driven by cloud, mobility, SaaS, big data, social and the internet of things (IoT). Companies must reinvent themselves by creating new software-defined business models, or end up left in the dust. Software, device, and system integration along with application programming interfaces (APIs) are the glue that enables reinvention.

With so many different communications channels, applications and devices available in today's hyper-connected world, brands struggle to keep their interactions with customers contextual, personalized and meaningful. By creating superior customer journeys through conversations, APIs are helping brands to make these interactions more seamless and meaningful. APIs are empowering businesses to seamlessly follow the customer through their preferred mode of communication, retaining context of interactions by connecting various communications channels, even custom or homegrown applications, at every customer touchpoint. From authentication via SMS to customer support via messaging, voice or video, all context is retained, all in a single thread.

In this session, Rishi will discuss the power of the API economy, specifically:

• How APIs enable businesses to build new, customized experiences with SMS, voice, video, and social messaging to give customers the flexibility they demand
• How organizations can leverage communications tools via APIs to restore customer intimacy and personalization at scale
• How businesses can create solutions tailored to their needs without building everything from scratch

Overview

This all-star panel of marketing operations leaders answers candid questions about their work and challenges including:

• How has marketing operations shifted in the last 10 years? What responsibilities have been added or removed? What is being asked of your teams that wasn't a decade ago?
• What is the current structure of the Marketing Ops organization? What's your ideal structure -- and why?
• Where are you investing across your organization to set yourself up for success in 2020 and beyond?
• What is the biggest risk for Marketing Operations leaders as they plan for the next 3+ years?
• Should marketing ops be centralized or decentralized as you build out your organization?
• How does the concept of Revenue Operations play out at enterprise organizations?
• How do technology and operations play together? Are they a subcategory of operations? Are they equal?
• What is marketing ops' role in figuring out what is real vs. buzz?

Overview

The promise of marketing attribution can sometimes feel like the search for the Holy Grail. And yet without accurate and believable marketing attribution, marketing will not be able to prove its value.

There are three core tenets of accurate and defendable marketing attribution: the definition, the architecture, and the process. Without an organizationally aligned definition, the other business units will regard marketing attribution with suspicion. From an aligned definition, you have the opportunity to build the architecture and the process to support it.

In this session, you will learn:

• The two most common types of marketing attribution, how to define them, and how to accurately report on them
• How to structure your campaigns so you can easily track attribution
• The different types of attribution models and what you can learn from each one
• The suite of tools that are a must if you are going to track attribution

Overview

If automating complex use cases is the future, then the future has arrived! And in a complex business that includes region-specific marketing & engagement campaigns, building your own custom automation may be the right path for success.

Lyft, a global ridesharing platform built a home-grown marketing automation platform to manage a large-scale marketing budget across channels, while improving cost/volume efficiency and enabling the marketing team to run more complex, high-impact experiments.

In this session, you will learn:

• What every business (regardless of size) should consider when embarking on the marketing automation journey
• How Lyft ideated, implemented, and rolled out their marketing automation stack
• Factors to consider in build vs. buy decisions for marketing technology

Overview

The University of Washington, a well-respected institution of higher education, faced challenges common to other enterprise organizations: centralize amidst a plethora of incoming marketing requests and a lack of qualified marketing operations (MOPS) staff to handle them, or, continue with decentralization despite devastating errors?

Using the "8 P's of self-service martech" (you'll learn about these principles in the session), the university strategically decentralized operations by empowering their 335 users, with certain guide rails.

In this session, you'll learn the factors that led to a new strategy, and how they embraced each of the 8 P's, and see the impressive transformative results.

Key points include:

• Lessons and insights on best practices for approaching the 8 P's of self-service martech
• Discover common "gotchas" you should avoid in your transition to decentralize (and the damaging consequences if ignored)
• Learning how to implement a new marketing operations model in a large organization, including change management tips, within and across departments