market segmentation / integration

1 Day Meeting

2014 Chief Marketing Officer Leadership Forum

New York, NY - Jan 16, 2014

Overview

The good news: the economy is slowly picking up speed, and consumers’ spending habits are reflecting that. The bad news: consumers are still being very cautious with their dollars, and they are now hyper-connected with each other and the media, granting them unlimited information and opportunity to scrutinize. Consequently, today’s CMO faces a lot more pressure to demonstrate value to consumers in a much more competitive market. There is an intensified need to maintain the exceptional components of a strong brand identity while also constantly re-tailoring the brand to the changing wants and needs of the modern consumer. Similarly, while CMOs feel pressure to maintain strong traditional marketing channels, they are faced with the challenge of taking advantage of the multitude of opportunities within digital marketing and smoothly integrating these into their overall marketing strategy.

Argyle Executive Forum is bringing together leading CMOs and marketing leaders from a variety of industry verticals to discuss best-practices and innovative marketing strategies in a discussion-based format at our 2014 CMO Leadership Forum taking place in New York. 

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Who Should Attend

Speakers

If you'd like to recommend a speaker, please email speakerinquiry@argyleforum.com

Deirdre Bigley

Deirdre Bigley

Global Chief Marketing Officer

Bloomberg News

Julia Fitzgerald

Julia Fitzgerald

Chief Marketing Officer

Sylvan Learning, Inc.

Shiri Friedman

Shiri Friedman

Director of Technology Partnerships

Brightcove

Barbara Goodstein

Barbara Goodstein

Chief Marketing Officer

Vonage Holdings Corporation

Evan Graner

Evan Graner

Senior Vice President, Brand Culture & Capability

Citi

Jeannine Haas

Jeannine Haas

Chief Marketing Officer

Avis Budget Group

Jim Hanas

Jim Hanas

Head of Audience Development

HarperCollins Publishers

Mark Hurd

Mark Hurd

Chief Executive Officer

Oracle

Benjamin Karsch

Benjamin Karsch

Chief Marketing Officer

CIGNA

Katrina Lane

Katrina Lane

EVP, Operations & Marketing Capabilities

American Express

Suzanne McFadden

Suzanne McFadden

SVP, Marketing Strategy & Planning

Comcast Corporation

Patrick McLean

Patrick McLean

Vice President, Digital Brand Strategy

Capital One Financial

Jon Miller

Jon Miller

Founder & Vice President, Marketing Content and Strategy

Marketo

Paige O'Neill

Paige O'Neill

Chief Marketing Officer

SDL

Patrick Ohlin

Patrick Ohlin

Vice President, Brand Management

Lincoln Financial Group

Nasser Sahlool

Nasser Sahlool

Vice President, Client Strategy

DAC Group

Jayakrishnan Sasidharan

Jayakrishnan Sasidharan

Vice President & Global Head, Digital Services

Wipro

Dave Scott

Dave Scott

Chief Marketing Officer

ForeSee

Marty Siewert

Marty Siewert

Chief Revenue Officer

Zoove

Michael Solomon

Michael Solomon

Professor of Marketing and Director of the Center for Consumer Research

Saint Joseph's University

Bryan VanDyke

Bryan VanDyke

Head of Digital Strategy

Morgan Stanley

Agenda

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8:00am - 9:00am
Breakfast
9:00am - 9:05am
Argyle Executive Forum Opening Remarks
9:05am  – 9:50am

Panel Discussion

“Optimizing the Consumer Decision Journey”

Session topics include, but are not limited to:

Catering to newly empowered consumers and their endless options on how and when to purchase
  • Tapping into all of the channels that consumers utilize throughout the decision process
  • Communicating your brand in a way that compels them to purchase your products/services
  • Localizing your customer experience
  • Exploring channels that allow you to communicate tailored content
  • Understanding the power of mobile and how the best brands are evolving their mobile strategies in 2014
  • Analyzing your points of influence with your target consumers before, during, and after their purchase
  • Delivering the most personalized, intimate experience within all of these points of influence
  • How to create awareness of a consumer need in real time
Moderator:Bryan VanDykeHead of Digital StrategyMorgan StanleyPanelists:Suzanne McFaddenSVP, Marketing & Strategy, Product MarketingComcast CorporationPaige O'NeillChief Marketing OfficerSDLPatrick OhlinVice President, Brand ManagementLincoln Financial GroupMarty SiewertChief Revenue OfficerZoove
9:55am - 10:40am
Executive Leadership Spotlight
What are CEO’s expectations of their Modern Marketing organizations and how can marketing executives deliver on those expectations.Mark HurdPresidentOracle
10:40am - 11:05am
Coffee Break
11:05am- 11:40am
"How You See Is What You Get: Harnessing the power of left-brain and right-brain thinking"
Marketing today is more of a numbers game than ever. But are we missing out on opportunities as we evolve from “Mad Men” to “math men” (and women)? Whether you’re a hard core number cruncher or an artistic genius, you can – and should – look at creative challenges analytically and analytical challenges creatively. Only by seeing with BOTH your left brain and your right brain will you find the most powerful solutions.Benjamin Karsch Chief Marketing Officer CIGNA
11:45am - 12:05pm
Thought Leadership Spotlight presented by Wipro
“Delivering Connected Customer Experience”

Customer buying journey has changed from being a process to an experience. This has added onus on the marketers to understand the changing dynamics of customer to deliver brand promise and build impact across all touch points. Brands failing to adapt to these changing trends will lose customers to competition. In addition, the negative sentiments resulting from the engagement will affect the brand & future customer acquisition.

In his presentation, Jayakrishnan Sasidharan will outline how businesses with an integrated approach to customer experience delivery have successfully transitioned to provide seamless experience. He will also touch upon the various aspects that will enable businesses realize their digital connected experience vision.

Jayakrishnan Sasidharan Vice President & Global Head, Digital Services Wipro
12:05pm - 12:20pm
Coffee Break
12:20pm - 1:10pm
Panel Discussion
“The New ‘Digital’ CMO”

Session topics include, but are not limited to:

  • How is digital affecting the role of the CMO? How does the CMO fit into the management team?
  • Marketing’s transformation into a data driven science
  • Being the catalyst to help your marketing organization make this transition
  • Utilizing new measurement tools and ROI to demonstrate the value of marketing within the organization
  • Scrutinizing how investments into certain channels are driving results and using that knowledge to better target your spending
  • How has digital transformed the way in which CMO’s structure their teams?
  • What new positions have become necessary? How are these new roles being defined?
  • How is digital affecting the CMO’s agenda?
  • Strategy, resources, finance, decision making, technology choices
  • How will the role of the CMO continue to evolve in the future?  
Moderator:Julia Fitzgerald Chief Marketing Officer Sylvan Learning, Inc.Panelists:Barbara Goodstein Chief Marketing Officer Vonage Holdings CorporationJeannine HaasChief Marketing OfficerAvis Budget GroupPatrick McLeanVice President, Digital Brand StrategyCapital One FinancialJon MillerFounder & Vice President, Marketing Content and StrategyMarketoNasser SahloolVice President, Client StrategyDAC Group
1:10pm - 2:10pm
Lunch
2:10pm - 2:30pm
Thought Leadership Spotlight presented by ForeSee
“Innovating Analytics: Gaining a Competitive Advantage in a Customer-Driven World”

Today we are entering a paradox where it is both easier and harder than ever before to measure the customer experience. The tools are there but are you using the right ones and using them the right way? As this generation of consumers’ expectations and technological capabilities continue to evolve so must the analytics used to measure the experiences they have with companies and organizations.

ForeSee chief marketing officer, Dave Scott, will discuss the need for a comprehensive system of metrics that eliminates metric silos to better support today’s multichannel, multi-device world we live in.  He will explain how this next generation of predictive customer experience analytics can be a strategic asset and help increase the velocity of growth for your business. Using word-of-mouth metrics as an example, he will also talk about the importance of innovating analytics so company executives can keep pace with the maturing customer and their continuously changing expectations to gain a competitive advantage.

Dave ScottChief Marketing OfficerForeSee
2:35pm - 3:20pm
Panel Discussion
“Driving Results through Customer-Centricity”

Session topics include, but are not limited to:

  • Using newer marketing technologies to better understand your customer and to tailor your marketing strategy accordingly
  • Using data to better understand your customers and to deliver an exceptional customer experience
  • Tailor and personalize across multiple channels
  • Leveraging analytics to predict customer wants
  • Translating improved customer experience into long lasting, intimate relationships and brand loyalty
  • Translating customer centricity into a profit
  • Balancing the creative nature of marketing with the plethora of new technologies available
Moderator:Evan GranerSVP, Brand Culture & CapabilityCitiPanelists:Deirdre BigleyHead of Marketing Communication Bloomberg NewsShiri FriedmanDirector of Technology PartnershipsBrightcoveJim HanasHead of Audience DevelopmentHarperCollins PublishersKatrina Lane EVP, Operations & Marketing Capabilities American Express*Please note this session is off the record.
3:20pm - 3:35pm
Coffee Break
3:35pm - 4:10pm
"Five Incredibly Important, Earthshaking Shifts in Consumer Behavior"¦ in 30 Minutes"

A Chinese curse decrees, “May you live in interesting times.” These certainly are interesting times for marketers. Rapid changes in technology and culture trigger fundamental shifts in consumer behavior.  To make things even more interesting, the “boxes” we use to understand the marketplace are collapsing before our eyes. 

In 30 minutes, Michael will review five of the most crucial boxes:

Offline versus OnlineWork versus PlaySelf versus PossessionsMe versus WeConsumer versus Producer

He will explain why marketing organizations should pay very close attention to these collapsing boxes. Along the way, we’ll look at emerging technologies that accelerate the erosion of these basic categories. We’ll see how exciting new platforms such as virtual worlds, augmented reality, gamification, and social shopping sites unlock a multitude of opportunities to engage today’s consumer “out of the box.”    

Michael Solomon Professor of Marketing and Director of the Center for Consumer Research Saint Joseph's University
4:10pm - 4:15pm
Argyle Executive Forum Closing Remarks
4:15pm - 5:15pm
Closing Reception

Sponsors

This event will feature insights from top executives, including

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