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2020 AMA Virtual Conference: The Year Ahead

Day One

10:00 am - 11:00 am

Opening Keynote: The Catalyst: How to Change Anyone’s Mind

Everyone has something they want to change. Salespeople want to change the client’s mind and marketers want to change consumer behavior. Employees want to change their boss’ mind and leaders want to change organizations. Startups want to change industries and non-profits want to change the world. But change is hard. We push and push, but often nothing happens. Could there be a better way?
Building on Jonah Berger’s forthcoming book, The Catalyst: How to Change Anyone’s Mind, this talk introduces a revolutionary approach to change. Successful change isn’t about pushing harder or exerting more energy. It’s about removing barriers. Overcoming resistance by reducing friction and lowering the hurdles to action.  Discover the five hidden factors that impede change, and how by mitigating them, you can change anything. You’ll learn how to change minds, incite action, and become a catalyst.

Jonah Berger

Professor and Author, Wharton School of Business

11:00 am - 11:45 am

Value-Based Pricing & Selling: 8 Common Pitfalls and How to Avoid Them

Many B2B companies are embracing value-based pricing due to its large potential to increase profitability, yet many of these companies struggle to achieve these profits. They may start out strong, achieving price increases for a few products, but ultimately have difficulty getting their organizations to embrace, implement and/or sustain the value-based pricing journey.

In this session, Joanne will share her insights on common pitfalls that she sees numerous B2B companies fall into as they begin their value-based pricing, marketing and sales journeys.

Joanne will cover:

  • Common value-based price setting methodology and tactics that hinder your ability to effectively quantify your value and value-price.
  • Widespread scenarios where teams do not effectively use value-based pricing content in their value marketing, selling and negotiations.
  • Frequently seen obstacles to sustaining the value-based pricing transformation.
  • Approaches to overcome these value-based pricing pitfalls.

Joanne Smith

Author, Professional Pricing Society Faculty & President - Price to Profits Consulting

12:00 pm - 12:45 pm

Demystifying B2B Marketing Automation for Marketers

Salesforce will walk you through marketing pain points and marketing automation.

Rekha Srivatsan

Director of SMB Product Marketing, Salesforce

Vanessa Heppner

Manager of SMB Product Marketing, Salesforce

1:00 pm - 2:00 pm

On the Sidelines, or In the Fray: How Companies Should Navigate the Political Landscape in This Election Year

Whether it’s Nike and Colin Kaepernick, the Equinox/SoulCycle boycott, or the decision by some retailers to stop carrying guns, the injection of some of politics’ topics du jour into the business and marketing world seems almost inevitable, especially in this election year. While some companies intentionally take a stand as part of their brand purpose or as an expression of their values, others are unwittingly dragged into the conversation. In either case, are there any strategic guidelines to follow? What SHOULD companies do? What do they need to watch out for?

Join Cliff Young, President of Ipsos Public Affairs, and Oscar Yuan, President of Ipsos Strategy3, in a discussion around how to best maneuver in this delicate landscape that sits at the intersection of marketing, politics, and consumer behavior.

Oscar Yuan

President of Strategy3, Ipsos

Cliff Young

President, Service Line Cluster Head and Managing Partner, Ipsos

Day Two

10:00 am - 11:00 am

Follow the Feeling: Building a Culturally-Infectious Brand in a Noisy World

Within every organization — from the 100-year old brands fighting for survival to digital startups aiming for mainstream adoption — we track and triangulate dozens of brand metrics in an unending pursuit of growth. Which metric is most important, are you even measuring the right one, and how do you use it to inform applying creativity strategically?

This highly-engaging session presents lessons from fast-growing companies, and puts them into a back-of-the-napkin simple system — LAVEC — to offer busy marketers, strategists, leaders and entrepreneurs a quick guide to resonating in a noisy world. The principles are based research of 1,500 fast-growing companies from the new award-winning business book “Follow the Feeling: Brand Building in a Noisy World.”

By the end of this course, participants will be able to:

• Identify elements of communication and how they combine to spur behavior
• Understand the role of emotions & feelings in motivating action
• Understand the connections between communications and behavioral science
• Envision how to build strong tribes through practical tips that foster community

Kai D. Wright

Global Consulting Partner, Ogilvy | Lecturer, Columbia University

11:00 am - 11:45 am

2020 Vision: Strategies for High Growth in the New Year

With 2020 now in full view, let’s talk about those resolutions. More specifically, your marketing resolutions… and how you plan to keep them.
Join Mike Madden, Head of Commercial Demand Generation for Adobe Experience Cloud, for his session, 2020 Vision: Strategies for High Growth in the New Year, where he will explore how to actually put your resolutions to work, so you can make the most of your marketing goals and priorities in 2020.
 You’ll learn:
  1. How to jump-start growth with personalization tactics
  2. Why revenue attribution matters (a lot) to your company’s bottom line
  3. The marketing and sales connection and why it’s critical

Mike Madden

Head of Commercial Demand Generation, Adobe Experience Cloud

12:00 pm - 12:45 pm

CCPA and Ongoing Data Privacy: Opt-In, Opt-Out and Consent Optimizations

The CCPA is much more than an opt-out button, but that little button holds the key to your ability to collect and use data about your customers. As a critical part of the customer experience — and a determining factor in whether you’ll be able to turn that customer experience into usable customer data and profiles — the consent request will be a critical part of your funnel optimization.
Join to learn how brands should be thinking about consent management in the changing data privacy landscape and review a checklist for brands looking to optimize their opt-in.
You’ll also learn:
  • How CCPA opt-outs will affect the working experience of your marketing and data teams
  • Why you should think of consent as the first part of your funnel
  • 5 things you should be doing to optimize your opt-in
  • The ROI of building consent directly into your data collection capabilities

Julian Llorente

Director of Product, Privacy, Tealium

Jake Spencer

Product Marketing Manager, Tealium

1:00 pm - 2:00 pm

Closing Keynote: The January 2020 Edelman Trust Barometer

The 2020 Edelman Trust Barometer reveals that despite a strong global economy and near full employment, none of the four societal institutions that the study measures—government, business, NGOs and media—is trusted. The cause of this paradox can be found in people’s fears about the future and their role in it, which are a wake-up call for our institutions to embrace a new way of effectively building trust: balancing competence with ethical behavior.
Edelman Executive Vice President Kate Linkous will discuss findings from the report and what marketers can do about it in 2020 and beyond.

Kate Linkous

Executive Vice President, Edelman

Bonus Presentation

What’s the Future of Marketing? Marketers and Consumers Respond in America and China

Visit the AMA Exhibit Booth during the virtual conference to view this presentation!

Wondering how marketing and media will evolve? Worried about the techlash? Craig Charney presents key findings from AMA New York’s ground-breaking research study on the Future of Marketing, looking three to ten years ahead in the world’s two largest markets.

He’ll discuss results you need to know, including:

  • Media use trends: show social media and online games have peaked in America.
  • Herd mentalities in media buying: gaps between consumer timeshare and advertising spend share trends
  • Rapid takeup of new marketing technologies by U.S. firms
  • The techlash: American consumers’ unease with martech, from personalized ads to the Internet of Things
  • The digital disconnect: big differences between consumer and marketer perceptions of martech
  • Dangers of the disconnect: mistrust, lost users, disengagement
  • A look at China: online media explode, but signs of techlash too

Business blogger David Dodd has said the Future of Marketing study “should be required reading for marketers.” The findings will help improve your marketing and sales strategy for the new decade.

Craig Charney

President and CEO, Charney Research

Presenting Sponsors