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: • • • • • 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 Media Partner: April 29 – 30, 2015 | AT&T Park, San Francisco, CA MarketingInnovationSummit.com
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