the meritdirect marketing experience€¦ · marketer. one that provides a forum for b2b marketing,...

The MeritDirect Marketing Experience

APRIL 11-12, 2018 | #MDX18

MDX18 Sponsors:

®

LiveRamp offers brands and the companies they work with identity resolution that is integrated throughout the digital ecosystem, providing the foundation for trueomnichannel marketing. Our services transform the technology platforms used by our clients into people-based marketing channels that improve the relevancy of marketing and ultimately allow consumers to better connect with the brands and products they love.

CohereOne is an integrated direct marketing agency that is unrivaled, relentless, and innovative. We understand our clients’ need for a cohesive marketing approach combining forward thinking integrated strategies for catalog, print, and digital media. We understand that smart data is the information you need to build relationships with your prospects and customers that motivate them to buy. At CohereOne, we have the experience to help companies increase sales, profits and growth!

Drumroll is an independent engagement agency headquartered in Austin, Texas. We bring a fresh approach to brands seeking growth, differentiation and affinity by making the most out of each and every customer moment across the entire customer journey, turning often-overlooked moments into meaningful and valuable engagements that work collectively to build Brand Love.

Epsilon® is an all-encompassing global marketing innovator. Providing unrivaled data intelligence and customer insights, world-class technology and data-driven creative, activation and execution. Recognized by Ad Age as the #1 World’s Largest CRM/Direct Marketing Network, #1 Largest U.S. Agency from All Disciplines and #1 Largest U.S. Mobile Marketing Agency.

Farm Market iD is the leading provider of farm, rancher and grower data to inform and improve marketing and sales efforts to agribusiness. Our data covers over 2.5 million businesses – totaling $311 billion spent on technology, equipment, insurance, finance and lending, chemicals, seed and more – and is the only source of land dataconnected to owners and operators.

Valid is a publicly-traded company with over 6,000 employees in 16 countriesworldwide. For over 45 years, our Data Solutions Group has provided the marketing leadership of leading B2C and B2B brand clients with tailored solutions for integrated database management, modeling & analytics, campaign management, and omni-channel deployment.

Venture Development Center (VDC) is an advisory services firm focused in the areas of data monetization and creative data sourcing. With over 160 unique data assets under contract, VDC assists its clients by defining, identifying, andimplementing breakthrough uses of Big Data that drive solid revenue results and transform existing business practices.

Welcome to Austin, TX!

We are excited that you could join us for the launch of MeritDirect’s 2018 Modern Marketing Experience (MDX-18). Our corporate vision has always recognized that events provide interaction that is crucial to optimizing our network and community and engaging in conversation around solutions that drive productive collaboration.

Today we are proud to bring you a new event built for the modern omnichannelmarketer. One that provides a forum for B2B marketing, demand generation, and sales practitioners to network with their peers and gain insight into the best practices and strategies in all disciplines of B2B marketing.

The collective work of the B2B marketing community is important. This work creates sales, growth and opportunity. Be proud of what you contribute to the Data Driven Economy.

We are acutely aware that today’s marketer needs solutions that provide clarity, relevance, insight and results, all while maintaining a corporate vision in the real world. We recognize that the channel focused approach must adapt to a customer journey focused mindset, one that allows us to connect and integrate solutions at scale.

Our goal is to continue to innovate and transform, to create solutions for marketers by harnessing data, and with technology enabled platforms.

We are extremely grateful for the support of our sponsors, and to you, our network of clients, friends and business partners for joining us. We would also like to thank our talented speakers and panelists who have given their time and effort to make this an amazing program.

Sincerely,

Rob SanchezChief Executive OfficerMeritDirect, LLC

WELCOME MESSAGE

The MeritDirect Marketing Experience MDX18 – Austin, TX | April 11-12, 2018

1

Chris Arrendale, CEO + Principal Deliverability Strategist - Inbox Pros [email protected] | www.inboxpros.com | @Arrendale @inboxpros TOPIC: The Fight for the Inbox: Lessons in Deliverability You spend a lot of time crafting awesome email messages, but if they never get to the inbox, your efforts are doomed from the start. As an email marketer, you face a special and complex challenge - getting into the corporate email inbox.

BIO: Chris Arrendale has more than 16 years of experience in the technology and software industry and has worked directly with many different ISPs, webmail providers, spam filter providers, blacklists, and partners to resolve email deliverability and privacy issues. Chris graduated with his AA from Oxford College of Emory University, BA from Emory University and his MS from Southern Polytechnic State University. He also maintains several professional certifications including Certified Information Privacy Professional (CIPM, CIPT, CIPP/US, CIPP/G, FIP), Certificate of Cloud Security Knowledge (CCSK), as well as many marketing automation and email service provider certifications. Chris is actively involved with the Email Experience Council (EEC), Messaging, Malware and Mobile Anti-Abuse Working Group (M3AAWG), Email Sender & Provider Coalition (ESPC), International Association of Privacy Professionals (IAPP), and the Atlanta Interactive Marketing Association (AIMA). Since founding Inbox Pros, an email deliverability and privacy consulting firm, Chris has worked with a variety of clients across many verticals, solving their deliverability and compliance challenges. Chris works to ensure his client’s emails reach the inbox by providing strategic guidance as well as hands on support. He works with many leading organizations and enterprises to ensure regulatory compliance and maximum deliverability across all systems.

● ● ●

Chris Blohm, Senior Vice President – Data, Digital + OmniChannel Solutions - MeritDirect, LLC [email protected] | www.meritdirect.com | @cbmktg @MeritDirect TOPIC: Tales from the Trenches: Practitioners Talk About Adventures in Modern Marketing Today’s modern marketers have never had more choices. From tools, tactics, and regulation, the data-driven marketer has a lot to consider. But which tactic? Which channel? And how do we pull it all together? Our panelists will take you through a discussion on how their organizations are tackling the areas of:

Account Based Marketing Global Marketing: GDPR Data Analytics

BIO: Chris has been in the data and direct marketing space for over 20 years, and an employee of MeritDirect since its inception in 2000. He typically works with one foot in the marketing area and the other in sales, and has led the charge for increased use of technology, including CRM and marketing automation adoption and implementation, and website redevelopment. As the data world has changed, he has quickly pivoted to new tactics for selling and developing products to meet the needs of the modern-day marketer. Chris currently works with his customers and takes a consultative approach in areas around data licensing, audience segmentation, ABM and intent-driven solutions, and custom data and marketing solutions. Key skills include: Data Management, Data Licensing and custom data programs, Lead Generation, Business Development, Process Management, Project Management, Product Development, Technology Research + Implementation.

● ● ●

Kim Bosse, Director, Data Science, Data Cloud Development - Oracle [email protected] | www.oracle.com | @OracleDataCloud TOPIC: Data Quality in a Cross-Device World: A Panel on Responsibility, Verification and ROI Digital advertising, especially related to responsibility, is getting more press attention than ever before. This all-star panel discussion will dive into tactics savvy marketers are using to ensure data responsibility and quality across all channels. Should


2

marketers treat first and third-party data the same? Expect the answers to this question and more, as this diverse group of panelists discuss recent developments in programmatic advertising, data trends and how to cut through the fog to gain clarity, walking away with actionable insights you can leverage to improve data driven advertising for your business. BIO: As Director of Data Science at Oracle Data Cloud, Kim leads Oracle Data Cloud's Retail Analytics team, a group of analysts responsible for providing analytical support to the Retail and Dining Sales and Product organizations. Prior to this role, Kim was Vice President of Strategic Account Analytics at Conversant where she led a team of 21 client-facing analysts across five locations to partner with marketers to design customer analyses based on marketer objectives. Kim has more than a decade of experience using digital data to drive actionable marketing insights and demonstrate advertising effectiveness.

● ● ●

Shawna Dahlin, Director, Customer Engagement Marketing - Microsoft [email protected] | www.microsoft.com | @shawnadahlin @Microsoft TOPIC: "Started from the bottom, now we’re here”: How Microsoft Championed Siloed Data and Turned it in 25% Revenue Growth Examine your existing customers to determine how they are already telling you what they want. Learn how to form a test and learn plan that can focus on driving and measuring incremental ROI through efficient optimization. 3-5 Key Takeaways for Participants: 1. How to test and measure if content is making a difference. 2. How to test efficiently and act on the results quickly to improve ROI. 3. How to stop guessing how much email your customers want and use data to tell you the facts. BIO: Shawna Dahlin, Director, Customer Engagement Marketing, leads the CRM marketing channel for Microsoft Store. Her program drives both online and foot traffic to microsoftstore.com and brick-and-mortar Microsoft retail stores. Shawna has 12 years of marketing experience, including 10 years in marketing at Microsoft. Shawna lives in beautiful Bellevue, Washington and holds a B.A. from the University of California, San Diego.

● ● ●

Caspar Derksen, Director, Demand Generation - NetApp [email protected] | www.netapp.com | @NetApp TOPIC: Tales from the Trenches: Practitioners Talk About Adventures in Modern Marketing Today’s modern marketers have never had more choices. From tools, tactics, and regulation, the data-driven marketer has a lot to consider. But which tactic? Which channel? And how do we pull it all together? Our panelists will take you through a discussion on how their organizations are tackling the areas of:


BIO: Caspar Derksen has held many different Marketing positions over the years, from Marketing Operations, Marketing Technology, Digital Marketing, Paid Media to now managing the global Demand Generation and Campaigns strategy and execution at NetApp. Caspar is always looking for new and innovative ways to accelerate growth, deliver pipeline and acquire new customers for both Sales and Channel. Born a Dutch native, Caspar now lives in California with his wife and two daughters where he enjoys the outdoors and a round of golf when time allows.

● ● ●


3

Jason Downie, SVP + General Manager, Data Solutions - Lotame [email protected] | www.lotame.com | @lotame TOPIC: Data Quality in a Cross-Device World: A Panel on Responsibility, Verification and ROI Digital advertising, especially related to responsibility, is getting more press attention than ever before. This all-star panel discussion will dive into tactics savvy marketers are using to ensure data responsibility and quality across all channels. Should marketers treat first and third-party data the same? Expect the answers to this question and more, as this diverse group of panelists discuss recent developments in programmatic advertising, data trends and how to cut through the fog to gain clarity, walking away with actionable insights you can leverage to improve data driven advertising for your business. BIO: During his 8 years at Lotame, Jason has built the company’s data business into what has become one of the world’s largest data exchanges. After graduating from the Wharton School of Business at the University of Pennsylvania, Jason spent 10 years at Bain and Company, consulting for a range of companies in the Fortune 500. Prior to joining Lotame, Jason spent more than 10 years as an entrepreneur in roles including musician, bar owner, and real estate dealmaker.

● ● ●

Brian Doyle, Integrated Marketing Consultant - Brian Doyle Consulting, LLC [email protected] TOPIC: From Classification to Customer Experience: How to Handle Consumer Purchasing in B2B Most B2B brands receive orders from consumers whether they market to them or not. In general, all orders are welcome, but Marketing’s role is to provide a process where we can immediately identify which new customers are worth the effort to build a relationship with and which appear to have low potential and should be put on a low-cost, low-effort track. Issues we should consider:

Classification process How much to invest to gain a second order? Product assortment Promotional offers

BIO: Brian Doyle is the founder of BDC, LLC, an integrated marketing consultancy offering practical solutions to complex business problems. Recent projects include Interim Director of Marketing, Lands’ End Business Outfitters, acting VP of Marketing & Ecommerce for Coldwater Direct relaunch, Interim Director of Marketing, Thos. Moser /Moser Contracting, coached a number of small B2B clients into ecommerce space. Before starting BDC he held senior marketing roles at J.Crew, Guthy-Renker, Aramark (WearGuard) and directed three start-up businesses as General Manager.

● ● ●

Eileen Egan-Cammarata, Director, Account Based Marketing + Verticals - Red Hat [email protected] | www.redhat.com TOPIC: How ABM Became the New Normal and What I Learned on My Journey Beyond account selection – This session will explore the top 5 lessons learned while building, scaling and optimizing a global ABM program within the open organization. BIO: As a marketer on the forefront of the open source revolution, Eileen has helped enterprise software companies position and grow market-disruptive offerings through integrated multichannel campaigns and strategies. Eileen led the marketing team that repositioned Red Hat from a Linux-focused company into a leading player in cloud computing and enterprise open source cloud solutions. As Red Hat’s Global Vertical and Account Based Marketing lead, Eileen is focused on driving Red Hat’s Worldwide ABM strategy and performance. Red Hat’s ABM program was recognized in 2017 as industry-leading at Gartner Growth and Innovation Conference.


4

● ● ●

Meagen Eisenberg, CMO - MongoDB [email protected] | www.mongodb.com | @meisenberg @MongoDB

TOPIC: The Secret Life of a CMO: Lessons that Scale As a veteran technology marketing executive with nearly 20 years of experience, Meagen Eisenberg shares her experience as a first time CMO joining a tech unicorn. With organizational goals in mind and serious marketing tasks ahead, she shares with us how she prioritized her tasks to create a nimble, modern marketing organization and what she learned in the process. Join us as Meagen walks us through her first board meeting in 2015: how she prepared for it, and what her plan looked like for marketing and the company as a whole. Fast forward to 2018 and the Stanford Graduate School of Business has released a case study on this very experience. BIO: Meagen has spent over 20 years working in the high-tech industry and founding advisor of Women 2.0. One of Top 50 account people most retweeted by mid-sized marketers according to an AdWeek study, one of 2015’s most influential martech leaders and one of the Top 25 B2B Marketing Influencers according to InsideView. She is the CMO of MongoDB and advises over a dozen tech companies - Branch.io, ZenIQ, Insightpool, Mintigo, FuelPanda, CoreOS, TinyPulse, Apptimize, SumoLogic, OnRule, and Accompany to name a few. In 2014 she won the Marketers that Matter award, in 2012 she received the SuperNova Award in Matrix Commerce from Constellation Research and in 2011 the Marketing Visionary Markie award within the marketing automation field. Before joining MongoDB, she was VP of Demand Generation and Customer Marketing at DocuSign. Before DocuSign, she was Director of WW Demand Generation at ArcSight, an HP Company, and prior to that she led worldwide programs and events at TRIRIGA (acquired by IBM) for integrated workplace management systems. Prior to TRIRIGA, she was at Postini (acquired by Google) and IBM, working in solutions and product marketing for security and compliance. Earlier she worked as an IT Engineer at Cisco Systems and Applied Materials. She has a Master of Business Administration with a focus on marketing and strategy from Yale School of Management, and a Bachelor of Science degree in MIS with a minor in CSC from Cal Poly – San Luis Obispo.

● ● ●

Shaun Gameroz, Senior Marketing Manager - Infinite Electronics [email protected] | www.infiniteelectronics.com | @ShaunGameroz TOPIC: Tales from the Trenches: Practitioners Talk About Adventures in Modern Marketing Today’s modern marketers have never had more choices. From tools, tactics, and regulation, the data-driven marketer has a lot to consider. But which tactic? Which channel? And how do we pull it all together? Our panelists will take you through a discussion on how their organizations are tackling the areas of:


BIO: Since 2008, Shaun has led the multi-channel direct marketing efforts at Infinite Electronics, the parent company of ten globally recognized brands, addressing the immediate needs of engineers for wired and wireless connectivity products at over 100,000 customer locations worldwide. Shaun's track record of success includes driving highly profitable prospecting campaigns and accelerating customer revenue growth and retention through leading edge marketing techniques. Shaun’s areas of leadership and multi-channel expertise include Direct Mail, Email, Database Marketing, SEM, Brand Management, Data Science & Analytics, Content Marketing, and Marketing Automation.

● ● ●


5

Tony Harris, Director, Demand Generation – Neustar, Inc [email protected] | www.home.neustar | @Neustar @tonyharr TOPIC: Tales from the Trenches: Practitioners Talk About Adventures in Modern Marketing Today’s modern marketers have never had more choices. From tools, tactics, and regulation, the data-driven marketer has a lot to consider. But which tactic? Which channel? And how do we pull it all together? Our panelists will take you through a discussion on how their organizations are tackling the areas of:


BIO: Tony is Director, Demand Generation at Neustar in San Francisco. He leads the demand generation and marketing automation teams to plan, deliver and deploy integrated campaigns. He is responsible for lead generation to drive new business for Neustar’s four commercial business units. Tony has over 15-years experience in marketing and demand generation, helping launch over a dozen products and over 150 domestic and global campaigns at Adobe, Cisco, HP (Tandem), Intuit, NetApp, and three start-ups. Tony is a US Air Force veteran and has biked the SF to LA AIDS Lifecycle 4 times. www.linkedin.com/in/sftonyharris

● ● ●

Tim Hayden, President + Co-Managing Partner - Brain+Trust [email protected] | braintrust.partners | @TheTimHayden @YourBrainTrust TOPIC: Know Your Customers Before It’s Too Late Artificial intelligence and mobility have already reshaped the many ways in which customers search, discover and purchase goods and services. Business operations and marketing will be forever changed over the next decade by more of the same and new technological possibilities being brought to market today. Such change is not all about mobile apps, marketing automation and chatbots, though. Let's discuss the critical need to truly know your customers, how direct marketers may have an advantage in this brave new world, and how to leverage these abrupt shifts in commerce and consumer behavior through data unification, audience intelligence and personalization that may scale your business over the coming 18 months. BIO: Tim Hayden has two decades of experience leading high growth technology firms and marketing agencies. Before Brain+Trust Partners, he headed marketing at Zignal Labs, a real-time media intelligence platform. He is also former head of the Mobile program at Edelman Digital in North America. Tim has served as a catalyst for innovative change in some of the world’s leading brands, including Dell Technologies, Bacardi USA, McDonald's, ExxonMobil, Hilton Worldwide, Kraft Foods, and Walmart. He is co-author of The Mobile Commerce Revolution (QUE Biz Tech, October 2014), lives in Austin with his wife and son, and he hasn't owned a car since 2003.

● ● ●

Carlos Hidalgo, CEO - VisumCX [email protected] | www.visumcx.com | @cahidalgo @visumcx TOPIC: Delivering Customer Experience in The Age of The Digital Customer By the year 2020, customer experience will be the defining competitive advantage for brands. Today’s customers are sophisticated, demanding and digitally connected, so brands must take the steps needed to deliver across these channels. In this session, attendees will walk away with the following:

How to Enable, Equip and Empower their organization for CX How to identify the various customer touch points to ensure customer experience across the full arc of the customer life-cycle The tools needed to build a data driven foundation to deliver customer experience


6

BIO: Carlos Hidalgo is founder and CEO of VisumCx, a Customer Experience Strategy Firm. Carlos has over 20 years’ experience working with B2B organizations in delivering multi-channel customer experience strategies and programs. Carlos is widely recognized for his expertise in B2B marketing, sales, content and demand generation and is an international speaker on how organizations need to transform to meet the needs of their customers and buyers. Carlos is the author of Driving Demand, has been named one of the 50 Most Influential People in Sales Lead Management for the last six years and is recognized by Onalytica as the “Most Influential Person in B2B North America in 2015.”

● ● ●

Kevin Hope, Director of Analytics, BI + Analytics - MeritDirect, LLC [email protected] | www.meritdirect.com | @MeritDirect TOPIC: "Started from the bottom, now we’re here”: How Microsoft Championed Siloed Data and Turned it into 25% Revenue Growth Examine your existing customers to determine how they are already telling you what they want. Learn how to form a test and learn plan that can focus on driving and measuring incremental ROI through efficient optimization. 3-5 Key Takeaways for Participants: 1. How to test and measure if content is making a difference. 2. How to test efficiently and act on the results quickly to improve ROI. 3. How to stop guessing how much email your customers want and use data to tell you the facts. BIO: Kevin is a senior member of the multichannel predictive analytics team at MeritDirect. This team of experts provides predictive modeling and strategic services to a wide range of business-to-business and business-to-consumer-clients across the globe. Although mostly known for having a great sense of fashion among his team members, he wears many hats ranging anywhere from advanced predictive analytics, circulation planning, to digital marketing. Kevin holds a BA in Marketing as well as an MBA degree in Finance from Iona College.

● ● ●

Michelle Houston, Senior Vice President, Marketing Services - CohereOne [email protected] | www.cohereone.com TOPIC: Integrating Intent Based Trigger Offers into Your OmniChannel Marketing Mix By now, you’ve probably heard the term “triggered postcard program”. Originally geared towards the B2C marketplace, this marketing program is now taking off in B2B marketplace with success! Trigger postcards captures real time data and turns it into executable campaigns within a specific window of opportunity with customers before it closes. To use this program effectively, we will show how to leverage the data and how it fits into your overarching marketing plans. At the peak of customers’ intent and interest to purchase, you will increase customer engagement as well as re-engage with lapsed customers with substantially ROI. BIO: Michelle is an integrative marketing executive with a 20+ year proven track record helping clients such as Galls, Whitewater Brands, Revival Animal Health and more. She has a proven ability to set strategic planning and execution in an ever-changing marketing environment, yielding positive changes and outcomes. Working with companies from large to small, Michelle is focused on developing and integrating cross channel marketing plans that maximize revenue while meeting budgeted ROI goals. Her on-hands experience with digital marketing programs combined with in-depth catalog marketing experience makes her a sought-after resource.

● ● ●

Maria Jaime, Digital, Sr. Marketing Analyst, BI + Analytics - MeritDirect, LLC [email protected] | www.meritdirect.com | @MeritDirect TOPIC: Art vs. Science | 3 Case Studies in Applying Data-Driven Decision Making to PPC MeritDirect’s new Search Engine Marketing Team will use 3 case studies to illustrate how best-in-class marketers integrate PPC with their Marketing Mix. Attendees will learn:


7

The Landscape of SERP (Search Engine Results Page) and how link real-estate can have drastic effects on moving the marketing needle

How to correctly determine search budgets—and exactly what search campaigns mean to overall business performance How to balance the “push & pull” of catalogs & paid search—and how to capitalize on offline triggers that generate online

demand (& vice versa) BIO: Maria Jaime works as a Senior Marketing Analyst in MeritDirect’s BI + Analytics Solutions. Throughout her career, she’s been involved in a wide variety of multi-channel analytical projects including creating multi-channel attribution models, media mix models, revenue forecasting, circulation management and PPC testing. She is a graduate from Manhattanville College with a double-major in Mathematics & Business Management.

● ● ●

Bill Leake, CEO - Apogee Results [email protected] | www.apogeeresults.com | @marketing_bill TOPIC: Double Your Provable Returns from Paid Digital Media Google, Facebook, Linkedin (Microsoft) et. al. are fantastically good at extracting your dollars to fund their shareholders. This session will help you maximize your return for every dollar spent on the large platforms. After this session, you’ll be able to:

Learn and implement many of the best hacks and tricks used by top performers to optimize their spend Deploy campaigns that lean into, take advantage of, and enhance your existing marketing efforts Identify the signs of mis-managed campaigns Move to an agile, high-performance, digital media culture of excellence

BIO: Bill is a former McKinsey & Co. consultant and recently Rimini Street’s (RMNI- Nasdaq) GVP Global Marketing. He has driven provable digital revenues since building the first company to sell $1 Million on the internet, before Amazon or eBay. Currently he is the CEO of ApogeeResults.com, who has grown many dozens of high-growth VC-backed, Internet Retailer 500 and Inc. 5000 companies, as well as large brands like Amazon, Whole Foods, HP, IBM, and others. He is also the president of the Austin Interactive Marketing Association and is a SEMPO board member.

● ● ●

Noel McMichael, Vice President, Business Development – LiveRamp [email protected] | www.liveramp.com | @LiveRamp TOPIC: Data Quality in a Cross-Device World: A Panel on Responsibility, Verification and ROI Digital advertising, especially related to responsibility, is getting more press attention than ever before. This all-star panel discussion will dive into tactics savvy marketers are using to ensure data responsibility and quality across all channels. Should marketers treat first and third-party data the same? Expect the answers to this question and more, as this diverse group of panelists discuss recent developments in programmatic advertising, data trends and how to cut through the fog to gain clarity, walking away with actionable insights you can leverage to improve data driven advertising for your business. BIO: Noel McMichael is a Vice President for Business Development at LiveRamp. He is responsible for delivering growth for leading tech platforms who are making investments in identity-resolution technology. Noel is an innovator and product evangelist in the digital marketing industry. Fusing deep product knowledge with broad business experience, he bridges the gap between business and technology in organizations ranging from startups to the largest global brands. His extensive experience in digital marketing includes being the VP of Product at Acxiom, founding two companies, and being on the leadership team at Right Media.

● ● ●


8

Joe Raaen, Director, Programmatic Data Strategy - Annalect [email protected] | www.annalect.com | @jwraaen TOPIC: Data Quality in a Cross-Device World: A Panel on Responsibility, Verification and ROI Digital advertising, especially related to responsibility, is getting more press attention than ever before. This all-star panel discussion will dive into tactics savvy marketers are using to ensure data responsibility and quality across all channels. Should marketers treat first and third-party data the same? Expect the answers to this question and more, as this diverse group of panelists discuss recent developments in programmatic advertising, data trends and how to cut through the fog to gain clarity, walking away with actionable insights you can leverage to improve data driven advertising for your business.

BIO: Joe Raaen is the Director, Programmatic Data Strategy at Annalect for Omnicom Media Group. He works on global data strategy and strategic partnerships with vendors across all Omnicom Media Group’s agencies to ensure each agency has the strongest relationships in the industry with each of its partners. Joe works with each partner to create new initiatives and innovations unique to Omnicom agencies and their brands.

Joe started working for Omnicom in 2012. Joe’s career started in finance in San Francisco in 1997 and became the youngest Head Trader in charge of equities and equity derivatives at Genesis Merchant Group Securities, where he worked for 6 years. Joe then went on to lead talent buying and promotion at Café Du Nord Partners for three years, booking and promoting three venues: The Café Du Nord, The Swedish American Music Hall and The Hotel Utah, where he produced over one thousand shows working with record labels and brands to create sponsorships and branding opportunities. Joe’s most recent job was Vice President and Head Trader at Apelles Investment Management in New York City (2008-2012) where he was a partner. Joe was responsible for all the trading strategies in the portfolio and was an analyst for all public and private equity positions

● ● ● Jeremy Roberts, Adjunct Professor of Marketing - Texas A+M, San Antonio [email protected] | @jeremyaroberts TOPIC: 3 Critical Capabilities to Support the Customer Journey and Personalization Today’s customers are expecting real-time, personalized engagement at every step of the customer journey, along with a seamless transition from one channel to the next. Most successful customer experiences occur when meaningful, contextual insights are used in the right place at the right time. When companies fail to deliver that experience, they struggle to drive revenue. Let’s break down the Customer Journey and identify what capabilities you will need to attract, measure, convert, and retain customers throughout that journey.

1. Decode the customer journey 2. Eliminate Data Fragmentation 3. Be able to use your left brain and your right brain

BIO: Jeremy is a Digital Marketing Executive with 20-years of experience in both the corporate and startup worlds managing corporate/enterprise level demand generation, product marketing and marketing programs for companies in cloud/managed hosting, retail, financial services, data, and MarTech/SaaS. He currently teaches Digital Marketing at Texas A&M San Antonio. Previously, Jeremy was the Head of Partnership Marketing at Acxiom, a Product Marketing Leader at IBM supporting IBM’s customer analytics product portfolio, a Digital Marketing Leader at Harland Clarke managing marketing for the company’s 13+ brands, and at Rackspace in Demand Generation, Product Marketing and Social Marketing roles.

● ● ● David Rodnitzky, CEO - 3Q Digital [email protected] | 3qdigital.com | @rodnitzky @3qdigital TOPIC: The Future of B2B Marketing: Predicting the Winners and Losers Traditional B2B marketing tactics like trade shows and inside sales still work, but savvy B2B marketers are discovering new channels that may out-perform old-school methods. From social media (not just LinkedIn!) to influencer marketer to programmatic display ads, this session will help you identify and measure new opportunities to diversify and optimize your marketing budget. BIO: David Rodnitzky is CEO of 3Q Digital, a leading growth marketing agency he founded in 2008. 3Q Digital manages more than $600 million of online media spend for the fastest growing, most innovative companies in the world.


9

● ● ●

Tom Rose, Circulation Manager, Lands’ End Business [email protected] | www.landsend.com | @LandsEnd4Biz TOPIC: From Classification to Customer Experience: How to Handle Consumer Purchasing in B2B Most B2B brands receive orders from consumers whether they market to them or not. In general, all orders are welcome, but Marketing’s role is to provide a process where we can immediately identify which new customers are worth the effort to build a relationship with and which appear to have low potential and should be put on a low-cost, low-effort track. Issues we should consider:

Classification process How much to invest to gain a second order? Product assortment Promotional offers

BIO: Tom is a Direct Marketing professional with nearly two decades of B-to-B experience in areas of customer retention, reactivation and acquisition. Tom has spent the majority of his career working in multimillion dollar brands focusing on customer segmentation, new customer acquisition and analytics. Tom has driven the successful implementation of the marketing strategies for house file and customer acquisition along with associated deliverables including top line revenue, advertising cost and house file growth.

● ● ●

Chris Roth, Analyst, BI + Analytics, MeritDirect, LLC [email protected] | www.meritdirect.com | @MeritDirect TOPIC: Art vs. Science | 3 Case Studies in Applying Data-Driven Decision Making to PPC MeritDirect’s new Search Engine Marketing Team will use 3 case studies to illustrate how best-in-class marketers integrate PPC with their Marketing Mix. Attendees will learn:

The Landscape of SERP (Search Engine Results Page) and how link real-estate can have drastic effects on moving the marketing needle

How to correctly determine search budgets—and exactly what search campaigns mean to overall business performance How to balance the “push & pull” of catalogs & paid search—and how to capitalize on offline triggers that generate online

demand (& vice versa) BIO: Chris Roth is in MeritDirect’s BI + Analytics Solutions His skill sets fall in Search Engine Marketing (SEM), Search Engine Optimization (SEO), E-commerce Optimization, Web Design, Digital Marketing, and Social Media. He has a Bachelor of Fine Arts (BFA) focused in Web Page, Digital/Multimedia and Information Resources Design from LIU Post.

● ● ● Rob Sanchez, CEO - MeritDirect, LLC [email protected] | www.meritdirect.com | @MeritDirect @rsanchezmedia BIO: Rob’s career has stretched over 25 years, during which time he forged key business relationships with many marketers including Fortune 500 as well as marquee technology and media clients. He has been recognized multiple times by BtoB Magazine as a “Who’s Who” Thought Leader in the industry. Rob Sanchez brings a dynamic blend of data and media expertise and an ability to grow the business in his role of CEO. As one of the original partners of MeritDirect, he started the List Management + Interactive Services area, which later became Data + Media Services. He has served on the Management Committee since its inception, as a Managing Partner since 2009 and as CEO since 2012.


10

Under Robs leadership, MeritDirect has become a leading provider of global multi-channel marketing solutions, offering integrated marketing services through a wide variety of products and services. Rob has lead a strategic approach to building a modern marketing organization that has morphed into a data driven, multi-channel marketing solutions company combined with data management, consulting, digital and analytics embedded deep in the B2B, B2C and data driven marketing world. Through key acquisitions, recruitment, global expansions and expansion of solution-based services, MeritDirect has transformed the marketing services business model and positioned itself for a bright future. Rob is an avid sports fan and golfer, enjoys music and supporting various charitable interests.

● ● ●

Rich Wolfgang, Director, Business Development Specialist - Oracle [email protected] | www.oracle.com | @richwolfgang @OracleCloud TOPIC: Bridging the Gap: The Line Between Sales + Marketing is on the Move The days of Marketing throwing leads "over the wall" to Sales are done. Companies realize that the best practice is a tight relationship between marketing and sales but that's easier said than done. So how do you build that relationship and empower both inbound and outbound sales teams to become successful, especially when you have dozens of products, hundreds of marketing initiatives and scores of sales people? Start by going to this session where you'll learn philosophies, processes and tactics that connect sales & marketing teams and impact the bottom line. BIO: Rich Wolfgang loves to tackle sales & marketing problems. The fun part is building the systems and processes that enable best practices and impact the bottom line! His specialty is demand generation, from creating awareness to closing revenue. Rich has been working in Enterprise tech (Oracle, HPE/HP) for the last 6+ years, promoting cloud products and services. Before that, Rich spent 4 years consulting on demand generation programs and operations. Rich lives in Austin, TX with his wife and two young daughters.

● ● ●

Ashley Wylie, Outbound Marketing + Database Manager, North America - Lenovo Data Center Group [email protected] | www.solutions.lenovo.com www.lenovo.com | @Lenovo TOPIC: The Fight for the Inbox: Lessons in Deliverability You spend a lot of time crafting awesome email messages, but if they never get to the inbox, your efforts are doomed from the start. As an email marketer, you face a special and complex challenge - getting into the corporate email inbox. In this session, learn what you can do to make sure you reach customers that are using B2C and B2B corporate email addresses. You will get tips on how to identify deliverability issues, as well as best practices for using your marketing technology. Stories from the trenches, case study results, and lessons learned along the way such as how to:

Identify deliverability issues through your email service provider Execute best practices for sending to customers and prospects Recognize top anti-spam appliances and email marketing content filters Tips on how to reach out to IT people to whitelist you Free ISP and B2B tools to monitor deliverability

BIO: With over 10 years of marketing experience, Ashley Wylie is a marketing professional with a focus in demand generation, digital marketing, and outbound communications at Lenovo. Ashley knows the first step in any successful email campaign is getting into the inbox—and a well-loved database. Her efforts helped Lenovo win the Oracle Markie award for Best Digital Marketing Ecosystem in 2016. When not battling for a place in the inbox or tending the database, Ashley is Mom and wife to her loving family.

● ● ●

December 2017: Named Among “Top 10 OmniChannelMarke ng Solu on Providers 2017” by Marke ng Tech Outlook

January 2016: Named as a company to watch in Outsell Inc.’s Informa on Industry Outlook 2016

May 2017: Named one of the ’10 Fastest Growing Data Analy cs Companies of the Year 2017’ by The Silicon Review Magazine

AWARDS AND RECOGNITION

INTERNATIONAL SOLUTIONS

DATABASEPRODUCTS + SOLUTIONS

DATA, DIGITAL + OMNI-CHANNEL BI + ANALYTICS

DATABASEMARKETINGAUDIENCETARGETING

DIGITALABM + DEMAND MANAGEMENT

OUR SOLUTIONS

MAIN BALLROOM

SPEAKER TWEET CHEAT SHEET

▲▲

@MeritDirect#MDX18

Chris Arrendale | @Arrendale @inboxprosEO + Principal Deliverability Strategist - Inbox Pros

Chris Blohm | @cbmktg @MeritDirectSenior Vice President – Data, Digital + OmniChannel Solutions- MeritDirect, LLC

Dee Blohm | @DeeBlohm @MeritDirectVice President, Marketing – MeritDirect

Kim Bosse | @OracleDataCloudDir., Data Science, Data Cloud Development - Oracle

Shawna Dahlin | @shawnadahlin @microsoftDirector, Customer Engagement Marketing - Microsoft

Caspar Derksen | @NetAppDirector, Demand Generations - NetApp

Jason Downie | @lotameSVP + General Manager, Data Solutions - Lotame

Meagen Eisenberg | @meisenberg @MongoDBCMO - MongoDB

Shaun Gameroz | @ShaunGamerozSenior Marketing Manager - Infinite Electronics

Tony Harris | @Neustar @tonyharrDirector, Demand Generation - Neustar, Inc

Tim Hayden | @TheTimHayden @YourBrainTrustPresident + Co-Managing Partner - Brain+Trust

Carlos Hidalgo | @cahidalgo @visumcxCEO - VisumCX

Kevin Hope | @MeritDirectDirector of Analytics, BI + Analytics - MeritDirect, LLC

Bill Leake | @marketing_billCEO - Apogee Results

Maria Jaime | @MeritDirectDigital, Sr. Marketing Analyst, BI + Analytics - MeritDirect, LLC

Noel McMichael | @LiveRamp Vice President, Business Development – LiveRamp

Joe Raaen | @jwraaenDirector, Programmatic Data Strategy - Annalect

Jeremy Roberts | @jeremyarobertsAdjunct Professor of Marketing - Texas A+M San Antonio

David Rodnitzky | @rodnitzky @3qdigitalCEO - 3Q Digital

Tom Rose | @LandsEnd4BizCirculation Manager - Lands’ End Business

Chris Roth | @MeritDirectAnalyst, BI + Analytics, MeritDirect, LLC

Rob Sanchez | @rsanchezmedia @MeritDirectCEO - MeritDirect, LLC

Rich Wolfgang | @richwolfgang @OracleCloudDirector, Business Development Specialist - Oracle

Ashley Wylie | @LenovoOutbound Marketing + Database Manager, North America - Lenovo Data Center Group

The MeritDirect Marketing Experience | #MDX18 | FOUR SEASONS HOTEL AUSTIN | APRIL 11-12, 2018

Support your Fellow Marketers on Social

the meritdirect marketing experience€¦ · marketer. one that provides a forum for b2b marketing,...

Documents