Chief Marketing Officer

1 Day Meeting

2017 CMO Forum:
B2B Marketing in the Digital Era

Nov 29, 2017

Overview

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 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!

Join Us at this Event

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Who Should Attend

Speakers

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

Jonathan Alloy

Jonathan Alloy

Vice President, Innovation

Wells Fargo

Luke Adams

Luke Adams

Senior Account Advocate

Domo

Melita Balestieri

Melita Balestieri

Vice President, Marketing

Randstad

Mark Bornstein

Mark Bornstein

Vice President, Content Marketing

ON24

Heidi Bullock

Heidi Bullock

Chief Marketing Officer

Engagio

Lynne Capozzi

Lynne Capozzi

Chief Marketing Officer

Acquia

Sean Crowley

Sean Crowley

Leader, Integrated Marketing Sales & Marketing Solutions

Dun & Bradstreet

Lori Dekker

Lori Dekker

Global Programmatic Media Lead

Cisco

Alyson Griffin

Alyson Griffin

Vice President, Global Brand Marketing

Intel

Peter Isaacson

Peter Isaacson

Chief Marketing Officer

Demandbase

Kyra Johanson

Kyra Johanson

Product Marketer

Salesforce

Dan Kimball

Dan Kimball

Senior Vice President, Marketing

Eventbrite

Eileen Loustau

Eileen Loustau

Senior VP, Head of Multi-Channel Banking and Segment Strategy

Bank of the West

Lisa Luscap

Lisa Luscap

Vice President, Digital Marketing & Consumer Experience

Dolby Laboratories

Rachael McBrearty

Rachael McBrearty

Chief Creative

Cisco

Amy McDougall

Amy McDougall

Customer Experience Leader

Cisco

James Meono

James Meono

Director, Digital Marketing

MUFG Union Bank, N.A.

Patti Newcomer-Simmons

Patti Newcomer-Simmons

Vice President, Head of Marketing

Intuit

Jackie Palmer

Jackie Palmer

Global VP, Strategy and Solution Management

SAP

Tara Sharp

Tara Sharp

Head of Marketing, Chief Marketing Officer

Sonic

Jennifer Sundquist

Jennifer Sundquist

Director, Americas Field Marketing

Equinix

Olga Teplitsky

Olga Teplitsky

Senior Vice President

Seismic

Agenda

Download Agenda
7:30am - 8:30am
Breakfast
8:30am - 8:40am
Opening Remarks by Argyle Host

Jonathan Alloy
Vice President, Innovation
Wells Fargo

8:40am - 9:15am
Keynote Session featuring Intel: The Digital Future of B2B Marketing

Digital marketing is evolving rapidly. Marketers must stay ahead of the many trends. From developing optimized email marketing campaigns to using customers’ data to predict their next transactions, data and insights are the keys to unlock the future of marketing.  Alyson Griffin, VP of Intel Brand Team, will present Intel's data-driven marketing methodology and how signals, whispers and trends impact customer engagement.

In this keynote session, the audience will:

  • Articulate how new technology trends impact the marketing landscape
  • Identify key actionable takeaways to drive discussion with their teams
  • Draw ideas from Intel best practices

Alyson Griffin
Vice President, Global Brand Marketing
Intel

9:15am - 9:35am
Thought Leadership Spotlight featuring Domo

Luke Adams
Senior Account Advocate
Domo

9:35am - 10:00am
Networking Break
10:00am - 10:50am
Panel Discussion: "Creating and Sustaining a Successful Content Marketing Strategy"

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

Moderator:

Eileen Loustau
Senior VP, Head of Multi-Channel Banking and Segment Strategy
Bank of the West

Panelists:

Kyra Johanson
Product Marketer
Salesforce

Lisa Luscap
Vice President, Digital Marketing & Consumer Experience
Dolby Laboratories

Patti Newcomer-Simmons
Vice President, Head of Marketing
Intuit

Olga Teplitsky
Senior Vice President
Seismic

10:55am - 11:15am
Thought Leadership Spotlight featuring SAP: "Discover the Three Keys to Marketing in the Moment"

Jackie Palmer
Global VP, Strategy and Solution Management
SAP

11:15am - 11:35am
Networking Break
11:35am - 11:55am
Thought Leadership Spotlight featuring Engagio: "How to Use Account Based Marketing to Exceed Your Revenue Goals in 2018"

You’ve heard the hype — Account Based Marketing is rapidly becoming the next big thing in B2B marketing. Now it’s time to move beyond the hype to learn HOW innovators are practicing ABM, as well as what works and what doesn’t. In this session, Heidi Bullock, CMO of Engagio, reveals actual examples of how they use proven ABM techniques to exceed revenue goals.

Join us to learn how the experts orchestrate their programs across departments and channels for personalized, relevant touches that get results.

  • 3 simple steps to get up and running with ABM in under 30 days
  • How to tier your target accounts to execute personalization at scale
  • 5 metrics to show impact and prove the impact of your ABM program
  • How to orchestrate ABM plays that leverage multi-channel engagement through account-based advertising, social, direct mail, email, phone and video

Heidi Bullock
Chief Marketing Officer
Engagio

12:00pm - 12:45pm
Panel Discussion: "How ABM Transforms the Role of the B2B Marketer"

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

Moderator:

Amy McDougall
Customer Experience Leader 
Cisco

Panelists:

Sean Crowley
Leader, Integrated Marketing Sales & Marketing Solutions
Dun & Bradstreet

Lori Dekker
Global Programmatic Media Lead
Cisco

James Meono
Director, Digital Marketing
MUFG Union Bank, N.A.

Jennifer Sundquist
Director, Americas Field Marketing
Equinix

12:50pm - 1:10pm
Thought Leadership Spotlight featuring On24: "Rethinking Engagement: Using webinars to connect to the modern buyer"

Mark Bornstein
Vice President, Content Marketing
ON24

1:10pm - 2:10pm
Lunch
2:10pm - 2:30pm
Thought Leadership Spotlight featuring Demandbase

Peter Isaacson
Chief Marketing Officer
Demandbase

2:35pm - 3:20pm
Panel Discussion: Simplifying & Personalizing the B2B Customer Journey

Session topics include, but aren’t limited to:

  • How marketers developing a marketing strategy that caters to the modern B2B customer (more choice and access than ever before)
  • How modern marketers connecting with customers across different touch points, and ultimately driving the whole customer lifecycle experience
    • How can marketing teams leverage technology and data to personalize the experience so it becomes engaging and humanized?
  • How marketers are ensuring cross-function collaboration to support the organization’s B2B customer experience strategy
    • How are you aligning the goals of product and marketing experts, who don’t always see eye to eye on strategies and technologies to make it work?
  • How brand and marketing leaders effectively communicating the brand in a way that compels the buyer?
  • What are some of the practical steps you and your marketing team have taken to getting started on this journey? For those in the audience, what tips would you provide to make the transition from doing nothing to creating engaging experiences for your customers?

Moderator:

Melita Balestieri
Vice President, Marketing
Randstad

Panelists:          

Lynne Capozzi
Chief Marketing Officer
Acquia

Dan Kimball
Senior Vice President, Marketing
Eventbrite

Rachael McBrearty
Chief Creative
Cisco 

3:20pm - 3:35pm
Networking Break
3:35pm - 4:10pm
Keynote Session featuring Sonic

Tara Sharp
Head of Marketing, Chief Marketing Officer
Sonic

4:10pm - 4:20pm
Closing Remarks by Argyle Host

Jonathan Alloy
Vice President, Innovation
Wells Fargo

4:20pm - 5:20pm
Closing Reception

Sponsors

This event will feature insights from top executives, including

  • Thought Leadership Spotlight, Networking & App Partner

  • Thought Leadership Spotlight & App Partner

  • Thought Leadership Spotlight & App Partner

  • Thought Leadership Spotlight Partner

  • Thought Leadership Spotlight Partner

  • Panel Partner

  • Panel Partner

  • Panel Partner

  • Panel Partner

  • Senior Supporter Partner

  • Senior Supporter Partner

Interested in sponsoring an event?

Speak to one of our dedicated sponsorship teams sponsorship@argyleforum.com

Sponsorship Information

Advisory Board

We are proud to share with you the following Argyle Industry Influencers. Their contributions to Argyle help keep the programs we offer our membership current and relevant, so we can continue delivering you premiere experiences, content development, and membership engagement.