As brands large and small adopt experience design as a process to better understand their customers’ needs, digging into the strategy and its elements is now essential knowledge for marketers across industries.
Register now to watch AMA’s Virtual Conference: Experience Design live April 21-22 and receive a link to watch later on-demand. We’ll look at the elements of experience design and how you can better research your customers and design with ROI in mind. Additionally, we’ll discuss ways to improve the collaboration between marketing teams and customer experience teams and what this means for future productivity and effectiveness.
You’ll also have the chance to play interactive games and test out your marketing trivia knowledge!
This AMA Virtual Conference is your opportunity to explore new methods to best understand, and design for, your customers.
Please note: All times on the agenda are in Central Time.
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April 21, 2020 (All times are CDT)
Opening Keynote: End Your Addiction to Storytelling: Building Brands Through Experience Design
Agencies and marketers alike are addicted to storytelling. The advent of so-called content marketing has been the equivalent of a speedball coursing through the craving veins of marketers who think that every problem can be solved by telling a better story. Soon they are going to miss a window of opportunity that will quickly end up in someone else’s portfolio. If marketers and agencies don’t come to terms in a hurry with the structural factors that have set the stage for experience-driven brand building, CEOs are going to tap other resources to do it instead. Experience design is the next frontier for brand-building.
CEO, American Marketing Association
The Future of Marketing is Creative
While marketing teams swim in a sea of data and information, the future depends on creativity. Establishing a culture of human ingenuity gives purpose to data intelligence, transforms your team, and elevates customer experience. Hear about companies who have already begun the shift —and develop your own five-point plan to embrace the future.
Senior Director of Content Marketing, Adobe
Driving Business Resilience Through Digital During COVID-19
Leaders in every industry are urgently seeking strategies during these uncertain times to protect and serve its employees and customers. Answering questions around your company’s digital preparedness for an emergency and a strategy to effectively reach your customers, vendors and employees at scale and in real-time will be crucial. Technology plays a critical role: the benefits/goals it drives into your organization, and how the value of platforms is amplified during critical events. Know what your company is doing today and wants to do in the future, and learn why an investment in technology is critical in a time of emergency. Companies that are digital first will thrive in the “new” world.
Global Head of Industry for Travel, Hospitality and Dining brands, Adobe Systems
Healthcare Industry Strategist, Adobe Systems
The Extra 1%: Delivering a Memorable Content Experience
Your customers expect memorable, unique content experiences–and they have their pick of the litter. There are more than enough companies for them to do business with. Not only do your customers know this, but they’re going to leverage it. And as they do their research, your brand will either fulfill an expectation or not.
In years prior, overcoming this obstacle entailed finding bright and shiny ways for marketers to make their business stand out in a crowd. Traditional marketing strategies leveraged SEO blog posts, geolocation pages, paid advertising and more with the ultimate goal being that your company’s content showed up everywhere and anywhere.
But, unfortunately, that content falls a little flat for one simple reason: It isn’t personalized enough. It doesn’t offer an experience that your customer will find relatable, inspiring or memorable.
Customers want a content experience. To them, experiential content highlights your brand’s ability to go above and beyond—delivering the extra 1%—and providing them with a memorable, dependable experience.
Inbound Marketing Manager, Lucidpress
Keynote: What Business Are You Really In?
Yes, there is a true north for marketers today. And there is one thing that, if properly understood and mastered, can propel you forward during the most uncertain period of our lives.
The only true differentiator in today’s hyper-competitive environment is your ability to imprint an emotional and intellectual brand impression on your customers that inoculates them from your competitors. A kind of brand residue that sticks to the roof of your customers mind and keeps them coming back.
The very best way to do this is to create an experience that transcends price, competition and the crushing weight of this pandemic on our economy and our organizations.
Learn how to see your organization, your customers, and your value proposition through the lens of a true brand experience model that will help you navigate the uncharted territory we have all been thrust into.
Leave this session prepared to add five new constructs to your marketing mix this year. And begin to see what business you are really in.
CEO, 360 Live Media
April 22, 2020 (All times are CDT)
Keynote: Delta CX: Transforming Businesses by Focusing on Customer Value
Great customer experiences require the right team and strategies in place to predict and mitigate the risk of delivering wrong or flawed products, services and experiences (PSE). Marketing and sales initiatives have uphill battles when we are offering PSE that are difficult to learn, frustrating to use or not meeting customers’ real needs.
In this session, we’ll look at a model for how to measure the ROI of CX and UX teams, processes and specialists. We’ll look at better ways for teammates to collaborate with CX and UX, and how to transform into an organization focused on high-quality products and services that meet and exceed customers’ real needs.
You’ll get advice and actionable takeaways on strategic approaches to refocusing stakeholders, leaders, execs and others on the business side on customer needs, tasks and priorities.You’ll learn how to measure it all quantitatively and determine the ROI of improving the quality of the products, services and experiences we offer current and potential customers.
CXO, Delta CX
Experience 2030: CX Strategies That Endure
With AI, IoT and other technologies, marketers can gain–and maintain–an edge on creating thoughtful, immersive and dynamic moments-based marketing campaigns.
Join this session to learn how to identify gaps in customer-experience design that AI and other technologies are expected to address: modeling empathy and relevance; enacting customer journeys that mirror the needs, expectations and hopes of prospects and customers; and creating a customer strategy that is both tech-focused and human-driven.
Global Director of Customer Intelligence, SAS
Does Your Customer Experience Deliver in Times of Crisis — and Beyond?
With digital channels becoming the defacto standard for customer engagement, performance of web and mobile platforms is now more important than ever. No matter the circumstances, customers expect brands to anticipate their needs—and deliver on them. With the pressure on every company in these times of uncertainty, IBM iX will provide guidance on ways clients can act with agility to optimize and deliver a seamless commerce and customer experience across their web and mobile platforms.
Global Chief Creative Officer, IBM iX
Global Lead for Adobe, IBM iX
Move at the Speed of Technology: Collaborative Work Management for Marketers
For many, the recent need to work from home has felt not like the ‘new normal’ but a near stoppage. Things that used to slow you down and put campaign performance at risk, like creative bottlenecks, lengthy review and approval cycles, and managing tasks across different teams, now seem insurmountable. More than ever, marketers must keep their customers front-of-mind and work more efficiently.
To accomplish this, marketers need innovative tools, solutions and tactics that will increase operational efficiency, accelerate campaigns and allow them to iterate quickly and at scale. In this session, you’ll be introduced to our four-part approach to achieving operational excellence and gain an understanding of how you can prioritize and manage customer expectations.
You’ll learn how to quickly adapt your messaging to suit new customer needs, wants and expectations. Now, more than ever, marketers need to stay agile. You’ll learn how you can keep your team and projects on track regardless of location, and why employers and managers must make operational excellence a priority.
SVP of Marketing, Wrike
Closing Keynote: Experience Design and How It Can Help Your Business Stand Out
We experience design all day, every day. There are so many brand touchpoints in our lives that it’s near impossible to cover every aspect in just one talk. In this keynote, we’ll look at a few of today’s most relevant digital experiences such as digital-out-of-home and social media.
In this session, we’ll define experience design, explaining how to better use it to grow business and ROI. We’ll explore how a well-designed experience can resonate with your audience, and how good experience design can help break through the clutter.
Creative Director, Captivate
Bonus "spotlight session" Presentation
Connecting in the Channel-Less Future Through Empathy-Led Branding
Watch on -demand in the AMA booth!
Every day marketers move fast and furiously to build brand experiences that connect with consumers. Armed with increasingly sophisticated data, insights, and technology, brand communicators develop campaigns and deploy them across, between, and beyond traditional channels of engagement. But we often overlook a simple truth: people don’t see or even care about those channels—they just wants a good experience. So, how do we build brands that connect in an environment where channels are merging—if not fading away entirely?
Our solution is empathy-led branding. This human-first, holistic approach allows us to slow down and infuse human behavior and emotion into the design of meaningful brand experiences that seamlessly fit into people’s lives and offer opportunities to explore their own identities. This approach ultimately goes beyond transactions to build deep, lasting, and loyal relationships between brands and people. From research to innovation to execution, empathy-led branding enables you to look at your brand through the eyes of another human and empowers you to get to the heart of what matters most.
Senior Director of Strategy, Adrenaline
Russ KleinCEO, American Marketing Association
Russ Klein has quarterbacked teams for many of the world’s foremost brand names—holding top marketing and advertising posts at Dr Pepper/7UP Companies, Gatorade, 7-Eleven Corporation, Burger King Corporation, and Arby’s Restaurant Group.
His Burger King body of work that was recognized by ADWEEK as “The Advertiser of the Decade” for the 2000’s…a distinction belonging to Nike and Budweiser in previous decades. Klein was again recognized as a seminal influence behind Burger King’s recognition at Cannes ad festival as Creative Marketer of the Year in 2017; referencing a few of his most popular campaigns including “Subservient Chicken” and “Whopper Freakout”.
As CEO for the American Marketing Association, Russ is charged with the transformation of the AMA to become the essential community for marketers.
Debbie LevittCXO, Delta CX
Debbie Levitt, CXO of Delta CX, has been a CX and UX strategist, designer, and trainer since the 1990s. As a “serial contractor” who lived in the Bay Area for most of this decade, Debbie has influenced interfaces at Sony, Wells Fargo, Constant Contact, Macys.com, Oracle, and a variety of Silicon Valley startups. Clients have given her the nickname, “Mary Poppins,” because she flies in, improves everything she can, sings a few songs, and flies away to her next adventure.
Debbie has presented at conferences including eBay’s Developer Conference, PayPal’s Developer Conference, UXPA, and WeAreDevelopers. She is an O’Reilly published author and one of few instructors on the planet recommended by Axure.
Her “DevOps ICU” book and training teach non-CX roles about CX, why it’s done by specialists, and how to integrate it into teams and processes. Her “Delta CX” book and training teach companies how to improve customer satisfaction, predict and mitigate business risk, and increase ROI by investing in great customer experiences.
Outside of CX work, and sometimes during CX work, Debbie enjoys singing symphonic prog goth metal, opera, and New Wave.
JD GarganoCreative Director, Captivate
JD Gargano is an award-winning designer, brand strategist and educator with an expertise in both traditional and new media. As Creative Director at Captivate, JD oversees all network creative and helps both advertising and real estate partners bring their brands to life in an unconventional space, from ideation through execution. Prior to Captivate, JD specialized in broadcast where he worked for stations like MTV, WGN America, PIX11, WSFL and DC50. In the last 10 years, he has helped to successfully relaunch and rebrand several network stations as well as introduce original programming. His work in both disciplines has been recognized by national and international organizations such as PromaxBDA, Marcom, Hermes and the Emmy’s. JD received his BFA from the School of Visual Arts (SVA). A year later he returned to SVA to teach Intro to Motion Graphics and co-started a Senior Interdisciplinary Portfolio course. The primary focus was to get seniors thinking outside-the-box and craft solution-oriented ideas that address real life client challenges by fusing imaginative storytelling, traditional design and new media.
Don NealCEO, 360 Live Media
Don Neal will share proven marketing strategies that can help you create real impact now. Don has lived by the advice of Peter Drucker who said that the ideal formula for marketing success is to, “strive to possess the soul of a sales person and the nervous system of a marketer.” Don has followed this advice as cofounder of the Hallmark Loyalty Group, when he worked on Madison Avenue for Omnicom as a direct marketer, as the CMO at Marsh McLennan and when he founded 360 Live Media; an experiential marketing agency in Washington D.C. that he leads today as CEO.
Julie HoffmanGlobal Head of Industry for Travel, Hospitality and Dining brands, Adobe Systems
Julie is a customer experience advocate and thought leader with 20+ years as a data driven marketer focused on eCommerce and customer experience management for Fortune 500 companies in both Travel and CPG verticals. She’s led numerous teams and organizations through digital transformations and developed strategies around change management to enable teams and empower individuals. She views digital as an enabler to a better customer experience and a critical element to operating in real-time in a seamless manner. As the Global Head of Industry for Travel, Hospitality and Dining brands, her priority focus is helping to educate and inspire brands in their digital transformations.
Tom SwansonHealthcare Industry Strategist, Adobe Systems
Tom brings a decade of experience in the healthcare industry to Adobe, as well as extensive experience in digital transformation. Tom’s role at Adobe includes positioning Adobe in the health and life sciences marketplace, providing thought leadership, enabling the field, and evangelizing the importance of transforming how consumers engage healthcare.
Christina SandersInbound Marketing Manager, Lucidpress
Christina joined Lucidpress with years of marketing experience under her belt. She serves as inbound marketing manager developing both B2B and B2C marketing channels. Most recently she worked as a campaign manager at 97th Floor, a digital marketing agency where she managed integrated marketing campaigns. Christina graduated from BYU’s public relations program.
Outside the office, you’ll find Christina teaching piano lessons or cooking a new recipe she found on Pinterest.
Wilson RajGlobal Director of Customer Intelligence, SAS
Wilson Raj is the Global Director of Customer Intelligence at SAS. His responsibilities include collaborating with industry leaders, customers, alliances, sales, marketing and product teams to establish, evolve and evangelize SAS’ growth strategy for analytics-driven marketing capabilities. With more than 20 years of experience in multiple industries, Raj has built data-driven brand value, engagement and loyalty through expertise in integrating advertising, digital marketing, social media, multi-channel relationship marketing and public relations. He has held global leadership positions in marketing at Fortune Global 500 companies such as Microsoft, Novell. Medtronic, Philips and Ameritech (now AT&T Midwest). He also advised C-level executives on digital strategy while at Publicis and also at VML and Wunderman – as part of Young & Rubicam Group at WPP. Raj is frequently quoted in global media outlets and major industry publications such as Adweek, CMSWire , CNBC.com, CRM Buyer, DM News , eMarketer, InformationWeek, MarketingProfs, ZDNet and more. Raj holds a B.A. in English and an M.B.A. from Brigham Young University, and a Certificate-in-Education from the Institute of Education in Singapore.
Saranya BabuSVP of Marketing, Wrike
Saranya Babu is the SVP of Marketing at Wrike. Babu oversees all aspects of marketing, including demand generation strategy, product marketing, and communications. Before joining Wrike, Babu was VP of Marketing and Business Development at Instapage where she grew revenue and valuation by 4X, customer base by 3X, and annual contract value by 30X. She previously held roles at ChargePoint, Inc., BDNA (acquired by Flexera), Dell, and NetApp. With more than 15 years of experience in the tech sector, Babu has honed a diverse skill set in enterprise go-to-market strategy development, demand generation, marketing operations, field marketing, and more.
Billy SeabrookGlobal Chief Creative Officer, IBM iX
Billy Seabrook has spent over 20 years creating innovative brand strategies and omni-channel customer experiences for leading brands in the automotive, CPG, financial services, retail, technology, and travel industries. As the Global Chief Creative Officer of IBM iX, Billy leads a global network of over 57 design studios to deliver data-driven insights, human-centric ideas, and measurable business impact for leading brands around the world. Prior to joining the IBM team in 2017, he held executive creative leadership roles at Digitas, eBay, and Citi where he managed the growth and change of the organizations and the day-to-day activities of global creative teams.
Justin AblettGlobal Lead for Adobe, IBM iX
Justin Ablett has spent over 20 years driving experience-led transformation with some of the most important clients in the world. As IBM iX’s Global Lead for Adobe, he leads a team of Adobe and digital specialists who work with clients on end-to-end transformation – from content creation to front end customer experience – across Adobe’s Creative, Document and Experience Cloud. Previously, he has held senior client roles (at BBVA, Barclays, Amex to name a few), run a practice (Mobile for Financial Services in Europe) and has a heritage in iX sales and delivery across the UK, Europe, Asia, LATAM and North America. He has a reputation for winning new business and developing people. He lives in Spain with his wife (Alejandra) and 2 year old son (Pedro). He is passionate about sports, especially watching Real Madrid and England Rugby.
Juliet D’AmbrosioSenior Director of Strategy, Adrenaline
A journalist turned strategist, for nearly 20 years Juliet has worked with both B2B and consumer brands in researching their core truths, unearthing their audiences’ needs, and translating those insights into a powerful creative strategy that drives results. Juliet has experience in food and beverage, healthcare, education, retail, design, apparel, place branding, technology, and the financial and professional services industries. She has led teams in developing strategies and campaigns for brands with global impact, such as Coca-Cola, VISA, Samsung, The International Olympic Committee, Volkswagen, FIFA, Paramount Pictures, and the International Hotel Group.
Juliet has helped brands reimagine their physical environments and experiences, including for Chick-fil-A, AT&T, Dunkin, UPS and Turner Broadcasting. She has also built B2B brands from start-ups to multinationals, including Interface, McKinsey, Tarkett, Majesco, Deloitte, ATUM, Marsh, North American Properties, Bard Medical, and Standard & Poor’s. Juliet has developed placemaking brands throughout the US and around the world, including Avalon, Atlanta BeltLine, The Republic of Trinidad and Tobago, SQ5, The City of Torino, Miami’s Downtown Doral, Town Brookhaven and the City of Seattle. She has also led major research initiatives throughout Latin America, Europe and the Caribbean.
Dorothea SieberSenior Director of Content Marketing, Adobe
Dorothea Sieber is Senior Director, Content Marketing at Adobe, leading content and thought leadership strategy for Adobe Experience Cloud to engage prospects and customers across the entire customer journey. This includes developing the overall demand content strategy, creating a governance model to drive cross-functional alignment, as well as operationalizing content creation, experience, and activation across the organization. Dorothea joined Adobe through the Marketo acquisition, where she led the corporate marketing team and drove the strategy and execution across corporate communications, PR, social media, executive communications, corporate events, as well as content marketing and thought leadership. Before Marketo, Dorothea spent 8 years working at SAP, most recently as Chief of Staff driving the platform and analytics business, including special projects, culture, communications, and customer engagements globally.
Dorothea has a Bachelor of Business Administration of ESB Business School Reutlingen (Germany), and an MBA in Marketing Management from California State University East Bay (USA).