2016 Program in Retrospect



10/19 Wednesday

8:30am - 9:15am

Opening General Session Keynote: Ann Handley

10:15am - 10:45am

Refreshment Break, brought to you by Emma

10:45am - 11:45am

11:45am - 1:15pm

Lunch Break / Lunch & Learns

1:15pm - 1:30pm

Time to get to sessions

1:30pm - 2:30pm

2:30pm - 3:00pm

Refreshment Break brought to you by Infogroup

3:00pm - 4:00pm

4:00pm - 4:15pm

Time to get to sessions

4:15pm - 5:15pm

10/20 Thursday

Thursday Agenda

* Schedule subject to change *




9:30am - 10:00am

Refreshment Break

10:00 - 11:00am

11:00am - 11:15am

Time to get to sessions

11:15am - 12:15pm

12:15pm - 1:45pm

1:45pm - 2:00pm

Time to get to sessions

2:00pm - 3:00pm

3:00pm - 3:15pm

Time to get to sessions

3:15pm - 4:15pm

4:15pm - 4:45pm

Refreshment Break

5:30pm - 7:30pm

7:30pm - 10:00pm

10/21 Friday

Friday Agenda

* Schedule subject to change *



8:45am - 9:45am

9:45am - 10:00am

Time to get to sessions

10:00am - 11:00am

11:00am - 11:30am

Refreshment Break

11:30am - 12:45pm

Keynote: Sarah Lewis and Closing Remarks 

12:45pm - 2:00pm

Roundtable Discussions

Grab your breakfast, pull up a chair, and prepare to learn a thing or two! This year we are offering sponsored roundtable discussions. Informal and low-key, these discussions will provide you with direct access to experts and peers for friendly conversation on a variety of marketing topics.

*Topics/moderators subject to change. Check the event app for up-to-date topics.

7:30am-8:15am | The B2B Underground

Topic: Personalization for Demand Gen & ABM
Moderator: Andy Zimmerman, CMO, Evergage
Sponsored by: Evergage

Topic: The Data Down Low
Moderator: Emily Wingrove, Director of Marketing, Social123
Sponsored by: Social 123

Topic: Connecting Content to Revenue
Moderator: Pawan Desphande, CEO, Curata
Sponsored by: Curata

Topic: Predictive Marketing
Moderators: Tim Johnson, VP Enterprise Sales, Everstring and Andrew Ermogenous, Account Executive, Everstring
Sponsored by: Everstring

Topic: Email Marketing
Moderator: Loren McDonald, VP Industry Relations, IBM
Sponsored by: IBM

Topic: Content Marketing with Animated Video
Moderator: Amanda Morgan, Marketing Manager, GoAnimate
Sponsored by: GoAnimate

Topic: The Account Is Everything: The Future of Account-Based Marketing
oderator: Tom O’Regan, CEO, Madison Logic
Sponsored by: Madison Logic

7:15am-8:00am | The B2B Underground

*Topics/moderators subject to change.

Topic: Strategic Profiling
Moderator: Derek Slayton, VP Marketing, Dun & Bradstreet
Sponsored by: Dun & Bradstreet

Topic: Video Marketing
Moderator: Tyler Lessard, CMO, Vidyard
Sponsored by: Vidyard

Topic: Multi-Channel Marketing Strategy
Moderator: Joe Tropeano, VP B2B Brokerage, Inforgroup
Sponsored by: Infogroup

Topic: Social Media ROI
Moderator: Aseem Badshah, CEO, Socedo
Sponsored by: Socedo

Topic: Multi-Channel Video Marketing
Moderator: Shannon Murphy, Senior Content Manager, Digital Marketing
Sponsored by: Brightcove

Topic: Is Your Marketing Database Preventing You from Growing
Mark Kolanach, Regional Manager East, ReachForce
Sponsored by: ReachForce

Office Hours with the Experts

Have a question you’re dying to have answered?

Need a few minutes of one-on-one time with a subject matter expert? Does your team want some quality advice from someone who’s been there, done that? Then check out our B2B Office Hours at Birch Bar in the  Westin Lobby—no need to sign up in advance!

Wednesday, October 19

  • 10:30am - 11:45am
  • 1:30pm - 4:00pm

Thursday, October 20

  • 11:00am - 12:15pm
  • 2:00pm - 4:30pm

Friday, October 21

  • 9:00am - 11:30am

This year’s office hours topics include:

  • Blogging
  • Branding
  • Community Marketing
  • Content Creation
  • Content Marketing
  • Content Strategy
  • Copywriting
  • Custom Programming
  • Customer Marketing
  • Demand Generation
  • Developing a Content Creation Team
  • Digital Advertising
  • Domain Name Services
  • eBooks
  • Email Marketing Strategy
  • Employee and Customer Advocacy
  • Employee Engagement
  • Hosting Solutions
  • Inbound Marketing
  • Landing Pages
  • Managing Your Marketing Technology Stack
  • Marketing & Sales Books
  • Online Marketing
  • Persona Research and Optimization
  • Pipeline Acceleration
  • Podcasting
  • Public speaking
  • Sales and Marketing Collaboration
  • Selecting Software
  • SEO
  • Social Media
  • Storytelling
  • Video


Friday Closing Keynote: Sarah Lewis

The Rise: Creativity, the Gift of Failure, and the Search for Mastery

Where do new innovations—new ideas—spring from? It’s an enduring enigma, but, in this exquisite talk, Sarah Lewis offers a new understanding of what enables creative endeavors. What really drives iconic, transformational change on both a personal and an organizational level? From Nobel Prize–winning discoveries to new inventions to works of art, many of our creative triumphs are not achievements, but are conversions, corrections after failed attempts. Drawing on figures such as Frederick Douglass, Angela Duckworth, J. K. Rowling, and others, Lewis reveals the importance of play, grit, surrender, often ignored ideas, and the necessary experiments and follow-up attempts that lead to true breakthroughs. Smart, uplifting, and counterintuitive, this keynote will help change the way you think about creativity, innovation, and mastery: the path to success, Lewis notes, is often more surprising than we expect.

Sarah Lewis

Wednesday Opening Keynote: Andrew Davis

Momentum: How Smart Businesses Spin Extraordinary Success From Ordinary Marketing

You create awesome marketing. You’re telling a great story. You have a well-oiled production machine, and an amazing team. But you’re getting less traction with your programs. So what gives? 

It turns out that the smartest marketers in the world know that amazing creative and content is table stakes. And the secret to their success comes from predicting and promoting and strategically distributing…not praying.  

In this action-packed, hilarious, and engaging keynote session, best-selling author Andrew Davis will reveal the formula you need to replicate their success. And he’ll show you how to create the necessary momentum that guarantees stellar performance down the road.

You'll learn how paid, owned, and earned media converge to transform posts into press as well as how to use the Waterfall Effect to drive the attention of the media. Most importantly, you'll walk away knowing how to use the audience you have today to create successful momentum to carry you into tomorrow. Plus, you'll have fun learning it. Who's in?

Andrew Davis

Thursday Opening Keynote: John Maeda

 The Creative Leadership Challenge

From a chance encounter with Ann Handley in an airport somewhere, I purchased and read her book, “Everyone Writes.” I was especially interested in it because it reminded me of Pixar's “Ratatouille” and its refrain of, “Everyone can cook.” As the movie goes, we all know that everyone *cannot* cook, but having an especially talented rodent hidden inside your hat can make all the difference.

The point of this talk is to speak to the talented rodent who is inside our hat, or inside our heart, doing her/ his best to craft a career as a creative leader with a new set of skills. Or maybe we are the rodent her(him)self?

My talk will knit together bits of thinking I have found along the way as a practicing designer, educator, executive, author, and a beginner venture capitalist.

John Maeda

#ThrowbackThursday Keynote: Michael Wesch

Our Mediated Culture

It took tens of thousands of years for writing to emerge after humans spoke their first words. It took thousands more before the printing press, and a few hundred again before the telegraph. Yet today, a new medium of communication emerges every time somebody creates a new app. A Tweet or Snap here, a Yak there...and a new way of relating to others emerges, along with it new types of conversation and collaboration.

Using examples from anthropological fieldwork in Papua New Guinea, the Pokemon Universe, YouTube, university classrooms, and projections into the future, Professor Michael Wesch offers a fascinating look at the often-unnoticed but profound ways in which media “mediate” our culture and transform the way brands and companies need to consider how they relate to their clients and consumers.

Michael Wesch