1. business and industrial
2. advertising and marketing
3. marketing

MONDAY MARCH 30
1:00-7:00 PM
Event registration
TUESDAY MARCH 31
TIME
SESSION INFORMATION
7:30AM– 5:00PM
Event registration
7:30-8:30 AM
Continuing Education Breakfast
Eloqua Basics- Part 1
SESSION
Leigh Oxley and Kristen Hee, Oracle Marketing Cloud
8:30-11:30AM
This three-hour session explains the basics of creating and managing contacts and emails
within Eloqua and provides detailed demonstrations as well as time for Q&A.
Session Objectives:
•
Define contacts and describe how to manage them
•
Use Eloqua to manage contacts
•
Identify how to create, organize, send, and track emails
•
Use Eloqua to create and manage emails
• List and describe the five most used processing steps
Eloqua: Revenue Performance Management: Intro to Best Practices
Continuing
Ed Sessions
Michael Kirsner and Jeff Yee, Oracle Marketing Cloud
8:30-11:30AM
Revenue Performance Management is the business strategy focused on measuring all
interactions across the buying cycle to enable rapid, predictable revenue growth.
Session Objectives:
•
Describe benefits of Revenue Performance Management
•
List tools for applying the strategy of RPM to your business
•
Apply best practice concepts in workshop setting and discussion
Eloqua Effective Marketing with Custom Objects
Continuing
Ed Sessions
Chris Dias and Jenna Loos, Oracle Marketing Cloud
8:30-11:30AM
This session demonstrates the power of Custom Objects to collect data, personalize
marketing efforts, and share this data with Sales. Several marketing scenarios are shared
to show possible use cases for Custom Objects and detailed instructor demonstrations
highlight how to set up and manage Custom Objects and how to integrate your Custom
Object data with your CRM.
Session Objectives:
•
Identify the benefits and limitations of Custom Objects as an Eloqua data
entity
•
Gather data in Custom Objects manually as well as using uploads and form
submissions
•
Integrate the Custom Object data using an External Call and Program Builder
Eloqua: Blind Form Submits
Continuing
Ed Sessions
Natasha Alves and Jaclyn Regan, Oracle Marketing Cloud
8:30-11:30AM
Learn how to create blind form submit links within emails to bypass the use of traditional
forms on landing pages. This provides detailed instructor demonstrations of how to
create forms, add processing steps, and build blind form submit links. Use this
knowledge to create a better user experience and help increase your conversion rates.
Session Objectives:
•
Learn about use cases best suited for blind form submit links
•
Create a form with processing steps & add more steps to an existing form
•
Build a blind form submit link
Continuing
Ed Sessions
TUESDAY MARCH 31
TIME
SESSION INFORMATION
Eloqua: Template and Asset Management
SESSIONS
Adrienne Albregts and Alex Matheson, Oracle Marketing Cloud
8:30-11:30AM
Develop tools to organize your Eloqua structure, streamline asset creation, and take back
control of your time.
Continuing
Ed Sessions
Session Objectives:
•
Create more useful naming conventions and folder structures
•
Generate brand consistency with templates
•
Develop invaluable, sharable resources
Responsys: Program Basics (BYOL)
Denise Schliesman, Oracle Marketing Cloud
This session provides basic skills to create a dialogue-driven, multi-channel, multi-stage
marketing messaging program
8:30-11:30AM
Session Objectives:
•
Review cross-channel campaign key elements: List/PET data for targeting and
personalization, email and SMS campaigns
•
Identify the functionality available through Program events, activities and
switches
•
Design and build an automated program incorporating cross-channel activities
•
Validate, proof and publish a program
•
Modify and republish a program
Continuing
Ed Sessions
BYOL: Bring Your Own Laptop
Responsys: SMS Strategies (BYOL)
Rafael Rodriguez, Oracle Marketing Cloud
Learn how to build mobile campaigns with the Responsys mobile SMS Campaign builder
and deploy them with Program.
8:30-11:30AM
Session Objectives:
•
Check your knowledge of basic SMS terminology and compliance
requirements
•
Learn how to set up and manage Interact SMS
•
Create mobile SMS campaigns
•
Deploy and analyze SMS campaigns with Program
•
Schedule and launch text response or broadcast SMS campaigns
•
Apply testing strategies to programs
•
Run and interpret Insight reports
Continuing
Ed Sessions
BYOL: Bring Your Own Laptop
2
TUESDAY MARCH 31
TIME
SESSIONS INFORMATION
Responsys: Responsive Design Development Workshop (BYOL)
SESSIONS
Sarah Blanchard, Oracle Marketing Cloud
8:30-11:30AM
In this hands-on workshop, you’ll learn how to use the latest responsive design
techniques to ensure your email content looks great across devices. Topics include media
queries, image slicing, and responsive code best practices.
Continuing
Ed Sessions
BYOL: Bring Your Own Laptop. Experience with HTML email coding is recommended.
Oracle Data Management Platform: An Introduction to Oracle DMP
Greg Russell and Molly Parr, Oracle Marketing Cloud
8:30-11:30AM
The Oracle Data Management Platform is ‘Big Data for Marketing’, and allows modern
marketers to unify data from multiple sources in order to target the right audience with
the right message on the right platform. Additionally, the Oracle DMP provides
marketers with direct access to the world’s largest 3rd party data marketplace, the Oracle
Audience Data Marketplace and the tools necessary to activate that data, the Oracle
Audience Analytics Suite. Additionally, in 2015 the Oracle DMP will integrate with other
Oracle Marketing Cloud products, beginning with Eloqua and Responsys, enhancing the
functionality of each individual product.
Continuing
Ed Sessions
Session Objectives:
•
Learn what data management platforms are
•
Explore the applications and strengths of the Oracle DMP for modern
marketers
•
Demonstrate basic tasks in the platform, like audience segmentation and
discovery
•
Discuss integration of the Oracle DMP with Eloqua and Responsys
• Hear authentic use-cases that highlight successful practices
Community Strategy: Leveraging the Topliners Community
Adrian Chang, Oracle Marketing Cloud
8:45-9:45AM
The Oracle Marketing Cloud has a vibrant community - Topliners.com. It started as the
Eloqua user community and has expanded to encompass all of the Oracle Marketing
Cloud. This community serves as a meeting place for customers to discuss questions and
share thought leadership and it is a great way for prospects to have a window into life
within the Oracle Marketing Cloud.
Continuing
Ed Sessions
Session Objectives:
•
Highlight how the community supports increased customer satisfaction and
platform adoption
•
Explore how gamification has increased community involvement
•
View the path from initial community implementation to successful expansion
3
TUESDAY MARCH 31
TIME
SESSIONS INFORMATION
SESSIONS
Eloqua Sales Tools: Roll out and Adoption Best Practices
Marilyn Cox, Oracle Marketing Cloud
8:45-9:45AM
We all know that marketing’s primary objective is to improve the customer experience
and assist in driving revenue, and we do that by supporting our sales efforts. But many
companies struggle to meet the demands of supporting multiple product teams,
corporate communication requirements, numerous sales organizations, and sometimes
even large complex partner and reseller channels. Marketers must become agile as well
as proactive in the support, education, and enablement of the sales organization.
Continuing
Ed Sessions
Session Objectives:
•
Work together, sell together. Learn to align with your sales organization in the
development of form, content, and analytic strategies.
•
Start with the best. Leverage available tools to deliver the knowledge and
support needed to enable your sales organization.
•
Training requires repetition. Understand how to reinforce best practices
without overextending.
Oracle Content Marketing Platform: Best Practices to Build a Durable Program
Melanie Cummings, Oracle Marketing Cloud
8:45-9:45AM
Implementing a content marketing program is about much more than writing great
content and publishing it across channels. Effective content marketing requires strategic
planning activities before any production begins.
Session Objectives:
•
Learn best practices and helpful tips for strategically balancing the need to plan
and organize your content efforts with launching and maintaining an engaging
content marketing program.
•
See highlights from successful Oracle Content Marketing customers and learn
how to translate these learnings to your marketing strategy.
Continuing
Ed Sessions
Eloqua: Canada Anti-Spam Law (CASL) Implementation
Vladimir Lemez, Oracle Marketing Cloud
8:45-9:45AM
This session provides an overview of CASL and legal requirements for customers. In
order for CASL to work properly and capture information you need to build a
foundational structure in the Eloqua backend that will capture information properly and
as well distribute it across other platforms (Salesforce, CRM Systems, etc.).
Session Objectives:
•
Showcase different creative ways in Eloqua to capture CASL consent – these
ways touch upon many different factors: Blind Form Submits, Progressive
Profile, Dynamic Content, Subscription Centers, etc.
•
Highlight real life examples of successful CASL implementations.
•
Discuss CASL management post implementation
Continuing
Ed Sessions
Responsys: Creative: Cross-channel Creative Strategies
8:45-9:45AM
Wacarra Yeoman, Oracle Marketing Cloud
Join us for a session where you will see customer creative innovations that support crosschannel marketing orchestration.
Continuing
Ed Sessions
4
TUESDAY MARCH 31
TIME
SESSION INFORMATION
Responsys: App Marketing Strategies with Push
8:45-9:45AM
Dan Burcaw, Oracle Marketing Cloud
Learn about this emerging channel, and how customers are using Push campaigns to
effectively message customers who want to hear from them.
SESSIONS
Continuing
Ed Sessions
Responsys: New Features Overview
8:45-9:45AM
Sundeep Parsa, Oracle Marketing Cloud
Walkthrough of the product functionality, including features that will support better
profile and content management and distributed marketing strategies.
Continuing
Ed Sessions
B2B Strategy: Engage them where they live: Providing a Consistent, Multi-Channel
Experience
Mili Patel and Melissa McConnell, Oracle Marketing Cloud
8:45-9:45AM
Your potential customers could be anywhere. As you design campaigns to target them, it
is critical that you present your audience with a consistent message and brand across all
points of engagement, including social networks, email, events, websites and more.
Continuing
Ed Sessions
Session Objectives:
•
Explore the concept of multi-channel campaigns.
•
Understand the importance of documenting your campaign goals, target
audience and key messages.
•
Identify the appropriate channels through which to reach your audience.
Eloqua: Developing a Mobile Strategy
Imran Syed, Oracle Marketing Cloud
10:15-11:15AM
Today 51% of email opens occur on mobile yet as marketers we predominately focus on
desktop and webmail audiences. This session will explore and share some insights that
we’ve seen in the industry and speak to how Oracle Eloqua can help you start to develop
a mobile strategy.
Continuing
Ed Sessions
Session Objectives:
•
Understanding the industry
•
How devices affect rendering. Mobile version vs. mobile optimized.
•
The must haves of mobile emails
•
Designing for mobile
Best Practice: Demystifying Deliverability
Kevin Senne and Pradeep Mangalapalli, Oracle Marketing Cloud
10:15-11:15AM
Come learn about the end-to-end process in building and launching successful email
campaigns: This session explores how technical, creative, marketing, and analytics all
play an important role in Deliverability success.
Continuing
Ed Sessions
5
TUESDAY MARCH 31
TIME
SESSIONS INFORMATION
SESSION
Best Practice: Modern Marketing Maturity Assessment Model for B2C
Ann Roskey, Oracle Marketing Cloud
10:15-11:15AM
Explore the path to intelligent marketing orchestration by understanding where you fall
on the Modern Marketing Maturity Model. A step-by-step walk through the model
enables you to assess your current state, establish development priorities and create a
road map for accelerated growth. Understand how people, process and technology
impact your initiative and create a clear path of action that ensures success.
Continuing
Ed Sessions
Session Objectives:
•
Examine the Maturity Model
•
Determine your company’s maturity in the five tenets of modern marketing
•
Choose your priority and start to map next steps to achieve this goal
Responsys: Travel and Hospitality Use Case Highlights
10:15-11:15AM
Ted Wham and Ryan Hofmann, Oracle Marketing Cloud
Description: Travel and Hospitality use case highlights.
Continuing
Ed Sessions
Oracle Social Relationship Manager Platform: Best Practices and Technology
Gina Marcon, Oracle
10:15-11:15AM
This session is designed for modern marketers who understand the demand for a fully
integrated, personalized customer experience across all channels, including social media.
This class outlines the key elements of Social Marketing using the Oracle Platform to
listen, convert, and engage your best advocates who spend more and drive a greater
lifetime value.
Session Objectives:
•
Identify social trends and opportunities through listening to your audience,
advocates and competitors
•
Examine a method to promote a campaign across multiple social channels
simultaneously via SCAPP integration
•
Measure a campaign in social channels via Social ID and Dynamic Link
Tracking integrations
•
Create a cost effective, hyper-targeted paid media campaign in Facebook via
Custom Audience Integration
Continuing
Ed Sessions
6
TUESDAY MARCH 31
TIME
SESSION INFORMATION
SESSION
Eloqua: Eloqua+: Simple Strategies to Maximize
Mike Macfarlane, Oracle Marketing Cloud
10:15-11:15AM
11:30-12:30PM
Explore simple things you can add to your campaigns and Eloqua workflows to get the
most out of your investment and not break the bank. With over 8 years experience using
Eloqua, Mike MacFarlane can show you new ways to use existing platform functionality
to breathe new life into your use of Eloqua.
Session Objectives:
•
Discuss new ways to leverage existing cloud connectors and components
within your campaigns
•
Showcase under-used functionality
•
Highlight enhancements to your CRM integration to enable your sales team
with more data
•
Create and modify reports for deeper insight into your campaign performance
and database health
Continuing
Ed Sessions
Networking Lunch
Eloqua Basics Part 2
Leigh Oxley and Kristen Hee, Oracle Marketing Cloud
12:30-3:30PM
This three-hour session explains the basics of creating and managing forms, landing
pages, and campaigns within Eloqua and provides detailed demonstrations in the
platform. Participants may, but are not required to, attend the complementary session
Eloqua: Basics - Part 1 offered in the morning.
Session Objectives:
•
Create a form
•
Create a landing page
•
Configure a campaign
•
Differentiate between the wait, step, and evaluation period
•
Activate a campaign
•
Configure campaign settings
Eloqua Effective Marketing with Custom Objects
Continuing
Ed Sessions
Chris Dias and Jenna Loos, Oracle Marketing Cloud
12:30-3:30PM
This session demonstrates the power of Custom Objects to collect data, personalize
marketing efforts, and share this data with Sales. Several marketing scenarios are shared
to show possible use cases for Custom Objects and detailed instructor demonstrations
highlight how to set up and manage Custom Objects and how to integrate your Custom
Object data with your CRM.
Continuing
Ed Sessions
Session Objectives:
•
Identify the benefits and limitations of Custom Objects as an Eloqua data
entity
•
Gather data in Custom Objects manually as well as using uploads and form
submissions
•
Integrate the Custom Object data using an External Call and Program Builder
7
TUESDAY MARCH 31
TIME
SESSION INFORMATION
SESSION
Eloqua: Blind Form Submits
Natasha Alves and Jaclyn Regan, Oracle Marketing Cloud
12:30-3:30PM
Learn how to create blind form submit links within emails to bypass the use of traditional
forms on landing pages. This provides detailed instructor demonstrations of how to
create forms, add processing steps, and build blind form submit links. Use this
knowledge to create a better user experience and help increase your conversion rates.
Continuing
Ed Sessions
Session Objectives:
•
Learn about use cases best suited for blind form submit links
•
Create a form with processing steps and add more steps to an existing form
•
Build a blind form submit link
Eloqua: Template and Asset Management
Adrienne Albregts and Alex Matheson, Oracle Marketing Cloud
12:30-3:30PM
Develop tools to organize your Eloqua structure, streamline asset creation, and take back
control of your time.
Session Objectives:
•
Create more useful naming conventions and folder structures
•
Generate brand consistency with templates
•
Develop invaluable, sharable resources
Continuing
Ed Sessions
Responsys: Advanced Program (BYOL)
Rafael Rodriguez, Oracle Marketing Cloud
This session covers advanced techniques best practices and testing applications using
Program.
12:30-3:30PM
Session Objectives:
•
Use data features such as entry tracking variables and data switches to support
decision processing
•
Design programs incorporating automated and manual performance testing
and switching based on content, cadence or participant behavioral responses
•
Use reports to evaluate program branch performance
Continuing
Ed Sessions
BYOL: Bring Your Own Laptop
Responsys: Push Strategies (BYOL)
Denise Schliesmann, Oracle Marketing Cloud
Learn how to build to implement Push marketing programs to reach anonymous and
known customers.
12:30-3:30PM
Session Objectives:
•
Learn about Push marketing basics and benefits
•
Discuss Push use cases and examples
•
Learn how to setup your account and data sources to support
•
Build a Push campaign
•
Deploy a program with the Push channel
Continuing
Ed Sessions
BYOL: Bring Your Own Laptop
8
TUESDAY MARCH 31
TIME
SESSION INFORMATION
TIME
Best Practice: Deliverability 101
Justin Crivelli, Simon Lewis, Justine Dungo, Oracle Marketing Cloud
Get up to date guidelines and guidance on deliverability best practices from our
Deliverability team to assure that your messages are getting to your clients’ inboxes.
Session Objectives:
12:30-3:30PM
•
•
•
•
•
•
Bounce and Complaint Thresholds
Understanding Spam Traps and Blacklists
ISP Profiles
Understanding the difference between Transactional & Promotional
Whitelisting & FBLs
Importance of engagement segmentation and re-permission programs for list
hygiene
Continuing
Ed Sessions
BYOL: Bring Your Own Laptop
Oracle Data Management Platform: An Introduction to Oracle DMP
Greg Russell and Molly Parr, Oracle Marketing Cloud
12:30-3:30PM
The Oracle Data Management Platform is ‘Big Data for Marketing’, and allows modern
marketers to unify data from multiple sources in order to target the right audience with
the right message on the right platform. Additionally, the Oracle DMP provides
marketers with direct access to the world’s largest 3rd party data marketplace, the Oracle
Audience Data Marketplace and the tools necessary to activate that data, the Oracle
Audience Analytics Suite. Additionally, in 2015 the Oracle DMP will integrate with other
Oracle Marketing Cloud products, beginning with Eloqua and Responsys, enhancing the
functionality of each individual product.
Continuing
Ed Sessions
Session Objectives:
•
Learn what data management platforms are
•
Explore the applications and strengths of the Oracle DMP for modern
marketers
•
Demonstrate basic tasks in the platform, like audience segmentation and
discovery
•
Discuss integration of the Oracle DMP with Eloqua and Responsys
• Hear authentic use-cases that highlight successful practices
Eloqua: Revenue Performance Management: Intro to Best Practices
Michael Kirsner and Jeff Yee, Oracle Marketing Cloud
12:30-3:30PM
Revenue Performance Management is the business strategy focused on measuring all
interactions across the buying cycle to enable rapid, predictable revenue growth.
Session Objectives:
•
Describe benefits of Revenue Performance Management
•
List tools for applying the strategy of RPM to your business
•
Apply best practice concepts in workshop setting and discussion
Continuing
Ed Sessions
9
TUESDAY MARCH 31
TIME
SESSION INFORMATION
Responsys: New Features Overview
SESSIONS
12:45-1:45PM
Continuing
Ed Sessions
Sundeep Parsa, Oracle Marketing Cloud
Walkthrough of the product functionality, including features that will support better
profile and content management and distributed marketing strategies.
Community Strategy: Leveraging the Topliners Community
Adrian Chang, Oracle Marketing Cloud
12:45-1:45PM
The Oracle Marketing Cloud has a vibrant community - Topliners.com. It started as the
Eloqua user community and has expanded to encompass all of the Oracle Marketing
Cloud. This community serves as a meeting place for customers to discuss questions and
share thought leadership and it is a great way for prospects to have a window into life
within the Oracle Marketing Cloud.
Continuing
Ed Sessions
Session Objectives:
•
Highlight how the community supports increased customer satisfaction and
platform adoption
•
Explore how gamification has increased community involvement
•
View the path from initial community implementation to successful expansion
Eloqua Sales Tools: Roll out and Adoption Best Practices
Marilyn Cox, Oracle Marketing Cloud
12:45-1:45PM
We all know that marketing’s primary objective is to improve the customer experience
and assist in driving revenue, and we do that by supporting our sales efforts. But many
companies struggle to meet the demands of supporting multiple product teams,
corporate communication requirements, numerous sales organizations, and sometimes
even large complex partner and reseller channels. Marketers must become agile as well
as proactive in the support, education, and enablement of the sales organization.
Continuing
Ed Sessions
Session Objectives:
•
Work together, sell together. Learn to align with your sales organization in the
development of form, content, and analytic strategies.
•
Start with the best. Leverage available tools to deliver the knowledge and
support needed to enable your sales organization.
•
Training requires repetition. Understand how to reinforce best practices
without overextending.
Oracle Content Marketing Platform: Best Practices to Build a Durable Program
Melanie Cummings, Oracle Marketing Cloud
12:45-1:45PM
Implementing a content marketing program is about much more than writing great
content and publishing it across channels. Effective content marketing requires strategic
planning activities before any production begins.
Session Objectives:
•
Learn best practices and helpful tips for strategically balancing the need to plan
and organize your content efforts with launching and maintaining an engaging
content marketing program.
•
See highlights from successful Oracle Content Marketing customers and learn
how to translate these learnings to your marketing strategy.
Continuing
Ed Sessions
10
TUESDAY MARCH 31
TIME
SESSION INFORMATION
SESSIONS
Eloqua: Canada Anti-Spam Law (CASL) Implementation
Vladimir Lemez, Oracle Marketing Cloud
12:45-1:45PM
This session provides an overview of CASL and legal requirements for customers. In
order for CASL to work properly and capture information you need to build a
foundational structure in the Eloqua backend that will capture information properly and
as well distribute it across other platforms (Salesforce, CRM Systems, etc.).
Session Objectives:
•
Showcase different creative ways in Eloqua to capture CASL consent – these
ways touch upon many different factors: Blind Form Submits, Progressive
Profile, Dynamic Content, Subscription Centers, etc.
•
Highlight real life examples of successful CASL implementations.
•
Discuss CASL management post implementation
Responsys: Creative: Cross-channel Creative Strategies
Wacarra Yeomans, Oracle Marketing Cloud
12:45-1:45PM
Join us for a session where you will see customer creative innovations that support crosschannel marketing orchestration.
Responsys: App Marketing Strategies with Push
Dan Burcaw, Oracle Marketing Cloud
12:45-1:45PM
Learn about this emerging channel, and how customers are using Push campaigns to
effectively message customers who want to hear from them.
Continuing
Ed Sessions
Continuing
Ed Sessions
Continuing
Ed Sessions
Eloqua: Eloqua+: Simple Strategies to Maximize
Mike Macfarlane, Oracle Marketing Cloud
2:15-3:15PM
Explore simple things you can add to your campaigns and Eloqua workflows to get the
most out of your investment and not break the bank. With over 8 years experience using
Eloqua, Mike MacFarlane can show you new ways to use existing platform functionality
to breathe new life into your use of Eloqua.
Session Objectives:
•
Discuss new ways to leverage existing cloud connectors and components
within your campaigns
•
Showcase under-used functionality
•
Highlight enhancements to your CRM integration to enable your sales team
with more data
•
Create and modify reports for deeper insight into your campaign performance
and database health
Continuing
Ed Sessions
11
TUESDAY MARCH 31
TIME
SESSION INFORMATION
SESSIONS
Oracle Social Relationship Manager Platform: Best Practices and Technology
Gina Marcon, Oracle
2:15-3:15PM
This session is designed for modern marketers who understand the demand for a fully
integrated, personalized customer experience across all channels, including social media.
This class outlines the key elements of Social Marketing using the Oracle Platform to
listen, convert, and engage your best advocates who spend more and drive a greater
lifetime value.
Session Objectives:
•
Identify social trends and opportunities through listening to your audience,
advocates and competitors
•
Examine a method to promote a campaign across multiple social channels
simultaneously via SCAPP integration
•
Measure a campaign in social channels via Social ID and Dynamic Link
Tracking integrations
•
Create a cost effective, hyper-targeted paid media campaign in Facebook via
Custom Audience Integration
Continuing
Ed Sessions
B2B Strategy: Engage them where they live: Providing a Consistent, Multi-Channel
Experience
Mili Patel and Melissa McConnell, Oracle Marketing Cloud
2:15-3:15PM
Your potential customers could be anywhere. As you design campaigns to target them, it
is critical that you present your audience with a consistent message and brand across all
points of engagement, including social networks, email, events, websites and more.
Continuing
Ed Sessions
Session Objectives:
•
Explore the concept of multi-channel campaigns.
•
Understand the importance of documenting your campaign goals, target
audience and key messages.
•
Identify the appropriate channels through which to reach your audience.
Eloqua: Developing a Mobile Strategy
Imran Syed, Oracle Marketing Cloud
2:15-3:15PM
Today 51% of email opens occur on mobile yet as marketers we predominately focus on
desktop and webmail audiences. This session will explore and share some insights that
we’ve seen in the industry and speak to how Oracle Eloqua can help you start to develop
a mobile strategy.
Continuing
Ed Sessions
Session Objectives:
•
Understanding the industry
•
How devices affect rendering. Mobile version vs. mobile optimized.
•
The must haves of mobile emails
•
Designing for mobile
12
TUESDAY MARCH 31
TIME
SESSION INFORMATION
SESSIONS
Best Practice: Demystifying Deliverability
2:15-3:15PM
Kevin Senne and Pradeep Mangalapalli, Oracle Marketing Cloud
The end-to-end process in building and launching successful email campaigns: how
technical, creative, marketing, and analytics all play an important role in Deliverability
success.
Continuing
Ed Sessions
Best Practice: Modern Marketing Maturity Assessment Model for B2C
Ann Roskey, Oracle Marketing Cloud
2:15-3:15PM
2:15-3:15PM
Explore the path to intelligent marketing orchestration by understanding where you fall
on the Modern Marketing Maturity Model. A step-by-step walk through the model
enables you to assess your current state, establish development priorities and create a
road map for accelerated growth. Understand how people, process and technology
impact your initiative and create a clear path of action that ensures success.
Session Objectives:
•
Examine the Maturity Model
•
Determine your company’s maturity in the five tenets of modern marketing
•
Choose your priority and start to map next steps to achieve this goal
Responsys: Travel and Hospitality Use Case Highlights
Ted Wham and Ryan Hofmann, Oracle Marketing Cloud
Description: Travel and Hospitality use case highlights.
3:30-5:00PM
Modern Customer Experience 2015 Opening Keynotes
5:00-5:30PM
Break
5:30-7:00PM
7:00-8:00PM
Continuing
Ed Sessions
Continuing
Ed Sessions
Modern Marketing Experience 2015 Opening Keynotes
Kevin Akeroyd, SVP, Oracle Marketing Cloud
Welcome Reception sponsored by Relationship One
OMC Academy Masters Reception
8:00PM
Oracle Marketing Cloud Academy invites ALL Responsys and Eloqua Masters and Luminaries to join us
for our annual gathering at Modern Marketing Experience. We are hosting a business casual cocktail
reception following the Welcome Reception on the evening of Tuesday, March 31.
13
WEDNESDAY APRIL 1
TIME
SESSION INFORMATION
SESSIONS
7:30-8:30AM
8:30-8:45AM
8:45-10:00AM
Networking Breakfast
Opening Remarks
Oracle Marketing Cloud Product Keynote
John Stetic, GVP, Product Development and Steve Krause, GVP, Product Management, Oracle
10:00-10:30AM
How Mintigo, the Leading Predictive Marketing Platform for Enterprise, “Powered Up” Seagate’s
Marketing Machine
Dr.Jacob Shama, CEO and Co-Founder, Mintigo
10:30-11:15
Is your demand generation machine broken? Are your goals unattainable with current conversion
metrics? Is Sales demanding more leads and better leads? Is your budget shrinking but your goals are
growing? If this sounds like you, don’t miss learning how Mintigo fixed Seagate’s demand gen machine
and made the unattainable goal, attainable.
Networking and refreshment in the Partner Showcase
The 3 Ways to Make Everyone—Including Your Reps!—Love Your Lead Scoring
Alex Krawchick, Director of Demand & Technology Marketing, HireVue
11:15-12:00PM
Traditional “1.0” lead scoring leaves a lot to be desired: it’s way too subjective, opaque,
and lacking any true mathematical rigor.
Learn how HireVue is taking their lead scoring to 2.0 by infusing their funnel with some
serious awesomesauce, including: adding a brand-new dimension to lead scoring,
visualizing and comparing ead scores with auto-charting, and eliminating time-sucking
tasks—all empowered by predictive analytics. Warning: This session may help you
increase your conversions—and improve your relationship with Sales—by more than
100%.
Gold
Sponsor
Digital Design
Gold
Sponsor
11:15-12:00PM
Analytics
Gold
Sponsor
11:15-12:00PM
Life Sciences
Gold
Sponsor
11:15-12:00PM
Manufacturing
Gold
Sponsor
11:15-12:00PM
Retail
Gold
Sponsor
11:15-12:00PM
Marketing
Gold
Sponsor
11:15-12:00PM
Technology
Gold
Sponsor
11:15-12:00PM
14
WEDNESDAY APRIL 1
TIME
SESSION INFORMATION
SESSIONS
Make Your Vegas Demand Gen Winnings Last All Year
Seth Lieberman, CEO/Founder, SnapApp
11:15-11:35AM
If you’ve ever won big at a casino, you might know the feeling of elation and invincibility
of a sudden windfall. But that feeling subsides quickly – and you’re ready to get back to
the casino to try again. The same is true for demand gen marketing – you produce an
amazing piece of content, but within a few months the honeymoon period is over. That
stellar piece of content isn’t generating as many leads as it once did. Learn from two
experts how you can beat Vegas and extend the life of big content ideas and campaigns,
turning them into winnings all year long! Find out in this session, where you’ll learn:
Strategies for generating great ideas for marketing campaigns year round, How to extend
your current marketing campaigns, How to create more opportunities to engage your
audience.
4Thought Session
11:40-12:00PM
Gold
AppCloud
Sponsor
Session
Gold
AppCloud
Sponsor
Session
How to Create a Pipeline Building Machine with Webinar and Video Marketing
Tom Kahana, Sr. Director, Marketing Operations, Limelight Networks and Kaitlin Stitch,
Sr. Marketing Manager, BrightTALK
11:15-11:35AM
Three things are true about the state of modern marketing. First, content is the
mechanism that is driving prospects through the sales funnel. Second, it’s never been
more challenging to create enough quality content to fill nurturing programs. And third,
delivering that content at the right time and to the right person is both an art and science
that only truly modern marketers understand. Webinars and videos offer a proven,
scalable strategy for identifying a target audience that is self-educating on pressing
business objectives. And, when webinars and videos are created for every stage of the
sales funnel the result can be an accelerated buying cycle. Join Tom Kahana from
Limelight Networks and Kaitlin Stich from BrightTALK to learn how a fully invested,
global shop achieved 101% growth in pipeline contribution from their webinar
engagement programs.
At this session you will learn how to:
•
Develop webinar content strategies to bring prospects down the funnel
efficiently
•
Automate webinar production and distribution to scale programs quickly
•
Connect webinar and marketing automation platforms for fast lead scoring
and sales delivery
Gold
AppCloud
Sponsor
Session
15
WEDNESDAY APRIL 1
TIME
SESSION INFORMATION
SESSIONS
Are Events the Black Hole of Marketing? How to Convert More
Attendees into Customers
Brad Kofoed, Vice President of Business Development, Certain
11:40-12:00PM
12:00-1:30PM
The buying process has moved online and companies rely on the ability to measure and
understand their prospects’ digital buying signals. Eloqua/OMC is the platform to
capture digital body language and transform it into actionable marketing intelligence.
But there’s one marketing channel that consumes more than 25% of the marketing
budget and yet often is not tied back to measureable results. Eliminating this “black
hole” is an opportunity for marketers to dramatically illustrate ROI on their overall
marketing investments. In-person events (conferences, tradeshows, roadshows,
seminars) offer rich opportunities for companies to get closer to their prospects and
customers. Throughout the lifecycle of an event, prospects and customers give off all
types of “body language,” from the profile data they submit during the registration
process to the actions they take at the event itself, including the sessions they attend, the
people they meet with, their social engagements inside and outside the event, the exhibits
they visit, and much more. Unfortunately, this data fails to be integrated with the rest of
digital marketing activities and instead falls into a black hole. Because marketers can’t
connect this valuable data to their cross-channel efforts, they fail to gain the actionable
insights that could lead to faster and more meaningful conversion rates. In this session,
Brad Kofoed, Vice President of Business Development for Certain, Inc., will help
marketers understand how to avoid marketing’s black hole. He will present the case for
combining physical data from events with digital body language to create a more
complete picture of prospects and customers.
Networking Lunch
Gold
AppCloud
Sponsor
Session
All Together Now: Leveraging Transactional Messages in Your Customer Life-cycle
Tiffany Beltis, Customer Relationship Marketing of SBG, Intuit and Heather Goff, Senior
Strategic Consultant, Oracle Marketing Cloud
1:30-2:15PM
Focus: B2C
1:30-2:15PM
Focus: B2C
Intuit takes a holistic view of their email program by changing the way they look at
transactional vs. promotional emails. This session will show how the Small Business
Group at Intuit conducted a thorough audit of their transactional email streams and
evaluated them in light of building a more integrated customer experience. See the
methodology that was used to score each message for a better customer experience,
deliverability eco-system realities and risk rankings for pertinent legislation such as the
US CAN-SPAM Act and Canadian Anti-Spam Legislative (CASL).
Reinvent Your Marketing Programs (Moving from Basic to Advanced)
Marc Schweid, Director of Marketing Ecommerce, Orchard Brands
Do your marketing programs need an overhaul? This session will look at how to plan,
execute and manage your organizations shift from basic to advanced marketing
orchestration and sophistication. Learn from a retail industry leader who has led these
transitions and achieved tremendous return and results.
Breakout
Sessions Imagine
Breakout
Sessions Imagine
16
WEDNESDAY APRIL 1
TIME
SESSION INFORMATION
1:30-2:15PM
Focus: B2C and
B2B
1:30-2:15PM
Focus: B2C
1:30-2:15PM
Focus: B2B
1:30-2:15PM
Focus: B2C
SESSIONS
What B2B Marketers Can Learn From B2C Marketers and Vice Versa
Jake Bailey and Will Hamlin, Senior Manager, Global Manager Marketing Operations,
LinkedIn
Jake Bailey & Will Hamlin work at LinkedIn leading the B2C & B2B Campaign
Operations teams and partner as co-leaders of the team. In this session they’ll share how
they partner in running LinkedIn’s modern marketing machine and discuss what they
learn from each other’s teams. While many elements of the Modern Marketers toolkit
differ between B2C & B2B, they’ve been surprised by the similarities, ranging from talent
development in a competitive market to a reliance on data-driven propensity models to a
flexible perspective on channels and they look forward to sharing that with the attendees.
Make a Deeper Connection with Your Customers: How to Leverage Recency,
Behavior and Demographic Data
Tracy Kobzeff, Director, Product Marketing, eHarmony
Learn how eHarmony has harnessed a massive amount of data to create highly-targeted
message streams that speak to customers at every point of their lifecycle: before
registration, during onboarding, while they are actively engaged with the product, and
after their subscription expires.
How to Hit the Content Marketing Jackpot
Jill Jones, General Manager - Fisher Science Education, Thermo Fisher Scientific
Even though it’s happening in Vegas, what you learn at the 2015 Modern Marketing
Experience doesn't have to stay in Vegas. Join this interactive session and take home the
best souvenir in town… ideas you can use to improve your content marketing strategy.
Learn how we took our B2B customers on a content-rich journey from top of funnel
educational content, through mid-funnel nurturing, all the way to end of funnel
engagement jackpot. We will share our tactics for parlaying the content from our
quarterly newsletter into a successful, sustainable cross-channel campaign that has paid
off in spades for our sales organization.
Moving From Campaigns to Customers: Shifting From Batch And Blast To
Marketing Orchestration
Leader: Howie Konopko, Sr. Strategic Consultant, Oracle Marketing Cloud
Panel: Meredith Bazzell, Marketing Manager/Emily Vollman, Marketing
Communications Manager/Michael Whiteford, Graphic Designer, Kirkland’s and Brian
Champion, Sr Account Manager, Oracle Marketing Cloud
Hear how Kirkland’s worked closely with Oracle Marketing Cloud to shift
communications from batch and blast to marketing orchestration. Learn from
individuals across both organizations spanning from creative to strategy to marketing
execution to hear about this vision became a reality. This session will cover the roadmap
creation, internal buy-in process, the importance of early wins, lessons learned from the
execution process and best practices to establish customer centric marketing in your
organization.
Breakout
Sessions Imagine
Breakout
Sessions Transform
Breakout
Sessions Transform
Breakout
Sessions Transform
17
WEDNESDAY APRIL 1
TIME
1:30-2:15PM
Focus: Data
1:30-2:15PM
Focus: Data
1:30-2:15PM
Focus: B2B
1:30-2:15PM
Focus: B2B
SESSION INFORMATION
Verizon Smart Rewards- Reducing Churn and Increasing Customer Value with a Data
Driven Loyalty Program
Paula Vernon, Verizon Rewards - CRM Marketing Manager, Verizon Wireless and Brian
Knollenberg, Sr Director, Strategic Services, OMC
Lack of differentiation in telecom industry resulting in a “me too” customer malaise
among customers and prospects. Increasing churn and decreasing loyalty impacting
revenue and customer retention led to Verizon creating the industry’s first loyalty
program. Using a combination of omni channel messaging, targeted points opportunities
and a customized lifecycle and trigger communications plan – Verizon has been able to
enroll and engage millions of customers.
Prospecting through Real-Time Display Advertising using Oracle Eloqua and the
Oracle Data Management Platform (BlueKai)
Craig Wright and Taha Sheikh, Oracle
Learn how Oracle is delivering true cross-channel B to B marketing success through the
integration of our leading B to B cross-channel platform with our global data management
platform. We will discuss how our integration works, how B to B marketers can achieve
prospecting, segmentation, targeting and conversion success with integrated owned and
paid data activation using our own Oracle DMP.
Giving Your Prospects the Content They Need When They Need It
Michael McKinnon, Director of Marketing Operations, ReadyTalk
Lead scoring programs often fall short, because they simply count things such as clicked
links, opened e-mails, and web page visits. They seldom take into account what is being
viewed. The key is to understand the content a prospect will engage with at each stage of
the funnel. By understanding the purpose of each piece, you can build out lead scoring
that captures the prospect at the right time. This session teaches you how to:
•
Understand your content in terms of problem/solution scenarios your prospect
may be seeking to deal with
•
Break your content down into buyer phases so you understand when your
prospect is “sales-ready”
•
Structure the Oracle Eloqua platform in an efficient and scalable manner with
cloud components and a program builder
What is the Buzz About the Demand Center: Is it Right for My Organization?
Cristian Tarazona, Director of Marketing-Demand Generation, Equifax Information
SESSIONS
Breakout
Sessions Transform
Breakout
Sessions Implement
Breakout
Sessions Implement
Breakout
Sessions Implement
Marketing Transformation: Implementing Eloqua at an Enterprise Company
Alp Mimaroglu, Senior Marketing Automation & Demand Generation, Symantec
1:30-2:15PM
Focus: B2B
Implementing Eloqua in a large enterprise company like Symantec to replace Marketo and
over 10 other legacy marketing automation systems brings complex challenges. Eloqua is
very powerful gateway into marketing with Preference Center, Program Builder, Insight
Reporting, Lead Scoring, Advanced Form Processing, Multi-Channel Nurturing and
seamless integration between other applications. Using these Eloqua Tools with a proper
strategy and planning will lead to a marketing transfomation. Join to learn about how
Eloqua is leveraged to solve complex challenges and is used to create a marketing
transformation for Symantec.
Breakout
Sessions Implement
18
WEDNESDAY APRIL 1
TIME
SESSION INFORMATION
The CMO Solution Guide to Leveraging New Technologies and Marketing Platforms
CMO Club
1:30-2:15PM
1:30-2:15PM
Focus: Content
1:30-2:15PM
Focus: B2B and
B2C
1:30-2:15PM
Focus: B2B
Heads of Marketing come together to help solve for one of today’s toughest CMO
challenges - how to grapple with new technology and marketing platforms in their quest
for delivering a seamless, positive customer experience across all channels. A critical
resource for CMO’s who are evaluating the landscape with specific recommendations for
how to accelerate their progress and optimize their efforts.
Doubling Down on Nurturing Programs: A Two-Phased Approach to Sustained
Success.
Byron O’Dell, Senior Director, Demand Management, IHS
How IHS launched a two-phased lead nurturing program strategy to support long term
engagement while also driving short term sales opportunities.
Building on the success of a previous year’s “Getting off the Batch-and-Blast Treadmill”
Eloqua session, attendees will learn how IHS is now supporting a two-phase nurture
strategy.
Beyond the Inbox. Using Data Management as a Strategy to Grow and Manage the
Ever Complex Opt-in World of Customer Marketing, Starting with Lookalikes
Molly Parr and Rebecca Kaykas-Wolff, Oracle
Learn why Oracle is investing in cross-channel data management and optimization
solutions and how our solution applies to our specific Responsys and Eloqua customer
base - and how you can apply new technology enhancements like Oracle Data
Management Platform's new Lookalikes offering to expand your acquisition strategy and
take advantage of extending your communication footprint through display advertising
and beyond. This in intended to be a primer on cross-channel activation and a guide to
getting started with our Lookalikes capability for segmentation refinement, list growth and
display advertising activation
How Digital Performance Powers Data Driven Marketing Success!
Mark Plant, Director Marketing Operations, Micro Focus
SESSIONS
Breakout
Sessions Optimize
Breakout
Sessions Optimize
Breakout
Sessions Optimize
Breakout
Sessions Optimize
19
WEDNESDAY APRIL 1
TIME
SESSION INFORMATION
Automating Lead Gen to Eliminate Dirty Data from Nurture Tracks & Pipeline
Scott Vaughn, Chief Marketing Officer, Integrate
1:30-1:50PM
1:55-2:15PM
The performance of your Eloqua platform is relative to the quality of data used to nurture
and score prospects. When it comes to leveraging third-party, media and offline data
sources in order to fill these nurture tracks, numerous data issues – erroneous email
addresses, unaccepted job titles, incorrect lead formatting, missing information, etc. –
restrict your abilities and diminish results. By the time these issues are corrected and leads
assigned to workflows, prospect interest has often cooled, undermining the full potential
of Oracle Eloqua’s automation software. Marketers find that they greatly increase not just
the value of Eloqua, but of marketing and sales efforts overall, by solving two fundamental
issues: Ensuring prospect data quality BEFORE it’s injected in Eloqua nurture tracks &
Injecting ALL quality prospect data into nurture tracks as quickly as possible via one
standard API This session will discuss the specific ways Integrate is working with Eloqua
customers such as DocuSign, HP Security, Tableau and Tyco to automate and standardize
lead and demand gen efforts. You will walk away with an understanding of how you can
apply data governance, integration and standardization to improve: Prospect data quality
(40-50% on average), Lead velocity from engagement to nurture, ROI on media and
Eloqua investment.
How to Use Content to Generate More, Better & Faster MQLs
Nick Edouard, EVP Business Development & Marketing, LookBookHQ
Modern marketers are trying to use content to capture new leads and move existing
prospects quickly and effectively through the funnel.
This session will explore the challenges facing marketers and look at best practices from
across the OMC including Markie Finalist Cetera Financials’ use of content in its best-inclass lead nurturing campaigns.
2:15-2:30PM
Intermission
2:30-3:15PM
How to Transform a Tired Brand to Compete with Big Brands and the Latest Startups
Megan Leuders, Executive VP, Worldwide Marketing, Lifesize
Focus: B2B
2:30-3:15PM
Focus: B2C
Putting Customers First: Integrating Behavioral Targeting and Cross-channel
Touchpoints
Morgan Daloisio, Senior Director of Marketing and Onboarding, Comcast and Danielle
Renan, Strategic Consultant, Oracle Marketing Cloud
Comcast wanted to expand their basic onboarding program into an integrated multitouch, multi-channel experience based on a holistic view of the customer, to increase
customer retention and decrease early churn. Having surpassed the “crawl” and “walk”
phases of their program with success, they are working toward “run,” integrating
additional behavioral targeting & triggers, and moving toward multi-channel with offline
& online touch points.
SESSIONS
Gold
AppCloud
Sponsor
Session
Gold
AppCloud
Sponsor
Session
Breakout
Sessions Imagine
Breakout
Sessions Imagine
20
WEDNESDAY APRIL 1
TIME
SESSION INFORMATION
Modern Marketing Revolution: How Social Selling and Predictive Marketing Forever
Transform Your Sales Process
2:30-3:15PM
Meagen Eisenberg, Marketing Executive
Focus: B2B
Join this modern marketer session to learn how San Francisco based DocuSign, a fast
growth software company, uses social selling techniques and predictive marketing
together with the Oracle Marketing Cloud and Eloqua to find more buyers, faster.
SESSIONS
Breakout
Sessions Imagine
Customer Targeting + Lifecycle Automation = Customer Loyalty, Marketing Results!
2:30-3:15PM
Focus: B2C
2:30-3:15PM
Focus: B2B
2:30-3:15PM
Focus: B2C
2:30-3:15PM
2:30-3:15PM
Focus: B2B
2:30-3:15PM
Focus: B2B
Jason Scoggins, Director, Email Strategy, JCPenney and Becky Tasker, Strategic
Consultant, Oracle Marketing Cloud
In today’s noisy marketing environment, consumer expectations have never been higher –
they expect timely and relevant content at each touchpoint. To succeed, marketers must
align their strategies with consumer behavior. In this session, learn how JCPenney’s
moved their email program from a campaign-focused, onesize-fits-all program to a
customer-focused lifecycle program.
Automate Every Step of Your Global Product Trial Program
Dan Allis, Marketing Operations Manager, Thomson Reuters
Send Time Optimization
Sandra Taylor, General Manager, Addressable Marketing and Courtney Green, Director,
Addressable Marketing, Sears Holding Corporation, and Bradford Johnson, Sr. Strategic
Consultant, Oracle Marketing Cloud
Sears wanted to know the best time for customers to receive their email. Working with
Oracle, Sears was a beta test partner of “Send Time Optimization” – a new tool to improve
the timing of when to send an email to an individual.
TBD Session
Oracle Marketing Cloud
Optimizing for a Mobile World
Doug Pullman, Marketing Operations Manager, Russell Investments
How to build responsive HTML emails, while not getting bogged down by the code.
7 Must-Have Ingredients for a Lip-Smackingly Good Webinar
Rob Woods, Demand Generation Manager, Cetera Financial
Do you struggle getting prospects to register, attend, and engage in your live webinars?
How do you leverage your recorded webinars for future content marketing needs? Join us
in this session to learn how a B2B company integrated Eloqua, GoToMeeting, and
YouTube to create a highly-effective lead generation machine. In this session, you’ll learn
7 must-have tips you need to implement in your next webinar. Topics covered include
advanced invitation strategies, landing page and form integration, event reminders, tips
for event day, post event strategies, and webinar archiving.
Breakout
Sessions Transform
Breakout
Sessions Transform
Breakout
Sessions Transform
Breakout
Sessions Transform
Breakout
Sessions Implement
Breakout
Sessions Implement
21
WEDNESDAY APRIL 1
TIME
SESSION INFORMATION
Embrace Openness and Data Connectivity. Get the Most From Your Enterprise CrossChannel Marketing Business Through Connected Technology, Partner Ecosystem and
Data Activation
Moderator: David Wiener, Kiumarse Zamanian and Thamina Christensen, Oracle
2:30-3:15PM
Focus: Data
2:30-3:15PM
Focus: B2B
2:30-3:15PM
Focus: B2C
2:30-3:15PM
Focus: B2B
Operationalizing an enterprise marketing program takes the right kind of technology,
thought leadership, data accessibility and a connected partner ecosystem. Going fast, at
scale requires robust services and technology point solution capabilities unique to the
needs of your business with one common marketing data "hub" as the intelligence
centerpoint. With data at the center and the reach and breadth of an open partner
ecosystems, marketers can drive smarter, multi-channel targeting programs and
experiences with every interaction. Learn how Oracle is investing in this open marketing
ecosystem philosophy as a core ingredient to our Oracle Marketing Cloud offering. And,
hear from our customers, and partners, about how they operationalize their businesses for
success.
Take Your B2B Cross-Channel Marketing to the Next Level with Apps
David Johnson and Stephen Streich, Oracle
As a Modern Marketer, you can get in front of your buyers wherever they are with exactly
the right message by executing integrated cross-channel campaigns that include email,
direct mail, banner ads, push, social, and more. By integrating apps from the Oracle
Eloqua AppCloud directly into your marketing campaigns, you achieve greater efficiencies
and extend your marketing automation investments. Learn how customers are boosting
engagement and improving campaign success with apps that target and personalize,
including push, events, SMS, service integration, and more.
Driving Results in Peak Marketing Seasons: Learn Key Secrets to Drive Cross-Channel
Success
Aaron Ormond, Manager, Customer Lifecycle Management, Harley-Davidson and Chris
Wilson, Strategic Consultant, Oracle Marketing Cloud
Peak seasons are a critical success point for virtually every business. Whether it’s the
traditional holiday season, Mother’s Day, Valentine’s Day or other key seasonal period, it’s
important to set yourself up for cross-channel marketing success with a customer-focused
plan creation, testing and an overall approach to controlling the chaos. Learn smart crosschannel marketer Harley-Davidson leverages a cross-channel approach to achieve success
in their key seasons.
Account Based Marketing: Making the Complex Simple
Jeff Rummer, Manager, Global Marketing Operations, Covidien
Contact based marketing automation used to be sufficient. However, as business has
evolved there is an increasing need for a relational connection between contacts and
accounts to enable advanced profiling and segmentation. By not integrating an account
based strategy into your CRM/MA ecosystem you may be missing opportunities and
delivering content that is not properly aligned with buying stage or customer lifecycle. In
this session, you will get a quick overview of ABM, how we’ve applied it to our business
model and learn from our experience in solving the complexity of integrating SFDC
account-level intelligence into Eloqua using CDOs. Our goal is to enable you to simplify
the complexity of your marketing ecosystem to support actionable live access to account
data when building contact segments and provide account-level ROI.
SESSIONS
Breakout
Sessions Implement
Breakout
Sessions Implement
Breakout
Sessions Optimize
Breakout
Sessions Optimize
22
WEDNESDAY APRIL 1
TIME
SESSION INFORMATION
comScore Session
2:30-3:15PM
Gail Ballantyne and Basant Elhady, Digital Marketing Director/ Marketing CRM Manager,
comScore
Focus: B2B
2:30-3:15PM
Focus: B2C
A Growth Hacker's Story: The Making of a Lead Scoring Crystal Ball That Delivered
ROI of 487%
Eytan Abrahams, Director, Marketing Automation, Return Path, Inc.
Infer Session
2:30-2:50PM
SESSIONS
Breakout
Sessions Optimize
Breakout
Sessions Optimize
Gold
AppCloud
Sponsor
Session
The Social Data Revolution
Aaron Biddar, Founder and CEO, Social123
3:15-4:00PM
With the major advancements of Marketing Automation Platforms (MAPs) over the past
several years, marketers have been eager to implement the latest platform and start
disseminating their marketing messaging. However, contact data is without a doubt the
fuel that drives these highly functioning platforms. If the contact data is inaccurate or
outdated, then the marketer is not only paying to have bad contact records in their
marketing database, but they are also delivering carefully crafted content to either dead
email addresses or contacts that are not within their target audience. Data quality and data
management are the problem, and Social123 is the SaaS-based solution! Optimize your
MAP spend by filling your platform with only the best and most accurate contact
data. Social123, a social-sourced data solution, offers the largest and most accurate B2B
contact database available. We identify missing or inaccurate records in your database and
the best part is we enrich it with more than 35 fields of social data like industry, title,
company, skills, group affiliations and more. Apart from recovering and enriching your
existing database, Social123 will validate each and every email to determine validity as well
as a risk assessment. Join us as we lead the Social Data Revolution with the promise of
advancing marketers to reach beyond the limitations of bad data.
Networking Break in the Partner Showcase
4:00-4:30PM
Modern Marketing Experience 2015 Customer Panel
4:30-5:00PM
Afternoon Keynote
2:55-3:15PM
Gold
AppCloud
Sponsor
Session
Jay Baer, Speaker and Author
7:00-9:30PM
2015 Global Markie Awards Reception and Ceremony
9:30-12:00AM
Modern Marketing Customer Appreciation Party
23
THURSDAY APRIL 2
TIME
SESSION INFORMATION
SESSIONS
9:00-9:30AM
9:30-10:15AM
10:15-11:15AM
TIME
SESSIONS
11:15AM12:00PM
Focus: B2B
11:15AM12:00PM
Focus: B2B
11:15AM12:00PM
Focus: B2B and
Data
11:15AM12:00PM
Networking Breakfast
Morning Keynotes
Networking Refreshments In Partner Showcase
SESSION INFORMATION
Getting Sales to value Marketing Leads
Vivien Kupplmayr, Executive Global Head of Analytics, Analog Devices
Sales & Marketing alignment is one of the buzz words we were hearing over and over
again when we started our Marketing Automation journey 3 years ago. This session will
explain how we eventually made this a reality rather than a buzz word.
How to Deliver on Your Big Ideas: Execution
Alisa Barber, VP of Demand Generation, FIS
Big ideas are easy, but making them work is not. Execution is the unrecognized driver of
your success. Every idea will fall flat if it cannot be implemented. Integrated decisions and
actions over time will enable you to close the gap between results promised and results
delivered. Execution demands a great deal of attention and a passion for results to make it
all work. To help you deliver on your big ideas, hear how FIS has developed a methodical
approach to campaign execution. From ownership to resource allocation to tracking, every
step in the execution process has crisply defined goals, guidelines and timelines. Discover
how turning your focus towards execution can help you deliver on big ideas and produce
extraordinary results.
IT & Marketing- Better Together
Analisa Church, Marketing Director, Experience Design and Automation, Dell
91% of marketing leaders believe that in two years they will be competing primarily on the
basis of customer experience. A customer experience that is increasingly digital and
“always-on.” Due to this digital disruption, companies need to rapidly innovate to
support that digital customer experience. To make this shift, companies must break down
the barrier between IT and Marketing. Learn how, with the adoption of the Oracle
Marketing Cloud, Dell Marketing, and their new pals in IT, quickly realized the benefits of
working closely together to reach their customers.
Building a Marketing Technology Ecosystem? Transformation and Change
Management - Two Instrumental Words for Success
Sandy Viteri, Vice President of Marketing Operations, comScore
Transformation requires a critical combination of people, process and technology and
many times, people’s mindset can be the hardest thing to change. Whether you’re a
newcomer to an organization or you’re just trying to introduce new ideas, building
consensus through a stable of allies is key—even if they’re not yet sold on Modern
Marketing. In less than a year, comScore developed an official Marketing Operations
function to support a rapidly expanding global team, migrated to a new marketing
automation platform (Eloqua!), introduced a collaboration platform, rolled out a budget
management tool, built a homegrown system to manage campaign requests, developed a
resource library for customer-facing assets, and standardized data across each of those five
technologies. But budget and headcount can only go so far when making these sweeping
changes in a growing company still clinging to a start-up mentality.
Breakout
Sessions Imagine
Breakout
Sessions Imagine
Breakout
Sessions Imagine
Breakout
Sessions Imagine
24
THURSDAY APRIL 2
TIME
SESSION INFORMATION
11:15AM12:00PM
Focus: B2C
11:15AM12:00PM
Optimizing Message Timing and Relevancy: Combining Browse Automation with
Cross Channel Modern Marketing
Jennifer Downes, Director, Direct Response Marketing, Lenovo and Marion Black-Ruffin,
Senior Strategic Consultant, Oracle Marketing Cloud
Lenovo developed automations that would combine the ability to target customers at the
time when they are closest to converting, browsing and gathering research before they
purchase. Lenovo wanted to increase sales by enhancing their browse abandon program
by combining email and display retargeting for both North America and the United
Kingdom.
PayPal North America Telesales: Our Lead Nurture Journey
Matt Hennessy, Marketing Manager, PayPal
Focus: B2B
11:15AM12:00PM
TBD Social Session
Oracle Marketing Cloud
Focus: Social
SESSIONS
Breakout
Sessions Transform
Breakout
Sessions Transform
Breakout
Sessions Transform
Progressive Profiling – In the Real world
Murali Kandasamy Manager Marketing, Global marketing Operations, Western Union
11:15AM12:00PM
Focus: B2B
11:15AM12:00PM
Business Solutions
We all know that progressive profiling is pretty cool, and we all want to implement it.
What is our biggest challenge? Pretty much everyone works with Oracle Marketing Cloud,
CRM systems and atleast two other systems. This session takes you on a journey that
explains the challenges we face and the path the speaker took and shares the amazing
results you can achieve with the Oracle marketing cloud product family. Thinking outside
the box and using Oracle Eloqua solutions, his company was able to gain better-quality
leads and conversions while reducing CRM duplicates by 95 percent.
Successfully Develop a Global CRM Strategy on Eloqua in 32 Countries
Sara Casado, Digital Marketing Advisor, NESTLÉ - NESCAFÉ Dolce Gusto and Delphine
Arvengas, Eloqua Advisor, DemandGen
Focus: B2B
11:15AM12:00PM
TBD Analyst Session
Oracle Marketing Cloud
Breakout
Sessions Implement
Breakout
Sessions Implement
Breakout
Sessions Implement
Bring Them Back Faster with Responsys Rapid Retargeter
Kaila Garrison, Albert Lee and Sundeep Parsa, Oracle
11:15AM12:00PM
When retargeting people who abandoned a cart or a product-browsing session, time is
money. The faster you can follow-up, the higher your conversion rate will be. See how
Oracle Responsys Rapid Retargeter can reduce retargeting time from days or hours to
minutes. Also, see how retargeting can be combined with orchestration to do more than a
follow-up email.
Breakout
Sessions Implement
25
THURSDAY APRIL 2
TIME
SESSION INFORMATION
SAGE France - A story of a Marketing Mutation Supported by IT & Marketing Teams
11:15AMAlexandre Martinez , Directeur Marketing Opérationnel Division SSB, SAGE France
12:00PM
Focus: B2B
11:15AM12:00PM
Focus: B2C
11:15AM12:00PM
Focus: B2C
11:15AM12:00PM
Focus: B2C and
Data
Deliverability Agility: Taking Back Control of the Inbox
Sammar Faraj, Director, Digital Relationship Marketing, Quicken Loans/Ron Grinblatt,
Senior Marketing Manager, Intuit TurboTax and Daniel Deneweth, Sr Director, Strategic
Services, Oracle
This session will show how you can take charge of your inbox placement rates. ISPs keep
making changes to their spam filters, making it harder than ever to achieve good,
consistent email delivery rates. By actively managing key deliverability metrics, you’ll be
able to drive your inbox rates up and keep them there. Hear how Quicken Loans
successfully used key deliverability data to drive a major email marketing initiative.
Cracking the Code: Using Email Engagement Data to Send Less Email and Make More
John Reynolds, Email Marketing Supervisor, Grainger and Clint Kaiser, Senior Director,
Strategic Services, Oracle Marketing Cloud
Get smart fast on using an RFM model to take your email program to the next level. Learn
how to use your open and click data to inform key decisions like frequency optimization
and content targeting at the individual customer level.
Analyze and Convert “Best Customers” in a New Way with the Oracle ResponsysBlueKai Integration
Natalie Louie and Paul Hamilton, Oracle
See what you can do with Oracle Responsys’s integration with Oracle Data Management
Platform (BlueKai). We’ll show how you can transfer an audience of best customers, like
“Email Responders,” from Oracle Responsys to BlueKai. From there, you can analyze
them in new ways using third-party data, and you can acquire more customers like them
using look-alike modeling.
Cloudwords Session
11:15AM11:35AM
SESSIONS
Breakout
Sessions Optimize
Breakout
Sessions Optimize
Breakout
Sessions Optimize
Breakout
Sessions Optimize
Gold
AppCloud
Sponsor
Session
Accelerating Demand Gen at Red Hat through Continuous Contact Data Management
Sean Crowley, Director of Customer and Product Marketing, Netprospex and Cameron
Conway, Director, Customer Insights, Red Hat
11:40AM12:00PM
Modern marketers are transforming the way they identify, assess and penetrate their target
markets, and data is at the core of those strategies. While many marketing teams shy away
from data management fearing its difficulty, Red Hat’s Customer Insights team jumped in
with both feet. Recognizing the importance of their marketing data, they used a contact
data management strategy as a driving force to create greater efficiencies, lower costs and
generate more pipeline for the business. Attendees will learn how Red Hat uses its contact
data management strategy to: Ensure their segmentation and content alignment efforts are
laser-focused on the right decision makers and influencers, Maximize the power of
predictive analytics to quickly identify leads with the highest propensity to buy, and
Generate more predictable and repeatable pipeline generation.
Gold
AppCloud
Sponsor
Session
26
THURSDAY APRIL 2
TIME
SESSION INFORMATION
12:00-1:15PM
Networking Lunch
1:15-2:00PM
TBD
Oracle Marketing Cloud
1:15-2:00PM
Focus: B2C
1:15-2:00PM
Focus: B2B
The Power of Implied and Implicit: How Data Science and Behavioral Modelling Can
be Used to Transform Your Communication Channels.
Natalie Feehan, Group Manager, Marketing Strategy, and Bronwyn Sims, Head of
Behavioural Communications & Analytics, realestate.com.au
realestate.com.au’s cross-channel communications journey has evolved through three
distinct waves of sophistication. From an initial ‘batch & blast’ approach, to explicit
profiling segmentation and now to applying implicit behavioral data to trigger a series of
automated cross-channel communication programs.
In this session you’ll learn how to set the foundations for your own behavioral
communications success.
Customer Experience Management: How to Manage the Digital 'Moments of Truth'
Ceri Jones, VP, Demand Generation and Marketing Operations, Basware
SESSIONS
Breakout
Sessions Imagine
Breakout
Sessions Imagine
Breakout
Sessions Imagine
Marketing Automation is Now Table Stakes – How to Improve Your Odds of Winning
at Marketing Transformation
Kristin Connell, Director, Digital Marketing, Deltek
1:15-2:00PM
Focus: B2B
1:15-2:00PM
Focus: B2C
Today’s buyers are demanding and control more of the buying journey than ever before –
are you transforming your marketing to build the winning hand? Learn how 2013 Markie
Nominee Deltek has upped the ante with marketing automation and operations and then
improved their odds of winning with marketing technology partners Vidyard, Bizo and
Influitive. Finally, sneak a peek at Deltek’s marketing transformation hand for 2015!
@kristinconnell and http://www.linkedin.com/in/kristinlconnell/
Old World Meets New Technology
Patricia Babischkin, Manager of E-mail, Social, and Affiliate Marketing, AmeriMark
Direct LLC
How a traditional print catalog company transformed an e-mail program to move beyond
a catalog online to a conversation with our customers. How we changed the conversation
and the results prove its success.
Breakout
Sessions Transform
Breakout
Sessions Transform
27
THURSDAY APRIL 2
TIME
SESSION INFORMATION
Wearing Multiple Hats Without Growing Extra Heads. Advanced Persona Marketing
Done Right.
Amy O'Connor, Manager of Marketing Automation and Operations, DocuSign
1:15-2:00PM
Focus: B2B
1:15-2:00PM
Focus: B2C
1:15-2:00PM
Focus: B2C
1:15-2:00PM
Email has become one of the most competitive arenas for content messaging, and
achieving message pertinence is an absolute requirement for a successful email campaign.
Each email has to be crafted uniquely to each recipient’s array of interests and needs. The
key is personalization, delivered by front-end dynamic content, and programatic detection
and assignment of persona-based nurturing. Nurture campaigns needs to be smart, they
need to adapt to changes in interest, new information, and their natural progression
through the funnel. This session will outline how DocuSign created a comprehensive
nurture system that can market across multiple roles, and automatically adapt to changes
in information – achieving an average open rate of over 40%. It will cover both the
strategy and the executional approach, from start to finish, including persona
identification, dynamic emails, design, tracking and reporting.
Beat Your Email Marketing Goals: Implement Smart Testing To Drive Your Program
Forward
Matthew Balthazor, Sr. Specialist, Email Marketing, Epson and Becky Tasker, Strategic
Consultant and Brian Kindle, Strategic Consultant, Oracle Marketing Cloud
EPSON wanted to optimize email performance in both triggered and promotional
campaigns with minimal impact to operational workload while still maximizing revenue
and engagement. EPSON and Oracle Strategic Services worked to develop a strategic
testing plan that incorporated iterative tests that were scalable across both types of emails
and drove significant increases on defined KPIs.
Automate Your Marketing on the Shoulders of Your Peers
Panel: Kate Loftus, Senior Director Email and Marketing Operations, Apollo Education
Group, Joseph Lee, Product Marketing Manager, eHarmony, Christina Hartley, Marketing
Manager, Marketing Operations, Blackboard
TBD
Oracle Marketing Cloud
SESSIONS
Breakout
Sessions Transform
Breakout
Sessions Implement
Breakout
Sessions Implement
Breakout
Sessions Implement
28
THURSDAY APRIL 2
TIME
SESSION INFORMATION
How Red Hat Increased its Marketing Contribution to Sales Pipeline by 50% in 1 Year
Greg Manetti, Manager, Marketing Operations and Matt Webbink, Sr. Manager,
Marketing Operations, Red Hat
1:15-2:00PM
Focus: B2B
Red Hat is synonymous with Linux and teaching the world we are more than Linux is the
mission of a small army of modern marketers around the world.
In July 2011, we challenged ourselves to establish a globally consistent process and
reporting for managing leads within Salesforce.com, and by November 2011, both NA and
EMEA had adopted the new process, with APAC and LATAM following by May 2012.
The custom process we built in Salesforce.com produced rich data that could be easily
analyzed to help our marketers have productive conversations with Sales and change the
usual arguments into exercises of data-influenced decision-making:
•
•
•
•
•
1:15-2:00PM
Sales: There aren't enough leads
Marketing: Well, you aren't following-up with the leads you're getting now
Sales: That's because the leads you're sending are bad
Marketing: Ok, then I need your help to understand what a good lead looks like
Marketing Ops: According to the data, you're both a little right, and the key is
finding and/or driving people within an account to engage with us between 2-4
times.
SESSIONS
Breakout
Sessions Optimize
Once we were confident we could accurately track and diagnose our lead funnel, we
shifted our focus to improving our two critical KPIs: Engagement as our leading-indicator
and Marketing Contribution to Sales Pipeline as our lagging-indicator.
TBD
Breakout
Sessions Optimize
Focus: B2C
5 Ways to Better Engage and Qualify Your Leads
Tom Masotto, VP Business Development, on24
1:15-1:35PM
According to Forrester Research, webinars are a top marketing tool for generating and
nurturing leads. However, there is a big difference between simply having a name and
delivering a sales-ready lead. Join ON24 for an interactive session which will highlight best
practices – and share a customer case study – for using webinars and Eloqua marketing
automation to improve both the quantity and quality of your leads.Learn how to:Use
webinars at each stage of the buying cycle, More effectively engage with your prospects
and customers, Better qualify and nurture prospects with marketing automation, Move
prospects and opportunities through the purchase process faster
Breakout
Sessions AppCloud
29
THURSDAY APRIL 2
TIME
SESSION INFORMATION
eNautics Session
1:40-2:00PM
2:00-2:15 PM
2:15-3:00PM
Focus: B2B
2:15-3:00PM
Focus: B2B
Intermission
Balancing Both Regulation and Marketing Best Practices
Panel: Murali Kandasamy, Western Union, Doug Pullman, Russell Investments, Ryan
Coats, Optum, and Kristy Junio and Charlie Simon, Oracle
Marketers need to connect with customers and prospects through targeted, personalized
marketing content.. They’re also required to meet regulations enforced by CASL, CANSPAM Act, COPPA, FINRA, HIPAA, HITECH Act, FDA, and countless others. How can
marketers develop targeted, personalized communications while remaining compliant?
What steps can marketers take to align with corporate policy and still meet demand
generation expectations?
During this discussion, our team of expert panelists will field your questions about
developing, documenting, and automating processes around privacy policy, global email
policy, brand standards and guidelines. We’ll address your challenges tied to
communication opt-ins, safeguarding information, developing content in a compliant
environment, and achieving alignment with legal teams.
At the conclusion of the session we’ll provide 6 actionable steps you can take to work
more effectively while meeting compliance requirements as well as a packet filled with
compliance best practices content.
Storytelling, Content Strategy & Marketing Automation — Three Essential Ingredients
in Modern Marketing
Keith Jennings, Director, Marketing and Content Strategy, Jackson Healthcare
Juniper Networks’ Campaigns Go Global with Oracle Eloqua
Alyssa Weber, Director of Global Marketing Operations, Juniper Networks
2:15-3:00PM
Focus: B2B
2:15-3:00PM
2:15-3:00PM
Focus: B2B
Juniper Networks delivers IT networking innovations to global businesses via its partner
and channel ecosystem. Hear the journey they have taken to embed Oracle Eloqua into
their organisation moving from outbound e-mail campaigns to fully integrated global
campaigns powered by the Marketing Cloud. This presentation will show their integrated
approach to campaign delivery covering insights, content, creative, Web and channel
optimisation
Bam! Take Your Lead Assignment Up a Notch
Mary Boozel, Marketing Automation Manager, Verint Systems Inc
Tired of limited SFDC assignment rules? Stuck manually assigning leads to sales reps?
Learn how we assign our leads across four regions and two business units using Eloqua.
Supercharge Cross-Channel Engagement in a 'Mobile First’ World
Dan Burcaw, Bill McDaniel and Joel Rothman, Oracle
In 2014, more consumers accessed the internet from their mobile devices than their
desktop. Reports suggest that, as of January 2015, there are 3.6 billion unique mobile users.
In this session you will learn how you can incorporate SMS, MMS, and push messaging
into your cross-channel orchestration efforts to reach customers in mobile-native ways.
SESSIONS
Gold
AppCloud
Sponsor
Session
Breakout
Sessions Imagine
Breakout
Sessions Transform
Breakout
Sessions Transform
Breakout
Sessions Implement
Breakout
Sessions Implement
30
THURSDAY APRIL 2
TIME
SESSION INFORMATION
1st Impressions Count, Re-Inventing the First 100 Days with Telstra
Keiron Devlin, Telstra
2:15-3:00PM
2:15-3:00PM
2:15-2:35PM
3:00PM
Customer led, Telstra recognises that the initial time for a customer with a new product
can be difficult. There is an opportunity for Telstra to provide customers with a
personalised, and highly relevant experience to say “Hello”,"Orientate” them and
ultimately “Delight” them as they move through their First 100 Days.
Beyond Noise: Developing an Effective Content Marketing Strategy
Andrea Rosi and Egan Cheung, Oracle
Today's CMOs are finding themselves in a difficult spot: stuck between wanting to become
a data-driven organization and managing customer interactions happening every second
across a variety of digital channels. Marketing teams just cannot keep up. The result? A lot
of wasted content that is not personalized for the consumer. In this session, learn how to
develop an effective marketing strategy that starts with personas mapped to each stage of
the buyer's journey, why an editorial calendar is a fundamental piece of a successful
strategy, and how analytics properly attributed to content makes the marketer's job easy.
Creating a Lead-to-Revenue Blueprint: 5 Building Blocks to Grow the Pipeline
Will Spendlove, VP of Product Marketing, Insideview
Did you know that on average only 5% of Marketing leads convert at the top of the
pipeline? And of those marketing qualified leads (MQL), less than 1% result in Salesdriven revenue. The bottom line is that sales and marketing are not aligned. Join us to
see how you can transform your Sales and Marketing teams' success by building a Lead-toRevenue blueprint that aligns to overall revenue success.
Key Takeaways:
•
Create a Lead-to-Revenue Blueprint
•
Better align Sales and Marketing revenue goals
•
Understand how to immediately grow pipeline
Event Ends
SESSIONS
Breakout
Sessions Optimize
Breakout
Sessions Optimize
Gold
AppCloud
Sponsor
Session
31