Meghan Coles, Brand Strategy Lead, LinkedIn
Marketing as a discipline has changed dramatically over the past 10 years, and the pace of change continues to accelerate. Marketers today need to not only keep pace with the change as a practitioner, but also to develop talent, capabilities, and ultimately to impact business growth and customer loyalty. Join Meghan as she brings insights from inside Silicon Valley and beyond to discuss if today's marketing organization requires a complete revolution or if yesterday's fundamentals still succeed.
Frank Cowell, President, Elevator Agency
What the business of gold mining can teach you about how to systematically (and profitably!) generate inbound leads for your organization.
There's lots of talk about inbound lead generation through marketing automation these days. There's some really cool stuff happening, but the problem is that we're getting very distracted by all of the "shiny objects" at our disposal. As a result, there's a lot of jumping around from tactic to tactic with little to show for it.
In this presentation, Internet marketing veteran, Frank Cowell, shares what the business of gold mining can teach you about how to systematically and profitably generate leads and customer opportunities, and cure ""shiny object syndrome"" once and for all. Frank will be teaching you the seven stages of setting up, operating, and growing a lead generation program that consistently produces results.
Ash ElDifrawi, Chief Commercial Officer, Gogo
Throughout his marketing roles at Google, Wrigley and Gogo, Ash ElDifrawi has witnessed first-hand why mastering the customer experience in business matters. What does a good customer experience look like and how do you get there? How do you measure the success of improving the customer experience? Join Ash to discuss how improving the customer experience leads to success and how your company can continuously improve their customer experience.
Disruptive Innovation: Changing The Direction Of A Category With Coca-Cola Freestyle…A Few Lessons Learned.
Chris Hellmann, Global Vice President and General Manager, Coca-Cola Freestyle Division
Consumers expect businesses that serve them to keep up – from customer service to communication to personalized offers based on what they like. The Coca-Cola Freestyle dispensing system was introduced to the fountain/foodservice business in 2010 with a radical approach to beverage customization, branding and connectivity. This innovative dispenser completely changed how fountain beverages are made, delivered and marketed. Chris Hellmann, the Global VP and GM responsible for The Coca-Cola Freestyle Division discusses lessons learned through the development and execution of this disruptive innovation in today’s market place.
Neal Hoffman, Creator, Mensch on a Bench
Session will feature the story and lessons of creating an emotional connection to your consumer, building a brand around authenticity, creating a breakthrough PR story and a behind the scenes look at Shark Tank. There will be plenty of time allocated for Q&A to allow for discussion.
Andy Lausch, Senior Director, Analytics & Insights, CDW
The world of marketing is quickly moving from one dominated by qualitative opinion to one driven by quantitative fact. Further, business leaders are demanding increased relevance and ROI from the marketing function.
In this evolving world it is imperative that marketers of the future effectively take the ingredients of modern marketing – art and science – and combine them to create, hone, and effectively communicate, simple yet impactful insights to key stakeholders. This, of course, is in addition to providing timely and context-specific marketing that is relevant and valuable to internal stakeholders (i.e., Sales) and external customers alike.
Learn how one salesman-turned-marketer is evolving in his role from “mad man” to “math man,” and how you can leverage some of his firm’s “lessons learned” in your organization.
Jim Lecinski, Vice President, Integrated Sales and Chief ZMOT Evangelist, Google
As the consumers continue to become more and more connected, their use of digital is changing the way they make buying decisions, and marketers need to change the way they build and grow their brands. In this "New Normal" there are five key questions that will help marketers be more successful. This session will share those questions along with practical examples and tips that marketers can take away to act on now.
April Leonard, Director of Marketing, Topgolf
How do you take what might appear to be a stodgy product and turn it into one of the hottest brands around? The formula includes a healthy dose of consumer insight coupled with creativity and the willingness to take risks. Join April Leonard, Director of Marketing for Topgolf as she discusses how to take a traditional sport and make it digital. Her talk will explain how Topgolf is taking the game of golf into the digital arena through game play, its marketing and untraditional media.
Autumn McDonald, Senior Director Global Consumer Insights, Hershey Company
This session will cover a holistic approach to consumer segmentation and how it can be used to drive towards breakthroughs in portfolio management and consumer relevance.
Gail Moody-Byrd, Senior Director, Head of Digital Governance, Performance & Optimization, SAP
As social media matures beyond a top of the funnel marketing tactic to a primary channel for advertising dollars and demand gen, it’s critical that its impact be measured. Yet agreement on what metrics matter most and how to calculate them are as irresolute as ever. The tools for measurement, while better, leave much to be desired.
Hear how SAP and it’s seasoned team of digital marketers established metrics and used tools to measure the ROI on their extensive social media presence. How did they determine what follower actions were the best indicators of interest? How did they capture the data? How are results visualized and delivered? This is sure to be a lively discussion about one of the most controversial topics in growth marketing today.
Lori Ulanoff, Manager, Digital Center of Excellence, WhiteWave Foods
How do you break through the clutter to connect with your most valuable consumers in a meaningful way in today's ever changing, omni-channel world? Discover 5 key principles to engage, activate and retain your most passionate fans across online and offline channels to amplify your brand and drive results.
Publish or Perish: driving relevance, reach and resonance of insight through curation.
Richard Scionti, Partner, Technology & Analytics Practice Lead, Cambiar, LLC
In market research, especially custom research, we often obsess about the now of each project. However, for marketers that project is one piece in a potential mosaic of consumer and market understanding. How can you use concepts of data curation and technology to drive better lifetime value of data and actionability of insights?
You will leave this session with:
- Principles of data curation to organize, annotate and stage data.
- Discover a range of tools for socializing insight.
- Skills needed for curation.
Ted Frank, Principal, Backstories Studio
In this workshop, you’ll learn step-by-step how to turn your insights or strategy into a c-suite-ready story that will get you buy-in.
First you’ll learn about how to find the story in even complicated data and how to turn a boring slide into one that’s simple, powerful and visual.
Then we'll take it up a few notches and learn step-by-step how to turn a full project into a strategic story using techniques used in movies – movies that everyone loves. At each step, you’ll get a chance to apply these principles to your project.
Perfect for: Those who present high- and mid-level presentations and do not want to do the same old PowerPoint deck.