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Agenda
Welcome to MarTech! Click the Watch buttons below to start exploring. The entire program is available on-demand so you can discover when it fits your schedule. Still need to register? Grab your free pass here!
Tuesday — March 28th, 2023
Keynote
Identifying B2B and B2C consumers in a privacy-driven environment
Identifying B2B and B2C consumers in a privacy-driven environment
Apple
Gmail
Outlook.com
Yahoo Mail
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Cyndi Greenglass, President, Livingston Strategies
Tim Parkin, President, Parkin Consulting
Kim Davis, Editorial Director, MarTech
Speaker
Cyndi Greenglass
President, Livingston Strategies
Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, measure, and analyze their customer communications with a close focus on results.
With a strong track record in data-driven communications, strategic planning, and database development, Cyndi has built a successful company and reputation in performance-based marketing across a broad range of industries, with a strong focus on B2B organizations.
Prior to launching her current consultancy, Cyndi was a founding partner at Diamond Communication Solutions, a data driven communications firm specializing in Healthcare, Financial Services, and direct response solutions.
Cyndi has taught and trained marketers throughout the world. She currently co-hosts a podcast series entitled Marketing Horizons sponsored by WVU, and is a consistent contributor to books, white papers, and articles by leading marketing thought leaders. She is an Adjunct Instructor in the WVU Data Marketing Communications M.Sc. program.
Speaker
Tim Parkin
President, Parkin Consulting
Tim Parkin is a consultant, advisor, and coach to marketing executives globally. He specializes in helping marketing teams optimize performance, accelerate growth, and maximize their results. By applying more than 20 years of experience merging behavioral psychology and technology, Tim has unlocked rapid and dramatic growth for global brands and award-winning agencies alike. He is a speaker, author, and thought leader who has been featured in AdAge, AdWeek, Inc, TechCrunch, Forbes, and many other major industry publications. Tim is also a member of the American Marketing Association, Society for the Advancement of Consulting, and an inductee to the Million Dollar Consulting Hall of Fame.
Speaker
Kim Davis
Editorial Director, MarTech
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN.
Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist.
Identifying B2B and B2C consumers in a privacy-driven environment
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Session overview
Customers need you to know who they are, regardless of the channel or device they’re using to connect with you. At the same time, they expect you to respect their privacy. The upshot for marketers is... as the industry gradually weans itself from cookie-tracking, other types of data become super-important.
If you're not already (1) considering first-party (and zero-party) data strategies, (2) thinking about how consensually obtained customer information can be supplemented in privacy-compliant ways, and (2) activating data to create personalized engagement and construct compelling customer journeys... it's time to begin.
Kick off your MarTech experience with an opening keynote from MarTech Editorial Director Kim Davis. Together, you'll explore the challenges of identifying and targeting audiences in this increasingly privacy-driven environment -- and how these challenges present themselves when marketing to both B2B and B2C consumers.
Kim will be joined for candid conversations with marketing ROI expert Tim Parkin and leading go-to-market strategist Cyndi Greenglass who will shed additional insights on this critical component of your customers' accelerating expectations.
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Speakers
Cyndi Greenglass
President, Livingston Strategies
Tim Parkin
President, Parkin Consulting
Kim Davis
Editorial Director, MarTech
Break
Concurrent sessions
Transform customer journeys for better CX and results
Transform customer journeys for better CX and results
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Andy Gremett, Director of Product Marketing, Treasure Data
Joana de Quintanilha, VP, Principal Analyst, Forrester (Guest Speaker)
Speaker
Andy Gremett
Director of Product Marketing, Treasure Data
Successful innovative marketing and digital leader with extensive experience in creating and implementing a product and digital marketing strategies. Creatively use analytics-based content to help companies transform from an inside-out product approach to an outside-in customer-driven marketing experience. Known for developing strong collaborative relationships with an ability to listen, lead and bring people together across an organization. Passion for helping companies succeed by effectively reaching customers within their journey at the right time and place.
Speaker
Joana de Quintanilha
VP, Principal Analyst, Forrester (Guest Speaker)
Based in Amsterdam, Joana serves customer experience professionals. Her areas of expertise include digital customer experience, tools like journey mapping, and Agile methods. Joana also focuses on brand and leads Customer Experience Index research in Europe.
Transform customer journeys for better CX and results
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Session overview
- Draw inspiration from companies that have used customer journeys to improve personalized experiences and engagement outcomes
- Know which operational levers to pull for a journey-centric approach
- List the technologies required to facilitate connected customer journeys
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Speakers
Andy Gremett
Director of Product Marketing, Treasure Data
Joana de Quintanilha
VP, Principal Analyst, Forrester (Guest Speaker)
Sponsored by: Treasure Data
Treasure Data Customer Data Cloud helps enterprises use all of their customer data to improve campaign performance, achieve operational efficiency, and drive business value with connected customer experiences. Our suite of customer data platform solutions integrates customer data, connects identities in unified customer profiles, applies privacy, and makes insights and predictions available for Marketing, Service, Sales, and Operations to drive personalized engagement and improve customer acquisition, sales, and retention. To learn more, visit www.treasuredata.com.
Here’s what B2B marketers need to know about CTV creative
Here’s what B2B marketers need to know about CTV creative
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Jeremy Bunya, Product Marketing Manager, MNTN
Speaker
Jeremy Bunya
Product Marketing Manager, MNTN
Jeremy Bunya is a Product Marketing Manager at QuickFrame by MNTN who focuses on positioning and messaging for the premier video creation platform. His career experience in advertising and data technology help provide insight and perspective into the future of the industry and how to create more effective video, leveraging data driven insights.
Here’s what B2B marketers need to know about CTV creative
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Session overview
As a B2B marketer, you may think that Connected TV advertising is outside the realm of possibility for your business. While developing TV creative can take a lot of resources, you only have a small team. Video assets can quickly run up the tab and you’re already stretching a small budget. However, there are solutions that can help you hack the system so that you can take advantage of all that CTV advertising has to offer without breaking the bank or being stuck with the same boring video assets.
Join Jeremy Bunya, Product Marketing Manager at QuickFrame by MNTN, to learn about how to take your B2B advertising from dull to dynamite.
After this session, you'll be able to:
- Manage an influx of video assets, even if you don’t have a creative agency on retainer or the manpower internally
- Make the most of your new video assets and ensure they reach the right audience
- Track asset performance throughout
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Speakers
Jeremy Bunya
Product Marketing Manager, MNTN
Sponsored by: MNTN
MNTN builds advertising software for brands to drive measurable conversions, revenue, site visits and more through the power of television. MNTN Performance TV is the world’s first and only Connected TV advertising platform optimized for direct-response marketing goals. It redefines what advertisers can do with television, giving them the power to tie performance directly to their TV campaigns.
Television is the most powerful ad medium in the world. We believe that it belongs right alongside paid search and social in advertisers’ direct-response marketing strategies. That’s why we applied our years of experience building performance marketing software to create an ad platform that combines the precision of digital with the impact of television. MNTN Performance TV offers a suite of targeting, measurement, and automated optimization technology designed to deliver the results marketers expect from their performance channels. Our mission isn’t just to ensure your TV campaigns hit your goals, it’s to leave a lasting impact that helps you drive business for years to come.
Supercharge data-driven experiences to keep your customers coming back for more
Supercharge data-driven experiences to keep your customers coming back for more
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Brett Bothe, Sr Product Marketing Manager, Salesforce
Erin Pryor, CMO, First Horizon Bank
Jason Scott, SVP of Martech and Ops, First Horizon Bank
Speaker
Brett Bothe
Sr Product Marketing Manager, Salesforce
Brett Bothe is a product marketer focused on Marketing Cloud Engagement at Salesforce. Her work centers around the creation of seamless customer experiences and the digital marketer — telling their stories, finding unique use cases, and sharing best practices.
Speaker
Erin Pryor
CMO, First Horizon Bank
Erin Pryor is a results-focused, creative, and empathetic Chief Marketing Officer with 20 years of combined experience across the Finance, Banking, and Media industries. She is a thoughtful and pragmatic leader with demonstrated success in businesses of all sizes, from start-ups to Fortune 100 enterprises. Erin has expertise in strategy, brand building, consumer-based integrated marketing, and digital marketing driven by actionable metrics. She is interested in joining a growing business focused on transforming marketing strategy, marketing operations, and client experience while growing market share.
Speaker
Jason Scott
SVP of Martech and Ops, First Horizon Bank
Jason Scott is a senior-level strategic marketing technology leader in financial services with 20+ years of shaping and connecting customer and user experiences using a variety of stacks. His current focus is heavy leverage of the Salesforce.com ecosystem, to include CRM (sales + service), CDP and marketing automation, personalization, and orchestration components.
Supercharge data-driven experiences to keep your customers coming back for more
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Session overview
Today’s marketers are being asked to do more with less and engage with customers in new ways... despite tighter budgets and reduced headcount. For many brands, this can be a struggle -- with customer data living in siloed systems, multiple identifiers, changing privacy regulations, and the cookieless future on the horizon.
Join Brett Bothe, Sr Product Marketing Manager at Salesforce, Erin Pryor, CMO at First Horizon Bank, and Jason Scott, SVP of Martech and Ops at First Horizon Bank, to learn how to use rich first-party data to create unified customer profiles, build smarter segments, and increase messaging accuracy and relevance across all touchpoints using Salesforce Marketing Cloud.
After this session, you’ll be able to:
- Identify common challenges associated with building a single, 360-degree view of the customer
- Develop a roadmap and plan for realizing customer experience objectives using unified data
- Leverage Marketing Cloud Engagement and Customer Data Platform to deliver hyper-personalized experiences that meet customer needs while increasing operational efficiency and productivity
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Speakers
Brett Bothe
Sr Product Marketing Manager, Salesforce
Erin Pryor
CMO, First Horizon Bank
Jason Scott
SVP of Martech and Ops, First Horizon Bank
Sponsored by: Salesforce
Salesforce is the world’s #1 customer relationship management (CRM) platform. We help your marketing, sales, commerce, service and IT teams work as one from anywhere — so you can keep your customers happy everywhere.
We bring companies and customers together.
Salesforce unites your marketing, sales, commerce, service, and IT teams from anywhere with Customer 360 — one integrated CRM platform that powers our entire suite of connected apps. With Customer 360, you can focus your employees on what’s important right now: stabilizing your business, reopening, and getting back to delivering exceptional customer experiences.
The marketing singularity: Large language models and the end of marketing as you knew it
The marketing singularity: Large language models and the end of marketing as you knew it
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Christopher Penn, Chief Data Scientist, TrustInsights.ai
Speaker
Christopher Penn
Chief Data Scientist, TrustInsights.ai
Christopher S. Penn is an authority on analytics, digital marketing, marketing technology, data science, and machine learning. A recognized thought leader, best-selling author, and keynote speaker, he has shaped five key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, marketing data science, and artificial intelligence/machine learning in marketing. As co-founder and Chief Data Scientist of Trust Insights, he is responsible for the creation of products and services, creation and maintenance of all code and intellectual property, technology and marketing strategy, brand awareness, and research & development.
Mr. Penn is a 2020, three-time IBM Champion in IBM Analytics, a Brand24 Top 100 Digital Marketer, an Onalytica Top 100 AI in Marketing influencer, and co-host of the award-winning Marketing Over Coffee marketing podcast. Prior to co-founding Trust Insights, he built the marketing for a series of startups with a 100% successful exit rate in the financial services, SaaS software, and public relations industries. His work has served brands such as Twitter, T-Mobile, Citrix Systems, GoDaddy, AAA, McDonald’s, and many others.
Mr. Penn is an IBM Watson Machine Learning Certified Professional, a Google Analytics Certified Professional, a Google Ads Certified Professional, a Google Digital Sales Certified Professional, and a Hubspot Inbound Certified Professional. He is the author of over two dozen marketing books including bestsellers such as AI for Marketers: A Primer and Introduction, Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero, and Leading Innovation.
The marketing singularity: Large language models and the end of marketing as you knew it
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Session overview
"Singularity", a term coined by mathematician John von Neumann and popularized by Ray Kurzweil, refers to a moment in time when artificial intelligence growth becomes uncontrollable and irreversible, resulting in dramatic changes to human civilization.
For marketers, with the advent of large language models and generative AI, the singularity is here. Models like GPT-3 and GPT-Neo-X have trivialized some tasks, allowed others to scale rapidly, and are changing the very foundations of digital marketing, particularly around SEO. Many marketers are profoundly unprepared for what's happening right now and what's just around the corner.
Join Christopher Penn, Chief Data Scientist at TrustInsights.ai, as he explores how large language models are built, how they can make our jobs as marketers easier, and how you need to prepare for what's to come.
After this session, you'll be able to:
- Understand what large language models can and cannot do
- Know how your organization should be thinking about their usage
- Apply the underlying technologies to marketing
- Determine how various marketing jobs will be impacted
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Speakers
Christopher Penn
Chief Data Scientist, TrustInsights.ai
Break
Concurrent sessions
Product-led growth is the new marketing
Product-led growth is the new marketing
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Adam Greco, Product Evangelist, Amplitude
Speaker
Adam Greco
Product Evangelist, Amplitude
Adam Greco is one of the leaders of the digital marketing analytics industry. As one of the earliest customers and employees at Omniture, he has helped thousands of organizations improve their digital properties through the use of data. Adam has blogged extensively about digital marketing analytics and authored the preeminent book on Adobe Analytics. Adam has served as a board member to several digital analytics organizations and has won several awards from the Digital Analytics Association. Adam is currently a product evangelist for Amplitude where he helps leading organizations strategize around using data for digital marketing.
Product-led growth is the new marketing
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Session overview
As more and more of the world is digitally transformed, marketing practices are changing. New browser cookie restrictions and privacy regulations are making it more difficult than ever to quantify the success of marketing efforts. In addition, consumers are overloaded with too many marketing messages across too many channels. Marketing must evolve or die.
The challenges faced by marketers has spawned a new approach - product-led growth.
Join Adam Greco, Product Evangelist at Amplitude, for a look at how and why many of the leading B2B and B2C organizations have found that product-led growth is the future of marketing.
After this session, you'll be able to:
- Understand the changes marketers are facing
- Explain why product-led growth has become so popular for both B2B and B2C organizations
- Follow steps to adopt product-led growth practices at your organization
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Speakers
Adam Greco
Product Evangelist, Amplitude
Sponsored by: Amplitude
Amplitude is the Digital Optimization System. Powered by the proprietary Amplitude Behavioral Graph, the Digital Optimization System enables organizations to see and predict which combination of features and actions translate to business outcomes - from loyalty to lifetime value - and intelligently adapt each experience in real-time based on these insights. Amplitude is the brain behind more than 45,000 digital products at over 1,000 enterprise customers and 23 of the Fortune 100, helping them innovate faster and smarter by answering the strategic question ‘how do our digital products drive our business?’
Marketing in a downturn: Practical strategies for a powerful CX
Marketing in a downturn: Practical strategies for a powerful CX
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Heidi Bullock, CMO, Tealium
Speaker
Heidi Bullock
CMO, Tealium
Heidi Bullock is an experienced marketing executive who has built a 20+ year career working at both global enterprise technology companies and start-ups. She is currently the CMO of Tealium, the trusted leader in real-time customer data orchestration. Prior to Tealium, she held leadership roles at Engagio and Marketo.
Marketing in a downturn: Practical strategies for a powerful CX
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Session overview
In today’s financial climate, marketers and consumers are expected to do more with less. That said, it’s crucial that your campaigns aren’t tone-deaf and that you’re not only getting the most value for your marketing spend, but you’re also providing the most value to your customers.
So how do you do that?
Join Heidi Bullock, CMO at Tealium, to learn how to effectively allocate your marketing spend and show your customers that you genuinely care.
After this session, you'll be able to:
- Reduce marketing spend with a first-party data strategy
- Add more value to the customer journey without increasing costs
- Follow tips for expressing authenticity and better aligning business values with marketing messaging
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Speakers
Heidi Bullock
CMO, Tealium
Sponsored by: Tealium
Tealium connects customer data– spanning web, mobile, offline, and IoT devices– so brands can connect with their customers. Tealium empowers companies to create a unified, real-time customer data infrastructure. The Tealium Customer Data Hub makes customer data more valuable, actionable, and secure. For more information, visit www.tealium.com.
Improve your digital experience to drive more revenue
Improve your digital experience to drive more revenue
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Alp Mimaroglu, Director of Marketing, Sysco
Speaker
Alp Mimaroglu
Director of Marketing, Sysco
Alp Mimaroglu is a marketing executive who has worked for brands such as Sysco, Salesforce, Symantec, and Accenture. Alp has deep experience in deep expertise in guiding teams to drive customer acquisition, engagement, and retention. Past experience driving revenue-effective marketing growth strategies for top B2B and B2C brands.
Improve your digital experience to drive more revenue
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Session overview
Building a winning digital experience does not start with technology. It starts with a good strategy, relevant touchpoints you want to create, and business outcomes you want to drive. From ecommerce to email to mobile through sales and service -- there are many places to go, and so little time and resources. You don’t want to boil the ocean and you need results.
Join Alp Mimaroglu, Head of Marketing Technology at Sysco, as he shares how to set a strategy and optimize it by leveraging your organization and martech stack to build a better digital experience at your organization.
After this session, you’ll be able to:
- Think through and problem-solve the complexity of the digital experience
- Understand the pitfalls of optimizing a digital experience and know where to focus your energy
- Plot out your future marketing technology roadmap
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Speakers
Alp Mimaroglu
Director of Marketing, Sysco
Defining a modern CDP: Closing the gap between expectation and reality
Defining a modern CDP: Closing the gap between expectation and reality
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William Sears, Group Vice President, Solution Strategy, Zeta Global
Joe Stanhope, VP, Principal Analyst, Forrester
Speaker
William Sears
Group Vice President, Solution Strategy, Zeta Global
William Sears brings together a unique combination of analytic thinking and technical understanding with strong people skills and a clear communication style. He is a successful client engagement leader, consultant, and technical product marketer with diverse experience across CPG, Retail, and Automotive. William has over 20 years of client and industry knowledge and a solid track-record of driving an evolution of information views, technology applications, and analytic interpretations resulting in business value for clients.
Speaker
Joe Stanhope
VP, Principal Analyst, Forrester
Joe Stanhope is a vice president and principal analyst, serving B2C marketing professionals. He is a leading expert on the intersection of marketing and technology. Joe's research focuses on exploring strategies for leveraging technology — including enterprise marketing software suites, customer analytics, cross-channel campaign management, customer data platforms, and identity management — to deliver relevant and engaging customer experiences. Joe also researches the long-term trajectory of the marketing technology ecosystem and its implications for marketing organizations, technology suppliers, and services providers.
Defining a modern CDP: Closing the gap between expectation and reality
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Session overview
Customer Data Platforms (CDPs) are a critical investment in aggregating and managing customer data, but they are falling short of user expectations. Only 10% of CDP owners today feel the product meets all needs. That number drops to 1% who believe their current CDP answers future requirements.
Join Joe Stanhope, VP, Principal Analyst at Forrester, and William Sears, Group Vice President, Solution Strategy at Zeta Global, as explain how to close the gap between expectation and reality when it comes to your CDP.
After this session, you'll be able to:
- Set realistic expectations for your CDP
- Recognize and navigate common challenges of CDPs
- Apply practical buying recommendations when you're ready to purchase a CDP
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Speakers
William Sears
Group Vice President, Solution Strategy, Zeta Global
Joe Stanhope
VP, Principal Analyst, Forrester
Sponsored by: Zeta Global
Zeta Global (NYSE: ZETA) is a leading data-driven, cloud-based marketing technology company that empowers enterprises to acquire, grow and retain customers more effectively and efficiently. The Company’s Zeta Marketing Platform (the “ZMP”) is the largest omnichannel marketing platform with identity data at its core. The ZMP analyzes billions of structured and unstructured data points to predict consumer intent by leveraging sophisticated artificial intelligence to personalize experiences at scale. Founded in 2007 by David A. Steinberg and John Sculley, the Company is headquartered in New York City. For more information, please go to www.zetaglobal.com.
Break
Concurrent sessions
Transform the customer experience with Personalization
Transform the customer experience with Personalization
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Tory Calkins, Product Marketing Manager, Salesforce
Robert Marusi, Chief Commercial Officer, Turtle Bay Resort
Speaker
Tory Calkins
Product Marketing Manager, Salesforce
Tory Calkins currently serves as Product Marketing Manager at Salesforce.
Speaker
Robert Marusi
Chief Commercial Officer, Turtle Bay Resort
Robert Marusi is an innovative professional with years of progressive experience as a Sales, Marketing, Omnichannel Executive with the skills to drive business growth, capitalize on new revenue potential, and manage all aspects of daily business operations. Robert has expertise in business development, profitable pricing strategies, client relations and needs assessment, digital marketing, social media strategy, financial management, purchasing, administration, staff training, supervision, motivation and mentoring. He facilitates a team approach to achieve organizational objectives, increase productivity and enhance employee morale. Robert is a quick study, with an ability to easily grasp and put into application new ideas, concepts, methods and technologies.
Transform the customer experience with Personalization
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Session overview
It's no secret that customer expectations have reached an all-time high. While 94% of marketers know their customers expect personalized experiences, only 25% are confident that their organization has a successful personalization strategy in place.
Join Tory Calkins, Product Marketing Manager at Salesforce, and Robert Marusi, Chief Commercial Officer at Turtle Bay Resort, to learn how innovative brands are enhancing every customer’s journey with relevant 1-to-1 experiences with Marketing Cloud Personalization.
After this session, you'll be able to:
- Leverage customer data to provide relevant recommendations across channels
- Apply personalization strategies that accelerate customer loyalty
- Know which tools to use to drive conversions at scale
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Speakers
Tory Calkins
Product Marketing Manager, Salesforce
Robert Marusi
Chief Commercial Officer, Turtle Bay Resort
Sponsored by: Salesforce
Salesforce is the world’s #1 customer relationship management (CRM) platform. We help your marketing, sales, commerce, service and IT teams work as one from anywhere — so you can keep your customers happy everywhere.
We bring companies and customers together.
Salesforce unites your marketing, sales, commerce, service, and IT teams from anywhere with Customer 360 — one integrated CRM platform that powers our entire suite of connected apps. With Customer 360, you can focus your employees on what’s important right now: stabilizing your business, reopening, and getting back to delivering exceptional customer experiences.
Preparing for how data privacy will change your email metrics and strategy
Preparing for how data privacy will change your email metrics and strategy
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Natalie Jackson, Director of Demand Generation, CBIZ
Speaker
Natalie Jackson
Director of Demand Generation, CBIZ
Natalie Jackson is the Director of Demand Generation at CBIZ and co-host of the podcast Humans of Email. She has more than a decade of experience in B2B marketing strategy, demand generation, account-based marketing, and digital marketing, including more than eight years of strategic consultation on CRM and marketing automation alignment strategy. She combines her work brand side, agency side, and for a marketing automation platform to deliver a broad perspective on both digital marketing trends and practical applicability. Natalie has spoken on the topics of email marketing, CRM strategy, and content marketing at Dreamforce, Really Good Emails, Digital Summit, MarketingProfs, Microsoft Dynamics CRMUG Summit, DynamicsCon, and for countless vendor webinars and local marketing organizations.
Preparing for how data privacy will change your email metrics and strategy
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Session overview
GDPR, CPRA, the end of third-party cookies: Data privacy is a hot topic among digital marketers, but it’s not just advertisers who should be worried.
If your email strategy’s success is founded on clicks, opens, and assumed opt-ins, the data privacy landscape of the future could be a rude awakening. It's best to start preparing now for how the increased loss of cookies, new security software, and data privacy in general will affect how you measure your email campaigns and ultimately the email strategies you implement
Join Natalie Jackson, Director of Demand Generation at CBIZ and co-host of the podcast Humans of Email, as she offers advice -- and consolation -- on how to rethink your email strategy as classic reporting metrics lose their value.
After this session, you’ll be able to:
- Understand how data privacy tools and legislation could impact your email strategy
- Measure the value of your email program outside of clicks and opens
- Create more opportunities to grow your first-party database
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Speakers
Natalie Jackson
Director of Demand Generation, CBIZ
Personalize with purpose: How retailers are raising the bar with CDPs
Personalize with purpose: How retailers are raising the bar with CDPs
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Khurram Moiz, Lead Principal of Retail Customer Success, BlueConic
Speaker
Khurram Moiz
Lead Principal of Retail Customer Success, BlueConic
As Lead Principal of Retail Customer Success at BlueConic, Khurram empowers customers to navigate through their own digital transformation journeys. Having worked client-side at both The Home Depot and AutoZone, Khurram has first-hand experience in driving successful adoption of marketing technologies and audience intelligence capabilities that serve cross-functional teams. As digital transformation accelerated during the pandemic, his focus shifted to enabling brands to leverage first party data to develop true one-to-one conversations with every customer.
Personalize with purpose: How retailers are raising the bar with CDPs
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Session overview
Personalization is a great starting point for growth-focused teams like marketing, customer experience, and product that want to drive bottom-line metrics while building customer loyalty. But retailers that only check the box on personalization because they deliver moment-in-time, onsite experiences are missing a wider opportunity.
To reap the full benefits of a customer personalization strategy, companies need unified profiles to collect data from on and offline systems and sources and orchestration capabilities to power omnichannel experiences.
Join Khurram Moiz, Lead Principal of Retail Customer Success at BlueConic, to learn how companies like VF and LoveSac are using CDPs to power personalized experiences for their customers, and how you can, too.
After this session, you'll be able to:
- Use unified profiles to support broader, long-term business decisions across the enterprise
- Apply insights from personalization efforts to breed innovation in product development, marketing, optimization efforts, and more
- Leverage a CDP to support new revenue streams through audience monetization, such as retail media networks
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Speakers
Khurram Moiz
Lead Principal of Retail Customer Success, BlueConic
Sponsored by: BlueConic
BlueConic, the leading pure-play customer data platform, liberates companies’ first-party data from disparate systems and makes it accessible wherever and whenever it is required to transform customer relationships and drive business growth. Over 300 companies use BlueConic to unify data into persistent, individual-profiles, and then activate it across customer touchpoints and systems in support of a wide range of growth-focused initiatives, including customer lifecycle orchestration, modeling and analytics, digital products and experiences, audience-based monetization, and more.
Secrets to building and scaling a successful brand identity
Secrets to building and scaling a successful brand identity
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Mike Lacey, Head of Brand and Content, Canto
Speaker
Mike Lacey
Head of Brand and Content, Canto
Mike Lacey is a Creative Leader and Content Producer who specializes in brand storytelling and overseeing original programming for a variety of digital platforms and audiences. He has extensive experience in leading creative development, production, and content strategy for brand videos, digital experiences, video marketing campaigns, webinars, and interactive events.
Secrets to building and scaling a successful brand identity
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Session overview
Marketers face the challenge of balancing brand consistency with speed and scalability. Brands need to maintain trust and evoke positive emotions -- and brand identity matters to your bottom line. But as your team grows and content demands increase, it becomes easy to shuffle brand consistency at every touchpoint to the bottom of the deck.
Join Mike Lacey, Director of Brand and Content at Canto, to unlock the secrets of scaling a brand consistently across channels.
After this session, you'll be able to:
- Build a strong brand identity
- Scale a brand consistently without sacrificing brand alignment
- Enable your team with a brand management system that works
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Speakers
Mike Lacey
Head of Brand and Content, Canto
Sponsored by: Canto
Nobody makes it easier to collect, manage and share digital content from anywhere.
A leader in digital asset management, Canto provides a simple, visual way to manage and share images, video and other digtal brand assets from a central location. Canto enables marketing and creative teams to streamline workflows, increase asset velocity, and ensure that colleagues and external partners have access to the right content, on-demand, every time.
A simple yet powerful solution, Canto has helped thousands of comanies – including top brands like Birkenstock, LinkedIn and Godiva – take control of their digital content libraries and get more out of their digital brand assets.
For more information, visit Canto.com.
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Concurrent sessions
Let’s upgrade your content syndication approach
Let’s upgrade your content syndication approach
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Lawre Morrow, Senior Marketing Manager, DemandScience
Speaker
Lawre Morrow
Senior Marketing Manager, DemandScience
Lawre Morrow is the Senior Marketing Manager at DemandScience where she plans, builds, and scales marketing campaigns to help teams drive business growth. After a decade of working on the creative and marketing side, Lawre found her passion as an integrated marketer and uses her expertise to push the boundaries of B2B marketing. Her goal is to demonstrate leadership, strategic thinking, and executional excellence with each campaign.
Let’s upgrade your content syndication approach
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Session overview
B2B marketing runs on quality content. So, why not upgrade your approach to sharing your top-performing assets, and generate great leads in the process?
Join Lawre Morrow, Senior Marketing Manager at DemandScience, as she outlines expert tips on how to take your content syndication efforts to the next level by working with a paid partner. She’ll discuss the benefits of using a paid content syndication solution, plus provide a real-world example from one of DemandScience’s own customers, Quit Genius.
After this session, you'll be able to:
- Compare the benefits of free vs. paid content syndication
- Strengthen content syndication ROI through paid solutions
- Draw inspiration from before-and-after results of paid syndication
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Speakers
Lawre Morrow
Senior Marketing Manager, DemandScience
Sponsored by: DemandScience
DemandScience is a leading B2B demand generation company that makes marketing and sales easier by enabling organizations to find the right prospects faster and target in-market buyers. The DemandScience Live Data Factory uses innovative technologies to deliver accurate data with relevant intent signals, helping organizations accelerate the buyers’ journey from top-of-funnel to conversion. Founded in 2012, DemandScience’s products, data and leads benefit more than 1,500 customers worldwide. With offices in 7 countries and 800+ employees, DemandScience is #5 on Fortune Magazine’s list of the best workplaces in advertising & marketing.
What consumers expect from your relationship marketing strategy
What consumers expect from your relationship marketing strategy
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Tim Glomb, VP of Global Content, Marigold
Speaker
Tim Glomb
VP of Global Content, Marigold
Timothy Glomb Jr. is the VP of Global Content at the CM Group, where he delivers cutting-edge, differentiating strategies that utilize innovation while focusing on business outcomes and is a prominent voice in the movement to adopt zero-party data within a relationship marketing strategy.
What consumers expect from your relationship marketing strategy
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Session overview
Consumers are demanding that their favorite brands deliver better experiences beyond having great products and services. Knowing exactly what attracts new customers, keeps them engaged, and what they expect you to provide in order to retain their loyalty is key to developing long-term relationships.
Join Tim Glomb, VP of Global Content at Marigold, as he shares new stats from the 2023 Consumer Trends Index. Together, you'll explore how this data can inform your relationship marketing strategy -- and help you refine your acquisition, engagement, personalization, and retention efforts.
After this session, you'll be able to:
- Execute campaigns to help acquire new consumers into your marketing funnel
- Deploy offerings that foster long-term loyalty from your customers
- Understand the key drivers that increase engagement across all marketing channels
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Speakers
Tim Glomb
VP of Global Content, Marigold
Sponsored by: Marigold
Marigold’s approach to relationship marketing stands alone in a world of one-size-fits-all marketing technology companies. Our solutions are designed for your specific size, industry, and maturity, giving you the technology and expertise you need to grow the relationships that grow your business, from customer acquisition to engagement to loyalty. And, with a team of strategists that provide insights into what’s working, what’s not, and what’s changing in your industry, you can maximize ROI at every step.
Great marketing isn’t just about conversion but genuine connection. Learn why 40,000 businesses worldwide trust Marigold as the foundation they need to help relationships take root.
The DAM Capability model: Determine how digital asset management is performing in your organization
The DAM Capability model: Determine how digital asset management is performing in your organization
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Cory Davis, Digital Asset Manager, Lucid Motors
Speaker
Cory Davis
Digital Asset Manager, Lucid Motors
Cory Davis has worked as a photo editor and photo producer in media and entertainment for more than 15 years. Upon entering the world of DAM nearly 7 years ago, he move from New York City for Los Angeles and has had the opportunity to work with companies like Belkin, Getty Images, Netflix and Apple just to name a few. After more than a decade of working with well established brands, Cory is steering his career into an exciting new lane as the Digital Asset Manager at Lucid Motors. In his role at the fast-growing start-up luxury EV company, he is building and establishing a secure and seamless DAM system while advising the Brand team on best practices.
The DAM Capability model: Determine how digital asset management is performing in your organization
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Session overview
Assessing the quality of your digital asset management (DAM) system is imperative to maintaining the integrity of the asset supply chain. It also provides teams with the opportunity to establish opportunities for technological enhancement and organizational growth. The DAM Capability model empowers organizations with the tools to self-assess and always know the state of their affairs.
Join Cory Davis, Digital Asset Manager at Lucid Motors, for an overview of the DAM Capability model and a look at the best methods to use when assessing the impact of DAM within your organization.
After this session, you'll be able to:
- Identify the five measures of success within the DAM Capability model
- Set realistic and attainable short and long-term goals for your DAMs success
- Create a plan of engagement to help your organization reach its full potential
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Speakers
Cory Davis
Digital Asset Manager, Lucid Motors
3 ways to ABMify lead scoring to hit sales targets and boost efficiency
3 ways to ABMify lead scoring to hit sales targets and boost efficiency
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Jill Brock, Director of Revenue Marketing, RollWorks
Speaker
Jill Brock
Director of Revenue Marketing, RollWorks
Jill Brock is the director of revenue marketing at Rollworks. She is responsible for building out and implementing key elements of our new Accelerate Program Framework, inclusive of account-based strategy, value modeling and SaaS platform auditing. In her role, Jill leverages her extensive product and industry knowledge, as well as experience working with customers, to provide strategic guidance around optimizing revenue generation tactics, identifying new revenue opportunities and showcasing program value.
3 ways to ABMify lead scoring to hit sales targets and boost efficiency
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Session overview
Despite what you may have heard, let's throw this out here: The lead is not dead. It’s time to use the tech and data (plus, strategy) to change the way you deliver high-quality contacts only to your sales team. After all, your sales team will never live in a world where they don’t need a buyer to be in direct contact with.
Join Jill Brock, Director of Revenue Marketing at RollWorks, as she discusses how to drive consistently higher quality leads through ABMified lead scoring so your marketing and sales teams can spend more time on the things that matter: reaching the right people at the right time with the right message.
After this session, you’ll be able to:
- Differentiate between what a lead is and what a lead is not (spoiler alert: not every form fill is a lead)
- Identify the high-quality leads with de-anonymization and narrow your unconquerable ICP to a manageable TAL
- Activate the data to reach all the best-fit leads by ABMifying your lead scoring and optimizing hand-off to seller
If your calendar provider is not listed,
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Speakers
Jill Brock
Director of Revenue Marketing, RollWorks
Sponsored by: RollWorks
RollWorks offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks’ solutions address the needs of organizations large and small—from those with best-in-class ABM programs to those just beginning their exploration. Learn more at rollworks.com
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Concurrent sessions
Using identity resolution and data enrichment to truly understand customer behavior
Using identity resolution and data enrichment to truly understand customer behavior
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Charm Bianchini, Sr. Director Global Demand Generation, Near
Speaker
Charm Bianchini
Sr. Director Global Demand Generation, Near
Charm Bianchini is the Sr. Director of Global Demand Generation and Field Marketing at Near and is responsible for driving demand throughout the entire customer lifecycle. She has over 15 years of experience leading teams in strategic roles focused on revenue generation, integrated campaigns, customer marketing, marketing operations, and sales development.
Using identity resolution and data enrichment to truly understand customer behavior
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Session overview
By now, it’s common for consumers to interact with your brand through multiple channels -- phone, social media, website, email, and more. Yet, Gartner reports that over 90% of marketers are challenged to connect more than three channels on the buyer journey.
That’s where identity resolution and data enrichment come in. Identity resolution helps you connect those customer identifiers -- both online and offline -- to create a single ID, while enrichment of first-party data enables you to truly understand your customer.
Join Charm Bianchini, Sr. Director of Global Demand Generation from Near, as she shares real-world examples of identity resolution and data enrichment... and explains how you can maximize their potential in your marketing strategies.
After this session, you'll be able to:
- Use identity resolution and data enrichment for more effective targeting, increased personalization, and ultimately improved ROI on marketing spend
- Explain how News Corp achieved a 30% increase in the lifetime value of their enriched customer profiles
- Get started with identity resolution and data enrichment to power your people-based marketing campaigns across channels
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Speakers
Charm Bianchini
Sr. Director Global Demand Generation, Near
Sponsored by: Near
Near, the world’s largest source of intelligence on People, Places, and Products, is the global leader in Data Intelligence empowering organizations of all sizes to make smart, strategic decisions delivering optimal business performance. Our platform unites the Marketers and Operational data leaders by providing the most accurate, reliable source of data. Our transparent, privacy-led approach means you will never doubt our authenticity.
We are determined to provide actionable insights as we work relentlessly to shape, build, and maintain the world’s largest source of intelligence on People, Places, and Products in both the physical and digital space.
Ultimately, our vision is to inspire the world to make better decisions. And, to inspire ourselves to deliver the most trusted, privacy-led source of intelligence on People, Places, and Products.
Clean rooms: Unpacking their role in the modern marketing stack
Clean rooms: Unpacking their role in the modern marketing stack
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Ana Milicevic, Principal & Co-founder, Sparrow Advisers
Speaker
Ana Milicevic
Principal & Co-founder, Sparrow Advisers
Ana Milicevic is an entrepreneur, media executive, and digital technology innovator. She is the co-founder and principal of Sparrow Advisers, a strategic consultancy helping marketers and C-suite executives navigate the data-driven adtech and martech waters.
A pioneer of digital data management in advertising, Ms. Milicevic was responsible for the development of the Demdex platform (now Adobe Audience Manager) from its early days through its successful acquisition and integration into the Adobe Digital Marketing suite. Prior to starting Sparrow she established Signal's Global Strategic Consulting group and helped Fortune 500 customers adopt advanced and predictive analytics across their marketing, ad ops, and digital content business units at SAS.
Earlier in her career, Ms. Milicevic has held key leadership roles in media & entertainment startups and scale-ups in Europe and the United States. Her consulting portfolio includes working for the United Nations, executing initiatives in 50+ countries, and advising companies on go-to-market strategies all around the globe.
Ana is frequently quoted by media powerhouses like The Wall Street Journal and Business Insider (who in 2018 named her as one of 23 industry leaders working on fixing advertising) as well as industry trades like AdWeek, AdAge, Digiday, Marketing Magazine, AdExchanger, and Exchangewire. She has headlined marquee conferences in North America, Europe, and Asia Pacific and is a sought-after speaker on topics of adtech, martech, innovation, customer experience, data management and new frontiers of technology. She is @aexm on Twitter.
Clean rooms: Unpacking their role in the modern marketing stack
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Session overview
It seems like industry trades are buzzing with new clean room announcements every week. What are clean rooms... and do you need one?
Join Ana Milicevic, Principal and Co-founder of Sparrow Advisers as she explores the practical applications of clean rooms, who needs and who doesn’t need one, and what to expect when deploying a clean room.
After this session you’ll be able to:
- Understand the types of problems clean rooms can solve
- Map out where a clean room would fit into your stack
- Consider alternatives and evaluate vendors with confidence
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Speakers
Ana Milicevic
Principal & Co-founder, Sparrow Advisers
Think spiderwebs, not funnels, for remarkable SEO results
Think spiderwebs, not funnels, for remarkable SEO results
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Ryan Brock, Chief Solution Officer, DemandJump
Speaker
Ryan Brock
Chief Solution Officer, DemandJump
Ryan Brock is a brilliant storyteller who founded and ran the DemandJump-acquired content agency, Metonymy Media. With 12 years' experience driving measurable content outcomes for businesses in every industry, Ryan is a seasoned SEO expert. Now, as Chief Solution Officer at DemandJump, Ryan works with companies worldwide to remove the guesswork from SEO and drive industry-leading organic traffic results through Pillar-Based Marketing methodologies. Ryan is the co-author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content That Actually Works.
Think spiderwebs, not funnels, for remarkable SEO results
Still need to register? Grab your free pass here.
Session overview
The concept of the funnel is so fundamental to digital marketing that it's hard to imagine a world where it doesn't serve as the go-to metaphor for lead generation and capture. There's only one problem: It doesn't fit with the way real humans engage with information on today's Internet.
With access to more data than ever before -- and tech to interpret that data for marketers looking to create the right content to drive organic traffic -- we now know that the better framework for marketers to embrace is the spiderweb.
Join Ryan Brock, Chief Solution Officer at DemandJump, to learn more about the concept of "spiderwebs" and what industry-leading marketers and researchers like Gartner are saying about the modern buyer's journey.
After this session, you'll be able to:
- Shift your thinking around your organic content strategy
- Understand why the waste at the top of most funnels leads to poor organic traffic outcomes
- Create the kind of networked Pillar content that drives positive user experience and fast Page One rankings
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Speakers
Ryan Brock
Chief Solution Officer, DemandJump
Sponsored by: DemandJump
DemandJump is a pillar-based marketing strategy platform showing you the exact content to create to increase first page rankings and drive outcomes.
How to become a more agile marketer in 2023
How to become a more agile marketer in 2023
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Ian Clayton, Chief Product Officer, Redpoint Global
TJ Prebil, Senior Product Marketing Director, Redpoint Global
Speaker
Ian Clayton
Chief Product Officer, Redpoint Global
Ian Clayton is the chief product officer at Redpoint Global. Redpoint Global's software solutions empower brands to transform how customer experience is delivered. Redpoint Global's solutions provide a single point of control to connect all customer data, determine next best actions in real-time, and orchestrate interactions across all enterprise touchpoints. Leading companies of all sizes trust Redpoint Global to deliver highly personalized and contextually relevant experiences that optimize customer engagement.
Speaker
TJ Prebil
Senior Product Marketing Director, Redpoint Global
TJ Prebil is the Senior Director of Product Marketing at Redpoint Global. TJ and his team collaborate with internal and external stakeholders on product and competitive positioning, messaging, and sales enablement activities as they relate to Redpoint’s customer optimization and engagement solutions.
How to become a more agile marketer in 2023
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Session overview
Marketers’ success in 2023 will be determined by their ability to pivot quickly. Perhaps the only certainty this year is uncertainty... but according to Gartner, “Uncertainty carries as much opportunity as it does risk”.
As economic conditions continue to ebb and flow, technology evolves (ChatGPT), and regulations change (third-party cookies), seize the opportunity to position your company for success by becoming more agile and resilient.
Join Redpoints's Ian Clayton, Chief Product Officer, and TJ Prebil, Sr. Director of Product Marketing, for fresh tips and ideas about how to boost your agility in 2023 and beyond.
After this session, you'll be able to:
- Perfect the data you need to reach and engage with your customers
- Create and manage all multichannel campaigns from a single point of control
- Leverage automation and real-time insights to optimize KPIs
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Speakers
Ian Clayton
Chief Product Officer, Redpoint Global
TJ Prebil
Senior Product Marketing Director, Redpoint Global
Sponsored by: Redpoint Global Inc.
Redpoint Global's software solutions empower brands to transform how customer experience is delivered. Redpoint Global's solutions provide a single point of control to connect all customer data, determine next best actions in real-time, and orchestrate interactions across all enterprise touchpoints. Leading companies of all sizes trust Redpoint Global to deliver highly personalized and contextually relevant experiences that optimize customer engagement. For more information, visit www.redpointglobal.com or email contac[email protected]
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Concurrent sessions
Level up your marketing campaigns with a modern CDP on the Data Cloud
Level up your marketing campaigns with a modern CDP on the Data Cloud
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Lourenço Mello, Product Marketing Solutions, Snowflake
Speaker
Lourenço Mello
Product Marketing Solutions, Snowflake
Lourenco Mello is a product marketer at Snowflake helping organizations deliver data-driven marketing with Snowflake Data Cloud. Prior to Snowflake, Lourenco was a member of the Microsoft Azure Infrastructure Field Marketing team, and also worked on Azure driving messaging and GTM for the Manufacturing industry, IoT, and Open-Source databases.
Level up your marketing campaigns with a modern CDP on the Data Cloud
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Session overview
One of the hottest topics in marketing is Customer Data Platforms (CDPs). Are they critical components of a modern marketing data stack? Are they obsolete? Do marketers need CDPs to thrive? Industry experts are posing such questions looking for clarity on the matter, but the truth is, there is no consensus.
Join Lourenco Mello, Product Marketer at Snowflake, to learn why operating with a CDP as a separate silo is a risky idea... and ways to supercharge your campaigns with a different approach.
After this session, you'll be able to:
- Understand the importance of operating from a single source of truth for all your data
- Explain two distinct implementation patterns of modern CDPs that are driving critical value for marketers today
- Run powerful use cases and maximize marketing ROI by using modern CDPs on the Data Cloud
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Speakers
Lourenço Mello
Product Marketing Solutions, Snowflake
Sponsored by: Snowflake
Snowflake delivers the Data Cloud — a global network where thousands of organizations mobilize data with near-unlimited scale, concurrency, and performance. Inside the Data Cloud, organizations unite their siloed data, easily discover and securely share governed data, and execute diverse analytic workloads. Wherever data or users live, Snowflake delivers a single and seamless experience across multiple public clouds. Snowflake’s platform is the engine that powers and provides access to the Data Cloud, creating a solution for data warehousing, data lakes, data engineering, data science, data application development, and data sharing. Join Snowflake customers, partners, and data providers already taking their businesses to new frontiers in the Data Cloud.
Better together: Supercharging your sales pipeline with growth and event marketing
Better together: Supercharging your sales pipeline with growth and event marketing
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Jessica Connolly, Director of Engagement Marketing, Field Drive
Gloria Zhu, Director of Demand Generation, Hubilo
Speaker
Jessica Connolly
Director of Engagement Marketing, Field Drive
Jessica Connolly is a creative and energetic event operations director offering over 15 years of experience working in fast-paced environments. With her trademark skills of problem-solving, creativity, and flexibility. Jessica helps her clients produce outstanding corporate events and meetings. As an events professional, she has been recognized for her detail-oriented project proficiency, time management, and prioritization. Jessica is dedicated to producing high-quality, innovative events with a focus on customer service and seamless execution. She excels at logistics and operations, and her attention to detail means that events and meetings go smoothly from concept to completion. Jessica lives in Boulder, Colorado with her skiing-obsessed husband, 2 pre-teen boys, and the world’s sweetest golden retriever, Milly Grace. When not planning events for her clients she is planning family trips around the globe, hiking, seeing live music, and wine tasting.
Speaker
Gloria Zhu
Director of Demand Generation, Hubilo
Gloria Ward has worked in marketing for more than 10 years, with in-depth experience running demand gen and performance marketing programs for both agencies and in-house. She’s directed strategy and managed campaigns for brands such as Instagram, Databricks, KiwiCo, Intercom, Quicken, and more.
Better together: Supercharging your sales pipeline with growth and event marketing
Still need to register? Grab your free pass here.
Session overview
When it comes to dynamic duos in marketing, few combinations can rival the joined forces of Growth and Events. While Growth works magic to drive demand to a brand’s product or service, Events craft exceptional webinars and virtual experiences that 75% of marketers profess to be top-performing channels for demand generation.
Does your business have the dynamic duo strategy between Growth and Events to accelerate your sales pipeline? After this session, you will.
Join Jessica Connolly, Director of Events at Field Drive, and Gloria Zhu, Director of Demand Generation at Hubilo to learn how these two teams can work together, grow smarter, and accelerate the sales pipeline like never before.
After this session, you'll be able to:
- Set goals and expectations for your future events
- Build and execute an "always-on" event strategy
- Craft effective lead nurture plans for your sales team
- Measure and achieve epic ROI for your events
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Speakers
Jessica Connolly
Director of Engagement Marketing, Field Drive
Gloria Zhu
Director of Demand Generation, Hubilo
Sponsored by: Hubilo
Hubilo is the event engagement platform Built for You. Our platform supercharges your business to host exceptional events and grow your revenue through webinars and virtual events. We provide the most complete CX in the industry, unforgettable branding and customization, app integrations for every tech stack, immersive engagement experiences, and outstanding analytics for the most memorable event experiences on the planet.
Mixed methods: How UX research can boost your experimentation and CRO practice
Mixed methods: How UX research can boost your experimentation and CRO practice
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Alex Mason, Interim Director of Experimentation Strategy, Conversion
Harriet Swan, Director of UX Research, Conversion
Speaker
Alex Mason
Interim Director of Experimentation Strategy, Conversion
Alex Mason is focused on helping enterprise companies optimize and innovate their digital experiences through experimentation, personalization, and user research.
Speaker
Harriet Swan
Director of UX Research, Conversion
Harriet Swan is the Director of UX Research at Conversion, where she leads a growing team of researchers who support clients in better aligning their products and experiences with user needs. She works closely with the Experimentation team at Conversion to design mixed-methods solutions where UX research is applied to inform or explain AB tests, as well as conducting research to support broader design or strategic objectives. She has 8+ years of experience working in research across a wide range of industries and using a variety of qualitative and quantitative methodologies.
Mixed methods: How UX research can boost your experimentation and CRO practice
Still need to register? Grab your free pass here.
Session overview
Applying a mixed methods approach to your research initiatives allows you to answer a broader range of questions, validate insights across different data sources, and ultimately deliver greater impact.
Join Conversion's Alex Mason, Director of Experimentation Strategy, and Harriet Swan, Director of UX Research, as they explore additional benefits of applying a mixed methods approach, various use cases for its application, and successful examples to consider.
After this session, you'll be able to:
- Impactfully combine the two methodologies by understanding the strengths and limitations of each
- Apply AB testing and UX research methodologies to address a variety of business needs
- Take an evidence-based approach to your decision-making
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Speakers
Alex Mason
Interim Director of Experimentation Strategy, Conversion
Harriet Swan
Director of UX Research, Conversion
Marketing and sales working together: The why and the how of the renewed mandate
Marketing and sales working together: The why and the how of the renewed mandate
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Dennis Startsev, Principal, Deloitte Digital
Paul Vinogradov, Principal, Deloitte Digital
Speaker
Dennis Startsev
Principal, Deloitte Digital
Dennis Startsev is a principal at Deloitte Consulting LLP where he focuses on helping clients solve their toughest digital marketing challenges to strengthen brands and grow revenue. He is a veteran of digital disruption, having worked at the intersection of marketing, technology, and operations for over 25 years.
Speaker
Paul Vinogradov
Principal, Deloitte Digital
Paul Vinogradov is a Principal at Deloitte Digital in Sales Transformation and leads Deloitte’s Future of B2B Sales Research.
Marketing and sales working together: The why and the how of the renewed mandate
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Session overview
Where does marketing end and sales begin? Today’s B2B buyers are proving that this age-old question is simply the wrong question to ask. Marketing in B2B must increasingly play an ongoing role in supporting sales throughout the sales process and the buyer’s journey.
Join Dennis Startsev, a Principal leading Deloitte Digital’s Marketing Services in the High Tech sector and, Paul Vinogradov, a Principal leading Deloitte Digital’s Sales Excellence team, as they discuss how marketing and sales can work together in B2B.
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Speakers
Dennis Startsev
Principal, Deloitte Digital
Paul Vinogradov
Principal, Deloitte Digital
Sponsored by: Deloitte Digital
Deloitte Digital creates new growth by elevating the human experience—with connected ideas, technology, and talent—in a way that only Deloitte can. And we do this to shape a better future for every single one of us. Whether we’re helping clients reimagine journeys and rewarding experiences for their customers, citizens, patients, and employees, apply human-centered design to new websites and apps, or accelerate new growth through digital transformation, we center everything we do around real people’s lives.
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Concurrent sessions
How to reach the inbox and boost email ROI
How to reach the inbox and boost email ROI
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Brian Minick, Chief Operating Officer, ZeroBounce
Speaker
Brian Minick
Chief Operating Officer, ZeroBounce