Wednesday, March 21
9:00 a.m. - 9:30 a.m.
Registration, Breakfast and Networking
9:30 a.m. - 9:45 a.m.
9:45 a.m. - 10:30 a.m.
Power Panel: Marketing's New Mission
A panel of marketing all-stars representing the best marketing minds set the stage by coming together to share their thoughts on how marketing’s mission is changing today and how marketer adapt to a changing industry in which marketing executives are increasingly required to be technologists as well as branding experts.
Matthew McKenzie, B2B Marketing Consultant, Dawgpaw, LLC
Jennifer Agustin, VP, Marketing, DreamBox Learning
Lucretia Lyons, President, Business Valuation Resources
Travis Murdock, VP, Marketing, Xinova
Jenn Steele, VP, Product Marketing, Bizible
10:30 a.m. - 10:50 a.m.
10:50 a.m. - 11:35 a.m.
Managing an Effective Marcom Tech Stack
One-third of marketing budgets are being spent on technology. In 2011, there were 150 marketing technology companies in the U.S. By 2017, there were over 5,000 and growing. Understanding what technology can do for you, as well as how to effectively implement it, is critical to the success of any marketer today. This session looks at how technology is empowering marketers, from how to determine what you really need (versus what’s nice to have) and how the right tech stack directly drives more customers and sales.
Brian Hansford, VP, Client Services, Marketing Technology & Performance, Heinz Marketing, Inc.
Karen Howe, Director, Marketing, Test Innovators
Shanna Mikaelian, Director, Sales & Marketing Operations, LiquidPlanner
11:35 a.m. - 12:20 p.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 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.
Paul Campbell, CEO & Founder, Enrupt
Gabriel Gervelis, Director, Marketing, Decisive Data
Rebecca Schlachter, SVP, Data Science, LBS Ventures
Alberto Sutton, CMO & Co-founder, Synton Group
12:20 p.m. - 1:15 p.m.
1:15 p.m. - 1:45 p.m.
Revolutionary New Tools for Tracking Website Visitors and Turning Them into Customers
Tens of thousands of people are visiting your website—scanning your products, reading your content—but you have no idea who they are, which visitors are already your customers, how many times they’ve visited or how to convert the newcomers. But what if you could track those people according to their behavior, creating a custom marketing campaigns—automated triggers—that makes a tailored experience for them every time they visit your site and bring them back to your site? Your conversions would skyrocket. Learn about the next generation intelligent data gathering and marketing automation that companies are using to significantly grow their business.
John Roney, President, Advanced Insight
1:45 p.m. - 2:30 p.m.
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.
Esther Lim, CEO, The Estuary, LLC
Adam Hutchinson, Head of Marketing, Socedo
Jessica Share, VP, Marketing, ArtPup
Kathy Visser-May, CMO, Acumatica
2:30 p.m. - 3:15 p.m.
Go-to-Market Strategies for Creating and Delivering Content
Everybody wants to do content marketing today, but 73% of marketers feel they aren’t doing it effectively, according to Content Marketing Institute. In this session we will discuss different paths for brands to achieve content marketing success, from developing your internal structure to develop and execute content effectively to how to license and leverage existing high quality content for your own marketing goals.
Dana Harder, VP, Strategy, Content4Demand
Clare Hegg, Senior Manager Product Marketing, Socrata
Dan LaBelle, VP, Marketing , BrandVerity
Scott Severson, President, Brandpoint
Ryan Warren, VP, Marketing, EnergySavvy
3:15 p.m. - 3:30 p.m.
3:30 p.m. - 4:30 p.m.