This year, the 100% peer-driven educational program will be centered around 5 key themes addressing the most pressing challenges in marketing operations.
SurveyMonkey - Vice President of Product Marketing 4C - Chief Marketing Officer
Earn and keep the attention of the audiences that matter most to your business
Trust. It’s painfully hard to earn and unnervingly easy to lose. But without it, marketing doesn’t have a chance to win over buyers— or turn customers into loyal advocates of our brands. So how do we go about building the trust we need to accelerate growth?
We’ll explore how to break through the noise and get the right type of attention for brands, and what it takes to earn—and keep—the highly coveted trust of prospects, customers, and colleagues. Learn how how you can fuel growth by taking new approaches to customer proof, customer experience, and market research.
Key Take-Aways
Establish credibility with the authentic voice of your customers
Ensure your marketing promises meet the reality you deliver
Delight your customers by listening and taking action
Democratize data to empower your cross-functional partners
Multichannel & Brand StrategyFannie Mae - Senior Vice President, Strategy, Insights and Marketing
Fannie Mae is on a journey to put the customer at the center of everything we do. We’re progressing from a world where we built and handed customers what we thought they needed, to one where their needs are the driving force in how we work and what we do. In our Single Family division, we’ve co-mingled the disciplines of data & insight, classic marketing, UX/design, and agile product development to ensure that CX is central to strategy and execution at each step of the process. This work is not only transforming our organization, but will drive long-overdue transformation in the housing finance industry as a result.
Key Take-Aways
How to bring the best of all disciplines together to create a unified view of customer needs and experience
Overcoming the unique challenges of a GSE to create a customer-centric brand
How to take a broad-based view of what marketing can do
Speaker
Steve James
Senior Vice President, Strategy, Insights and MarketingFannie Mae
Marketing Technology and InnovationThermo Fisher Scientific - Director, Global Digital Marketing
1:1 B2B marketing and sales is a strategy focusing on targeted marketing initiatives and messaging to your audience. AI, data and digital are the foundation for creating personalized buyer journeys, engaging prospects and customers with relevant and insightful content. Join this session to learn how Thermo Fisher used AI and data to drive marketing and sales and accelerate revenue growth.
Key Take-Aways
Align marketing and sales with AI and data
Accelerate revenue growth
Scale 1:1 marketing
Speaker
Greg Gendron
Director, Global Digital MarketingThermo Fisher Scientific
Many technology organizations have segmented Sales and Marketing with the intent to provide greater accountability and specialization. The element of segmentation that is often overlooked is bridging the marketing and sales organization to generate the greatest unified results. The three greatest ways to accomplish this is through goal sharing, tools and metrics, and communicating a clear vision. This presentation will address those strategies backed with real-world use cases of how they have succeeded in unifying the Sales and Marketing functions for tech businesses.
Key Takeaways
How to better Sales effectiveness in Tech business
How to leverage Marketing for Sales success
Using metrics to track unified direction
Clearly identifying vision across the organization
Speaker
Daniel Tautges
Senior Vice President, Worldwide Sales & MarketingComponent Control
Brand partnerships are moving from niche tactic to mainstream tool employed by the most successful companies in the world. Drawing on her frontline experience and success, Airstream Vice President of Marketing Mollie Hansen will detail the benefits of brand partnerships. In a well-crafted arrangement, those upsides go well beyond cross-selling to include content creation, community building and opportunities for customer experiences. Mollie will also share her very specific tenets on how to identify, forge and leverage a beneficial partnership.
Key Take-Aways:
Potential brand partnerships must be evaluated on more than immediate revenue potential. The marketing opportunities might generate a larger return in the long run
A partnership must make sense to your consumers. Shared history, function, or the state-of-mind they evoke are good overlays
Take a deep dive to determine if a potential partner make real sense for you. There is often a difference between how a company describes its brand and how consumers view it
Informed Marketing with Data & AnalyticsNational Instruments - Head of Business Insights & Analytics
The most common expectations for any B2B marketing organization are to generate demand to meet business goals, enable sales to win more deals and close faster, expand reach and engage audience in target markets for long term growth, and expand “addressable market” in the long term through an understanding of customer needs to build products and services for the future. This often creates complex org structures with unclear accountability and a lack of understanding of ROI for investing in growth.
KEY TAKEAWAYS:
Marketing operating model and data-driven accountability
Data strategy to unify and break down silos
Micro level customer experience management through data
Speaker
Laxman Srigiri
Head of Business Insights & AnalyticsNational Instruments
Marketing Leadership & OperationsDental Dental - Vice President Marketing and Government Relations
Within Delta Dental, on-going communication between Marketing and Sales is the way we’ve done business since the Marketing department was started. It works. Establishing the Marketing department has enabled the Sales department to focus on sales, tripling growth. This session will examine defining roles and how sales and marketing can pick up the same songbook, sing the same song and actually harmonize together.
KEY TAKEAWAYS:
Approaching marketing through servant leadership
Understanding the “language” of sales
How alignment of sales and marketing can improve the customer experience
Tackling what matters most—keeping the customer smiling
Speaker
Missy Acosta
Vice President Marketing and Government RelationsDental Dental
Carving out a place for a new brand and its acquired companies in an already crowded health care marketplace is no easy feat. nThrive, a new kind of Patient-to-Payment™ revenue cycle management company, dealt with this challenge firsthand having to meet a six-month deadline in order to capitalize on market opportunities, satisfy client demands and effectively build a forward-thinking, next generation company that would stand out in the industry. The goal for nThrive was to become a different kind of healthcare company that offered the broadest array of services, from patient access to revenue cycle management. This first required five distinct organizations to be brought together in unity. It was crucial to strategically join all five unique work cultures in order to excite colleagues to be a part of this new company aimed at transforming healthcare. While unifying these five organizations into one, it was also important to build a new vision and mission as a new company.
Key Take-Aways
Develop a brand strategy that transcends the marketing department from the top down
Base the strategy on research to help move subjectivity
Build an emotional connection
Discover how to link the vision and all strategies together in a non-isolative environment
Marketing Technology and InnovationSendoso - Head of Growth & Co-Founder
In a world where we now need to reach our prospects & customers in multiple channels, marketers are now rediscovering the value and effectiveness of direct mail. In a highly digital world, direct mail can fit in as long as it leverages tech stack integrations, global warehouses, and analytics. Let’s take a look back at the real beginning of omni-channel marketing, direct mail and see how you can easily implement it today to reach those top target accounts.
Key Take-Aways
Using Direct Mail in ABM
Grabbing attention from hard to reach prospects
Why Direct Mail can set you apart from your competition
Marketing Leadership & OperationsJohnsonville Sausage - Vice President of Innovation
Successful transformation is absolutely critical for businesses to survive now and anywhere in the near future. The pace of change is accelerating and staying flexible enough to quickly evolve for the future is essential. Learn what it takes to survive in a rapidly changing consumer, competitive, and industry landscape.
KEY TAKEAWAYS:
What type of people do you need on your journey to transform?
Informed Marketing with Data & AnalyticsAmerican Family Care - Chief Marketing Officer
We’ll explore leading-edge ways companies are leveraging data and analytics to engage both employees and customers with their brands. Relying on proprietary data from his own company, as well as examples from other world-class brands, Koleszar traces the path from corporate culture, to technological systems and infrastructure, to data and analytics, to employee rewards systems. In the end, attendees walk away with a greater appreciation for the role these elements play in what ultimately becomes “branding by behavior”.
KEY TAKEAWAYS:
Connecting your values to your brand
Building your values into technological systems and physical infrastructure
Using data and analytics to measure adherence to your values
What are we really paying for with our advertising budgets, if not for a brief moment of consumers’ time? Achieving that is becoming increasingly difficult given media fragmentation, chord-cutting, ad-load, screen-clutter, ad-format proliferation, viewability, fraud, and others. To get a clear handle on the issues impacting consumer attention and the implications for ad effectiveness, we decided to go straight to the source, the advertisers.
Key Take-Aways
The state of consumer attention in digital video advertising today
How to capitalize on the economies-of-attention for cross-screen video
How to achieve breakthrough ROI from your video advertising campaigns
Multichannel & Brand StrategyAmida Care Inc. - Vice President Marketing and Communications
This session explores how companies and organizations can generate media coverage on social issues related to their mission and goals—and increase brand awareness in the process. The case study presented focuses on Amida Care, a New York City community health plan that specializes in providing health coverage and coordinated care to people with chronic conditions. Amida Care has developed and executed a strategic communications plan around key issues that affect the populations it serves, which has generated hundreds of media placements — including in major media outlets such as Newsweek, The New York Times, and Politico — that have raised brand awareness and supported marketing goals.
KEY TAKEAWAYS:
Leverage your organization’s brand assets, strengths, and points of difference to craft an effective media strategy that supports your marketing
Learn to identify the topic areas and story angles that are best aligned with your mission and goals
Develop content and campaigns that can be re-purposed in multiple communications and marketing channels
Speaker
Teri Wade
Vice President Marketing and CommunicationsAmida Care Inc.
Learn which attributes drive success in leading marketers and the value of these attributes in the people hired. Having a specific skill set is certainly valuable, but absent of these qualities, success is short-lived. We’ll examine fostering the following three attributes in hiring and marketing management: 1. Curiosity: a leading indicator for successfully navigating the world of new technologies and trends. 2. Initiative: Leaders succeed when their teams take initiative and are comfortable surfacing good ideas with follow-through and actionable results. 3. Comfort with Ambiguity: In the hiring process, it’s important to be straight forward with candidates about the amount of ambiguity that exists in the organization and marketplace.
KEY TAKEAWAYS:
Why you shouldn’t be afraid to hire for qualities vs. skill-set
Attributes for bringing forward flexibility in teams and enable innovation
Why leadership must walk the walk – a leader who lacks curiosity, initiative or comfort with ambiguity won’t instill this in others
Marketing Leadership & OperationsStratus Technologies - Vice President Global and Corporate Marketing
Learn how equity-owned Stratus Technologies transitioned from a classic geo-centric sales lead channel GTM into a globally aligned and integrated sales and marketing machine, catering to new markets and buyers leveraging digital and content with significant results.
KEY TAKEAWAYS:
What you need to achieve marketing and sales alignment in four different geo’s
How to get results with digital that your board and CEO care about
Scaling content from crawl to run across the globe
The three things you need to get marketing attribution right
Speaker
EJ Schmidt
Vice President Global and Corporate MarketingStratus Technologies
Increasing brand awareness, affinity and recognition requires a robust cross-platform brand strategy. In an environment where brands are encouraged to over target their consumer, Maria will share best practices for how to break through the clutter using data and tactics, such as identifying people surrounding the consumer to influence the acquisition and identifying advertising channels that work using return on investment models.
KEY TAKEAWAYS:
Generate creative ideas to position your brand
Tell your story directly to your target audience by using creative, messaging and brand voice
Quantifying the impact of your advertising with attribution, allowing marketers to analyze results throughout the purchase funnel
Speaker
Maria Weaver
Senior Vice President, Global MarketingComcast Cable Advertising
Marketing Leadership & OperationsOptimum Healthcare IT - Vice President, Marketing
While some companies make the leap, others do not. How a leading healthcare IT consulting firm decided to add a marketing function and then watched the results lead to success. Creating the vision and building the right team to execute that vision are key responsibilities of being a marketing leader. One of the most important attributes of leadership is to provide clarity – clarity of vision, clarity of plan, and clarity of responsibility. The marketing teams that are most effective at taking vision to reality know where they are going, why they are going there, how they’re going to get there and who is responsible.
AI – everyone’s talking about it, but what is it, really? There are a selection of companies out there right now that are experimenting with machine-learning capabilities, analytics, and more. However, this can actually backfire and pose a problem because AI is an umbrella term with several components (and sub-components) that can be leveraged in many different ways. Yes, it can help marketers make a bigger impact, stay competitive, creative efficiencies and better understand audiences, yet there’s still a big question mark when we look at AI technology. From AI’s theoretical origins to its many disciplines, it is still a little understood phenomenon that requires clarity and education. This discussion will delve into the facets of Artificial Intelligence to set up an intelligent conversation surrounding its potential impact across the enterprise and your customers.
Key Takeaways
What is AI?
How can it be applied to marketing and business use cases?
Why you should care about AI, especially in a GDPR world
Multichannel & Brand StrategyTrend Micro, Inc. - Senior Vice President of Global Marketing
Building the right product means nothing without a compelling, consistent story to promote it. Additionally, getting the narrative right can be an agonizing process. However, if it’s done right, it can have lasting and measurable effects. Your organization will embrace it. Salespeople will repeat it. Market influencers will endorse it. And customers and prospects will feel like you are speaking directly to them.
Key Takeaways
Receive tips and guidance not only for creating memorable and meaningful messages for a product, service or company, but also for getting the story out to market
Gain strategies for creating memorable and meaningful messages for a product, service or company, as well as for getting the story out to market
Learn to improve your own messaging and marketing mix
Speaker
Leah MacMillian
Senior Vice President of Global MarketingTrend Micro, Inc.
Digital Marketing & Content StrategyPlanes Companies - Senior Vice President of Strategy & Marketing
The moving, warehousing & transportation industry is going through significant transition. Driver availability, finding quality labor and maintaining fleet capacity are creating challenges in providing quality services. Added to changes in the way customers buy online services, advancements in technology and evolving competition, organizations like Planes’ are facing extreme pressure to dramatically redefine their customer experience. Planes devised a two-part strategy: create a new set of internal core principles and clearly redefine aspirational customers and their buyer journeys to enhance personal engagement while improving company revenue and operational performance. Throughout the implementation of the strategy, Planes’ core principles of T.E.A.M became our external brand message; our WHY. The buyer journeys became our purpose, our WHAT. These two outcomes have given Planes’ a roadmap for reinventing our customer experience – our HOW. This session will detail our approach and how the outcomes have changed both our internal and external brand experience.
KEY TAKEAWAYS:
Developing core principles (T.E.A.M.) that drives dynamic engagement both with internal team members and customers
The process to define our aspirational customers and the creation of buyer journeys focused on engagement and personal connection
How our approach of placing people at the center of our strategy enhanced the overall outcome, improved communication and created a framework for genuine collaboration
Driving clarity and cohesion between the internal and external expression of your brand message
Speaker
David McGlynn
Senior Vice President of Strategy & MarketingPlanes Companies
Multichannel & Brand StrategyPampered Chef, A Berkshire Hathaway Company - Director, Consumer and Field Marketing
This session will explore how Pampered Chef is modernizing our marketing approach and brand touchpoints (marketing and digital experience on website, consumer marketing, data-driven/segmentation). Learn how we are establishing brand relevance for our target audience, as well as some things we’ll be testing this year – community partnerships, pop-up shops, lead generation & conversion programs, field enablement – the full 360 degrees.
KEY TAKEAWAYS:
Consumer-focused brand transformation approach
Examples of actionable brand pyramid and framework
Flexible experience design approach
Examples of high-impact analytics-driven marketing examples
Speaker
Charlene Joese
Director, Consumer and Field MarketingPampered Chef, A Berkshire Hathaway Company
Digital Transformation & Content StrategySofidel - Vice President of Marketing and Sales
Within the topic “How B2B Brands Use Account Based Marketing to Grow Lifetime Customer Value” we will examine a pragmatic and simple example on how Sofidel leverages ABM and social media/new technologies to segment, target and position its value-added offer (note, not anymore just products). It’s a triple win approach creating value for Sofidel, Distributors and end customers.
Informed Marketing with Data & AnalyticsCopperPoint Mutual Insurance - Assistant VP Data Science & Analytics
Most predictive analytics and AI efforts fail to reach their full potential because it is not always easy to understand how different strategic choices and operational tactics will impact business KPIs in the long run. Current analytics methods can optimize marketing mix for clicks or provide personalized recommendations, but cannot anticipate unintended consequences around profitability, competitiveness, and resource impacts. This session will discuss a case study describing emerging prescriptive analytics techniques using digital twins. The digital twins are individual level representations of your customers created using techniques from AI, behavioral economics, and Game Theory. These models can help CMOs understand and demonstrate long-term business implications of various marketing decisions.
KEY TAKEAWAYS:
Learn how AI methods based on behavioral digital twins can let CMOs understand broad business implications of marketing decisions
How a leading financial services organization leveraged these methods to help senior executives avoid costly mistakes and optimize their marketing spend
How CMOs can use these data-driven techniques to demonstrate to their business partners how marketing decisions impact business KPIs over a broad range of scenarios
Speaker
Bipin Chadha
Assistant VP Data Science & AnalyticsCopperPoint Mutual Insurance
Marketing Technology and InnovationSpok - Senior VP, Marketing
The five whys is a simple question-asking technique that explores cause-and-effect relationships. Although it is often used to identify underlying root causes of problems in quality improvement processes, it can be very useful in other analyses as well, including how to build the right Martech stack for your organization. I will share some examples of how we used the five whys to guide our technology choices and how we combined every-touch attribution with deep analytics to achieve results we didn’t think possible. I’ll talk about why I believe a Martech stack with every-touch attribution is the most powerful tool in B2B marketing today.
KEY TAKEAWAYS:
The five whys root cause analysis technique is essential for deep understanding of root cause
The five whys technique can be deployed to guide the right Martech stack for your organization
A Martech stack with every-touch attribution is the most powerful tool we have in B2B marketing today
Using some examples, learn how a sophisticated Martech stack can be partnered with a thoughtful analysis to take the value of marketing to the next level
Speaker
Donna Scott
Senior VP, MarketingSpok
TuesdayNetworking
Networking Lunch
STEERING COMMITTEE
Experienced marketing leaders help us design a relevant and 100% peer-led educational program.
Scott VirklerChief Product Officer, Senior Vice President Products
McGraw-Hill Education
Steven CooleyAssistant Vice President of Digital Marketing
Finance of America Reverse LLC
ATTENDEES
Over the years Quartz Events has hosted senior-level executives from over 80% of the Fortune 100 as well as thousands of up and coming mid-market organizations.
"The Connect CMO Leadership provides you with access to your peers from across the country in a great environment filled with thought provoking discussion and questions. There are numerous educational sessions with top notch speakers that you can engage with. I would highly recommend attending this event for the entire experience which is first class from start to finish."
"At most conferences, I dread walking the expo floor because I’m swarmed by sales guys that are only interested in getting my email address or in making the hard sell. Connect CMO’s arranged meeting format with the technology platforms totally nullified this though. I felt like I could have much more meaningful conversations because they weren’t distracted by 4 or 5 other ‘bigger fish’ and there was a time limit to ensure that I wasn’t trapped in an overly aggressive sales pitch."
"What pleased me most was the candid nature of the conference. Presenters dove fairly deep on subject matter, while networking with fellow attendees offered learnings from their own environments. Marketing executives who often feel the churn will find value and leave refreshed by the high-level content paired with well-matched exhibitors/sponsors."
"The Quartz CMO Connect Summit provided us with a great opportunity to tell our story to decision-makers followed by an unbelievable 66 1x1 meetings in 1.5 days. Our sales team was through the roof with happiness."
Soon to be the leading executive conference hosting 500 senior-level marketing professionals each year. In the last decade, Quartz Events has produced more than 50 large scale conferences across America.
HAVE QUESTIONS?
Here is a quick FAQ to help you get started. For more information contacts us, we're happy to talk to you.
The cost of producing the event is underwritten by the exhibitors, allowing attendees to secure complimentary full access conference passes which include:
Full access to event including educational program
$200 flight reimbursement for attendees outside a 100-mile radius of the venue
1-night hotel accommodation
All meals including breakfast, lunch, refreshments, cocktail receptions, and dinner
Personalized schedule covering educational sessions and research meetings targeted to your needs and interests
The most important thing is taking the time to thoroughly complete your registration as it allows us to personalize your experience based on your needs and interests. You will have a chance to update your registration before we start scheduling sessions and meetings. Then all you have to do is attend the event as per your schedule.
Our flight reimbursement is limited to 2 per company for attendees outside a 100-mile radius from the event. You will receive a personal check at the end of the event, after you have completed your schedule of research meetings with exhibitors.
Based on the details of your registration, we carefully select up to 10 best-fit exhibitors for you to connect during informal 25-minute meetings. Don't worry, you get to approve both your sessions and meetings schedule before the event.
If you are actively interested hearing peers discuss new best practices, establishing new benchmarks and deploying strategies to drive growth or to find new solutions for your marketing operations then you are an excellent candidate to attend. We are looking for executives with genuine needs for new solutions and who have buying influence or authority. Typical titles include: VPs, SVPs and C-level Executives in Marketing, Brand, Digital, Customer, Data and Analytics.
Our Schaumburg hotel accommodations boast stylish design and luxurious comfort. Located in an accessible hub with a sophisticated collection of retail and culinary options such as Sam & Harry’s and Woodfield Mall, this Schaumburg, Illinois hotel serves as an indigenous ambassador for entire Chicagoland area…and a gateway for the entire Midwest.
Accommodations must be booked through the conference organizers and not through the venue directly. We cover the first night and offer a discounted rate. Spouses welcomed. For reservations please contact:
The nearest airport is Chicago O'Hare International Airport (ORD), which is less than 15 miles away. Alternatively, you may fly into Chicago Midway International Airport (MDW). This hotel does not provide shuttle service. Taxis are readily available at the airport.
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