2015DAYVirtual
Innovation
Summit
for
TWO |Marketing
THURSDAY,
APRIL 30TH
(cont.)
8:00 AM PT
11:00 AM ET
Virtual Doors Open
8:30 AM PT
11:30 AM ET
Keynote:
Sales and Marketing: B2B’s New Power Couple
Adam Blitzer, GM & SVP of Salesforce Pardot
B2B
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.
9:40 AM PT
12:40 PM ET
Keynote:
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.
10:30 AM PT
1:30 PM ET
Adam Blitzer
Megan Heuer
Innovation Showcase Track:
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.
Holly Bounds
2015DAYVirtual
Innovation
Summit
for
TWO |Marketing
THURSDAY,
APRIL 30TH
(cont.)
10:30 AM PT
1:30 PM ET
B2B
Innovation Showcase Track:
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.
11:10 AM PT
2:10 PM ET
Cori Kaylor
Jessica Collier
Marketing Data Track:
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.
Heather Zynczak
Marketing Data Track:
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.
Caleb Whitmore
2015DAYVirtual
Innovation
Summit
for
TWO |Marketing
THURSDAY,
APRIL 30TH
(cont.)
12:00 PM PT
3:00 PM ET
Break to visit with sponsors in Pavilion
12:20 PM PT
3:20 PM ET
Keynote: The Last Mile: Making the Dream a Reality
Michael McLaren, CEO, MRM/McCann
B2B
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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1:10 PM PT
4:10 PM ET
!
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
Keynote:
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.
2:00 PM PT
5:00 PM ET
Michael McLaren
Virtual Show Doors Close
Scott Brinker