Virtual Conference: The Year Ahead in Marketing

DAY 1 (ALL TIMES CT)

10:00 am - 11:00 am

Opening Keynote: Pivoting with Purpose:  How a Small Agency Made Big Strides During the Pandemic

In the wake of COVID-19, multicultural agencies faced a myriad of unprecedented challenges as clients slashed budgets and larger firms expanded their offerings.

Fortunately, these difficult times have also brought forth extraordinary opportunities. As brands double down on their commitment to community allyship, cultural fluency and emerging technology, they will require partners with non-traditional skill sets and a global perspective.

Multicultural marketing leader Telly Wong of IW Group will discuss how his agency quickly pivoted during the pandemic by parlaying their cultural expertise into newly-relevant capabilities.

From mastering new social media platforms to bringing brands into the metaverse, the 32-year-old Asian American-owned shop carved out a renewed relevance that enabled them to survive — and thrive — in the midst of enormous uncertainty.

Telly Wong

Chief Content Officer & SVP, IW Group

11:15 am - 12:00 pm

The Changing Role of Content in 2022

Customer expectations for content are higher than ever. But many businesses are struggling to meet those expectations. Join this session to learn the latest stats and insights on the demand for content personalization, why brands are struggling to meet the content demand and how you can win with effective content. Attendees will walk away from this session with actionable ideas on how to streamline their content creation process and the data to back up investment in the tools and processes to make it happen.

Dave Bascom

VP of Marketing, Lucidpress

12:15 pm - 1:00 pm

Are you ready to take control of your marketing career in 2022?

2021 saw an unprecedented growth in Marketing jobs. As marketers find themselves in demand and presented with new opportunities – they are looking to reskill or upskill to land their dream job. Join us as we speak to marketers and follow their marketing career paths. In this session you will learn: How and why marketers are reskilling What organizations are looking for in a marketer Tips on how to pivot your marketing career path.

Matt Gleim

Senior Director, Demand Generation at Salesforce

1:15 pm - 2:00 pm

Measurement Best Practices for ABM

ABM is all about driving efficient and effective revenue growth. And, a clear focus on revenue means a focus on the full-funnel: growing brand awareness efficiently by focusing on best-fit future customers, creating opportunities with them based on engagement data, accelerating those opportunities to closed/won, and retaining and growing those customers In this session, we’ll review: An introduction to full-funnel ABM The metrics you should be focusing on at each stage how to drive better internal visibility and alignment.

Auseh Britt

VP of Growth Marketing, Terminus

DAY 2 (ALL TIMES CT)

10:00 am - 11:00 am

Keynote: How Google's AI Changes The Game For SEO In 2022

Search engines are evolving to meet the demands of consumers and organic traffic is more valuable than ever. This is driving brands to invest heavily in SEO strategies with diminishing ROI. In 2022, technical optimizations for SEO rarely influence today’s modern AI search engines and earn organic rankings. Marketers must have a rudimentary understanding of machine learning and AI training models to compete for organic traffic. Join Dale Bertrand, a 20-year search marketing veteran with graduate-level training in AI, as he details specific organic growth strategies that leverage our new understanding of how Google uses machine learning to determine your website’s rankings.

Key Takeaways:

  • How search engine algorithms use AI to determine rankings
  • Specific strategies to grow your organic traffic in the age of AI
  • Case studies of brands that have adapted to the new SEO landscape
  • How to ensure that your brand is well positioned to compete for organic traffic in 2022

Dale Bertrand

Founder and President, Fire&Spark

11:15 am - 12:00 pm

Beyond the Metaverse

With their rebrand to Meta, Facebook threw virtual reality to the fore of public discourse in 2021. But what does the metaverse have in store for us next year? The fact of the matter is, we don’t need to wait for tech giants to completely reconstruct the entire universe to start offering audiences rich and immersive experiences. In fact; it’s content creators and marketing professionals that will drive the future of content forward.

Join Kevin Doherty, marketing communications manager at Vyond, for a critical look at what the metaverse actually has to offer. While unpacking virtual reality as both a solution and opportunity, we’ll also work together during this interactive session to brainstorm ways marketers can advance the content conversation beyond what the tech bros are telling us. By looking at how to bring immersive content into the metaverse (and beyond), we’ll refocus on actionable storytelling techniques as the conduit through which marketers can make a meaningful impact in the year ahead. In this session, you’ll learn: -Practical solutions for immersive storytelling -How to start building rich media with tools that are already available -What matters most as we prepare for marketing in the metaverse

Kevin Doherty

Marketing Communications Manager, Vyond

12:15 pm - 1:00 pm

Building Your Data-Driven Marketing Tech Stack

How to overcome data silos to increase personalization and measure customer engagement.

As customers increase their digital engagement brands, more data continues to be produced—data that customers expect will be collected with their permission and used to better their experiences. However, with that data spread across myriad silos, it can become prohibitively complex and challenging to deliver on that mission. In this session, discover how to deliver customer experience transformations, leveraging the Data Cloud, including how to: Align your technology investments with business objectives Set a data foundation that enables 360-degree views of your customer and the agility needed to test, learn, and improve over time Work with best-of-breed technologies to deliver personalized experiences, track customer engagement, and produce analytics to improve marketing tactics

Leslie Lorenz

Head of North America Retail Industry GTM, Snowflake

1:15 pm - 2:00 pm

Leveraging the Power of a First Party Data Strategy In the 3rd Party Cookie Apocalypse

Storm clouds are on the horizon when it comes to how to successfully and securely leverage the power of customer data. What are marketers to do when third-party cookies are no more? First-party data to the rescue!

Join Tealium’s Director of Product Marketing, Matt Parisi, in this lively discussion and learn how to:

  • Apply 3 key mandates to your CX initiatives
  • Shift your data strategy from third-party to first-party
  • Leverage key martech to power more comprehensive marketing campaigns

Matt Parisi

Director of Product Marketing, Tealium

2:15 pm - 3:00 pm

The Modern Marketer's Prescription for More Conversions in 2022

Marketers always need to be prepared for the unknown, but this time, we know change is coming. So how do we exceed consumer expectations of exceptional experiences? Many marketers face consistent pressure due to growing pains when scaling, disjointed tech stacks, and unknowns about what our new normal will actually look like. To deliver game-changing campaigns and increase conversions in 2022, digital marketers need to rethink truths we’ve known and embrace new rules.

In this interactive discussion, we’ll discuss trends that are here to stay and ways to unify the entire marketing and creative department across priorities and processes. You’ll learn how to:

  • Connect strategy with execution
  • Stay agile so you can stay ahead
  • Streamline and centralize marketing and creative bottlenecks

Gwen Hopper

Traffic Manager, Nationwide Marketing Group

Megan Myers

Senior Demand Generation Manager, Wrike, a Citrix Company

Cheryl Venable

Senior Manager Operations, Sony

Rachael James

Senior Director of Digital Marketing, Wrike, a Citrix Company

DAY 3 (ALL TIMES CT)

10:00 am - 11:00 am

Keynote: Google's most important algorithm element for 2022: UX is now an SEO ranking factor

With Google’s Core Vitals update in 2021, the search engine optimization game has changed and on top of content, we need to add user experience. That is especially valid for highly competitive businesses where many players are investing in digital marketing. At the AMA conference, Leslie will share some recent examples of how SEO metrics like Domain Authority, backlinks and even content length are not enough, and sites with lower metrics can beat more experienced domains if their pages are better organized and keep users more engaged and longer on their pages. Sign up for the AMA conference to learn some tricks on how to improve your page experience.

Leslie Carruthers

President, The Search Guru

11:15 am - 12:00 pm

Top Tips for Scaling Digital Content Creation in 2022

There is no question that digital content production will continue to grow in 2022 and beyond. But how are companies scaling production while maintaining efficiency? In a recent study conducted by CMSwire and Canto found that unnecessary duplication and disconnected content workflows undermines productivity and job satisfaction. In addition, the survey uncovered that marketing teams are wasting weeks of time each year simply trying to find content & digital assets they need to execute their campaigns. Join this session to uncover the challenges teams are facing when scaling content production and discover top tips for overcoming these challenges.

Erica Gunn

CMO, Canto

12:15 pm - 1:00 pm

Email Marketing Predictions & Winning Strategies for 2022

For over two decades, email has been the “tried and true” channel for digital marketers because of its simplicity and versatility.

But with sweeping changes like Mail Privacy Protection (MPP), constant regulatory and compliance evolutions, skyrocketing global email volumes, and emerging AI-powered technologies transforming the way marketers can target and personalize their campaigns, what are the “email marketing elites” doing to stay ahead, innovate their programs, meet increasing customer expectations for personalized, relevant outreach, and continue capturing disproportionate market share?

Tune in at 1:15 pm ET on January 27th to hear from Kate Adams, Senior Vice President of Marketing at Validity, as she answers these questions and more.

You will learn:

  • The current state of the email marketing landscape, with the latest data, trends, and insights you need to understand the impact of MPP on your program – and what you can do to fix it
  • The fundamental differences between “Tokenization” and true “Personalization”, and the strategies and playbooks used by innovative, cutting-edge email marketing brands to differentiate themselves and convert “inbox space” into top-line revenue
  • The importance of a data quality process to protect your brand reputation and empower your digital campaigns
  • The right (and wrong) ways to create a streamlined, omni-channel communications strategy, and how you should be thinking about the role of email in your broader customer journey

Kate Adams

Senior Vice President of Marketing, Validity

1:15 pm - 2:00 pm

How to Take the Guesswork Out of Your Marketing Strategy for Good

Personalizing your marketing campaigns for one customer is easy, but how about one hundred customers, or better yet – thousands of customers across multiple marketing channels? Artificial intelligence (AI) as part of your martech stack can help you work smarter, not harder – allowing you to give each and every customer a unique experience. No matter where you are in your personalization journey, we want to empower you to reimagine your marketing strategy.

In this session, you’ll learn:

How to leverage AI take the guesswork out of your marketing strategies for good

  • How to use data-driven insights to optimize your campaign performance with a 360” customer view
  • A crawl, walk, run approach to personalization to craft meaningful experiences that drive customer value
  • How one brand boosted its sales by 30%, repurchase rate by 27% and return-on-ad-spend by 69% with an insights-led, personalized marketing approach

Meagan White

Head of North America Marketing, MoEngage

Irmina Myszkowska

Senior Product Marketing Manager, MoEngage

2:15 pm - 3:00 pm

Closing Keynote: Untangling The Next in Marketing with Design Thinking

Companies have used design thinking as a human-centered approach to problem-solving for devising better offerings. This session aims to demystify the design thinking methodology and share how we might leverage this approach to tackle some of the challenges that lay ahead of us in marketing.

Harsh Wardhan

Solution Design & Strategy, Google

Prapti Jha

Innovation Catalyst, Ford Motor Company

 

 

 

 

 

 

 

 

 

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 ama.org.

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

What browser works best?

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.

How do I change my visibility settings?

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.