Data-Driven Marketing for SaaS Marketers

One Prudential Plaza - AMA Support Center -130 E. Randolph St., 22nd Floor
Chicago, IL 60601
11/3/2017 8:30 AM - 11/3/2017 5:00 PM
Register before 10/4/2017 11:59 PM for early registration fee

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In toda​y's marketing landscape, really ALL marketing is data-driven: Data that drives smarter marketing and data that determines the impact of our campaigns. Within that, marketers still have tools in their toolbox that are the core of data-driven marketing, whether it's used for targeting, insights, personalization, aligning marketing with the customer journey, and more. In this program, discover trends in best practices and get hands-on experience using data in marketing for SaaS solutions. 

We'll also dive into the digital data-driven marketing channels like email marketing, which for SaaS is one of the top drivers of traffic, trials, and conversions to subscription!


  • The landscape and types of data used in smart marketing campaigns today
  • Email marketing and marketing automation
  • Benchmarks and interpreting your data analytics
  • Optimization strategies and planning for success
  • Selecting a master database data integration tool based on needs
  • Who should “own” customer and prospect data: Marketing, Sales, or Customer Service
  • How to take the best advantage of data-driven marketing channels like email, marketing automation, specifically for a SaaS and service-based sales cycle
  • How to choose data to use in marketing that boosts return on investment
  • How to make a case for sharing analytics/data across teams
  • Learn the options for where to house your data hub and integrating multiple data sources, from easy plug‐ins to complex data power tools, so you have the data you need to succeed
  • Discuss the teams that contribute to and manipulate data in your organization and who should be listening to whom


Director of Data-Driven Marketing, Barkley

Jessica is one part massive email marketing nerd and one part permission-marketing evangelist. She’s stimulated ROI in customer- and data-driven marketing for a diverse clientele, including Dairy Queen, Spirit Airlines, Wingstop, Beauty Brands, Hostess,, Farmland Foods, Hallmark Baby, Banfield Pet Hospitals, SelectQuote, and Boulevard Brewing Company, among many more. 

Who Should Attend
Software as a Service marketers who are looking to boost their marketing automation results and work to integrate data-driven content and timing, as well as to improve their analytics to be more than just reporting the numbers. 

Why Attend

Digital products like SaaS have the benefit of reaping much more data on their customers than most companies. We know what features they're spending time with, whether they're spending time at all, what they're using and what others like them are using and what they likely need.  We know when they’re researching, buying, renewing or lapsing and we can automatically nurture and support them to get the most out of our products. We can think, not just in sales cycle, but empathetically in terms of our customer journey. Join us for an all-day look at the role data-driven marketing and marketing automation play in the SaaS customer journey.

AMA Cancellation Policies

Data-Driven Marketing for SaaS Marketers Agenda

8:00 to 8:30am. Registration and Continental Breakfast​
8:30 am to 5:00pm Program (includes lunch, morning and afternoon breaks) 

  • An Overview of the Power of Data in Marketing
  • Types of Data in Email Marketing & Marketing Automation 
    • ​Data that determines Timing + examples
    • Data that determines Content + examples
    • Data that determines Impact + examples
  • Great Email Marketing in 2017 and Beyond 
    • Trends in Creative
    • The Need-to-Know impact of Mobile
    • Segmentation/Targeting
    • Workshopping your next Campaign 
  • Event-based Marketing
    • Using Data-Driven Marketing in symphony with Trade Shows
      • ​Product Rollouts and other self-promotion
      • ​User Conferences, etc.
  • Journey-based Marketing 
    • Attraction
    • Acquisition
    • Retention/Renewal
    • Referrals
    • Win-Back
    • Workshop: Mapping our Customer Journey through a lens of Empathy
  • Determining the best Data Structure for you 
    • An Email Platform as a Hub
    • A CRM as a hub, OR
    • A Data Management Platform (Enterprise Data Warehouse) as a hub
  • Analytics, Monthly Reporting, and Optimizing by Collaborating 
    • Starting with the end in mind: the Performance Map
    • Analytics Brief for every Creative Brief
    • ​Skipping a “monthly report” for a monthly score card: Analytics + Insights

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