market segmentation / integration

1 Day Meeting

2015 Leadership in Digital Marketing

Dec 03, 2015

Overview

As the digital age has fundamentally changed how the customer functions on a day to day basis, it has also revolutionized the field of marketing. The same fundamental questions continue to dominate marketing: Who is my customer? How can I understand them better? How can we build their trust and loyalty and grow our business? But in today's technologically advanced world, the answers to these questions are rapidly evolving every day. Given the explosion of data and the plethora of new technologies available to harness it, marketing leaders must determine what tools they can use to efficiently and effectively understand their customers better. Simultaneously, marketers are being pressed to demonstrate the value of their products/services across multiple channels in order to convince today's economically constrained customer, while also building a relationship between the customer and the brand that is personal and valuable.

Argyle Executive Forum is bringing together leading marketing executives from a variety of industry verticals to discuss best-practices and innovative marketing strategies in a discussion-based format at our 2015 Leadership in Digital Marketing Forum. The forum will focus on several areas, including (but not limited to): the digital marketplace, the explosion of big data, the importance of analytical capabilities, social media, exceptional branding, etc.

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Who Should Attend

Speakers

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

Nate Barad

Nate Barad

Director of Product Strategy

Sitecore

Ken Bausch

Ken Bausch

Vice President Marketing

World Kitchen

Patrick Cassidy

Patrick Cassidy

Head of Global Digital Brand Marketing

New Balance

John Costello

John Costello

President, Global Marketing and Innovation

Dunkin' Brands

Margaret Coughlin

Margaret Coughlin

SVP, Chief Marketing & Communications Officer

Boston Children's Hospital

Mary Cusick

Mary Cusick

Vice President, Marketing

TIAA-CREF

Matt Duffy

Matt Duffy

VP Marketing – LogMeIn Connected Products and Customers

LogMeIn

Ben Eason

Ben Eason

Vice President, Client Development

Conversant

Rob Egan

Rob Egan

Chief Marketing Officer Healthagen (Accountable Care Medicity iTriage and Active Health)

Aetna

Sean Gallimore

Sean Gallimore

Corporate Vice President, Chief Marketing Officer

Parexel

Adam Grossman

Adam Grossman

Chief Marketing Officer

Boston Red Sox

Dee Hadley

Dee Hadley

Chief Marketing Officer

Uno Restaurant Holdings

Peter Isaacson

Peter Isaacson

Chief Marketing Officer

Demandbase

Kristin Kelley

Kristin Kelley

Chief Marketing Officer

Randstad

Brian Kenny

Brian Kenny

Chief Marketing and Communications Officer

Harvard Business School

Matt Kilmartin

Matt Kilmartin

Chief Revenue Officer

Krux

Chris Lynch

Chris Lynch

Senior Director Product Marketing

Oracle Marketing Cloud

Lori Marcus

Lori Marcus

Former Chief Global Brand & Product Officer

Keurig Green Mountain

Jonathan Parrott

Jonathan Parrott

Senior Competitive Intelligence Maven

TrackMaven

Joe Pych

Joe Pych

Founder & President

Bionic Advertising Systems

Tim Spencer

Tim Spencer

Vice President, Agency Sales

NewsCred

Amber Stepper

Amber Stepper

Vice President, Marketing & Advertising

National Amusements

Mathew Sweezey

Mathew Sweezey

Principal Marketing Insights

Salesforce

Hester Tinti-Kane

Hester Tinti-Kane

Head of Social Media, North America

Pearson

Angela Zener

Angela Zener

Senior Vice President, Marketing

Radius

Yuval Zukerman

Yuval Zukerman

Director, Practice Lead, Digital Marketing

Brightcove

Agenda

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7:30am - 8:30am
Breakfast
8:30am - 8:35am
Argyle Executive Forum Opening Remarks
8:35am-8:40am
Session Introduction Presented by TrackMaven

Jonathan Parratt
Senior Competitive Intelligence Maven
TrackMaven 

8:40am - 9:15am
Keynote Session featuring Dunkin' Brands

"Bottom-Line Branding: Keeping the Edge in Today’s Rapidly Changing World"

Dunkin' Brands President, Global Marketing & Innovation, and the current Global Chairman of the Mobile Marketing Association, John Costello, will discuss how Dunkin’ Brands keeps a 60-year-old icon relevant to consumers today. Through this presentation, you will learn how Dunkin' Brands determines the right role for digital, mobile and social marketing when traditional marketing continues to work very well. Examples of Omni-channel marketing from both the Dunkin’ Donuts and Baskin-Robbins brands will be shared.

John Costello
President, Global Marketing and Innovation
Dunkin' Brands

This session is off the record*

9:20am - 9:40am
Thought Leadership Spotlight Presented by Oracle

Chris Lynch
Senior Director Product Marketing
Oracle 

9:40am - 10:00am
Coffee Break
10:00am - 10:45am
Panel Discussion Presented by Brightcove and Newscred

“The New Customer Journey: Why Content Defines How Consumers Meet, Engage and Return to Your Brand”

Session topics include, but are not limited to:

  • Identifying your customer’s experience
  • How the customer journey has evolved over time and how to best know when and how to reach their audience. 
  • Best practices for understanding today’s consumer journey and reaching their intended audience with impact
  • Why content can best impact how customers choose to engage with your brand.
  • The effectiveness of marketing efforts along the customer journey and how to best improve and prove ROI along the way

Moderator:
Kristin Kelley
Chief Marketing Officer
Randstad  

Panelists:
Margaret Coughlin
SVP, Chief Marketing & Communications Officer
Boston Children's Hospital

Rob Egan
Chief Marketing Officer Healthagen (Accountable Care Medicity iTriage and Active Health)
Aetna 

Tim Spencer
Vice President, Agency Sales
NewsCred 

Amber Stepper
Vice President, Marketing & Advertising
National Amusements

Yuval Zukerman
Director, Practice Leader, Digital Marketing
Brightcove 

10:50am - 11:10am
Thought Leadership Spotlight Presented by Salesforce

“Succeeding in the Infinite Future”

The average smartphone owner is on 7.4 social channels, has 1500 Facebook posts waiting on them, and on average will only visit 1.7 pages on your website. Up to this point it's been easy for marketers to make incremental changes in adopting new technologies to increase our engagement; however for the first time in history we are facing a new challenge, radical change. Building relationships with a mediated (Fragmented) consumer, dynamically, and at scale is a new type of problem we face today, which historical marketing practices do not account for. Thought research and working with the world’s best brands Mathew will teach you how to create a scalable, sustainable, and valuable marketing practice for the infinite future.

Mathew Sweezey
Principal Marketing Insights
Salesforce

11:10am - 11:30am
Coffee Break
11:30am - 11:50am
Thought Leadership Spotlight Presented by Demandbase

"The New Normal: Account-Based Selling Meets Account-Based Marketing"

You’ve probably heard of Account-Based Marketing (ABM), and you’ve probably heard that it’s the next big thing. Account-Based Marketing doesn’t just address one or two of your challenges, but solves for the challenges across the entire customer journey.  With an Account-Based Marketing approach, marketers can deliver high-quality leads, understand the impact of their marketing programs, align with their sales counterparts and ultimately drive better business results for their organizations.  While there are a number of ways you can build out an ABM strategy, the basic tenants are quite simple and can be implemented into your organization the right way. 

In this presentation, Peter will discuss:

  • The evolution of ABM to its current state
  • How sales & marketing align to close business with ABM
  • Where to focus to execute ABM
  • The business impact and real results of ABM in action

Peter Isaacson
Chief Marketing Officer
Demandbase 

11:55am - 12:40pm
Panel Discussion Presented by Conversant and LogMeIn

“Customer Engagement in a Hyper-Connected World”

Session topics include, but are not limited to:

  • What challenges has the hyper-connected consumer brought to your business and how are you addressing those challenges?
  • Are there any examples of how your brand is becoming more effective in this cross-device culture that we are all living?
  • How are your responsibilities changing in response to the evolving nature and pace of customer engagement in today’s digital, customer-driven environment? 
  • How can marketers excel at managing complexity and anticipating what’s right for customers in real time?
  • How has today's sophisticated customer managed to gain ownership of the relationship? 
    • Understanding audience fragmentation and the multitude of channels being utilized by customers throughout their decision process 
  • How are brands adjusting to this new dynamic customer-centric dynamic? How are marketers aligning and integrating their efforts across multiple channels to drive engagement? 
  • How to leverage new tools and technologies to synergize marketing efforts across multiple channels and delivered a unified customer experience?
    • Using these tools to sift through and learn from meaningful customer data and tailoring marketing efforts accordingly 
  • How has your team been able to translate customer engagement into tangible results?
    • How are you able to measure the results of your efforts in this area?

Moderator:
Brian Kenny
Chief Marketing and Communications Officer 
Harvard Business School

Panelists:
Patrick Cassidy
Head of Global Digital Brand Marketing
New Balance

Matt Duffy
Vice President, Marketing- LogMeIn Connected Products and Customers
LogMeIn 

Ben Eason
Vice President, Client Development
Conversant 

Sean Gallimore
Corporate Vice President, Chief Marketing Officer
Parexel

Hester Tinti-Kane
Head of Social Media, North America
Pearson

12:45pm - 1:05pm
Thought Leadership Spotlight Presented by Bionic Advertising Systems

What is “Pacing” in Marketing Performance Measurement? (And why you’d be foolish to ignore it.)

Running a marketing campaign is like running the Boston Marathon. If you ignore your pace, you’ll fail to achieve your performance goals.

Unlike marathon runners, most marketers don’t monitor their pace while their campaigns are running. Sure, they monitor performance metrics. But they don’t take the next step and calculate the pace of these metrics relative to goals. As a result, they’re oblivious to their true marketing performance until it’s too late. It’s not until they reach the “finish line” of the campaign when they discover they failed to achieve their marketing objectives.

But it doesn’t have to be this way.  In this session, you’ll learn how to calculate and monitor your pacing in real-time and how to avoid blind spots in your marketing performance measurement.

Joe Pych
Founder & President
Bionic Advertising Systems

1:05pm - 2:05pm
Lunch
2:05pm - 2:50pm
Panel Discussion Presented by Krux and Radius

"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?
    • What investments – people, process, tools – are you making to meet the demands of data-driven marketing?
  • Which marketing functions have been most transformed by improved expanded access to and broader application of 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?
    • How are you incorporating social signals into your marketing efforts?
  • When targeting consumers with targeted messages, with the proliferation of devices and mobile activity, understanding the “who” across browsers and devices can be a challenge. How are you addressing the cross-device identity management challenge?
    • How are you modulating messages across all touchpoints and measuring the impact of these efforts? I.e. Reach, frequency
  • What other marketing inefficiencies are primed for data to tackle next?

Moderator:
Ken Bausch
Vice President Marketing
World Kitchen

Panelists:
Mary Cusick
Vice President, Marketing
TIAA-CREF 

Dee Hadley
Chief Marketing Officer
Uno Restaurant Holdings

Matt Kilmartin
Chief Revenue Officer 
Krux

Angela Zener
Senior Vice President, Marketing
Radius

2:50pm - 3:05pm
Coffee Break
3:05pm-3:10pm
Session Introduction Presented by Sitecore

Nate Barad
Director of Product Strategy
Sitecore

3:10pm - 3:50pm
Fireside Chat featuring Boston Red Sox

Adam Grossman
Chief Marketing Officer
Boston Red Sox 

Interviewed by:
Lori Marcus
Former Chief Global Brand & Product Officer
Keurig Green Mountain

3:50pm - 3:55pm
Argyle Executive Forum Closing Remarks
3:55pm - 4:55pm
Closing Reception

Sponsors

This event will feature insights from top executives, including

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