APRIL 3-5, 2019 | SAN JOSE CONVENTION CENTER | SAN JOSE, CA

Expanded & Mobile Agenda

Calendar

Pre-Conference Workshops - Wednesday, April 3rd

1:00 PM-5:00 PM (Additional Fee Applies)

The Right Way To Buy Marketing Technology

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    Workshops

Presented by Tony Byrne

Overview

Nearly everyone attending MarTech is planning to implement a new technology solution in the next year. But what are best practices for evaluating technologies, choosing vendors, and getting your colleagues on board with the process? Tony Byrne will answer those questions and more in this in-depth workshop. Learn More.

Using CDP to Make the Most of Your Customer Data

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Presented by David Raab

Overview

Most marketers, if you really push them, admit that their data is a mess. If you’re one of them, join David Raab for a comprehensive dive into customer data platforms: what are they, why you need one, choosing the right solution, and preparing the business case for adoption. Learn More.

Agile Marketing Advantage

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Presented by Andrea Fryrear

Overview

The pace of marketing is accelerating. And marketing teams need to keep pace. This workshop will show you how to do just that! Marketing pioneer Andrea Fryrear will show you how adopting “agile” and “lean” methods will lead to better marketing results. Learn More.

Creating Connected Experiences

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Presented by Jeff Cram

Overview

Want to get the full payoff from your marketing technology investments? Aligning them with your customer experience strategy and digital execution. Attend this workshop for practical frameworks and models to identify and fix cracks in your digital customer experience. Learn More.

Building a Badass Marketing Team with Talent Optimization

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Presented by Erica Seidel

Overview

Great marketing results start with a great marketing team. How do you know that the team you have in place is capable of achieving optimal results? Attend this workshop to learn a Talent Design & Optimization framework so you can strategically design your team, align team members to your culture and goals, hire purposefully, and manage the team smartly as your business grows. Learn More.

Calendar

Full Conference Agenda - Wednesday, April 3rd

4:15-5:00

Speed Networking

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    General

Overview

Kick off MarTech with a lightning round of speed networking. You'll meet random All Access pass holders, and have an opportunity to forge new bonds before the show gets started! (Open to All Access pass holders only.)

5:00-7:00

Opening Reception

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    General

Overview

Connect with fellow All Access pass holders for cocktails, snacks, and the Stackies! From 5:15-5:45, we will celebrate everyone who participated and award trophies to the five best entries. After that, it's time to open the Expo Hall and mingle with the many market-defining vendors setting up shop.

Datorama, a Salesforce Company - TBA

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Presented by:

Overview

TBA

Sponsor

Datorama, a Salesforce company, is the leading cloud-based, AI-powered marketing intelligence and analytics platform for enterprises, agencies and publishers. Marketers use Datorama to bring together all of their data and take action on insights to optimize every marketing investment and activity. Datorama enables more than 3,000 leading global agencies and brands–including PepsiCo, Ticketmaster, Trivago, Unilever, Pernod Ricard and Foursquare–to optimize marketing campaigns, automate reporting and make data-driven decisions faster.

To learn more about Datorama, please visit: https://datorama.com/.

Digitally Transforming CX - Meeting Clients at THEIR Moment of Need

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Overview

By 2020, 85% of all customer engagement will take place without the aid of a human... so how are leading organizations achieving this via the digital transformation of their customer engagement? Embracing clients at their moments of need is more crucial than ever before... Join us as we examine how our clients provide meaningful business impact and win in the highly-competitive battleground of customer experience. Discover the digital tools - Chatbot, Personalized Video, Mobile and Self-Service - that are enabling customer-obsessed organizations to embrace new market opportunities and exceed customer expectations.


Sponsor

Pitney Bowes is a global technology company powering billions of transactions – physical and digital – in the connected and borderless world of commerce. Clients around the world, including 90 percent of the Fortune 500, rely on products, solutions and services from Pitney Bowes in the areas of customer information management, location intelligence, customer engagement, shipping, mailing, and global ecommerce. Everything is addressable with the Knowledge Fabric from Pitney Bowes, a result of best-in-class software and data that surfaces relevant business insights by understanding the relationships between people, places and things to better reach and engage your clients at their moments of need. For additional information, visit Pitney Bowes at www.pitneybowes.com/us/customer-engagement-marketing.html

 

Speakers

Matt Tredinnick

Global Director, Product Marketing, Pitney Bowes
Calendar

Discover MarTech Agenda - Wednesday, April 3rd

5:45-6:00

The New Omni-Channel Stack - Real Story Group

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    Discover MarTech

Presented by:

Overview

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

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

Speaker

Tony Byrne

Founder, Real Story Group
6:05-6:20

SurveyMonkey - TBA

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    Discover MarTech

Presented by:

Overview

TBA

6:25-6:40

The Secret to More Effective Marketing - Workfront

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    Discover MarTech

Presented by:

Overview

Marketing is more complicated than ever. In today's world of constantly evolving technologies, exabytes of data, and misaligned processes, marketing teams need to change the way they work to see the results they need. To be truly effective, modern marketing teams need to combine a proactive approach with the right technology, process, and people. This new way of working can be your secret weapon against siloed teams, disconnected tools, and manual and time-consuming processes. Join Workfront Sales Engineer, Dave Johnston, as he demonstrates two proven use cases to make marketing more effective.

In this session, you'll learn how to:

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

Speaker

David Johnston

Sales Engineer at Workfront, Workfront
Calendar

Full Conference Agenda - Thursday, April 4th

7:00-9:00

Breakfast & Registration

8:15-8:45
9:00-10:15

Martech 2020: Succeeding in the Next Decade of Marketing

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    General

Overview

It's been an amazing past decade for the rise of marketing technology and operations - but we're just getting started. The decade ahead will see truly explosive growth as both the industry and our profession continues to mature.

In this opening keynote, Scott and Jeff will unveil and analyze the latest marketing technology landscape and the results of MarTech's annual salary survey. You'll be first to get the most comprehensive view of the state of the industry in 2019.

But where is it headed? Scott will also discuss three major trends that are shaping marketing for 2020 - and the start of The Second Golden Age of Martech:

  • Moving from suite vs. best-of-breed to open platform ecosystem
  • Moving from software vs. services to blended business models across the field
  • Moving from build vs. buy decisions to custom apps and ops on a common core

Speakers

Jeffrey Eckman

CEO, Blue Green Brands, BGC,

Scott Brinker

Conference Chair, MarTech & Editor, chiefmartec.com,

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com,

Fireside Chat with Ann Lewnes, EVP & CMO, Adobe

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    General

Overview

TBA

Speakers

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com,

10:15-10:55

Refreshments & Expo Hall Opens

Solving The Stack: Building A MarTech Portfolio That Transforms Your Marketing

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Overview

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

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

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

You'll learn:

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

Sponsor

Magnolia 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.

Speakers

Brian Warrick

General Manager, North America, Magnolia
10:55-11:35

The New Era of V-Commerce: What Marketers Need to Know about Alexa, Siri and the AI Revolution

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    Marketing

Overview

An estimated 20% of adults in this country now own at least one smart speaker, and eight million of us own three or more. The rate of consumer acceptance of devices including Alexa, Google Home and Siri has been astonishing.

By 2022, it's predicted Americans will be using nearly 900 million voice assistant devices across all platforms - smartphones, tablets, PCs, speakers, TVs and cars -- a 95% increase over where we are today. Globally, there will be as many of these devices on the planet as there are people. It took about 30 years for mobile phones to outnumber humans and voice devices will do it in less than half that time.

In this session, you'll learn how voice-driven AI technologies are changing behavior - and what that means, not only for businesses and marketers, but for society as a whole.

The Data Dimension of Digital Transformation: How Autodesk Instrumented Its Customer Journey

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    Technology

Overview

You've done it all -- spend maximization, optimization and all flavors of channel and keyword expansion -- but the business gains are incremental. It's not easy being a digital marketer these days, but digital transformation can yield opportunities for growth.

Key takeaways from this session:

  • Learn three foundational parts of digital transformation.
  • Why unifying and centralizing data is critical, and how to leverage a CDP to accomplish the task.
  • How all the learnings can help create a better omni-channel strategy.

Speakers

Siara Nazir

Head of Digital Marketing, Autodesk,

Measure What Matters: Data Strategy to Drive Results

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    Management

Overview

Time to mothball horse-and-buggy era measurements like clicks and engagement. Today, data is available to enable more meaningful measures of success, like lead quality and closed business. Measuring what matters allows marketers to make decisions that can demonstrably affect business results, i.e. revenue. To achieve this insight, marketers must overcome several internal challenges.

In this session, Jennifer will explain what it means to "measure what matters", why it's important and how challenging it can be. She will provide specific examples of data that drives business results.

Speakers

Jennifer Brett

Head of Americas Insights, LinkedIn,

Marketing Technology Today and Tomorrow: Pipe Dreams and Boiled Oceans

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Overview

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

The keys to people-based marketing technology stack are:

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

  • Sponsor

    Merkle 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 6,800 employees, Merkle is headquartered in Columbia, Maryland, with 19 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or marketing@merkleinc.com or visit www.merkleinc.com

Speakers

Matthew Mobley

Chief Technology Officer, Merkle

11:35-11:50

Break

11:50-12:30

Combining Marketing Operations and Sales Operations for Customer Magic

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    Marketing

Overview

Today's B2B buyers expect a personalized B2C-like experience (i.e. they have very high expectations!) and if they don't get it from you, they'll get it from your competitor. The good news is we have all the necessary technology at our fingertips to achieve customer-centricity. What's lacking, however, is the organizational structure to support this strategic pivot. This structure is a requirement for executing a customer-centric strategy.

Join us as we explore the why, the how and results of combining marketing and sales operations into one organizational structure.

In this engaging and interactive session you'll:

  • Assess where you are and where you need to be using a marketing operations maturity model.
  • Learn from case studies that explore a variety of companies and their pain points.
  • Examine the pros and cons of a variety of organizational models while also learning how to best manage both old and new martech stacks and data.
  • Discuss the required skill mix for organizational change and how to affect stakeholder alignment.
  • Look at the impact on the customer's experience and discover how that accrues to the company's bottom line.

This session is packed with practical steps that can help you successfully execute your customer-centric strategy. You won't want to miss it!

Speakers

Debbie Qaqish

Chief Strategy Officer, The Pedowitz Group

Quasi Experimentation at Netflix

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    Technology

Overview

We're living in a golden age of marketing experimentation. With unlimited testing technologies, analytics and capabilities, marketers are optimizing everything. But knowing what to test, and how to test it for scale, are the keys to discovering game-changing insights that deliver super-sized results.

Netflix deploys experiments in which the units of randomization are not people, cookies, or members, but geographical units or time. Netflix calls them quasi experiments.

This experiment design enables Netflix to learn about topics for which a traditional A/B test would be infeasible or impractical. The company is simultaneously building the scientific methodology and platform to maximize the learnings from each experiment, doing it at scale and company wide.

In this session, you'll learn how Netflix maximizes learnings from each experiment.

Speakers

Mike Pow

Senior Product Manager, Experimentation Platform, Netflix

Applying Product Management to Martech at The New York Times

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    Management

Overview

Marketing technology management is actually quite analogous to product management. Your stack is your "product," and you're serving both internal and external "customers."

Come learn how The New York Times adopted a product management approach to martech as part of their company-wide transformation into a subscription-first digital product company. You'll gain insights into the benefits and challenges of a product management model that you can adapt to your organization.

In this session you'll hear ideas from The New York Times team about:

  • How to rationalize your martech stack through the lens of product management
  • How to use agile management as a coordinating device across the organization
  • What a day in the life of a "martech product manager" looks like
  • How to manage the touch points between martech and the broader marketing team
  • How to develop and maintain a shared martech roadmap across multiple stakeholders

Speakers

Pamela Della Motta

Director of Product, Marketing Technology, The New York Times

Kristian Kristensen

VP for Engineering, The New York Times

Inspiring a Data-First Culture Through Internal Activism

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Overview

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


Sponsor

Tealium revolutionizes today’s digital businesses with a universal approach to customer data orchestration – spanning web, mobile, offline and Internet of Things devices. With the power to unify customer data into a single source of truth, Tealium offers a turnkey integration ecosystem supporting more than 1,000 client-side and server-side vendors and technologies. The Tealium Universal Data Hub encompasses tag management, API hub, customer data platform and data management solutions that enable organizations to leverage real-time data to create richer, more personalized digital experiences across every team, technology, and customer touchpoint.

Speakers

Dave Lucas

Head of Data, Fracture

12:30-2:00

Lunch & Expo Hall Time

The Truth About Personalization - Using a CDP to Personalize Marketing

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Overview

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

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


Sponsor

Arm Treasure Data enterprise Customer Data Platform (CDP) unifies data from multiple sources - online, offline, IoT and device generated data - and empowers enterprises to disrupt their markets with superior customer experiences. Our customers are creating transformational customer relationships by connecting the data dots with our CDP. Arm Treasure Data is fully owned by Arm Holdings and has a global customer base of over 300 enterprises including Fortune 500 and Global 2000 companies. Our clients manage over 130 trillion records, resulting in more predictable and profitable business results

Speakers

Erik Archer Smith

Head of ABM, Arm Treasure Data

ABM And Modern B2B Advertising: Reaching The Buying Committee At Your Target Accounts

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Overview

The "buying committee" is the critical audience at your target accounts. These buyers and influencers are the people who will decide whether your prospects buy your product or services, or don't. But identifying them, and actually reaching them, has been a significant challenge - especially at the top of the funnel. In this session, Peter Isaacson, CMO at Demandbase, will take you through the past, present and future of B2B advertising, with specific examples and tips on: How marketers can turn their advertising into a growth engine; Use cases of how B2B brands are using AI and sophisticated intent data to reach the buying committee at their target accounts with account-based advertising; and Advice on how ads and placements can be specifically tailored to support ABM programs or to reach specific stages of the funnel.


Sponsor

Demandbase is the only marketing solution designed specifically for the account-based needs of B2B. We make it possible to deliver personalized ads targeting specific businesses across the web, and then tailor the messages on your website to convert these companies to customers. The Demandbase B2B Marketing Cloud is powered by patented technology that connects to your existing sales & marketing technologies including, CMS, CRM, marketing automation, analytics, chat and others -- to provide a unified view of all activity across the entire sales funnel.Companies such as Adobe, Box, CSC, DocuSign, Dell and others use Demandbase to drive better marketing performance. http://www.demandbase.com

Speakers

Peter Isaacson

CMO, Demandbase
2:00-2:40

NextGen Marketing: How Artificial Intelligence Is Accelerating Marketing Performance

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    Marketing

Overview

Artificial intelligence, machine learning and bots are no longer the future. They are used today in a variety of ways to improve target account identification, lead conversion, cost per lead and customer acquisition costs. If your martech stack doesn't include AI, you're missing out on an exciting new set of techniques.

In this session you will learn:

  • Which stages of the buyer journey are best suited to AI.
  • How to better align sales and marketing with AI.
  • How to best measure the impact of AI on your sales and marketing performance.
  • Which new skills are required of your marketing team to successfully implement AI.
  • What specific applications of AI are most successful.

Speakers

Customer Data Management 2020

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    Technology

Overview

Customer data has moved from the edges to the center of the martech landscape. But the ground keeps shifting as new data sources, privacy rules, and technologies emerge. In this session, customer data expert David Raab will describe what you can do today to get ready for 2020 and beyond.

Topics include:

  • new options for consent management and tracking
  • applying the right identity resolution methods for each purpose
  • balancing privacy and personalization
  • planning for new data regulations
  • the future of second-party and third-party data
  • integrating analytics and delivery systems with a central customer database
  • digital transformation and other uses of customer data outside of marketing
  • what's next for Customer Data Platforms

Speakers

David Raab

Principal, Raab & Associates

Year One: Building a Marketing Ops Team From the Ground Up

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    Management

Overview

What happens when a company experiences massive growth -- only to realize that somewhere along the way, they forgot to add a marketing ops team?

It happened to Cisco Meraki exactly 12 months ago. After quickly setting up a marketing ops function, the team was tasked with solving critical problems while simultaneously creating a roadmap for the future.

In this session, you'll learn how in just one year, this team got on its feet and set itself up to not only survive, but thrive. You'll walk away with key insights that will help you successfully navigate whatever stage you're in:

  • Panic: Oh god, everything is broken, who will fix it and how?
  • Purpose: Let's make this missions statement real.
  • Diplomacy: Setting boundaries without making enemies.
  • Evangelism: Spreading the Ops gospel internally.

Speakers

Rachel Beck

Global Manager, Marketing Ops, Cisco Meraki,

B2B Account Based Tactics at Enterprise Scale

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    Solutions

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Overview

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

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

Sponsor

Modern Marketers choose Oracle Marketing Cloud’s data-driven solutions to create engagement, orchestrate experiences, connect data, and optimize online interactions that attract and retain ideal customers. And it's easier than you might think. These Modern Marketing solutions connect cross-channel, content, and social marketing with data management and activation, along with hundreds of pre-integrated app and data partners. Leading brands use our award-winning expertise and technology to deliver personal experiences on a proven system that marketers love and IT trusts!

Speakers

Bence Gazdag

Sr. Director, Global Marketing Demand Center & Technology, Oracle

2:40-3:10

Refreshments & Expo Hall Time

3:10-3:50

The Cure for Shiny Object Syndrome: Human-Centered Digital Strategies

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    Marketing

Overview

It's all too easy to get (overly) excited about new technologies and how they can be used to drive digital transformation, streamline operations, improve lead generation and optimize channels. These days, CMOs have larger technology budgets than CIOs in most organizations... and with more than 6,000+ marketing technology solutions to choose from, it's no wonder shiny object syndrome (SOS) is spreading.

Marketers not susceptible to SOS prioritize technology investments based on the extent to which they will benefit the human experience. They work beyond organizational boundaries to deliver experiences that meet a person's needs, not just as a customer, but as a human being. And, they are setting the bar for what it takes to be differentiated in today's hyper-competitive and digital economy.

In this session, you'll learn the principles of human-centered digital strategies, and the insights and inspiration to:

  • Adopt a people-first approach to decision-making.
  • Use the full power of digital technology to build cognitive empathy.
  • Habitually observe human interactions in context to feed innovation practices.
  • Continually monitor and fine-tune the human experience.

Speakers

Subbu Iyer

CMO, Riverbed Technology,

When Stacks Collide: Rationalizing the Marketing Stack in a Merger & Acquisition Environment

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    Technology

Overview

A merger or acquisition presents the ultimate silo challenge. Successfully uniting marketing teams and martech stacks to serve the business objectives of a newly combined entity is tricky.

This session showcases the methods developed and lessons learned by those who have successfully navigated the people, process and product challenges M&A brings. Whether you are working to eliminate functional silos in your organization or facing a significant restructuring, this session provides practical advice for dealing with the political and technology issues associated with breaking down and working across silos.

Sheryl, Zack and Justin will discuss:

  • Reshaping the organization in a changing environment.
  • Rationalizing the stack to serve new business requirements.
  • Martech profiling for quick analysis and decision-making.
  • The value of a single source of technology truth for training and onboarding.
  • Best practices for mobilizing combined teams to coalesce around new technologies and stack structures.

Speakers

Justin Sharaf

Director, Marketing Operations, LogMeIn,

Zack Alves

Senior Manager, Marketing Technology and Operations, Plantronics

Don't be a Packrat: Tips to Clean House and Manage Your Martech Stack More Efficiently

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    Management

Overview

In today's world of applications management, tool proliferation has become an ever growing problem in size, complexity, and cost. The average enterprise has 91 marketing SaaS subscriptions! In this session, you will learn the best practices around tool management and lessons learned from managing an enterprise marketing technology stack.

  • Stop tool proliferation before it's too late by designing a robust software intake process
  • Align IT, marketing and operations to optimize strategy and increase operational efficiency
  • Building a tool management plan rooted in maintaining the right kind of data
  • Managing the tool renewals process by the numbers

Speakers

Alana Hill

Manager, Marketing Applications IT, Zendesk

Take the Leap: Moving from Random Acts to Impactful Marketing ROI - Allocadia

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    Solutions

Presented by:

Overview

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

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

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


Sponsor

Allocadia’s 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 and measure with impact, so teams are able to optimize the impact of their programs. This gives marketers the ability to drive better 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, giving their marketers the ability to drive more impact for their organization. Learn how to #RunMarketingBetter at Allocadia.com.

Speakers

Marcia Trask

Director of Business Operations - Marketing, New Relic
3:50-4:20

3:50-4:20

Break

4:20-5:00

Fire Your CMO: What Marketers Can Learn From The D2C Brand Phenomenon

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    General

Overview

The much heralded global success of disruptor Direct-to-Consumer ("D2C") brands is not a fluke: they have a vastly different approach to marketing which require unique CMO skills, special tools and putting customized incentives in place. It's almost as if it's too late for traditional marketers to reinvent themselves.

Or is it? Terry doesn't pull any punches in this insightful, compelling and entertaining keynote. You'll find out if new approaches to design, customer service, media, data and technology can be learned or if it's time to fire your CMO and start fresh.

Speakers

Terence Kawaja

CEO, LUMA Partners,

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com,

The Journey from Marketing Technologist to CMO

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    General

Overview

Getting to be CMO (or assuming any senior-level marketing role) is much different in this age of software-powered marketing than it was when marketing was known as the arts-and-crafts department. The traditional path -- from comms, PR and creative -- is still one way to get there, but increasingly CMOs must prove their technology mettle.

Mayur will share the lessons, discoveries and surprises he's experienced during his journey from software developer at Sapient 18 years ago through the ranks of technical and product leadership to ascend to the C-suite.

You'll get a candid look at Mayur's career trajectory and what it takes to succeed in the constantly-evolving marketing and technology landscape.

Speakers

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com,

Solving the Content Crisis: Unlocking the True Power of Big Content in Omnichannel Marketing

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    Solutions

Presented by:

Overview

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

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

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


Sponsor

Stylelabs, the company behind Marketing Content Hub, is a software and integration company focused on innovative marketing technology platforms. We have a track record of 15 years in delivering marketing technologies for leading brands across Europe, Asia, and the U.S.

Headquartered in Brussels, Belgium, Stylelabs operates globally through offices all over the world. These include a global sales office in Manhattan, USA, and international offices providing implementation and support services in the USA (King of Prussia, PA), Poland (Cracow) and India (Coimbatore). The company’s American subsidiary, Stylelabs Inc., was established in 2013.

Marketing Content Hub integrates and blends boundaries between traditional marketing silos. It provides an integrated solution for Digital asset management (DAM), Marketing portal, Marketing resource management (MRM), Web to Print, Digital rights management (DRM) and Product information management (PIM).

Blueshift - TBA

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Overview

TBA

Sponsor

San Francisco-based Blueshift is the leading AI-powered Customer Data Platform. Its patented AI technology empowers marketers to deeply understand their customer data, and orchestrate 1:1 campaigns across multiple channels. Leading consumer brands such as LendingTree, Udacity, IAC, and the BBC use Blueshift to increase customer engagement and revenue. The company is backed by prominent venture capital firms including Storm Ventures and Nexus Venture Partners.

5:00-6:00

Expo Hall Reception

Calendar

Discover MarTech Agenda - Thursday, April 4th

10:20-10:35

The Right Way to Buy Marketing Technology - Real Story Group

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    Discover MarTech

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Overview

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

Speaker

Tony Byrne

Founder, Real Story Group
10:40-10:55

How Marketing Technology Helped Lands' End Double Revenue And Streamline Marketing Processes - Yes Marketing

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Overview

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

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

Speaker

Dan Rosenthal

Sr Director, Channel Strategy, Lands' End
12:40-12:55

The New Omni-Channel Stack - Real Story Group

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Overview

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

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

Speaker

Tony Byrne

Founder, Real Story Group
1:00-1:15

Webify Everything: How to Gain More Control Over Your Customer Journey - Brandcast

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Overview

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

Speaker

Chris Schreiber

Chief Marketing Officer at Brandcast, Brandcast
1:20-1:35

Driving Growth with AI-driven Segmentation, Personalization, and Optimization - Scaled Inference

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    Discover MarTech

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Overview

We look at how customers such as Scribd have used Amp.ai to easily deploy conversion optimization projects with continuous segment discovery and personalization capabilities that can capture gains and reveal insights that are often lost in the traditional approach.

Speaker

Christina Ellwood

CMO, Scaled Inference, Scaled Inference
1:40-1:55

Akkroo - TBA

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Overview

TBA

2:30-2:45

Get the Right Vendor Short List - Real Story Group

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    Discover MarTech

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Overview

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

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

Speaker

Tony Byrne

Founder, Real Story Group
2:50-3:05

The Day Marketing Held Sales Accountable - VanillaSoft

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Overview

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

Speaker

Darryl Praill

Chief Marketing Officer, VanillaSoft
3:40-3:55

Myths Vendors Tell - Real Story Group

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Overview

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

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

Speaker

Tony Byrne

Founder, Real Story Group
4:00-4:15

Transform into a Modern B2B Marketing Powerhouse - Oracle

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    Discover MarTech

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Overview

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

Speaker

Russell Leonard

Senior Product Manager, Oracle Marketing Cloud, Oracle
5:00-5:15

The New Omni-Channel Stack - Real Story Group

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    Discover MarTech

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Overview

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

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

Speaker

Tony Byrne

Founder, Real Story Group
Calendar

Full Conference Agenda - Friday, April 5th

7:30-9:00

Breakfast & Registration

8:15-8:45

Breakfast Keynote: A Marketer's Guide to the California Consumer Privacy Act (CCPA)

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The California Consumer Privacy Act (CCPA) gives California citizens new rights over their data, but it's causing more challenges for marketers. With the law going into effect on 1 Jan 2020, how should marketers prepare for rights to request, delete and opt-out of the sale of personal information? How can marketers comply with privacy laws while remaining on-brand, customer-centric and maximizing opt-in? In this session, we'll share what marketers need to know about the CCPA, provide a guide to demonstrating ongoing compliance and share use cases and best practices for creating an effective and compliant CCPA marketing strategy.

  • Understand the implications and industry impact of the new CCPA for marketers
  • Hear how to comply with the CCPA, including: "do not sell", right to request and right to delete personal information
  • Discover how to build an on-brand and compliant CCPA marketing strategy

Sponsor

OneTrust is the largest and most widely used dedicated privacy management technology platform used by more than 2,000 customers, including 200 of the Global 2,000, for compliance with global data privacy regulations, including the GDPR, CCPA, ePrivacy and more.

OneTrust helps organizations implement global privacy requirements, including Data Protection by Design and Default (PbD), Data Protection Impact Assessments (PIA/DPIA), Vendor Risk Management, Incident and Breach Management, Records of Processing (Data Mapping), Consent Management, Cookie Consent Banners, GDPR Data Subject Rights and CCPA Consumer Rights.

To learn more, visit OneTrust.com.

Speakers

Jaymin Desai

CIPP/E, CIPM & Privacy Engineer, OneTrust
9:00-10:15

Guided Decentralization: Safely Scaling Customer-Facing Empowerment

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Overview

To centralize or decentralize?

Centralizing marketing improves control, consistency and efficiency. Centralization makes life easier for headquarters executives, accountants, and lawyers.

But sales, marketing and customer service pros - the ones who actually talk to customers - insist that forging engaging relationships defies a top-down approach. They say that in dealing with people, success often depends on initiative and situational awareness. Groups operating in turbulent environments - first responders, pilots, software developers and gamers - often achieve optimal results with adaptive methods.

Agile playbooks, enabled by marketing technologies, allow people close to the customer to determine the best course of action while avoiding chaos. You can't script, but you can steer. In this session, you'll learn:

  • The five keys to successful guided decentralization.
  • How technology enables an adaptive marketing operation.
  • The steps to get started.

Speakers

Kathleen Schaub

Vice President, CMO Advisory, IDC,

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com,

Mindfulness for Innovation and Change Management

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Overview

Mindfulness confers potent advantages in business, marketing and management. Revolutionary findings in neuroscience reveal the power of mindfulness to rewire our brain and strengthen our capacities for innovation, creativity, attention, and learning.

Research also shows that mindfulness can prepare and support individuals, teams and organizations in coping with changes from technological evolution to restructuring. It also cultivates qualities in human dynamics that have been found essential to the health of organizations, such as empathy and compassion.

Mindfulness is a powerful tool for navigating these complex times; it has the power to transform both individual and collective lives. In this keynote, you'll learn how Mindfulness:

  • cultivates creativity and innovation
  • strengthens our capacity to pivot and reduces biases e.g. sunk cost bias
  • helps us manage change and its stresses as individuals, teams, and organizations
  • leads to change in the brain that can transform our lives

Speakers

Shauna Shapiro

Professor, Santa Clara University

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com,

Marketing Enablement & Empowerment: A Force for Change in Digital Transformation

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As a 160 year's young organization, PwC knew it had to upskill its people to prepare for today's fast moving business world. So, they threw out old ways of working and focused on providing people with new, unexpected ways to learn, with permission to play, to think out of the box, and to do something different.

The upskilling journey started with understanding each person's digital knowledge and then building their personal blueprint with bite-sized content to provide the new skills, behaviors, mindset and relationships they need to transform. They then upped their game with digital accelerator courses and citizen-led innovation labs that put new skills to work through real-life scenarios, gamified experiences, and emerging technologies.

Matt, PwC's CMO, will discuss how PwC's own digital transformation sparked a marketing evolution that continues to serve as a force of change across the business. By embracing a new mindset and integrating new technologies, PwC's community of marketers are serving as change agents for the firm's next 160 years.

Speakers

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com,

The Five Tensions of Marketing Orchestration

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

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


Sponsor

Percolate is the leading Content Marketing Platform for the enterprise. Percolate offers solutions to introduce visibility into the marketing process, improve coordination of work, and effectively build marketing campaigns and content. The world’s largest brands - including Mastercard, Cisco, Cigna, Electronic Arts, and Bosch - use Percolate to create a coordinated customer experience, reduce production costs, and understand marketing impact. Visit www.percolate.com for more information on The System of Record for Marketing®.

Speakers

Noah Brier

Co-Founder and CTO, Percolate

10:15-10:55

Refreshments & Expo Hall Time

10:55-11:35

What's Cookin' in Citizen Technology: Sub-Zero's Journey Toward Decentralized Marketing

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    Marketing

Overview

Sub-Zero corporate marketing generates leads for its network of distributors and showrooms. But Cyndi realized that the company needed a scalable, reliable way to empower its regional network to launch and track their own campaigns.

Sub-Zero is in the process of a year-long project to transform from a centralized marketing model to a hybrid approach that takes advantage of decentralizing specific efforts.

In this presentation, Cyndi will describe her decision to make the transition and share challenges (both technological and organizational) she and her team overcame. She'll also provide insights into the ROI of the transition for the company's brand and its sales network.

In this session, you'll learn:

  • The 4 most important elements in a successful transition
  • Tips for getting buy-in from the C-Suite
  • The 3 transition pitfalls you must avoid if you want to achieve success

Speakers

Cyndi Marty

CRM & Marketing Automation Manager, Sub-Zero

Marketing ROI Growth Using Mobile AR

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    Technology

Overview

For most marketers, AR/VR has been about experimentation and one-off projects rather than a strategic business tool. But a few innovators and companies have harnessed mobile AR to reinvent their business, boost sales and deliver bottom line ROI results.

Isabelle will explore how mobile AR has been used to drive 11x sales uplifts in lifestyle ecommerce, design mobile AR first retail experiences, revolutionize the shoe buying experience, and gain additional big box retailer facings and grow sales across the US, China, and Europe.

In this session, you'll learn about:

  • The markters who are successful using mobile AR and how they are doing it
  • The hard ROI numbers
  • The mobile AR ecoysystem of partners delivering great work

Speakers

Isabelle Hierholtz

User Strategy Director, Digi-Capital,

Maximize Efficiency and Scalability with the Right Team Structure, Data and Stack

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Overview

Marketing technology at Docker had several geologic periods, driven by shifting goals and a changing cast of characters. As a result, its martech stack accumulated a significant amount of cruft and overlap.

When Chris was hired as CIO in 2017, Docker made a decision to restructure its marketing technologies team and stack in a non-traditional way. It moved all technical roles for marketing and sales technology into IT, improving cross functional communication, alignment and efficiency.

You'll learn from this experience:

  • How to identify roadblocks and friction in organizational structure.
  • How current organizational structure works, why it works and how to improve and evolve.
  • How Docker uses containers* to reduce deployment times and support customized API logic.
  • The central role of data in the organization.
  • How to manage responsibilities across the stack: CRM, MA, CMS, Data Warehouse, BI tools, peripheral tools.

*A container is a standard unit of software that packages up code and all its dependencies so the application runs quickly and reliably in multiple computing environments.

Speakers

Kelly Horton

Senior Engineer, Marketing Technologies, Docker,

Brian Donaldson

Manager, Development Engineering, Docker,

Closing the CX Gap: Making Sense of MarTech Sprawl

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

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

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

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

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


Sponsor

Acquia is the open source digital experience company. We provide the world’s most ambitious brands with technology that allows them to embrace innovation and create customer moments that matter. At Acquia, we believe in the power of community - giving our customers the freedom to build tomorrow on their terms. To learn more, visit acquia.com.

Speakers

11:35-11:50

Break

11:50-12:30

Marketing in the Age of Assistants

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    Marketing

Overview

The goal of any brand is to establish a positive connection with its customers. Voice interfaces present an emerging opportunity to develop deeper emotional connections.

With devices like Amazon Alexa and Google Home's voice-enabled options, consumers are relying more and more on browserless interactions. Now is the time to rethink how you reach and engage your customers in this emerging environment.

In this session, Tricia will explain:

  • How a voice-first CRM email program can build a more loyal customer base.
  • How reaching customers at the right time in the right place with voice can lead to increased daily active usage and higher performance in other marketing channels.
  • How data-driven targeting can not only tailor messages, but provide the right context in this time of privacy concerns and regulations.

Speakers

Tricia DelGaudio

Strategy Director, Epsilon

Marketing Data Science and Your Data Strategy

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Overview

Data science and analytics are driving positive results for data savvy marketing organizations. Yet, too often, a lack of a clear data strategy leaves millions on the table. When it comes to effective and innovative use of our data science & analytics organization's potential, marketers need to set a guiding light. Limitations and changes in the advertising data landscape are abundant, but coordinated and strategic plans for overcoming them are often few and far between.

In this session, we'll discuss the keys to data-driven and differentiated marketing. Key takeaways include:

  • What to expect from your analytics department and how you can help them achieve more.
  • What is a good data strategy and how to identify ones that miss the mark.
  • An overview of common data-related marketing roadblocks.
  • How a comprehensive data strategy enables your marketing function to do more, focus on driving meaningful competitive advantages and avoid missed opportunities.
  • How Nordstrom and other leading marketing organizations are winning with a focus on data enablement, customer analytics and AI-driven innovations.
  • Insights on how to approach evaluating your own company's data strategy.

Speakers

Jason Mestrits

Senior Manager Data Science & Analytics, Nordstrom,