Marketing Technology Summit

Presenting Sponsors

Demandbase Overdrive Interactive

Schedule & Speakers:

8:15 AM FOREWORD - REGISTRATION - COFFEE - EXHIBITS

8:45 AM – 9:00 AM Welcome

9:00 AM – 9:50 AM Keynote Address

John Landry

“Artificial Intelligence and Machine Learning - This Time It’s for Real… and It Will Change Everything!”

John Landry, Managing Director, Lead Dog Ventures

 

For nearly 20 years Artificial Intelligence floundered as a technology that never delivered results. That era is over! Aided by stunning advances in hardware performance and cloud computing, the AI software concepts conceived in the 80’s and enhanced over the last five years are starting a revolution in “machine learning” (ML), enabling computers to perform “human-like” tasks (image and speech recognition, language translation, text understanding, etc.) at speeds and accuracy only dreamed of a few years ago. Long-time tech visionary and serial tech executive John Landry will provide a lively discussion on what ML is, why it’s important and what might happen when machines exceed humans in intelligence (aka “super-intelligence”).

John Landry

John Landry, Managing Director, Lead Dog Ventures

John Landry continues a 40+ year career in tech where he’s been an Angel Investor in 80+ companies, the Senior Tech Exec/CTO of 12 (ex: Lotus, Cullinet, IBM), a Co-Founder of 5 and a Board Director of 45.

10:00 AM – 10:45 AM General Session

Scott Brinker

5 Disruptions to Marketing In 2018

Scott Brinker, VP Platform Ecosystem at HubSpot; Editor at chiefmartec.com

 

The marketing world is in the middle of five major disruptions that are reshaping the profession of marketing as we know it. These trends are dramatically altering the digital landscape in which businesses operate, changing how brands function internally as well as how they engage with their customers. You’ll learn what's happening now, what’s ahead, and how you can leverage these disruptions for a successful 2018.

Scott will cover:

  • Digital transformation and marketing's role in leading that charge
  • How to manage a growing "marketing stack" of multiple technologies
  • The risks and opportunities of "walled gardens" in digital marketing
  • New digital marketing touchpoints such as chatbots and voice-interface systems
  • The real-world view of what's happening with AI in marketing
Scott Brinker

Scott Brinker, VP Platform Ecosystem at HubSpot; Editor at chiefmartec.com

Scott Brinker writes the Chief Marketing Technologist blog, chiefmartec.com, where he has tracked the rise of marketing technology — and the profession of marketing technologists — for 10 years. He is the program chair of the MarTech conference and author of the book Hacking Marketing. Scott also serves as the VP platform ecosystem at HubSpot, helping to grow and nurture the company's community of technology partners. Previously, he was the co-founder and CTO of ion interactive, a pioneer of interactive content marketing software to many of the world's leading brands. Scott has had articles published in Advertising Age, Adweek, Harvard Business Review, and TechCrunch. He holds degrees in computer science from Columbia University and Harvard University and an MBA from MIT.

10:45 AM – 11:00 AM Refreshment Break with the Exhibitors

11:00 AM – 11:45 AM General Session

Nancy Harhut

The Brain Science Behind Emails that Persuade

Nancy Harhut, Chief Creative Officer, Nancy Harhut and Associates

 

Science has proven that up to 95% of decision-making takes place in the subconscious mind. Which means you need to know the triggers that prompt the actions you want your target to take – the scientific secrets that get people to open, read and respond to your emails. Discover the proven principles of psychology that lead to greater email response. And see your numbers soar.

Summary of learning objectives:

  • How to write a subject line that’s impossible to ignore
  • Two ways to position your product or service for fast response
  • Why “negative” can deliver more positive results
  • How Availability Bias turns doubters into buyers
  • What to say that instantly makes you look better than your competition
Nancy Harhut

Nancy Harhut, Chief Creative Officer, Nancy Harhut and Associates

Nancy Harhut is passionate about the impact behavioral science can have on marketing. A Hatch Top 100 Creative Influencer, Online Marketing Institute Top 40 Digital Strategist, and Social Top 50 Email Marketing Leader, she has creative directed integrated campaigns for some of the world’s biggest brands. She and her teams have won over 175 awards for digital and direct marketing effectiveness. The Chief Creative Officer of HBT Marketing, Harhut is known for her interesting and actionable insights that focus on the application of behavioral science to marketing. A top-ranked speaker, she's wowed audiences from the US Department of Defense to Moscow marketers to SXSW attendees. Companies seeking an added advantage tap her for campaign development, consulting and content creation. Follow her on twitter at @nharhut

11:50 AM – 12:35 AM General Session

Harry J.Gold

Become a Marketing Engineer

Harry J. Gold, Founder & CEO, Overdrive Interactive

 

Today, in order to be a great marketer, one must truly become a Marketing Engineer. Now does that mean you have to understand source code and programming to be successful – of course not. However, it does mean that you have to be conversant in the technologies that we marketers use every day. You need to understand how all the best practices and platforms we use come together to create a marketing infrastructure, customer journey and sales funnel. In this session you will learn to:

  • Plot out a customer journey and its marketing tech stack components
  • Visualize your marketing infrastructure
  • Strike emotional chords so prospects pay attention
  • Focus creative on conversion and engagement so prospects take action
  • React to prospects behavior and data with marketing automation and personalization
  • Measure what works and doesn’t work
  • How to become a Marketing Engineer!

Come ready to learn, ask questions and truly evolve how you approach digital marketing!

Harry J.Gold

Harry J. Gold, Founder & CEO, Overdrive Interactive

Harry Gold is the Founder and CEO of Overdrive Interactive, an award winning digital marketing firm in Boston, that has served top companies such as Harley-Davidson, GE, IBM, Dow Jones, John Hancock, AXA, Principal Financial, AAA, AIG, Dell/EMC, Bazooka Candy Brands, Samsonite, Cold-EEZE, Partners Healthcare and the Rockettes. Harry’s primary mission is to create innovative online marketing programs and to share the strategies and tactics behind those programs with both Overdrive’s clients and the world. Harry was also was voted Direct Marketer of the Year by the New England Direct Marketing Association.

12:35 PM – 1:15 PM LUNCH - EXHIBITS - NETWORKING

1:15 PM – 2:00 PM General Session

Christine Farrier

ABM and AI – How Artificial Intelligence Can Enhance your ABM Strategy

Christine Farrier Sr. Manager, Field Marketing, DEMANDBASE

 

For years, marketers have been promised that technology was going to make our marketing better, more relevant, more timely. But it has failed to deliver on that promise. Instead, we’ve used technology to litter the internet with billions of meaningless ads, fill spam folders with millions of junk emails, and forced visitors to navigate drop down menus with hundreds of navigation choices. But the combination of AI and ABM is set to change this.

Find out how companies are using this powerful combination to deliver more meaningful and contextualized content that can really deliver relevance at scale.

This session will help you to:

  • Understand how this is going to change the game for B2B marketers
  • Anticipate and accelerate the buying process
  • Integrate AI into your ABM strategy for maximum scale & efficiency
  • Visualize real-life applications via the Demandbase platform
Christine Farrier

Christine Farrier, Sr. Manager, Field Marketing, DEMANDBASE

Christine Farrier is a Senior Manager of Field Marketing at Demandbase, responsible for the East Coast Territory. In this role, she brings together over a dozen years of marketing, communications and entrepreneurial expertise primarily focused in the investment banking industry. Prior to joining Demandbase, Christine held marketing leadership roles with Markit and Imagine Software and successfully exited from her arts and technology startup.

2:10 PM – 3:00 PM General Session

Dennis Kelly

"The Multi-channel Marketing Stack - New Tech That Makes Direct Mail A Digital Channel"

Dennis Kelly, CEO, Postalytics

 

Direct mail has a long and proven record as a high performing marketing channel, but is viewed as an offline channel, without any real integration with the core CRM and Marketing Automation systems that lie at the heart of modern marketing.

Now, a new wave of technology advances are changing everything. Direct mail automation software is transforming direct mail from a disconnected, offline marketing effort into connected, modern and streamlined digital channel.

Direct mail isn't going anywhere, but it is changing - and you will need to change with it in order to leverage the channel effectively.

Discover how direct mail automation:

  • fits into the modern market stack
  • used production processes that are now entirely digital
  • changes the way that marketers use direct mail

Lastly, you’ll learn how to efficiently create an effective direct mail program right from within your current marketing automation that both engages and provides value to your audience in a way that is most authentic to your business.

Dennis Kelly

Dennis Kelly, CEO, Postalytics

Dennis is CEO at Postalytics, a local software startup that helps direct marketers, agencies and print service providers develop highly effective multi-channel campaigns. He’s been founding, managing and financing Boston area tech firms for over 25 years that have focused on both B2B and B2C audiences. Dennis is a regular presenter at New England and national marketing conferences as well as Postalytics’ webinar series.

3:10 PM – 4:00 PM General Session

Chris Requena

5 Digital Marketing Analytics Trends to Prepare for in 2018

Chris Requena, VP of Business Development, Mobinett Interactive

 

As online activity continues to grow and more products and tools are used to capture data from and about consumers, marketers and machines have more data than ever to evaluate and act upon to reach their goals. Google alone now sees about 5 Billion searches per day, or 2 Trillion per year! Our planet has 2.5 Billion smartphone users and 8 Billion connected devices. By 2020, experts expect we’ll have 6 Billion smartphones and at least 20 Billion connected devices. How can you effectively leverage this data to stay competitive? Come learn about these trends:

  • Analytics for the new customer’s decision journey
  • The evolution of Attribution models
  • Moving from Predictive Analytics to Prescriptive Analytics
  • Artificial Intelligence & Machine Learning
  • Realtime Personalization & Fast Data
Chris Requena

Chris Requena, VP of Business Development, Mobinett Interactive

Chris Requena is an app/software innovator, business grower, community builder and people connector. Chris has 20 years of experience in leading software, web and app development projects for businesses of all types, sizes and stages. At Mobinett Interactive, Chris co-founded hubEngage, a platform for employee communication and engagement. Chris also co-founded and leads Boston New Technology, one of the top tech and startup meetup groups in the world. BNT helps startups get significant publicity and free support from the community. Chris is also working on a new SaaS product to help companies share and distribute their content.

4:10 PM – 5:00 PM General Session

Jeff Selig

Live Google Analytics Tour – Getting to Know Your Metrics

Jeff Selig, VP of Earned Media and Analytics, Overdrive Interactive

 

Most marketers rely on metrics from Google Analytics to report on the success of their marketing programs. However, many marketers don’t really know their way around Google Analytics and rarely login on a regular basis to see their own data. This session is designed to change that. In this workshop, Jeff Selig will give you an actual tour of a live instance of Google Analytics.

In this live tour, you will see how to:

  • Plot out a Google Analytics audit and management model to ensure GA is set up and maintained properly
  • Report on your major site stats, such as traffic origins, content performance, and conversions
  • Utilize advanced features, like custom dashboards, AdWords integration, search console and tag manager
  • Yield actionable insights that improve marketing performance and ROI
Jeff Selig

Jeff Selig, VP of Earned Media and Analytics, Overdrive Interactive

In his daily life, Jeff oversees enterprise SEO, Social Media Marketing and Google Analytics management programs for Overdrive clients that have included Dell, Akamai, AIG, Brigham and Women’s Hospital, John Hancock, Nuance and other ROI driven organizations. When he is not applying tried and tested digital marketing programs to Overdrive clients, Jeff is exploring the ever-expanding world of Artificial Intelligence to create personalized and relevant customer experiences that drive success and push the envelope on what is possible.

Sponsors & Exhibitors

It's Your Call 6 Engines HR Associates
CapeAnn Development DMM DMM DMM

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