Lunch & Learns: Wednesday Oct 19

12:00pm- 12:45pm | Marina Ballroom I

Leveraging Social Video: Reach, Results, and Revenue

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Video has fast become one of the most effective forms of social media content, and for good reason – there is no digital format better able to capture the immediacy, intimacy, and authenticity of human social interaction. With the explosion of social channels, many marketers don’t know how to get started and get the most out of their social video campaigns. Linda Crowe, vice president of digital marketing solutions at Brightcove, will get you through the starting gate and well on your way to winning with social video!

 You will learn:

  • Social video best practices for real business results throughout the customer journey
  • Best practices for blended video distribution: your owned properties and social sites
  • Tactical tips and tricks to get moving and gain quick momentum with your social video strategy

Speaker:

Linda Crowe, VP, Digital Marketing Solutions | Brightcove
Linda Crowe is the VP of Marketing for Digital Marketing at Brightcove, where she leads the overall marketing strategy and execution for the business unit. Linda’s work revolves around creating and transforming marketing programs that drive leads and increase revenue. Prior to joining Brightcove, Linda held leadership positions at Oracle and Sun Microsystems where she led a number of highly successful digital marketing initiatives. 


12:00pm- 12:45pm | Marina Ballroom II

Account-Based Marketing in Real Life: How to Create New Efficiencies in Your Funnel (and Budget)

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With 67% of the B2B buying cycle now occurring digitally and a large percent of buyer decision-making occurring BEFORE a sales rep is ever involved, marketers have a huge opportunity. They have an opportunity to do away with high volume, spray-and-pray marketing strategies in favor of engaging the high-value target accounts their sales team cares about with Account-Based marketing. In this session, Lisa Ames, VP of demand generation at Demandbase, will present a case study in executing ABM across the funnel.

You will learn:

  • How to engage target accounts throughout the buyer’s journey, even while they’re anonymous
  • How to boost conversion rates while reducing marketing spend in every channel
  • How to adjust your metrics and KPIs to tie marketing efforts to business outcomes

Speaker: 

Lisa Ames, VP, Demand Generation | Demandbase
Lisa is a strategic B2B marketer with a consistent record of helping enterprise SaaS companies build pipeline, generate revenue, and achieve market growth quickly. At Demandbase, Lisa leads a team of innovative marketers with responsibility for marketing programs, marketing automation, customer marketing, events, and corporate marketing. She and her team apply an ABM lens to everything they do and tie their efforts directly to revenue. Prior to Demandbase, she oversaw demand generation, marketing ops, and field marketing at Castlight Health where she built all three of these functions from the ground up. 


 

12:00pm- 12:45pm | Marina Ballroom III

Successful Habits of Highly Effective Marketers: Building a Sustainable Data Management Strategy

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Whether you are responsible for demand generation, digital advertising, marketing operations, or all of the above, the importance of great data cannot be overstated. A thoughtful data management strategy can be a catalyst to support both long and short-term initiatives across your marketing mix.

Join us to hear how PTC, LionBridge, and WEX designed and implemented data strategies to drive better segmentation, predictive modeling, and demand generation programs within their marketing organization. These are your data masters – beating their data demons and helping to unlock growth opportunities across their go-to-market channels.

You'll discover how you too can prioritize data initiatives and deliver quick wins to your team.

You will learn:

  • Sustainable, scalable processes to ensure data management success
  • Data alignment strategies to support performance analytics
  • Segmentation and personalization tactics to improve campaign metrics
  • Strategies for how to tackle your own database problems

Speakers: 

Derek Slayton, VP, Marketing | Dun & Bradstreet
Derek is a B2B marketer and a product guy with over 20 years of experience in technology sales and marketing. Former CMO of NetProspex, current VP of Marketing at Dun & Bradstreet. He is responsible for aligning the company’s product roadmap with its go-to-market engine, and creates relationships with B2B marketers who want to improve their revenue drivers through more targeted and continuously managed marketing data.

Thomas Zimmerman, Manager, Global Lead Development | Lionbridge Technologies
Thomas is the manager of global lead development at Lionbridge Technologies. He created and implemented Lionbridge’s global lead management framework and buyer journey personalization model. Previously, he was a marketing analyst in Argentina’s and Canada’s banking sectors, and manager of global sales and marketing for a commodities importer. He strives to build and grow global commercial initiatives in various organizations worldwide.

Audrey Gagne, Team Lead, Direct Marketing | WEX Inc.
Audrey is the team leader for direct marketing at WEX Inc. Audrey has spent her career in marketing and focuses on B2B acquisition through direct mail, e-mail and telemarketing channels.

Pat Slavin, Manager of Marketing Technology Operations | PTC
Pat is the manager of marketing technology operations for PTC. Pat has spent his career helping B2B software companies build and optimize their marketing tech stacks and customer databases to deliver best-in-class digital experiences.


12:00pm- 12:45pm | Marina Ballroom IV

How Content-Enabled Campaigns are Improving Conversion Rates

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Campaigns fueled by compelling content are not only driving better basic metrics like open and clickthrough rates, they are also proving to be more cost-efficient in converting and accelerating the flow of qualified leads. In this session you’ll discover how to create campaigns that convert!

You will learn:

  • How your peers are driving engagement and conversion results
  • How to utilize conversational content
  • How you can leverage content in your campaigns to achieve better results

Speaker: 

Aaron Dun, SVP Marketing | SnapApp
Aaron drives marketing and strategy for SnapApp. He has nearly 20 years of experience running marketing programs for high growth venture-funded companies and larger publicly traded global organizations. In addition to building highly visible technology brands, he has focused on connecting marketing performance to sales achievement through the use of innovative content marketing, inbound marketing, and social media strategies. Prior to SnapApp, Aaron served as the CMO for Intronis before it was acquired by Barracuda Networks. 

Lunch & Learn: Thursday Oct 20

Thursday 12:30pm-1:15pm | Marina Ballroom I

Beyond the Account List: How You Can Use Data to Drive Your Account-Based Marketing Program

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In the past few years, the importance of harvesting data has been emphasized by the world’s leading B2B marketers. But, how do you use this data to create the most effective marketing programs? In 2016 it has become the leading factor for gaining better insights on your audience. The right mix of data for your ABM efforts can help you build and supplement your account lists, and define your content strategies.

You will learn:

  • How the right data can fuel your account based marketing tactics
  • How to engage the right prospects at the right time
  • How ABM can help you optimize all of your integrated marketing efforts 

Speaker:

Sonjoy Ganguly, SVP Product Management | Madison Logic
Sonjoy joined Madison Logic a year and a half ago, as the SVP product management, bringing over 20 years of veteran product management executive experience with an extensive background in the media, financial, and professional services industries. Sonjoy was most recently employed by Deloitte & Touche, managing the definition and execution of new product strategies to identify and cultivate new ways the firm’s practices and its clients can adopt new technologies to create innovative, market leading solutions at scale. Prior to Deloitte, Sonjoy’s extensive background includes leading Xaxis’ Programmatic, DMP and Search platforms, Doubleclick’s Rich Media, Mobile and Video platforms, Accenture’s Live and On-Demand Streaming Video platform, as well as the definition and growth of product management organizations for companies like TheLadders.com and Donovan Data Systems.


Thursday 12:30pm-1:15pm | Marina Ballroom II

Ten Marketing Automation Tips

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Marketing Automation gives businesses of all sizes the ability to reach more prospects and nurture them to conversion with an ease never known before. But like any technology, if it isn’t used well, you will never realize it’s full potential. Join us for this session to discover how Salesforce Pardot uses our own system and what we’ve learned about successful automation over the years. You’ll learn what marketing automation strategies have allowed us to scale our efforts and drive business growth and how marketing automation can work throughout the entire lifecycle of your business, from startup to enterprise.

You will learn:

  • How to plan, build, and execute a variety of marketing campaigns
  • How marketing automation can help you achieve your marketing goals           
  • Tips for successful that you can implement right after this session

Speaker:

Ryan Johnston, Senior Manager Demand Generation | Pardot Salesforce
Ryan joined the Pardot team in 2011 and was the second marketing team hire. After seeing the company through two acquisitions, both ExactTarget and Salesforce, Ryan understands the ins and outs of successfully growing a marketing team and scaling campaign efforts. He is currently senior manager, demand generation for Pardot, and leads a team focused on marketing-driven revenue.


Thursday 12:30pm-1:15pm | Marina Ballroom III

Eight Delicious Ways to Use Video Marketing to Feed Your Demand Engine

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As a modern marketer, you know that video needs to be a key part of your content and demand gen recipes. As an appetizer, main course or delicious dessert, video works at every stage of the buying feast to help you connect with more prospects and satisfy their hunger for education, entertainment, and inspiration. But what are the key ingredients of a successful video marketing strategy? What types of videos really work at each stage of the B2B buying journey? Grab your forks and loosen your belts as we share a full course meal of video marketing inspiration, topped with practical ideas for how to generate more leads and qualify more buyers without breaking  your budget.

Speaker:

Tyler Lessard, CMO | Vidyard
Tyler is the CMO at Vidyard. Driving corporate marketing and business development, he's passionate about helping brands better use and measure the performance of their video marketing assets.


Thursday 12:30pm-1:15pm | Marina Ballroom IV

Every Second Matters: Why Marketing Automation Should Be Your BFF

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40,000 Google searches happen every second, 340,000 tweets are sent every minute, five Exabyte’s of content are created each day. These are just a few examples of how much and how quickly data is spread around us. It’s about time you asked yourself, “can I, as a marketer, keep up with this?" This session will help you answer that question and many more!

You will learn:

  • How marketing automation can help you extract the right data
  • How to use data to create true value in your marketing programs
  • How to maximize your time with marketing automation

Speaker: 

Magdalena Ciszewska, Head of Marketing Strategy | GetResponse
Magdalena manages the brand’s global image. She has over 15 years of experience working for international advertising agencies like Saatchi & Saatchi, Publicis Chemistry London, and Ogilvy Dublin. Although she has extensive expertise in integrated marketing, she's dedicated her career to online marketing. She is a firm believer that new technologies and the online environment carry a wealth of opportunities that will drive future integrated marketing strategies.