“The Secret Sauce to the Sales & Marketing BFF Relationship: Using Marketing Technology to Accelerate Pipeline”
Natasha Morgan, Oracle Marketing Cloud
Remember when the Marketing/Sales BFF relationship was the holy grail for marketers? If you are following the current buzz around marketing, much of the talk has shifted from the demand waterfall and the buyer’s journey to the ever-changing and expanding role of the marketer, how marketing technology is driving that change, and how to best navigate that path with IT for their business and their customers’ experience. All the while, however, the pressure—and opportunity—remains on the marketer to delight customers and to generate revenue. We’ll talk about how the Marketing/Sales BFF relationship is more important than ever to creating an ideal customer experience and business success, and reveal a few real-life examples of how modern marketing minds have used technology to make that possible.
Natasha Morgan Director of North American Marketing, Oracle Marketing Cloud
Natasha Morgan oversees North America Marketing for Oracle Marketing Cloud, a comprehensive marketing technology platform that equips modern marketers to deliver personalized customer experiences across all marketing channels while driving business innovation, value and revenue. Ms. Morgan is responsible for delivering multichannel marketing strategies that are sales-driven and have a direct impact on pipeline growth, conversion and acceleration. In her current role, she has built and manages a team that daily reinvents the how, what, when and where of field marketing. She is passionate about technology, specifically how its evolution and innovations are driven by customer behavior and in turn impact and empower marketing strategies and professionals. Ms. Morgan holds a Bachelor of Arts degree from Occidental Collage, and Master of Arts and Ph.D. degrees from the University of Texas at Austin.
Mobile: The "First Screen" for Direct Marketing — Content, Coupons, Commerce and Competition
Jim Levinger, Vecna
For years, mobile has been heralded as the "third screen," an optional accessory to TV and interactive. But mobile is increasingly becoming the first screen for many consumers, and is potentially the most effective screen for certain marketing activities. Used correctly, mobile is more personal, more relevant, and drives higher response rates than other mediums. This session will provide an overview of key trends and how to take advantage of opportunities and provide practical strategies to better engage consumers by using mobile in your marketing mix.
Jim Levinger Director of Business Development, Vecna
Jim Levinger has over 20 years of experience developing innovative mobile and interactive marketing programs with clients around the globe. He pioneered mobile barcode scanning in 2001, and founded and has led a number of companies, including Q-Ray Media, Nextcode, International Wireless, and PixelDance Communications.
Search Marketing: Killer Tactics and New Technologies
Harry J. Gold, Overdrive Interactive
Think search is just about keywords, bids and clicks? Not anymore! Making search work in today's hyper-competitive climate is about making all your digital programs work together. It's about aligning your conversion environments, banner campaigns, call centers, marketing automation platforms and analytics to leverage the customer connection that starts with a simple search.
See Overdrive Interactive's CEO Harry J. Gold share constant truths and best practices of search marketing and speak about why search is still king when it comes to consistent and reliable ROI. Learn the tried and true methodologies that help companies compete and win in the ever more challenging search environment and see what new tactics and technologies are coming online. Session attendees will walk away with tips and tactics they can start using right away!
Harry J. Gold CEO, Overdrive Interactive
Harry Gold is the Founder and CEO of Overdrive Interactive, an award-winning digital marketing firm in Boston, MA, that serves top companies such as Harley-Davidson, Samsonite, GE, EMC, Bright Horizons, Dow Jones, John Hancock, AAA, IBM and Philips. Harry's primary mission is to create innovative online marketing programs based on real-world success and to ensure that the marketing and technology best practices that drive those successes are continually institutionalized into the culture and methods of his agency.
Harry frequently gives lectures on search engine marketing, social media and online media for The American Marketing Association, The Association of National Advertisers, The New England Direct Marketing Association, Search Engine Strategies, The Online Marketing Summit, The Association of National Advertisers and Harvard University. He is also an expert columnist for ClickZ, whose email newsletters are sent out to over 100,000 subscribers.
How Crowdsourcing can Draw Your Customers Closer and Drive New Business
Randy Corke, GoodCrowds
Crowdsourcing is an exciting, powerful new way to engage your clients and partners for real value, to build loyalty and to drive new business, but surprisingly few organizations understand what crowdsourcing is and how they can best use it for their benefit.
This presentation will give a clear understanding of crowdsourcing and explain how it works and what makes it different from other engagement methods such as surveys, focus groups and online forums, and, importantly, how crowdsourcing makes other direct marketing initiatives more effective. Through crowdsourcing, companies and organizations of all types can gain deep insight into market opportunities, identify new areas for growth, and make their organizations more relevant to their target markets.
As with any new engagement or marketing approach, there are right ways and wrong ways to apply it. This presentation will demystify crowdsourcing and open up new possibilities for attendees, through:
- Case studies of how market leading organizations are using crowdsourcing to build competitive advantage
- Examples of how to get the biggest ROI from a crowdsourcing programs
- Best practices for crowdsourcing
- Insight into the key factors to consider when planning a crowdsourcing engagement
Randy Corke Founder and Principal, GoodCrowds
Randy Corke is a recognized expert in crowdsourcing and has worked with organizations around the world to conceptualize, plan and implement successful crowdsourcing engagements for a wide variety of clients. Randy is founder and principal of GoodCrowds, an advisory firm which specializes in working with private and public organizations to apply crowdsourcing to build business, gain sustainable competitive advantage and market insight.
Randy was previously a member of the founding management team of Chaordix, a world-leader in crowdsourcing, and as Chaordix' VP and Sr. Principal of Crowdsourcing Advisory, Randy provided crowdsourcing expertise to global clients including leading finance, CPG, telecom and airline companies, the US Government, universities and non-profits.
Randy has helped bring new technologies and methods to market for business value over the past twenty years, with specific focus on innovation, mobile and social media areas. He has been a featured speaker on crowdsourcing at multiple conferences including PIM 2012 and Crowdsortium, a guest lecturer on multiple campuses and holds a MBA from Cornell University and a B.A. from Middlebury College.
Technology-Enabled Predictive Analytics Transforms Tomorrow's Contact Center
Niren Sirohi, iKnowtion
As the number of interaction channels have exploded, it has become harder to maintain a consistent customer experience across interaction touch-points. Only 15% of CIOs say that their companies do "very well" in maintaining a consistent user experience across all communication channels. Since most interaction channels are siloed and channels do not share information with one another, most customer experience breakdowns occur at the boundaries between interaction channels.
In this session, Niren Sirohi will explain some key principles driven by technology-enabled analytics that can improve the customer experience, reduce costs, help guide organizational decision making and improve overall revenue and ROI.
- Find out why all interactions are information-rich
- Discover ways self-service can and should be intelligent
- Learn how to empower and transform your frontline
- Understand the importance of "right channeling" customer interactions
- Find out how to follow and inform the customer journey intelligently across channels
- Discover ways to pre-empt interactions with analytics
Niren Sirohi Vice President, Predictive Analytics, iKnowtion
Niren Sirohi, Ph.D., is Vice President, Predictive Analytics at iKnowtion and is responsible for leading the company's predictive analytics practice. For more than 20 years, Niren has been developing and implementing strategic analytic solutions for global brands across many industries including financial services, retail, automotive, consumer goods and telecommunications. Previously, Niren led Prophet's customer insight practice, as well as customer intelligence, research, and CRM functions within Fidelity Investments. Niren earned his Ph.D. in Management at Cornell's Johnson Graduate School of Management and he has an MBA from Bombay University and an undergraduate degree in Mechanical Engineering from the Indian Institute of Technology.
Creating a Marketing Technology Strategy
Scott Brinker, ion interactive
Marketing has more software available to it today than any other business function in the history of computing. For marketers, this is a two-edged sword: an incredible array of capabilities — but a dizzying set of choices. In this session, we'll cover the marketing technology landscape, its underlying structure, and how to acquire a framework for managing your own cohesive marketing technology strategy.
Scott Brinker Founder & CTO, ion interactive
Scott Brinker is the founder and CTO of ion interactive, a software company that provides a platform for creating and A/B testing app-like landing pages and microsites for web and mobile touchpoints. He is also the author of the Chief Marketing Technologist blog (chiefmartec.com), where he writes about the intersection of marketing and technology. Scott has degrees in computer science from Columbia and Harvard and an MBA from MIT.
Scott has previously spoken at SMX, SES, Online Marketing Summit, Pivot, FutureM, Pubcon, DemandCon, B2B LeadsCon, Gilbane Conference, Interactivity Digital, CreateTech, Inbound Marketing Summit, MarketingProfs B2B Forum, Search Insider Summit, and numerous events for companies such as Adobe, Marketo, SAS, and Widen.
The Right Message at the Right Time: How to Create a Better Customer Experience with Personalization
Karl Wirth, Evergage
Real-time marketing isn't just about social media anymore. Today, the technology exists for marketers to automatically respond to visitors on their website the moment they take specific actions. Real-time, behavior-based web personalization is not only increasing conversion rates, but also creating more seamless customer experiences, from the moment someone enters a website onward through their entire journey. According to a recent Evergage survey, 88% of digital marketers consider real-time marketing critical to their efforts, and many plan to invest in real-time technology this year. Learn how other marketers are seeing big results (case studies), how it works and how to get started.
Karl Wirth Co-Founder & CEO, Evergage
Under Karl Wirth's leadership, Evergage has experienced strong growth in its client base in 2013. Notable clients include Acquia, Bullhorn, Crimson Hexagon and Endurance International Group. Prior to Evergage, Karl spent 10 years as a product and marketing innovator at a variety of companies including RSA Security and Red Hat. He led the development of next gen software businesses in security, cloud-computing and marketing technology. Karl graduated from Harvard with a degree in physics.
Up Close and Personal: Technology's Undeniable Impact on Individualization
Susan Connors, Quaero
For those companies looking to improve personalization, success depends upon both technology and technique. Enterprise personalization done well will be a key differentiator in this age of the consumer, but given the overwhelming volumes of digital data flowing into your organization, it is not easy. Learn the three key ingredients needed to drive personalization and ultimately increase customer engagement.
Susan Connors EVP of Consumer Solutions, Quaero
In today's world of big data, you can capture every click, view, open, impression and tag. It's easy to be intimidated. Susan helps Quaero's clients understand what it all means and — even more important — how to move forward. (Just ask about her apple tree and earthworm analogy. Trust us, it will help.)
Susan brings 20 plus years of extensive experience in data management and customer data integration, crafting teams and solutions to service the marketing technology needs of various industries from telecommunications and financial services, to CPG and non-profits. At Quaero, she's responsible for the vision, solution and ongoing relationship management of B2B and B2C clients.
Prior to joining Quaero, Susan served as executive vice president of CognitiveDATA, a Merkle company. There she ran the teams responsible for client engagement, strategy and analytics, account management and production management. Prior posts at Merkle included vice president of database operations and vice president of client services.
Susan earned a Bachelor of Science degree in business administration, finance from George Mason University.
Marketing Automation in Action: 5 Use Cases that Drive Real Results
Michael Berger, Marketo
Marketers today hear a lot about the promise of Marketing Automation. But much of what they hear focuses on the conceptual aspects of the technology, leaving marketers unsure exactly how it all works within their daily routine. In this session we'll dig down a few layers and highlight 5 specific use cases that clearly demonstrate the ability of Marketing Automation to drive better results.
Michael Berger Director, Product Marketing, Marketo
Michael Berger is the Director of Product Marketing at Marketo, a leading provider of Marketing Software that helps marketers build lasting relationships with prospects and customers at scale. Prior to joining the company, Michael was Sr. Director of Marketing at McGraw-Hill, where he deployed Marketo to help grow revenues for the company's technology offerings as the market was quickly transitioning from print to digital. Mike is a frequent speaker on topics related to Marketing Automation and Digital Marketing, and has a great deal of passion related to the critical role of technology in marketing today.
Panel Discussion — Tools and Technologies for Social Media Success
Bob Cargill, Overdrive Interactive
Jamie Pappas, Akamai Technologies
Keith Paul, Rocket Software
Eric Anderson, IBM Interactive
Bob Cargill Director of Social Media Overdrive Interactive
Bob Cargill, who was named "Direct Marketer of the Year" for 2009 by the New England Direct Marketing Association (NEDMA), is director of social media at Overdrive Interactive. During the course of his career, his work has been recognized with more than 40 awards, including Gold for his blog, Gold for Best Tweets and Silver for Best Copywriting from NEDMA. Bob likes to keep his fingers on the pulse of the industry in which he earns his livelihood. Not only has he presented many times about social media, copywriting and direct marketing, he has been published or quoted on his areas of expertise in numerous media outlets. He is a Past President of NEDMA and a graduate of Leadership MetroWest's Leadership Academy.
Jamie Pappas Director, Brand Communications & Social Media Akamai Technologies
Jamie Pappas has been in the marketing and communications field for nearly 15 years, with over a decade of experience transforming the way B2B and B2C brands communicate with their target audiences through the use of digital and social media marketing. Jamie is the Director of Brand Communications and Social Media at Akamai Technologies, where she leads the organization's digital activities across their web properties and social media. Prior to Akamai, Jamie held leadership roles at AMP Agency and EMC Corporation, where she led the development and execution of award-winning social media campaigns for global Fortune 500 brands. A regular on the social media and enterprise 2.0 speaking circuit, Jamie has been interviewed and quoted by industry analysts, publications and authors worldwide. She holds a Bachelor's Degree in English Literature and a Masters in Business Administration with a concentration in Leadership. You can connect with her on Twitter at @JamiePappas.
Keith Paul Manager of Digital Strategy, Rocket Software
Keith Paul has worked in digital marketing for over 15 years with experience ranging from higher education to Fortune 500 brands. He is currently at Rocket Software and is responsible for launching Rocket's social media journey and digital brand. Previously at EMC, Keith helped build one of the technology industry's first social enterprises. He has also held various faculty and marketing roles at UMass and MassMutual and helped develop the social media industry's first professional credential with the National Institute for Social Media (NISM). He is a graduate of the University of Massachusetts and blogs at ListenCompletely.com.
Eric Anderson Senior IT Architect IBM Interactive
Eric Andersen is a Senior I/T Architect with IBM Interactive — Cambridge Studio in Cambridge, Massachusetts. Eric has played a lead role in defining architectures and overall technology solutions for a variety of IBM customers across multiple industries, including retail, travel and transportation, financial services, pharmaceutical, and public sector. He is currently the lead architect for IBM's Professional Marketplace, a global workforce management and optimization solution for matching employees to projects and clients. He has deep expertise in Internet technologies, integration architecture, enterprise search, optimization, GIS, and IBM's Smarter Computing initiatives. Eric is highly active on a variety of social media platforms, and is widely recognized for his expertise in leveraging social platforms and tools. Eric has been published in "The Big Book of Social Media: Case Studies, Stories, and Perspectives".
While most marketers today are using social media to engage with their customers and prospects, many are still overwhelmed by this relatively new way of conducting business. For starters, they have to learn how to communicate both efficiently and effectively across Twitter, Facebook, LinkedIn and the rest of the social media ecosystem. But as if that's not challenging enough, they still need to know which tools and technologies will give them the best chance for success. That's what this panel of experienced social media practitioners will address in this discussion. They'll tell you what they use to get the job done right. They'll share the secrets, strategies and shortcuts for getting the biggest possible ROI on your own social media activities.
Integration, Interruption: Why and How Marketers Should Command Control of Marketing Automation & CRM Technology
Jeff Russo, HubSpot
It's a great time to be a marketer. We are finally feeling a positive shift in the work we do, the results we can drive, and the influence we can wield with the help of tools like marketing automation and personalization. But at the same time, many of us are still reliant on dated, disparate, and otherwise discrepant CRM tools & data. In this session, we'll take a look at some of the most common challenges, the most useful solutions, and the most interesting ideas in how you can command results in using your CRM and marketing automation tools together.
Jeff Russo Product Marketing Manager, HubSpot
Heading up product marketing for HubSpot's sales tools division, Jeff Russo spends his days immersed in the world of CRM & sales technology, marketing automation, and pushing toward a world where it all works in harmony together. Jeff is a regular contributor to the HubSpot blog and a frequent speaker on sales and marketing technology. Prior to his current role, Jeff was the chief advocate for HubSpot's marketing database & automation tools.
Targeting Audiences with Direct Response Campaigns on Mobile
Ted McNulty, Jumptap
Learn how direct response marketers are adapting their strategies, growing revenue and beating their competition as their audience moves to mobile. Attendees will hear case studies highlighting best practices for lead generation, click-to-call and mobile commerce, and will learn successful strategies on how to apply direct response techniques in the mobile world.
Ted McNulty Director of Performance Advertising Sales, Jumptap
Ted McNulty is the Director of Performance Advertising Sales at Jumptap. He joined Jumptap in 2010 and built the team that is responsible for growing performance revenue by over 500% in two years. By consistently exceeding CPA goals for major app developers and direct marketers, Jumptap has established itself as a leader in mobile performance advertising. Prior to Jumptap, Ted served as Director of Advertising Sales at NameMedia and led the search advertising team at Lycos.
Past Attendee Organizations:
- 7R Communications
- AAA Southern New England
- Act-On Software, Inc.
- AGL Resources
- Alliance Print Group
- Alternative Law Mediation Results
- American Consumer Credit Counseling
- Amherst Label, Inc.
- Amy Marks Consulting
- Arnold Worldwide
- Astro-Med/QuickLabel, Inc.
- B Direct Marketing Communications
- Babson College
- Bedrock Automation
- Bentley University
- Beth Israel Medical Ctr.
- BKM Marketing
- Bob Scheier Associates
- Boston Interactive
- Boston Security and Alarm
- Boston University
- Bottomline Technologies
- BrandSure, LLC
- Brigham & Women's Hospital
- Cambridge Cooks
- Carpet One Floor & Home
- Carroll School of Management
- Cause & Effect, Inc.
- CCA Global Partners
- Cengage Learning
- CGI Interactive
- Chief Marketer
- Communications Collaborative
- Condon Consultancy
- Confluent Impact Communications
- Conservation Services Group
- Consumer Profiles Inc
- Content Strategies
- Corporate Technologies
- Courier, Inc
- Curry Interactive
- D3 Logic
- Dahlstrom & Company
- Northeastern University
- Data-Mail, Inc.
- DataPoint Media
- DaVinci Direct
- DesignQuest Visual Comms.
- DiCOCCO & CO
- Digital Wavefront
- Direct Channel
- Direct Impact Group
- Direct Marketing News
- Donovan Hatem, LLP
- eBay Enterprise
- EMC Corporation
- Essco Calibration Lab
- Essco Labs
- ExactTarget, a Salesforce.com company
- Experience, Inc.
- Fidelity Investments
- Financial Fusion, Inc.
- Fire Alarm Marketing
- Flag Fables, Inc.
- FM Global
- ForwardJump Marketing
- FreshAddress, Inc.
- Gatso USA
- GC Marketing Services
- Global Partners LP
- GN Netcom, Inc.
- Grand Circle Travel
- Grossman Marketing Group
- Gynzyme Genetics
- Haering Consulting LLC
- Harvard Business Review
- Harvard Business School Publishing
- Harvard Medical School
- Harvest Solutions
- Hello Direct Inc.
- Hideaways International
- Hingham Savings
- Hunt Direct
- IBM Interactive
- IDG Connect
- InMotion Brand Strategies
- Interactive Synergy, LLC
- InterCity Press
- International Mailing Solutions
- ion interactive
- Janis Research Company, LLC
- Japs-Olson Company
- Jeff Laurie & Co.
- Jenzabar, Inc.
- Jet Mail Services
- JHill Design
- Jim Panagas Marketing & Communications
- John Hancock
- John Hancock Insurance
- Johnson & Wales University
- Jones Lang LaSalle
- Kennedy Information
- Knowledge Institute for Small Business Devel.
- Labor Guild
- Lawrance Direct
- Liberty Mutual Insurance
- Lifestyle Lift
- Linkwell Services
- Lois Paul & Partners
- Loyalty Builders
- LPL Financial
- Lungfish Communications
- MA Housing Partnership
- Mac McIntosh Incorporated
- Magnitudee Consulting
- Mannis Home Enhancement
- MannisMacNeil Design
- Marketing Solutions Today
- Martech Creative
- Mass General Hospital
- Massachusetts Dental Society
- Mc|K Healthcare
- McCabe, Duval + Associates
- McCarthy & King Marketing, Inc
- Medicus Healthcare Solutions, LLC
- Melissa Data
- Message Systems, Inc.
- Metropolis Creative
- Mintz Levin
- MK3 Creative
- MKE Enterprises
- Mobinett Interactive
- NEJM Group
- Nelco Products, Inc.
- Net Atlantic, Inc.
- New Dimensions in Technology, Inc.
- Nowspeed, Inc.
- Oceanos, Inc.
- OpFocus, Inc.
- Oracle Marketing Cloud
- Overdrive Interactive
- P+ Consulting
- Page One Web Solutions
- Philips Healthcare
- Philips Lifeline
- Pile and Company
- Pivotal Home Solutions
- PJA Advertising + Marketing
- Pri-Med, LLC
- Primerevenue, Inc.
- Progress Software
- Project Repat
- Quad/Graphics, Inc.
- Astro-Med/QuickLabel Systems, Inc.
- RainCastle Communications
- Redhead Media
- revenue + associates
- Revenue Architects
- Rivkind Associates
- Rocket Farm Studios
- SaaS Marketing Strategy Advisors
- Sales Productivity Architects
- Salesforce Marketing Cloud
- Schneider Electric
- Schneider Electric Legrand NA
- Sha La La La Productions
- Silverpop, an IBM Co.
- Slotkin Communications
- Software AG
- Streamix Consulting
- Structural Graphics
- Suffolk University
- Sullivan Creative
- Superior Packaging
- THARLER DIRECTs
- THD, Inc.
- The Allied Group
- The Boston Consulting Group
- The Christian Science Monitor
- The Connective Good
- The Creative Group
- The Creative Group
- The Dannon Company
- The Devereux Group, Inc.
- The Field Companies Fulfillment Centers
- The Kessler Group
- The Westin Boston Waterfront
- Trillium Software, a Harte-Hanks Company
- UniFirst Corporation
- Up By Seven
- USAlliance Federal Credit Union
- User Interface Engineering
- Vantage Deluxe World Travel
- Video IQ
- VideoLink, Inc.
- Viewpoint Creative
- Virtual DBS, Inc.
- Virtusa Corp.
- Wilde Agency
- Wilgus Marketing
- WSI Corporation
- Zeta Interactive