Chief Marketing Officer

1 Day Meeting

2015 Chief Marketing Officer Leadership Forum: Spring Event

San Francisco, CA - Jun 10, 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 2015 CMO Leadership Forum Spring Event taking place in San Francisco.

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Speakers

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

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Julian Aldridge

Former Vice President, Brand Evangelism and Activation

Charles Schwab

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Jonathan Alloy

Vice President, Product Manager

Wells Fargo

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Zachery Anderson

Vice President, Marketing Science and Analytics

Electronic Arts

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Rob Begg

Vice President, Enterprise Strategy

Hootsuite

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Russ Bley

Vice President, Sales

NewsCred

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Clinton Bonner

Sr Director of Marketing and Crowd Strategy

Appirio

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Adrian Chang

Senior Manager, Customer Programs

Oracle

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Jo Clarke

Global Director Implementation

Siegel+Gale

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Meagen Eisenberg

Chief Marketing Officer

MongoDB

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Teri Felix

Vice President of Marketing

Medallia

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Fran Hegeler

Senior Vice President, Marketing and Communications, Americas

AECOM

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Stephen Hunt

Regional Vice-President

TubeMogul

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Peter Isaacson

Chief Marketing Officer

Demandbase

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Ram Kapoor

Chief Marketing Officer

UC Berkeley

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Mike Kelly

Senior Vice President, Information Technology

McKesson

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Gerry Komlofske

President and COO

Networked Insights

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Jonathan Lowe

Senior Vice President, Marketing

AEG Sports

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Ken Ramoutar

Senior Vice President Solutions and Industry Marketing

Avanade

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Michael Reicher

Senior Vice President, Marketing

The Chubb Corporation

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Mitch Rotter

Senior Vice President, Brand Marketing

Ticketmaster

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Sean Shoffstall

Vice President, Global Marketing & Consulting Services

Teradata

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Alan Shulman

Vice President, Marketing

Just Energy Group Inc.

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Martha Smolen

Senior Vice President, Social Media Marketing

Wells Fargo

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Jeff Stalcup

Vice President, Corporate Marketing

McKesson

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Allen Weiss

Founder & CEO

MarketingProfs

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Kelly Wenzel

Chief Marketing Officer

Centro

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Scott Williams

EVP, Chief Creative Officer

Commune Hotels & Resorts

Agenda

This event will feature insights from top executives, including

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7:25am - 8:25am
Breakfast
8:25am - 8:30am
Argyle Executive Forum Opening Remarks
8:30am - 8:35am
Introducing Julian Aldridge:
Jo Clarke Global Director Implementation Siegel+Gale
8:35am - 9:15am
"Leaving Fear Behind: How
VentureMarketingvanquishesFear”Fear.Fearoffailure.Fearofridicule.Fearofdemotion.Fearofmissingout.Fearinourindustrytendstobeveryfocusedaroundresults,perceptionsandourcareers.Fearcanbecripplinginitsabilitytoblockideasfrombecomingactions,or,insomecases,ideasfromeverevenbeingideated.So,howdowemasterourfear?WetakeaVentureMarketingapproach,onethatborrowsheavilyfromSiliconValley,andfocusesondevelopingaseriesofsmallwins,eachofwhichbuildsconfidence,courageandcommitmenttothecause.

Marketers today have to think like Venture Capitalists. This presentation illustrates exactly how to harness the power of Venture Marketing to relegate fear to the rear view mirror.

Julian AldridgeVice President, Brand Evangelism and ActivationCharles Schwab
9:20am - 9:40am
Fireside Chat Featuring:
Adrian ChangSenior Manager, Customer ProgramsOracleMeagen EisenbergChief Marketing OfficerMongoDB
9:40am - 10:00am
Coffee Break
10:00am - 10:50am
Panel Discussion
“Driving Engaging Customer Interactions in the Digital Age”

Session topics include, but are not limited to:

Best practices in differentiating your brand and creating a unique image
  • Using segmentation/targeting in order to deliver the most tailored customer experience
  • Building an internal culture that passionately communicates your brand throughout every touch point of the consumer decision journey
  • Utilizing the available channels in today’s technologically advanced world to deliver the most tailored, personalized content Video, mobile, social, etc.
  • Leveraging social content to drive authentic, intimate connections with customers
  • How are marketers leveraging the abundance of available data to drive personalized, unique customer experiences?
  • Has your team been able to successfully leverage data to better tailor interactions with each customer?
  • What lessons learned would you share with other marketers? Do you have any successful examples?
  • Has there been any other innovative use of analytics to support marketing in your organization?
  • Understanding the growing importance of content marketing in today’s customer-centric world
  • Addressing customers’ heightened expectations for tailored, relevant, valuable content
Moderator:Ram KapoorChief Marketing OfficerUC BerkeleyPanelists:Russ BleyVice President, SalesNewsCredKen RamoutarVice President, Service Line MarketingAvanadeMichael ReicherSenior Vice President, MarketingThe Chubb CorporationMitch RotterSenior Vice President, Brand MarketingTicketmaster
10:55am - 11:15am
Thought Leadership Spotlight Presented by Teradata
"Don’t Be A Creep: A Marketer’s Data Responsibility"We have access to more and more consumer data and we use it to make right decisions, but how far is too far? I want to challenge all marketers to be responsible marketers and think before you go to the creep side. Just because we know what color underwear someone wears on the third Thursday doesn’t necessarily mean we need to use that to sell them on a new laundry detergent.Sean ShoffstallVice President, Strategy and InnovationTeradata Marketing Applications
11:15am - 11:30am
Coffee Break
11:30am - 11:50am
Thought Leadership Spotlight Presented by Demandbase
"Bridging the Great Divide: Sales and Marketing Alignment"Most marketers have accepted that the sales team will never be satisfied withtheir efforts. But as more and more of the buying process moves online, up to75% of the sales cycle now takes place before the hand raise. This means thatthe alignment of sales & marketing is more critical than ever before, andif they can’t collaborate together, neither team will hit their goals. In this presentation, Peter Isaacson, CMO at Demandbase, will discuss how account-based marketing is breaking down barriers and uniting both teams under one strategy.Peter IsaacsonChief Marketing OfficerDemandbase
11:55am - 12:00pm
Introducing "Catering to the Multi Touchpoint Customer"
Stephen HuntRegional Vice-PresidentTubeMogul
12:00pm - 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 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:Jonathan AlloyVice President, Product ManagerWells FargoPanelists: Teri FelixVice President of MarketingMedalliaJonathan LoweVice President, MarketingAEG Sports    Alan ShulmanVice President, MarketingJust Energy Group Inc.    Kelly WenzelChief Marketing OfficerCentro
12:50pm - 1:10pm
Thought Leadership Spotlight Presented by Hootsuite
"The New Social Measurement:  Beyond Like, Fans and Followers."Social marketing is evolving to marketing is social.  Marketers are now integrating social strategies into all campaigns and programs as a core channel for their customers.  This is has changed how modern marketers measure their activities, tactics and the impact of social on their business.  In this session learn how leading marketers are measuring social in their business, how they tie it to marketing KPIs and ultimately to business value.Rob BeggVice President, Enterprise StrategyHootsuite
1:10pm - 2:10pm
Lunch
2:10pm - 2:30pm
Thought Leadership Spotlight Presented by Appirio
Clinton BonnerSr Director of Marketing and Crowd StrategyAppirio
2:35pm - 2:40pm
Introducing "Thought Leaders in Marketing Effectiveness Driven by Data"
Allen WeissFounder & CEOMarketingProfs
2:40pm - 3:30pm
Panel Discussion
"Thought Leaders in Marketing Effectiveness Driven by Data"

Session topics include, but are not limited to:

How has the role of data/insights/digital changed within your organization over the past few years?
  • What has big data actually delivered? 
  • Which marketing functions have been most transformed by improved access to data?
  • How are real-time consumer conversations impacting marketing decision-making?
  • As more data is incorporated into marketing, what does your internal division of labor look like for collecting, analyzing, and executing on it all?
  • Social is the preferred medium for consumers to share and retrieve information about everything, including brands—what challenges does that pose to traditional marketing within your organization?
  • Describe the transition your company has made towards social as a default (or preferred) method for understanding consumer audiences.
  • What other marketing inefficiencies are primed for social to tackle next?
Moderator:Julian AldridgeVice President, Brand Evangelism and ActivationCharles SchwabPanelists:Zachery AndersonVice President, Marketing Science and AnalyticsElectronic ArtsFran HegelerVice President, Creative Marketing and Communication, North AmericaAECOMGerry KomlofskePresident and COONetworked Insights       Martha SmolenSenior Vice President, Social Media MarketingWells Fargo
3:30pm - 3:45pm
Coffee Break
3:45pm - 4:20pm
"Brand Yoga: It's time to stretch!"
As marketers, we find ourselves increasingly stretched and tied up in knots on a daily basis. This session draws on lessons from the 5000-year-old tradition of Yoga and shows you how to apply them to diverse marketing and branding needs. You will look at marketing in a new way and discover what it takes to stretch your brand effortlessly. Take a deep breath… and come on in.Ram KapoorChief Marketing OfficerUC Berkeley    
4:25pm - 5:00pm
Fireside Chat Featuring:
Jeff StalcupVice President, Corporate MarketingMcKessonInterviewed by:Mike KellySenior Vice President, Information TechnologyMcKesson
5:00pm - 5:05pm
Argyle Executive Forum Closing Remarks
5:05pm - 6:05pm
Closing Reception

Sponsors

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Sponsorship Information

This event will feature insights from top executives, including

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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.