7:50am – 8:50am

Breakfast

8:50am – 8:55am

Opening Remarks

8:55am –  9:25am 

“The Future of Digital Marketing: Engaging Consumers Like Never Before”

The digital era is in full swing, providing marketers with ground-breaking opportunities to reach and engage consumers like never before. Join Yahoo! Chief Marketing Officer, Elisa Steele, as she discusses digital marketing strategies that are delivering winning results for customers today, and provides attendees with a view into the present and future of digital marketing – from cutting-edge science, art and creativity; to emerging digital platforms and products; to growing global brands in the digital era.

Elisa Steele
EVP and Chief Marketing Officer
Yahoo!

9:30am –  10:10am

Panel Discussion

“Moving Forward by Going Backward: Reinvigorating a Brand”

Session topics include but are not limited to:

• Returning to core messaging
• Examining the impact of original branding on future sales
• How marketing that supports core company values increases the bottom line
• Key components of a successful loyalty program from planning to implementation

Moderator:
Paul Parkin
Founding Partner
SALT Branding

Panelists:
David Fortin
Vice President, Marketing
House of Blues – Live Nation Clubs & Theatres

Anna Griffin
VP of Brand and Campaign Management
Juniper Networks

Robin Matlock
Vice President, Corporate Marketing
VMWare

Jan Soderstrom
VP, Brand Management
Sunpower Corporation

Sheila Tan
Chief Marketing Officer
Align Technology

10:15am – 10:35am

Thought Leadership Spotlight presented by ExactTarget

“THE SOCIAL BREAK-UP”: Why Consumers Unsubscribe, Unlike & Unfollow Your Brand

Called “the best collection of social media insights produced to date,” The SUBSCRIBERS, FANS & FOLLOWERS research series from ExactTarget and CoTweet has spent the past year documenting what consumers want from their email, Facebook, and Twitter relationships with brands. Join co-author Jeff Rohrs as he shares insights from the latest installment in the series—THE SOCIAL BREAK-UP.  Learn what you’re doing that’s driving away your subscribers, fans & followers and what you can do to mend your ways before it’s too late!

Jeffrey K. Rohrs
VP, Marketing Research & Education
ExactTarget

10:35am –  10:55am 

Coffee Break

10:55am – 11:35am

Panel Discussion presented by Infogroup

“Best Practices in Market Segmentation”

Session topics include but are not limited to:

• Define your consumers by understanding demographics, psychographics and behavioral trends
• How to create optimal consumer profiles and develop targeted messaging
• Leveraging analytics to understand performance indicators
• Drive change with consistency in marketing messaging and guidelines

Moderator:
Lynn Dusek
Director of Strategic Services
Infogroup

Panelists:
Mark Dooley
Vice President, Marketing
Digital Chocolate

Amy Hoopes
EVP, Chief Marketing Officer
Wente Family Estates

Stephanie Kellogg
Head of Global Online Customer Experience
Life Technologies

John McHugh
VP, Chief Marketing Officer
Brocade Communications

Bill Pearce
Senior Vice President & Chief Marketing Officer
Del Monte Foods Company

11:40am – 12:00pm 

Thought Leadership Spotlight presented by Adobe

"Measuring the Business Impact of Social"

Session topics include but are not limited to:

• Getting your organization to be social
• Facebook or Twitter? Best practices for social media marketing
• Developing actionable & consistently measurable metrics to measure social media
• Determining and measuring the business impact of social media

Aseem Chandra
VP Product Marketing, Omniture Business Unit
Adobe

12:05pm – 12:35pm

“Next-generation Media and the Marketing Mix”

This session would discuss how next-generation media formats like video, social networking and gaming have shifted the marketing landscape. In this session, Allison will cover:

• Social networking and media offer new forms of communication, new venues for online gaming, and a new information resource in the consumer buying cycle. The challenge for those in the ecosystem is in attempting to monetize this space, especially when consumers are accustomed to free services and sensitive to privacy considerations. Permission-based marketing strategies can deliver value to consumers while giving them more control over their data and privacy, and are becoming more important for marketers to understand and adopt.
• Online video consumption is growing rapidly, as is the use of web-enabled entertainment devices, which bring the opportunity to deliver content and messages in very new ways to consumers, creating new marketing and potential revenue opportunities.
• Today, one out of every four entertainment dollars is spent on games, with social gaming rising in popularity as well, creating an increasingly blurry line between gaming and social networking.  Gaming provides significant marketing and advertising opportunities for brands, including the ability to accrue points through play as currency in online promotions.

Allison Cerra
VP of Marketing, Communications and Public Affairs
Alcatel-Lucent

12:40pm – 1:00pm

Thought Leadership spotlight presented by Oracle

“A Case Study: How Marketing Accountability Can Lead to Boosting Revenue and Loyalty”

Marketing executives face a rising demand to hold their marketing programs accountable while increasing revenue, driving customer loyalty and improving the quality of the sales pipeline. During this session, marketing executives will hear:

• How marketing leaders in a challenging economy are able to capitalize on loyalty by understanding their customers and prospects and engaging them appropriately across channels
• How to boost qualified sales opportunities aligning the sales and marketing efforts to deliver targeted, right-time marketing faster
• How to increase marketing accountability by optimizing spend, ensuring marketing alignment across organizations, and improving marketing effectiveness and efficiency

Perry Hardt
Vice President Marketing
Oracle

1:00pm – 2:00pm

Lunch

2:00pm – 2:40pm

Panel Discussion

“Strengthening Customer Loyalty while Integrating Social Media into the Marketing Mix”

Session topics include but are not limited to:

• Successful strategies to implement and pitfalls to avoid
• Balance in the marketing mix—avoiding too much reliance on any one medium
• Integrating mobile loyalty programs
• Moving beyond the notion that crowd-sourcing is a new phenomenon
• Incorporating customers into every aspect of the business model
• Utilizing social media tools to strengthen customer loyalty

Moderator:
Bill Pearce
Senior Vice President & Chief Marketing Officer
Del Monte Foods Company

Panelists:
Charles Harris
Vice President, Marketing
Luxe Hotels

Susan Orbuch
Senior Vice President, Corporate Marketing
Trend Micro Inc.

Andrew Rosen
Chief Marketing Officer
Bank of the West

Don Simons
Managing Director
GFK Customer Loyalty

2:45pm – 3:05pm

Thought Leadership Spotlight presented by Aprimo

“Stories from the Frontlines of the Marketing Revolution”

Marketing is undergoing a revolutionary change that has marketers retooling and reinventing virtually everything—from go-to-market plans, to content and message creation, to embracing a myriad of digital channels. As time to value becomes increasingly critical, many marketers are throwing old rules by the wayside to invigorate brand messages and innovate their use of traditional and nontraditional mediums.

In this session, Lisa Arthur, Chief Marketing Officer at Aprimo, will engage audience members in an interactive discussion about the state of marketing today, how marketers are seeing success as they try to drive change across their organizations and the Ten Imperatives that every marketer can embrace to help lead this change across their organizations.

Lisa Arthur
CMO
Aprimo

3:10pm – 3:40pm 

“The Biggest Company You’ve Never Heard Of…Until Now”

McKesson Corporation, currently ranked 14th on the FORTUNE 500 with annual revenues of more than $110 billion, is a healthcare services and information technology company dedicated to making the business of healthcare run better. Over its 178-year history, the company has maintained a low profile, working behind the scenes with its customers—including hospitals, payers, physician offices, pharmacies, pharmaceutical companies and others across the spectrum of care—to build healthier organizations that deliver better care to patients in every setting. Learn how McKesson is focused on invigorating its brand to extend its industry leadership and help open the doors to new conversations with customers, prospects and other business partners. Andy Burtis, Vice President of Corporate Marketing for McKesson, will provide an overview of McKesson’s brand invigoration initiative, and share lessons learned from the journey to date.

Andy Burtis
Vice President, Corporate Marketing
McKesson

3:40pm – 4:00pm

Coffee Break

4:00pm – 4:30pm

“Re-Envisioning Marketing”

NetApp’s CMO will review some of the fun, painful, fast, effective, difficult and impactful ways they are transforming marketing and tackling new challenges.  From a new visual language, to customer-centric Epic stories and other programs, to new initiatives and operational models….change this fast creates problems, opportunities, stress, laughter and unintentional results both positive and negative.  NetApp has experienced rapid growth as the industry it serves transforms to embrace shared virtual infrastructure and cloud services.  The marketing organization is also transforming to embrace new philosophies for Great Marketing, support and drive this rapid growth, and to develop new competencies for global coordination and collaboration.   Learn about their journey, bring your questions, and share your own experiences.

Christine Heckart
Chief Marketing Officer
NetApp

4:35pm – 5:05pm

“From Here to Thrive”

A case study of Kaiser Permanente's brand repositioning effort: 30 minute talk will cover the work behind the Thrive campaign; where it came from, what it tries to do, how we measure success and what's next for the brand evolution.

Anna-Lisa Silvestre
Vice President Online Services, Internet Group
Kaiser Foundation Health Plan, Inc. / Kaiser Permanente 

5:05pm – 5:10pm 

Argyle Executive Forum Closing Remarks

5:10pm – 6:10pm

Closing Reception

 

 

*Agenda is subject to change