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Agenda
Welcome to MarTech! The entire fall season is now available. Click the "Watch" buttons below to begin or continue discovering new solutions, sessions, strategies, and insights. Still need to sign up? Grab your FREE pass here!
Wednesday — September 28th, 2022
Keynote
Catching up with accelerating customer expectations: A keynote conversation
Catching up with accelerating customer expectations: A keynote conversation
Apple
Gmail
Outlook.com
Yahoo Mail
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Alicia Arnold, Managing Director, fifty-five
Jess Weimer, Vice President, Enterprise Marketing, Upwork
Kim Davis, Editorial Director, MarTech
Speaker
Alicia Arnold
Managing Director, fifty-five
Alicia Arnold is the Managing Director for Data Firm fifty-five. Responsible for overseeing the operations and performance of fifty-five in the US across new verticals, delivering on business strategies, nurturing talent, and enhancing company culture. Previously, Alicia was a Client Partner at Cognizant, before which she ran her own customer experience, digital transformation and marketing consulting business ak Arnold. Earlier, she worked for Forrester as a Solutions Partner, and she was SVP, Account Director at Hill Holliday.
Speaker
Jess Weimer
Vice President, Enterprise Marketing, Upwork
Jess Weimer is a modern demand-to-revenue B2B enterprise marketing executive with proven achievement in building and scaling global, data-driven, operationally savvy, integrated demand strategies directly resulting in pipeline attainment. Jess’s transformative results have garnered several industry awards and speaking opportunities at both B2B and Marketing specific conferences. Jess has led globally scaled, impactful teams through successful exits - both acquisition and IPO.
Speaker
Kim Davis
Editorial Director, MarTech
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN.
Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist.
Catching up with accelerating customer expectations: A keynote conversation
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Session overview
The desire for seamless, efficient, and rewarding customer experiences had been on the rise for years before COVID. But the forced pivot to an online environment -- for everything from buying groceries to hosting meetings to evaluating tech solutions -- accelerated that evolution tremendously.
As a result, B2C shoppers are demanding increasingly digital, self-service, frictionless journeys across multiple channels... and, remarkably, B2B buyers are following suit -- blurring the lines between work hours and leisure time. If you don’t meet them where they are… and if their needs aren’t met… the competition is only a click away.
But... where are they?
Many marketers are struggling with limited visibility into the customer journey -- because, for both B2B and B2C buyers, that journey is increasingly self-guided. Consumers are choosing when and where they engage across countless channels. B2B prospects are learning from their peers, doing their own research, and arming themselves with a thorough knowledge of the product before they ever speak with sales.
Join Kim Davis, Editorial Director at MarTech, as he discusses this critical evolution with Alicia Arnold, Managing Director at fifty-five, and Jess Weimer, Vice President of Enterprise Marketing at Upwork, in this candid keynote conversation.
On the B2C side, Alicia will shed light on what this evolution means in terms of your technology strategy, while Jess will explore the trends in B2C behavior that are emerging in B2B buyers, and how B2B brands can (and must) adapt.
You'll walk away with an in-depth look at the current behaviors of B2B and B2C customers, and reliable strategies to deliver digital experiences that exceed unprecedented expectations.
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Speakers
Alicia Arnold
Managing Director, fifty-five
Jess Weimer
Vice President, Enterprise Marketing, Upwork
Kim Davis
Editorial Director, MarTech
Break
Concurrent Sessions
How PMC launched a first-party data strategy: Why, what, what’s next
How PMC launched a first-party data strategy: Why, what, what’s next
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Eugene Saburi, Chief Business Officer, Treasure Data
Matt Knapp, Director of Data, PMC
Brett Goverman, Associate VP, Data Strategy, PMC
Speaker
Eugene Saburi
Chief Business Officer, Treasure Data
Before joining Treasure Data, Saburi was a founding Partner of GeoFusion, an advisory firm that helped late-stage technology start-ups on growth and international expansion. Prior to that he served as the President at Adobe, where he was responsible for all aspects of Adobe’s business in Japan, the second largest country region for the company. At Adobe Japan, Saburi played an instrumental role in transforming the business to a cloud-based subscription model while successfully launching the digital marketing business. Earlier in his career, Saburi spent nearly two decades at Microsoft spanning across U.S. and Japan. At Microsoft, he served in a variety of executive roles including General Manager in the Server and Tools business, where he had global responsibility for products including SQL Server, Windows Server and Azure.
Speaker
Matt Knapp
Director of Data, PMC
Matthew Knapp is Director of Data at PMC. He has 10 years of experience in digital advertising and 20 years of experience in data and analytics. During his current 4 years at PMC, he architected their data warehouse and launched multiple data products, including the CDP, growing the data team from 2 to 10 employees.
Speaker
Brett Goverman
Associate VP, Data Strategy, PMC
Brett Goverman is an Ad tech professional with experience in developing first-party data strategies. He aims to drive change within organizations with his strong background in identity, analytics, and cookieless technology.
How PMC launched a first-party data strategy: Why, what, what’s next
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Session overview
Penske Media Corporation (PMC) is a leading global media company serving passionate audiences across 30+ iconic brands such as Variety, Rolling Stone, and SXSW. With an uncertain future for third-party cookies, the Technology group at PMC set out to build a first-party data strategy in Q3 2020. Now they have a tech stack that scales with business growth and allows PMC to collect privacy-compliant first-party data from more than 300 million monthly users across all brands.
Join Brett Goverman, Associate VP of Data Strategy with PMC, Matt Knapp, Director of Data with PMC, and Eugene Saburi, Chief Business Officer with Treasure Data, for this insightful, data-driven presentation.
After this session, you'll be able to:
- Build a business case for your first-party data strategy
- Define the ideal tech stack for your business, powered by an Enterprise CDP
- Apply aha moments and lessons learned from PMC's journey
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Speakers
Eugene Saburi
Chief Business Officer, Treasure Data
Matt Knapp
Director of Data, PMC
Brett Goverman
Associate VP, Data Strategy, PMC
Sponsored by: Treasure Data
Treasure Data Customer Data Cloud helps enterprises use all of their customer data to improve campaign performance, achieve operational efficiency, and drive business value with connected customer experiences. Our suite of customer data platform solutions integrates customer data, connects identities in unified customer profiles, applies privacy, and makes insights and predictions available for Marketing, Service, Sales, and Operations to drive personalized engagement and improve customer acquisition, sales, and retention. To learn more, visit www.treasuredata.com.
See Spot scale! How Petco delivers scalable, efficient, hyper-personalized email
See Spot scale! How Petco delivers scalable, efficient, hyper-personalized email
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Hilary Givens, Product Marketing Manager, Salesforce
Brad Bettinson, Vice President Enterprise Solutions, Jam Direct
Andrea Mathews, VP/Head of Customer Engagement & Loyalty, Petco
Speaker
Hilary Givens
Product Marketing Manager, Salesforce
Hilary Givens is a Salesforce Product Marketer with 8 years of experience across digital marketing, brand marketing, digital advertising, release marketing, sales enablement, CRM, and partner relations. Above all, Hilary is a creative thinker with a passion for turning complex subject matter into engaging and enticing content.
Speaker
Brad Bettinson
Vice President Enterprise Solutions, Jam Direct
Brad leads the design of enterprise solutions at JAM Direct, a CRM company that solves marketing challenges through 1:1 communications powered by data and technology. As a marketing professional with 20 years of experience, Brad's digital marketing and development expertise helps JAM deliver enterprise-grade marketing automation solutions. As a certified Salesforce Marketing Cloud Consultant with over 10 years in the platform, his hands-on experience is helping JAM’s clients achieve the customer-centric transformations that are key to their CRM success.
Speaker
Andrea Mathews
VP/Head of Customer Engagement & Loyalty, Petco
Andrea Mathews is a Head of Customer Engagement & Loyalty at Petco Animal Supplies based in San Diego, California. Andrea is an energetic, results-oriented marketing leader with vast strategic, functional and technical experience, she has a passion for deepening connections between brands and their customers. Andrea is energized when leading teams and working cross-divisionally to create and implement customer-centric marketing strategies, programs and experiences that have short- and long-term impact. Combining collaboration, data-driven analysis, and out-of-the-box thinking, Andrea helps organizations meet challenges and create new opportunities to drive growth, improve the customer experience, and build loyalty.
See Spot scale! How Petco delivers scalable, efficient, hyper-personalized email
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Session overview
Petco has implemented a highly successful customer-first strategy that delivers on its brand promise by putting helpful, relevant, and highly-personalized communications into the inbox of pet parents everywhere.
Join Andrea Mathews, VP of CRM at Petco, Brad Bettinson, VP of Enterprise Solutions at JAM Direct, and Hilary Givens, Product Marketing Manager at Salesforce, for an inside look at how Petco leverages Salesforce Marketing Cloud to design and execute email programs that are both scalable and efficient.
After this session, you'll be able to:
- List the key learnings that have contributed to Petco’s success
- Understand critical factors in organizational transformation
- Navigate critical Marketing Cloud features, including automation, Journey Builder, Einstein AI, and more
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Speakers
Hilary Givens
Product Marketing Manager, Salesforce
Brad Bettinson
Vice President Enterprise Solutions, Jam Direct
Andrea Mathews
VP/Head of Customer Engagement & Loyalty, Petco
Sponsored by: Salesforce
Salesforce is the world’s #1 customer relationship management (CRM) platform. We help your marketing, sales, commerce, service and IT teams work as one from anywhere — so you can keep your customers happy everywhere.
We bring companies and customers together.
Salesforce unites your marketing, sales, commerce, service, and IT teams from anywhere with Customer 360 — one integrated CRM platform that powers our entire suite of connected apps. With Customer 360, you can focus your employees on what’s important right now: stabilizing your business, reopening, and getting back to delivering exceptional customer experiences.
From undervalued to invaluable: How CTV powers B2B ad strategy
From undervalued to invaluable: How CTV powers B2B ad strategy
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Hooman Javidan-Nejad, Director of Performance Marketing, MNTN
Speaker
Hooman Javidan-Nejad
Director of Performance Marketing, MNTN
Hooman Javidan-Nejad leads all demand generation and performance marketing efforts at MNTN. Previously, Hooman served as director of international business development at GIG working directly with the CEO of the group on global expansion strategies. Prior to GIG, Hooman oversaw business strategy development and execution for multiple financial services and technology companies.
From undervalued to invaluable: How CTV powers B2B ad strategy
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Session overview
Still think Connected TV (CTV) isn’t the right solution for your B2B business? Think again. CTV is a high-impact, demand generation machine -- the perfect place to differentiate your brand. Its digital roots not only measure performance on-platform but also provide actionable insights, from audiences to messaging, that can help power your entire ad mix.
Join Hooman Javidan-Nejad, Director of Performance Marketing at MNTN, as he outlines how CTV complements and elevates a B2B ad strategy.
After this session, you'll be able to:
- Understand how adding CTV can bolster your other ad efforts
- Explain how CTV’s wealth of data goes beyond the upper funnel
- Implement tips to transform a CTV campaign into market research that can inform your strategy on other ad channels
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Speakers
Hooman Javidan-Nejad
Director of Performance Marketing, MNTN
Sponsored by: MNTN
MNTN builds advertising software for brands to drive measurable conversions, revenue, site visits and more through the power of television. MNTN Performance TV is the world’s first and only Connected TV advertising platform optimized for direct-response marketing goals. It redefines what advertisers can do with television, giving them the power to tie performance directly to their TV campaigns.
Television is the most powerful ad medium in the world. We believe that it belongs right alongside paid search and social in advertisers’ direct-response marketing strategies. That’s why we applied our years of experience building performance marketing software to create an ad platform that combines the precision of digital with the impact of television. MNTN Performance TV offers a suite of targeting, measurement, and automated optimization technology designed to deliver the results marketers expect from their performance channels. Our mission isn’t just to ensure your TV campaigns hit your goals, it’s to leave a lasting impact that helps you drive business for years to come.
The do’s and don’ts of account-based GTM strategies: Lessons from the front line
The do’s and don’ts of account-based GTM strategies: Lessons from the front line
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Scott Vaughan, Chief Advisor, Vaughan GTM Advisory
Speaker
Scott Vaughan
Chief Advisor, Vaughan GTM Advisory
Scott Vaughan is a B2B CMO and go-to-market leader. After several CMO and business leadership roles, Scott is now an active advisor and consultant working with CMO, CXOs, founders, and investors on business, marketing, product, and GTM strategies. He thrives in the B2B SaaS, tech, marketing, and revenue world.
His passion is fueled by working in-market to create new levels of business and customer value for B2B organizations. His approach is influenced and driven by his diverse experience as a marketing leader, revenue driver, executive, market evangelist, speaker, and writer on all things marketing, technology, and business. He is drawn to disruptive solutions and to dynamic companies that need to transform.
The do’s and don’ts of account-based GTM strategies: Lessons from the front line
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Session overview
We’re more than seven years into the account-based revolution. Whether you're talking about account-based marketing, experience, strategy, or anything in between, by now, there's a litany of critical do’s and don’ts smart marketers should pay heed to.
Join Scott Vaughan, Chief Advisor at Vaughan GTM Advisory, as he walks you through the most important learnings, areas of focus, and practices to ensure you have in place or can pivot quickly to a better place using account-based strategies.
Scott spent months meticulously compiling and organizing information from therapeutic interviews of real-world B2B practitioners and leaders -- so you can benefit from their shared ABM advice. You'll even receive a few slides to use in your internal account-based working sessions and debates -- plus a cheat sheet on how to (re-)launch, accelerate, and advance adoption and impact.
After this session, you'll be able to:
- Understand when ABM works and when account-based efforts fail and how to avoid the latter
- Nail the essentials of account-based strategies, plays, and motions
- Rally, align, and lock arms across the organization no matter what stage of ABM adoption
- Gain other random points of wisdom when it comes to ABX as a GTM strategy
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Speakers
Scott Vaughan
Chief Advisor, Vaughan GTM Advisory
Break
Concurrent Sessions
Trust is the new currency: The value of first-party data
Trust is the new currency: The value of first-party data
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Arshdeep Sood, Marketing Solutions Engineer, OneTrust PreferenceChoice
Speaker
Arshdeep Sood
Marketing Solutions Engineer, OneTrust PreferenceChoice
Arshdeep Sood serves as a Solutions Engineer at OneTrust PreferenceChoice— part of the #1 most widely used privacy, security and marketing user experience technology platform. In her role, she advises companies large and small on engineering best practices to drive engaging user experiences and build trust while demonstrating compliance across 100s of global data privacy regulations, including the CCPA, TCPA, CASL and GDPR. Arshdeep is a Certified Information Privacy Professional (CIPP/E, CIPM) with a Masters in Electrical & Computer Engineering from Georgia Institute of Technology. She also holds a certificate in Management of Technology from Scheller College of Business.
Trust is the new currency: The value of first-party data
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Session overview
Digitization and data-driven marketing accelerated this year, causing companies to re-think their data strategies. Forward-thinking marketers and advertisers realize we are moving to a cookie-less future and that it’s time to take total control of their first-party data, making it as comprehensive, accurate, and usable as possible.
Using first-party data in a privacy-conscious way is key. Companies that have already prioritized this are poised for even more market dominance, so there’s little time to spare when it comes to addressing your first-party data capture and management approach.
Join Arshdeep Sood, Marketing Solutions Engineer at OneTrust, to discover the true value of first-party data.
After this session, you'll be able to:
- Empower your business to be an industry leader in customer trust and compliance
- Develop a game plan now before the deprecation of third-party cookies
- Implement best practices for capturing, governing, and orchestrating first-party data for privacy-first activation
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Speakers
Arshdeep Sood
Marketing Solutions Engineer, OneTrust PreferenceChoice
Sponsored by: OneTrust
As society redefines risk and opportunity, OneTrust empowers tomorrow’s leaders to succeed through trust and impact with the Trust Intelligence Platform. The market-defining Trust Intelligence Platform from OneTrust connects privacy, GRC, ethics, and ESG teams, data, and processes, so all companies can collaborate seamlessly and put trust at the center of their operations and culture by unlocking their value and potential to thrive by doing what’s good for people and the planet.
Pedal to the metal: How Comoto accelerates cross-brand omnichannel marketing with first-party data
Pedal to the metal: How Comoto accelerates cross-brand omnichannel marketing with first-party data
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Jackie Rousseau-Anderson, Chief Customer Officer, BlueConic
Dana Green, Director of Ecommerce and Optimization, Comoto Family of Brands
Speaker
Jackie Rousseau-Anderson
Chief Customer Officer, BlueConic
Jackie has spent her career at the intersection of data and customer success. Most recently, Jackie was a partner at ScaleHouse, where she helped data and analytics companies scale their commercial and product strategies. Before ScaleHouse, she served as Chief Client Officer at Simmons Research, where she spearheaded its client-first strategy, directed all sales and client service, led the custom research business, and helped transition Simmons from an Experian sub-brand to a stand-alone, private-equity-owned company. She also held various roles at Forrester Research and J.D. Power & Associates, innovating with clients on ways to bring data into their organizations.
Prior, she served as Chief Client Officer at Simmons Research, helping transition Simmons from an Experian sub-brand to a stand-alone, private-equity-owned company. She also held various roles at Forrester Research and J.D. Power & Associates, innovating with clients on ways to bring data into their organizations. As a frequent speaker and lecturer, Jackie’s expertise has been cited in The New York Times, The Wall Street Journal, and more.
In addition to her current role, Jackie also serves as an advisor for Boston chapter of Women in Research, advises the American Cancer Society’s Young Executive Committee, and is a Board Member of the National Association of Women Sales Professionals.
Speaker
Dana Green
Director of Ecommerce and Optimization, Comoto Family of Brands
Dana Green is an innovative digital & marketing strategist with 10+ years’ experience designing digital customer conversion strategies to surpass business revenue goals. Dana is an analytical and passionate team player with expertise in data analytics, marketing, project management, and digital experience. Extensive experience working with third-party vendors and managing external and internal client relationships. Dana has a proven ability to develop and lead project teams to achieve on-time goal completion.
Pedal to the metal: How Comoto accelerates cross-brand omnichannel marketing with first-party data
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Session overview
America's largest powersports aftermarket retailer, Comoto, is home to Cycle Gear, J&P Cycles, RevZilla, and the Rever app. With over 150 stores nationwide (at Cycle Gear alone), ecommerce sites for all three brands, a ride tracking app, and a blog platform called Common Tread, Comoto manages a complex ecosystem of customer data housed in a multitude of systems.
Join Dana Green, Director of Ecommerce and Optimization at Comoto, and Jackie Rousseau-Anderson, Chief Customer Officer at BlueConic, in this fireside chat to hear how they use a customer data platform to build more engaging customer interactions that lead to increased average order value, gain new insights that validate or debunk hypotheses and provide real-time experience recommendations.
After this session, you’ll be able to:
- Understand how unified customer data unlocks the potential of your marketing channels
- Build a framework for implementing and understanding the value of a first-party data-driven omnichannel strategy
- Inspire your teams with use cases for a customer data platform
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Speakers
Jackie Rousseau-Anderson
Chief Customer Officer, BlueConic
Dana Green
Director of Ecommerce and Optimization, Comoto Family of Brands
Sponsored by: BlueConic
BlueConic, the leading pure-play customer data platform, liberates companies’ first-party data from disparate systems and makes it accessible wherever and whenever it is required to transform customer relationships and drive business growth. Over 300 companies use BlueConic to unify data into persistent, individual-profiles, and then activate it across customer touchpoints and systems in support of a wide range of growth-focused initiatives, including customer lifecycle orchestration, modeling and analytics, digital products and experiences, audience-based monetization, and more.
3 keys to preparing for customer journey orchestration
3 keys to preparing for customer journey orchestration
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Greg Kihlstrom, Principal, GK5A
Speaker
Greg Kihlstrom
Principal, GK5A
Greg Kihlström is a best-selling author, speaker, and entrepreneur, currently an advisor and consultant to top companies on customer experience, employee experience, and digital transformation initiatives as Principal and Chief Strategist at GK5A. He is also the host of The Agile Brand with Greg Kihlström podcast. He is a two-time CEO and Co-Founder, growing both companies organically and through acquisitions, and ultimately leading both to be acquired (one in 2017, and the other in 2021). As a strategist, digital transformation, and customer experience advisor, he has worked with some of the world’s top brands, including AOL, Choice Hotels, Coca-Cola, Dell, FedEx, GEICO, Marriott, MTV, Starbucks, Toyota, and VMware.
3 keys to preparing for customer journey orchestration
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Session overview
Customer journey orchestration (CJO) promises a seamless experience for your customers and greater revenue through timely and relevant offers and actions. Getting to that point, however, takes careful planning, coordination across teams, and choosing the right platforms and metrics to tie it all together.
Join Greg Kihlstrom, Principal, GK5A, as he walks you through actionable tips to prepare for successful customer journey orchestration in three key areas: people, processes, and platforms.
After this session, you’ll be able to:
- Align teams across your organization that are vital to CJO success
- Boost your efficiency by adopting best practices and processes for journey orchestration
- Choose the best platforms to support your efforts
Apple
Gmail
Outlook.com
Yahoo Mail
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Speakers
Greg Kihlstrom
Principal, GK5A
Site search 101: The most effective content marketing tool (you’re probably forgetting)
Site search 101: The most effective content marketing tool (you’re probably forgetting)
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William Tseng, Director of Sales Engineering, Lucidworks
Speaker
William Tseng
Director of Sales Engineering, Lucidworks
William Tseny helps companies drive revenue, understand their customers, discover content, and answer questions using search and machine learning as a primary catalyst. Creating multi-vertical solutions driven by scaleable search and machine learning for E-commerce, Enterprise, Big Data, Insights, and Analytics. Champion of Lucidworks Fusion, Apache Solr, and Apache Spark.
Site search 101: The most effective content marketing tool (you’re probably forgetting)
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Session overview
Your website is packed with compelling content from product descriptions to location pages to blog posts. But often the marketing strategy overlooks the importance of search capabilities within their websites.
Join William Tseng, Director of Sales Engineering at Lucidworks, as he walks you through actionable tips to improve your site's search functionality to drive successful content conversions when visitors find what they need and become buying customers and advocates of your brand.
After this session, you’ll be able to:
- Understand how data insights can help create better website experiences
- Boost best practices for improving content findability and relevance
- Utilize tools to empower business teams to deliver the right content at the right time
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Speakers
William Tseng
Director of Sales Engineering, Lucidworks
Sponsored by: Lucidworks
Lucidworks believes that the core to a great digital experience starts with search and browse. Lucidworks captures user behavior and utilizes machine learning to connect people with the products, content, and information they need. The world’s largest brands, including Lenovo, Red Hat, Reddit, and Cisco Systems rely on Lucidworks’ suite of products to power commerce, customer service, and workplace applications that connect users to their goals and help them discover highly relevant information along the way. Learn more at Lucidworks.com.
Break
Concurrent Sessions
3 steps to grow your customer base with digital experience
3 steps to grow your customer base with digital experience
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Tom Bianchi, VP Corporate Marketing, Acquia
Speaker
Tom Bianchi
VP Corporate Marketing, Acquia
Tom Bianchi is an international marketing leader with 15 years of experience in B2B Marketing. He has worked both for large software vendors and hyper-growth startups. Throughout his career, Tom has built and led global marketing functions and processes spanning the globe. With a keen focus on using data to guide decisions, Tom has a track record of helping the businesses he works with drive revenue and growth through successful marketing. Tom currently leads the EMEA Marketing function for Acquia, where he is also overseeing the re-design and re-platform of Acquia.com to create a beautiful drupal based digital experience.
3 steps to grow your customer base with digital experience
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Session overview
Using positive digital experiences to grow your customer base can be tough on the best of days. Doing it while the global economic atmosphere is, shall we say, turbulent? That requires even more finesse.
Join Tom Bianchi, VP Corporate Marketing at Acquia, as he discusses three steps to grow your customer base through digital experience — economic turbulence notwithstanding. You'll walk away with a better understanding of how you can keep your organization’s digital experiences in order even when the world’s a little chaotic.
After this session, you'll be able to:
- Explain how well-developed content plays a pivotal role in customer experience
- Understand why mindfully collected data is central to building content that’s relevant to your customers’ needs
- Implement low-code design capabilities to empower your team to deliver stunning digital experiences at scale
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Speakers
Tom Bianchi
VP Corporate Marketing, Acquia
Sponsored by: Acquia
Acquia empowers the world’s most ambitious brands to create digital customer experiences that matter. With open source Drupal at its core, the Acquia Digital Experience Platform (DXP) enables marketers, developers and IT operations teams at thousands of global organizations to rapidly compose and deploy digital products and services that engage customers, enhance conversions, and help businesses stand out. Learn more at www.acquia.com.
Why moving assets into a DAM is not enough: From migration to transformation
Why moving assets into a DAM is not enough: From migration to transformation
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Michelle Tackabery, Digital Asset Management Specialist, Oneida Nation Enterprises
Speaker
Michelle Tackabery
Digital Asset Management Specialist, Oneida Nation Enterprises
Michelle Tackabery is a digital content librarian, Certified Knowledge Manager (CKM), and manager of corporate marketing assets. She is a veteran digital marketer with experience creating websites, blogs, social media, and an array of other digital assets optimized for external search and internal findability using CMS, DAM, KM, and a host of other tools & platforms. Michelle has proven expertise in emerging technologies, SEO/SEM, developer/DevOps communications, virtualization, cloud and as-a-service (XaaS) solutions, web and mobile development, electronic devices, the Internet of Things, automated intelligence/AI, information science, collections, curation, digital preservation, and metadata.
Why moving assets into a DAM is not enough: From migration to transformation
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Session overview
A digital asset management (DAM) system is a technical solution with enormous potential for marketing organizations. In fact, a DAM can change your enterprise into a dream team, afire with industry-leading creativity and powered by smart automation. By decreasing the amount of time marketing spends finding and sharing assets, you’ll be able to present a more consistent brand message across channels, faster and more efficiently, for higher customer satisfaction and distinct strategic advantage.
Join Michelle Tackabery, a DAM specialist at Oneida Nation Enterprises, to learn why migrating your assets into a DAM is just a necessary first step. To truly transform your organization, the next moves you make can speed up internal and external search, introduce efficiencies, reduce the administrative work creatives must handle, and make marketing fun again.
After this session, you’ll be able to:
- Capture marketing work processes to map more efficient workflow templates in your project management tool
- Adapt or adopt a MAM, SAM, ECM, or other tools to publish/push assets to other business units
- Evangelize the future state of your marketing operations to energize DAM adoption while engaging stakeholders
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Speakers
Michelle Tackabery
Digital Asset Management Specialist, Oneida Nation Enterprises
Overcoming differences in marketing, product, and business intelligence analytics
Overcoming differences in marketing, product, and business intelligence analytics
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Adam Greco, Product Evangelist, Amplitude
Speaker
Adam Greco
Product Evangelist, Amplitude
Adam Greco is one of the leaders of the digital marketing analytics industry. As one of the earliest customers and employees at Omniture, he has helped thousands of organizations improve their digital properties through the use of data. Adam has blogged extensively about digital marketing analytics and authored the preeminent book on Adobe Analytics. Adam has served as a board member to several digital analytics organizations and has won several awards from the Digital Analytics Association. Adam is currently a product evangelist for Amplitude where he helps leading organizations strategize around using data for digital marketing.
Overcoming differences in marketing, product, and business intelligence analytics
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Session overview
Over the past several years, investing in digital transformation has revolutionized businesses around the world. But it's also impacted the roles of marketing and product teams... often leading to tension between the two.
Join Adam Greco, Product Evangelist at Amplitude, to discover actionable tips to resolve that tension, plus a look at the future of the digital analytics market and how digital analytics differs from business intelligence.
After this session, you’ll be able to:
- Understand how the digital analytics industry is consolidating and what essential changes to monitor
- Master the difference between marketing analytics and product analytics
- Recognize how digital analytics differs from business intelligence
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Speakers
Adam Greco
Product Evangelist, Amplitude
Sponsored by: Amplitude
Amplitude is the Digital Optimization System. Powered by the proprietary Amplitude Behavioral Graph, the Digital Optimization System enables organizations to see and predict which combination of features and actions translate to business outcomes - from loyalty to lifetime value - and intelligently adapt each experience in real-time based on these insights. Amplitude is the brain behind more than 45,000 digital products at over 1,000 enterprise customers and 23 of the Fortune 100, helping them innovate faster and smarter by answering the strategic question ‘how do our digital products drive our business?’
Unlock customer obsession with email marketing
Unlock customer obsession with email marketing
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Shar VanBoskirk, VP, Principal Analyst, Forrester
Speaker
Shar VanBoskirk
VP, Principal Analyst, Forrester
Shar helps CMOs lead customer-obsessed strategies at their firms while also transforming their marketing functions to deliver brand experiences that are relevant to empowered customers. Her specific research focuses on marketing strategy, budgets, staffing, organization, and creating an operating model for customer obsession.
Shar has spent many years helping clients create optimal digital marketing teams and programs, leveraging research on email marketing, consumer psychology, storytelling, and digital maturity. During her 18 years with Forrester, Shar has been instrumental in the development of many of the company's marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.
Unlock customer obsession with email marketing
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Session overview
Great personalization is a competitive advantage. It must be individualized, scalable, and centered entirely on delighting your customers at every turn. Explore how innovative loyalty campaigns hit the right note with customers and drive business at the same time
Join Shar VanBoskirk, VP, Principal Analyst at Forrester, to discover the framework for being a customer-obsessed brand and the questions marketers should be asking themselves when putting it into practice.
After this session, you’ll be able to:
- Understand the role identity and first-party data play in being customer obsessed
- Use email as a power channel for personalization and customer connections
- Create a consistent, individualized experience across digital channels
If your calendar provider is not listed,
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Speakers
Shar VanBoskirk
VP, Principal Analyst, Forrester
Sponsored by: Zeta Global
Zeta Global (NYSE: ZETA) is a leading data-driven, cloud-based marketing technology company that empowers enterprises to acquire, grow and retain customers more effectively and efficiently. The Company’s Zeta Marketing Platform (the “ZMP”) is the largest omnichannel marketing platform with identity data at its core. The ZMP analyzes billions of structured and unstructured data points to predict consumer intent by leveraging sophisticated artificial intelligence to personalize experiences at scale. Founded in 2007 by David A. Steinberg and John Sculley, the Company is headquartered in New York City. For more information, please go to www.zetaglobal.com.
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Concurrent Sessions
Streamline marketing data operations: How Nutanix builds digital analytics for scale
Streamline marketing data operations: How Nutanix builds digital analytics for scale
If your calendar provider is not listed,
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Nia Coleman, Product Marketing Manager, Salesforce
Michael Hawkins, Sr Marketing Operations Analyst, Nutanix
Speaker
Nia Coleman
Product Marketing Manager, Salesforce
As a Product Marketing Manager, Nia Coleman empowers customers to solve business critical marketing analytics and data challenges with the help of Salesforce Intelligence, the leading marketing performance and analytics platform. She focuses now on helping companies make data-driven marketing decisions and optimize their results. Nia is inspired by customer obsessed brands that make the most of every moment by delivering exceptional, personalized, and meaningful experiences. Prior to her role at Salesforce, she was a Solutions Consultant for Adobe's Experience Cloud.
Speaker
Michael Hawkins
Sr Marketing Operations Analyst, Nutanix
Michael is a senior marketing operations analyst at Nutanix. Michael is a goal-oriented, successful marketer with a 10+ year track record of bridging the gap between sales and marketing. Marketo, Pardot and SFDC admin certified, Michael loves working on MarTech stack optimizations, ensuring all leads flow to SFDC for end-to-end complete funnel management.
Streamline marketing data operations: How Nutanix builds digital analytics for scale
Still need to register? Grab your free pass here.
Session overview
Nutanix Marketing Operations had a mandate to generate cross-channel insights to optimize marketing spend, while ensuring quality and reliable data for reporting and analytics.
Join Nia Coleman, Product Marketing Manager at Salesforce, and Michael Hawkins, Sr Marketing Operations Analyst at Nutanix, to learn how to overcome data obstacles and build a global data strategy and foundation to connect marketing programs to business outcomes.
After this session, you'll be able to:
- Unify all marketing data efficiently to gain a single view of investments and outcomes
- Leverage automation to derive rich insights on campaign performance
- Maximize media spend and ROI through campaign and creative optimization
If your calendar provider is not listed,
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Speakers
Nia Coleman
Product Marketing Manager, Salesforce
Michael Hawkins
Sr Marketing Operations Analyst, Nutanix
Sponsored by: Salesforce
Salesforce is the world’s #1 customer relationship management (CRM) platform. We help your marketing, sales, commerce, service and IT teams work as one from anywhere — so you can keep your customers happy everywhere.
We bring companies and customers together.
Salesforce unites your marketing, sales, commerce, service, and IT teams from anywhere with Customer 360 — one integrated CRM platform that powers our entire suite of connected apps. With Customer 360, you can focus your employees on what’s important right now: stabilizing your business, reopening, and getting back to delivering exceptional customer experiences.
(Re)energize your digital content supply chain
(Re)energize your digital content supply chain
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Josh Gibbs, Vice President of Product, Canto
Speaker
Josh Gibbs
Vice President of Product, Canto
(Re)energize your digital content supply chain
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Session overview
Remote and hybrid work are here to stay. In this new virtual workplace, organizations are still struggling to find the best workflows to plan, create, and distribute their digital content. Many creative and marketing teams have tried to get by cobbling together an assortment of disconnected platforms. But with no operational hub, these makeshift tech stacks create a digital content supply chain that doesn’t work efficiently.
Without a single source of truth, teams face lost or misplaced digital assets, broken content workflows, duplicate work, and issues with creative collaboration. So how do you create a digital content supply chain that does work the way you need it to?
Join Josh Gibbs, Vice President of Product at Canto, to find out.
After this session, you'll be able to:
- Build a content tech stack that leverages a digital asset management platform as the hub of your digital content supply chain
- Streamline digital content workflows to produce content more efficiently at scale
- Enable better collaboration on your remote or hybrid teams
If your calendar provider is not listed,
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Speakers
Josh Gibbs
Vice President of Product, Canto
Sponsored by: Canto
Nobody makes it easier to collect, manage and share digital content from anywhere.
A leader in digital asset management, Canto provides a simple, visual way to manage and share images, video and other digtal brand assets from a central location. Canto enables marketing and creative teams to streamline workflows, increase asset velocity, and ensure that colleagues and external partners have access to the right content, on-demand, every time.
A simple yet powerful solution, Canto has helped thousands of comanies – including top brands like Birkenstock, LinkedIn and Godiva – take control of their digital content libraries and get more out of their digital brand assets.
For more information, visit Canto.com.
It takes two to tango: How marketers and data analysts can excel together
It takes two to tango: How marketers and data analysts can excel together
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Arti Munshi, Sr. Market Research Manager, National University
Steve Petersen, Marketing Technologist, Wyndham Hotels & Resorts
Speaker
Arti Munshi
Sr. Market Research Manager, National University
Arti Munshi is a data-driven Analytics Manager with six years of experience in the Higher Ed non-profit sector identifying actionable marketing and product opportunities through customer analysis and statistical information. She is student-focused while being adept at influencing strategy segmentation and campaign execution to optimize marketing investment. Arti is a skilled collaborator comfortable working across key functional business areas to deploy analytical insights around acquisition and retention-based strategies.
Speaker
Steve Petersen
Marketing Technologist, Wyndham Hotels & Resorts
Steve Petersen is a B2B and B2C marketing technologist. He currently is a member of Wyndham Hotels & Resorts' Digital Products Team and has also worked in marketing technology roles at revenue management platform provider Zuora and before that at Western Governors University. Petersen holds a Master of Information Management from the University of Maryland and a Bachelor of Arts in International Relations from Brigham Young University. He's also a Certified ScrumMaster and lives in the Salt Lake City, UT area. Petersen represents his own views, not those of his current or former employers.
It takes two to tango: How marketers and data analysts can excel together
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Session overview
Marketers and data analysts have distinct roles and skill sets. But nowadays, successful marketing requires both marketers and analysts to work well together, despite the tendency for them to butt heads.
Join Steve Petersen, Marketing Technology Manager at Zuora, and Arti Munshi, Senior Market Research Manager at National University, as they discuss common factors for marketers to consider that will help analysts provide the information they need... and help the entire team excel together better and more quickly.
After this session, you'll be able to:
- Identify common issues that can affect data analysis and reporting
- Understand high-level scenarios when such hurdles arise
- List prominent factors that data analysts consider when responding to marketing requests
If your calendar provider is not listed,
please add the session details manually.
Speakers
Arti Munshi
Sr. Market Research Manager, National University
Steve Petersen
Marketing Technologist, Wyndham Hotels & Resorts
Keys to identity resolution: Connecting the known and unknown
Keys to identity resolution: Connecting the known and unknown
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Ian Clayton, Chief Product Officer, Redpoint Global
Steve Zisk, Senior Product Marketing Manager, Redpoint Global
Speaker
Ian Clayton
Chief Product Officer, Redpoint Global
Ian Clayton is the chief product officer at Redpoint Global. Redpoint Global's software solutions empower brands to transform how customer experience is delivered. Redpoint Global's solutions provide a single point of control to connect all customer data, determine next best actions in real-time, and orchestrate interactions across all enterprise touchpoints. Leading companies of all sizes trust Redpoint Global to deliver highly personalized and contextually relevant experiences that optimize customer engagement.
Speaker
Steve Zisk
Senior Product Marketing Manager, Redpoint Global
Steve Zisk is a seasoned technology professional with more than 35 years of expertise in software engineering and product marketing. As senior product marketing manager at Redpoint Global, Steve is tasked with developing messaging and marketplace positioning for Redpoint’s customer engagement platforms.
Keys to identity resolution: Connecting the known and unknown
Still need to register? Grab your free pass here.
Session overview
Identity resolution is a core function for reconciling anonymous, semi-known, and known customer profiles. The single most important step you can take to ensure highly individualized experiences is accurately recognizing your customers.
Join Redpoint Global’s Ian Clayton, Chief Product Officer, and Steve Zisk, Senior Product Marketing Manager, as they discuss the keys to identity resolution.
After this session, you'll be able to:
- List other forms of identity resolution without third-party cookies
- Understand what your organization needs to do to enhance your own first-party data
- Know whether or not customer data platforms (CDPs) need identity resolution
- Cite different use cases of identity resolution
If your calendar provider is not listed,
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Speakers
Ian Clayton
Chief Product Officer, Redpoint Global
Steve Zisk
Senior Product Marketing Manager, Redpoint Global
Sponsored by: Redpoint Global Inc.
Redpoint Global's software solutions empower brands to transform how customer experience is delivered. Redpoint Global's solutions provide a single point of control to connect all customer data, determine next best actions in real-time, and orchestrate interactions across all enterprise touchpoints. Leading companies of all sizes trust Redpoint Global to deliver highly personalized and contextually relevant experiences that optimize customer engagement. For more information, visit www.redpointglobal.com or email [email protected]
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Concurrent Sessions
How Big Lots is preparing for identity in a world without third-party cookies
How Big Lots is preparing for identity in a world without third-party cookies
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Amy Nelson, VP, CRM, Loyalty & Analytics, Big Lots
Kelly O'Hara, Principle, Technology Strategy, Merkle
Speaker
Amy Nelson
VP, CRM, Loyalty & Analytics, Big Lots
Amy Nelson leads customer marketing, loyalty, analytics and martech evolution at Big Lots to advance the company’s commitment to deliver increasingly personalized customer experiences. Her curiosity and passion for the customer has led her to some world-class brands including Abercrombie & Fitch, Hollister, Bath and Body Works, and Victoria’s Secret. Amy has a PhD in quantitative sociology from (The) Ohio State University and applies her knowledge of group dynamics, performance measurement and test design every day in customer marketing.
Speaker
Kelly O'Hara
Principle, Technology Strategy, Merkle
Kelly O'Hara supports Merkle's Technology Strategy Consulting Group, focusing on marketing technology solution strategy and technology enablement. She is an accomplished marketing technology leader with over 13 years of agency experience driving marketing technology solutions for a wide variety of clients with specific Retail industry expertise. She has led data management implementations and operations enabling clients to take advantage of identity resolution, cloud data management and integrations with marketing activation solutions across channels.
How Big Lots is preparing for identity in a world without third-party cookies
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Session overview
Despite Google’s latest third-party cookie deprecation announcement -- delaying from 2023 to 2024 -- identity is still the heart of a brand’s ability to deliver great customer experiences in a privacy-safe way. And the smartest brands are preparing now.
Join Amy Nelson from Big Lots Stores and Merkle’s Kelly O’Hara as they discuss key components and considerations for brands when constructing an identity strategy. You'll explore challenges to avoid and opportunities to pave the way for a successful future, and hear how Big Lots built a roadmap to drive return on their identity investments.
After this session, you'll be able to:
- Explain why identity is a must-have for organizations going forward
- List the components of a future-proofed strategic framework
- Identify customers and prospects and personalize experiences to drive results
If your calendar provider is not listed,
please add the session details manually.
Speakers
Amy Nelson
VP, CRM, Loyalty & Analytics, Big Lots
Kelly O'Hara
Principle, Technology Strategy, Merkle
Sponsored by: Merkle
Merkle, a dentsu company, is a leading data-driven customer experience management (CXM) company 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 company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in consulting, creative, media, analytics, data, identity, CX/commerce, technology, and loyalty & promotions drive improved marketing results and competitive advantage. With more than 14,000 employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.
Building a foundation for personalized, real-time customer experiences
Building a foundation for personalized, real-time customer experiences
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Keith Bartig, Director of Consumer Data & Precision Marketing Technologies, The Coca-Cola Company
Lory Mishra, Product Marketer, Real-Time CDP, Adobe
Speaker
Keith Bartig
Director of Consumer Data & Precision Marketing Technologies, The Coca-Cola Company
Keith Bartig is the Director of Consumer Data & Precision Marketing Technologies. He has global responsibility for TCCC’s Consumer Data Platform (CDP) consisting of Azure B2C, Consumer Data Services (CDS), and the Adobe Experience Platform (AEP). TCCC’s CDP provides marketers with the ability to deliver relevant and engaging consumer experiences through precise audience segmentation. These personalized experiences will continue to grow our known consumers towards TCCC’s goal of 2B with the outcome being increased transactions and Weekly+ consumption.
Speaker
Lory Mishra
Product Marketer, Real-Time CDP, Adobe
Lory Mishra is a product marketer for Adobe Real-Time CDP. Prior to her role in product marketing, Lory was a customer success lead, supporting Adobe Experience Cloud customers across various industries. With 12+ years of experience in digital marketing in and outside of Adobe, Lory is passionate about great customer experiences and helping brands maximize value from their technology investments. Lory lives in Chicago with her husband and too many houseplants.
Building a foundation for personalized, real-time customer experiences
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Session overview
Now, more than ever, brands are striving to unlock the "secret formula" of designing and delivering exceptional customer experiences. Come hear how one of the world's most iconic brands is getting it done.
Join Keith Bartig, Director of Consumer Data & Precision Marketing Technologies at Coca-Cola to learn how his team is taking a holistic platform approach to MarTech in its pursuit of becoming a "total beverage company" -- and how that pursuit fuels their innovation in creating personalized, contextualized experiences at scale.
After this session, you'll be able to:
- Prepare and plan ahead for smooth, fast deployment of a customer data platform
- Apply best practices for implementing and scaling a global customer data platform
- Enable personalized, contextualized real-time experiences in different regions and markets
- Manage organizational change to enable successful technology services implementations within marketing organizations (including agency partners)
If your calendar provider is not listed,
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Speakers
Keith Bartig
Director of Consumer Data & Precision Marketing Technologies, The Coca-Cola Company
Lory Mishra
Product Marketer, Real-Time CDP, Adobe
Sponsored by: Adobe
Adobe gives everyone - from emerging artists to global brands - everything they need to design and deliver exceptional digital experiences. We empower people to create beautiful and powerful images, videos, and apps, and transform how companies interact with customers across every screen.
Adobe Creative Cloud, Document Cloud, and Experience Cloud bring together our design expertise with customer intelligence to deliver experiences that get results. With a robust platform that's powered by advanced science, a thriving community of partners and developers, and a culture that's passionate about pushing the boundaries of what's possible with our products, Adobe is changing the world through digital experiences.
For more information, visit Adobe.com.
Connect customer data to drive personalized experiences and create customers for life
Connect customer data to drive personalized experiences and create customers for life
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Karen Naves, SVP of Global Demand Generation, Tealium
Speaker
Karen Naves
SVP of Global Demand Generation, Tealium
Karen Naves is the SVP of Global Demand Generation at Tealium. She is a seasoned marketing executive with extensive experience developing and executing strategic, global integrated marketing programs for increased demand generation. Prior to Tealium, she held leadership roles at BlueJeans, Pentaho, CA and Sungard (FIS).
Connect customer data to drive personalized experiences and create customers for life
Still need to register? Grab your free pass here.
Session overview
Customer experience (CX) has become a critical differentiator between competitors, but a lot of companies are still not getting it right. Accenture estimates 48% of consumers have left a company’s website and made a purchase elsewhere due to a poor experience -- so what gives?
Let’s face it, buyers have evolved and have become more sophisticated than ever. They have higher expectations when interacting with a brand in terms of amazing experiences across all channels and creating personalized moments that matter.
Join Karen Naves, SVP of Global Demand Generation at Tealium, for this lively and engaging discussion on how to leverage first-party data in a third-party cookieless world.
After this session, you'll be able to:
- Adopt three strategies to build amazing CX
- Apply strategies to acquire and engage the right customers
- Understand how to create a successful profile and audiences
- Leverage proven campaigns to retain and delight your customers
- Explain the role customer data plays in your CX strategy
If your calendar provider is not listed,
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Speakers
Karen Naves
SVP of Global Demand Generation, Tealium
Sponsored by: Tealium
Tealium connects customer data– spanning web, mobile, offline, and IoT devices– so brands can connect with their customers. Tealium empowers companies to create a unified, real-time customer data infrastructure. The Tealium Customer Data Hub makes customer data more valuable, actionable, and secure. For more information, visit www.tealium.com.
Nurturing meaningful collaboration in today's workspace
Nurturing meaningful collaboration in today's workspace
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Patrick Rohlfsen, Principal Consultant, Wrike
Speaker
Patrick Rohlfsen
Principal Consultant, Wrike
Patrick Rohlfsen partners with some of the most remarkable brands and makes work management magic happen by weaving Wrike into the fabric of their businesses. He leads a team that understands a client's business enough to learn how people work together (or don't work together). He asks important questions and deploys resources to build a repetitive solution. Patrick has deployed Wrike to over 60 businesses and over 10,000 users.
Nurturing meaningful collaboration in today's workspace
Still need to register? Grab your free pass here.
Session overview
With so many options in the way we work together and an ever-evolving business environment, there's no one-size-fits-all approach to bringing teams together. We must rethink how we collaborate. Leaders need to remove barriers to productivity and find impactful ways of bringing people together.
Join Patrick Rohlfsen, Principal Consultant at Wrike, to hear recommendations for collaborating in harmony and empowering teams to do the best work of their lives.
After this session, you'll be able to:
- Understand the importance of recalibrating technology in the modern workplace
- Build stronger relationships, have better conversations, and build trust
- Have a better resolution for where technology fits in your collaboration equation
If your calendar provider is not listed,
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Speakers
Patrick Rohlfsen
Principal Consultant, Wrike
Sponsored by: Wrike
Wrike, the world’s most versatile collaborative work management solution, has transformed the way marketing teams work together. Bringing everyone into a single digital workspace makes it easy to monitor progress, identify dependencies, and keep collaboration and projects on track. With Wrike, marketers can increase agility and velocity by automating workflows to achieve aggressive growth goals. Create and launch complex, integrated campaigns at scale across multiple channels and geographies knowing you’re maintaining visual brand consistency and quality. Improve external and internal customer experience no matter how complex your campaigns are or how many marketing channels you’re operating. Wrike accelerates creative production, increases on-time delivery, and makes maintaining brand consistency easier.
Break
Concurrent Sessions
From ordinary to extraordinary: High-impact ABM for uncertain (or any) times
From ordinary to extraordinary: High-impact ABM for uncertain (or any) times
If your calendar provider is not listed,
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Megan Creighton, Head of Digital Strategy, The Ricciardi Group
Mark Ogne, CMO, mrp
Speaker
Megan Creighton
Head of Digital Strategy, The Ricciardi Group
Megan Creighton is a data-driven, resourceful marketer who is passionate about architecting strategic demand gen campaigns and processes that transform the bottom line. Her deep B2B marketing expertise spans a multitude of marketing technologies and advertising platforms.
At RG, she gets under the hood of her accounts’ MarTech stacks and rebuilds infrastructures to support the full-funnel digital marketing plans she thoughtfully creates and executes.
Megan, an ardent adventurer, is fond of channeling Carmen San Diego…in the sense that she likes to keep people guessing, “where in the world is she”?
Speaker
Mark Ogne
CMO, mrp
A marketing veteran with global experience, 3 exits and 6 startups under his belt, Mark Ogne develops revenue traction combining insightful marketing strategy with rapid execution across social media, digital marketing, content marketing, demand gen and marketing partnerships. Recognized for his approach, Mark is the founder of the ABM Consortium, winner of the 2015 “Top 50 Twitter #EmployeeSEAL Award for #Leadership”, contributed to the NYC bestselling book “The Social Employee”, is a top 1% LinkedIn profile, and is committee chair for the DMA International ECHO Awards Board of Governors.
From ordinary to extraordinary: High-impact ABM for uncertain (or any) times
Still need to register? Grab your free pass here.
Session overview
Marketers are adept at pivoting by the hour. We regained our footing following a global pandemic, but recession concerns remind us to quickly reignite that resilience. The strategic application of advanced account-based insights empowers us to deliver extraordinary B2B buyer experiences to weather this storm – and any going forward.
Join Megan Creighton, Head of Digital Strategy at The Ricciardi Group, and Mark Ogne, CMO at MRP, for a best practices session on delivering high-impact account-based strategies that build pipeline and drive revenue. You'll discover the importance of doubling down on the people, processes, and technologies that fuel program success and attribute marketing impact to the bottom line. Megan's real-life examples of client success apply to times of stability or uncertainty, giving you actionable ways to maintain competitive advantage long after today.
After this session, you'll be able to:
- Unlock the full value of buyer intent data and predictive analytics to identify and nurture in-market accounts
- Leverage these signals to orchestrate and deliver personalized, omnichannel buyer journeys; and,
- Utilize tech infrastructures for experiences that work for the buyer, not just the marketer
If your calendar provider is not listed,
please add the session details manually.
Speakers
Megan Creighton
Head of Digital Strategy, The Ricciardi Group
Mark Ogne
CMO, mrp
Sponsored by: MRP
The Only Enterprise Class Account-Based Sales and Marketing Platform™
For enterprise organizations that serve multiple geographies, partners, lines of business, or industries, MRP Prelytix is the only Account-Based Sales and Marketing Platform designed to give your control of data, visibility into your target markets, and scale in the delivery of the highest impact engagement strategy.
How Atlassian drives impactful cross-product CX to expand with existing customers
How Atlassian drives impactful cross-product CX to expand with existing customers
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Ariane Sedghi, Senior Product Marketing Manager, ActionIQ
Caleb Trecek, Marketing Operations Technology Manager, Atlassian
Speaker
Ariane Sedghi
Senior Product Marketing Manager, ActionIQ
Ariane is a dynamic product marketer supporting enterprise businesses in delivering authentic customer experiences. She drives impactful customer programs and thought leadership across ActionIQ’s expansive client base — educating the market on the value of ActionIQ that has powered growth for brands including Albertsons, M&T Bank, e.l.f., The New York Times, Michael Kors, Docusign, Conde Nast, Morgan Stanley and more.
Speaker
Caleb Trecek
Marketing Operations Technology Manager, Atlassian
Caleb Trecek is a seasoned Sales & Marketing executive drawing on experiences and insights from the 100+ organizations he has worked with in consulting projects ranging from complex CRM/marketing automation system stand-ups and optimizations to strategic sales and marketing process planning and development.
Prior to joining Atlassian, Caleb spent 7 years at a martech consulting agency working alongside organizations from startups all the way to Fortune 50 companies on elevating and optimizing their holistic marketing strategy – eventually consulting for Atlassian on their CDP initiative and joining full-time to lead the project.
How Atlassian drives impactful cross-product CX to expand with existing customers
Still need to register? Grab your free pass here.
Session overview
In today’s market, getting a user’s attention is only half the battle. A brand’s ability to keep the user’s attention long enough to convert is what drives long-term scale -- and it comes down to consistently delivering better customer experiences (CX) across the entire journey. For B2B brands in particular, expanding footprint within individual customers is a critical growth lever but it requires a deep understanding of customer needs.
Join Caleb Trecek, Marketing Operations Technology Manager at Atlassian, and Ariane Sedghi, Senior Product Marketing Manager at ActionIQ, as they discuss how Atlassian is leveraging AIQ’s CX Hub to create connected experiences with existing customers that encompass multiple products to scale growth.
After this session, you'll be able to:
- Apply strategies to achieve granular, self-serve audience segmentation to drive precision messaging
- Understand the value of centralized omnichannel journey orchestration in driving cross-sell/upsell and amplifying growth
- Drive cross-departmental collaboration to unlock value across a vast complex organization
If your calendar provider is not listed,
please add the session details manually.
Speakers
Ariane Sedghi
Senior Product Marketing Manager, ActionIQ
Caleb Trecek
Marketing Operations Technology Manager, Atlassian
Sponsored by: ActionIQ
AIQ brings order to CX chaos. Our Customer Experience Hub empowers everyone to be a CX champion by giving business teams the freedom to explore and action on customer data while helping technical teams regain control of where data lives and how it’s used. Enterprise brands such as Autodesk, M&T Bank, The New York Times, Neiman Marcus, Hertz and many more use our CX Hub to drive growth through extraordinary customer experiences.
3 ways to unlock hidden value from your marketing automation platform
3 ways to unlock hidden value from your marketing automation platform
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Justin Sharaf, Vice President of Marketing Operations, Collibra
Speaker
Justin Sharaf
Vice President of Marketing Operations, Collibra
Justin Sharaf has over 15 years of experience in Marketing with a focus on areas such as MarTech, Analytics, Operations, and Demand Generation. He is currently the VP of Marketing Operations at Collibra, where he is responsible for Marketing Technology, Marketing Analytics, and Global Campaigns and Demand.
Prior to Collibra, Justin was VP of Global Marketing at Jahia Solutions. Justin also spent over 7 years at SaaS technology leader, LogMeIn, where as Director of Marketing Technology and Operations he oversaw over 75 marketing technologies for the global marketing team. He also held leadership roles in Analytics and Customer Marketing. Before LogMeIn, Justin spent time at Vistaprint and Time Inc where he developed a deep background in recurring revenue models and digital marketing.
Justin is a proud graduate of Amherst College, where he majored in Economics and Psychology. He currently lives outside of Boston with his wife and two sons. In his limited free time, he enjoys golf, skiing, poker, and $1 oysters.
3 ways to unlock hidden value from your marketing automation platform
Still need to register? Grab your free pass here.
Session overview
In 2022, almost everyone in B2B and B2C marketing uses a marketing automation platform. It's now table stakes for any modern marketing organization.
Unfortunately, many quickly realize that just having a MAP doesn't translate into success. Marketers need to understand how to use the MAP and extract value from it.
Join Justin Sharaf, Vice President of Marketing Operations at Collibra, as he breaks down three key topics -- Data Ingestion, Integrations, and Self-Service-- to help you unlock hidden value from your MAP.
After this session, you'll be able to:
- Optimize the intake process to take advantage of clean and enriched data, providing cross-functional value for teams beyond just Sales
- Demystify the scary perception people have of integrations with a few simple ones that can drive significant added value
- Allow for self-service by strategically enabling the rest of the marketing organization beyond Marketing Ops to use the MAP
If your calendar provider is not listed,
please add the session details manually.
Speakers
Justin Sharaf
Vice President of Marketing Operations, Collibra
Unite to thrive: Aligning content and brand across a global organization to enable teams to do their best work
Unite to thrive: Aligning content and brand across a global organization to enable teams to do their best work
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Rebecca Baxter, Global Marketing Coordinator, Booksy
Dennis Wright, Field Marketing Manager, North America, Bynder LLC
Speaker
Rebecca Baxter
Global Marketing Coordinator, Booksy
Rebecca Baxter is the global marketing coordinator at Booksy. Booksy is the leading beauty marketplace for finding, scheduling and managing appointments (with over $1.3bn annualized GMV run-rate and over 9 million bookings per month worldwide), anchored by a SaaS app for business management.
Speaker
Dennis Wright
Field Marketing Manager, North America, Bynder LLC
Dennis Wright is all about brand's digital experiences and content that drives it. As Head of Field Marketing in North America, he is responsible for the message and programs designed to expand Bynder's business and solidify the Bynder platform as the DAM leader in the market. Dennis believes that every brand can thrive through exceptional content experiences with the right tools in place.
Unite to thrive: Aligning content and brand across a global organization to enable teams to do their best work
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Session overview
For a scaling global business, brand consistency is paramount when handling the increased need for creative content. To be successful, you need to be able to cater to local markets while keeping your global brand story intact. For leading beauty-scheduling platform Booksy, that’s easier said than done. With constant product and collateral updates needed for six global regions and a growing list of beauty providers, the company needed a system of record to keep their brand unified.
With careful planning and a solid strategy, Booksy’s content marketing teams are able to successfully serve up on-brand assets to the many regional marketers, providers, and stakeholders throughout the global business, uniting teams and allowing each one to scale their work while holding true to Booksy’s company values.
Join experts from Bynder and Rebecca Baxter, Global Marketing Coordinator at Booksy, for an inside look at how aligning content and brand across a global organization enables Booksy to do their best work.
After this session, you'll be able to:
- Understand how to unite global marketing teams and streamline all types of content across the enterprise
- Centralize assets for regional marketing teams to complete for specific, localized brand campaigns
- Enable new providers to access content tied to their brand’s values, so they can thrive on the platform
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Speakers
Rebecca Baxter
Global Marketing Coordinator, Booksy
Dennis Wright
Field Marketing Manager, North America, Bynder LLC
Sponsored by: Bynder
Bynder goes far beyond managing digital assets. Our digital asset management platform enables teams to conquer the chaos of proliferating content, touchpoints, and relationships in order to thrive. With powerful and intuitive solutions that embrace the way people want to work, and a richly integrated ecosystem, we are the brand ally that unifies and transforms the creation and sharing of assets, inspiring teams, delighting customers, and elevating businesses.
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Concurrent Sessions
From proof to power: A social intelligence blueprint for the enterprise of tomorrow
From proof to power: A social intelligence blueprint for the enterprise of tomorrow
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Shana Vogan, Marketing Manager, Meltwater
Danny Gardner, Analytics Manager, US & North America Social Intelligence Lead, Haleon
Speaker
Shana Vogan
Marketing Manager, Meltwater
Shana Vogan is marketing manager at Meltwater, a leading social and media intelligence solution that aims to solve the problems faced by modern PR, communications, and marketing professionals.
Speaker
Danny Gardner
Analytics Manager, US & North America Social Intelligence Lead, Haleon
Danny Gardner is Haleon's head of Social Media Insights and Analytics for North America (30+ owned brands and 70+ competitor brands across 7+ categories) and global SME for all things social media (insights, whitespace research, data analytics, 3P vendors, emerging media, Web3/Next Gen Social, measurement, and thought leadership).
From proof to power: A social intelligence blueprint for the enterprise of tomorrow
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Session overview
In a world where patient and customer needs come first, global healthcare leader Haleon (formerly GSK Consumer Healthcare) relies on authentic and reliable social intelligence to deepen its understanding of its core customer segments across brands. Harnessing this power required a carefully mapped journey to build an in-house social intelligence capability, scale it organization-wide, and master both tapped and untapped data sources to democratize the use of these insights.
Join Danny Garner, Social Intelligence Lead at Haleon, and Shana Vogan, Marketing Manager at Meltwater, to learn how Haleon took social intelligence from a proof of concept to power.
After this session, you'll be able to:
- Understand social intelligence and its value to your business
- Optimize your marketing tech stack to uncover opportunities among emerging platforms like Reddit and TikTok
- leverage key opinion leaders and competitive intelligence for effectively understanding and engaging with consumers
- Draw inspiration from real-world insights within Haleon's portfolio of consumer brands
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Speakers
Shana Vogan
Marketing Manager, Meltwater
Danny Gardner
Analytics Manager, US & North America Social Intelligence Lead, Haleon
Sponsored by: Meltwater
Meltwater is a leading social and media intelligence solution that aims to solve the problems faced by modern PR, communications, and marketing professionals. Our 360-degree marketing and PR solution offers social listening, publishing, influencer marketing, consumer insights, media monitoring, and more under a single roof with best-in-class, global data.
Scouring data from the world’s most popular social platforms, Meltwater offers the industry’s most comprehensive social listening platform and the ability to conduct both ad-hoc and ongoing monitoring.
Successfully launch agile marketing with collaborative planning
Successfully launch agile marketing with collaborative planning
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Stacey Ackerman, Owner, Agile Marketing Coach & Trainer, NavigateAgile
Michael Seaton, Partner, NavigateAgile
Speaker
Stacey Ackerman
Owner, Agile Marketing Coach & Trainer, NavigateAgile
Stacey Ackerman is a well-known leader in the agile community. She began her career in marketing, where she spent more than 15 years in corporate communications, event planning, public relations and management. A decade ago, she was bitten by the agile bug and has been passionately working on bringing agility to countless companies as a Scrum Master and agile coach. In 2014, she opened her own company, which focuses on bringing agile to marketing departments through coaching and training.
She's been a speaker at several worldwide conferences and has trained people around the world. She manages a world-renowned online agile community, where she uses her Journalism and agile knowledge to bring engaging content to more than 7,000 agile practitioners. Ackerman is also a regular contributor on agile marketing with MarTech. She resides in Cary, NC with her husband, 3 kids and 3 cats.
Speaker
Michael Seaton
Partner, NavigateAgile
Michael Seaton is a Founding Partner of NavigateAgile, with an extensive background in leading digital strategy and transformation at some of the most respected brands in Financial Services, Not-For-Profit, and Government. Michael’s “WHY” is to develop better, smarter marketers to thrive in today’s world of modern marketing.
An industry pioneer renowned for his performance-based, analytical-driven marketing expertise, he has led strategy and digital enablement for a range of client organizations, helping them evolve with new ways of working. Engagements have included CHUBB Global, CITI Group, Argus Group, Scotiabank, Canada Post, Children’s Miracle Network, Oppenheimer Global Funds, KPMG, STIHL, Canadian Marketing Association, and Insurance Brokers Association.
As a speaker and Professor of Marketing, Michael has engaged audiences and brands across the globe and has also authored and instructed Agile Marketing as well as the Digital Marketing Strategy & Management certificate program and Digital Transformation at the University of Toronto.
Michael is past Co-Chair, Digital Analytics Association, and has also served on Board of Directors with American Marketing Association (AMA-Toronto); Canadian Marketing Association (CMA); Association of Internet Marketing & Sales (AIMS); and Advisory Board, Ted Rogers School of Business at Ryerson University. He is a Certified Professional in Marketing Agility (ICP-MKG) as well as an Authorized Agile Instructor, Certified Scrum Master, and Agile Marketing Coach.
Successfully launch agile marketing with collaborative planning
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Session overview
When it comes to successfully implementing agile marketing, many marketers will tell you... the struggle is real. Enter: The Agile Marketing Navigator framework, the new gold standard for marketers eager to go agile. The framework has four major components: Collaborative Planning Workshop, Launch Cycle, Key Practices, and Roles.
Join NavigateAgile's Stacy Ackerman, Owner, and Michael Seaton, Partner, to explore the first step of the framework: the Collaborative Planning Workshop. You'll walk away ready to build a solid foundation for success in launching or improving agile marketing in your organization.
After this session, you’ll be able to:
- Use the proven, battle-tested framework developed by marketers, for marketers to implement agile marketing
- Facilitate a Collaborative Planning Workshop with your marketing team and stakeholders
- Execute agile marketing with a clear and defined methodology and evolve with the proper momentum
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Speakers
Stacey Ackerman
Owner, Agile Marketing Coach & Trainer, NavigateAgile
Michael Seaton
Partner, NavigateAgile
Precision Demand Marketing: The path to predictable pipeline
Precision Demand Marketing: The path to predictable pipeline
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Stephanie Swinyer, Head of Revenue Marketing, Integrate
Speaker
Stephanie Swinyer
Head of Revenue Marketing, Integrate
Stephanie Swinyer is the head of revenue marketing at Integrate. She is responsible for creating amazing customer experiences and accelerating pipeline in partnership with Sales. Before joining Integrate, Stephanie led Integrated Marketing and Demand Generation at BetterUp. Her career spans a variety of marketing roles in B2B high tech industries including CRM at Siebel, mobile security at Lookout and Human Capital Management/Finance at Workday. Stephanie holds a bachelor’s degree from Michigan State University.
Precision Demand Marketing: The path to predictable pipeline
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Session overview
Economic indicators for 2022 and beyond are trending downward. And that means B2B marketing organizations are facing greater budget scrutiny and increased pressure to deliver results. Today’s marketer can no longer afford to waste time or money on activities that don’t provide the right message, at the right time, on the right channel, to the right buyers.
To get ahead, marketers must focus on predictable and repeatable strategies that impact the pipeline. Marketers who want to succeed in this era need to tap into a new level of demand marketing efficiency and accuracy. The good news is there’s a new way. Welcome to Precision Demand Marketing.
Join Stephanie Swinyer, Head of Revenue Marketing at Integrate, to discover your path to precision in four key areas: Target, Connect, Activate, and Measure.
After this session, you'll be able to:
- Hone your audience segments with laser focus to develop ideal customer profiles (ICPs) and define your GTM approach
- Diagram your accounts down to buying groups and individual buyers and leverage intent signals to discover accounts that are in-market
- Explore target account activation approaches for both marketing and sales and precisely map a complete buyer’s journey
- Implement measurement best practices, including shared goal setting, scorecard development, and deal DNA analysis
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Speakers
Stephanie Swinyer
Head of Revenue Marketing, Integrate
Sponsored by: Integrate
Integrate is the leader in Precision Demand Marketing, the next chapter of B2B marketingthat takes abuyer-driven, omnichannel, and account-based approachto creating meaningful connectionswith buyers.Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their buyer-driven, Precision Demand Marketing strategies.Over the past decade,Integratehas evolved to serve B2B marketers’ needs, from solving the complex challenges across demand generation channels to powering tailored account-based, buyer-driven omnichannel experiences that convert leads to revenue and prove marketing return on investment. Today, Integrateoffers the Demand Acceleration Platform(DAP), whichprovides marketers with the flexibility and adaptability to quicklyreact to shifting buyer’s needs, invest where needed, and orchestrate connected buying experiences with less budget waste.
The future of ad targeting: How data and machine learning are ushering in a new era for marketers
The future of ad targeting: How data and machine learning are ushering in a new era for marketers
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Jascha Kaykas-Wolff, President, Lytics
Craig Schinn, Co-Founder, Actable
Matthew Barrowclough, Sr. Director, Martech Product and AdTech, Ancestry
Speaker
Jascha Kaykas-Wolff
President, Lytics
An executive business leader with a creative flair, Jascha Kaykas-Wolff has built teams that transformed the customer and user experience at Mozilla, BitTorrent, Mindjet, Involver (acquired by Oracle), and Webtrends. A champion for supporting company values and mission; his coaching philosophy drives high‐performing teams with an emphasis toward valuing team success above individual achievement, developing inclusive work practices, building ‘T’ shaped professional skills and constantly reinforcing the importance of business acumen in addition to functional expertise. In his current role as President of Lytics, Jascha is responsible for Go-To-Market, Customer Success and operations. Previously, at Mozilla, BitTorrent, Webtrends, Microsoft and more, Jascha has a strong track record of building robust brands with hockey-stick growth trajectories for new products. Jascha is also producer and co-host of the podcast, This is Your Life in Silicon Valley. He published Growing Up Fast: How New Agile Practices Can Move Marketing And Innovation Past The Old Business Stalemates in 2014. He is a producer and board member at the American Conservatory Theater in San Francisco and a board member of Whittier College, his alma mater.
Speaker
Craig Schinn
Co-Founder, Actable
Craig Schinn is a co-founder of Actable, a leading consultancy focused on the analysis and activation of first party customer data. Craig brings 22 years of digital marketing experience with deep expertise CRM, Analytics, Paid Media, and CDP. Craig is an alumnus of Accenture, Razorfish, Lytics, and the Columbia Graduate School of Business.
Speaker
Matthew Barrowclough
Sr. Director, Martech Product and AdTech, Ancestry
Drawing from over a decade in adtech and big-4 consulting, Matthew leads Ancestry.com’s marketing technology and data strategy.
The future of ad targeting: How data and machine learning are ushering in a new era for marketers
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Session overview
What’s the risk of having unused, disorganized, and siloed data sitting in your organization’s data warehouse? According to 47% of marketers, it makes finding and accessing the right data when building campaigns tough. These days, every brand wants to be data-centric. But what does that mean for the future of ad targeting?
Join Jascha Kaykas-Wolff, President at Lytics, Craig Schinn, Co-founder at Actable, and Matthew Barrowclough, Sr. Director of Martech Product and AdTech at Ancestry, to learn about Ancestry’s success using customer data, data science, and machine learning to achieve more relevant and effective advertising.
After this session, you'll be able to:
- Improve ad targeting by extracting and leveraging true behavioral insights from customer data
- Communicate with customers meaningfully based on their content interests and affinities
- Unlock the synergy of cloud-based data warehouse and CDP
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Speakers
Jascha Kaykas-Wolff
President, Lytics
Craig Schinn
Co-Founder, Actable
Matthew Barrowclough
Sr. Director, Martech Product and AdTech, Ancestry
Sponsored by: Lytics
As the first composable customer data platform (CDP) built for enterprises, Lytics’ vision is to fuel the world’s most customer-centric companies. Lytics provides the ultimate security and flexibility for the modern marketing and ad technology stacks, including unparalleled audience insights & AI / ML enrichments that power smarter audience identification, best-in-class media activation, and a one-of-a-kind flexible and composable architecture. Offering reverse ETL capabilities and the ability to deploy both private instance & private cloud deployments, Lytics’ unique data-driven approach enables brands to leverage their own customer data to increase customer engagement, marketing ROI, customized content recommendations, and personalized web experiences.
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Concurrent Sessions
Driving game-changing customer interactions: Strategies for successful omnichannel marketing
Driving game-changing customer interactions: Strategies for successful omnichannel marketing
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Steven Kopelic, Global Sales and Services Leader, HCL Unica
Speaker
Steven Kopelic
Global Sales and Services Leader, HCL Unica
Steven Kopelic is a Business Development Executive with a proven track record in the Banking industry, working with senior-level customers around the world to provide them with DevOps solutions that optimize their speed to market in a competitive, digital world. Focused on providing leading edge technologies and innovative business practices to reduce cycle times, incorporate customer feedback and promote rapid innovation. A Financial Services industry veteran, with over 30 years of experience serving customers in the Banking Industry worldwide, at the executive level.
Driving game-changing customer interactions: Strategies for successful omnichannel marketing
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Session overview
Engaging with customers in an omnichannel world is a key goal for marketers. Optimizing the knowledge gained across these channels provides the ability to build trust with the customer, which transforms the brand experience. The ability to identify segmentation attributes in a strategic manner is a critical step toward increasing both advocacy and engagement with your brand.
Join Steven Kopelic, Global Sales and Services Leader at HCL Unica, to discover real-world examples and tips that will help you to realize significantly higher conversion rates, NPS, and top-line revenue using omnichannel interaction. You'll how to maximize the impact of messaging to your prospects and customers through accurate segmentation and targeting of content tailored to your customer’s interests.
After this session, you'll be able to:
- Understand the importance of cloud-based “omniexperience” and how to optimize the entire end-to-end customer experience
- Define communication segmentation that considers the interaction history of prospects and customers as well as their affinity towards particular aspects of your company’s mission through integration with the necessary data sources
- Reduce internal and external friction, allowing for fluid interactions with the client or prospect
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Speakers
Steven Kopelic
Global Sales and Services Leader, HCL Unica
Sponsored by: HCL Unica
The HCL Software Unica Suite is an enterprise class, fully integrated cloud native marketing platform that delivers precision marketing at scale.
Unica’s unique goal based marketing paradigm empowers marketing strategists to align their strategy and effectively achieve their marketing goals such as revenue targets, increased wallet share, customer loyalty and much more.
With nine key modules and in-built optimization, the platform provides marketing practitioners end to end marketing capabilities to engage and deliver highly personalized customer experience across a wide variety of outbound, inbound, social and AdTech channels – direct mail, email, SMS, Push, WhatsApp, website, call center, IVR mobile, ATM, Kiosk, POS, LinkedIn, Google AdManager and Facebook. It simplifies the execution of complex marketing programs with a business-friendly UI/UX and seamlessly integrates with home grown and third-party martech applications.
Unica can be deployed through Docker framework or natively, on premise or on any cloud of your choice. This leading marketing automation solution is highly scalable, robust and secure, while providing a single marketing system of record to implement omni-channel marketing strategies.
3 little-known ways to improve conversion across the customer lifecycle
3 little-known ways to improve conversion across the customer lifecycle
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Ed King, CEO, Openprise
Speaker
Ed King
CEO, Openprise
Ed King is the founder and CEO of Openprise. He’s been building stuff as far as he can remember. Prior to founding Openprise, Ed was VP of Marketing and Product Management at companies including Axway, Vordel, Qualys, Agiliance, and Oracle. He deployed Marketo three times before doing it again at Openprise. Each time he was handicapped by poor data quality but no more!
3 little-known ways to improve conversion across the customer lifecycle
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Session overview
Marketing teams are unlearning the bad habits of “grow at all costs” to return to what the market is rewarding -- “efficient growth.” In response, marketers are embracing multiple GTM motions across the entire customer lifecycle, forcing them to rethink their systems and data. In addition, operation teams have become the multiplier and must be empowered to connect funnel dots.
Join Ed King, CEO at Openprise, as he reveals the lessons from hundreds of marketing and RevOps projects on the three key ways marketers are focusing in 2022 (and beyond) to improve conversion across the full funnel.
After this session, you'll be able to:
- Orchestrate the increasing variety of revenue signals and leads, contacts, and opportunities to accelerate your end-to-end funnel
- Leverage digital to actually drive profitability as you rationalize from the “great app explosion” to engage prospects and customers
- Streamline the increasing GTM motions to help your revenue teams convert more
- Operationalize the shift from acquisition to renewal and expansion marketing to tap the increasingly important marketing growth metric of land and expand
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Speakers
Ed King
CEO, Openprise
Sponsored by: Openprise
The Openprise RevOps Performance Platform elevates RevOps into a performance multiplier by orchestrating data, processes, and interactions to improve the performance of every go-to-market initiative. Openprise is a single, no-code platform that can help to simplify even the most complex RevTech stack.
Striking gold: How to mine online event data for buyer intent and sales efficiency
Striking gold: How to mine online event data for buyer intent and sales efficiency
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Marc Sirkin, EVP Product & Technology, Third Door Media
Speaker
Marc Sirkin
EVP Product & Technology, Third Door Media
Marc Sirkin serves as Third Door Media's EVP of Product & Technology. He is a twenty+ year digital marketer with a proven track record of revenue & digital fundraising growth. He's led high-growth change at a wide range of organizations, helping companies ranging from startups to large enterprises.
Striking gold: How to mine online event data for buyer intent and sales efficiency
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Session overview
The past few years have seen an unprecedented shift from in-person to digital experiences -- including and perhaps especially online events -- and with it, one of the best-kept marketing secrets: Online events represent a veritable treasure trove of intent signals waiting to be mined. Your prospects are speaking. Are you listening?
Join Marc Sirkin, EVP of Technology & Product at Third Door Media, to learn how to read and act on intent signals from online events that can significantly improve your marketing deliverables and sales efficiency.
After this session, you'll be able to:
- Maximize the quality buying signals you get from online events
- Interpret the data to increase the volume of marketing leads, yielding more productive sales conversations
- Evaluate your organization's ability to glean insights from online event intent data
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Speakers
Marc Sirkin
EVP Product & Technology, Third Door Media
Introducing the modern marketing data stack
Introducing the modern marketing data stack
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Lourenço Mello, Product Marketing Solutions, Snowflake
Speaker
Lourenço Mello
Product Marketing Solutions, Snowflake
Lourenco Mello is a product marketer at Snowflake helping organizations deliver data-driven marketing with Snowflake Data Cloud. Prior to Snowflake, Lourenco was a member of the Microsoft Azure Infrastructure Field Marketing team, and also worked on Azure driving messaging and GTM for the Manufacturing industry, IoT, and Open-Source databases.
Introducing the modern marketing data stack
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Session overview
For years, marketing teams have struggled to operate from a single view of the customer and their business, essential for powering personalized experiences and measuring the impact on key metrics such as sales, growth, and profitability.
Thanks to modern marketing technology, businesses can now operate from a single source of truth across the organization and collaborate on data through data sharing rather than traditional, less robust, and agile methods. Recognizing the impact on businesses and their customers, marketers are choosing to build their stacks on a solid foundation of unified data in order to generate insights that drive effective marketing campaigns throughout the customer journey.
Join Lourenco Mello, Product Marketing - Solutions at Snowflake, to hear what his team has learned from their customers about technology adoption, data sharing, and customer consumption... and ultimately which technologies within the modern marketing data stack are most frequently chosen by Snowflake customers to drive marketing value.
After this session, you’ll be able to:
- Understand the components of a modern marketing data stack
- Discuss how a modern marketing data stack is critical to implementing a future-proof marketing strategy
- List which technologies and tools are "Leaders" and "Ones to Watch" in Snowflake’s inaugural Modern Marketing Data Stack report
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Speakers
Lourenço Mello
Product Marketing Solutions, Snowflake
Sponsored by: Snowflake
Snowflake delivers the Data Cloud — a global network where thousands of organizations mobilize data with near-unlimited scale, concurrency, and performance. Inside the Data Cloud, organizations unite their siloed data, easily discover and securely share governed data, and execute diverse analytic workloads. Wherever data or users live, Snowflake delivers a single and seamless experience across multiple public clouds. Snowflake’s platform is the engine that powers and provides access to the Data Cloud, creating a solution for data warehousing, data lakes, data engineering, data science, data application development, and data sharing. Join Snowflake customers, partners, and data providers already taking their businesses to new frontiers in the Data Cloud.
Break
Featured Speaker
Solve marketing problems with effective martech stack design: A conversation with Amazon's Darrell Alfonso
Solve marketing problems with effective martech stack design: A conversation with Amazon's Darrell Alfonso
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Darrell Alfonso, Global Marketing Operations, Amazon Web Services
Moderator:
Kim Davis, Editorial Director, MarTech
Speaker
Darrell Alfonso
Global Marketing Operations, Amazon Web Services
Darrell Alfonso is an award-winning marketer and Martech professional. He was named one of the top Martech Marketers to Follow in 2020, won the Fearless Marketer award in 2018, is a 2X Marketo Champion, and is a certified Salesforce Administrator. He has consulted for several Fortune 500 companies including General Electric and Abbott Laboratories and currently leads marketing operations at Amazon Web Services where he helps empower hundreds of marketers to build world-class customer experiences. Darrell is a frequent speaker at Martech events, and regularly posts thought leadership content on Linkedin and Twitter.
Moderator
Kim Davis
Editorial Director, MarTech
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN.
Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist.
Solve marketing problems with effective martech stack design: A conversation with Amazon's Darrell Alfonso
Still need to register? Grab your free pass here.
Session overview
Darrell Alfonso's recently-published "The Martech Handbook" is packed with advice on designing and implementing a maximally effective marketing stack -- covering everything from the business need for martech to the fundamentals of stack management and governance.
Join Darrell, Head of Global Marketing Operations at Amazon Web Services, and Kim Davis, Editorial Director at MarTech, for an insightful conversation and behind-the-scenes look at "The Martech Handbook".
After this session, you'll be able to:
- Implement a framework for effective stack design
- Execute an effective selection of key stack components
- Orchestrate your stack to bring all the technology together
- Explain key differences between the B2B and the B2C stacks
Plus: Two live attendees will be randomly chosen to receive autographed copies of "The Martech Handbook"! Register now for more details!
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Speakers
Darrell Alfonso
Global Marketing Operations, Amazon Web Services
Moderator
Kim Davis
Editorial Director, MarTech
Thursday — September 29th, 2022
Keynote
Why the quest for predictable marketing ROI is doomed – and what to do about it
Why the quest for predictable marketing ROI is doomed – and what to do about it
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Kathleen Schaub, Strategist, KathleenSchaub.com
Speaker
Kathleen Schaub
Strategist, KathleenSchaub.com
Kathleen Schaub is a writer and advisor on marketing leaders' quest to modernize organizations and operations for greater effectiveness in the complex digital world. She led IDC's CMO Advisory practice for nine years advising hundreds of technology marketing leaders on management best practices. Earlier, Kathleen was a CMO and held other executive positions at leading tech companies. She believes that marketing leaders have an outsized opportunity to contribute to this transformative era - if their organizations become more agile, customer responsive, and resilient.
Why the quest for predictable marketing ROI is doomed – and what to do about it
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Session overview
Despite advances in technology, pinning down return-on-investment (ROI) for the marketing budget remains frustratingly remote. Executives would be happier if spending marketing dollars reliably delivered a pipeline lift, but marketing’s nature works more like weather and stock markets than machines. While marketers understand the importance of financial valuation, workarounds such as attribution impart insights but fail to truly predict financial results.
Join Kathleen Schaub, strategist, former leader of IDC’s CMO Advisory practice, and author of the influential white paper, "Marketing Is Not a Vending Machine: Rethinking ROI for the Complex Digital Era," for this eye-opening Day 2 keynote. She'll discuss the science behind why traditional management gets marketing ROI completely wrong and what companies can do differently to reap greater marketing benefits.
After this keynote, you'll be able to:
- Understand why businesses must evaluate marketing budgets differently than other company expenditures
- Recognize the three mind shifts that can unlock higher value marketing
- Implement intelligence and management practices that work better for marketing’s complexity
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Speakers
Kathleen Schaub
Strategist, KathleenSchaub.com
Break
Concurrent Sessions
Why collaboration is the key to extraordinary website performance
Why collaboration is the key to extraordinary website performance
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Christy Marble, CMO, Pantheon
Speaker
Christy Marble
CMO, Pantheon
As head of marketing, Christy Marble is focused on leading growth by bringing Pantheon to people who are inspired to harness the values of the open web to make an impact on the world. Her team leads the go-to-market programs that bring the company vision to life and delight customers at every stage of the customer journey.
Why collaboration is the key to extraordinary website performance
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Session overview
For growth marketers, all roads lead back to the website. The ability to analyze every interaction and make decisions that drive measurable business impact is critical. That’s why it’s ironic that for many organizations, the website isn’t the high-performing growth engine it should be. Instead, it’s the most cumbersome, slowest-moving asset to manage. Pantheon partnered with Hanover Research to survey marketing and IT leaders to figure out why and find a better way forward.
Join Christy Marble, Chief Marketing Officer at Pantheon, as she shares the research findings, with deep dives into the dynamics between marketing and IT teams, the biggest barriers to website agility, and the collaboration strategies and processes that can help bridge the gaps.
After attending this session, you'll be able to:
- Understand the common challenges both marketers and IT teams face as they drive toward their unique definitions of extraordinary website performance
- Recognize the impact of ownership and prioritization struggles, as well as the importance of website agility
- Leverage a roadmap of tips, guidance, and recommendations to tackle these challenges and drive meaningful results for your own organization
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Speakers
Christy Marble
CMO, Pantheon
Sponsored by: Pantheon
Pantheon is a SaaS platform for websites that deliver extraordinary results. Pantheon empowers teams to develop, test, and release website changes faster and more reliably. With tools to automate, collaborate cross-functionally, and optimize your sites, teams can focus on delivering truly amazing digital experiences that create value for your organization.
Revving your CDP engine: A data ingestion primer
Revving your CDP engine: A data ingestion primer
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Amanda Cardona, Owner, ALC Renaissance Consulting
Speaker
Amanda Cardona
Owner, ALC Renaissance Consulting
Amanda Cardona is a freelance digital marketing and martech specialist. As the owner of ALC Renaissance Consulting, Amanda engages with various clients, from Fortune 50 organizations to small artist collectives, to help address their most pressing operational obstacles. She is passionate about helping clients get the most out of their martech stacks, whether it is optimizing existing platforms, envisioning ideal scenarios or identifying actionable use cases AND making them happen. With over 15 years of experience, Amanda has vigorously followed and engaged in the evolution of martech, from the advent of Email Marketing to her latest area of specialization, Customer Data Platforms (CDPs). Currently, you can find Amanda collaborating with ModIntelechy, a full-service, data-driven creative agency, to help clients "get under the hood" of their martech stacks and emerge with fine-tuned solutions.
When not thinking about omni-channel journeys, you can find Amanda helping others embark on their own journeys through the art of dance. Amanda is also a choreographer and dance educator, producing various music & dance events & community arts programs.
Revving your CDP engine: A data ingestion primer
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Session overview
Congratulations! You've secured yourself a CDP. Now what? Don't jump in just yet. You know the old saying "garbage in, garbage out". It's imperative to prepare your data prior to bringing it into your CDP if you want to get the most out of it.
Join Amanda Cardona, Owner of ALC Renaissance Consulting, to learn more about the types of practical questions to consider prior to connecting your organization's data to your CDP, which can help ensure an optimal data ingestion process.
After this session, you’ll be able to:
- Know what questions to ask before implementing your CDP that will help make connecting data a more efficient process
- Establish a practical plan to identify, organize, and map your data pre-implementation
- Replicate a successful use case presented in this session
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Speakers
Amanda Cardona
Owner, ALC Renaissance Consulting
The future of marketing mix and annual planning
The future of marketing mix and annual planning
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Greg Dolan, CEO, Keen Decision Systems
Speaker
Greg Dolan
CEO, Keen Decision Systems
Greg Dolan spent more than a decade as a brand marketing executive with companies like Kraft and Campbell’s. During that time he craved insights that would allow him to understand how his marketing investments were driving business growth and shareholder value.
He co-founded Keen to help other marketers do just that by making smarter use of data to guide decisions about when and where to invest to maximize marketing’s impact on revenue, profitability and long-term value creation.
The future of marketing mix and annual planning
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Session overview
For decades, marketing mix analysis and annual planning have been done the same way... with overly long PowerPoints and crazy spreadsheets. Analysis provided a snapshot of the past, but how accurate is that when looking towards the future?
Join Greg Dolan, CEO at Keen Decision Systems, for a look at how marketing and finance departments can take a forward-facing approach to their marketing mix. With new variants, supply chain issues, rapid inflation, and an uncertain economy, don’t rely on last year’s numbers to tell you what to do next year.
After this session, you'll be able to:
- Understand the history of marketing mix analysis
- Think through new ways of working on your annual planning
- Identify forward-facing marketing mix optimization approaches
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Speakers
Greg Dolan
CEO, Keen Decision Systems
Sponsored by: Keen Decision Systems
Optimize your marketing mix. Keen’s decision system empowers you to accurately predict future revenue performance across all marketing channels. No more guesswork - make smarter decisions and drive more growth today.
We ingest your data and pair it with over 40 years of research and 10 years of metadata to build a marketing mix model that accelerates your business.
- Uncover future revenue for your business at different budget levels.
- See potential ROI on investment in new channels before you start testing.
- Allow our marketing mix analysis to show you the optimal path to achieving your goals.
Madtech measurement mayhem: When worlds collide
Madtech measurement mayhem: When worlds collide
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Jonathan Moran, Head of MarTech Solutions Marketing, SAS
Antonio Grasso, CEO, Digital Business Innovation Srl
Speaker
Jonathan Moran
Head of MarTech Solutions Marketing, SAS
Mr. Moran is responsible for global marketing activities for SAS’s marketing solutions. Mr. Moran has over 20 years of marketing technology and customer analytics industry experience. Prior to SAS, Mr. Moran worked at both Earnix and the Teradata Corporation in pre-sales, consulting, and marketing roles.
Over the past 20 plus years, Mr. Moran has had the opportunity to not only architect, develop, demonstrate, and implement analytical software solutions, but he has also had the unique opportunity to work on-site with Fortune 500 customers across industries helping them solve unique analytics business issues.
Mr. Moran graduated from North Carolina State University with an undergraduate double major in Marketing and Spanish Languages and Literatures. Mr. Moran also holds a MBA from North Carolina State University with a concentration in Technology Commercialization.
Speaker
Antonio Grasso
CEO, Digital Business Innovation Srl
Founder and CEO of Italian startup Digital Business Innovation Srl, Antonio is regarded as one of the top digital transformation influencers and researchers on artificial intelligence, cybersecurity, the Internet of Things, blockchain, and sustainability.
He is an enterprise and public sector consultant. He collaborates with large multinationals and public institutions as an advisor, b2b influencer, author, and software innovator.
Currently, he is involved In two projects by the European Commission: the Next Generation Internet and the AI4EU - Artificial Intelligence for Europe as an external expert and ambassador.
Antonio is an Accredited and Qualified Global Mentor for Startups and Scaleups by the World Business Angels Investment Forum.
In 2021 he joined The Society of Professional Journalists as a professional member.
His ethical vision regarding digital transformation has seen him active on numerous social channels, all dedicated to spreading knowledge, most notably to developing countries. Antonio aims to help spread the concept of digital transformation, and he actively engages on social media to bring the latest content on new, emerging technologies and their uses to secure a better future.
Antonio Grasso has over 37 years of experience handling numerous projects in the field of information technology for both enterprise and public sectors. He believes that digital transformation is a digital evolution process that involves many aspects, and technology is only a component of the puzzle. For him, the biggest hurdle is a cultural change, and a strategic approach to face this epochal change is paramount.
Madtech measurement mayhem: When worlds collide
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Session overview
Today’s marketers are faced with the consistent challenge to build and foster strong digital bonds between brand and consumer. Now faced with the demise of the third-party cookie, marketers must develop new strategies to preserve those digital bonds and stay ahead of the competition.
Join Jonathan Moran, head of MarTech Solutions Marketing at SAS, and Antonio Grasso, CEO of Digital Business Innovation Srl, as they discuss the natural opportunity of “madtech” -- the convergence of marketing and advertising technologies. Managed properly, the joining and optimizing of digital advertising, marketing, creative spend, and holistic measurement can result in stronger brand efficiency, improved customer experience, and healthier business metric results.
After this session, you’ll be able to:
- Understand how changes in data collection, media consumption, and the rise of B2B media networks are impacting brands
- Build a holistic, compelling customer experience across new digital channels and the metaverse
- Balance brand-building with conversion across your marketing and advertising portfolio
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Speakers
Jonathan Moran
Head of MarTech Solutions Marketing, SAS
Antonio Grasso
CEO, Digital Business Innovation Srl
Sponsored by: SAS
It’s time to reimagine marketing. To turn customer data into a brand differentiator. No matter the level of your marketing maturity, SAS can help you attract new prospects, deliver superior customer experiences, and strengthen brand loyalty. SAS provides powerful, scalable analytics and advanced AI and machine learning that deliver valuable, out-of-the-box insights. Marketing organizations can extend customer data activation, accelerate and automate marketing planning, create meaningful, profitable customer journeys and measure the impact of marketing activity across channels, devices, and points in time. SAS gives you the power to know.
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Concurrent Sessions
4 key building blocks for building seamless multi-platform experiences
4 key building blocks for building seamless multi-platform experiences
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Theresa Forman, Partner and CSO, Acart Communications
Speaker
Theresa Forman
Partner and CSO, Acart Communications
Theresa Forman is a Partner and the Chief Strategy Officer at Acart, an independent creative agency that understands the evolving intersection between strategy, media, creative and tech in ways that help transform brands. Theresa has been a B2C and B2B marketing professional for more than 25 years, honing her craft in the consumer-packaged goods, tech, e-Commerce, and advocacy sectors. She has spent a career crafting strategies and go-to-market initiatives that have driven brand and business growth internationally for start-ups, SMBs and global enterprises. She brings a unique blend of business savvy and strategic thinking to her work. She spent the first 15 years of her career on client side, understanding first-hand the challenges and opportunities that executive-level marketers are up against, and has now spent the last 15 years in the ad industry counseling C-level clients on driving business and brand growth.
4 key building blocks for building seamless multi-platform experiences
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Session overview
With the technological growth of the last 25+ years, customers expect seamless brand experiences across every platform. A digital experience platform (DXP) promises an integrated way to manage all your tools and technologies in one place -- from rich content to customer relationships to marketing automation, and even internal workflows. But is your company ready for this dynamic shift?
Join Theresa Forman, Partner and Chief Strategy Officer at Acart, as she shares the fundamentals that your company needs to embrace to create truly seamless multi-platform experiences.
After this session, you’ll be able to:
- Prioritize seamless experiences across channels with customers, prospects, and internal stakeholders
- Create alignment on culture and processes to improve your company’s multi-channel capabilities
- Understand how to manage and think about your company’s tools and processes holistically, with or without a DXP
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Speakers
Theresa Forman
Partner and CSO, Acart Communications
Your brand is more than a survey response: Why traditional insight solutions are falling short (and what to do about it)
Your brand is more than a survey response: Why traditional insight solutions are falling short (and what to do about it)
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Grant McDougall, CEO, BlueOcean
Speaker
Grant McDougall
CEO, BlueOcean
Grant McDougall is the CEO and Co-Founder of BlueOcean, the leading AI-powered brand decision platform focused on delivering strategic insights and recommendations for confident decision-making. With more than 25 years of experience leading the development of digital products for brands like Toyota, Samsung, Apple, Visa, IBM, NerdWallet and AT&T, Grant McDougall founded BlueOcean with industry knowledge that allowed him to gain an inimitable understanding into the AI-driven marketing landscape. As a former agency insider, Grant is leading the charge to provide accountability and accessibility to actionable brand insights.
Your brand is more than a survey response: Why traditional insight solutions are falling short (and what to do about it)
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Session overview
Now, more than ever, it's critical to make informed, confident decisions across every element of your go-to-market strategy. So why are we relying on slow and siloed data to inform our decisions? The time has come for marketers to shift from simply tracking their brand, to practicing brand intelligence.
Join Grant McDougall, CEO and Co-Founder of BlueOcean, to learn how to leverage holistic, real-time data that can sustain growth, cut wasted spend, and future-proof your brand.
After this session, you'll be able to:
- Navigate the fact that traditional marketing insight solutions (such as brand trackers and single channel metrics) are falling short
- Understand that the power of data and AI are evolving the way marketers measure impact and make decisions
- Practice brand intelligence to drive long-term durable growth
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Speakers
Grant McDougall
CEO, BlueOcean
Sponsored by: BlueOcean
Brand is your business. It's the ongoing relationship you have with your customers, across countless touchpoints and over time. It’s how customers experience the value your brand delivers and how your brand makes them feel - across every encounter, whether it’s an advertisement, the product experience, a customer support call, or word of mouth in social media and review sites. And it’s how these touch points come together for the customer that determines how well your organization will drive long-term, durable growth.
Today, switching costs for customers are lower than ever, with new, disruptive alternatives showing up everyday. And when you add in increasing economic uncertainty and downward pressure on budgets, having a differentiated brand that stands out and connects to your audiences is more important than ever. However, current approaches to brand health management are falling short - once a year snapshots into high level brand tracking metrics, or disconnected engagement metrics from point solutions aren't giving CMOs and their teams the timely, comprehensive insights they need to drive the organization forward.
That's why BlueOcean is creating the category of Brand Intelligence, providing CMOs and their teams the ability to quantify brand performance and access always-on, contextual insights that tear down data silos and build a holistic view of brand health. By taking a fundamentally different approach to brand data and insights, we can inspire more creativity - and help teams unlock a brand strategy that confidently drives business performance.
Brand Navigator, from BlueOcean, is the only always-on brand intelligence platform that provides an unbiased, real-world view of the relationship customers have with your brand and the actions you need to take to build an agile, durable brand.
Increase your ROI with hyper-personalization and multi-channel customer experience
Increase your ROI with hyper-personalization and multi-channel customer experience
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Maciej Ossowski, Director of GetResponse MAX, GetResponse
Speaker
Maciej Ossowski
Director of GetResponse MAX, GetResponse
Maciej Ossowski is the Director of GetResponse MAX and Board Member at GetResponse. GetResponse, a simple-yet-powerful marketing automation software, has more than 20 years of experience empowering businesses to run online marketing effectively. It's a comprehensive platform that features more than 30 tools: marketing automation, email marketing, website builder, conversion funnel, enhanced ecommerce marketing automation suite, live chats, webinars, paid ads, and more. GetResponse offers 24/7 customer support available in eight languages.
Increase your ROI with hyper-personalization and multi-channel customer experience
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Session overview
Eighty percent of customers are more likely to buy from a brand that delivers a personalized experience. Hyper-personalization and creating a seamless customer journey are among the top strategies for increasing demand and engaging clients.
Join Maciej Ossowski, Director of GetResponse MAX and Board Member at GetResponse, to learn the key insights of multi-channel marketing and the best personalization techniques that directly influence the ROI. You'll hear about advanced segmentation, lead scoring, and AI usage in personalization -- plus what defines an excellent multi-channel marketing strategy, as well as successful real-life examples of marketing automation, which had a significant impact on businesses' revenue.
After this session you’ll be able to:
- Hyper-personalize your messages
- Define the best channels for your multi-channel marketing strategy
- Replicate successful examples of marketing automation and increase your ROI
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Speakers
Maciej Ossowski
Director of GetResponse MAX, GetResponse
Sponsored by: GetResponse
GetResponse, a simple-yet-powerful marketing automation software, has more than 20 years of experience empowering businesses to run online marketing effectively. It's a comprehensive platform that features more than 30 tools: marketing automation, email marketing, website builder, conversion funnel, enhanced ecommerce marketing automation suite, live chats, webinars, paid ads, and more. GetResponse offers 24/7 customer support available in eight languages.
The myth of digital fatigue: Rethinking audience engagement for a digital-first world
The myth of digital fatigue: Rethinking audience engagement for a digital-first world
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Cheri Hulse, VP of Research & Strategy, ON24
Speaker
Cheri Hulse
VP of Research & Strategy, ON24
Cheri is the Vice President of Research and Strategy at ON24 and leads the Center for Marketing Transformation. She is a recognized thought leader in the field of marketing, in-person, hybrid and digital events, and marketing technology. Previously, she was a Principal Analyst at Forrester and SiriusDecisions covering physical and digital events, martech, B2B marketing strategy and agencies.
The myth of digital fatigue: Rethinking audience engagement for a digital-first world
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Session overview
“Digital fatigue” is not a sign of our changing times, it’s just a sign that people are tired of bad marketing. Today, audiences expect more. They want digital experiences that are interactive, engaging, and authentically human. Maybe even fun.
Join Cheri Hulse, VP of Research & Strategy at ON24, as she shares a new vision for audience engagement in a digital-first world.
After this session, you'll be able to:
- Create more audience-centric processes for webinars and events
- Follow examples of how top companies are personalizing content experiences
- Better understand audience engagement data and increase conversion rates
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Speakers
Cheri Hulse
VP of Research & Strategy, ON24
Sponsored by: ON24
ON24 is a leading sales and marketing platform for digital engagement, delivering insights to drive revenue growth. Through interactive webinars, virtual events, and personalized content experiences, ON24 provides a system of engagement powered by AI for businesses to scale engagement, conversions, and pipeline to drive revenue growth. The ON24 Platform supports millions of professionals a month who are totaling billions of engagement minutes per year. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.
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Concurrent Sessions
How the optimistic CMO plans for uncertainty while maintaining business growth
How the optimistic CMO plans for uncertainty while maintaining business growth
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Rhoan Morgan, Founder and CEO, DemandLab
Speaker
Rhoan Morgan
Founder and CEO, DemandLab
Rhoan Morgan is the co-founder and CEO of DemandLab A strong advocate and early adopter of marketing’s collection and use of data and technology, she saw that a lack of analytics and automation was preventing many of her peers in B2B and B2C businesses from capitalizing on the potential.
She launched DemandLab as a full-service marketing and sales agency that specialized in delivering technology-assisted strategy and campaign execution to her clients. Under her leadership, DemandLab has grown significantly year over year while delivering award-winning work that positively impacts market share, operational efficiency and for the agency’s enterprise clients.
One of the first wave of marketing leaders to recognize the potential of marketing automation, Rhoan continues to explore next-generation technologies and analytics that accelerate revenue, clarify marketing’s contribution, support engaging customer journeys, and deliver valuable customer insights.
Rhoan sees marketing as the catalyst for digital transformation that radiates across the organization, connecting sales, IT, customer services, and finance and generating deeper levels of transparency, accountability, and coordination. Prior to co-founding DemandLab, Rhoan gained international leadership experience overseeing the marketing and sales teams for CreoLink, an ISP based in Cameroon. She also led content strategy, media buying, and media and analyst relations at Shunra, a network virtualization solution subsequently acquired by HP.
Rhoan has been named a Champion and Certified Expert by Marketo, a global leader in marketing automation. She is the recipient of a Stevie Bronze Award for Female Entrepreneur of the Year and has twice been named to the list of 40 Most Inspiring Leaders in Sales Lead Management by the Sales Lead Management Association (SLMA). She is committed to mentoring women in sales and marketing. Most recently she has been a career counselor for Dress for Success, a non-profit organization that helps women facing employment challenges to achieve economic independence.
How the optimistic CMO plans for uncertainty while maintaining business growth
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Session overview
In today's large enterprises, CMOs are expected to bring home the bacon -- and cook it, too. Expectations from peer executives and CEOs have increased, and the scope and function of marketing have outpaced that of any other business function.
CMOs are the primary voice of the customer, the designer and facilitator of a majority of customer engagement, owner of customer-facing technology, and guardian and trailblazer when it comes to customer data. The load is heavy. Knowing how to harness this to create brand-defining experiences that drive conversions and revenue will ensure your change agent status.
Join Rhoan Morgan, CEO of DemandLab, for strategies and tools to manage and plan for uncertainty while simultaneously growing revenue impact.
After this session, you'll be able to:
- Understand how 2022 is shaping our future in marketing
- Optimize customer engagement through technology, data, and content
- Execute tactics for reprioritizing and securing your budget for 2023
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Speakers
Rhoan Morgan
Founder and CEO, DemandLab
Sponsored by: DemandLab
DemandLab is a global B2B digital marketing agency that helps enterprises leverage the power of martech, data, and content to enhance the customer experience and revenue performance.
We believe a marketing-led customer experience optimizes customer interactions by coordinating technology, data, and content to deliver brand-defining, personalized experiences at scale in every channel and throughout the customer journey.
Visit us online at www.demandlab.com
Using AI/ML for marketing data management, customer intent, and opportunity prediction
Using AI/ML for marketing data management, customer intent, and opportunity prediction
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Theresa Kushner, Head of North America Innovation Center, NTT DATA Services
Speaker
Theresa Kushner
Head of North America Innovation Center, NTT DATA Services
Theresa Kushner is passionate about data analysis and how it gets applied to today’s business challenges. For over 25 years she has led companies – like IBM, Cisco Systems, VMware, Dell/EMC – in recognizing, managing, and using the information or data that has exploded exponentially. Using her expertise in journalism, she co-authored two books on data and its use in business: Managing Your Business Data: From Chaos to Confidence (with Maria Villar) and B2B Data-Driven Marketing: Sources, Uses, Results (with Ruth Stevens). Today, as the Data and Analytics practice lead for NTT DATA, Theresa continues to help companies – and their marketing departments -- gain value from data and information. She concentrates specifically on how companies are applying AI, ML Ops and overall governance to their everyday challenges. She was recently installed on the board of Women in Big Data as well as AI Truth. She is presently working on her third book about how to mend the relationship between sales and marketing.
Using AI/ML for marketing data management, customer intent, and opportunity prediction
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Session overview
Consumers are increasingly expecting speed and hyper-personalization in their digital experiences, leaving marketers to find innovative ways to meet demands and maximize their budgets. Enter: Artificial intelligence and machine learning.
There are a lot of ways that AI can contribute to marketing efforts, but it's critical to be clear about where AI is best deployed, what returns you should expect, and what you should look for from vendors offering AI-driven applications for marketing.
Join Theresa Kushner, Head of North America Innovation Center at NTT DATA Services, to learn how AI and ML can help you become more efficient in managing data and accessing opportunities.
After this session, you’ll be able to:
- Understand how AI algorithms can help you effectively use the data you have
- Evaluate AI applications and their potential contributions to marketing
- Explain to management how AI is making a difference to the bottom line
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Speakers
Theresa Kushner
Head of North America Innovation Center, NTT DATA Services
Foolproof tips for marketers who want a bigger seat at the table
Foolproof tips for marketers who want a bigger seat at the table
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Eric Stockton, VP of Demand Generation, Constant Contact
Speaker
Eric Stockton
VP of Demand Generation, Constant Contact
Eric Stockton is the VP of Demand Generation and the host of The Revenue Marketing Show, a podcast by SharpSpring from Constant Contact that puts listeners in the trenches with B2B and ecommerce marketers to jumpstart their revenue marketing strategies with actionable tips from thought leaders at the forefront of modern marketing.
An expert and innovator in digital marketing, eCommerce, lead gen, publishing, and online media, Eric has a track record of proven leadership and has directly led $3MM+ ad budgets and $70M+ top-line sales organizations. He has a knack for identifying areas for growth, developing strategy, and diving in where it counts to drive revenue. Eric also enjoys recruiting, training, and retaining high-caliber people. He’s been a keynote speaker at MarketingSherpa events, RevTech Summit, eCommerce Retail Executive Summit, Email Summit, B2B Demand Generation Summit, ContentBiz, and Affiliate Summit.
Foolproof tips for marketers who want a bigger seat at the table
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Session overview
Good marketers know how to cut through the noise and get their message heard. It's time to put those same marketing skills to positive effect for you in the workplace.
Join Eric Stockton, VP of Demand Generation at Constant Contact, as he explores best practices, tried and true tips, and surprisingly effective ways to solve the all-too-common problem of frustrated marketers feeling disenfranchised and unable to do their jobs. Whether that's due to internal miscommunication, not having the ears of the executive team, or team misalignment of tactics and goals, there's advice for you in this fast-paced, informative presentation.
After this session, you'll be able to:
- Change the way you communicate value to execs (this subtle shift can make all the difference!)
- Start talking about sales pipeline and how marketing efforts tie directly to revenue (rather than talking only about campaign tactics and leads)
- Knowledgeably discuss opportunities, pipeline velocity, and win rates -- topics that would normally be reserved for sales leaders -- and start connecting marketing efforts with actual business outcomes
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Speakers
Eric Stockton
VP of Demand Generation, Constant Contact
Sponsored by: Constant Contact
Constant Contact’s digital marketing tools make it easier than ever to drive real business results. Align your sales and marketing teams, personalize your customer journey, and scale with email, list growth, social ads–and an advanced automation platform that closes more deals, faster.
We offer tools to grow your agency and earn more revenue, plus solutions for organizations in need of multiple accounts–like franchises, enterprises, and universities– to streamline digital marketing and ensure brand consistency.
Harness the power of predictive analytics to demonstrate value and support broader marketing performance initiatives
Harness the power of predictive analytics to demonstrate value and support broader marketing performance initiatives
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Yehonathan Barnea, VP Customer Success, Pecan AI
Paul Cowman, Senior Director of Demand Generation, Pecan AI
Moderator:
Elina Mitchell, Campaign Manager, Pecan AI
Speaker
Yehonathan Barnea
VP Customer Success, Pecan AI
Yehonathan Barnea brings deep experience in using data for business success across industries, with a decade of work in consulting and strategy. He previously worked at DataRobot, Strategy&, and Tulip.co, leading teams to implement AI solutions. Yehonathan holds an MBA from the MIT Sloan School of Management and a BSc in economics and biology from the Hebrew University of Jerusalem.
Speaker
Paul Cowman
Senior Director of Demand Generation, Pecan AI
Paul Cowman brings nearly 20 years of experience within the marketing and advertising industry. Over the last two decades Paul has worked at advertising agencies and with in-house marketing teams to developed marketing strategies, create new functions and revenue streams, and execute breakthrough campaigns that differentiate brands.
Moderator
Elina Mitchell
Campaign Manager, Pecan AI
Elina Mitchell is an experienced marketing professional with a passion for B2B marketing, experiential, campaign & content creation.
Harness the power of predictive analytics to demonstrate value and support broader marketing performance initiatives
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Session overview
In a recent Forrester Research report, 71% percent of B2C marketing executives stated that demonstrating value to the CEO, CFO, and the board would be “very challenging” or “extremely challenging” in 2022. Given the recent inflation concerns, supply chain bottlenecks, challenges of remote work, and the rapidly changing marketing landscape (iOS 14.5 and the imminent cookie-less future), it's no wonder why brand and performance marketers are rethinking their marketing strategies and analytic frameworks.
The good news is that all this uncertainty is opening up new opportunities to uncover a much more accurate way to identify current and future high-value customers with the use of predictive analytics. Now is the time for proactive marketers to harness the power of their data and successfully confront new challenges in our rapidly evolving new normal.
Join Pecan AI's Paul Cowman, Senior Director of Demand Generation, and Yehonathan Barnea, VP of Customer Success, to explore the power of predictive analytics.
After this session, you'll be able to:
- Leverage predictive analytics to support the entire marketing funnel – from acquisition to loyalty initiatives
- Tackle attribution challenges and limitations
- Power audience activation and expansion initiatives
If your calendar provider is not listed,
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Speakers
Yehonathan Barnea
VP Customer Success, Pecan AI
Paul Cowman
Senior Director of Demand Generation, Pecan AI
Moderator
Elina Mitchell
Campaign Manager, Pecan AI
Sponsored by: Pecan AI
Pecan helps business intelligence, operations, and revenue teams predict mission-critical outcomes. As the world’s only low-code predictive analytics and data science platform, Pecan enables companies to harness the full power of AI and predictive modeling without requiring any data scientists or data engineers on staff. By simplifying data preparation, automating feature engineering, and creating models refined for high performance in specific use cases, Pecan transforms SQL-trained BI analysts into effective data scientists who can leverage massive amounts of raw data to build accurate predictions in days. With Pecan, companies turn hindsight into foresight by generating highly accurate predictions and recommendations that improve customer lifetime value, retention, conversion rates, demand forecasting, and other revenue-driving KPIs. Pecan’s predictions impact billions of dollars in revenue for fintech, insurance, retail, consumer packaged goods, mobile apps, and consumer services companies of all sizes.
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Concurrent Sessions
Unlock your Content Operations ecosystem to fuel rising demand
Unlock your Content Operations ecosystem to fuel rising demand
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Tarun Chawla, VP, Product Strategy for Connectors & Ecosystem, Aprimo
Speaker
Tarun Chawla
VP, Product Strategy for Connectors & Ecosystem, Aprimo
Tarun Chawla is the VP of Product Strategy for Connectors and Ecosystem at Aprimo. He is based out of Chicago, IL, and has worked with enterprise marketing and sales technology for over 15 years as a developer, implementor, and product lead. Beyond Aprimo, he has worked with technologies such as Salesforce, Adobe Experience Manager, Sitecore, Optimizely, Contentful, PowerBI, inRiver, Brightcove, GoToWebinar, ERP systems, and more, and has a passion for enabling customers to connect different pieces of enterprise software together.
Unlock your Content Operations ecosystem to fuel rising demand
Still need to register? Grab your free pass here.
Session overview
In today's digital-first experience economy, your content should be prioritized as much as a product or service. A cohesive, well-orchestrated Content Operations ecosystem, with digital asset management (DAM) at the center, is key to producing all the personalized, channel-specific experiences that turn your customers into advocates.
Join Tarun Chawla, Product Strategist at Aprimo, to explore the rising demand for content for all your channel-specific experiences -- and why implementing a Content Operations solution is key to helping you streamline your content operations.
After this session, you'll be able to:
- Understand the unique challenges (and solutions!) to getting your content to various channel systems
- Gather metrics cross-channel about content utilization to measure your Content Return on Effort and improve your planning
- Implement a Content Operations solution that fits into any martech stack with rich integration capabilities to channel systems and analytics tools
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Speakers
Tarun Chawla
VP, Product Strategy for Connectors & Ecosystem, Aprimo
Sponsored by: Aprimo
Aprimo offers industry-leading digital asset management and work management solutions that help your teams spend their time and effort on content and marketing strategies that actually drive business outcomes and reach customers in the right channels. Its powerful content operations platform provides organizations with a single source of truth to optimize the way they plan, develop, govern, and deliver exceptional brand experiences at scale. Learn more at www.aprimo.com.
How to win big during the e-commerce holiday season
How to win big during the e-commerce holiday season
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Mary Kate Cash, Head of Growth, AB Tasty
Speaker
Mary Kate Cash
Head of Growth, AB Tasty
Mary Kate is head of growth at AB Tasty. She is an experienced marketing leader with a demonstrated history of scaling teams and processes in the SaaS industry. Skilled in marketing, data-driven project planning, analytics, and budget management. Strong marketing program and project management professional with a BA focused in History from Duke University.
How to win big during the e-commerce holiday season
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Session overview
The holiday season can be "make it or break it" for online retailers as sales and promotions ramp up and brands prepare for the holiday rush. Does your brand have the right holiday plan in place to achieve as much growth as possible this year?
Join Mary Kate Cash, Head of Growth at AB Tasty, for a festive look at 10 actionable ideas to consider ahead of the 2022 holiday season.
After this session, you'll be able to:
- Take action now to position yourself for increased sales later this year
- Improve the customer experience in a time of sky-high expectations
- Mitigate risk during one of the most important sales periods of the year - even during a code freeze
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Speakers
Mary Kate Cash
Head of Growth, AB Tasty
Sponsored by: AB Tasty
AB Tasty is a global leader in feature management, experimentation and personalization solutions, helping businesses launch better products faster and drive more conversions, engagement, and revenue on all their digital assets and channels. We provide marketing, product, and technical teams with a comprehensive brand and product experience optimization platform, allowing them to turn website, mobile or application visitors into customers, subscribers or leads, while delivering outstanding customer experiences, aligned with business KPIs.
Using clean rooms to enhance your data
Using clean rooms to enhance your data
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Kelly Leger, Managing Director, Deloitte Digital
Speaker
Kelly Leger
Managing Director, Deloitte Digital
Kelly Leger is a Managing Director in Deloitte Digital’s Customer & Marketing practice, with a specific focus on the Hux platform and Data and Identity offerings. She helps translate the leading tactics in digital identity from traditional offline CRM/database assets into the world of advertising, marketing, and digital media.
Before joining Deloitte Digital, Kelly was a Senior Vice President of Growth and Product at Merkury powered by Merkle. She helped to create and launch M1, both in the US and across EMEA, Dentsu’s people-based audience planning and insights tool, for which she is a co-founder and patent holder.
Kelly also served as Senior Vice President and General Manager of Digital Solutions at V12 Group, Inc., with responsibility for the creation of the digital product, strategic direction, implementation, and technical planning for V12 Group's Digital division. Prior to V12 Group, she spent three years working in the emerging field of online Audience Targeting and Onboarding at Oracle Datalogix.
An industry expert in digital data, identity, audience and people-based media tactics, Kelly has over 20 years’ experience in data solutions, business development, strategic planning and product development for agencies, holding companies, ad tech, and data providers. She holds a dual bachelor’s degree in Political Science and Public Relations from Marquette University.
Using clean rooms to enhance your data
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Session overview
Omnichannel insight capabilities are vital to achieving a true 360 view of the customer, but siloed data and legacy tech stacks prevent many of today's marketing leaders from reaching true identity resolution.
Join Kelly Leger, Managing Director at Deloitte Consulting LLC, to explore data clean room strategies and how they can enhance identity resolution capabilities across the end-to-end customer journey.
After this session, you'll be able to:
- Use clean rooms to provide a convenient, safe, and compliant solution to unlock customer insights
- Build and engage audiences and measure the results in real-time
- Fine-tune approaches tailored to your customers in order to drive growth
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Speakers
Kelly Leger
Managing Director, Deloitte Digital
Turning data into ROI: How AI marketers are breaking new ground
Turning data into ROI: How AI marketers are breaking new ground
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Vijay Chittoor, Co-Founder & CEO, Blueshift
Speaker
Vijay Chittoor
Co-Founder & CEO, Blueshift
Vijay Chittoor is the CEO & co-founder of Blueshift, the leading AI-Powered Customer Data Platform. Vijay was previously the co-founder & CEO of Mertado (acquired by Groupon to become Groupon Goods), and an early team member at Kosmix (acquired by Walmart to become @WalmartLabs). A former consultant with McKinsey & Co., Vijay is a graduate of Harvard Business School’s MBA Program. He also holds Bachelor’s and Master's degrees in Electrical Engineering from the Indian Institute of Technology, Bombay.
Turning data into ROI: How AI marketers are breaking new ground
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Session overview
In today’s world, you need intelligent marketing for a faster ROI -- especially when it comes to customer engagement. Your customers expect meaningful, personal interactions. This level of personalization requires AI marketing to truly understand your customer: who they are, what they like, and when and where they want to hear from you.
Join Vijay Chittoor, CEO and co-founder at Blueshift, the leading Smart Hub platform for intelligent customer engagement, to learn how you can use AI and rich data to create moments of wow for your customers.
After this session, you’ll be able to:
- Understand the components of AI-powered, customer-centric engagement
- Unlock 1:1 customer-centric engagement at scale
- Quantify the impact of AI marketing
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Speakers
Vijay Chittoor
Co-Founder & CEO, Blueshift
Sponsored by: Blueshift
Blueshift equips marketers to deliver relevant, connected customer-centric experiences across every channel and touchpoint. Blueshift uses patented AI technology to unify, inform, and activate the fullness of customer data across all channels and applications.
Through unified data, cross-channel orchestration, intelligent decisioning, and unmatched scale, Blueshift gives brands all the tools to seamlessly deliver customer-centric experiences in real-time across the entire customer journey.
Leading consumer brands such as LendingTree, Udacity, Discovery, PayPal, Groupon, and the BBC use Blueshift to drive continued revenue growth through elevated customer engagement. The company is backed by prominent venture capital firms including Storm Ventures and SoftBank Ventures Asia.
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Concurrent Sessions
Marketing compliance: Harnessing the power of privacy to increase ROI
Marketing compliance: Harnessing the power of privacy to increase ROI
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Ryan Karlin, Director, Product Management, OneTrust
Speaker
Ryan Karlin
Director, Product Management, OneTrust
Ryan Karlin is the director, product management at OneTrust. In his role, Ryan leads teams delivering solutions for the OneTrust Consent Management Platform and first-party data management solutions, advising companies large and small on the ever-changing landscape of web tracking and digital advertising compliance best practices. Ryan is an International Association of Privacy Professionals certified information privacy manager who also sits on a number of Interactive Advertising Bureau working groups.
Marketing compliance: Harnessing the power of privacy to increase ROI
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Session overview
Europe, California, China... privacy laws are gradually being introduced and enforced all over the world. Not only that, but the privacy ecosystem and digital world are changing rapidly... and merging closer together.
The combination of customer demands, privacy laws, and technology changes is challenging teams to rethink leading-edge strategies. Instead of separating data, privacy, and marketing strategies, business leaders must treat these pillars as an interconnected ecosystem, synchronized from the ground up to reverse the fragmentation that exists in organizations today.
Join Ryan Karlin, Director of Product Management at OneTrust, to gain insight into how brands and publishers can follow regulatory guidelines while enhancing UX strategies to build brand trust.
After this session, you'll be able to:
- Explain the trends and developments in the privacy landscape
- Understand the power of providing transparent experiences that build trust
- Deliver a streamlined UX across browsers and devices
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Speakers
Ryan Karlin
Director, Product Management, OneTrust
Sponsored by: OneTrust
As society redefines risk and opportunity, OneTrust empowers tomorrow’s leaders to succeed through trust and impact with the Trust Intelligence Platform. The market-defining Trust Intelligence Platform from OneTrust connects privacy, GRC, ethics, and ESG teams, data, and processes, so all companies can collaborate seamlessly and put trust at the center of their operations and culture by unlocking their value and potential to thrive by doing what’s good for people and the planet.
The 2022 MarTech Replacement Survey: What technology trends mean for marketers
The 2022 MarTech Replacement Survey: What technology trends mean for marketers
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Tony Byrne, Founder, Real Story Group
Kim Davis, Editorial Director, MarTech
Speaker
Tony Byrne
Founder, Real Story Group
Tony Byrne is founder of Real Story Group the only exclusively "buy-side" technology analyst firm. Real Story Group works only for enterprise MarTech customers. Tony has a personal passion for helping stack leaders make sound strategic decisions, based on solid research, that will set them up for long-term success.
Speaker
Kim Davis
Editorial Director, MarTech
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN.
Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist.
The 2022 MarTech Replacement Survey: What technology trends mean for marketers
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Session overview
The results are in: Marketing organizations are still doing it. Ripping out martech solutions in favor of alternatives with better features, better integration capabilities, and more data centralization, that is. This includes mission-critical solutions like marketing automation and CRM.
Based on responses from almost 300 marketers, the 2022 MarTech Replacement Survey looks at which solutions are most frequently replaced, reasons for changes, who championed the changes, implementation management, and how long solutions were in use before being replaced.
Join Kim Davis, Editorial Director at MarTech, and Tony Byrne, President of Real Story Group, for a candid discussion exploring the trends unearthed by the survey in the context of the rapidly evolving martech space.
After this session, you'll be able to:
- Understand the implications of replacing critical components of the martech stack
- Get a feel for the reasons your peers are replacing solutions
- Know who is championing martech replacement within marketing organizations
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Speakers
Tony Byrne
Founder, Real Story Group
Kim Davis
Editorial Director, MarTech
The values imperative for marketers: What’s really driving your customer decisions
The values imperative for marketers: What’s really driving your customer decisions
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Alisa Miller, CEO & Co-founder, Pluralytics
Speaker
Alisa Miller
CEO & Co-founder, Pluralytics
Named by Fast Company as a Most Influential Woman in Technology, Alisa Miller is co-founder and CEO of Pluralytics, the ground-breaking machine learning-powered language analytics platform. Before starting Pluralytics, Alisa was CEO of Public Radio International (PRI) from 2006-2018 and was the first woman and youngest CEO to head a major public radio network. In 2018, she led PRI’s merger with PRX, creating a company that reaches 28.5MM users and has 100MM podcast downloads monthly. She speaks on the power of purpose-driven businesses and on tech/media’s power to shape knowledge and action. Her TEDTalk has 2MM+ views/translated into 48 languages.
The values imperative for marketers: What’s really driving your customer decisions
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Session overview
The driving events of the last few years have been literally biblical in scope (think fire, drought, and plague). We've also grappled with issues of societal upheaval that we haven’t seen in generations. With all of this as a backdrop, when marketers look back, they will remember this era as the tipping point in the rise of the values-based consumer and the challenges of communicating effectively.
Today, 1 in 5 customers will “walk away forever” if a company’s values don’t align with their own. But how do marketers factor values into targeting and what are the implications for brand positioning and messaging?
Join Alisa Miller, co-founder and CEO of Pluralytics, to learn how to apply a values lens to marketing strategy and messaging that deepens a connection with target audiences and improves ROI.
After this session, you'll be able to:
- Understand how personal values impact consumer decision-making -- and how to apply values to your marketing strategy and messaging that resonates
- Make the values connection to your targets by adding a values layer to your insights
- Understand values segmentation and personas
- Use the language of values to deepen connections
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Speakers
Alisa Miller
CEO & Co-founder, Pluralytics
Sponsored by: Pluralytics
Pluralytics is the first language intelligence solution powered by people's values. Our software reads content, tells you who it appeals to - and why - and then recommends language to deepen engagement and improve content performance. Our leading-edge approach is rooted in behavioral science and leverages machine learning and NLP to identify whether a company speaks effectively to its values-driven customers, shareholders or employees. We deliver language intelligence that helps marketers and communicators know who they are targeting effectively and who they could be missing. Today, more than 50% of all consumers use values when making purchasing, employment and investment decisions, and almost every word we choose conveys values. The Pluralytics platform helps our customers choose the right words, every time.
Automation, AI, and the CDP: 4 steps B2C companies can take to improve personalization using data
Automation, AI, and the CDP: 4 steps B2C companies can take to improve personalization using data
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James Fang, VP, Product Marketing, mParticle
Alex Holub, Co-Founder & CEO, Vidora
Speaker
James Fang
VP, Product Marketing, mParticle
Head of Product Marketing for the leading Customer Data Platform (CDP). Helping the worlds’ best brands deliver the best customer experiences by simplifying the process to collect 1st-party behavioral analytics data in order to build a unified, 360 degree view of their customers.
Speaker
Alex Holub
Co-Founder & CEO, Vidora
Alex Holub is the Co-Founder & CEO at Vidora. Alex studied artificial intelligence throughout his academic career at Cornell University and during his Ph.D. at Caltech. He has published over 15 academic papers and holds numerous patents in the areas of machine learning, computer vision, and artificial intelligence. Prior to co-founding Vidora, Alex was a technical and product management lead at Ooyala.
Automation, AI, and the CDP: 4 steps B2C companies can take to improve personalization using data
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Session overview
Automation powered by AI is a critical tool for B2C marketers to drive efficiencies and performance across their campaigns. However, success leveraging AI typically does not happen overnight. Most businesses progress through a variety of incremental steps on their path to transforming data into business results using AI.
Join Alex Holub, Co-Founder at Vidora, and James Fang, VP of Product Marketing at mParticle, as they discuss four steps B2C companies can take to improve personalization using data.
After the session, you'll be able to:
- Clearly convey and understand the key concepts around AI for B2C marketing
- Define an AI strategy and roadmap to drive business results
- Understand how AI and first-party data can deliver meaningful customer experiences
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Speakers
James Fang
VP, Product Marketing, mParticle
Alex Holub
Co-Founder & CEO, Vidora
Sponsored by: mParticle
mParticle makes it easy to holistically manage customer data along the entire product and customer lifecycle. Teams across companies like Restaurant Brands International, NBCUniversal, JetBlue, Venmo, and Airbnb use mParticle to deliver great customer experiences and accelerate growth by solving the foundational challenges that impede success at scale. mParticle announced a $150M fundraise in October 2021 led by Permira on the heels of strong growth and product innovation. Founded in 2013, mParticle is headquartered in New York City with employees around the globe.
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Concurrent Sessions
Driving CX excellence using intelligent search
Driving CX excellence using intelligent search
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Dr. John Lewis, Chief Knowledge Officer, SearchBlox Software, Inc.
Speaker
Dr. John Lewis
Chief Knowledge Officer, SearchBlox Software, Inc.
JDr. John Lewis is currently the Chief Knowledge Officer at SearchBlox Software, Inc. John is the author of “Story Thinking: Transforming Organizations for the Fourth Industrial Revolution,” and he brings his expertise to SearchBlox Inc. to enhance the enterprise search journey. John has “Big 4” management experience and was acknowledged by Gartner with an industry “Best Practice” paper for an innovative global knowledge management solution. John holds a Doctoral degree in Educational Psychology from the University of Southern California, is a senior research associate with the International Institute of Knowledge and Innovation (IIKI), and is on the review board for the Journal of Knowledge Management.
Driving CX excellence using intelligent search
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Session overview
Providing online answers to questions can increase sales conversions and reduce support calls. But answering just the most frequently asked questions, using traditional FAQ approaches, means most questions go unanswered.
Join John Lewis, CKO at SearchBlox Software, to learn about the advantages of intelligent search for answering specific questions, help with asking better questions, and unifying answers from multiple content sources.
After this session, you’ll be able to:
- Describe the advantages of SmartFAQ over traditional FAQ technologies
- Understand how AI can automatically generate answers from your existing content
- Unify the search results from multiple sources using intelligent search
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Speakers
Dr. John Lewis
Chief Knowledge Officer, SearchBlox Software, Inc.
Sponsored by: SearchBlox Software, Inc.
SearchBlox simplifies enterprise search for complex organizations. Our intuitive and intelligent tools offer out-of-the-box setup, secure encryption, and a low total cost of ownership. AI-powered solutions optimize each step of the search journey to dramatically improve digital engagement. SearchBlox is the easy choice for leaders in financial services, healthcare, and government.
Unifying data to improve your marketing automation strategies
Unifying data to improve your marketing automation strategies
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Jim Thao, Marketing Automation Manager, Lively Inc.
Speaker
Jim Thao
Marketing Automation Manager, Lively Inc.
Jim Thao is a Marketing Automation Consultant, Architect, and Strategist with a specialized expertise in Marketo and Salesforce. He's earned 10+ years of experience working across multiple teams to drive and meet demand generation initiatives such as: event registrations, lead scoring, lead nurturing, lead life cycles, segmentations, dynamic content, and many other custom solutions.
Unifying data to improve your marketing automation strategies
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Session overview
Consumer privacy is becoming more important in today's world and customers are more anxious than ever about being tracked online. Yet, in a post-third-party cookie world, marketers are truly in a race against time to find new trustworthy ways to learn and build better customer relationships.
Join Jim Thao, Marketing Automation Manager at Lively Inc., to learn more about cookie tracking via marketing automation and what you can do to leverage and differentiate your marketing automation strategies.
After this session, you’ll be able to:
- Understand the difference between cookies and the data it generates for use in marketing automation platforms
- Leverage three reliable marketing automation insights to make big moves in a post-third-party cookie world
- Unify data across platforms into your marketing automation platform using iPaaS
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Speakers
Jim Thao
Marketing Automation Manager, Lively Inc.
How REVOLVE and The Mighty use mobile app messaging to capture attention and drive loyalty
How REVOLVE and The Mighty use mobile app messaging to capture attention and drive loyalty
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Sydney Smith, Client Marketing Manager, Cordial
Andrew Shields, Sr. Technical Product Manager, Cordial
Speaker
Sydney Smith
Client Marketing Manager, Cordial
Sydney is an experienced SaaS Lifecycle Marketer who has 9 years of experience working on both the technology and the agency side of the industry. She has worked alongside leading brands to help them develop and implement best-in-class digital strategies that drive meaningful results.
Speaker
Andrew Shields
Sr. Technical Product Manager, Cordial
Andrew has worked in the mobile app marketing space for 6 years across multiple companies as both a software engineer and senior product manager. During this tenure, he has helped many brands successfully migrate and implement unique use-cases based on business needs.
How REVOLVE and The Mighty use mobile app messaging to capture attention and drive loyalty
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Session overview
Leading retail and media brands are using mobile apps to personalize and guide the customer experience, capture attention, deliver meaningful value, and drive loyalty -- and with good reason: 70% of consumers say they are using mobile apps for shopping more frequently than a year ago.
Join Cordial's Sydney Smith, Client Marketing Manager, and Andrew Shields, Sr. Technical Product Manager, to hear how REVOLVE and The Mighty are using mobile app messaging to capture attention and drive loyalty.
After this session, you'll be able to:
- Understand when to use different app messaging types: push, in-app, or inbox
- Integrate mobile apps with other messaging channels, like email and SMS
- Follow unique strategies that marketers at AdoreMe, BuzzFeed, The Mighty, and REVOLVE are using push, in-app, and inbox messages to engage customers
- Know what to measure in order to evaluate the success of your messaging strategies
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Speakers
Sydney Smith
Client Marketing Manager, Cordial
Andrew Shields
Sr. Technical Product Manager, Cordial
Sponsored by: Cordial
Cordial is a cross-channel marketing platform built to help marketers create unique and unified customer experiences across all channels. Using unlimited data and advanced messaging capabilities, Cordial helps brands communicate with customers in highly personalized ways across email, SMS, mobile app, and more.
Founded in San Diego, CA, Cordial was created with the belief that marketing should be more thoughtful and that brands deserve a better experience working with technology partners. Today, brands like REVOLVE, L.L.Bean, Backcountry, and Purple rely on Cordial to drive revenue growth by sending a better message.
Moneyball is the future of SEO
Moneyball is the future of SEO
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Will Critchlow, CEO, SearchPilot
Speaker
Will Critchlow
CEO, SearchPilot
Will Critchlow is CEO of SearchPilot, a company that spun out of his previous business Distilled, which was acquired by Brainlabs in early 2020. SearchPilot is an enterprise SEO A/B testing platform that proves the value of SEO for the world’s biggest websites by empowering them to make agile changes and test their impact.
Moneyball is the future of SEO
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Session overview
Too many organizations struggle with prioritizing SEO activities, proving the value of SEO initiatives, and sluggish or lackluster organic search growth. Many marketing leaders wish that SEO could be more like paid media, with directly-measurable connections between activities and outcomes.
Join Will Critchlow, CEO at SearchPilot, as he lays out the ways SEO is changing with new data and capabilities that address these problems and do exactly that. You'll get to see the strategies and metrics you need to compete with the best in the world.
After this session, you'll be able to:
- Connect individual SEO initiatives to their business results
- Build an SEO roadmap that is based on proven changes from scientific tests
- Set goals based on the metrics that matter for successful SEO in competitive enterprise spaces
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Speakers
Will Critchlow
CEO, SearchPilot
Sponsored by: SearchPilot
SearchPilot is an SEO testing platform helping large websites run SEO A/B tests and make agile changes.
SEO testing makes it possible to prove the value of SEO work, prioritize your backlog, and avoid drops in your organic search performance.
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Concurrent Sessions
How marketers can make sense of the metaverse
How marketers can make sense of the metaverse
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Tim Parkin, President, Parkin Consulting
Lisa Peyton, Immersive and Strategic Communications Instructor, University of Oregon
Moderator:
Chris Wood, Editor, MarTech
Speaker
Tim Parkin
President, Parkin Consulting
Tim Parkin is a consultant, advisor, and coach to marketing executives globally. He specializes in helping marketing teams optimize performance, accelerate growth, and maximize their results. By applying more than 20 years of experience merging behavioral psychology and technology, Tim has unlocked rapid and dramatic growth for global brands and award-winning agencies alike. He is a speaker, author, and thought leader who has been featured in AdAge, AdWeek, Inc, TechCrunch, Forbes, and many other major industry publications. Tim is also a member of the American Marketing Association, Society for the Advancement of Consulting, and an inductee to the Million Dollar Consulting Hall of Fame.
Speaker
Lisa Peyton
Immersive and Strategic Communications Instructor, University of Oregon
Lisa Peyton is an immersive media strategist and media psychologist focusing on the user engagement and marketing applications of new technologies.
Moderator
Chris Wood
Editor, MarTech
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
How marketers can make sense of the metaverse
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Session overview
The metaverse. What is it? And how does this current buzzword relate to the experience users have when interacting with a virtual world? With use cases rapidly developing through VR and AR technology, how can marketers break ground in these dynamic channels?
Join Chris Wood, Editor at MarTech, Lisa Peyton, Senior Digital & Immersive Media Strategist at the University of Oregon, and Tim Parkin, President of Parkin Consulting, for a lively discussion about what the metaverse means for marketers today. Together, they will draw on their extensive experience in navigating virtual worlds for enterprise companies and publishers and share first-hand insights and impressions of this emergent ecosystem.
After this session, you'll be able to:
- Understand how virtual worlds and games have evolved over the years into highly engaging marketing channels
- Identify key opportunities for growing brand awareness and customer engagement in the metaverse
- Replicate examples from top companies who have had success making moves in the metaverse
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Speakers
Tim Parkin
President, Parkin Consulting
Lisa Peyton
Immersive and Strategic Communications Instructor, University of Oregon
Moderator
Chris Wood
Editor, MarTech
The Q4 sender showdown: Email strategies to dominate the inbox in a revenue-critical period
The Q4 sender showdown: Email strategies to dominate the inbox in a revenue-critical period
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Kate Adams, SVP of Marketing, Validity
Speaker
Kate Adams
SVP of Marketing, Validity
As Senior Vice President of Marketing, Kate leads all of Validity’s marketing efforts.
Prior to Validity, Kate was Vice President of Marketing at Drift, where she discovered her passion for helping and marketing to sales professionals and marketers. While there, Kate built the demand generation function from the ground up, achieving more than 200% in pipeline growth. Before Drift, Kate led the demand generation and marketing operations teams at SmartBear, where she managed the pipeline generation for a portfolio of more than 20 products.
Kate has also led marketing and product for a number of early-stage startups ranging in size and industry, from education and healthcare to employee engagement. She is passionate about bringing businesses to life in the hearts and minds of prospects and customers by creating amazing customer experiences across the entire customer lifecycle.
Kate holds a Bachelor’s degree in Spanish Language and Literature from Regis College.
The Q4 sender showdown: Email strategies to dominate the inbox in a revenue-critical period
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Session overview
Are you prepared to battle your way to the top of the inbox in Q4? In this revenue-critical period, most email marketers pull out all the stops to win clicks and conversions. Unfortunately, your competitors are doing the same—and this holiday sales season promises to be the toughest yet for marketers.
Global sending volumes have risen by 82% in the past two years alone—meaning it’s easier than ever for your emails to get lost in the inbox. Plus, Apple’s MPP and shaky economic conditions are making it difficult to deliver solid campaign results.
Join Kate Adams, SVP of Marketing at Validity, to learn the tactical insights and strategic recommendations you need to dominate the inbox in Q4.
After this session, you'll be able to:
- Explain the current state of the email landscape—including performance metrics you can’t afford to ignore
- Understand how industry trends and curveballs like Apple’s MPP, BIMI, and more will impact your success
- Implement strategies to deliver more personalized email experiences that win clicks and conversions
- Execute dynamic content tactics to drive engagement directly within your emails
- Leverage tips to catch reputation and deliverability issues early, before they sink your performance
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Speakers
Kate Adams
SVP of Marketing, Validity
Sponsored by: Validity
Businesses run better and grow faster with accurate data that enables them to increase email engagement and sales productivity. Data that lets you target, engage and convert customers, and do so more effectively than before.
Validity is the most trusted name in customer data quality. Tens of thousands of organizations rely on Validity solutions – including Everest, DemandTools, GridBuddy Connect, BriteVerify, and MailCharts – to improve customer engagement and manage their customer data. With Validity, these organizations make better decisions that drive more leads, close more deals, and confidently plan for continued growth.
6 powerful metrics for effective email marketing
6 powerful metrics for effective email marketing
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Kath Pay, CEO, Holistic Email Marketing
Speaker
Kath Pay
CEO, Holistic Email Marketing
Kath Pay lives and breathes email marketing and is recognized as one of the industry’s leading Email Marketers. CEO of boutique consultancy, Holistic Email Marketing, she devotes her time to developing customer-centric eCommerce journeys using a holistic, multi-channel approach. Winner of the 2021 ANA/EEC Email Marketers Thought Leader of the Year, and an industry veteran of 23 years, Kath is the author of the best-selling and award-winning book, Holistic Email Marketing, and is an international keynote speaker, regular blogger, expert contributor, and trainer.
6 powerful metrics for effective email marketing
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Session overview
In some ways, email marketing is one of the easiest channels to measure – but are opens and clicks the correct metrics to be using? Or can you gain more meaningful and actionable insights by adding other metrics into your reports? If so, which ones?
Join Kath Pay, CEO of Holistic Email Marketing, as she unveils the email metrics that you should be monitoring in order to make the best email marketing decisions for your business and, ultimately, your customers.
After this session, you’ll be able to:
- Identify which metrics will give you the ultimate competitive advantage
- Confidently make business decisions with reliable metrics
- Understand why attribution in email is fallible... and what you can do to compensate
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Speakers
Kath Pay
CEO, Holistic Email Marketing
Full lifecycle ABM: Practical strategies and playbooks to get started
Full lifecycle ABM: Practical strategies and playbooks to get started
If your calendar provider is not listed,
please add the session details manually.
Taylor Young, Principal, ABM Strategy, Terminus
Speaker
Taylor Young
Principal, ABM Strategy, Terminus
Taylor is an enthusiastic, results-driven marketing strategist. A previous Terminus customer and power-user, she now serves as an in-house subject matter expert for multichannel ABM strategies leveraged within the Terminus platform. As a trusted advisor for account-based marketing and content orchestration, Taylor applies her breadth of conversion optimization knowledge to the world of ABM.
Full lifecycle ABM: Practical strategies and playbooks to get started
Still need to register? Grab your free pass here.
Session overview
Many marketers struggle to get started and grow with ABM when they lack the internal expertise to execute account-based strategies. But they don't have to.
Join Taylor Young, Principal of ABM Strategy at Terminus, as she reveals how to execute an account-based strategy that fits into and enhances your existing marketing program. Together, you'll dig into a build pipeline playbook, start to finish.
After this session you’ll be able to:
- Up-level your ABM maturity by thinking full lifecycle
- Align your Marketing efforts to broader business objectives
- Use the ABM Campaign Workbook highlighted in the presentation
If your calendar provider is not listed,
please add the session details manually.
Speakers
Taylor Young
Principal, ABM Strategy, Terminus
Sponsored by: Terminus
Terminus is the industry’s only true ABM platform for revenue growth. As the ABM category creators, our mission is to empower marketers to drive revenue impact for a sustainable growth advantage. With our true ABM Platform, 1000+ customers including Gainsight, Roche, and Dow Jones have turned marketing into a growth engine. Terminus is proud to be G2 leader in ABM for 17 consecutive quarters.
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