fbpx
Skip to Content Skip to Footer

2020 AMA Virtual Conference: The Year Ahead

2020 will bring an abundance of changes. Our keynote speakers will teach you how to be a catalyst for change, internally and inter-personally; get you caught up with what the 2020 election means for marketers, and introduce you to new trends and re-imagined frameworks for your operations.

All times listed in the agenda are in Central.

This virtual conference is now available on-demand. Register to access the content and presentations. 

Keynote Speakers

Jonah Berger

Professor and Author, Wharton School of Business

Kai D. Wright

Global Consulting Partner, Ogilvy | Lecturer, Columbia University

Oscar Yuan

President of Strategy3, Ipsos

Cliff Young

President, Service Line Cluster Head and Managing Partner, Ipsos

Kate Linkous

Executive Vice President, Edelman

Day One

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

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

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

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

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

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

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

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

Jonah Berger

Professor and Author, Wharton School of Business

Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and author of the recent New York Times and Wall Street Journal bestseller Contagious: Why Things Catch On.  Dr. Berger has spent over 15 years studying how social influence works and how it drives products and ideas to catch on.  He’s published dozens of articles in top-tier academic journals, consulted for a variety of Fortune 500 companies, and popular outlets like the New York Times and Harvard Business Review often cover his work.

Kai D. Wright

Global Consulting Partner, Ogilvy | Lecturer, Columbia University

Wright, a global consulting partner at the marketing and advertising giant Ogilvy, is a strategic advisor to C-suite executives, founders and artistic talent. His expertise lies at the intersection of digital technology, corporate culture and behavioral economics – a crossroads that comprises the art and science of creative branding. Wright’s engaging keynotes, such as his standing room only SXSW 2019 presentation with 1,000 attendees, elaborate on his extensive experience working with organizations of all types to build brands and foster an ethos that sustains a key set of values and identity.

In his new book, “Follow the Feeling: Brand Building in a Noisy World” (Wiley, July 2019), Wright emphasizes how successful branding depends on a deep understanding of consumer psychology, combined with an appreciation for how technology has impacted and re-shaped human behavior. Wright provides a memorable framework – LAVEC – for building a powerful brand that capitalizes on human responses to lexicon, audio cues, visual stimuli, experience and culture, using concrete examples of companies that have leveraged these methods.

Oscar Yuan

President of Strategy3, Ipsos

Oscar Yuan is President of Strategy3, Ipsos’ marketing, brand and innovation consultancy, where he oversees the overall direction and growth of the firm, as well as leads select client engagements. Prior to joining Strategy3, Oscar was a founding Partner and Head of Brand at Kantar Vermeer, where he led client engagements in industries as diverse as travel, financial services, technology, and CPG, including developing a new brand building framework for Diageo and helping Marriott evaluate and develop a strategy for its portfolio of 15 brands. A frequently featured speaker and commentator on brands and brand-building, Oscar has delivered keynotes at Diageo, Kellogg’s, and Johnson & Johnson, as well as a series of guest lectures at Boston University and Cornell University. He has also appeared as a guest on CNBC and NPR, and is a contributor to the Financial Times, BusinessWeek, and Fortune. Oscar holds an MBA from Harvard Business School and two undergraduate degrees from Stanford University, in Economics and International Relations. In addition to English, he also speaks French and Mandarin Chinese.

Cliff Young

President, Service Line Cluster Head and Managing Partner, Ipsos

Cliff Young has been President of Ipsos Public Affairs in the United States since May of 2014. He leads Ipsos global election and political polling risk practice. He comes from a diverse background as an adjunct professor at esteemed institutions such as Johns Hopkins and SAIS and University of Sao Paulo where he teaches courses on public opinion and election forecasting. Also, he is a contributor and commentator on C-Span, Fox News and NPR among others. He has robust experience in sociology, public opinion, crisis management, polling, government and considers his skills part of his identity as a ‘pollster’ and ‘puzzle solver’.

Joanne Smith

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

Joanne Smith, President of Price to Profits Consulting, is the author of The Price Negotiation Playbook and The Pricing and Profit Playbook. She is the former DuPont Corporate Head of Marketing, Pricing and Customer loyalty.  Joanne transformed DuPont’s pricing from weak to outstanding.  With more than 20 years of global business, marketing, sales and pricing expertise, she now works with B2B companies – around the globe – training sales organizations and helping businesses develop world class pricing and profit strategies. Joanne is on the faculty for the Professional Pricing Society (PPS) and The Institute for the Study of Business Markets (ISBM) and is a frequent speaker at business conferences.

She is best known for her practical, pragmatic approach and her ability to build courage, confidence and conviction in businesses/commercial teams to take bold pricing actions.

During Joanne’s over 20-year career at DuPont, she managed several businesses, ran several manufacturing operations and lead internal business/marketing consulting teams.

Mike Madden

Head of Commercial Demand Generation, Adobe Experience Cloud

Mike Madden is the Head of Commercial Demand Generation, Adobe Experience Cloud. When not consumed by the fabulous world of demand generation, he focuses his efforts on consuming M&Ms, playing early morning rounds of golf, hiking, impressing his wife with handy work around the house, and listening to Michael Bolton’s greatest hits collection start to finish.

Kate Linkous

Executive Vice President, Edelman

At Edelman, Kate has served as a speechwriter to many CEOs and c-suite executives, including those at Walmart, Microsoft, eBay, SAP, PwC, GE, Novelis, PepsiCo, Aramark, Marathon Oil, Shell, and Business Roundtable. In this capacity, she has helped executives articulate positions at a number of high-profile venues, including: the National Press Club, the Council on Foreign Relations, the Commonwealth Club, Wall Street Journal and Fortune events, and the World Economic Forum. Her portfolio also includes a number of published op-eds for executives—including in The Wall Street Journal and The Washington Post—annual corporate reports, and CSR reports.

In the higher education sector, she has supported Stanford University, Smith College, Penn State University, Carnegie Mellon University, and Clemson University, among other confidential clients.

Complementing her speechwriting work, she has helped a number of Fortune 500 companies create thought leadership platforms on topics including sustainability, nutrition, women’s empowerment, small business, and education.In particular, she worked with Walmart to create the company’s thought leadership program on nutrition—announced in conjunction with First Lady Michelle Obama—as well as the company’s Lifelong Learning continuing education program for associates, launched at its annual shareholder meeting.

In tandem, she has worked with several clients—including Walmart, the Mayo Clinic, MedImmune and the Pharmaceutical Research and Manufacturers Association—to build and execute sustained executive engagement programs.

Prior to joining Edelman, she was chief speechwriter to Senate Majority Leader Bill Frist (R-TN), and press secretary and speechwriter to Texas Lieutenant Governor David Dewhurst. She also handled press on Dewhurst’s statewide campaign for Lieutenant Governor.

Previously, Kate worked at the United States Department of Justice and The Aker Partners, a Washington, DC public relations firm. Kate graduated magna cum laude from Wake Forest University with a bachelor’s degree in English and journalism.

Julian Llorente

Director of Product, Privacy, Tealium

Julian Llorente is Tealium’s Director of Product, Data Privacy. Julian brings a wealth of knowledge on data privacy as he spent the last several years navigating GDPR at the Lufthansa Group, where he was also responsible for the Harmonization of web data. He also has a masters in data science.

Jake Spencer

Product Marketing Manager, Tealium

Jake Spencer is a Product Marketing Manager at Tealium. Jake has spent the majority of his career working for enterprise technology brands in all aspects of branding, digital marketing and web analytics.

Rekha Srivatsan

Director of SMB Product Marketing, Salesforce

Vanessa Heppner

Manager of SMB Product Marketing, Salesforce

Craig Charney

President and CEO, Charney Research

Craig Charney is a Board Member of AMA New York and has been President of Charney Research, a market research and polling firm focused on tech, health, and global markets, for 23 years.  He has worked for many blue chips of the global marketing, media, and development worlds.  These include Samsung, Monsanto, FCB, Baxter Health, the US Agency for International Development, ABC News, and the Financial Times.  In addition to wide experience in the American market, he has worked extensively on China as founding research director of the China Beige Book and on other projects.  Other accomplishments include playing a key role in Bill Clinton’s polling team, setting up Nelson Mandela’s polling in South Africa’s first election, and conducting the first poll in Afghanistan after the Taliban’s fall.  Randy Ringer, former AMA New York president, says, “Craig is one of the few people who can field solid market research just about anywhere in the world, including notoriously difficult to research countries like China, Vietnam, and India.”

Books by Our Speakers

The Catalyst: How to Change Anyone’s Mind by Jonah Berger

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 bosses’ 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? The Catalyst: How to Change Anyone’s Mind 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, we can all become catalysts.

Follow the Feeling: Brand Building in a Noisy World by Kai D. Wright

In a community-driven economy controlled by tribes, a community manager should no longer be the only person on your team who fully understands what your community wants. It is equally all parts of the organization’s responsibility to instill a central positive feeling at every touchpoint. Essentially, in brand speak, all of the elements of communication—lexicon, audio, and visuals—build into a brand ecosystem that gets taught to consumers, customers, and clients through their experiences. Those three elements are the master keys to building a brand that triggers positive action. The role of the company, through its internal culture then, is to ensure an environment of collaboration and immersion in the brand DNA, so every member understands why they do what they do, so every brand touchpoint triggers a consistently positive feeling in a noisy world.
-Excerpt from Follow the Feeling

The Price Negotiation Playbook by Joanne Smith

Today’s sales professionals face pricing challenges and pressures like no other time in history.  With prolific visibility of competitor pricing, the widespread emergence of internet channels, and pop-up businesses offering bare bone prices to muddy the waters, the sales game has changed leaving organizations struggling to get their fair price and increase profits. Whether you’re a sales leader, corporate pricing resource, or a front line sales professional, this book will give you the tools you need to overcome tough price pressure from customers and aggressive pricing from competitors. Sales negotiation skills have long been viewed as crucial for success, but they are no longer enough. Top companies understand this and are arming their sales force with the price training necessary to win in today’s competitive environment.

 

The Future of Marketing Report, 2019: Techlash is Here – Consumer Concerns, Digital Disconnects, and Economic Nationalism in the U.S. and China by Craig Charney

How will marketing evolve in this new decade? Marketing technology is moving fast, consumers are reacting positively and negatively, and trade tensions are forcing marketers to change tack. Getting a handle on this fast-changing landscape is hard. That’s why AMA New York launched the Future of Marketing Study, to look at marketer and consumer views three to ten years out on media and marketing technology trends in the U.S. and China, the world’s two largest markets. The report is full of surprising findings with major strategic implications: that social media have peaked and marketing spend is misaligned, marketers are misjudging consumer reactions to martech, economic nationalism is rising, and many others. Discover the issues – and how companies can respond – by reading the free report.

Presenting Sponsors

  

 

2020 AMA Virtual Conference: The Year Ahead