2016 Leadership in Digital Marketing (Boston)

Thursday, december 8, 2016

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agenda

2016 Leadership in digital marketing (Boston)

Thursday, December 8, 20167:45am – 3:45pm

7:45am – 8:45am

Breakfast

8:45am – 8:50am

Argyle Executive Forum Opening Remarks

8:50am – 9:25am

Keynote Presentation: “Rebranding an Iconic Company in the World of Millennials and Financial Technology”

How does a 43-year-old company rebrand itself? Especially in the digitally advanced expectation of the Millennial where bank=bad and FinTechs crop up on a daily basis?

Kristyn HarmonVice President, Digital StrategySallie Mae

9:25am – 9:45am

Thought Leadership Spotlight

Jen JonesDirector, Industry Product MarketingOracle

9:45am – 10:10am

Coffee Break

agenda

10:10am – 10:30am

Thought Leadership Spotlight

Matt WestSenior Vice President MarketingDomo

10:30am – 11:20pm

Panel Discussion: “Social Attribution- Measuring Social ROI and Taking Advantage of Relevant Earned Social Content”

Session topics will include but are not limited to:

• Using analytics to meet the growing demands for customer-centered activities• Best Practices in tracking the customer’s journey and leveraging information to personalize the

digital experience • Howisyourorganizationcurrentlymeasuringwebtraffic? •Canyousharewhatisworkingaswellassomechallengesyouhaveencountered? •Howareyouaccountingforwhatstandardanalyticstoolsmiss,“DarkTraffic”?• Demonstrating social ROI to the executive team• How is your organization investing in earned media, is this a priority? • What next on the horizon for digital marketers? As 2016 comes to an end how do you see your role

changing in 2017?

Moderator:Jon GoldmannDirector, Brand EngagementHarry’s

Panelists:Elie AuvrayCEO & Co-FounderJahia

Kristie HelmsChiefofContentOfficer,HeadofContentStrategy,DigitalContentMarketingandSocialMediaState Street Corporation

Brewster StanislawDirector of ProductSimply Measured

Michael ToroVice President of Strategic MarketingAmetek

agenda

11:20am – 11:40am

Thought Leadership Spotlight: “Blast Through Barriers to Fantastic Customer Experience”

We all dream of delivering fantastic brand experiences to our customers seamlessly across all channels.Continually,strategyishamperedandcreativityisstifledbythebarrierswhichkeepusfromfulfillingthatdream.Themostprolificspeedbumpskeepingusfromachievingthegreatnesswe visualize are disparate teams, silo’ed data and limited cross-channel orchestration.

Join Mapp’s Global Marketing Consultant, Katie Manly, for an interactive session on:

• The barriers holding you back from executing the exciting omni-channel marketing you dream about• What can be achieved when these barriers are demolished• How to destroy your own barriers – Q&A style!

Katie ManlyGlobal Marketing Strategy ConsultantMapp

11:40am – 12:00pm

Coffee Break

12:00pm – 12:20pm

Thought Leadership Spotlight: “Sealing the Deal: How Marketing Helps Sales Close Deals with ABM”

Account-Based Marketing is clearly the biggest trend in B2B right now. But too many marketers still feel that their job ends at the MQL. ABM is now changing the relationship between marketing and sales, sotheteamscancollaborate-fromaccountidentification,toclose.Findouthowanaccount-basedapproach can help marketers partner with sales teams to create pipeline and close deals.

Rachel BalikDirector, Product MarketingDemandbase

agenda

12:20pm – 1:05pm

Panel Discussion: “Delivering Next-Generation, Omni channel Digital Experiences”

Session topics include, but are not limited to:

• How has the modern “always-on, always-engaged” customer-driven landscape affected your business?

• Collaborations across functions• What steps have you taken to evolve your customers’ digital experience? •Whatisyouromni-channelengagementstrategyandwhereisyourinitialfocus? •Howconsistentandseamlessisthisexperience–(doesitblendbothmarketing/buyandself- service interactions)? •Howpersonalizedaretheseengagementsandhowautomated? •Whatchallengeshaveyouencounteredinthisarena? •Whatlessonslearnedcanyoushare?• What steps are you and your team taking to reach the customer in the right channel at the right

time? •Whathurdleshaveyoufacedinternallytoapproachthisobjective? •HowareITandtheBusinessworkingtogethertodrivecustomerengagement? •Haveyoufacedanyculturalorsiloissues? •Comparingsingleandmultichannelinteractions• Best practices for measuring ROI?

Panelists:Denis CoombesDirector of Sales Demand Fuel

Sherrill KaplanVice President, Digital Marketing & InnovationDunkin’ Brands

Robin Van PuyenbroeckVice President, Business DevelopmentEthan Allen Global

Lamont YoungHead of Digital and Head of Multi- Channel MarketingCitizens Financial Group

1:05pm – 2:05pm

Lunch

agenda

2:05pm – 2:40pm

Keynote Session “Five Forces’ of IOT: How the IOT Transforms Competition and Companies”

For 30 years, Prof. Michael E. Porter has been a leading thinker on business strategy and the nature of competition. He’s put his intellectual muscle against the IoT and co-authored two in depth articles in the Harvard Business Review. Get the key concepts in a mini-MBA format from a member of the research team, Eric Snow, Senior Vice President of Corporate Communications at PTC, that helped develop these seminal articles. Learn how the IoT is transforming organizational structures, value creation, and the very nature of competition

Eric SnowSenior Vice President, Corporate CommunicationsPTC

2:40pm – 3:00pm

Coffee Break

3:00pm – 3:40pm

Keynote Presentation: “Evolving to Marketing 3.0”

In this presentation, Suzanne Johnson Vice President of Global Marketing for Akamai’s Media Division, will describe how Akamai has evolved its marketing function over the past year. Ms. Johnson will explain what this journey looks like at Akamai and share lessons her team has learned along the way. She will outline the challenges and opportunities of moving from a sales-driven, event focused marketing function to a buyer-centric, digital environment and how that translates into campaign strategy, content strategy, and automation. Attendees will understand how they can apply best practices gleaned from Akamai’s experience to their own marketing evolution.

Suzanne JohnsonVice President of Global MarketingAkamai Technologies

3:40pm – 3:45pm

Argyle Executive Forum Closing Remarks

agenda

3:45pm – 4:45pm

Cocktail Reception

__________________________________________________________________________________

*Please note, the agenda is subject to change.

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Argyle Executive Forum, its directors and officers, do not guarantee that any information provided by a speaker or other participant is accurate or complete and Argyle Executive Forum does not endorse any opinions that may be presented.

Jahia

Simply Measured helps marketers find the dollars driven by social media, measure dark social sharing, and see the complete picture. More than 50 percent of the Interbrand 100 companies use Simply Measured to identify new opportunities, plan their social campaigns, optimize activities for better results, and report on their programs to prove the value of social.

Better Social Starts Here

Ask us how we connect social to revenue.

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partners

thought Leadership spotlight and Breakout session partner

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partners

thought Leadership spotlight partners

Domo helps every employee—from the CEO to the front line worker—optimize business performance by connecting them to the right data and people they need to improve business results. The company is backed with more than $500 million from the world’s best investors and is led by a management team with tenure at the world’s most well-known technology companies.

Demandbase, the leader in Account-Based Marketing, enables B2B companies to identify companies across the web, so they can accurately target specific accounts in real time and then engage those accounts with advertising, website personalization, and sales conversion solutions. With the Demandbase B2B Marketing Cloud, our customers can accelerate revenue growth by targeting accounts with the most potential across the entire funnel.

The Demandbase B2B Marketing Cloud is the only subscription-based ad targeting and web personalization solution that lets marketers connect campaigns directly to revenue. The B2B Marketing Cloud is powered by patented technology, which allows companies to identify the accounts they value most and personalize their digital marketing efforts to them. With Demandbase, businesses can target, engage, convert and retain the customers that matter most to their bottom line.

Enterprise leaders and high-growth companies such as Adobe, Salesforce.com, Box, CSC, DocuSign, Dell and others use Demandbase to drive Account-Based Marketing and maximize their marketing performance.Moreinformationcanbefoundathttps://www.demandbase.com.

Mapp Digital, LLC, is one of the largest independent digital marketing technology companies in the world. A consumer engagement platform built by marketers for marketers, Mapp provides a comprehensive family of software and customer-centric services allowing marketers to optimize messaging across email, social, mobile push and web marketing. We simplify complexity so marketers can focus on what really matters to their business. Contact us for a demo today. Mapp.com I sales@mapp.com I 866-586-3755

partners

panel and networking partner

BetterTraffic.MoreLeads.Guaranteed.

Odds are that digital investments continue to take up a greater portion of your marketing budget. As a marketingexecutiveyouarealsomorethanlikelyundergreaterscrutiny,especiallyfromsalesandfinanceexecutives who want to know: “How is marketing contributing to our revenue targets?”

While “likes” and “followers” and social comments are leading indicators and help drive brand awareness, there is an increasing desire and urgency for marketing to execute measurable, trackable lead generation programs.

Right now, 9 out of 10 businesses are wasting huge chunks of their budget every month on digital programs andtacticsthatcan’tbesufficientlytrackedbacktorevenuecontribution.

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partners

panel partners

Jahia Solutions Group (Jahia) is a leading provider of Digital Experience Platforms (DXPs) to accelerate enterprise digital transformation at a lower cost of integration and with faster delivery. DXPs are critical infrastructure to seamlessly manage multiple operational ecosystems and make customer data action-ableinanomni-channeldigitalworld.Jahiaprovidesaflexibleplatformformanagingdigitalcontentand connecting multiple systems to unify the overall customer experience.

Based on an open-source and standards-based core, Jahia has a unique market position to provide the capabilities and agility needed for multiple, multi-lingual digital initiatives for customers around the world. Jahia’s DXP is the only software that helps brands create, manage and contextualize what customers and employees actually see at all enterprise digital touchpoints. Jahia counts global brands and organizations in 20 countries among its loyal customers. For more information, visit www.jahia.com.

Simply Measured is the world’s leading social analytics solution, helping marketers deliver insight, understand and attribute social media’s impact, and demonstrate overall value.

Simply Measured is the only analytics solution certified by Facebook, Twitter, Tumblr, and YouTube. Integrated with more than a dozen networks and data enrichment partners, we provide the highest quality data, delivered exactly how and when marketers need it: on the web, in dynamic Excel reports, and in PowerPoint.

Over 100,000 marketers and more than 50% of the Interbrand Top 100 companies use Simply Measured to identify new opportunities, plan their social campaigns, optimize activities for better results, and tie those results to business goals.

partners

Leapfrog, The Performance Marketing Agency

For over 20 years Leapfrog helps leading brands like Comcast, Discover DeVry University, Anthem, Allstate, Fifth Third Bank, and many more, to grow digital market share, acquire new customers, and deliverprofitablesales.Oureasy-to-integrateLFXConversionPlatformconnects theconsumer journeyunlocking once unattainable marketing intelligence that fuels omni-channel media buying strategies and the targeting of real-time, relevant consumer experiences that compel consumers to convert to customers. Leapfrog analyzes performance and consumer behavior to the plan and predict with the purpose of driving continuous optimization.

Our team is uniquely comprised of marketing strategists, data scientists, media planners, developers and software engineers. We share a collective mission: to repeatedly achieve our clients’ digital acquisition and business outcome goals. Our digital marketing acquisition solutions are disruptive without disrupting our clients’ current agency relationships and IT infrastructure. We are completely transparent in showing exactly how we optimize digital conversion results from initial click through the closed sale. In the end, we help our clients move from where they are to where they want to be in their digital marketing optimization journey.

Breakout session partner

Lithium builds trusted relationships between the world’s best brands and their customers, helping people get answers and share their experiences. Customers in more than 34 countries rely on Lithium to help them connect, engage, and understand their total community. With more than 100 million unique monthly visitors overallLithiumcommunitiesandanother600milliononlineprofilesscoredbyKlout,Lithiumhasoneofthe largest digital footprints in the world. Using that data and the company’s software, Lithium customers boostsales,reduceservicecosts,sparkinnovation,andbuildlong-termbrandloyaltyandadvocacy.Tofindout how Lithium can transform your business—and to share the experience enjoyed by 300 other leading brands around the world, visit www.lithium.com, join our community at community.lithium.com, or follow us on Twitter @LithiumTech. Lithium is a privately held company headquartered in San Francisco.

senior supporter partners

partners

senior supporter partners

LiveRampoffersthefirstunifiedapproachtoconnectingonlineandofflinedatatoincreasereturnonadspend, conversion rates, and sales. Connected data can help your digital marketing and analytics teams create a continuous cycle of optimization—feed your analytics and predictive models with crosschannel campaign results to inform the next customer interaction. LiveRamp is an Acxiom company.

Pluris Marketing is a predictive analytics, marketing strategy and database services company that helps consumer marketers improve business outcomes. We unleash the full power of customer information, empoweringmarketerstoidentifyandreplicatetheirmostprofitablecustomers.

Our Integrated Marketing Solution (IMS™) delivers operational insights, not just analytics. Driven by engagement history, customer demographic data and current media spend, IMS™ delivers higher conversionsthroughhighlyrefinedROIanalysisandmarketingofferoptimization.

Pluris’ Offer Optimization Solution is a SaaS based Offer Management platform that can be incorporated into a single or multiple DR channels. The MORE™ (Marketing Optimization and Recommendation En-gine) technology mathematically aligns offer dimensions with customer dimension, which grants companies analytically-driven and dynamic promotional capabilities.

Founded in 2001, Pluris offers scalable solutions that drive highly successful targeted campaigns across 130MM households daily. Pluris is located in the “city of champions,” Boston, MA.

partners

LiveWorld is a social media solutions company that provides services and software for human engagement at scale to help brands develop deeper relationships with customers. LiveWorld delivers a full range of social media solutions to improve relationship marketing, customer support, and market learning. Fortune 500 brands use our solutions to engage their clients in a way that’s social, personal, and direct, yet affordable and sustainable on a large scale. Our proprietary technology empowers people to moderate and respond to user comments at scale and to analyze data in context with human intelligence and sensitivity. LiveWorld is a trusted partner of the world’s largest brands, including the number-one companies in retail, CPG,pharmaceutical,andfinancial/travelservices.Forourclients,wedevelopstrategy,createandpub-lish content, engage customers, moderate content, manage crises, and glean insight from social media. LiveWorldisheadquarteredinCalifornia,withofficesinNewYorkCityandSanJose.Learnmoreatwww.liveworld.com and@LiveWorld.

supporter partner

Use social to accelerate your businessBrands like Rogers, Consorsbank! and Barclaycard reap multi-millions per year in benefits from social.

What’s your brand getting out of it?

Find out more lithium.com/why-lithiumVisit our community community.lithium.com

Reinvent the way you connect with customers

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We anonymize and then match your customer data to online devices.

Data segments are distributed to your choice of marketing platforms.

Data OnboardingUse LiveRamp Connect to activate your data across marketing platforms

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THE SOlUTION: Onboard customer data into your preferred marketing applications to increase the efficiency and impact of your online campaigns.

Benefits

y Integrations with more than 130 marketing applications and media platforms including major DMPs, DSPs, measurement applications, social networks, and more.

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1-TO-1 MARkETING Increase conversion rates by using customer data to optimize your website and online ads.

Customer Data

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