Chief Marketing Officer

1 Day Meeting

2015 Chief Marketing Officer Leadership Forum:
Spring Event

Chicago, IL - Mar 08, 2015

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 2016 CMO Leadership Forum taking place in Chicago.  

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Who Should Attend

Speakers

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

Timothy Bay

Timothy Bay

Vice President, Digital Marketing

Wilton Brands

John Birmingham

John Birmingham

CMO

DeVry University

Russ Bley

Russ Bley

Vice President, Sales

NewsCred

Joel Book

Joel Book

Principal, Marketing Research & Education

Salesforce Marketing Cloud

Chris Brogan

Chris Brogan

SVP, Strategy & Analysis

Hyatt Hotels Corporation

Glenn Burke

Glenn Burke

Vice President, Marketing & Business Development

Avis Budget Group

Jon Busman

Jon Busman

Global Marketing, CMO Initiative Lead

IBM

Nick Carcone

Nick Carcone

Enterprise Sales Maven

TrackMaven

Sanjay Dholakia

Sanjay Dholakia

CMO

Marketo

Ash ElDifrawi

Ash ElDifrawi

Executive Vice President and Chief Commercial Officer

Gogo

Mark Friedler

Mark Friedler

Senior Director at Oracle Marketing Cloud, vertical markets

Oracle

Mark Johnson

Mark Johnson

Vice President, Marketing

Navistar International

Tom Lombardo

Tom Lombardo

COO, Digital and Mobility

Jones Lang LaSalle

Raju Malhotra

Raju Malhotra

Senior Vice President, Products

Conversant

Scott Moore

Scott Moore

SVP, Marketing

Best Buy

Dan Neely

Dan Neely

CEO

Networked Insights

George Parr

George Parr

SVP & Chief Marketing Officer

SIRVA

Dale Renner

Dale Renner

Chief Executive Officer & Founder

RedPoint

Eileen Rivera

Eileen Rivera

Vice President, Global Marketing and Communications

Harris Corporation

Nasser Sahlool

Nasser Sahlool

Vice President, Client Strategy

DAC Group

Jennifer Schmitt

Jennifer Schmitt

Principal

Medallia

Rodrigo Sierra

Rodrigo Sierra

SVP, Chief Communications & Marketing Officer

American Medical Association

Joe Staples

Joe Staples

Chief Marketing Officer

Workfront

Bruce Stewart

Bruce Stewart

SVP & Chief Marketing Officer

Constellation Energy Group

David Stover

David Stover

Global Solution Management Lead for Mobile & Store

hybris, an SAP Company

Kevin Taylor

Kevin Taylor

Vice President, Marketing

Cardinal Health

Marco Villone

Marco Villone

Vice President Marketing - North America

Ingredion

Agenda

Download Agenda
7:30am - 8:30am
Breakfast
8:30am - 8:35am
Argyle Executive Forum Opening Remarks
8:35am - 9:05am

Creating and sustaining a competitive advantage is vital to producing profitable business growth in mature and highly competitive markets. Marketing is one of the few remaining sources of a sustainable competitive advantage. Most companies, however, either relegate marketing’s role to communication activities and sales support or lack the knowhow to truly unleash marketing’s impact on the business. For companies that have “cracked the code”, marketing has a seat at the leadership table and is the strategic driver of the business. These companies overwhelmingly outperform their peers and have higher valuations because they are more adept at appealing to customers, distinguishing themselves from competition and leveraging organizational resources effectively. George Parr, CMO of SIRVA, will share his experiences over 20 years with some of the most well known global consumer and business-to-business brands and demonstrate how marketing and business leaders can transform marketing in their organizations to a core competency and competitive advantage.

George ParrSVP & Chief Marketing OfficerSIRVA

9:10am - 9:30am
Thought Leadership Spotlight Presented by Oracle

"Modern Marketing: Creating Value For Your Customers Through Digital Orchestration"

Traditional marketers have struggled with how to go from reactive to proactive prospect and customer engagement.  Being reactive disempowers the marketer and delivers a fragmented experience. Modern Marketers are transforming digital interactions into a new digital dialogue. Marketers can now be proactive with a strategy that takes advantage of a customer’s digital access to online research, opinions, and social networks by creating engaging conversations and building personal relationships. They are turning suspects into advocates using behaviors, actionable data, social listening, personas, and personal profiles to create ideal customers and customer-obsessed marketing cultures.  Hear how you can truly become a Modern Marketer.

Mark FriedlerSenior Director at Oracle Marketing CloudOracle*Please note, this session is off the record

9:30am - 9:55am
Coffee Break
9:55am - 10:15am
Thought Leadership Spotlight Presented by IBM

"Winning: How leading marketers captivate the connected consumer"

Today’s marketers face two choices: invest in digital technology as a key way to engage with customers, or risk losing sales and market share to innovative competitors.

The rise of the connected consumer has radically reshaped the marketing discipline in both the digital and physical world.  Captivating your consumer with a seamless experience as they engage across your organization is a necessity. The reshaping of marketing has changed our understanding of consumers, how we can use data and technology to provide unique and personal experiences, and even who we partner with to achieve success.  Join us as we examine 3 fundamental marketing imperatives of our evolved profession as identified through 2014 IBM CMO research and illustrated by leading companies.

Jon BusmanGlobal Marketing, CMO Initiative LeadIBM

10:20am - 11:10am
Panel Discussion

“Personalization and Meaningful Content in the Modern Era”

Session topics include, but are not limited to:

Addressing customers’ heightened expectations for tailored, relevant, and quality content across all of the channels that they utilize

  • Best practices for differentiating your brand from competitors and creating a unique image
  • Evaluating the types of interactions and content your customers prefer
  • Leveraging available data to better understand the customer to curate and cater content accordingly
  • Segmenting your customer base, understanding their preferences, and mapping marketing efforts accordingly
  • Building an online/offline view of the consumer
  • Exploring the concept of personalized marketing 
  • Examples of companies leading the charge with exceptional personalization
  • How are modern marketers delivering the most tailored, personalized content at all touch points to drive customer engagement?
  • Exploring the most innovative channels and technologies to communicate with your customers
  • Measuring the incremental impact of marketing and content investments 
  • Leveraging new tools and technologies to track the impact and demonstrate results to the executive team

Moderator:Rodrigo SierraSVP, Chief Communications & Marketing OfficerAmerican Medical AssociationPanelists: Russ BleyVP, SalesNewsCredRaju MalhotraSenior Vice President, ProductsConversantEileen RiveraVice President, Global Marketing and CommunicationsHarris CorporationKevin TaylorVice President, MarketingCardinal HealthMarco VilloneVice President Marketing - North AmericaIngredion

11:15am - 11:35am
Thought Leadership Spotlight Presented by Salesforce Marketing Cloud

"Marketing to the Power of ONE!"

How Smart Brands use 1:1 Digital Interaction Strategies to Fuel Sales and Deliver a Personalized Brand Experience

Today’s consumers are hyper-connected, better informed and more empowered than ever. And they are increasingly loyal to brands that deliver personalized offers, information and service at every stage of the customer life cycle.

In the Age of the Connected Consumer, marketing has shifted from highly-fragmented one-size-fits-all mass communication to data-driven one-to-one engagement where every interaction is tailored to the needs, interests and location of the consumer. Brands that deliver a personalized brand experience -- from product purchase to product usage – are converting more shoppers to buyers, producing higher revenues and improving customer retention.

Joel Book of Salesforce Marketing Cloud will discuss the major trends that are driving the convergence of marketing, sales and customer service, and demonstrate how smart brands are using 1:1 digital marketing strategies – powered by Email, Mobile, Social Media, and Online Content Personalization – to acquire, onboard, and retain customers.

In this session, attendees will learn . . .

  • Key MegaTrends that are fueling the transformation of marketing, sales and customer service -- and what this means for brands.
  • Examples of smart brands that are using data and 1:1 digital marketing technology to engage consumers and personalize the customer experience.
  • Why “Serving” has become the new “Selling” and why Journey Management is the key to delivering a consistent and compelling customer experience.

Reference case studies include:

  • Trunk Club
  • Scotts Miracle-Gro
  • News Corp Australia
  • Beyond the Rack
  • Sony Playstation
  • Volvo Construction Equipment
  • Cisco
  • Donorschoose.org

Joel BookPrincipal, Marketing Research & EducationSalesforce Marketing Cloud

11:35am - 11:55am
Coffee Break
11:55am - 12:45pm
Panel Discussion

“Catering to the Multi Touchpoint Customer”

Session topics include, but are not limited to:

  • How are marketers creating a more holistic view of customers across channels in real time?
  • Can you share some examples? What challenges are you encountering in building a thorough, real-time view of your customers? 
  • How are brands adapting to this customer-centric dynamic and best facilitating customer engagement?
  • Understanding audience fragmentation and the multitude of channels being utilized by customers throughout their decision process
  • How are marketers leveraging this customer information to create personalized interactions that drive revenue?
  • Leveraging data to better tailor every interaction with each customer 
  • Best practices in creating complementary touch points and how to track and integrate these across channels
  • Best practices in cross channel data connection and activation
  • How far along is your organization on the maturity curve?
  • Challenges encountered, success stories
  • Understanding the modern consumer’s privacy concerns
  • How are the best brands building a transparent, trustworthy image?
  • How are marketers helping customers understand that tracking their interactions will help brands improve their experience?

Moderator:John BirminghamCMODeVry UniversityPanelists:Ash ElDifrawiExecutive Vice President and Chief Commercial OfficerGogoTom LombardoCOO, Digital and MobilityJones Lang LaSalleScott MooreSVP, MarketingBest BuyNasser SahloolVice President, Client StrategyDAC GroupDavid StoverGlobal Solution Management Lead for Mobile & Storehybris, an SAP Company

12:50pm - 1:10pm
Thought Leadership Spotlight Presented by Marketo

"The New Era of Engagement Marketing Imperative: Five Principles for Building Lifelong Relationships"

The digital age has fundamentally changed how companies interact with customers.  In this new world of extraordinary information access, companies that engage customers early, engage across different channels, and engage them in personal ways, ultimately end up winning in the marketplace.  Join to hear best practices and innovative marketing strategies from leading marketers on creating continuous and personalized customer relationships at scale with proven impact.

Sanjay DholakiaCMOMarketo

1:10pm - 2:10pm
Lunch
2:10pm - 2:30pm
Thought Leaderhsip Spotlight Presented by Workfront

"Creative Services Vs. In-House Agency: Should You Make the Switch?"

One of the biggest heartburns of in-house creative services teams comes from being treated like a fast-food “drive-through service” instead of a strategic partner. To prove their value, worth, and expertise to the internal clients they serve, many in-house creative teams have made the strategic decision to rebrand and restructure their teams to function as full-service, in-house creative agencies. 

What does this trend mean for the creative team your department manages? Does it make sense for you to make the switch? Joe Staples, CMO of Workfront, will discuss the following points to help you decide if transitioning to an in-house agency is the best move for your organization: 

  • Creative services vs. in-house agency — what's the difference? 
  • The main motivations for rebranding 
  • What factors to consider before making your decision 
  • Disney and Electrolux, and the paths they took in this decision

Joe StaplesChief Marketing OfficerWorkfront

2:35pm - 3:25pm
Panel Discussion

“The Relationship between Marketing & Customer Experience in the Digital Era"

Session topics include, but are not limited to:

  • How has your customer evolved over the past few years due to digital innovations?
  • How have their expectations evolved over the past 12-24 months? 
  • How to convert data and analytics into marketing rules and operational analytics that will drive business growth and increase ROI 
  • Leveraging big data to better understand the customer and improve the overall brand experience
  • How to measure success and understand consumer expectations of social and digital channels?
  • How have you and your team leveraged some of these digital innovations to better understand your customer and to tailor your marketing efforts?
  • Specifically, how are you leveraging the multitude of available data to drive more personalized interactions with your customers?
  • How are you measuring the impact of these efforts? What challenges are you encountering?
  • Where does the integration between marketing and customer service begin within your organization? 
  • How are the marketing and customer experience functions working together?

Moderator: Timothy BayVice President, Digital MarketingWilton BrandsPanelists: Chris BroganSVP, Strategy & AnalysisHyatt Hotels CorporationGlenn BurkeVice President, Marketing & Business DevelopmentAvis Budget GroupMark JohnsonVice President, MarketingNavistar InternationalDale RennerChief Executive Officer & FounderRedPointJennifer SchmittCEM Strategy DirectorMedalliaBruce StewartSVP & Chief Marketing OfficerConstellation Energy Group

3:25pm - 3:40pm
Coffee Break
3:40pm - 4:15pm

The Art and Science of Integrated Marketing and Communications: How to Get the Results You Want will explore the new role of marketing and communications in the digital age and how the chief marketing officer acts as the quintessential leader in “putting it all together” to achieve the top 7 business, branding and financial outcomes of today’s companies and non-profit organizations. Eileen Cassidy Rivera, Vice President of Global Marketing and Communications for Harris Healthcare Solutions, will share her experiences over 25 years in politics, government, technology and public relations and discuss strategies to create a successful “marketing round.” She will highlight the key ingredients and pitfalls in research and content, web and digital, SEO, social media and media relations and walk through examples of three campaigns that moved the bar to redefine marketing success.

Eileen RiveraVice President, Global Marketing and CommunicationsHarris Corporation

4:20pm - 4:55pm

Social Media platforms like YouTube have forever changed the nature of how people consume content, especially among millennials.  In order to reach their customers, marketers must include video in their digital marketing mix or risk not being part of the conversation.  Leveraging the Power of Video to Engage Consumers will explore how to develop strategies and tactics that use video content to reach and engage consumers and grow digital communities.  Tim Bay, Vice President of Digital Marketing for Wilton Brands, will explain not only how to approach video creation for channels such as YouTube, Facebook, and Instagram, but also how to leverage other’s content as part of the marketing plan.  In addition, he will discuss how to align measures of success with business objectives and share results from several recently published videos.

Timothy BayVice President, Digital MarketingWilton Brands

4:55pm - 5:00pm
Argyle Executive Forum Closing Remarks
5:00pm - 6:00pm
Closing Reception
7:30am - 8:30am
Breakfast
8:30am - 8:35am
Argyle Executive Forum Opening Remarks
8:40am - 9:15am
Keynote Session featuring Intel Corporation

Gary Davis
Vice President, Global Field & Consumer Marketing
Intel Corporation

9:20am - 9:40am
Thought Leadership Spotlight:

Jeff Gallagher
Group Vice President - Big Data
Oracle

9:40am - 10:00am
Coffee Break
10:00am - 10:50am
Panel Discussion: "Leveraging Content Marketing to Drive Value"

Session topics include, but are not limited to:

  • Understanding the growing importance of content marketing in today’s customer-centric world
    • Addressing customers’ heightened expectations for tailored, relevant, valuable content
  • Evaluating the types of interactions and content your customers prefer
    • Segmenting your customer base, understanding their preferences, and mapping marketing efforts accordingly
  • Delivering the most tailored, personalized content at all touch points to drive customer engagement
  • Exploring the most innovative channels and technologies to communicate with your customers
  • Organizing your team to create, execute and measure content marketing efforts most effectively
  • How to measure and demonstrate the ROI from these efforts to the executive team

Panelists:

Jennifer Elliott
Vice President, Marketing
Delta Dental

Nali Giliana
Vice President, Digital Experience
HPSW, HP

Monu Kalsi
Vice President, Head of Digital Marketing
Zurich Financial Services Group

Nasser Sahlool
Vice President, Client Strategy
DAC Group

10:55am - 11:15am
Thought Leadership Spotlight: "The New Era of Engagement Marketing Imperative: Five Principles for Building Lifelong Relationships"

The digital age has fundamentally changed how companies interact with customers. In this new world of extraordinary information access, companies that engage customers early, engage across different channels, and engage them in personal ways, ultimately end up winning in the marketplace. Join to hear best practices and innovative marketing strategies from leading marketers on creating continuous and personalized customer relationships at scale with proven impact.

Chandar Pattabhiram
Group Vice President, Product and Corporate Marketing,
Marketo

11:15am - 11:30am
Coffee Break
11:30am - 11:50am
Thought Leadership Spotlight

SAP

11:55am - 12:45pm
Panel Discussion: "Customer Engagement in a Hyper-Connected World"

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Advisory Board

We are proud to share with you the following Argyle Industry Influencers. Their contributions to Argyle help keep the programs we offer our membership current and relevant, so we can continue delivering you premiere experiences, content development, and membership engagement.