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 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 Atlanta. 

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.

Jeff Adee Senior Vice President, B2B List Services
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Kristie Amobi Vice President, Marketing
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Cleve Bellar Vice President, Marketing
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Ashish Bisaria Former SVP, Customer Experience
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Ray Bouley EVP, Senior Director, Marketing and Communications
Jones Lang LaSalle
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Terrie Campbell Vice President, Strategic Marketing
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David Craig Senior Vice President, Wholesale Bank Marketing
SunTrust Bank
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Donya Edler Vice President, Marketing & Communications
AMEC Power & Process Americas
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Alexandra Gobbi Senior Vice President, Corporate Marketing and Communications
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Peter Isaacson Chief Marketing Officer
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Justin King Chief Strategist, B2B E-Commerce
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Holly Maddox Vice President, Global Corporate Marketing
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Rajeeb Mohapatra Vice President, B2B eCommerce
Office Depot
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Adam Needles Chief Strategy Officer and Principal
Annuitas Group
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Jack Ruane Director, Southeast
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Michelle Spohnholz Former Vice President, Marketing
CSM Bakery Products
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Joe Staples Chief Marketing Officer
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Kathy Van Pelt Vice President, Strategic Marketing
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Bill Wynne Vice President, Marketing, Con-Way Freight, Inc.
Faculty Professor, College of Marketing & Law at Eastern Michigan University
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Heather Zynczak Chief Marketing Officer
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  • 7:55am – 8:55am Breakfast
  • 8:55am– 9:00am Argyle Executive Forum Opening Remarks
  • 9:00am – 9:05am Introducing Terrie Campbell
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    Jeff AdeeSenior Vice President, B2B List ServicesInfogroup

  • 9:05am – 9:40am “Branding from the inside out”
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    When Ricoh began its transition from a product business to a services-led model, the marketing team faced two challenges: changing its brand perception and creating awareness and relevance with customers and prospects. But before they could change their customers’ perception, the marketing team knew they had to change employees’ perceptions first. During this session, discover how the Ricoh marketing team helped educate and reinvent Ricoh’s workforce, empowering employees to rally around new messaging and have confidence in how Ricoh is making information work for its customers in the new world of work. Then extend that messaging to prospective customers through thought leadership content on WorkIntelligent.ly.

    Attendees will learn:

    • How to develop a messaging platform that unites your organization, both inside and out, around a central theme;
    • How to drive relevant, meaningful messaging via websites, emails, white papers, customer stories, etc. Studies show that up to 57% of prospective customers research companies and technologies before contacting a sales rep; it is crucial that marketing develop effective thought leadership campaigns.
    • How generational work style differences affect marketing campaigns as well as work environments.
    Terrie CampbellVice President, Strategic MarketingRicoh

  • 9:45am – 10:05am Thought Leadership Spotlight presented by Oracle
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    "Prioritizing and building a business case for your B2B digital customer experience"Wherever you are in building your online customer experience, a business case can help you explain the value and prioritize your initiatives.  In this session we will walk through how to calculate and use a business case.Justin KingChief Strategist, B2B E-CommerceOracle

  • 10:05am – 10:30am Coffee
  • 10:30am - 10:35am Introducing “The Evolution of the Modern Marketing Executive”
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    Jason StewartVice President, Demand GenerationAnnuitas Group

  • 10:35am – 11:20am Panel Discussion
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    “The Evolution of the Modern Marketing Executive”How does the modern CMO fit into the management team?

    • How has digital transformed the role of the CMO within B2B organizations?
    • 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 the way in which CMO’s structure their teams changed over the past few years?
    • What new positions have become necessary? How are these new roles being defined?
    • How is the modern CMO collaborating with key executives? How have the relationships between marketing and IT, sales, and HR changed?
    • How will the role of the CMO continue to evolve in the future?
    Moderator:Michelle SpohnholzVice President, MarketingCSM Bakery ProductsPanelists:Cleve BellarVice President, MarketingSageDavid CraigSVP, Wholesale Bank Marketing DirectorSunTrust BankAlexandra GobbiSenior Vice President, Corporate Marketing and CommunicationsEarthLinkHeather ZynczakChief Marketing OfficerDomo

  • 11:25am – 11:45am Thought Leadership Spotlight presented by Demandbase
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    “Bridging the Great Divide: Sales & Marketing Alignment” 

    As customers move further through the purchase process on their own, the alignment of sales & marketing is more critical than ever before. Commercial groups that fail to collaborate efficiently are putting their goals at serious risk. Join this session to learn how account-based marketing is breaking down barriers and uniting both teams under one strategy.

    Peter IsaacsonChief Marketing OfficerDemandbase

  • 11:45am – 12:05pm Coffee Break
  • 12:05pm – 12:35pm Fireside Chat:
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    Natalie PutnamVice President, MarketingRyder SystemInterviewed by:Lynette Hegeman Vice President, MarketingBerkshire Property Advisors

  • 12:40 – 1:00pm Thought Leadership Spotlight presented by AtTask
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    "B2B Marketing Shouldn’t Mean Boring-to-Boring"

    Most CMO’s, when they hear B2B marketing, they think….boring! This doesn’t have to be the case. B2B marketing can and should be as exciting as putting together a super bowl ad. However, the only way this can happen is if you and your team have insight into all the marketing work that is being done. In this presentation, Joe Staples, CMO of AtTask, will talk about how AtTask is helping marketing teams solve their work chaos and unleash their creative genius by providing a single solution for managing all marketing projects, and move from Boring-to-Boring to Brilliant-to-Brilliant.

    Joe StaplesChief Marketing OfficerAtTask                

  • 1:00 – 2:00pm Lunch
  • 2:00 – 2:45pm Panel Discussion
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    “Buyer 2.0: The New Customer Dynamic”Ensuring that the entire organization understands your current customer, as opposed to your customer 5-10 years ago

    • Spending the time to research and understand your modern customer
    • Marketing’s role as educator within the organization
    • Addressing generational shifts on the buyer side
    • How does your modern customer want to engage?
    • Has your organization built out the channels & capabilities to support these new preferences? What challenges have you encountered?
    • Catering to different generations within the customer base
    • How to reach the different types of customers successfully
    • How to educate and empower the sales team to connect with this new, diverse group
    • Establishing the brand as a thought leader
    • How is your marketing team working to establish the brand’s credibility before the customer interacts with your company directly?
    Moderator:Holly MaddoxVice President, Global Corporate MarketingElavonPanelists:Ray BouleySenior Vice President, Marketing; National DirectorJones Lang LaSalleDonya EdlerVice President, Marketing & CommunicationsAMECJack RuaneDirector, SoutheastSDLKathy Van PeltVice President of Strategic MarketingRandstad SourceRight

  • 2:45 – 3:00pm Coffee Break
  • 3:00 – 3:35pm "Delivering Customer Experience". 
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    Ashish BisariaSVP, Customer ExperienceManheim

  • 3:40 – 4:10pm “Understanding and Adapting to the Changing Healthcare Environment – Elekta’s Story”
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    In this session, attendees will learn more about the healthcare landscape in the United States and its impact on cancer care. Attendees will understand both challenges and opportunities arising from this new market dynamic and discover how one commercial organization is adapting to better meet needs of cancer care providers and patients.

    Kristie AmobiVice President, MarketingElekta

  • 4:10pm – 4:15pm Argyle Closing Remarks
  • 4:15 – 5:15pm 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 "2014 Chief Marketing Officer Leadership Forum: Spotlight on B2B Marketing" in Atlanta is proudly sponsored by:

About Image
  • "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.

Traveling for the event? Stay at one of our recommended hotels nearby:

The below is a preferred hotel of Argyle Executive Forum. Please note that we do not have a corporate rate.


Grand Hyatt Atlanta in Buckhead

3300 Peachtree Road NE
Atlanta, GA 30305
Telephone: (888) 421-1442

Continuing Education Credits:

Due to the nature of our program, Argyle events do not always receive continuing education credits. We do make efforts to apply in several states and will work with members to apply as an individual if credits are not awarded for the event. Should we receive credits, we do however inform our members.