Please join the Chief Marketing Officer for Cisco Webex as she discusses the transformation of remote working.

Sales leaders of resilient organizations are masters of not only reacting to adversity but also using headwinds to adapt and come out stronger. This session will provide a model for how to develop and guide successful change within your team. It will show what actions successful leaders take when facing headwinds to develop skills and mobilize change inside their company.

Please join the VP of Marketing at Google Workspace he discusses how COVID-19 has impacted the marketing industry, what’s here to stay, and how Google marketers found new ways to think, storytell, & grow to help the world navigate new ways of working and living.

Please join the Head of Global Sales Enablement for Juniper Networks as she discusses sales enbalement in our ever growing virtual society.

Digital marketers love to talk about impressions and clicks, but most businesses run on leads and sales. This session presented by Peter Platt from Accountable Digital will provide strategies for how to measure the impact of your digital efforts in ways that are meaningful to your business results. He’ll share data on trends from the leading digital platforms (search (paid & organic), social, display, video & virtual events) and how to assess impact from each. He’ll also share examples of how to build meaningful reports for team leads, management & sales.

Let’s face it: 2020 flipped B2B marketing upside down and around again. And buyers still hold all the cards – as they should. The way they research, evaluate, and make purchase decisions has fundamentally changed. Buyers expect marketers to deliver a qualitatively different experience than ever before. Tried-and-true strategies like ABM and traditional demand gen no longer serve up enough of the right mojo to deliver on pipeline and revenue. Marketers who want to stand out and succeed in this era need to tap into a kind of x-level efficiency and precision we’ve not seen before. The good news is there is a way to meet your buyers where they are. Welcome to precision demand marketing.

As the original Marketo Co-founder and Founder of Engagio, Jon Miller predicted marketing automation and account-based marketing’s rise — and now he’s setting out new predictions for what’s next, including blending account-based marketing (ABM) and customer experience (CX) to create a new model called Account-Based Experience (ABX).
In this session, he’ll share practical, proven techniques for how companies can improve pipeline, growth, and satisfaction by evolving their go-to-market to align with the buyer experience at every stage of the journey.

Please join the Chief Marketing Officer for Pure Storage as he discusses navigating the excellerated digital environment for marketing strategies and key insights learned.

When you talk to your sellers about CRM, do you use the word “logging” or do you use the word “planning?” Does your CRM serve your sellers, or do your sellers serve your CRM? Most company’s focus on CRM is on managers seeing data and being able to report on it up the chain. What we should focus on is how to use CRM to better enable our sellers. With a few simple changes to your approach, you can flip the story and have the tool help make the seller more effective – using the data from the tool to help the sellers pinpoint for themselves where to best invest their time & improve their performance.

Please join the Chief Marketing Officer for Fannie Mae as he discusses the digital transformation of a historically B2B company and their journey to become more B2C focused.

Engaging with customers meaningfully and creating the right offers will get you sales. But delight buyers and offer strategic advice, outside the sales context, and you may secure a customer for life. Accelerated by increased cloud adoption, the channel industry has matured greatly over the last several years. But we’re at a turning point. Partners must transform into cloud-driven organizations geared to a new SaaS-based world transformed by the pandemic. They must adapt to take advantage of demographic and technology shifts, new margin opportunities, and broadening ecosystems, all while at scale.

Please join the Chief Operating Officer for Haribo as he discusses data-driven selling insights that translate into innovative customer-focused strategies.

In this discussion at Connect CMO, Natasha Sekkat, VP of Demand Creation at independent marketing cloud Acoustic, will draw upon her two decades of “smarketing” expertise to describe why the traditional sales process dominated by the MQL acronym is antiquated and ineffective. Natasha will detail how the sales & demand creation teams at Acoustic partner to drive pipeline, and will thoroughly explain: A process for delivering “sales-ready” leads, why MQLs simply won’t cut it in an inside-sales company environment focused on growth and why it’s imperative that both sales and marketing leaders are aligned on the notion that value beats quantity when it comes to leads and lead targets.

With so much on the go for today’s marketing teams, it can be easy to get caught in a martech status quo wasteland. You know that operations aren’t perfect, but a complete martech re-shuffle seems out of the question, so you choose to accept it for what it is… BUT, what if there was a different path forward?
In this session, we’ll introduce a simplified way of looking at your martech maturity and share how it can be used to help gradually build a marketing technology stack that re-energizes performance. You’ll leave with an understanding of where your martech stack stands today and actionable steps you can take to achieve martech maturity.
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Please join the Head of Brand & Marketing for Goldman Sachs as he discusses a consumer based approach to product & brand marketing.

Has your sales organization fully embraced the opportunities that COVID-19 has presented? There is a fallacy that COVID-19 has impacted sales organizations in a negative way, but there are a lot of things that have changed for the better. Let’s discuss how to effectively support your sellers to ensure they have the tools and tactics to reach buyers in this complex world. I’ll share how I’ve helped my team make the leap from in-person selling to award-winning top virtual sellers who have the ability to create amazing customer value from both near and far.

Please join the Global Head of Strategy & Marketing for Bloomberg Live as she discusses the effect of COVID-19 on live events and what the future looks like moving forward.

Prioritizing Cutomer Experience (CX) to strengthen brand image and loyalty requires a CX program that not only delivers great experiences, but also infuses a CX mindset into a company’s corporate culture. In this session, attendees will learn to create an army of CX advocates at all levels of an organization that results in the long-term integration of CX practices. The session will highlight how an organization can identify their CX North Star and rally their teams to deliver programs that not only create value for the customer, but also ultimately lead to customer retention and profitable revenue growth.

The buying process for your customers has changed. Content now fuels every step of the buyer journey. But as more and more content is published everyday, it can be hard for brands to keep up with demand. Meanwhile, most content created falls short of expectations for consumers and for the brands creating it. In this session, we will discuss how brand templating can help you create more effective content at scale that grows your business without overburdening your central creative team.

Over the past year, we’ve seen first-hand that brands need to be able to optimize, iterate, and pivot on the fly: an experimentation practice is no longer a “nice-to-have,” but a vital part of your company’s overall digital strategy. Blake Blanchard, Optimizely’s Lead Consultant of Strategy & Value, will discuss why now is the time to build a test and learn culture, reflect on her experiences as an experimentation practitioner, and present tactical takeaways for starting a culture of experimentation and scaling throughout your organization.

Please join the VP of Marketing and Business Development at Tokio Marine HCC as she discusses ways to move forward in hybrid event landscapes.

As recently reported in The Wall Street Journal, global market-research firm Euromonitor predicts that our always-on, 24-hour culture has created a collision of digital and physical worlds where consumers expect seamless in-person and online experiences. Applying a design-thinking, lean startup approach that leverages agile methodologies – while placing the customer at the beginning, middle and end of every enterprise decision – helps drive data-driven insights that create innovative customer solutions.

Please join the VP of Global Customer Experience & the VP of Global Sales for Kimberly-Clark Corporations as they discuss the importance of department unity when driving successful customer experiences.

By necessity, all brands quickly adapted their branding and marketing initiatives to the COVID-19 crisis. At State Farm, we developed our COVID-19 Brand Response by staying true to our business strategy while docking into our almost-100 year approach to catastrophes. Our marketing approach built upon our weather/CAT marketing framework of Preparedness, Response and Recovery helped steer our engagements over the course of the year.

User experience aims to apply intuitive and efficient approaches for users to engage with any digital product in an effective manner, ultimately with the intent to achieve specific product goals. Clearly defining foundational measurements and packaging recommendations while syndicating with stakeholders allows strategy leaders to pivot as needed and finesse while continually maintaining a holistic understanding of current product status. Communicating product direction not just as a feature set, but in making features more streamlined only enhances user performance.

As the now ionfamous comparison goes, humans and goldfish have the same attention span. The argument is that the digitization of media and accompanying behavior of instant gratification has decreased our ability to focus on anything for much longer than we can tie our shoes. As a result, brands have shifted significannt resources towards snackable content and short format videos. The problem with this assumption is two-fold. First, we aren’t goldfish and our attention spans are much longer than we’d previously imagined. Secondly, this assumption has steered marketers to create more short and increasingly ineffective content. In this presentation, Marc will provide proof that we’ve had it wrong and share three specific opportunities that brands can take advantage of.

Build on leadership theories and the practical application of iconic concepts to create high performing teams. High performing teams are more than the sum of their productivity—they are dynamic, energetic, sought-after and even fun. High performing teams are cultivated and not just formed. Seemingly ordinary professionals and leaders can deliver extraordinary impact through the classic concepts of leadership and marketing, combined and applied in new ways. This presentation includes specific steps for marketing leaders to use to create an experience that will benefit their teams, organization, and themselves.

The task marketing professionals face in 2021 isn’t new – there are always new people to engage, and a finite budget and resources available to do so. What is different is that many of the traditional mediums to do so are either compromised (e.g., in-person events) or congested by other vendors doing the same thing (e.g., webinars). In order to scale and succeed, you’ll need to be smarter and more efficient than ever.
To that end, AI/machine learning should be a key element of your plan – to inform overall strategy, refine targeting, drive efficiencies, supplement customer engagement, and even streamline content development. Learn more about these use cases, hear success stories about leveraging this technology to scale, and gather some best practices to optimize results in this session.

Driving alignment between sales and marketing has never been more critical or challenging. When the two teams collaborate effectively, marketing will see improved ROI from their campaigns and greater efficiencies in their strategic priorities. But that’s often easier said than done. Hear how one marketing executive was able to bridge this familiar divide by going undercover as a sales leader. In doing so, he discovered what sales professionals really think of marketing and how to overcome the common challenges that prevent both teams from working together more efficiently.

Marketing and brand leaders are often the creative minds within a company during non-crisis times and the first to respond when a crisis strikes. When it comes to company innovation, though, marketing and brand have a critical role to play in leading a company’s evolution. In this presentation, Maria Dillon Kemp, the head of marketing for Convene, which is a premium work experience company with 25+ meetings, events, and office locations across the U.S., will discuss how the company innovated out of the COVID-19 crisis. She’ll review how the company created a new product in three months, unveil the process of building a new brand architecture during that time, and explain how marketing & brand can play a lead role in company innovation while strengthening commercial strategy.