2013 Chief Marketing Officer Leadership Forum: Spring Event
2013 Chief Marketing Officer Leadership Forum: Spring Event
March 14, 2013 - Chicago, IL
JOIN LIKE-MINDED PROFESSIONALS IN YOUR FIELD FOR A FULL DAY OF LEARNING. EXPLORE CUTTING EDGE CONTENT AND EXPAND YOUR NETWORK WITH THE BEST AND BRIGHTEST EXECUTIVES IN THE REGION!
Why You Should Attend!#ArgyleCMOCHI
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 their hyper-connectivity with each other and the media has given them room to be more critical. Consequently, today’s CMOs face much more pressure to demonstrate value to consumers in a much more competitive market. While there is an intensified need to maintain the essential components of an exceptional brand, CMOs must constantly re-tailor their brand to the changing wants and needs of the modern consumer. Additionally, while CMOs feel pressure to maintain strong traditional marketing channels, they are faced with the challenge of integrating multiple new digital technologies into their marketing strategies.
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 2013 CMO Leadership Forum taking place in Chicago. The forum will focus on several areas including (but not limited to): renewing and strengthening the focus on the consumer, the key elements of an exceptional brand, understanding and utilizing social media in a meaningful manner, the changing role of the CMO, understanding the impact of digital marketing on the modern consumer, and how to take advantage of these changes.
This event will feature insights from top executives, including:
If you'd like to recommend a speaker, please email Lauren Meyer at email@example.com.
INTL FCStone View Bio »
Michael Antman is Vice President, Marketing for the Fortune 50 company INTL FCStone (NASDAQ: INTL.) Previously, he owned his own marketing consulting firm, McSweeney & Antman, which specialized in investor relations, branding, advertising and public relations for high-tech and financial services companies. Before that, he was the Vice President, Marketing for the data warehousing and data cleansing firm Arkidata Corporation.
AAR Corp. View Bio »
Jack Arehart is currently Vice President and Co-Chief Commercial Officer for AAR CORP., and has been with AAR for over 5 years. Jack is responsible for marketing strategies, global sales and expansion into new markets. Previous to AAR, Jack held senior leadership positions at both TIMCO Aviation Services and The NORDAM Group.
Jack began his aviation career with Western Airlines, which later merged with Delta Airlines. Jack has a BS in Economics from the University of North Carolina at Greensboro and a Masters of Science from St. Thomas University in Miami.
Aprimo View Bio »
Some say she has marketing in her DNA.
A 25-year marketing veteran, Lisa is currently challenging the industry’s status quo as Chief Marketing Officer at Aprimo, one of the world’s leading providers of integrated marketing software and services. She is a central leader of the Marketing Revolution, driving brand, communications and demand generation strategies that disrupt the industry landscape.
Lisa has also served as CMO for Internet leader Akamai Technologies and B2B2C application provider Mindjet. She spent nearly seven years at Oracle, where as a Vice President of Marketing, she managed the market entry and growth for Oracle CRM and drove market and demand initiatives for all Oracle services, including its E-Business Suite On-Demand. In addition, Lisa is the founder of Cinterim, a firm providing strategic counsel for Silicon Valley start-ups and Fortune 50 technology companies.
Lisa combines energy and enthusiasm with this depth of experience when she speaks about a host of hot-button issues challenging the marketing industry today. She has contributed thought leadership speaking to Argyle and CMO Executive Summit (DMG), and she has keynoted numerous international events and associations, including the Web 2.0 Conference, Office 2.0 and the MIT Sloan CMO Summit.
Lisa draws on her conversations and experiences with other industry leaders such as former Kodak CMO Jeffrey Hayzlett and “America’s Greatest Marketer” Seth Godin in her weekly Forbes blog about the Marketing Revolution. In addition, Lisa has published papers with AMA, 1:1 Media magazine, Demand Gen Report and other leading trade journals, and she has appeared on Asia’s Wall Street Journal broadcast. Recognized as an industry thought-leader, SLMA named Lisa one of the “20 Women to Watch in Sales Lead Management” in 2011.
Oracle View Bio »
Veteran technology and management executive Reggie Bradford is SVP of Product Development for Oracle, where he brings more than 20 years of experience across technology, Internet and marketing sectors. Prior to joining Oracle, he was founder and CEO of Vitrue, where he developed the company into the leading provider of social marketing publishing software for global brands and agencies. Vitrue was acquired by Oracle in May 2012 and is now a wholly-owned subsidiary of Oracle.
During his tenure at Vitrue, he led a team that worked with many of the world’s premier global brands such as McDonald’s, Procter & Gamble, NBC Sports and American Express, as well as more than 75 agencies worldwide. The Vitrue SRM platform collectively managed its clients’ more than one billion social connections in more than 100 countries across 4,500 social accounts.
Prior to founding Vitrue, Bradford served as President and board member of TANDBERG Television, an organization of more than 400 employees and more than $100 million in revenues. During his tenure, he led the company to a 40 percent annual growth rate, successfully integrated two major acquisitions, and led the global repositioning of the brand, which was acquired by Ericsson. Bradford also served as the President and CEO of N2 Broadband, the leading provider of open-platform, on-demand entertainment solutions. Among his many industry accolades and awards, Bradford was named one of Television Week’s “10 to Watch” for 2005 and one of the top 10 Entrepreneurs of the Year in 2010 by Business to Business.
Bradford also has extensive marketing-management experience, serving as Chief Marketing Officer at WebMD from 1998 to 2000. As such, he helped guide company growth from 40 to 4,000 employees and received more than $2 billion in funding. During his tenure at WebMD, Reggie was instrumental in defining interactivity on the web as an early pioneer of social communities. Additionally, he has held various marketing and management positions with Miller Brewing Company.
Bradford received a BBA in Finance from the University of Georgia and an MBA from Emory University. He serves on numerous advisory and non-profit boards including BrightWhistle, SoloHealth and The Brandery. Bradford resides in Atlanta, Georgia, with his wife Holly and their six children.
AudienceScience, Inc. View Bio »
Will Chapman is the Vice President of Enterprise Solutions at AudienceScience. He ensures that our clients are leveraging The AudienceScience Gateway platform to its fullest advantage. Working closely with our Marketing and Technology teams, Will is constantly assessing our clients’ goals and aligning them with our solutions for optimal results. As anyone who has discussed online advertising with Will can attest, he has an innate ability to listen to the individual needs of clients, assess the best next steps and communicate creative solutions with remarkable clarity and effectiveness. In addition to his online expertise, Will has years of experience working in traditional media. He specialized in selling highly charged programming and live sports, managing sales for programs in both terrestrial and satellite radio. This foundation has equipped him with the necessary knowledge and insightfulness to help our partners succeed.
Will holds a degree in communications from Indiana University of Pennsylvania.
Gentiva Health Services, Inc. View Bio »
David joined Gentiva in September 2008 as the Vice President of Marketing and Communications. In his role, David oversees all aspects of marketing for Gentiva Health Services, the nation's largest home healthcare and hospice company. He leads B2B, B2C and recruitment marketing efforts, including corporate and field programs, advertising, data analytics and public relations. David has led a comprehensive brand transformation, including consolidating to one brand name, new brand positioning & advertising, a powerful messaging platform, new segmentation, new services, and embedding the Gentiva story into its patient experience and corporate culture.
From 2004 to 2008, David was a Director of Direct Marketing and Advertising at AT&T, where he developed and executed multi-channel programs for data, entertainment and wireless services. Mr. Cygan also led strategic marketing alliances with major brands to drive industry-leading growth. Upon AT&T’s acquisition of BellSouth in 2007, David led the most comprehensive and aggressive advertising campaign in company history to effectively transition the brand to AT&T in the Southeast.
David is active in his field. He is on the marketing council of the Gerson Lehrman Group, Inc., providing firms such as Bain and Company, Deloitte, Morgan Stanley and private equity companies with an overview of marketing best practices.
Mr. Cygan has an Executive MBA from Georgia State University and a BS in Advertising from the University of Illinois. He resides in the Atlanta area with his wife and three children.
Marketo View Bio »
Sanjay is responsible for extending Marketo’s product leadership, developing business segments, and establishing a new solution ecosystem to increase the company’s reach. Sanjay joins Marketo from Crowd Factory, where as CEO, he was responsible for the strategic direction and vision of the company. Prior to Crowd Factory, Sanjay was CMO at Lithium Technologies, the leading provider of Social CRM solutions. While at Lithium, he helped achieve dramatic year-over-year growth as well as significantly increasing the company’s valuation. Prior to joining Lithium, he served as SVP and general manager for SumTotal Systems, and was an advisor at McKinsey & Company and Andersen Consulting. Sanjay holds a bachelor’s degree in economics from the Wharton School at the University of Pennsylvania and an MBA in strategy and marketing from the Kellogg School of Management.
Boeing Co. View Bio »
Scott Drach was named Human Resources vice president for Corporate and Shared Services Group in April 2011. He reports to Tony Parasida, senior vice president of Human Resources and Administration for The Boeing Company.
Drach is responsible for leading his team in partnering with the business to guide human resources (HR) strategies and deploy HR processes to Shared Services Group and seven Boeing corporate functions – Boeing Capital Corporation, Communications, Finance, Government Operations, HR & Administration, Law, and the Office of Internal Governance. He also plays an instrumental role in guiding the Company’s HR service delivery strategy and functional excellence initiative.
Prior to his current role, Drach led the function that provides HR services for Boeing International employees in more than 70 countries around the world. He worked with organizations across the company to improve the global delivery of HR support to employees and Boeing entities operating outside the United States.
Before joining Boeing International, Drach was the director of HR for Connexion by Boeing® and Boeing Canada Technology. Drach also has held HR leadership roles with Boeing-Corinth, Boeing-Irving, and Boeing Service Company in Texas. Earlier in his career he was involved in security and HR efforts for various divisions of the former Rockwell International after joining the company as a college intern at its Aircraft Modification Center in Shreveport, Louisiana.
Drach is a graduate of Louisiana State University and has a master’s degree in Industrial Relations from Louisiana Tech University. He is certified by the Human Resources Certification Institute as a global professional in human resources and as a senior professional in human resources.
Scott served six years in the Louisiana Army National Guard. He is a member of Rotary International and the Society for Human Resources Management. Scott also recently accepted a two-year appointment to the Chicago-Cook County Workforce Investment Board.
Vantiv View Bio »
As Vice President Marketing, Kathryn sets marketing direction and strategy for all lines of business for Vantiv’s subsidiary NPC, including the ISO channel, Indirect Sales and Merchant Bank relationships. Kathryn has been in the financial services industry for twenty years and has held numerous executive positions with fortune 100 companies including Allstate, General Motors and AIG. Kathryn has a broad knowledge base with extensive experience in strategic marketing, integrated communications, social media, product and project management, client services, and facilitating initiatives for the financial services, banking and insurance industries.
Lithium View Bio »
Katy Keim serves as Lithium's Chief Marketing Officer, leading all strategic marketing activities for the company including branding, positioning, communications, go-to-market strategy, and customer acquisition programs.
Prior to joining Lithium, Katy was the Executive Vice President of Marketing at ServiceSource (NASDAQ: SREV), a global leader in service revenue solutions for the high-tech and healthcare industries. During her tenure, Katy was integral to the company's success in growing from $7M to $100M+ in revenues and extending its global footprint to over five service centers and 700 employees. Katy's previous experience includes Vice President of Ecommerce at Intraware, where she participated in growing the company from an early stage concept to $100M+ in revenue and ultimately, an IPO. Her team was responsible for equipping a 100+-person sales team with lead generation programs, product marketing, and training for over 50 partners, including Sun, Oracle, and IBM. Katy began her career at Bank of America, in the Technology Finance Group focused on funding emerging companies.
Katy holds an MBA from the Kellogg Graduate School of Management, where she was an Austin Scholar. She also holds an undergraduate degree in history from the University of Virginia, where she was a Millfield Fellow.
V.F. Corporation View Bio »
After graduating from UCLA, Susan Kellogg began her fashion career at Macy's West, where she worked for eight years in several store and buying executive positions. She then moved on to a series of leadership positions with Liz Claiborne Inc. over a nine year period, including from 2004-2007 Susan served as Group President for Bridge and Contemporary Brands with the responsibility for five companies: Juicy Couture, Laundry by Shelli Segal, PrAna, Ellen Tracy and Dana Buchman.
Prior to joining VF, Susan served as CEO of Elie Tahari, Inc., where she significantly increased the contemporary fashion brand’s international and retail business. Currently she is the President of the Contemporary Brands Coalition for VF Corporation, the largest apparel company in the western hemisphere. She is responsible for three brands of the VF portfolio: 7 For All Mankind, Splendid, and Ella Moss. Contemporary Brands Coalition has over 200 retail stores globally and distribution in over 47 countries.
Her personal interests include surfing, skiing, traveling, dogs, horses, and UCLA Basketball/Football. Her favorite charities and organizations are the UCLA Athletic Department, Marfan Foundation, Special Olympics, Stuart House and Women In Need.
KB Home View Bio »
Joshua Landsberg is the Senior Manager of Digital Marketing for KB Home. With over 18 years experience in digital marketing and product management, Joshua leads all digital marketing efforts for KB Home. His areas of expertise include website development, social media strategy and search engine marketing. Already in his relatively short career at KB Home, he has developed and launched an all-new website for the homebuilder which has improved consumer engagement, spearheaded significant growth in the company’s social media presence and improved email marketing effectiveness.
Prior to joining KB Home, Joshua was the Senior Director of Product Management and the resident Digital Marketing Expert at CinemaNow Inc., an online Video On Demand company backed by Microsoft, Blockbuster, and Lion's Gate among others. Other past experience includes tenure at KPE, an interactive agency, at which he was responsible for managing website development for clients. He holds a B.A. in Political Science from the University of California Santa Cruz.
Medline View Bio »
Sue MacInnes is the Chief Marketing Officer at Medline, where her responsibilities include overseeing the marketing strategy and implementation for 20 different product divisions and more than 1,100 sales representatives who work with hospitals, surgery centers, nursing homes, physician offices, home health agencies and HME providers. Medline is the largest privately held manufacturer and distributor of healthcare supplies in the United States. Today Medline sales worldwide exceed $5.1 billion and MacInnes has been an important part of that growth.
MacInnes joined Medline in 1985 as a sales representative in the Philadelphia area and quickly rose to director of reimbursement at the corporate offices in the Chicago area. From there, she developed the Patient-Specific Supply Management Program that launched Medline into the homecare industry. In 2005 she was promoted to Chief Marketing Officer.
Her mantra is “to make it hard for the healthcare worker to do the wrong thing.” Sue is the editor of Healthy Skin magazine and The OR Connection magazine, bringing information to healthcare workers about key industry initiatives and practical solutions that will make healthcare safer and more efficient.
MacInnes was also a member of the National Association for Home Care and Hospice (NAHC) board for two years and served as a member of the Surgical Dressing task force, assisting in the development of control flags for the Centers for Medicare and Medicaid Services (CMS).
In the past year Sue co-authored two books; Sturdy Trees with Michele DeMeo, in which she tells the story of her love for her husband, their marriage and ultimately his battle against ALS that ended in May 2012. She was also one of seven chief marketing officers from a variety of industries asked to contribute a chapter to The World’s Foremost Authorities on Marketing Share What They Know Best, which was published in 2012.
Relationship Science View Bio »
Speaker bio coming soon...
Sears Holdings View Bio »
Ryan Ostrom is the CMO of Craftsman and the Divisional Vice President of Digital Marketing for KCD Brands, helping lead the melding of traditional and digital marketing strategy for three of the most beloved brands in the world - Kenmore, Craftsman, and DieHard. In the last year, the three brands have seen significant e-commerce, mobile, and digital success of award winning social media executions such as the Kenmore Craftsman Brand Live Experience and Craftsman’s Screw*d program which was SXSW’s 2012 Interactive Award winner for Business. The brands continue to make strides in using content to connect on a more targeted and personalized level not only attracting a younger and more relevant consumer but further defining how a brand can interact directly with its core consumer base.
Prior to KCD Brands, Ostrom led and launched RBKCustom, Reebok’s first shoe customization site. With additional successful stints at Ralston Purina, Ostrom has a background in everything from dogs to dog bone wrenches. Ostrom received his MBA from The University of Chicago (Booth) and finished his undergrad studies at Fort Lewis College
BP, N.A View Bio »
Kevin Phelan is currently President at Agôn Partners, which works with organizations to help develop and execute their Sustainability, Marketing and Stakeholder Communications strategies. He was most recently Senior Vice President at BP America where he was Chief Sales and Marketing Officer responsible for BP's $25bn Fuels and Retail business. He has held Sales and Marketing leadership roles in Retail, Business to Business, Corporate Communications, Strategy and Sustainability for BP around the world. Kevin has worked in the UK, Europe, Asia as well as California and for the past six years in Chicago where he now based with his family.
Redbox View Bio »
As vice president of Customer Programs and Insights, Judy Ransford is responsible for developing programs that engage customers, build loyalty, and ultimately grow customer value. She also leads the consumer insights and marketing response modeling teams; whose goals are to enable customer centric and highly personalized experiences.
Judy has been with Redbox since 2008, and her previous roles leadership of online, mobile and email marketing and leadership of the strategy and analytics team. During her tenure at the company she has played an integral role in optimizing product distribution and driving overall growth for the Redbox business. To date, Redbox has more than 31,000 kiosk locations, 311 million impressions at retail each month and 43 million email subscribers.
Prior to Redbox, Judy was the director of marketing analytics and product management for the UAL business at RR Donnelly, and a strategy consultant at Marakon Associates. She has also spent time as a technology project manager for Accenture and Dell (Perot Systems). She earned her masters of business administration from the Kellogg School of Management at Northwestern University and a bachelor of science in statistics from the University of Iowa.
Jive Software View Bio »
John brings more than 25 years of experience helping to guide some of the world’s most successful technology companies through start-up phases, major product launches, branding and marketing campaigns, rapid growth, acquisitions and IPOs. He has raised over $150M in private and public markets and was a key early-stage contributor to companies that are today delivering well over $100B in combined annual sales.
He began his career with Intel and then joined Apple (Macintosh Marketing). He ran marketing and sales for Weitek, the world’s first fabless chip company, which completed an IPO and pioneered 3D graphics for video gaming. John was Vice President of Global Market Planning and Programs at Oracle. and CEO of Cahoots/Informative (a social networking and customer intelligence SaaS company). Most recently, John was President and CEO of Zeebo, Inc., which launched a wireless interactive entertainment, internet, social networking and education platform for consumers in Brazil, Mexico, China, India and other emerging markets.
He holds a Bachelor of Science degree in electrical engineering from Stanford University.
Health Care Service Corporation View Bio »
As senior vice president and chief marketing officer, Darren Rodgers is responsible for marketing for all business segments. He oversees marketing research, product development, installation, marketing training and communications, as well as sales operations and strategy. Prior to assuming this position in 2012, he was president of the Texas Division and Southwest Region, where his responsibilities included sales and account management, health care management and medical policy.
Previously, he served as divisional senior vice president of Texas Health Care Management. He also served as president of the Caring for Children Foundation of Texas.
He earned a bachelor’s degree from the University of Georgia, a master’s degree from Duke University, an M.B.A. from Tulane University and a master’s degree in dispute resolution from Southern Methodist University.
Brightcove View Bio »
For over 20 years Steve Rotter has been helping organizations drive business innovation with technology. Currently, Steve is the Vice President of Digital Marketing Solutions at Brightcove, the leading online video platform for web marketers and media companies. Prior to joining Brightcove, Steve was the Director of Product Marketing at Adobe Systems where he drove the global launch of Adobe’s Rich Internet Application technologies including Flex 3, Flash Player 9 and Adobe AIR. Before joining Adobe, Steve was co-founder and VP of Marketing for venture backed startup Q-Link Technologies which was acquired by Adobe in 2004. Prior to founding Q-Link, Steve was co-founder and President of Paradigm Research, a marketing and business strategy consultancy focused on the Fortune 500. Steve received his MBA from Northwestern University’s Kellogg Graduate School of Management and has volunteered on advisory boards for several non-profit organizations including World Vision and A Childs Right.
1-800-Flowers.com Inc. View Bio »
Tom Russell is the Senior Vice President of Marketing for the Gourmet Food and Gift Baskets Brands on 1800Flowers.com. In this role, Tom leads the marketing teams for several industry-leading brands, including Fannie May Fine Chocolates, Cheryl’s Cookies, The Popcorn Factory, 1-800Baskets.com, Winetasting.com, and Stockyards. Tom held prior marketing leadership roles at a number of Chicago-area companies, including Orbitz Worldwide, OfficeMax, Installshield Software and Platinum Technology.
Tom is a graduate of the University of Notre Dame with a Business Administration degree and earned his MBA from the Kellogg School of Management at Northwestern University.
7:50am – 8:50am Breakfast
8:50am – 8:55am Argyle Executive Forum Opening Remarks
8:55am – 9:00am Introducing Ryan Ostrom
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Josh MaitChief Marketing OfficerRelationship Science
9:00am – 9:35am “Importance of Content Creation in Marketing”
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Ryan OstromChief Marketing Officer, Craftsman & Head of Digital - KCD BrandsSears Holdings
9:40am – 10:00am Thought Leadership Spotlight Presented by Lithium
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“Getting Serious about Social”
Early adopters have been crushing business metrics long enough to prove the power of social—tapping social customers for things like support call deflection and word-of-mouth marketing. While these forward thinkers brought home $MM in benefits in 2012, the rest will have to stop experimenting and get serious if they expect to survive in 2013.
They’ll stop dabbling on large public networks like Facebook, Twitter and YouTube and begin investing in social customer experiences that drive real business outcomes. We’ll see less tolerance for fuzzy metrics like fans and followers, more appetite for real business metrics like cost reduction and increased revenue. We’ll see more brands get out of their silos and get into social strategies that reflect customer experience goals for the entire business.
Join us and learn how 2012’s most successful social brands have raised the bar for 2013. Find out what you need to do to get serious and survive in the social customer experience age.Katy KeimChief Marketing OfficerLithium
10:00am – 10:25am Coffee Break
10:25am – 11:15am Panel Discussion
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“Understanding your Customer & Driving Results through Digital Marketing”Session topics include, but are not limited to:Fully ushering your company’s marketing strategy into the digital age
- Exploring all appropriate channels for your business Using newer marketing technologies to better understand your customer and to tailor your marketing strategy accordingly
- How to approach the almost paralyzing explosion of data available today
- Discussing the difficulties faced in knowing where to start Using data to better understand your customers and to deliver an exceptional customer experience
- Leveraging improved customer experience to build long lasting, intimate relationships that translate into brand loyalty How to facilitate the intersection of traditional marketing and newer digital techniques
- Balancing the creative nature of marketing with the plethora of new technologies available
- Using social media to tell a story and emotionally connect with your customer base
11:20am – 11:40am Thought Leadership Spotlight Presented by Oracle
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"Socially Enabling the Enterprise for a More Personalized & Valuable Customer Experience"
Social has been a transformative medium that has given rise to today’s “empowered consumer” and upended the traditional consumer-to-business relationship. And mobile is fueling its importance and growth. Because consumers are increasingly spending their time on social networks, it is imperative that almost every department inside an enterprise—-marketing, sales, customer service, commerce, HR—-should be engaging via social and then marrying the data with enterprise data to give a holistic, real-time view of the consumer. The social web provides a wealth of opportunity to allow businesses to listen, learn, engage and analyze for a more personalized and valuable customer relationship. From Twitter to mobile/social Foursquare check-ins, the growing content being shared amongst consumers is evidence that consumers are in the driver’s seat and becoming increasingly expectant of tailored interactions.Now more than ever, it’s critical to understand, engage and empower today’s consumer for a better consumer experience. Learn how social is uniquely qualified to help you personalize and nurture your customer relations—taking your customers experiences to the next level.Reggie BradfordSVP Product Development, Social PlatformOracle*Please note, this session is off the record.
11:40am – 11:55am Coffee Break
11:55am – 12:40pm Panel Discussion
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“The Changing Role of the CMO”Session topics include, but are not limited to:Understanding how the CMO’s skills sets are changing and expanding
- The CMO’s rising importance as a leader within the executive team
- How to leverage relationships with fellow executives to better integrate marketing endeavors within overall corporate goals Functioning as a “Change Agent” for the company and embracing the rapidly advancing digital world
- Driving deeper customer engagement through new technologies
- Realizing the importance of data and developing an analytical framework to best approach it
- Reshaping & restructuring marketing teams to be more result-driven Doing more with less in the current economy
- Identifying fundamental marketing efforts that are most important and will drive the best results
12:45pm – 1:05pm Thought Leadership Presented by Aprimo
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Data-driven marketing is critical to driving relevance. CMOs must transform the organization by linking spend to results across multiple channels and then improving transparency. Marketers must be more strategic, and can improve effectiveness of marketing efforts by connecting the dots in data to programs, spend and marketing processes to gain insights that power decisions and initiatives that drive results. By combining data insights with real-time digital interactions from campaigns, CMOs can create a deeper understanding of the customer, drive higher customer engagement, and grow customer value.Lisa ArthurChief Marketing OfficerAprimo
1:05pm – 2:05pm Lunch
2:05pm – 2:50pm Panel Discussion
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“Leadership Speaks: Branding through Exceptional, Tailored Content”Session topics include, but are not limited to:Renewing the focus on brands and brand-building
- Best practices in differentiating your brand and creating a unique image
- Going beyond segmentation/targeting – renewing the focus on customer experience & personalization Utilizing the available channels in today’s technologically advanced world to deliver the most tailored, personalized content
- Video, mobile, social, etc. How to keep your brand relevant to your customers/consumers
- Ensuring that your customers’ experience reflects the values of the brand
- Earning your customers’ trust and inspiring brand ambassadors
2:50pm – 3:20pm Coffee Break
3:20pm – 3:55pm “Leadership development at the world’s largest aerospace company”
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Scott DrachVP, Human Resources, CorporateBoeing Co.
3:55pm – 4:00pm Argyle Executive Forum Closing Remarks
4:00pm – 5:00pm Closing Reception
What will be discussed? Explore marketing hot topics and challenge areas such as:
Evaluate where you are on the omnichannel maturity curve, reflect on how your team is driving accountability around the omnichannel customer experience, and find out what you could be doing better. Our speakers will discuss:
- Methodologies for measuring ROI
- Targeting with customer data
- Managing cross functional collaboration
- Comparing single and multichannel interactions
Confront the shift to the mobile consumer head on, by learning how the Fortune 500 has adapted their marketing efforts for mobile devices. Discuss mobile's evolution and make predictions for the future. Get briefed on:
- Optimizing content for mobile
- Managing the mobile channel as a marketer
- Building a unified view of users across channels
- Measuring the ROI of mobile
Buyer 2.0: the B2B customer
Who is the B2B customer of today, as opposed to 5-10 years ago? Learn how successful organizations have implemented new channels and capabilities to reach this specific type of consumer. Gain insight into:
- Catering outreach to the customer
- Empowering your sales team
- Establishing brand credibility
- Becoming a thought leader
Explore how we understand our customers in today's hyper-connected world, and develop a brand dialogue to effectively communicate with them. Hear discussions on:
- Understanding audience fragmentation
- Connecting emotionally with customers
- Communicating across multiple touch points
- Integrating new media with traditional strategy
The digital CMO
The digital sphere has changed the role of the CMO, in scope and practice. Talk about how this affects all areas of the executive agenda, from budgeting to hiring. Learn how top CMOs are:
- Being catalysts for change
- Adopting new measurement tools
- Defining new roles to add value
- Leading by example
Exceed your customer's expectations for a tailored experience with effective content marketing. Find out how other marketing leaders are:
- Driving engagement through personalization
- Measuring content efforts
- Exploring new communication channels
- Understanding customer preferences
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"Argyle offers a terrific opportunity to learn about marketing challenges and strategies across industries."
The CMO of Perry Ellis on how the CMO forums create a space to share perspectives and solutions with peers in an informal setting.
"As a member of the CMO community, I have been impressed by the caliber of the organization and the network. "
A VP of Marketing at Compass Group USA on attending Argyle CMO events and making connections.
"Their forums bring together engaging speakers and fascinating content. "
The CMO of Constellation Brands on the Argyle CMO series.