Investing a few hours or two days at MarTech is the ideal way to discover new solutions to your marketing challenges. You’ll meet participating vendors, attend sessions on the Solutions Track and in the Discover MarTech Theater, and network with peers... all for FREE, April 7-8, 2021, with a MarTech Expo+ pass.
The Expo+ pass packs a ton of value...
Find the right marketing technology for your business. Efficiently evaluate dozens of marketing technology companies in the Expo Hall. Obtain valuable demos and discover the right tool for your company's needs and budget.
Get it straight from the source. It’s very likely that either the company you’re considering or one of their competitors is presenting at MarTech. This is your chance to learn directly from them! Swing by the Solutions Track and the Discover MarTech theater for case studies, demos, and insights from leading market-defining vendors.
Make career-advancing connections. MarTech is your opportunity to connect directly with a community of like-minded senior-level marketers eager to exchange ideas, experiences, and advice. You'll meet prospective clients, partners -- even future talent -- and grow your circle of professional contacts at events like Speed Networking and the Expo Hall Reception.
Wednesday, April 15 – 5:00pm – 7:00pm
Thursday, April 16 – 10:00am – 6:00pm
Friday, April 17 – 10:00am – 2:00pm
Admission to the Expo Hall and all exhibiting marketing technology companies
Access to select networking events
Full-length Solutions Track and bite-sized presentations in the Discover MarTech Theater
One (1) $15 voucher to enjoy lunch on us, redeemable at the concession stand at the back of the Expo Hall. (You will receive the voucher upon check in at the conference).
Access to conference speaker presentation downloads
Access to the MarTech mobile app
Refreshments during breaks
Your Expo+ pass lets you attend all of the events below. Register now and it's free!
Time |
Wednesday, April 15 |
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1:00-5:00 |
The Right Way To Buy Marketing Technology Tony Byrne |
Using CDP To Make The Most Of Your Customer Data David Raab |
Agile Marketing Advantage Andrea Fryrear |
Creating Connected Experiences Jeff Cram |
A Marketer's Guide To Attribution Analysis Christopher Penn | ||||||||||||||||||||
4:15-5:00 | |||||||||||||||||||||||||
5:00-7:00 |
Marketing
Solutions A |
Marketing
Solutions B |
Discover MarTech Theater
BlueVenn - TBA (5:55-6:10pm) BlueVenn - TBA (5:55-6:10pm)OverviewTBA SponsorThe BlueVenn Marketing Hub is the only Customer Data Platform on the market with integrated customer journey orchestration, machine learning AND multi-touch attribution, that enables true real-time marketing across all channels. Unifying, cleansing and de-duplicating every customer, transaction and touchpoint record creates a Single Customer View that ensures accurate, compliant and perfectly targeted customer interactions. Bi-directional connectors to all your channel execution platforms make it easy to centralize online and offline marketing decisions to drive consistent, cross-channel and personalized customer journeys. The Right Way To Buy Marketing Technology (6:35-6:50pm) The Right Way To Buy Marketing Technology (6:35-6:50pm)OverviewAfter this session, you'll be able to:
SponsorFounded in 2001 as "CMS Watch," we're a team of former practitioners who found traditional analyst reports too shallow and fawning-and decided to do something better. We set out to create a new kind of research and advisory firm, one that worked only for enterprise technology customers who wanted the real story about Digital Workplace and Marketing Technologies. At a time when half of all technology projects fail, we help you make the right decisions during the key, early stages of your investments. Since 2001, more than 3000 organizations around the world have used our research and advice to improve their business. |
Time |
Thursday, April 16 |
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7:00-9:00 |
Breakfast & Registration Come pick up your badge and conference materials, then head up to the breakfast keynote. |
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8:15-8:45 |
Breakfast Keynote: Workfront
Breakfast Keynote: WorkfrontOverviewTBA SponsorWorkfront is the first modern work management platform that breaks down the barriers of getting work done, providing one place to orchestrate and accelerate work. At its core, Workfront is built for people. See why more than 4,000 of the world’s most forward-thinking brands love Workfront at workfront.com. |
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9:00-10:15 |
MAIN STAGE KEYNOTES:Keynote: Leading The Next Decade of Martech Scott Brinker - chiefmartec.com Netflix, Intuit, and Walmart: A Martech Retrospective Tony Ralph - Walmart eCommerce Keynote: Leading The Next Decade of Martech 9:00 AM-10:15 AM (1 hr 15 min) SpeakersScott BrinkerConference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewWelcome to the 2020's. Last decade saw the rise of the marketing technologist and the birth of a $100+ billion marketing technology industry. What does this next decade hold? We face two competing themes. One: much-needed maturing of the martech profession and vendor landscape, bringing us greater structure, stability, and discipline. Two: further martech disruption as new technologies, new regulations, and new approaches to business continue to change marketing as know it. Can these two themes be reconciled? Scott, "the godfather of martech", will kick off the day with a keynote addressing both practical and reasonable strategies for marketing operations and technology management with one hat; embracing the promise of exciting, new innovations with the other. Can these struggling martech forces converge peacefully? Netflix, Intuit, and Walmart: A Martech Retrospective 9:00 AM-10:15 AM (1 hr 15 min) SpeakersTony RalphVP, Marketing Product, Walmart eCommerceModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewMany hard won lessons are experienced by pioneers in any field, and martech is no different as they forge new paths, shape marketing capabilities and reinvigorate how brands interact with their customers. In this candid presentation, Tony will share lessons he's learned through pioneering scalable adtech and martech systems at three major brands: Netflix, Intuit, and Walmart eCommerce. Across these different category leaders, he's recognized common patterns in the challenges and opportunities for marketing technology management and innovation. Attend this keynote for insights into how to:
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10:00-10:55 | Refreshments & Expo Hall Opens |
Marketing
Data Fabric And Identity: Driving Marketing Success In The Cookie-less World (10:20-10:50)Solutions A Data Fabric And Identity: Driving Marketing Success In The Cookie-less World (10:20-10:50)OverviewThe biggest challenge for marketers today is enabling marketing in a world where data is hard to use and the ability to know customers is becoming more and more limited by Big Tech. In this session, we'll explore how to solve for internal constraints on unleashing business innovation. This requires gaining a new perspective on data, a well as building and owning a customer identity platform built on first-party and cookie-less data. These two things will be the conduit for us to drive more meaningful relationships with our customers across their entire experience with our brands. SponsorMerkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 9,400+ employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the US, EMEA, and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com. |
Marketing
Moving Past Cookie-Cutter Web Experiences By Unleashing Your Marketers' Greatness (10:20-10:50)Solutions B Moving Past Cookie-Cutter Web Experiences By Unleashing Your Marketers' Greatness (10:20-10:50)OverviewToday's marketers are often caught in the middle when it comes to creating amazing web experiences. They can work fast with template-focused tools that limit creativity, or they can be bold but reliant on the timelines and capabilities of developers and digital agencies. But marketers can actually have the best of both worlds. In this presentation, Jabil, a Fortune 500 manufacturing powerhouse, reveals the technical capabilities it's provided marketers to ensure that speed is never the enemy of creativity when it comes to creating outstanding web experiences for their customers. Learn how Jabil took its site from cookie-cutter to extraordinary and how empowering its marketing team with the right tech led to big-time leaps in site engagement. SponsorMagnolia CMS is a content management system that empowers enterprises to deliver exceptional digital experiences. Serve up just the right content for your customers with personalization while ensuring consistent experiences across channels. Magnolia is designed to integrate seamlessly with your other critical marketing technologies, allowing both marketers and IT to use tools that deliver the most value to customers. Leading organizations like Jet Blue, Virgin America and New York Times are already leveraging Magnolia to enhance their digital presence. Visit www.magnolia-cms.com or call +1 305 267 3033 for more information. |
Discover MarTech Theater
Myths Martech Vendors Tell (10:00-10:15am)Myths Martech Vendors Tell (10:00-10:15am)OverviewAfter this session, you'll be able to:
SponsorFounded in 2001 as "CMS Watch," we're a team of former practitioners who found traditional analyst reports too shallow and fawning-and decided to do something better. We set out to create a new kind of research and advisory firm, one that worked only for enterprise technology customers who wanted the real story about Digital Workplace and Marketing Technologies. At a time when half of all technology projects fail, we help you make the right decisions during the key, early stages of your investments. Since 2001, more than 3000 organizations around the world have used our research and advice to improve their business. Lytics - TBA (10:20-10:35am) Lytics - TBA (10:20-10:35am)OverviewTBA SponsorLytics, the real-time customer data platform (CDP), helps organizations create a single view of their customers. Organizations can unify data and surface insights in order for marketers to deliver and automate a personalized journey based on customer behavior and preferences to improve overall efficiency and drive growth. Lytics enables some of the most innovative brands including Nestlé Purina, The Economist, AEG, Atlassian, Heineken, and Yamaha. Workfront - TBA (10:40-10:55am) Workfront - TBA (10:40-10:55am)OverviewTBA SponsorWorkfront is the first modern work management platform that breaks down the barriers of getting work done, providing one place to orchestrate and accelerate work. At its core, Workfront is built for people. See why more than 4,000 of the world’s most forward-thinking brands love Workfront at workfront.com. |
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10:55-11:35 |
Marketing
Operations Starting From Scratch: Defining, Implementing, And Managing A Technology Strategy For Large Enterprises Anita Brearton - CabinetM Sarah Fischer - Pearson VUE Carol Mendenhall - Thomson Reuters Erin Rowles - Deluxe Corp. Kristen Walker - Pearson VUE Starting From Scratch: Defining, Implementing, And Managing A Technology Strategy For Large Enterprises 10:55 AM-11:35 AM (40min) SpeakersAnita BreartonCEO, CabinetM, @abreartonSarah FischerMarketing Technologist, Pearson VUECarol MendenhallMarketing Operations Manager, Thomson ReutersErin RowlesDirector of Marketing Technology and Automation, Deluxe Corp.Kristen WalkerMarketing Technologist, Pearson VUEModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewYou 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. |
Marketing
Data How To Get Your Martech Stack To Share Data And Play Nicely Joel Eaton - Red Hat, Inc. Tim Sawicki - Red Hat, Inc. How To Get Your Martech Stack To Share Data And Play Nicely 10:55 AM-11:35 AM (40min) SpeakersJoel EatonData Architect, Red Hat, Inc., @JoelEaton14Tim SawickiData Engineer, Red Hat, Inc.ModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewWe 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:
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Marketing
Technology Bridging Data Analytics & Technical SEO Matthew Edgar - Elementive Bridging Data Analytics & Technical SEO 10:55 AM-11:35 AM (40min) SpeakersMatthew EdgarConsultant & Partner, Elementive, @MatthewEdgarCOModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewAnd 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:
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Marketing
Orchestration Streamlining & Modernizing Social Media Marketing Technology At Wells Fargo David Encizo - Wells Fargo Streamlining & Modernizing Social Media Marketing Technology At Wells Fargo 10:55 AM-11:35 AM (40min) SpeakersDavid EncizoVP Marketing Technology & Operations, Wells Fargo, @EncizoDModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewWells 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:
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Marketing
Broken Promises And The Customer Experience (11:00-11:30)Solutions A Broken Promises And The Customer Experience (11:00-11:30)Overview90% of brands are failing to meet customer expectations. And we know the data doesn't lie because 94% of marketers say they agree (2019 Acquia CX report). The fact is, brands are giving consumers too many reasons to not trust them causing a huge headache for CMOs, especially when you consider that 18% of our budgets will be allocated to CX initiatives in the year ahead (Gartner). But not all brands are failing. The brands doing the best are the ones that stay true to themselves and know their customers better than anyone else. Amazon, Apple, and Netflix may immediately come to mind, but challenger brands like GoGo Grandparent, Trunk Club and Lids are generating buzz too. And more than that, they're building great customer relationships. These brands are proving that those who can best deliver on the experience promise do so by taking the time to truly understand their customer and trust the strategy they have set for their business. We'll dig into how simple approaches like clean data, smart personalization strategies and an open approach can help drive customer loyalty. In the meantime, your competitors will continue to fall short trying to figure out how to deliver on what has become the most defining aspect of business today — The Experience Promise. SponsorAcquia is the open source digital experience company. We provide the world’s most ambitious brands with technology that allows them to embrace innovation and create customer moments that matter. At Acquia, we believe in the power of community - giving our customers the freedom to build tomorrow on their terms. To learn more, visit acquia.com. |
Marketing
Adobe - TBA (11:00-11:30)Solutions B Adobe - TBA (11:00-11:30)OverviewComing soon. Sponsor |
Discover MarTech Theater
The New Omnichannel Stack (11:00-11:15am)The New Omnichannel Stack (11:00-11:15am)OverviewAfter this session, you'll be able to:
SponsorFounded in 2001 as "CMS Watch," we're a team of former practitioners who found traditional analyst reports too shallow and fawning-and decided to do something better. We set out to create a new kind of research and advisory firm, one that worked only for enterprise technology customers who wanted the real story about Digital Workplace and Marketing Technologies. At a time when half of all technology projects fail, we help you make the right decisions during the key, early stages of your investments. Since 2001, more than 3000 organizations around the world have used our research and advice to improve their business. Emerging Elements From The Periodic Table Of Email And Deliverability (11:20 - 11:35am) Emerging Elements From The Periodic Table Of Email And Deliverability (11:20 - 11:35am)OverviewSenior Editor Jennifer Cannon will discuss MarTech Today's first-ever Periodic Table of Email and Deliverability - a comprehensive new resource designed to guide you through the different elements required to keep your emails out of the spam folder and in the inbox...and mostly importantly, driving ROI! After this session, you'll be able to:
Sponsor |
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11:35-11:50 |
Break |
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11:50-12:30 |
Marketing
Operations Building Twitter's Demand Engine And Martech Stack Amisha Sud - Twitter Building Twitter's Demand Engine And Martech Stack 11:50 AM-12:30 PM (40min) SpeakersAmisha SudMarketing Manager, Twitter, @amisha_sudModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewHear 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:
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Marketing
Data Building the Data-Driven Customer Journey Christopher Penn - Trust Insights Building the Data-Driven Customer Journey 11:50 AM-12:30 PM (40min) OverviewIt'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:
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Marketing
Technology Benchmark Your Multi-channel Marketing Technology Stack To Thrive In 2020 And Beyond Benjamin Bloom - Gartner Benchmark Your Multi-channel Marketing Technology Stack To Thrive In 2020 And Beyond 11:50 AM-12:30 PM (40min) SpeakersBenjamin BloomSenior Director Analyst, Gartner, @bsbnycModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewSuccessful 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:
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Marketing
Orchestration Account Based Marketing: How Martech Can Help You Get More Engagement And Revenue Kelly Waffle - Hinge Account Based Marketing: How Martech Can Help You Get More Engagement And Revenue 11:50 AM-12:30 PM (40min) SpeakersKelly WaffleHead of Digital Strategy, Hinge, @KellyJWaffleModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewAccount 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:
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Marketing
A CDP Is Not Enough: The Customer Data Strategy Beyond The TechnologySolutions A A CDP Is Not Enough: The Customer Data Strategy Beyond The TechnologyOverviewWhether you're evaluating or have just purchased a CDP, the possibilities can feel endless. From improved team processes and cross-departmental collaboration to enabling real-time personalization and machine learning initiatives, getting the most out of your CDP means having the right customer data strategy in place. We'll help you turn your excitement about CDPs into action with a sensible guide to the CDP universe beyond the technology to ensure that you are
SponsorTealium connects customer data– spanning web, mobile, offline, and IoT devices— so brands can connect with their customers. Tealium’s turnkey integration ecosystem supports over 1,200 client-side and server-side vendors and technologies, empowering brands to create a unified, real-time customer data infrastructure. The Tealium Customer Data Hub encompasses tag management, an API hub, a customer data platform with machine learning, and data management solutions that make customer data more valuable, actionable, and secure. More than 1,000 businesses worldwide trust Tealium to power their customer data strategies. For more information, visit www.tealium.com. |
Marketing
How New England Biolabs Creates Experiences To Attract & Keep Loyal CustomersSolutions B How New England Biolabs Creates Experiences To Attract & Keep Loyal CustomersOverviewIt has been stated that customer experience is the source of all competitive advantage. And yet, in today's digital and ever-changing world, continually developing best-in-class customer experiences is no small feat. Join Tanya Waldroup, Associate Director of Marketing Technologies at New England Biolabs (NEB), as she explores how a company's values play a role in the development of their customer experiences, and how this, and the brand that they embody, can result in long-term customer loyalty. Attendees will learn about how to deploy AR and other innovative new mediums into conventional marketing methods, the role marketing technologies are playing to engage and better understand the needs of customers, and how NEB addresses the unique challenges created by the merging of B2B and B2C business models. SponsorSalesforce is the global leader in customer relationship management (CRM), bringing companies of every size and industry closer to their customers. Salesforce enables companies to leverage cloud, social, mobile, AI, and connected products to engage with their customers in new ways, all on one integrated platform that spans sales, service, marketing, commerce, communities, collaboration and industries. Salesforce is ranked #1 on Fortune’s World's Best Workplaces list and on Forbes world's most innovative companies. |
Discover MarTech Theater
Surprising Findings From The 2020 Martech Replacement Survey Surprising Findings From The 2020 Martech Replacement SurveyOverviewAs the marketing technology landscape and capabilities continue to evolve, organizations are on an ongoing quest to update and improve their martech stacks. In fact, the vast majority (83%) upgraded at least one martech application in the past year, according to MarTech Today's 2020 Martech Replacement Survey. To better understand the frequency and motivations behind organizational martech updates, we surveyed 398 digital marketers this past October –– during this panel, we will discuss some of the survey's most surprising findings. After this session, you'll be able to:
Sponsor |
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12:30-2:00 |
Lunch & Expo Hall Time
Lunch Presentation: How Yamaha Connects Directly With Their Customers
Lunch Presentation: How Yamaha Connects Directly With Their CustomersOverviewServing customers and their needs is the mission of Yamaha Corporation of America. In this session, Athan Billias, Marketing Technology Strategy Manager at Yamaha, will discuss how the organization determined the need for a customer data platform, specifically the Lytics CDP, in order to move individual customers through a continuous journey, serving them in the moment based on what they care about. SponsorLytics, the real-time customer data platform (CDP), helps organizations create a single view of their customers. Organizations can unify data and surface insights in order for marketers to deliver and automate a personalized journey based on customer behavior and preferences to improve overall efficiency and drive growth. Lytics enables some of the most innovative brands including Nestlé Purina, The Economist, AEG, Atlassian, Heineken, and Yamaha.
Lunch Presentation: Listen Up, Marketers! Analytics Should Be Your New Metrics
Lunch Presentation: Listen Up, Marketers! Analytics Should Be Your New MetricsOverviewOperational metrics, like opens and clicks, help marketers assess the performance of one-off and on-going campaigns. But by their very nature, metrics look at past performance. Worst of all, they provide minimal insight into what actually drove performance. This session is a call to arms to urge marketers to increase their focus on the use of analytics. Analytics, not metrics, can be used to uncover performance anomalies and struggles, enabling marketers to understand why content and campaigns either under- or over-perform. There are many analytics tools that help marketers improve customer experience and increase engagement, conversion and ROI. We'll cover how to initiate your marketing analytics journey and bring to life the opportunities for improved performance with several examples and use cases including the analysis of form and cart abandonment, journey paths, customer engagement, web and search behavior, and heat maps. SponsorAcoustic (formerly IBM Watson Marketing and Commerce) is the world’s leading independent marketing cloud. We dedicate all of our efforts to making marketers more successful. Acoustic serves an international client base of more than 3,500 brands, providing digital marketing, marketing analytics, customer experiences, content management, personalization and mobile. Learn more at: acoustic.com |
Marketing
Ensighten - TBASolutions A Ensighten - TBAOverviewTBA SponsorEnsighten is a global cybersecurity leader, offering next generation client-side protection against data loss, journey hijacking and intrusion. Through the Ensighten solution, organizations can access privacy risk and stop unauthorized leakage or theft of data, as well as complying with the CCPA, GDPR and other data privacy regulations. Ensighten’s MarSecTM platform protects some of the largest brands in the world from data leakage, whilst ensuring maximum web page performance. |
Marketing
Build Real-Time Relationships By Unifying Your Customer's Touch Points Across ChannelsSolutions B Build Real-Time Relationships By Unifying Your Customer's Touch Points Across ChannelsOverviewWith a wide array of marketing and analytics tools available, it has never been more possible to create customer-first experiences. These experiences require that you truly understand, engage, and delight your customers, and even a short delay or personalization failure can make or break the customer journey. This ultimate sweet spot-right message, right person, right time-requires access to the most accurate and up-to-date customer data. But real-time personalized experiences are no longer enough to foster healthy customer relationships. You also need to make sure you're respecting your customers' privacy-not only because of the changing regulatory environment but also because your customers expect to be treated with respect. We agree. This session will share the best practices across 20,000 Segment customers to power consistent and meaningful customer interactions across each tool in your stack. SponsorSegment is the customer data platform that developers and analysts love because of its elegant APIs and extensive partner ecosystem. As the single point of data collection and distribution, Segment puts customer data to work across hundreds of marketing and analytics applications. Segment is trusted by thousands of companies, including Atlassian, Bonobos, Instacart, Intuit and OpenTable. For more information visit segment.com. |
Discover MarTech Theater
Sendoso - TBA (12:40-12:55pm)Sendoso - TBA (12:40-12:55pm)OverviewTBA SponsorSendoso is the leading Sending Platform (SP). The fully integrated solution leverages automation and logistics so companies can easily source, store, ship, and measure ROI for everything they ever need to send: direct mail, physical gifts, plants, perishables, customer rewards, company swag, handwritten notes, gift cards, and anything else. By marrying technology with logistics, we help businesses rise above the noise and personalize outreach at scale. Sending is hard. But Sendoso is easy. Founded in 2017, Sendoso is headquartered in San Francisco. To learn more, please visit www.sendoso.com. Wrike - TBA (1:00-1:15pm) Wrike - TBA (1:00-1:15pm)OverviewTBA SponsorWrike is the collaborative work management solution that transforms the way marketing teams work together. By bringing everyone into a single digital workspace, teams can be insanely productive and achieve aggressive growth goals. Marketers can create and launch complex, integrated campaigns at scale across multiple channels and geographies. With Wrike, teams accelerate creative production, increase on-time delivery, and easily maintain brand consistency. WordPress VIP - TBA (1:20-1:35pm) WordPress VIP - TBA (1:20-1:35pm)OverviewTBA SponsorWordPress VIP is the leading provider of enterprise WordPress. We make it simple to create and deliver modern customer experiences at scale. Why is simplicity so important? The simpler your tools are, the more likely your team is to actually use them. And because WordPress VIP’s platform is completely customizable, you’ll get everything you need without paying a dime for shelfware. Learn more about the work we do with customers like Facebook, Microsoft, and Spotify at wpvip.com. How Engagio Uses Metadata.io To Drive Real Demand From Target Accounts (1:40-1:55pm) How Engagio Uses Metadata.io To Drive Real Demand From Target Accounts (1:40-1:55pm)OverviewLike most B2B marketing departments, Engagio was struggling with how and where to best source high quality top of funnel leads from their target accounts, efficiently. Engagio leveraged Metadata's new, AI-powered, autonomous demand generation platform to help them meet their goals. Results were a 63% leads-from-target-accounts rate, and a 29x pipeline ROI. Come learn how they did it! SponsorMetadata.io is an autonomous demand gen platform that uses AI to optimize B2B campaigns to outcomes that CMOs care about, at unbelievable scale. Metadata’s patented AI technology takes control of your existing marketing tech to run proper account-based marketing: identifies your ideal customer profile, builds custom audiences from your target accounts, then automatically deploys campaigns at scale to deliver a predictable, qualified inbound lead flow and pipeline. Customers like Zoom, Sendoso, Udacity and Zendesk trust Metadata as their ABM technology partner, and we were just rated #1 in Satisfaction and ROI Payback in the latest G2 ABM Execution Report. |
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2:00-2:40 |
Marketing
Operations How Tech-Enabled SLAs Foster Positive Collaboration Across Marketing, Sales, And Service Matt Desilet - Lola.com How Tech-Enabled SLAs Foster Positive Collaboration Across Marketing, Sales, And Service 2:00 PM-2:40 PM (40min) SpeakersMatt DesiletSenior Marketing Manager, Lola.com, @dezpoint0ModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewPicture 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:
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Marketing
Data Second Party Data: What It Is, How It Works, And Why You Need It David Raab - Raab & Associates Second Party Data: What It Is, How It Works, And Why You Need It 2:00 PM-2:40 PM (40min) OverviewAs 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:
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Marketing
Technology Efficient And Unified Enterprise Workflow To Enable Marketing Steve Scotkin - Thomson Reuters Efficient And Unified Enterprise Workflow To Enable Marketing 2:00 PM-2:40 PM (40min) SpeakersSteve ScotkinSenior Director, Marketing Technology, Thomson ReutersModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewConsistency 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:
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Marketing
Orchestration Conversational Marketing Orchestration: How To Humanize The Digital CX Rinoti Amin - Malwarebytes Jeff Eckman - Blue Green Brands, BGC Conversational Marketing Orchestration: How To Humanize The Digital CX 2:00 PM-2:40 PM (40min) SpeakersRinoti AminDirector of Growth, Engagement & Retention, MalwarebytesJeff EckmanCEO, Blue Green Brands, BGC, @bluegreenbrandsModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewRegardless 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:
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Marketing
Arm Treasure Data - TBASolutions A Arm Treasure Data - TBAOverviewComing soon. SponsorArm Treasure Data enterprise Customer Data Platform (CDP) unifies data from multiple sources - online, offline, IoT and device generated data - and empowers enterprises to disrupt their markets with superior customer experiences. Our customers are creating transformational customer relationships by connecting the data dots with our CDP. Arm Treasure Data is fully owned by Arm Holdings and has a global customer base of over 300 enterprises including Fortune 500 and Global 2000 companies. Our clients manage over 130 trillion records, resulting in more predictable and profitable business results |
Marketing
Why Real-Time Really MattersSolutions B Why Real-Time Really MattersOverviewStaying relevant is harder than ever. Decades of irrelevant messages have driven consumers to disengage — we've trained them to ignore us, and question the value of our outreach. CX pros have helped companies atone for previous sins, bringing the concept of "relevance" front-and-center - but how relevant can you be, making decisions with stale data? Just a few minutes of lag time is a lifetime… the market moves too fast, and customers quickly move on. In this session, we'll discuss Why Real-Time Really Matters, and explore how truly disruptive companies are raising the bar for customer experience, right now — leveraging AI to power millions of decisions per day, for hundreds of thousands of customers, across dozens of channels, all in less than 200 milliseconds. Key Takeaways
SpeakersAndrew LeClairProduct Marketing Manager, Decision Sciences, PegasystemsMatt NolanSr. Director of Product Marketing, Decision Sciences, PegasystemsSponsorWith 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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Women In Martech: Careers, Technology, Challenges (2:00-2:35pm)Women In Martech: Careers, Technology, Challenges (2:00-2:35pm)OverviewAccording to a salary survey conducted by MarTech Today and Chiefmartec.com, the salary gap between women and men working in martech shows no signs of closing. Not only are women earning less for their work, nearly twice as many women than men reported that it had been more than five years since their last promotion. These problems are not isolated to the martech industry, but to to marketing industry as a whole. It's our responsibility to do what we can to fix a system that is clearly broken. The Women in Martech panel will address the issues that impact women's work and offer guidance for men who want to be part of the solution. During this session, you will hear:
SpeakersAmy GesenhuesSenior Editor, Third Door MediaAnita BreartonFounder/CEO, CabinetMKelly HortonPrincipal Engineer, Marketing Operations & Technology, ROOMNancy DuartePrincipal, Duarte, IncSponsor |
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2:40-3:10 | Break |
Discover MarTech Theater
Double Your Sales Performance: Lessons From The Accounting Office. Wait...What?! (2:45-3:00pm)Double Your Sales Performance: Lessons From The Accounting Office. Wait...What?! (2:45-3:00pm)OverviewThe SALT Group is a leading US-based financial analysis organization that provides clients with operating cost and expense reviews. The Salt Group's VP of Business Development was tasked with doubling sales operations performance to hit aggressive sales goals. With an objective like that, the immediate reaction is, 'Where do I start?' In this case study session, VanillaSoft CMO Darryl Praill will review the operational changes implemented across the sales and marketing organization, and share the challenges and the outcomes that resulted from them, including:
SponsorVanillaSoft, the industry’s most successful sales engagement platform, helps sales development teams engage over 10,000,000 contacts every month. Used standalone, or in combination with existing traditional CRM systems, VanillaSoft empowers sales reps to respond to new leads faster, interact with leads more consistently, across more channels, and generate more qualified sales opportunities. Globally, thousands of users employ VanillaSoft’s queue-based sales engine and intellective routing to implement sales cadence automation resulting in substantial gains in speed-to-lead, persistency, productivity and revenue-per-rep. VanillaSoft is a privately held company headquartered in Plano, Texas, USA. To learn more, visit www.vanillasoft.com. |
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3:10-3:50 |
Marketing
Operations Platform, Processes, Or People? How To Diagnose And Heal Your Martech Pain Sara McNamara - Cloudera Platform, Processes, Or People? How To Diagnose And Heal Your Martech Pain 3:10 PM-3:50 PM (40min) SpeakersSara McNamaraSenior Marketing Operations Manager, Cloudera, @ifeellikemacmacModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewWhen 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:
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Marketing
Data The Data Framework: How To Create A Data Strategy For A Global Marketing Organization Teresa Joy - Autodesk Sam Melnick - Allocadia The Data Framework: How To Create A Data Strategy For A Global Marketing Organization 3:10 PM-3:50 PM (40min) SpeakersTeresa JoyVP Marketing Technology and Operations, AutodeskSam MelnickVP, Market Insights and Growth, Allocadia, @SamMelnickModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewMarketing'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:
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Marketing
Technology Privacy, Security, Prison - Pick Two Dan McGaw - Effin Amazing Privacy, Security, Prison - Pick Two 3:10 PM-3:50 PM (40min) SpeakersDan McGawCEO, Effin Amazing, @danielmcgawModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewTBA |
Marketing
Orchestration Driving Sales Performance With A State-Of-The-Art Data & Tech Orchestration Strategy Paul Green - Extreme Networks Driving Sales Performance With A State-Of-The-Art Data & Tech Orchestration Strategy 3:10 PM-3:50 PM (40min) SpeakersPaul GreenDirector, Marketing Technologies, Extreme NetworksModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewIf 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:
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Marketing
Building A Martech Stack From Scratch — And How We Are Doing ItSolutions A Building A Martech Stack From Scratch — And How We Are Doing ItOverviewBuilding a marketing technology stack for your organization can be an overwhelming initiative — especially when you design, develop and stand-up your stack from scratch. The need for greater integration across marketing technologies and data sources, and alignment with sales and other departments is more important than ever. Getting your Martech stack right is critical to successfully achieving your marketing and overall business goals. As you prepare for how your organization will succeed in 2020 and beyond, alignment of your marketing technology plans with your actual marketing and business is paramount. Join this session to learn:
SponsorAcoustic (formerly IBM Watson Marketing and Commerce) is the world’s leading independent marketing cloud. We dedicate all of our efforts to making marketers more successful. Acoustic serves an international client base of more than 3,500 brands, providing digital marketing, marketing analytics, customer experiences, content management, personalization and mobile. Learn more at: acoustic.com |
Marketing
Building An Omnichannel Customer View: How One Retailer Levels The Playing Field With AmazonSolutions B Building An Omnichannel Customer View: How One Retailer Levels The Playing Field With AmazonOverviewLike many brands, Planet Blue - an apparel retailer with ecommerce and brick-and-mortar stores - must find innovative ways to engage and influence customers across channels to compete with retail giants 100x their size. In this session, Planet Blue SVP of Marketing and Digital Commerce, Dan Brewster, discusses how and why he implemented a customer data platform (CDP) to build an omnichannel view of the customer that combines the power of online behavioral data, POS data, and predictive LTV (lifetime value) modeling to create more value for the brick-and-mortar side of the business - all without the help of additional business intelligence professionals, data scientists, or analysts. In this session, you'll learn:
SponsorBlueConic, the world’s leading customer data platform, liberates marketers’ first-party data from all the disparate systems in which it exists, and makes it available wherever and whenever it is required for marketing. Nearly 300 brands, including Hearst, Moen, T-Mobile, ING, America’s Test Kitchen, and American Kennel Club, leverage BlueConic to unify their first-party customer data into robust, person-level profiles, and then activate it across their marketing ecosystem. Founded in 2010, the company is headquartered in Boston, with offices in Europe. |
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Leveraging The Gig Economy In Martech (3:10-3:45pm)Leveraging The Gig Economy In Martech (3:10-3:45pm)OverviewYou might not need marketers to be at your workplace everyday. Upwork statistics show that the independent workforce is growing three times faster than the total US working population. Going by the current growth rate, more than 50% of the US workforce will be on gig economy by 2027 and this trend will become global over time. This means that within this decade, you will be able to leverage marketers and technologists from around the world in the form of gigs, based on what you exactly need at any point in time. If you do, you'll have to invest in a core martech stack that will enable gig workers from any part of the world to plug into your system, personalize local experiences, and interact with local customers in real time. After this session, you'll be able to:
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3:50-4:20 | Break |
Discover MarTech Theater
Acxiom - Solving The Enterprise Identity Challenge (3:55-4:10pm)Acxiom - Solving The Enterprise Identity Challenge (3:55-4:10pm)OverviewA major financial services brand sought to better understand customers and design an enterprise identity solution that allowed them to deliver the right message to the right person anywhere, anytime. The first step was to establish Acxiom Real Identity as the foundation across the entire customer lifecycle. All identifiers were mapped and connected into a brand-specific identity framework with adjustable levers for the unique needs of the business across multiple lines of business. By creating an ever-evolving customer profile that maintains identity over time, the brand delivers seamless, consistent messages and experiences to customers driving significant revenue increases and ROI. SponsorAcxiom 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. |
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4:20-5:00 |
AFTERNOON PIONEERS KEYNOTE:The Distracted Customer: How To Connect The Dots Between Martech, Marketing Operations And Customer Distractions Brian Solis - @BrianSolis The Distracted Customer: How To Connect The Dots Between Martech, Marketing Operations And Customer Distractions 4:20 PM-5:00 PM (40min) SpeakersBrian SolisAuthor, @BrianSolis, @briansolisModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewEvery day, your customer lives a digital ritual of sharing and consuming web, mobile, and social content for both work and play. The cycle is proving to be both productive and disruptive. Without empathy - real empathy - marketers are only adding to the chaos. When customers are open to input on their next purchase, marketers have a real opportunity to deliver something truly special: Genuinely helpful assistance. But what does that look like? Attend Brian's keynote for:
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Marketing
Solutions A |
Marketing
Creating A Data-driven Mindset For Marketing Analytics And InsightsSolutions B Creating A Data-driven Mindset For Marketing Analytics And InsightsOverviewAutodesk makes software for people who make things. In order to support their diverse customer base across numerous product lines, their marketing team leverages multiple platforms and data sources to make sure they are connecting with customers with the right message, at the right time, in their preferred channel. By integrating digital marketing campaign performance data, Autodesk was able to create a data-driven culture founded on daily collection and measurement, accessibility, and alignment of key KPIs across stakeholders. The building blocks of this approach requires granular data that enables flexibility for new performance metrics and visualizations that account for the changing business landscape. Join this session to learn how Autodesk is using Datorama to harmonize siloed data, visualize it, and uncover actionable insights to optimize campaigns and make investments that drive growth for their business. They will also cover a few lessons learned along the way to improve data collection, management, and accuracy. SponsorSalesforce is the global leader in customer relationship management (CRM), bringing companies of every size and industry closer to their customers. Salesforce enables companies to leverage cloud, social, mobile, AI, and connected products to engage with their customers in new ways, all on one integrated platform that spans sales, service, marketing, commerce, communities, collaboration and industries. Salesforce is ranked #1 on Fortune’s World's Best Workplaces list and on Forbes world's most innovative companies. |
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The Right Way To Buy Marketing Technology (4:20-4:35pm)The Right Way To Buy Marketing Technology (4:20-4:35pm)OverviewAfter this session, you'll be able to:
SponsorFounded in 2001 as "CMS Watch," we're a team of former practitioners who found traditional analyst reports too shallow and fawning-and decided to do something better. We set out to create a new kind of research and advisory firm, one that worked only for enterprise technology customers who wanted the real story about Digital Workplace and Marketing Technologies. At a time when half of all technology projects fail, we help you make the right decisions during the key, early stages of your investments. Since 2001, more than 3000 organizations around the world have used our research and advice to improve their business. Get The Right Vendor Short-List (4:40-4:55pm) Get The Right Vendor Short-List (4:40-4:55pm)OverviewAt the end of this session, you’ll be able to:
SponsorFounded in 2001 as "CMS Watch," we're a team of former practitioners who found traditional analyst reports too shallow and fawning-and decided to do something better. We set out to create a new kind of research and advisory firm, one that worked only for enterprise technology customers who wanted the real story about Digital Workplace and Marketing Technologies. At a time when half of all technology projects fail, we help you make the right decisions during the key, early stages of your investments. Since 2001, more than 3000 organizations around the world have used our research and advice to improve their business. |
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5:00-6:00 |
Marketing
Blueshift - TBA (5:05-5:35pm)Solutions A Blueshift - TBA (5:05-5:35pm)OverviewComing soon. SponsorSan Francisco-based Blueshift is the leading AI-powered Customer Data Platform. Its patented AI technology empowers marketers to deeply understand their customer data, and orchestrate 1:1 campaigns across multiple channels. Leading consumer brands such as LendingTree, Udacity, IAC, and the BBC use Blueshift to increase customer engagement and revenue. The company is backed by prominent venture capital firms including Storm Ventures and Nexus Venture Partners. |
Marketing
Experiences Everywhere: How To Create Marketing Your Audience Demands (5:05-5:35pm)Solutions B Experiences Everywhere: How To Create Marketing Your Audience Demands (5:05-5:35pm)OverviewMarketing has become a bad word lately. Audiences are tired of the endless spam and are looking for experiences that are authentically human. Join us for "Experiences Everywhere" and learn how companies are transforming their marketing by delivering engaging digital experiences that their audiences demand, not try to get away from. In this session, you will learn:
It's time to stop generating demand and start being in demand. SponsorON24 is on a mission to redefine how organizations engage with their audiences, powering interactive, data-rich webinars and content experiences that help people connect on a more human level and make smarter business decisions. Through the ON24 Platform, marketers can create live, always on, and personalized digital experiences, understand audience behavior and turn that intelligence into action. Informed by more than a billion engagement minutes -- including 12 million polls, 1.3 million surveys, 1.5 million conversations, and conversion of over 17 million resources -- marketers drive more revenue from ON24 webinars than any other digital channel. Headquartered in San Francisco, ON24 has a wide global footprint with eight offices in key regions, including London, Munich, Singapore, Stockholm and Sydney. For more information, visit https://www.on24.com. |
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Validity - TBA (5:00-5:15pm)Validity - TBA (5:00-5:15pm)OverviewTBA SponsorBased in Boston’s Back Bay, Validity is one of the fastest growing tech companies in the US. Validity software is trusted by thousands of organizations worldwide to manage customer data, maintain quality data within Salesforce, verify email addresses for critical consumer apps, and assess their data for more effective growth. If you need more effective marketing campaigns, you need better data, verified emails, and data quality solutions to drive your future growth. Unifying The Customer Experience Across The Enterprise [Live Demo] (5:20-5:35pm) Unifying The Customer Experience Across The Enterprise [Live Demo] (5:20-5:35pm)OverviewToday's fast-moving economy requires business leaders to think proactively, act strategically, and perform optimally to keep up with customer demand and stave off competition. But many organizations are either struggling to realize the power of their marketing technology investments or need help finding the right solutions. In this presentation, you will hear how organizations are using integrated, scalable solutions to accelerate business growth and increase customer engagement. Learn how the 5 pillars of the marketing technology stack: Customer Data, Content Management, Marketing Automation, Digital Commerce, and Analytics impact customer experience and drive successful outcomes. Business and marketing leaders will benefit from this presentation. SponsorGeekHive is a marketing technology consultancy that helps clients digitally evolve and realize the full value of their marketing technology investments. Reinforcing its solid foundation in technology implementation and integration with customer-focused strategy, GeekHive offers transformative solutions that accelerate business value and create world-class digital experiences. Visit www.geekhive.com. |
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6:15-9:00 |
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7:30-9:00 |
Breakfast & Registration Come pick up your badge and conference materials, then head up to the breakfast keynote. |
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8:15-8:45 |
Breakfast Keynote: Preference Management: Delivering a Personalized User Experience in the Age of Privacy
Stephanie Hanson - OneTrust PreferenceChoice Breakfast Keynote: Preference Management: Delivering a Personalized User Experience in the Age of PrivacyOverviewPrivacy laws shine a spotlight on the growing customer demand for privacy. But complying with the CCPA, GDPR and can cause major challenges for marketers that may impact user experience. But how can marketers see privacy laws as an opportunity to delight the customer? How can marketers build preference centers that are not only compliant, but allow users to customize their user experience and give you the first-party data you need to better deliver for your customers? This session will answer those questions and show how to create on-brand and user-centric marketing experiences that also comply with the globe's privacy laws. Key Takeaways:
SponsorOneTrust is the largest and most widely used dedicated privacy management technology platform used by more than 2,000 customers, including 200 of the Global 2,000, for compliance with global data privacy regulations, including the GDPR, CCPA, ePrivacy and more. OneTrust helps organizations implement global privacy requirements, including Data Protection by Design and Default (PbD), Data Protection Impact Assessments (PIA/DPIA), Vendor Risk Management, Incident and Breach Management, Records of Processing (Data Mapping), Consent Management, Cookie Consent Banners, GDPR Data Subject Rights and CCPA Consumer Rights. To learn more, visit OneTrust.com. |
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9:00-10:15 |
MAIN STAGE KEYNOTES:Driving Value Through A Martech Maturity Framework Rohit Prabhakar - Thomson Reuters How The CMO Thinks About Martech And Marketing Operations Tracy Eiler - InsideView Heidi Melin - Workfront Denise Persson - Snowflake The Context Marketing Revolution: How To Motivate Buyers In The Age Of Infinite Media Mathew Sweezey - Salesforce Driving Value Through A Martech Maturity Framework 9:00 AM-10:15 AM (1 hr 15 min) SpeakersRohit PrabhakarVP, Digital Marketing & E-Commerce, Thomson Reuters, @RohitPrabhakarModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewAs today's marketing operations leaders assemble an organization's martech stack, it's often difficult to measure the ROI of those investments. Without a reliable benchmark, interpretation of ROI can be ambiguous and lead to premature divestiture or strategy shifts. A strong marketing technology strategy accelerates digital transformation and rich customer experiences and requires marketers and digital practitioners to adapt a data-driven and automation-based skillset. An effective framework will help you plot your organization's martech maturity and offers strategic guidance. Using the model, you'll better understand where you are today and will enable your organization to use a common language and set targets for adopting a continuum of people, process and technology, as well as help you evolve through defined stages of maturity. Attend this session to learn how the framework can help you:
How The CMO Thinks About Martech And Marketing Operations 9:00 AM-10:15 AM (1 hr 15 min) SpeakersTracy EilerCMO, InsideViewHeidi MelinCMO, WorkfrontDenise PerssonCMO, SnowflakeModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewIn this session, you'll go learn what the CMO thinks are the most compelling vs. frustrating aspects of martech and marketing operations. You'll see how the CMO thinks about how to structure their departments and leadership teams to build effective organizational capabilities, and what do they look for in a head of marketing or a head of marketing operations. Attend this panel to understand the difference between success and disappointment in martech and marketing ops functions from the CMO perspective including:
The Context Marketing Revolution: How To Motivate Buyers In The Age Of Infinite Media 9:00 AM-10:15 AM (1 hr 15 min) SpeakersMathew SweezeyPrincipal of Marketing Insights, SalesforceModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewIn a world of infinite media, content is now a commodity, making it impossible to stand out from the pack. Yet high-performing marketers are breaking through the noise repeatedly with 10X multiples or more. Join Mathew, author and futurist as he showcases the magic harvested from 11,000 brands, revealing for the first time the new idea of context-based marketing that's being adopted by these high performers -- and changes you need to make to break through and motivate action. Key takeaways include:
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10:00-10:55 |
Refreshments & Expo Hall Time |
Marketing
How Financially Savvy Marketers Become Confident Marketers (10:20-10:50)Solutions A How Financially Savvy Marketers Become Confident Marketers (10:20-10:50)OverviewBrand ambassadors, magic story tellers, data wizards...Modern marketers are expected to be all this and more, requiring teams to be skilled in many disciplines in order to drive business impact. However, one area that is often overlooked or underrated — and yet so crucial — is the ability to effectively manage how they invest the dollars which fuel that work. This is unfortunate because savvy marketers argue this skill and the discipline around it have the power to bring them the most confidence in their program decisions. In this presentation, marketing operations leaders from MobileIron will share the lessons they've learned along their journey of establishing effective financial management tools and processes. You will leave this session with proven strategic and tactical initiatives to:
SpeakersLinlin LiVP, Operations, MobileIronSreevidya KasturilDirector, Marketing Operations, MobileIronYun FanDirector, Data Science and Analytics, MobileIronSam MelnickVP, Market Insights and Growth, AllocadiaSponsorAllocadia's Run Marketing Platform gives marketers the confidence to know where to invest their next dollar. The recognized leader in Marketing Performance Management (MPM), Allocadia enables marketers to plan strategically, invest with purpose,measure the performance of their activities, and ultimately improve marketing's impact on the business. This gives marketers the ability to drive greater performance, increase ROI and improve alignment with corporate goals. Companies like Microsoft, GE Healthcare, Box and Charles Schwab manage more than $25 billion marketing dollars within Allocadia, which enables them to save up to 40% of the time they spend on budgeting and planning as well as double their pipeline-to-spend ratio and ROI. Learn how to #RunMarketing at Allocadia.com. |
Marketing
How Demandbase Strengthens Its Funnel Using ABM Education And Martech Integrations (10:20-10:50)Solutions B How Demandbase Strengthens Its Funnel Using ABM Education And Martech Integrations (10:20-10:50)OverviewAccount-based marketing leader Demandbase has elevated ABM to mainstream popularity among B2B marketers. A key driver of the company's success in establishing the ABM category - beyond its products - has been its ABM Certification workshops, which educate marketers on how to launch and refine an ABM strategy. To scale these knowledge-sharing experiences beyond live events, Demandbase launched online versions of its ABM Certification series in 2018. Unfortunately, the technologies weren't integrated, so they initially required tons of manual data migration, leading to lost team productivity and the inability to automate any real-time experiences. In this session you'll learn how Demandbase incorporated integration and automation into its strategy to support its ABM Certification program by using Tray.io's General Automation Platform to:
SponsorTray.io’s leading General Automation Platform is the growth engine that empowers citizen automators to easily build powerful, flexible, scalable workflows with clicks or code. Drive rapid business growth by integrating your entire revenue stack and instantly orchestrating complex business processes with automation. The Tray Platform is trusted by revenue leaders at enterprises and rapidly-growing firms such as Arm Holdings, FICO, Outreach, AdRoll, Segment, and more. For more information, visit www.tray.io |
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Resonate - TBA (10:40-10:55am) Resonate - TBA (10:40-10:55am)OverviewTBA Sponsor |
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10:55-11:35 |
Marketing
Operations How To Structure Your Marketing Ops Team And Stack For Success Kelly Horton - ROOM How To Structure Your Marketing Ops Team And Stack For Success 10:55 AM-11:35 AM (40min) SpeakersKelly HortonPrincipal Engineer, Marketing Operations & Technology, ROOM, @KellyJoHortonModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewWe'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:
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Marketing
Data Making The Switch: Seamlessly Migrating Marketing Platforms In 4 Easy Steps Erin Alemdar - Whereoware Signe McKie - CaringBridge Making The Switch: Seamlessly Migrating Marketing Platforms In 4 Easy Steps 10:55 AM-11:35 AM (40min) SpeakersErin AlemdarSenior Digital Strategist, Whereoware, @erin_alemdarSigne McKieEmail and Digital Marketing Specialist, CaringBridgeModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewIn 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:
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Marketing
Technology How To Apply Machine Learning To Lead Scoring Francesca La O - DocuSign Guan Wang - DocuSign How To Apply Machine Learning To Lead Scoring 10:55 AM-11:35 AM (40min) SpeakersFrancesca La OSenior Director, Analytics and Operations, DocuSignGuan WangDirector, Marketing Analytics, DocuSignModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewTransitioning 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:
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Marketing
Orchestration Powering the Customer-Centric Marketing Journey Priya Rajan - DataVisor Powering the Customer-Centric Marketing Journey 10:55 AM-11:35 AM (40min) SpeakersPriya RajanVP and Head of Marketing, DataVisorModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewLike 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:
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Marketing
Red Point Global - TBASolutions A Red Point Global - TBAOverviewTBA SponsorRedpoint 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. |
Marketing
Solutions B |
Discover MarTech Theater
If You Want To Be Agile, You May Need To Change Your Company's Culture (11:00-11:35am)If You Want To Be Agile, You May Need To Change Your Company's Culture (11:00-11:35am)OverviewAt the end of this session, you'll be able to:
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11:35-11:50 |
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11:50-12:30 |
Marketing
Operations Marketing Operations Strategy: Purpose, Platforms, People, Process Stefano Fanfarillo - Boston Consulting Group Marketing Operations Strategy: Purpose, Platforms, People, Process 11:50 AM-12:30 PM (40min) SpeakersStefano FanfarilloPartner and Director, Personalization & Digital Marketing, Boston Consulting GroupModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewWhat 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:
Audit and Manage Marketing Technology Platforms:
Hire and Train Your People:
Develop and Implement Process:
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Marketing
Data The Beauty of The Beast: How To Optimize Your Monstrous Martech Stack Helen Abramova - Verizon Business Group Matthew Gomez - Laureate Online Education The Beauty of The Beast: How To Optimize Your Monstrous Martech Stack 11:50 AM-12:30 PM (40min) SpeakersHelen AbramovaMarketing Technology Lead, Verizon Business Group, @lena_abrMatthew GomezSenior Manager, Marketing Operations, Laureate Online EducationModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewEver-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:
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Marketing
Technology Making Chatbots More Portable, Scalable and Reusable Seth Earley - The AI-Powered Enterprise Making Chatbots More Portable, Scalable and Reusable 11:50 AM-12:30 PM (40min) SpeakersSeth EarleyAuthor, The AI-Powered Enterprise, @SethEarleyModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewIn 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:
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Marketing
Orchestration How APIs Help Modern Marketers Meet (And Exceed) Customer Expectations Rishi Dave - Vonage How APIs Help Modern Marketers Meet (And Exceed) Customer Expectations 11:50 AM-12:30 PM (40min) SpeakersRishi DaveCMO, Vonage, @RishiPDaveModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewCustomer 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:
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Marketing
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Marketing
Solutions B |
Discover MarTech Theater
Emerging Elements From The Periodic Table Of Email And Deliverability (11:50-12:05)Emerging Elements From The Periodic Table Of Email And Deliverability (11:50-12:05)OverviewSenior Editor Jennifer Cannon will discuss MarTech Today's first-ever Periodic Table of Email and Deliverability - a comprehensive new resource designed to guide you through the different elements required to keep your emails out of the spam folder and in the inbox...and mostly importantly, driving ROI! After this session, you'll be able to:
SponsorThe New Omnichannel Stack (12:10-12:25) The New Omnichannel Stack (12:10-12:25)OverviewAfter this session, you'll be able to:
SponsorFounded in 2001 as "CMS Watch," we're a team of former practitioners who found traditional analyst reports too shallow and fawning-and decided to do something better. We set out to create a new kind of research and advisory firm, one that worked only for enterprise technology customers who wanted the real story about Digital Workplace and Marketing Technologies. At a time when half of all technology projects fail, we help you make the right decisions during the key, early stages of your investments. Since 2001, more than 3000 organizations around the world have used our research and advice to improve their business. |
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12:30-2:00 |
Lunch, Expo Hall Time
Lunch Presentation: TBA
Lunch Presentation: TBAOverviewTBA SponsorPantheon is the website operations platform top developers, marketers, and IT use to build, launch and run all their Drupal and WordPress websites. Pantheon includes all of the tools professional developers need to build best-practice sites—like staging environments, version control, backups, and workflows. Powering over 200,000 sites and billions of pageviews a month, Pantheon’s container-based infrastructure allows you to launch websites faster, without worrying about traffic spikes, security, or performance. It’s free to develop your site on Pantheon, you only pay once your site goes live. You can scale your site on the same infrastructure from day one, and never touch a server again. For more information, visit www.pantheon.io.
Humanity Wins
Humanity WinsOverviewBreakthrough the digital sameness in today's market to win the hearts and minds of your audienceHumans have been communicating face-to-face for 150,000 years but the last 50 have seen advancements in technology that are only pushing us further apart. Brands need to rehumanize how they engage with their audiences and bring back some of the fundamental principles of communication-and put human connection front and center. The brands doing this and doing it well are using content to embed story and human elements into the value exchange with their audiences. This means humanizing rich media, emerging digital content formats, and exploring new approaches to traditional content and content operations technology to perform at the level that new media personalization requires. In this session, you will learn:
SponsorAprimo provides digital solutions for content, operations, and performance that enable enterprises to optimize their brand experiences and the resources they use to deliver them. Our platform gives enterprises the advantage by streamlining and governing all the behind-the-scenes activities – from ideation to distribution – involved in delivering exceptional brand experiences. |
Marketing
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2:00-2:40 |
Marketing
Operations Marketing Ops In 2020: From Tactical To Strategic Sean Hiss - Hitachi Vantara Helena Lewis - National Instruments Sam Melnick - Allocadia Jenifer Salzwedel - Poly Marketing Ops In 2020: From Tactical To Strategic 2:00 PM-2:40 PM (40min) SpeakersSean HissChief of Staff to the CMO, VP Marketing, Hitachi VantaraHelena LewisChief - Marketing Operations and Technology, National InstrumentsSam MelnickVP, Market Insights and Growth, Allocadia, @SamMelnickJenifer SalzwedelSenior Director, Marketing Operations & Enablement, PolyModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewThis all-star panel of marketing operations leaders answers candid questions about their work and challenges including:
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Marketing
Data Marketing Attribution: Where Budgets Go to Die Mike McKinnon - LogRhythm Marketing Attribution: Where Budgets Go to Die 2:00 PM-2:40 PM (40min) SpeakersMike McKinnonSr. Director, Global Marketing Operations, LogRhythmModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewThe 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:
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Marketing
Technology How and Why Lyft Created Their Own Machine Learning Powered Marketing Automation Platform Ajay Sampat - Lyft How and Why Lyft Created Their Own Machine Learning Powered Marketing Automation Platform 2:00 PM-2:40 PM (40min) SpeakersAjay SampatEngineering Manager, Growth, Lyft, @asampatModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewIf 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:
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Marketing
Orchestration The Journey To Decentralization at Scale Alexandre Pelletier - Perkuto Elise Perachio - University of Washington The Journey To Decentralization at Scale 2:00 PM-2:40 PM (40min) SpeakersAlexandre PelletierCEO, Perkuto, @apelletierElise PerachioDirector, Digital Engagement, University of WashingtonModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewThe 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:
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CLOSING KEYNOTE:Make Data Stick Through Duarte DataStory Nancy Duarte - Duarte, Inc Make Data Stick Through Duarte DataStory 2:50 PM-3:30 PM (40min) SpeakersNancy DuartePrincipal, Duarte, Inc, @nancyduarteModeratorScott Brinker Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartecOverviewData is everywhere. How could you have known -- even a decade ago -- that it would ooze into almost every function of your life as a marketer? "Crunching the numbers" is now a must-have on your resume... when here, you thought you signed up for a different role. Yet, if you overlay a story lens on that data, a lovely narrative arises out of it. Story frameworks help suss out emotion that's already in your data and humanizes it in meaningful ways. This helps push internal initiatives along and bonds customers to your brand. Nancy's keynote, based on the research of thousands of data slides across multiple global organizations, uncovers how the best brands frame, display and amplify their data through story. Attend this keynote to learn:
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