Why You Should Attend!

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 lmeyer@argyleforum.com.

Michael Antman Vice President, Marketing
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Jack Arehart Co-Chief Commercial Officer
AAR Corp.
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Lisa Arthur Chief Marketing Officer
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Reggie Bradford SVP Product Development, Social Platform
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Will Chapman Vice President, Enterprise Sales
AudienceScience, Inc.
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David Cygan Vice President of Marketing
Gentiva Health Services, Inc.
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Sanjay Dholakia CMO
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Scott Drach VP, Human Resources, Corporate
Boeing Co.
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Kathryn Kaporis Vice President, Marketing
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Katy Keim Chief Marketing Officer
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Susan Kellogg President of Contemporary Brands
V.F. Corporation
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Joshua Landsberg Head of Digital Marketing
KB Home
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Sue MacInnes Chief Marketing Officer
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Josh Mait Chief Marketing Officer
Relationship Science
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Ryan Ostrom Chief Marketing Officer, Craftsman & Head of Digital - KCD Brands
Sears Holdings
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Kevin Phelan President, Agon Partners; Former CMO
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Judy Ransford Vice President, CRM & Marketing Analytics
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John Rizzo Chief Marketing Officer
Jive Software
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Darren Rodgers SVP & Chief Marketing Officer
Health Care Service Corporation
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Steve Rotter Vice President, Digital Marketing Solutions
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Tom Russell SVP Marketing, Gourmet Foods and Gift Baskets
1-800-Flowers.com Inc.
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  • 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
    Moderator:Darren RodgersSVP & Chief Marketing OfficerHealth Care Service Corporation Panelists:Will ChapmanVice President, Enterprise SalesAudienceScience, Inc.Sanjay DholakiaChief Marketing Officer MarketoJoshua LandsbergHead of Digital MarketingKB Home Judy RansfordVice President, CRM & Marketing AnalyticsRedbox

  • 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
    Moderator:Sue MacInnesChief Marketing OfficerMedline Panelists:Michael AntmanVice President, MarketingINTL FCStoneJack ArehartCo-Chief Commercial OfficerAAR Corp.John RizzoChief Marketing OfficerJive SoftwareTom RussellSVP Marketing, Gourmet Foods and Gift Baskets1-800-Flowers.com Inc.

  • 12:45pm – 1:05pm Thought Leadership Presented by Aprimo
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    "Data-Driven Marketing"

    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
    Moderator:Kevin PhelanFormer Senior Vice President, Marketing & SalesBP Panelists:David CyganVice President of MarketingGentiva Health Services, Inc.Kathryn KaporisVice President, MarketingVantivSusan KelloggPresident of Contemporary Brands CoalitionV.F. Corporation Steve RotterVice President, Digital Marketing SolutionsBrightcove

  • 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:

Omnichannel strategy

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

Mobile Marketing

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

Customer engagement

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

Content marketing

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

Still have questions? We have answers.

I want to attend, but what if I'm unsure of my schedule and need to cancel my participation?

Just let us know. We understand that schedules change! However, we always have a waiting list for this event, and if you don't cancel, we will assume you are still attending and your spot will go unused. If you must, cancel at least 48 hours prior to the event to make room for others!

What if I can't be OOO for a whole day, or need to come late?

We have wifi and private rooms available for attendees to take calls and spend some quiet time on emails, as well as access to printing. Have a morning meeting you can't miss? No problem. This event was designed for busy executives - we get it.

I'd like to bring some colleagues. Do I need to register them online?

Events are more fun with friends, and we'd be happy to host your team. You can have them register online, or send us their names, titles and email addresses and we will take care of it for you!

I don't see the event venue listed. Where will the meeting be held?

To maintain exclusivity, we don't release the venue address until the registration process has been completed. All logistical details will be shared once you have requested a pass and been approved.

The "2013 Chief Marketing Officer Leadership Forum: Spring Event" in Chicago
is proudly sponsored by:

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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.