Why You Should Attend!

While B2B marketing is nothing new, it is evolving at a rapid pace, presenting exciting new opportunities to both organizations and marketing executives. Argyle Executive Forum is bringing together leading marketing, digital and analytics executives at our for our inaugural 2017 CMO Forum: B2B Marketing in the Digital Era. Throughout a full day of content and networking, we will focus on the most pressing issues that B2B marketing executives are facing as the function continues to transform.

With a program geared specifically towards B2B Chief Marketing Officers, Chief Brand Officers, as well as marketing, brand, digital, and analytics VPs and directors in a leadership role, key topics will include:

  • Internal collaboration with other departments, particularly sales and IT, to drive a powerful data-driven marketing function
  • Investing in emerging tools and capabilities to drive leads and gather valuable customer intelligence
  • The increasing focus on content marketing and native advertising
  • Breaking down silos to create data-driven, individualized customer experiences
  • Tracking the evolution of account based marketing (ABM) and its role in B2B marketing

Our keynote presentationsfireside chatspanel sessions, and interactive group discussion sessions will enable you to learn about and discuss these topics and more. Plus, you can expand your network by meeting peers from across the nation and around the world.

We look forward to hosting you alongside our community of Fortune 500 B2B marketing leaders hailing from the heart of the Bay Area and beyond!

Register to Attend

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This event will feature insights from top executives, including:

If you'd like to recommend a speaker, please email Laura Laxamana at llaxamana@argyleforum.com.

ARGYLE HOST Jonathan Alloy Vice President, Wholesale Banking Product Management
Wells Fargo
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Alyson Griffin Vice President, B2B Marketing Strategy
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Elena Izakson Vice President, Marketing & Communications
Hub Group
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Dan Kimball Senior Vice President, Marketing
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Lisa Luscap Vice President, Digital Marketing & Consumer Experience
Dolby Laboratories
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Rachael McBrearty Chief Creative
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Paul Mele Head of Defined Contribution & Retirement Marketing
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James Meono Director, Digital Marketing
MUFG Union Bank, N.A.
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Tara Sharp Head of Marketing, Chief Marketing Officer
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Kirsten Smith Vice President of Marketing
View Bio »
Jennifer Sundquist Head, Field Marketing
View Bio »
  • 8:30am – 9:30am Breakfast
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    Kick off the day with a healthy breakfast and networking. Connect with your peers in the marketing and technology communities from the financial services industry before the morning’s content begins.

  • 9:30am – 9:35am Argyle Opening Remarks
  • 9:35am – 10:10am Opening Keynote Session
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    More details coming soon!

  • 10:15am – 10:35am Thought Leadership Spotlight
  • 10:35am – 11:05am Networking Break
  • 11:05am – 11:55am Panel Discussion: “Creating and Sustaining a Successful Content Marketing Strategy”
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    Session topics include, but aren’t limited to:

    • How B2B marketers are investing in content, both internally and externally
    • An overview of which platforms marketers are utilizing and best practices for how to tailor the content to fit each specific medium
    • Tackling the biggest challenges in distribution, and how brands are collaborating with external partners to take advantage of native advertising
    • Predictions for how content marketing will continue to evolve in the B2B landscape within the next 1-2 years

  • 11:55am – 12:15pm Networking Break
  • 12:15pm – 1:05pm Panel Discussion: “How ABM Transforms the Role of the B2B Marketer”
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    Session topics include, but aren’t limited to:

    • An overview of Account Based Management and how it affects the role of the marketer in a B2B organization
    • Exploring the shift for marketing and sales teams to collaborate more effectively
    • What types of tools marketers are leveraging for ABM
    • How to scale your ABM strategy and determine your ROI
    • What the future of ABM will look like as it continues to evolve

  • 1:05pm – 2:05pm Lunch
  • 2:05pm – 2:55pm Panel Discussion: “When Partnerships Between Brands Make Sense”
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    Session topics include, but aren’t limited to:

    • How B2B marketers are utilizing partnerships to extend their reach
    • What makes a good partnership? The good, the bad & the ugly
    • Exploring how collaboration between brands benefits both sides, and the different types of partnerships that leading brand marketers are leveraging
    • What are the biggest challenges that B2B marketers are facing in finding the right partners?

  • 2:55pm – 3:15pm Networking Break
  • 3:15pm – 3:55pm Afternoon Keynote Session
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    More details coming soon!

  • 3:55pm – 4:00pm Argyle Closing Remarks
  • 4:00pm – 5:00pm Closing Reception
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    Wrap up the day with a cocktails and hors d'Oeuvres. Head home with new connections and a notebook full of key takeaways to implement back at the office.

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! request a pass.

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 "2017 CMO Forum: B2B Marketing in the Digital Era" in San Francisco
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.

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

The below hotels are recommended by Argyle Executive Forum. Please note that we do not have a corporate rate. For details on where the event will take place, please contact your Argyle relationship manager.


Hotel Nikko

222 Mason St.
San Francisco, CA 94102
Telephone: (415) 394-1111


InterContinental San Francisco

888 Howard St
San Francisco, CA 94103
Telephone: (415) 616-6500


JW Marriott San Francisco Union Square

515 Mason St
San Francisco, CA 94102
Telephone: (415) 771-8600


San Francisco Marriott Marquis

780 Mission Street
San Francisco, CA 94103
Telephone: (415) 896-1600