Adapt or die – learn the secrets top brands use to manage their martech strategies
The talent wars. Culture and organizational challenges. Managing change. Disruptive business models.
The speed of change continues to accelerate and rewards those who adapt faster than their competition. Ever increasing customer expectations in a technology-powered world and the need to respond with improved customer experiences are the drivers of change. Without a complete overhaul of an organization’s behavior, many marketing technology initiatives will fail to deliver expected results.
“Technology changes exponentially, but organizations change logarithmically.” – Scott Brinker
Martec’s Law may be the greatest management challenge of the 21st century. Understanding how to manage relatively slow-changing organizations in a rapidly changing technological environment is an epic challenge.
Attending the MarTech Conference helps you see the complete picture. We’ll talk about how to frame the scope of the issues, select appropriate technologies and how to transform into an agile, customer-focused organization. You’ll learn new strategies to guide you through your own digital transformation journey.
Dive into martech strategy with case studies and executive-level discussions on marketing technology management, strategy, and investment led by candid discussions with leading CMOs and VCs.
Expert MarTech Speakers
Brands That Attend MarTech
Don’t miss these insightful sessions and keynotes:
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Keynotes: The State of Marketing Technology, Mapping the Boundaries Between Marketing Art & Science and Secrets to a Great Partnership Between a CMO and a Head of Martech
Scott will provide an overview of the major trends at the intersection of marketing, technology, and management for 2017. What practices are the leading companies adopting? How is the competitive martech landscape vendors evoloving? What emerging technologies are shaping the future of marketing in a world of "digital everything?"
Scott will frame the topics that will be covered more deeply throughout the rest of the conference, and then invite several special keynote guests on stage to share their perspectives and experiences.
The "art and science of marketing" has become a popular meme at the collision of data-centric digital experimentation (science) and human-centric creativity (art) in modern marketing. But where exactly are the boundaries between these two complementary yet opposed worldviews? How is technology shifting lines between them? And most importantly, how can marketers and marketing technologists harness the tension between this marketing yin-and-yang to achieve maximum impact on their brands?
In this presentation and fireside chat Mayur and Scott will examine:
- where creativity sits in the scientific method when applied to marketing,
- the black and white - and fascinating gray middle - of attribution and ROI in modern marketing,
- governing algorithmic marketing with human sensibilities,
- building divers, multi-disciplinary teams that thrive with the creative abrasion between marketing art & science.
In this fireside chat, Scott will interview Meagen and Ryan about the way they've optimized the dynamics between a CMO and a head of marketing technology.
- How does CMO-level strategy get mapped into marketing technology capabilities?
- How does the discovery of new marketing technologies and tactics influence strategy back up to the C-suite?
- How do marketing technology capabilities get successfully adopted by other teams within the marketing department?
- How is collaboration with other departments, such as IT and sales, managed at these two levels?
Keynotes: Adopting a Marketing Mindset for the Modern Digital World; Graduating as a Chief Marketing Technologist; and When the Customer Becomes the First Party
Tom Fishburne, Marketoonist: Adopting a Marketing Mindset for the Modern Digital World
There has never been a more exciting time to work in marketing. With each new wave of technology, marketers can connect with their audiences more directly and deeply than ever. Not only are there technology waves, but brands must also recognize that they no longer own the customer journey and that everyone in an organization, no matter their job description, works in marketing.
But organizations haven't quite kept pace with the massive shifts. Many marketers adopt new tools while still following a Mad Men-era playbook. These are the awkward adolescent years of digital marketing. Technology can't save boring marketing, but it can amplify remarkable marketing.
This talk will frame the right marketing mindset needed to take advantage of the modern digital world.
Sheldon Monteiro, SapientRazorfish: Graduating as a Chief Marketing Technologist
SapientRazorfish has pioneered a global program - CMTO University - combining elements of a corporate leadership development program with the rigor, challenge and learning of an executive MBA. Every year, they select 20 of their best and brightest technologists from around the globe for a year of intense training in business, marketing technology and influence skills. The CMTOu ambition is to grow change agents for marketing and digital transformation - professionals who transform business with worldview that while disruption may be inevitable + being stopped or slowed is not.
As part of their final project, each student researches an innovation in marketing technology, develops a unique point of view on its application, and presents their ideas to their peers, company executives and select clients of the firm.
In this intense keynote segment, Sheldon will introduce three of the top graduates from the CMTOu program as they each present 5-minute "lighting talk" versions of their research topics. You be the judge: how effectively do they explain their ideas to you?
Alex Toledo, SapientRazorfish: Creating Enterprise Virtual Assistants that Really Engage
Get ready to change how you engage with your customers. Chatbots can delight your customers, but first you must break down barriers within your organizations.
Alison Walden, SapientRazorfish: Maximizing Content's Impact in an Omni-platform World
Having trouble keeping up with content demands in an omni-platform world? Start with structured content first and let MarTech generate the content that you actually need.
Scott Petry, SapientRazorfish: Unleashing AI on Customer Data
Let a machine get to know your customers.
Drive business results by sifting and stitching customer data with AI.
Doc Searls, Author: When the Customer Becomes the First Party
The time is coming when customers have the upper hand, and companies agree to their terms rather than the other way around. Doc Searls, author of "The Intention Economy: When Customers Take Charge," a will explain how improving customer independence and power will improve marketing in the process.
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Delivering Business Results with Marketing Technology
The promise of martech is unlike any we've seen before. Cutting through the hype and understanding where to focus and how to deliver business results is the key to success (and a long career!).
In this interactive panel discussion, we'll dive into how leading companies are delivering business results by taking a strategic, agile and customer-first approach to martech. The session will feature perspectives and actionable takeaways from executives at market leaders Adobe, Hilton, and Microsoft.
Questions addressed will include:
- How do we take a strategic, portfolio-level view of the complex world of marketing technology?
- How do we balance scale and innovation while delivering outstanding customer experiences?
- How do we build a culture of testing, measure results and understand the return from our marketing technology investments?
- What are the skills needed to be successful with martech, and how do you build an effective team?
- How do leading executives stay ahead of innovation and what's next?
How Chief Marketers From Visa, Belkin, and Oracle Are Transforming Their Teams and Talent
Designing and building the modern marketing organization is a top priority for today's CMOs. If only there were a playbook for how to do it!
Or is there? Meet marketing chiefs who have made the tough choices on how to (re)organize and attract top talent to fulfill their modern marketing mandate.
We will address:
- how to orchestrate a successful, inclusive marketing re-org
- when to staff your marketing team with experts versus generalists
- how to land and unleash talent at the intersection of marketing and technology
- what the most customer-centric marketing organizations of tomorrow will look like
Turning Your Marketing Team Into A Profit Center: Case Study With Sears' Chief Digital and Analytics Officer
How do you build a world-class, data-driven digital marketing team - one that delivers not just campaigns, but profit? Kerem will discuss the organization, processes, and martech/adtech stack he's built at Sears. He'll show how the convergence of martech and adtech opens new possibilities to scale digital marketing execution, at a much lower cost.
- How the role of the marketing leader needs to evolve to drive topline results
- How to achieve the right balance across technology, analytics, and execution
- Creating a closed feedback loop of first-party data, third-party data, and marketing results
The 4 Cornerstones to Become a Universal (Marketing) Soldier in 2017
Marketing technology has dramatically elevated the potential of marketing for higher-impact to the business. What should your role be in becoming a MarTech expert? How should you blend this role with old-school marketing techniques to create a cutting-edge integrated marketing campaign? What skill sets must you evolve to be considered an invaluable asset to your marketing team?
Paul will package 30-years of enterprise marketing experience into a 20-minute explanation of how you can establish the four cornerstones of a modern marketing leader.
Spoiler alert: the age of specialization has come and gone. To effectively deploy martech requires someone with the end-to-end vision and know-how to imagine a modern marketing campaign. What CMOs need most is a "Universal Soldier" who has deep old school marketing skills but is also fluent in the ever-changing world of marketing technology.
Investing in the Future of Martech
Venture capitalists and CMOs increasingly have a symbiotic relationship in the marketing technology space. Each looks to the other for signals of confidence in startups and new technologies as they both work to find, evaluate and ratify the next generation of martech applications and platforms.
In this candid panel discussion moderated by Scott, several of the leading VCs in martech will share their perspectives on:
- the health of martech startup funding in 2017
- the relative maturity of different martech product categories
- the balance between industry consolidation and new disruptive innovation
- hot new areas of martech investment, such as AI, VR and IoT
- identifying which startups to bet on - and how to hedge one's bets
Operations & Technology
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How to Build a Martech Stack That Fits Your Company's Needs
Deploying a martech point solution is child's play for most organizations. But it's an entirely different challenge to build an enterprise marketing technology architecture at a Fortune 500 company that's struggling with shifting customer expectations and pressure to perform. From optimizing your CMS to integrating a marketing automation platform and shaping your data, it can be overwhelming.
Daryl will share real-world experiences of how to build a martech stack that fits your company's needs. You'll also hear how to win over the CMO, how to wage (and win!) constant battles for funding and which experiments to focus on first to build momentum.
How IBM Re-Platformed the Core of Its Martech Stack
Over the last 18 months IBM re-platformed the core of its internal martech stack using IBM Campaign, Marketing Operations and Digital Analytics. To the outsider, it would look like any other technology deployment.
However, the applications were only a tiny part of the overall marketing transformation. In order to gain any benefits from new tooling, IBM needed to transform it's marketing strategy from the ground up.
We show how we had to go back to the core of our offerings to develop a clear value proposition and narrative for each one. We show how we uncovered huge gaps in our content required to tell the story. We explain how we fundamentally rethought campaigns shifting from outbound email to inbound digital, behavior-based, triggered campaigns.
Launched globally in September 2016, IBM's internal martech stack is now operating at massive scale, powering 11,000 campaigns a week supported by 175 campaign developers - driving a two-fold improvement in results across key metrics. This session will give you the inside case study of how it happened.
Insights from Inside the Marketing Stack
Using data from hundreds of marketing stacks and anecdotes from conversations with leading edge "stack builders," Anita will describe the challenges marketers face in managing an increasingly complex techbology suite.
Moving from general to specific, she'll dive into data derived from analyzing hundreds of stacks: stack structure, most popular products and product combinations, categories most often seen, hidden product gems and more.
The session concludes with Mark providing a detailed look under the martech hood at Staples.
Getting the "Full Stack Advantage"
Basketball has the full court press. Hockey has the power play. Baseball has bases loaded. But how does marketing get the "full martech stack advantage" on a project or campaign?
In this session, Todd will describe how the team at Medtronic, the world's largest medical device company, found ways to leverage vendors and technologies to deliver powerful results across multiple channels. You'll get insights from three case studies including:
- Social + ABM: ABM focuses on mining internal and industry data and delivering insights to inform both sales and ad campaigns. But what if you could add the elements of "who is saying good things about us" and "who is influential" to your ABM mix targeting? This case study looks at how we used our social media toolset to empower an ABM approach for a new product launch.
- Digital + Physical: The company didn't like that it couldn't get delivery rates, open rates and attribution for physical interactions. This case study showcases how Medtronic leveraged its tech stack and partner PFL to get the full stack advantage in offline engagements, while also taking the pressure off of sales.
- Pre-Sale + Post-Sale: A look at how to leverage the entire tech stack to care for new accounts after the sale is closed.
Aligning Marketing Operations & Technology with Sales - How Bit Stew Systems Did It
It's challenging enough to launch and manage one new tool in your stack, but getting multiple technologies and silos to work together is a challenge of a different magnitude. Success requires organizational alignment, access to the right data and the ability to drive change in your organization.
In this session, Luque shares the story of how he planned and built an integrated sales and marketing stack in close alignment with his sales organization. As he details his seven-step approach, you'll get perspective on where to focus first and how to gain alignment with colleagues. You'll come away with a roadmap for how to approach aligning and integrating systems across your broader sales and marketing stack.
5 Steps to Operationalize Your Customer Journey
Enterprises face a huge hurdle when uniting legacy systems with SaaS apps, IoT and other data sources - and their customers suffer. In an explosion of customer data, it's hard for marketers to get a meaningful picture of what customers are experiencing, and even harder to optimize their path.
In this session, you'll learn how marketers can take what may now only be an imaginary customer journey strategy, and bring it to life, operationalizing the path to customer engagement, purchasing and renewals. No matter what you call this - Customer Engagement Hub, Journey Orchestration Engine or CX-OS - A connective tissue is needed to unify data, analytics and action across systems.
Michel will discuss emerging needs in managing and optimizing for the best customer experience. Her talk will provide five practical steps marketers can take take to operationalize the customer journey, including how to:
- Identify your owners and stakeholders and distinguish between the two.
- Assess your systems across lines of business.
- Budget for a centralized system shared among lines of business.
- Choose a future-proof approach to integration.
- Decide what metrics to use to tie your strategy to business outcomes.
How to Wrangle MarTech Spend in a Large, Rapidly Growing Business (and Survive!)
The good news is that marketing budgets are rising! But... with great budget comes great responsibility.
By taking custody of these dollars, CMOs are promising more ROI. They need a firm grasp of where their budget is going at any moment, and visibility into how their spend in technology is impacting revenue and company growth. The larger the organization, the more tools compete for attention, creating more data to wade through. It's never been more challenging to understand the ROI of a CMO's complicated investment in technology.
In this session, James and Sean share how to manage martech investments and spend in a large and rapidly growing business (and survive!).
Surprisingly Simple Techniques for Building System Requirements that Meet IT & Business Needs
This is a system requirements intervention! Defining good system requirements can be tedious and frustrating work that takes away from your day-to-day responsibilities. Yet it's critical that you document your needs in a way that will deliver on marketing technology promises.
In this session, Samantha will share tips for implementing a process that drives results and skips the frustration. She'll share:
- Common mistakes marketers make when building technology requirements.
- The serious consequences of getting system requirements wrong.
- Simple techniques that build consensus while keeping the project on schedule.
- Meeting agendas that collect feedback without derailing progress.
Agile & Human
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Agile Marketing in the Enterprise: Case Studies and Discussion
The job of the marketing leader has never been more challenging and complex. We head 24/7, always-on, revenue-generating machines. But success in today's rapidly-changing environment requires new capabilities, new organizational structures and new operations to enable greater adaptability, learning, speed and ultimately, market impact. In other words, marketers must be agile.
In this session, Russ, Gavin and Chad will share insights you can use to scale Agile Marketing, including:
- How organizations are structuring to accelerate value creation.
- How agile marketing is applied to increase the effectiveness and efficiency of marketing teams.
- What to expect as you adopt agile marketing at scale across a large and diverse team of marketers.
- The impact agile marketing can have on both the commercial impact and the performance of teams.
Putting the Right Conditions in Place for Martech Success
Martech evangelists are responsible for ensuring that technology implementations they champion are successful. That means stakeholder engagement and change management are responsibilities of martech evangelists and their teams
Success hinges on procuring the right technologies and skilled people, while selecting the right combination of projects and processes that allow you to be both strategic and agile.
In this session, Rohit will focus on creating the right conditions for the successful adoption of marketing technologies and will provide several case studies that will help you define your own conditions for martech success.
Human Factors in Marketing Ops and Technology
Marketing operations is the operating system of marketing - managing common resources, providing infrastructure and data and helping marketers do their jobs better.
We marketing technologists have a big role to play as facilitators, advisors and guides for our organizations and fellow marketers. We need to spend our time thinking about the human factors involved in making certain what is implemented is effective, going beyond the processes, tools and data.
Justin will focus on the human factors marketing technologists should consider and show how taking them into account can dramatically improve results. He will dive into:
- Principles for designing processes that people actually adhere to.
- Principles for better collaboration and how to best implement them.
- How to prioritize UX and other human factors when picking martech solutions.
- Human factors in project management, reporting and budgeting.
The State of Agile Marketing
Agile Marketing continues to gain currency, and the approach is now being validated by multiple constituencies. New marketing platforms promise to support the marketer's Agile practice. Top-tier consultancies are now starting to build out Agile transformation practices. But few marketers have a good sense of where we really are on the adoption curve or have a complete understanding of what works and what doesn't.
In this session, Roland will share some of the key themes that have emerged as a backdrop for an understanding of the current state of Agile Marketing practice. Attendees will learn about:
- the top use cases for Agile within marketing
- the biggest challenges associated with scaling Agile
- which methods are gaining the most traction
Exploring Scrumban: Why Combining Methodologies May be the Agile Marketing Magic Bullet
While most of the chatter about Agile Marketing focuses on Scrum, there's a hybrid approach known as Scrumban that may hold the key to a more agile future for content marketing.
This fast-moving session, which requires no previous experience using Agile Marketing, will start by tackling Scrumban basics and will walk you through creating your first Scrumban iteration. Topics include:
- A look at data that reveals the majority of marketers are using some kind of hybrid approach to agile, often creating Frankenstein methodologies that don't serve our teams or organizations.
- How the core components of Scrumban meet marketers' need for flexibility, while still providing the structure we need to maintain our sanity.
- What it looks like to use Scrumban to create and execute a marketing iteration.
- A simplified way to start using Scrumban in hours, not days.
Adventures in Agile: How Hootsuite Broke Down Silos to Make Innovative Campaigns
With the increased digitalization of business, marketing projects are growing in volume and sophistication, while delivery cycles are shortening to keep pace with requests and constant change. With new advertising products coming out weekly from social networks, marketers need to be willing and able to experiment fast and often and turn those experiments into campaigns that drive results.
In this session, we will examine how social media and brand management company Hootsuite overcame the challenges of managing a massive volume of projects spread across various systems and collaborating in a group that quickly grew from 40 people to a 100-person organization spanning four countries.
Andrew and Kate will highlight the tactics and tools - such as scrums, iterative testing, and retrospectives - that the marketing operations team has implemented to help create faster response loops, while enabling disparate teams to work on cross-functional projects with a multitude of tasks.
Freedom Within a Framework: How Campbell Soup Company Democratized Marketing Data to Support Agile Decision Making
Agile, data-driven marketing is a cataclysmic shift for the discipline of marketing-but it is the only way forward. A robust and integrated marketing tech stack, connected data, and agile methodologies are necessary- but not sufficient on their own-to build an agile, data-driven marketing culture. To be data-driven, marketing teams will need to change the way they think and work. If martech professionals focus all their effort on picking vendors and getting data cleaned and connected, they may be stopping short of realizing the marketing organization's true potential.
As we democratize reporting and analytics and put data-driven decision-making power in the hands of more people, one third of the marketing team will jump for joy, one third will be apprehensive but remain open, and another third will be scared to death. How much data do you share? How much do you keep close to the vest? Do you democratize analytics fully or create analytical templates that serve as guide rails for users? How do you roll out the new capabilities? How can leaders encourage data-informed experimentation? Martech professionals must find ways to offer freedom within a framework.
Our duo presentation will cover that last mile. Using case study examples from Campbell Soup Company, Jennifer and Marci will explain how you can actually use data in your marketing organization to achieve business success. Hear best practices for democratizing the data, including:
- How to make a case for change.
- The data's wired up...now what? Tips for rollout.
- The essential question: what to centralize and decentralize.
- The role of a "playbook for insights" and how to put one in place.
- New and emerging roles of the brand based on this new call for transparency.
- Demonstrating and communicating data-driven success across the organization to encourage support and adoption.
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A Legendary Approach: Disrupting Hollywood with Paradigms and Analytics
Hollywood isn't just about glamour and glitz. For blockbuster releases like "Godzilla," "Warcraft," "Jurassic World," "The Hangover" and "Kong: Skull Island," Legendary Entertainment turned to data and analytics to ensure maximum return on every marketing dollar it spends.
In this session, Matt will describe how to:
- build a data-driven organization that drives results
- apply analytics to inform decisions like which movies to make, which actors to cast and when to release the final product
- face the operational challenges of connecting disparate data sources in a way that is actionable
Marketing with Data During the Digital Revolution
Marketing is under siege by the digital revolution. Data is generated at a pace exceeding Moore's Law, and its complexity is increasing. Consumers now expect personalized, one-to-one interactions across their devices throughout their purchase journey. Board members look to the CMO and her department to harness the potential of data before the competition does.
In this session, Katrin and Glenn will cover how EAs uses first-party data effectively and why their "player first" initiative was critical to the organization. They'll also dive into data federation and identity mapping challenges.
Tales from the Trenches: Data Disasters and How to Avoid Them
It's a tale of analytics challenges and data disasters - one that many digital marketing practitioners have had to face and often have had to solve for their clients.
This session is a tactical exposé of the many analytics terrors Michele and her clients have dealt with and how she resolved them using features of Google Analytics and Adobe Analytics. Michele will also share preventative measures and best practices in data governance to keep those disasters at bay.
7 KPIs That Every Business Should be Reporting on, Analyzing and Forecasting
B2B companies measure the number of leads, opptunities, pipeline value and revenue, while B2C companies measure website visits, online purchases and revenue. But those old-school measures are inadequate for today's business decision-makers.
In this session, Justin will describe seven modern KPIs that inform business decisions, including "marketing contribution to pipeline" and "expected lifetime value of a first-time visitor."
The Meaning and Impact of Emerging Data Protection Regulations
As world leaders focus on protecting and securing digital borders, individuals are also better understanding their rights and exerting those rights to protect their personal data.
In this session, Jake will explain how personal data protection regulations are evolving and their impact on marketers with global reach. He will focus on the marketing technology stack requirements to be in compliance with the most pressing changes. You'll leave this session with:
- detailed information about regulations already passed in the EU which impact US companies
- a primer on similar regulatory efforts in the US
- a practical guide to next steps
The Identity Resolution Imperative: Building the Foundation for Marketing in a Post-Digital World
Marketing has always been about knowing the customer. And knowing the customer means being able to identify them. The ability to accurately identify a customer is the most basic assumption made at every step of the marketing process - whether it is deliberately considered or not - making accurate identity resolution the literal foundation for all marketing activities.
As customer experiences become more complex and span multiple interactions, channels and devices, identity resolution will make or break brands' ability to harness customer insights and orchestrate marketing programs. Developing a robust identity resolution strategy requires organizations to carefully develop unified processes, technology and data assets to build, scale and manage customer identities and profiles and connect them to analytics and engagement systems. As one of the few truly unique assets corporations own, the customer identity graph will become the basis for monetizing customer relationships and building sustainable competitive advantages.
This presentation will discuss:
- the future of marketing in customers' context and moments
- the evolving importance of identity resolution as a strategic imperative
- the current and emerging applications of identity resolution
- a framework that brands can follow as they develop their own identity resolution strategies
Singing the Customer Data Platform Blues
Nearly all marketers see the need for a unified customer view, but few have created one. Is the problem lack of time, money, technology, priorities or something else?
In this session David looks at the complexities of creating a unified view, the stages of building one, alternative strategies for moving forward and technologies available to smooth the path.
Key takeaways include:
- functions required to create a unified customer view
- how unified customer data relates to the overall marketing architecture
- finding the right balance between shared systems and ppoint solutions
- realistic timelines and budgets for creating a unified customer database
- what data to store centrally and what to read from source systems on demand
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Martech Transformation: From Aspiration to Roadmap
Digital transformation increasingly occupies the attention of MarTech decision-makers, but many enterprises still struggle to convert aspirations into workable roadmaps. Led by an independent industry analyst, this rapid-fire session will offer a framework and examples about how to refine your priorities and convert them into actionable plans.
Key audience take-aways:
- How to self-assess your current environment
- How to prioritize your technology investments based on customer needs
- How to avoid key mistakes that can dampen your velocity
Designing Customer Experiences by Leveraging Data and Analytics
Building compelling digital experiences is the challenge for marketers. By managing an ever-expanding collection of channels, customer interfaces and technologies - not to mention mountains of data - the marketers who can successfully leverage all their data to create unique and tailored experiences will come out on top.
As marketers build out this sophisticated and complex capability, we need to ensure we are meeting customer and business needs. We also need to always be thinking about how to build customer experiences based on the data we have and evolve the experience as we collect more data and learn more about our own customer needs.
In this session, you'll learn how AARP Services built out their martech platform with the connected customer vision in mind and how they design digital experiences on web, mobile, e-mail and social.
Key takeaways include:
- How to use find insights in your data to help you design customer experiences.
- How to set up clear measurement plans to manage the entire customer journey.
- How to structure your team to move fast and iterate quickly (what we call "iterative learning").
Sprint's Pre-Paid Digital Transformation: Using Machine Learning & Multi-Armed Bandit Experimentation to Optimize Every Interaction Across the Customer Journey
It has become critical for brands to manage every interaction across the customer journey. Missing even one critical interaction can lead to lost sales, market share or unhappy customers. But designing and implementing a digital transformation requires more than just having a plan - you'll need a great team, incredible partners and a singular focus on execution.
Modeling success stories and blueprints from martech giants Amazon, Uber and Netflix, Sprint Prepaid used a hybrid approach that helped them reduce churn and grow overall customer lifetime value.
In this session, you'll hear Angela and Olly discuss how you can use machine learning and multi-variate experimentation to enable your marketing teams to achieve results that are not humanly possible!
The Connected Marketer: A Unifying Approach for Understanding & Managing Digital Transformation
People are connected, your marketing should be too. As we enter the era of the connected individual, new opportunities and challenges are presenting themselves. In the age of the connected individual, the success of your brand will be determined by your ability to combine physical, digital, sensorial and emotional experiences and the interaction your target audience has through those experiences. The channels to reach, engage and serve people are changing, as are their expectations.
You and your company must learn to master four primary tasks, four-human dimensions and seven layers of connectivity, if you are to thrive. In this session Michael Becker will share what it takes to be a Connected Marketer and serve the individual.
In this session you'll learn:
- The need to switch from chasing consumers to serving the "connected individual" and what this means to your marketing
- Insights and evidence of 10 trends that will influence marketing and business over the next decade
- Insights in to what digital transformation really means and how to use it to ride the trends, rather than being drowned by them
- How to integrate The Connected Marketer Approach into your thinking and marketing
From Separate Silos to End-to-End Collaborators: How Martech Bridged the Sales-Marketing Gap for SAP
How can enterprise-level marketing departments test new strategies while still ensuring that marketing and sales efforts are aligned?
Vance will discuss how SAP strategically leveraged its martech stack to get marketing and sales on the same page. They used predictive analytics to gain a new perspective into buyer activity, and they provided visibility of customer and prospect adoption to the sales teams. The result bridged a longstanding communication gap and primed the teams to elevate their tactics and target not only active leads, but also leads with a more latent need for SAP solutions. This moved the conversation from separate silos toward end-to-end marketing and sales collaboration.
James will detail how Market Resource Partners (MRP) navigated the same turbulence on a smaller scale and applied the same predictive technology to its sales efforts. He also will discuss how the learnings from this experience have given MRP the ability to help its clients reach sales-marketing alignment.
How Artificial Intelligence is Transforming Customer Acquisition
Falon and Joseph will present how BlueJeans Network leveraged Node.io's account-based intelligence platform to identify and prioritize execution against their total addressable market. This has allowed BlueJeans Network to develop core sales plays that they have organized and aligned marketing, sales, and product resources around to drive more revenue, faster.
- How to identify and segment your total addressable market using account-based intelligence
- Best practices for defining your ideal customer profiles by segment and using them to prioritize marketing and sales execution
- How to drive powerful alignment across marketing and sales through leveraging core sales plays that most efficiently drive effective market execution
How Microsoft is Driving Stronger Customer Experience and Business Results Through a Highly-Scaled Martech Ecosystem and Tight Integration of Marketing to Sales
Customers now determine their own path to purchase. It's your job as a marketer to understand how to deliver those experiences in an efficient and integrated manner. Microsoft is no exception and needed to develop new strategy in order to integrate those customer experiences from marketing through sales.
In this session, you'll get an inside look at how Microsoft enabled tracking, targeting, and personalization of content as customers move between multiple product marketing programs, progressing as high quality leads to inside sales, field sales, or partners.
The Rise of Conversational AI - A Marketer's Guide to Chatbots
The talk has been all about conversational AI - or chatbots - for the past year.
Does conversational AI really work, and how pervasive will it be? What are the potential use cases? And what will the impact on martech be?
In this session, you'll get a look at the future of marketing in an AI-driven world.
Marketing Tech's Next Game Changer: Bot-to-Bot Marketing
No doubt about it, bots are coming. Today's first-generation business chatbots are just the beginning. In the very near future, bots are going to be personal assistants. And they'll coexist with AI-powered software agents that represent businesses.
In this session, Adam will imagine a future where a personal bot - motivated completely by logic and unswayed by emotion - can synthesize and analyze all the information in the world in seconds. When machines with machine logic are empowered to make purchase decisions, how then do brands build loyalty? Does brand loyalty matter? Adam will provide insights into preparing for this game-changing, bot-driven world, including:
- How bot-to-bot marketing may become the loyalty platform of the future.
- What marketers and developers should be considering today.
- How the technology has the potential to impact the way marketers reach consumers.
View the complete agenda here.
Attend any of our eight featured topics at MarTech. You’ll choose from the more than 60 sessions on Adtech, Data & Analytics, Digital Transformation, Martech Leadership, Operations, Technology and Emerging Martech.