The CONNECT Steering Committee consists entirely of your contemporaries, meaning we tackle the themes that have profound significance to your performance as a marketer.
Is content still King? This track is designed to examine the impact of brand-driven storytelling, the importance of building the right narrative and the unique strategies to elevate your content in order to engage with highly targeted audiences and attract new customers.
This track was developed to help better understand where your customers have been, how they’ve interacted with your brand, how to get this information and why you should care about it. Learn new ideas and strategies on how to use customer journey and engagement analytics to understand and engage with individual customers on a personal level.
Consumer demand for relevant messaging and the shift of focus over to data has forced marketing professionals to invest more and more in personalized marketing and data-driven experiences. This track will delve into this booming trend that’s changing the way marketers’ market.
High Profile Speakers
Strategic endeavors and skillful insights from 30+ seasoned executives address the challenges in today’s marketing landscape.
New Relic - Sr. Director, Customer Marketing SurveyMonkey - CMO
Customer stories are powerful sales assets and much needed fuel for marketing campaigns, but how do you successfully recruit top customers to participate and share their stories? In our session with New Relic, we’ll reveal how to build positive customer relationships by leveraging cross-functional partnerships and leaning on good old fashioned etiquette, as well as discuss how you can leverage customer stories across the business to maximize impact and achieve your key objectives. Join us to learn best practices for making your customer advocates feel acknowledged and empowered, energizing your team around their vested interest in customers’ success, and creating a mutually-beneficial experience.
Key Take-Aways
Learn best practices for making your customer advocates feel acknowledged and empowered
How to get your team energized around customers’ success
How to tie customer marketing to real business impact
Customer Journey and Engagement AnalyticsCoorstek - Chief Commercial Officer
How customers purchase is more complex than ever before. People are changing jobs more frequently. Companies are evolving quickly. New competitors are entering the market. It’s more important than ever that we understand the thoughts, feelings and actions of our customers. Who are they? What is life like for them on the job? What influencers are knocking at their door? How can we become a partner that delivers solutions and helps them innovate and prepare for tomorrow?
CoorsTek is a dominant player in the ceramics market offering global manufacturing support. Yet the potential exists for them to strengthen their perception as a leader by understanding their customer’s decision-making process, their mindset and targeting what matters most to them through a transformational Customer Journey.
Key Take-Aways
How to create a Customer Pathway that reflects the mindset and actions of your customers
How to create a Company Pathway that aligns with the customer’s pathway
How to develop and use Customer Personas (profiles) to build understanding and drive engagement
How to strengthen your company perception as a partner and leader with your customers
Connecting Strategy, Technology and ExecutionIBM - Global Product Marketing
Marketing isn’t what it used to be. You’ve got big data. You’ve got artificial intelligence. You’ve got GDPR and agile workflows. All of which ladder up to the holy grail of creating an ever-better customer experience. If you want to compete in this rapid digital world, you need to make your customers happy. Constantly. In this session, you’ll learn about 9 of the trends you can’t ignore that will drive the world of marketing in 2019.
Key Takeaways:
How leveling up your talent is key to maintaining the best customer experiences and marketing technologies.
How the Director of Marketing Data is now the hottest new role.
How Artificial Intelligence and machine learning are making hyper-personalization a reality.
How GDPR can help marketers tighten up data hygiene and build more customer trust.
Brand-Driven Storytelling and Elevating Your ContentWarner Bros. - Vice President, Franchise Management & Marketing
Fans of your brand are no longer just consumers, but the creators, the collaborators, the influencers of culture. Through elevated approaches to experiences, products, and social conversation, we can connect with our fans in increasingly surprising ways and ensure our brands stay organically relevant. In this session, we’ll dive into specific examples of how popup shops, product collaborations and influencer marketing have engaged new audiences for an entertainment portfolio that has been delighting audiences for nearly a century.
Key Take-aways:
How to tap nostalgic trends and drive relevancy for new generations
The importance of aligning every fan engagement to foundational cultural pillars
Approaches to flexible content plans that can be applied across any channel.
Customer Journey and Engagement AnalyticsHighmark Health - EVP, Chief Marketing Officer
Allegheny Health Network had a quality perception problem, but instead of making promises, they showed the #LivingProof. Dozens of extraordinary, in-the-moment patient care stories connected deeply with raw emotion, changing both perceptions and behaviors. We’ll see how Highmark Blue Cross Blue Shield Delaware enlisted a beloved state bird, the Blue Hen. It stood out as clever and authentic, just like the proud Delawareans who chose to count on Blue.
Key Take-Aways
Relevant insights culled from healthcare consumers — to develop authentic creative that resulted in Highmark Health named among the Top Ten Most Effective Marketers in North America at the 2017 Effie Awards.
How Cindy’s team applied retail marketing best practices, resulting in two of the most disruptive, effective campaigns of 2017.
How the campaigns thwarted major threats to Highmark Health brands.
Leveraging emotion through Proof and Blue Chickens.
Connecting Strategy, Technology and ExecutionMercer - Partner, CMO, US Health
B2B buyer research shows that decision-makers are 60-80% of the way through their buying journey before they make first contact with sales. Growth strategies to generate demand from an existing market or enter a new market require deep insights into the customer journey to engage with the right touchpoints at the right channel at the right time. As CMO of Mercer’s US Health business, VJ Bala will share an 80-year old professional services firm’s journey in transforming engagement across digital and traditional channels through a scalable approach to grow pipeline and revenue. You will learn about utilizing voice of customer research and engagement data analytics to map the true customer journey and craft data-driven marketing campaigns that click.
Key Take-Aways
Understand engagement “path to purchase” based on digital and offline touchpoint data from ideal customer wins and sales pipeline to map the true customer journey
Apply engagement insights to design marketing campaigns for conversion using the right mix and sequence of touchpoints pre / during / post purchase
Enable channel partners (consultants, sales) with campaign activation tools that incorporate engagement insights for improved response
Integrate CRM, marketing automation, third party and offline customer engagement data with a business intelligence (BI) tool to gain unified view of touchpoints across channels
Brand-Driven Storytelling and Elevating Your ContentMarketo, an Adobe Company - Chief Marketing Officer
In a world where customer experiences are fragmented and a technology landscape of more 6,800 different options can overwhelm any marketer, what’s a CMO to do in their first year on the job? Join this session for candid reflections and actionable insights from Sarah Kennedy, who took the job as Marketo’s Chief Marketing Officer and led her organization through a year of fearless marketing and an eventual acquisition by Adobe. You’ll hear about the major wins and epic fails, as well as why “fearlessness” was the red thread through it all.
Key Take-Aways
Discover how to tap in your customers to drive your business.
Learn why a marketer’s level of tension with Sales directly correlates to their value to the organization.
Understand the importance of making your CFO your best friend, and why overspending is not the cardinal sin.
Feel empowered to build your inner circle and all-star leadership team even in the middle of constant change.
Connecting Strategy, Technology and ExecutionDemandbase - VP, ABM Strategy, Field & Channel Marketing
While surveyed marketers believe AI will be transformative and help drive measurable business outcomes, fewer than 20 percent are actually using AI-powered applications today. All that is about to change and it’ll be easier than you might think. Join this session to see real-life examples of how organizations are using AI to improve sales and marketing alignment and boost pipeline generation.
Key Takeaways:
Why you need to leverage AI for sales and marketing initiatives.
How AI-based audiences and personalization can increase conversion rates.
How AI-based sales outreach impacts your bottom line.
Speaker
Jessica Fewless
VP, ABM Strategy, Field & Channel MarketingDemandbase
Customer Journey and Engagement AnalyticsBMW - Head of Consumer Insights
More so today than ever before businesses have an unprecedented opportunity to listen to their customers about all aspects of their business. As Head of Consumer Insights at BMW, Jeff Hamilton will speak about the BMW’s journey from instinct to insight leveraging customer analytics, specifically text analytics. During this presentation, you will gain insight into the steps a 100-year-old manufacturer of automobiles took to enable cutting-edge digital services and open up an unprecedented communication channel with customers.
Key Take-Aways
Lessons learned from a digital transformation of a traditional manufacturing organization
Connecting Strategy, Technology and ExecutionDMA l Digital Marketing Agency - CEO
The traditional marketing funnel accepts anyone and swallows whoever it can. Advanced marketers are starting to efficiently leverage content to target niche audiences and embrace personalization. Reaching out to people who are more likely to be interested in your brand is not only more cost-efficient; it’s also more sustainable and less time-consuming. Consumers do not want businesses to gloss over them; they seek legitimate trust and genuine relationships.
Key Take-Aways
How to combine consumer trends and customer expectations to execute marketing magic
How to keep up with emerging technologies and ever changing consumer behavior
Why the traditional sales funnel is not the solution in a mobile first generation
Connecting Strategy, Technology and ExecutionPerkinElmer - VP, Head of Marketing
What does it take to transform a marketing organization that is disconnected from the business and under-performing its peers to a high performing team, delivering best in class results that fueled top line growth?
This “from the trenches” session will share best practices, and provide practical advice on how to connect strategy, technology and get an organization executing and transform the impacting marketing has on your business.
Key Take-Aways
How to assess the current state to identify what to work on first
How to shift the mindset of key stakeholders and marshall the team
How to measure success, and get buy-in for further investment
Connecting Strategy, Technology and ExecutionArcserve - Chief Marketing Officer
Too often marketing is misunderstood within the highest levels of the company, because of an inability to fully internalize what we do and why. Are you caught in a circular conversation with your most important stakeholders telling you that marketing isn’t delivering? Do you have advocates outside of the function that could champion your organization and quantify the value you bring to them? Could you, today, justify your spend in a way that stakeholders would agree and support? These are common struggles we face as marketing professionals, but there are ways to mitigate and address them.
Key Take-Aways
How to establish credibility with external stakeholders at the individual, team or organizational level and break the traditional perceptions
Be introduced to a framework to quantify marketing’s contribution to the corporation
See and develop examples of real-time application with marketing’s ability to influence revenue, market perception and sales enablement
Talk through your real-life scenarios and develop a working plan that you could execute tomorrow
Personalized Marketing and Data-Driven ExperiencesLattice Engines - Vice President of Marketing
You’ve no doubt heard about how AI and data are poised to drive personalization at scale. McKinsey points out that “Targeted data-driven campaigns drove 10x higher conversion”.
But how do you get started? In this session you will learn the following:
Key Takeaways:
Three actionable ideas on how to start personalization at Scale using AI and data
What companies like Adobe, Dell, Verizon, and others are doing
Connecting Strategy, Technology and ExecutionSpace Needle - Chief Marketing Officer
Brands typically see digital technology as a way to woo customers. But why stop there? Why just woo customers when you can wow them? By providing interactive outlets for your customers, you have the chance to personalize their experience and deepen their connection to the spirit of your brand. Karen Olson will use the Space Needle as a case study in increasing customer engagement, and ultimately boosting brand loyalty, through interactive experiences.
Key Take-Aways
Your customer is changing
Technology in changing
It’s not about technology. It’s about fascination.
Use the technology your customers are already using to turn every customer into a fan.
Brand-Driven Storytelling and Elevating Your ContentBig Brothers Big Sisters - Vice President, Marketing
Big Brothers Big Sisters recently repositioned its brand in a nationwide effort across 270 affiliates. Following 100 years of success as a leading nonprofit focused on youth mentoring the agency recently experienced a significant decline in the number of volunteers recruited and the number of youth served, while revenues remained stagnant. National research showed that the organization’s logo and identity were not representing it accurately or effectively among targeted constituencies, including young professionals. The outcome was a bold transformation designed to raise awareness of a vital mission, strengthen the National Federation and each affiliate, recruit more volunteers with an emphasis on men and specifically men of color, and serve more disadvantaged children.
Key Take-Aways
Research required to provide strong business case for a national rebrand.
Benefits of a national marketing task force to coordinate 270 affiliates through major brand repositioning.
Importance of a strong brand partner and process of gaining consensus across many constituents.
Effective digtial, print and media assets required for a successful rebranding launch.
Brand-Driven Storytelling and Elevating Your ContentAEG - Head, AEG Studios, AEG Global Partnerships
Content marketing is on the rise. As brands continue to utilize this strategy to engage audiences and capture hearts, there’s a growing focus on the role of storytelling. How do you tell an impactful story in the digital age? What role does technology play and is there a business case for diversity? This topic explores the keys to making innovative content, how to use creativity to amplify traditional storytelling channels, and why inclusive stories lead to better business.
Key Take-Aways
How brands and content creators can be better representations of culture through creative storytelling, and why this is important now.
How emerging digital technology (AR/VR 360-video, social media etc.) is shaping the development of branded content as well as where opportunities exist for marketers and brands in the future.
How business, diversity, and storytelling collide in content marketing: how to tell an impactful story in the digital age, how to use creativity to amplify traditional storytelling channels, and why inclusive stories lead to better business.
Best practice in creating meaningful branded content and a number of AEG Studios’ branded-content campaigns, including Renaissance Hotels, Uber, H&M and American Express.
Customer Journey and Engagement AnalyticsCSAA Insurance Group - EVP, Customer Experience & Marketing
Customer expectations for brand experience are rising, and a personalized experience that fits their schedule and lifestyle is expected. Data and analytics are crucial when creating a winning customer experience strategy.
Key Take-Aways
The data and analytics journey is never-ending, but it’s critical to business success
As the bar for performance continues to rise, we must take the time to understand and leverage available marketing tools, platforms and capabilities
With these tools, it’s possible to deliver consistent value and a superior customer experience
Speaker
Linda Goldstein
EVP, Customer Experience & MarketingCSAA Insurance Group
Personalized Marketing and Data-Driven ExperiencesInstapage - Founder & CEO
The biggest inefficiency in the $273B digital advertising industry is turning ad clicks into conversions. Today, less than 3.75% of visitors convert into leads or customers, leaving billions of dollars wasted in advertising budgets. This is unacceptable in today’s age of data and information.
1:1 ad-to-page personalization is the best way to address this inefficiency and the data you already possess can turn more clicks into customers. Discover how to unlock the same personalized experience provided in the advertising and marketing automation phases of the journey and use it during the conversion process.
Improving ROI, reducing ad spend, and delivering more conversions is as easy as making visitors feel like you’re talking directly to them, one-on-one.
Key Take-Aways
Why post-click personalization will be the biggest driver of ROI improvement in 2019 and beyond.
How to 6x your conversion rate with 1:1 ad-to page personalization.
How to personalize the post-click experience with the same data used in your advertising campaigns to give a consistent journey from ad to customer.
Personalized Marketing and Data-Driven ExperiencesSAP - President of Corporate Marketing
With intelligent marketing, we are moving away from simply selling products or services to delighting customers. Alison will discuss how companies must transform for customers as their needs evolve. In the digital era, every customer dialogue needs to be personalized with content that is timely, relevant and contextual throughout the customer journey. Companies who are able to prioritize customer obsession will be able to activate and engage more customers.
Key Take-Aways
Learn how companies are using AI to create more engaging customer experiences
Determine which types of customer data can enable personalized experiences along the journey
Take a customer-centric look at your brand’s value proposition
When the Trimble team deployed the Allocadia platform they knew it would help them drive better transparency around their investments, so they had a clear picture of where money was being spent and how those investments were creating value for the company. What they didn’t realized would happen is that Allocadia helped drive change management processes that led to improved team alignments that have overall enhanced the experience for the marketing organization. Join this session to learn:
Why Finance now has full confidence in how Marketing is forecasting and spending against their budgets, leading to fewer surprises and better foresight
How different marketing groups are having more positive experiences because they no longer have budget surprises that negatively impact their programs
How Trimble is taking their learnings around financial management to impact change at a macro level for the marketing team
Customer Journey and Engagement AnalyticsIntuit ProConnect - Vice President of Marketing and Analytics
Oftentimes skills in math and analytics are deemed unnecessary in marketing. Patti Newcomer, VP of Marketing at Intuit’s ProConnect Group, would passionately disagree. With over 20 years of experience and a background in engineering, Newcomer knows analytics are key to driving success – especially when it comes to delivering excellence to the customer. She will share how her teams lean into researching customers on a deeper level through building customer empathy and what Intuit calls Customer Driven Innovation. She will dive into how her team overcomes challenges and exceeds expectations through data, engagement and focusing on the customer to ensure marketing always has a voice.
Key Take-Aways
To be successful, Newcomer believes you should listen to customers so well, that the line between the marketer and the customer is nearly nonexistent. At Intuit, she encourages her team to talk less and observe more to gain authentic insights from the end customer.
It’s critical to have customer insights and pair it with knowledge of the product, and the technology. From there you can innovate in ways the customer couldn’t actually think of. Newcomer calls this Customer Driven Innovation.
B2B marketing is uncertain enough, so if expenses are tight, and you can’t measure your success and your impact, then you’ll never persuade your audience that the investment is worthwhile.
Remember to use analytics to focus on outcomes and results to bring marketing to the forefront of the business – no matter the size of the company or business unit.
Speaker
Patti Newcomer
Vice President of Marketing and AnalyticsIntuit ProConnect
Connecting Strategy, Technology and ExecutionMORSCO - Chief Marketing Officer
Like a digital hamster, most companies are compelled to keep doing something online. Get behind the hype and trends and make a real difference. Orchestrate digital transformation focusing on the value chain, customers, salesforce, operations, and data… not just the ever-changing ecosystem of technology. Discover how you can truly change the game and your career: think big, start small and start now
Key Take-Aways
Share a Vision: Collaborate, iterate, make it real, and relate it to key stakeholders
Explore real-life case studies: influencing organizations to make decisions
Reach customers and sales reps are on the go. The convergence of CRM, mobile and commerce enable salesreps to drive the brand daily. Eliminate channel conflict and focus on driving market share
Lead Outside in CX: proven methods to ensure relevancy through the customer’s entire process and explore the impacts of who owns it, relevant content, and how to maintain organizational support
IBM - Partner, NA Marketing Platforms Leader, Global Business Services
Modern marketing requires organizations to reinvent themselves–using technology and data to create human experiences that deliver business value. To succeed, IT and Marketing must work together to engineer marketing into the operational fabric of the business. How do you use data and technology to elevate the customer relationship? How do your customers really feel, in every interaction? See breakthrough innovations from global leaders driving transformation and business growth through marketing.
Speaker
David Novak
Partner, NA Marketing Platforms Leader, Global Business ServicesIBM
Connecting Strategy, Technology and ExecutionMagnolia - General Manager, North America
There are nearly 7,000 marketing technologies on the market. Each one claims to help your marketing team do something better, whether it’s managing content or generating leads.
How do you decide which tools really deliver? More importantly, how do you bring these tools together to build a martech stack that increases your team’s efficiency and helps them create more engaging experiences for customers?
Find out during this presentation from Magnolia, content management system-provider for leading brands like New York Times, JetBlue and Avis.
Key Takeaways:
How to evaluate the effectiveness of your organization’s current martech stack
What to look for in new solutions to ensure they’ll work well with your existing technologies and on their own
Different ways to build out an integrated stack that achieves marketing goals
How to ensure your stack can scale with your organization
Personalized Marketing and Data-Driven ExperiencesBNY Mellon - VP Marketing Analytics
In an age where consumers are faced with a myriad of diversions such as websites, social media, and other communication platforms, marketing content across all channels is increasingly competing for attention in a vast sea of digital distractions.
As a marketer, you need to be a lot smarter and consider the best tools at your disposal in order to make your voice heard amongst all the noise. It’s a common misconception that the email is dead, or dying, in a sea of social and digital platforms.
As one of the best tools to accomplish a one to one marketing approach may very well be the good old email.
Key Take-Aways
Make it relevant to your audience
Learn through data and testing
Emails should be an integrated part of your global Marketing strategy
Cross functional alignment is a key success factor for tailoring the right message to the right audience
We may not be the most prolific or well-followed company in social media, but educating our leadership, changing culture and building a social media program was a critical issue that most did not even realize had become a problem.
How Leggett & Platt began the recapture and management of over 100 rogue social media accounts, developed a workable policy and started making social media work for instead of against our various companies.
Key Take-Aways
Ignoring social media does hurt your brand and reputation
You employees, competitors and staff are filling your social media vacuum
A policy can be developed that legal, HR, Communications and Marketing can all support
Your detractors and party poopers can be your best social media contributors
General Assembly - Director - Credentials in Curriculum Development
Today’s marketers have ever-increasing responsibilities across technology, data, multiple channels, optimizing ROI, and more. However, there is a clear disconnect emerging in relevant skills, given individual roles are becoming increasingly narrow and specialized, which creates silos of digital capability. In this talk, you will learn ways to effectively understand the capabilities of your marketing team, assess their skill level, and decide the best way to invest in their development.
Key Take-Aways
What is driving the digital skills gap?
What is a common framework we can use to describe career paths and critical skills in the profession?
Where should you focus investment to drive your team’s development?
Speaker
Marcela Heywood
Director - Credentials in Curriculum DevelopmentGeneral Assembly
TuesdayNetworking
Lunch
Executive Steering Committee
Experienced marketing leaders work with us to focus our program on the developments in marketing that will move the needle at your company.
Jennifer LashuaDirector, Digital Marketing, Media & Creative
Intel
Darryl SharperVP, Digital Marketing and GM, Verical
Arrow Electronics
Rebecca HoeftChief Brand Officer
Sunrise Bank
An Esteemed Audience
Over 80% of the Fortune 100 joins us each year for what has been voted the “most effective trade show” for over a decade. Use our tools to demonstrate ROI to your C-Suite.
CONNECT CMO is an invitation-only trade show for marketing executives that bridges you to the most profitable solutions and information for your crowning priorities.
Have Questions?
We’ve answered a few FAQs to get you started. For any other questions, please don’t hesitate to contact us!
The cost of producing CONNECT CMO is underwritten by our sponsors, who are more than willing to make the investment in such an exclusive audience. Your pass includes:
Personal concierge and custom schedule
Access to all programming and speakers
Overnight hotel accomodations
5 star onsite catering
$200 travel voucher
Personal meetings with leading solution providers of your choice
The most important thing you can do is take the time to complete your registration. Your registration is the basis for all of our methods of personalizing your experience. The more accurate and complete your registration is, the easier it is for us to select opportune sessions and schedule private meetings for you.
Flight reimbursement is limited to 2 attendees per company for those traveling over 100 miles to attend. A check is delivered to you personally 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 meet with. You’ll have the opportunity to approve both your sessions and meetings schedule before the event. Each meeting is 25 minutes long and focused on solving a specific priority you have a listed.
We are looking for executives with genuine needs for new solutions and buying influence or authority. Invitations are extended to Directors, VPs, SVPs and C-level Executives serving all key marketing functions.
Your conference pass includes overnight accommodations, travel reimbursement, meals and cocktail receptions.
The Hotel
Gaylord Rockies Resort
A sweet sanctuary, just minutes beyond the Denver airport in the idyllic City of Aurora, Gaylord Rockies Resort & Convention Center offers sumptuous accommodations, utopic mountain views, and a lavish breadth of amenities to make your stay top of the line.
As a gateway to the Rockies, Gaylord Rockies offers memorable experiences to guests with first-class restaurants, a luxurious spa and salon, diverse shops, winding waterways and picture perfect sunset views. Rustic alpine charm and exciting “open-air” activity make this Rocky Mountain Front Range retreat an adventure in itself.
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