Virtual Conference: The Year Ahead in Marketing


10:00 am - 11:00 am

Opening Keynote | A Conversation with AMA CEO, Bennie F. Johnson

In a discussion moderated by AMA Vice President of Professional Development Molly Soat, we’ll hear from AMA CEO Bennie F. Johnson about the new and exciting strategies, technologies and management evolutions that are shaping how marketers work in 2023. They will discuss how elements like artificial intelligence are changing the content marketing game, how brands can keep up with customers’ expectations and how marketers can keep their skills fresh in order to stay relevant this year and beyond.
There will also be a live Q&A at the end of the session for participants to engage directly with the speakers.

Bennie F. Johnson

Chief Executive Officer, American Marketing Association

11:15 am - 12:00 pm

AI and the Race for Intelligent Content Creation

Imagine a supercomputer which makes your work machine feel like a penlight aimed into the sun. Imagine that supercomputer reading the entire internet before it goes to bed at night, dreaming about it, then waking up writing sonnets, painting the Mona Lisa and eating chess grandmasters for breakfast. The next night, it does it all over again, getting exponentially better at everything. The next night, it does it all over again …

AI is one of those things where you can get on the bus, or get run over by the bus.

AI will revolutionize everything we do, specifically including the creation of courses and videos. Join Vyond CEO Gary Lipkowitz and get your bus ticket to understanding:

  • The basics of machine learning
  • CANs (Creative Adversarial Networks), GANs (Generative Adversarial Networks) and the engines of intelligent content creation
  • If machines can “think” or “be creative”

We’ll then take the bus home to see practical, relatable examples such as:

  • Vyond’s Fall Release, including new features powered by VyondAI
  • How one global organization is using Vyond’s intelligent video creation to improve the speed of course creation and relevance of their content

Gary Lipkowitz

CEO, Vyond

12:15 pm - 1:00 pm

Supercharge Your Marketing Campaigns with a Modern CDP on the Data Cloud

The marketing industry is constantly changing with new data and new technologies surfacing every day. Marketers find themselves as critical decision-makers in one of the most dynamic and energetic sectors in technology. One of the hottest topics in the industry is Customer Data Platforms (CDP). Are they critical components of a modern marketing data stack? Are they obsolete? Do marketers need CDPs to thrive? Industry experts are posing such questions looking for clarity on the matter, but the truth is, there is no consensus.

Amid the energy in this topic, Snowflake has developed a strong point of view that can be summarized by one primary principle: Organizations should not operate with a CDP as a separate silo. Instead, they should leverage the Data Cloud as their single source of truth and utilize the right marketing tools to execute segmentation and ultimately run the most impactful campaigns that address their core business goals.

Join Lourenco Mello, Product Marketer at Snowflake, to learn about:

  • The importance of operating from a single source of truth for all your data
  • Two distinct implementation patterns of modern CDPs that are driving critical value for marketers today
  • How marketers use modern CDPs on Snowflake to run powerful use cases and maximize Marketing ROI

Lourenco Mello

Product Manager of Solutions, Snowflake

1:15 pm - 2:00 pm

How to Build a CTV Creative Pipeline That Delivers ROI

With economic uncertainty top of mind, ad performance matters more than ever. And video advertising, especially on CTV, is crucial to weathering the storm and coming out on top. But you need to be smart in your approach, both in the technology you use and the creative pipeline you employ. This combination needs to deliver measurable impact, and enough video assets to keep up with demand.

The rise of CTV has expanded the need for effective advertising creative that captures both sight and sound, and we’re going to show you how to satisfy this crucial need. We’ll discuss how to scale your creative pipeline with innovative video production solutions that offer agility, affordability, and impact—then explain how to maximize returns on your creative investment with tech and tools.

Join Chris Contreras, Chief Customer Officer at MNTN to learn about:
• The changing TV viewing environment that’s creating an even bigger opportunity for video advertising
• Why advertisers need to include video that generates ROI as part of their strategy
• How Connected TV combines TV advertising and performance marketing to help advertisers weather the uncertain economic times
• Non-agency creative solutions to help extend a limited ad budget

Chris Contreras

Chief Customer Officer, MNTN

2:15 pm - 3:00 pm

Rethinking Email Marketing: From Data to Audience to Leads

B2B marketers are no strangers to email marketing. But what if we start rethinking some of our timeworn tactics in the game — for better lead-generation results?

In this session, we’ll venture beyond the status quo and into the latest trends in B2B email marketing. We’ll discuss how marketers today can adapt and take advantage of new data sources, targeting techniques, and B2C-inspired incentives.

Join Mariah West, ViB’s VP of Marketing, who will take you through these 3 tips to rethink email marketing:

  • Zero-party data perks — and how to find your own
  • How to reach the deal champions with expanded targeting
  • The science of the give-to-get approach

Mariah West

VP of Marketing, ViB


10:00 am - 11:00 am

Keynote | How to Thrive in 2023 with a Recession-Proof ABM Strategy

It’s time to prepare your recession-proof tool kit – Account Based Marketing (ABM) is the #1 tool you must have on hand for success in 2023. Take a deep dive with Kevin England as he teaches you how to target your best customer at scale using todays’ cutting edge technology – allowing you to increase engagement, create profit growth and decrease expenses.

Kevin England

Founder and CEO, Vonazon

11:15 am - 12:00 pm

Putting the “AI” into Email: 10 Expert Predictions to Start 2023 Strong

With the global value of email marketing expected to double by 2027 and consumer privacy laws changing by the day, companies large and small are contemplating the role that email plays in their broader marketing strategies and working hard to stay ahead of the latest digital trends.

What does that mean for you? Tune in on Wednesday, 1/25 at 12:15pm ET to find out!

You’ll hear from Guy Hanson, Validity’s in-house email guru with decades of experience across all regions and industries, as he lays out 10 email marketing predictions for 2023, with key takeaways you can implement today to start the New Year strong.

You will learn about the increasing opportunities to use AI within your emails, how to respond to economic headwinds, the impact of new privacy laws and the use of third-party cookies, and how to strike a balance between “innovation” and “simplicity” within your email program.

Guy Hanson

Guy Hanson

VP for Customer Engagement (International), Validity

12:15 pm - 1:00 pm

Winning Strategies for Personalization Success in 2023

Gone are the days of providing the same experience to every customer and expecting positive ROI.
Customers are looking for one-to-one engagement with the brands they love. Personalization technology can help marketers achieve this reality.

No matter where you are with your digital personalization journey, we want to empower you to reimagine your strategy. In this session, you will learn:

  • How to deliver relevant and personalized experiences to your customers
  • How to quickly and easily achieve personalization at scale across multiple channels like web, email, in-app, SMS and more
  • Examples of how brands are creating customer-centric experiences and campaigns today that you can learn from

Meagan White

VP of Marketing, North America, MoEngage

Irem Isik

Head of Marketing; Storyly

1:15 pm - 2:00 pm

Supercharging Your CX in the Year Ahead

Attracting interest in a tool or product may be the easy and fun part of building a business, but converting inquiries to purchasers is when it gets hard. So many brands today continue to struggle with acquiring, converting, retaining, and creating loyal customers for life. Yet leading companies across the globe seem to be accomplishing all of that and then some. Want to know how? Join Karen Naves, Tealium’s SVP of Global Demand Generation, for this lively and engaging discussion.

You’ll Learn:
• How to develop a brand’s top personas and ideal customer profiles (ICPs)
• Key strategies to acquire and engage the right customers
• Proven campaigns to retain and delight your audience
• Cross-sell campaigns that’ll wow the socks off of your top accounts!

Karen Naves

SVP of Global Demand Generation, Tealium

2:15 pm - 3:00 pm

2023 Event Predictions: Clearing the Fog with Cvent's Crystal Ball

After two years of uncertainty, events turned a corner in 2022. And while we approach 2023 with optimism, we’re all wondering what curveballs 2023 may have in store. Rising costs, tight budgets, and changing attendee expectations for convenience and value will all shape event programs next year. But one thing is for sure – the power of meetings and events continue to drive our businesses and organizations. Join Cvent for a lively webinar on what trends our event professionals are predicting in 2023 – we’ll talk innovation, technology, and practical insights.

This trends conversation is one of our favorites of the year and we’re thrilled to have a panel of event experts to share their predictions on:

  • The growing importance of event ROI amidst rising costs, tight budgets and increasing demands
  • Tech stack consolidation
  • How planning teams will address staffing shortages
  • The expanding role of video and technology and the importance of extended engagement

Paulina Curto

Senior Manager, Meetings & Events, Cvent

Carisa Bartelt

Team Lead, Industry Marketing, Cvent


10:00 am - 11:00 am

Keynote | The Three Trends That Will Make or Break Your (Social Media) Marketing in 2023

After three years of the coronavirus pandemic, and as we potentially enter a recession, marketers are under unprecedented challenges to shift their budgets from paid media to organic while looking for new opportunities to grow. Facing a digital landscape that has undergone a significant transformation making traditional digital marketing less effective, where should marketers invest their precious budgets in 2023?

Digital marketing author and consultant Neal Schaffer will explain how understanding three distinct digital trends will uncover new potential in (social media) marketing that can be leveraged to reach new audiences with new content formats and collaborations that can be done cost-effectively and have massive impact for your entire organization resulting in positive long-term ROI.

Neal Schaffer

Fractional CMO; Author; University Educator

11:15 am - 12:00 pm

3 Ways to Unclog Your Sales & Marketing Funnel

If potential buyers are entering your sales and marketing funnel but not making it all the way through… well, you know better than anyone that it’s urgent to do something about it.

But the last thing you should do is to jam more leads at the top of the funnel to give your Sales team more opportunities. Because the source of the clog isn’t at the top, it’s somewhere farther down.

Instead, it’s time to get out the plunger and unclog your funnel.

Join Act-On for Three Ways to Unclog Your Sales and Marketing Funnel and discover the small changes you can make to get your funnel flowing again—top to bottom—and boost conversions.

You’ll learn:

  • Ways to find the source of your clogged funnel and tips on how to unclog it
  • Best practices for lead scoring and lead routing between Marketing and Sales
  • Practical, effective sales outreach tactics you can use right now

Casey Munck

VP of Marketing, Act-On

Carol Adkisson

Director of Marketing Operations, Act-On

Cesar Cruz

Former Sales Development Director; Act-On

12:15 pm - 1:00 pm

Improving your Creative Workflows and Strategy in 2023

New year, new you, and new content. Trade in those old workflows and strategies for something fresh in 2023!

There are many ways to breathe new life into those old processes while ensuring they can still accommodate planning, organizing, and managing content effectively with a remote and global workforce. All while enabling your content and creative teams to meet the demand for more content in less time.

And we know how the most successful content and creative teams meet those demands to streamline those workflows and execute content. How? We surveyed more than 640 content and creative professionals in the United States and the United Kingdom to see what’s been working for them as they improve these efficiencies and successfully scale their content. Why? To bring their innovative approaches to you.

Their answers and much more are waiting for you in this webinar. Our experts will go through the survey results and take a deep dive into what the most successful content and creative teams (both big and small!) are doing to improve their content strategies, workflows, and marketing tech stacks. These tips are just what you need to amp up your content programs this year.

Ariana Keil

Growth Marketing Manager; North America, Canto




Login & Registration FAQ’s

I’ve already registered. Where can I find the link to log in to the conference?

24 hours before the conference begins, an email will be sent out to all registrants with a login link for them to access the conference platform. A link to log in will also be made available on this event page and in the trending bar of

When I try to log in, the platform asks for a verification code. Where can I find this?

A verification code will be sent to the email address and/or the phone number used during registration. It should appear within a few minutes. You may want to check your spam or junk folders for this as well. If you have any problems finding your verification code, please reach out to our customer service team for help.


On-Demand Content FAQ’s

Will conference presentations be available on-demand?

All conference material, including presentations, will be available on-demand in the 2022 AMA Virtual Conference: The Year Ahead in Marketing Attendee Hub within 24 hours, if not sooner.

How long will I have access to the 2022 AMA Virtual Conference: The Year Ahead Attendee Hub?

The Attend Hub will remain open and available for on-demand viewing for the next 6 months.


Technical Support & Recommendations

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We recommend using Chrome or Firefox.

How can I see the attendee list?

Click on the Community tab at the top of the page, then Attendees. Here you will find a list and can message attendees who have opted to be visible in the Attendee Hub.

How can I communicate with other attendees?

Methods of communication include session chat, direct messaging, Sponsor appointments and Sponsor virtual booths.

How do I schedule an appointment with a Sponsor?

On the homepage, you will be able to schedule appointments with sponsors. You will also have the ability to meet with someone from their organization immediately or send a message to be followed up with later in the Sponsor virtual booths.

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Click on your initials and view profile in the top right corner. Here you can select visible to appear on the attendee list or hidden.