Wednesday, May 3

9:00 a.m. - 9:05 a.m.

Welcome

9:00 a.m. - 9:45 a.m.

Own Your Audience Data and Own Your Market

It’s a data-driven world and your marketing is only as good as your ability to reach the right people at the right time. However, most marketers struggle with getting the right data into the right hands. This session offers a step-by-step game plan for developing an audience data strategy, from an overview of how audience data is being used today to target prospects with pinpoint precision to how marketers get there by effectively capturing audience data, developing a database that’s actually useful and determining who owns what internally.

Presenter:

Joe Benson, President, Knowledge Marketing

Joel Hughes, Chief Digital Officer, EnsembleIQ

9:45 a.m. - 10:30 a.m.

Marketing Automation the Right Way

Marketing Automation offers great promise - increased efficiency, greater customer and prospect engagement, and improved marketing results. However, technology alone will only get you part of the way there. For marketing automation to be successful, you need to use it effectively - from lead scoring to audience segmentation, to deploying campaigns. This session will focus on how you can more effectively use marketing automation to drive your programs. 

Presenter:

Mitch Eisen, VP Product, Higher Logic

10:30 a.m. - 11:00 a.m.

Networking Break

11:00 a.m. - 11:45 a.m.

The Future is Now: Behavioral Data and Predictive Intelligence

Marketing is currently moving from marketing segmentation to marketing automation. The next phrase will be predictive—understanding what customers will do next and serving recommendations based on that. This session will show how market leaders are observing customer behavior and building a profile of customer preferences based on every action taken that leads to the right products and the right marketing.   

Presenter:

Frank Cutitta, Director of the Center for Content Analytics, HIMSS

11:45 a.m. - 1:00 p.m.

Networking Lunch

1:00 p.m. - 1:45 p.m.

Best Practices: Social Media

Using Social to Raise Awareness and Drive Action

Almost every marketing campaign has a social media component but too often our social strategies are simply regurgitating the same information from executions in other marketing channels rather than really driving engagement and advancing the campaign. This session offers best practices and case studies on how you can be effectively leveraging each of the major social media platforms as well as why “likes” and “followers” are taking a back seat to influencers and driving specific action as the real goals for social media.

Presenter:

Charlene Blohm, President, C. Blohm & Associates, Inc.

Tracy Samantha Schmidt, Principal, Socially Authentic

1:45 p.m. - 2:30 p.m.

Best Practices: E-Mail Marketing

Six Ways to Cut Through the Clutter

E-mail doesn’t get the same buzz as social media and content marketing but it’s still the workhorse of business-to-business marketing. Get six actionable tips for refreshing your e-mail marketing strategy, boosting open rates and driving conversions. 

Presenter:

Christina Karabetsos, Executive Vice President, QCSS, Inc.

2:30 p.m. - 3:15 p.m.

Putting It All Together: How Personalization Drives Farm Journal's Go-to-Market Strategy

One of the biggest boons to Farm Journal's business has been the ability to turn customer data into action. They don't claim to have all the answers, but leveraging personalized data has allowed the company to:

  • Take social media from $0 to six-figures in two years
  • Scale its audience by using 50,000 names to identify 1.6 million lookalikes
  • Reduce the number of email newsletters while personalizing content and boosting ad revenue
  • Optimize mobile messaging
  • Reach high value customers via both on-site and off-site marketing 

Presenter:

James Arnold, Vice President of Digital Sales, Farm Journal