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April 29 – 30, 2015 | AT&T Park, San Francisco, CA
MarketingInnovationSummit.com
#B2BSUMMIT
DAY
ONE
WEDNESDAY, APRIL 29TH
DEMANDBASE UNIVERSITY WORKSHOPS
Demandbase University Workshops are being offered with limited
availability. The two tracks, Basic and Advanced, will be presented by a
team of Demandbase experts and cover the following lists of topics:
FULL FUNNEL ABM (Basic)
Leveraging an ABM strategy to Attract, Engage, Convert and Measure
1 - 1:40pm
Account-Based Marketing Introduction: Learn the fundamentals of
Account-Based Marketing (ABM) and the real-life tactics and strategies for
implementation within the Sales and Marketing organization. Includes an
ABM assessment to help attendees define a roadmap for adoption within
their organization.
1:45 - 2:25pm
Top 5 Reports to Get Started in B2B Analytics: Get started with analytics
that drive your ABM strategy. This session will cover the 5 essential reports
every marketer needs to set out on a path of ABM in their organization.
Attendees are welcome to follow along on their own Demandbase-enabled
Analytics instances on their laptops.
2:30 - 3:10pm
B2B Segmentation Strategies: Uncover the universe of companies that
you can and should do business with, divide these companies into highvalue segments and develop a marketing plan for each segment.
3:30 - 4:10pm
B2B Advertising, Personalization and Landing Page Best Practices:
Learn about the tried and true best practices for web, mobile & video
advertising creative and landing pages.
4:15 - 4:55pm
Account-Based Marketing in Action: How does it all come together?
Learn from companies that have deployed a full funnel ABM strategy
successfully. Learn how to create an ABM roadmap that helps you Attract,
Engage, Convert and Measure your high-value accounts and maximizes
revenue performance.
DAY ONE | WEDNESDAY, APRIL 29TH (cont.)
ABM OPTIMIZATION (Advanced)
Refining & optimizing your current ABM strategy
1 - 1:40pm
Account-Based Marketing Introduction: Learn the fundamentals of
Account-Based Marketing (ABM) and real-life tactics and strategies for
implementation within the Sales and Marketing organization. IIncludes an
ABM assessment to help you define a roadmap for adoption within your
organization.
1:45 - 2:25pm
Creating Analytics-driven Advertising and Personalization LPO
Plan: Gain insight into how to create data-driven strategies for Account-
Based Advertising, Personalization and landing page optimization.
2:30 - 3:10pm
Creating an Analytics-driven Content Strategy: Content plays a
3:30 - 4:10pm
Creating Page Optimizations/Experiments in B2B: Discover the
4:15 - 4:55pm
Account-Based Marketing in Action: How does it all come together?
critical role in B2B Marketing, but how do you create a content strategy that
focuses on and engages the segments and accounts that matter? Learn
how to use data to create a content strategy that wins.
different methodologies for creating an effective testing strategy, as well as
best practices for reporting and analysis of data from experiments.
Learn from companies that have deployed a full funnel ABM strategy
successfully. Learn how to create an ABM roadmap that helps you Attract,
Engage, Convert and Measure your high-value accounts and maximizes
revenue performance.
GENERAL CONFERENCE OPEN
5 - 7pm
WELCOME RECEPTION | ALL-STAR LOUNGE
Let’s play ball! Join us in kicking off the conference - grab some upscale
ballpark grub and take a swig before swinging in the batting cages,
or catching a ballpark tour.
DAY
TWO
THURSDAY, APRIL 30TH
7:30am
REGISTRATION OPENS
8 - 8:45am
BREAKFAST | ALL-STAR LOUNGE
9 - 11:15am
KEYNOTES | STADIUM
Welcome & Executive Address Chris Golec, Founder & CEO, Demandbase
Peter Isaacson, CMO, Demandbase
Avanish Sahai, CPO, Demandbase
Dan Siroker
Co-founder & CEO, Optimizely
Chris Golec
Peter Isaacson
Avanish Sahai
Dan Siroker
Rod Brooks
President & CEO, Stop Hunger Now
Rod Brooks
11:15 - 1pm
LUNCH | ORGANIC GARDEN
Stop Hunger Now: Volunteer
Demandbase is proud to partner with Stop Hunger Now and we invite you
to volunteer and help package meals with fellow attendees.
1 - 3:45pm
TRACK SESSIONS
DAY TWO | THURSDAY, APRIL 30TH (cont.)
THOUGHT LEADERSHIP TRACK | ROOM: BABE RUTH
1 - 1:45pm
Sales and Marketing: B2B’s New Power Couple
Adam Blitzer, GM & SVP of Salesforce Pardot
When Marketing and Sales are in lockstep, revenue soars. Unfortunately,
many companies still struggle to make Sales and Marketing alignment a reality.
Conflicting goals, a history of failed strategy, and lack of technology all too often
keep these two departments at each other’s throats. What if you could unite
these two teams and sell more effectively than ever before? Adam Blitzer, GM
& SVP of Salesforce Pardot, has been on both sides of the fence in Sales and
Marketing and will cover best practices for closing the gap with the help of
marketing automation.
2 - 2:45pm
Account-Based Marketing: Welcome to The New Reality in B2B
Megan Heuer, VP & Group Director, SiriusDecisions
It’s the classic disconnect: While Sales talks accounts and opportunities,
Marketing talks segments and solutions. Smart marketers know the secret to
fixing this: Account-Based Marketing (ABM). Now a major trend in B2B, ABM
aligns marketing efforts with sales goals and customer needs. In this session,
we’ll share the types of ABM and how they fit into a best-in-class B2B marketing
portfolio. We’ll also explain the toolkit that enables a scalable approach to ABM
and improves alignment with Sales. Finally, we’ll share examples of success
along with findings from our survey about the current state of ABM in B2B.
3 - 3:45pm
Adam Blitzer
Megan Heuer
The Last Mile: Making the Dream a Reality
Michael McLaren, CEO, MRM/McCann
B2B companies have heard the hype: Modern marketing means delivering
personalized experiences across a connected customer journey - all fueled
by data-driven customer insights. The marketing industry has subsequently
exploded with new technology and services - all with the end goal of delivering
on this promise. But while marketers have made huge strides, this promised
nirvana still exists more in slideware than the real world. In this session, we
discuss how companies are closing the last-mile gap between the dream and
reality, including the following:
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Realizing the full value of platform investments
Achieving a true end-to-end customer view
Delivering relevant and impactful experiences
Optimizing content and offers through the channel
Doing it all in real-time
Michael McLaren
!
DAY TWO | THURSDAY, APRIL 30TH (cont.)
INNOVATION TRACK | ROOM: WILLIE MAYS
1 - 1:45pm
Why the Data-Driven CMO is Winning
Heather Zynczak, CMO, Domo
Today’s CMO has an abundance of data at their disposal to help plan, execute
and refine marketing programs that target key prospects. But what the best
CMOs do with that data elevates them and their marketing teams ahead of
the competition. Heather Zynczak, CMO of Domo, will walk you through how
she gathers, visualizes and uses the data at her finger tips to calculate ROI in
order to build a highly impactful and successful marketing strategy with her
marketing team.
2 - 2:45pm
How GE Digital Marketing Stays Lean and Goes Fast
Holly Bounds, Digital Strategy Lead, GE Energy Management
As Digital Strategy Lead for GE Energy Management, Holly Bounds manages
website and digital activities for five distinct divisions of the business, each
of which has its own website, products, customers, revenue reports and not
to mention unique marketing technology. She will walk through how she is
leveraging company, industry and geographic data to optimize each web
property, down to the content pieces that are driving the most opportunities.
She’ll also share how armed with this information, she is better able to justify
budget asks and drive ROI on both dollars and human resources.
3 - 3:45pm
Heather Zynczak
Holly Bounds
Marketing Tech Stack Showcase Panel
Moderator: Scott Brinker, President & CTO, ion interactive
Panelists: Franz Aman, SVP Brand & Demand, Informatica; Kristin Hersant, VP
of Marketing, Livefyre; Susan Ganeshan, CMO, Clarabridge
Scott Brinker, President and CTO of ion interactive and founder of chiefmartec.
com, will lead a discussion on the modern marketing technology landscape,
followed by a deep dive into the tech stacks of marketing technologists from
leading B2B companies. The panel will discuss the challenges of building an
integrated marketing tech stack and discuss best practices for connecting
data across silos. Each panelist will also share blueprints of their tech stacks,
explaining how those solutions work together to help execute successful
marketing programs. Don’t miss an inside view into the state-of-the-art
marketing technology and methods driving successful B2B companies.
Scott Brinker
DAY TWO | THURSDAY, APRIL 30TH (cont.)
MARKETING TECHNOLOGY TRACK | ROOM: MICKEY MANTLE
1 - 1:45pm
Increase Marketing Effectiveness and ROI with Big Data
Caleb Whitmore, Founder & CEO, Analytics Pros
Big Data is all the hype, but how does it actually apply to digital marketing?
In this session, Caleb Whitmore will discuss how to leverage massive
datasets for marketing optimization. Using the latest in digital analytics,
programmatic media buying, and audience-based analysis, companies
can achieve much higher marketing effectiveness and ROI while building
stronger engagement with prospective customers. Specific topics covered
will include real-world examples of using rich segmentation to drive
audience-based marketing and re-engagement campaigns, multi-touch
attribution analysis, and user-centric cross-device reporting.
2 - 2:45pm
Building the Business Case for B2B Personalization
Jessica Collier & Cori Kaylor, Web Strategists, Citrix Systems
Personalizing your website for key audiences may seem like a daunting
task, but given the importance of it as a marketing vehicle, you can’t afford
not to. So how can you quickly and easily leverage your website to provide
more relevant and targeted content, delivering personalized experiences
that delight customers and move buyers through their journey? Jessica
Collier and Cori Kaylor, Web Strategists from Citrix Systems, will walk you
through how they built the business case for personalization by identifying
key audiences and areas of opportunity and piloting personalization
through the integration of Demandbase, Optimizely and Google Analytics
Premium. Then, they will outline how their testing approach and results are
being incorporated into the broader website strategy at Citrix Systems.
4 - 5pm
Cori Kaylor
Jessica Collier
KEYNOTE & CLOSING | STADIUM
Ace Awards
Announcing the 2015 winners for B2B Digital Marketing Excellence, B2B
Account-Based Marketing Excellence, and B2B Advertising Excellence.
Steve Young
Pro Football Hall of Fame Quarterback & ESPN Analyst
5 - 7pm
Caleb Whitmore
CLOSING RECEPTION | ALL-STAR LOUNGE & PATIO
Enjoy closing out the conference in style, featuring San Francisco
neighborhood cocktails and cuisine.
GENERAL CONFERENCE CLOSE
Agenda is subject to change.
Steve Young
THANKS TO OUR SPONSORS
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April 29 – 30, 2015 | AT&T Park, San Francisco, CA
MarketingInnovationSummit.com