Virtual Conference: The New Digital Landscape

Opening Keynote: New and Not New: Anticipating the Post-Pandemic Future

While the disruption of the coronavirus pandemic has been profound, not everything will be different. An important skill in marketing is the ability to fashion a reliable framework for future decision-making from the lessons learned through past experience. This is particularly true of major disruptions, which always feel like nothing will ever be the same. But as past disruptions have shown, many things will cycle back to where they were before. In this presentation, Kantar Chief Knowledge Officer J. Walker Smith will outline a framework built from prior disruptions for anticipating what will change and what will stay the same, as well as point to some things to expect in the post-pandemic marketplace.

American Marketing Association CEO, Russ Klein, will provide an introduction to this keynote session.

J. Walker Smith

Chief Knowledge Officer, Kantar

Russ Klein

CEO, American Marketing Association

Digital Evolution: Take Your Virtual Events to the Next Level

By now, event professionals are acutely aware of the need to pivot. You’ve canceled contracts, shifted your strategy, and executed a virtual event (or two).  But now that we’ve settled into the new normal, how can we ensure we don’t get stuck in a virtual event rut with overused content and are planning appropriately?  In this session, we’ll share the lessons we’ve learned in pivoting our strategy, and how we’ve leveraging key learnings to continuously evolve. We’ll also share how these lessons are shaping our view of the events landscape for the rest of 2020 and beyond.

Shannon Jasper

Field Marketing Manager, Adobe Experience Cloud

Shannon Taschereau

Senior Field Marketing Strategist, Adobe Experience Cloud

How the Cookie 'Crumbled': Preparing You for a Time Without Cookies

The loss of third-party cookies is rewriting the rules of digital marketing. Companies will have to rethink everything from ad spend and attribution to consumer privacy and measuring ROI. But not to worry – there are key ways to prepare for third-party cookie loss and it starts with first-party data.

Join our VP of Global Solutions Consulting, Chris Slovak, to discover how switching to a first-party data strategy now will help you not only prepare for the loss of third-party cookies but also deliver more meaningful customer experiences.

You’ll learn:

• How crumbling third-party cookies will affect your organization
• How brands can equip their internal teams to manage the upcoming change
• Tools that enable brands to become browser independent
• Tips to understand how to best collect, store and use your data

Chris Slovak

VP of Global Solutions Consulting

Customer Experience in CRM: From Laggards to Leaders

We live in a data-driven economy and users demand immediate results to complex questions they pose to the systems they use each day. While traditional CRM and other customer experience management systems are on the cusp of AI and predictive analytics innovations, we know those tools are only as good as the data used to drive results. With 45% of digitally-driven leaders state that customer data and intelligence platforms along with data enrichment will have the highest investments over the next 12 months, businesses must not fall behind and become digitally-delayed.

Sheryl Kingstone, of 451 Research, now a part of S&P Global Market Intelligence, and Emily Jasper, Lead CRM Solutions, S&P Global Market Intelligence, will help us answer the question: “How do we think about the future with the data we have today?”

In this session, we will cover:

• Data challenges for CRM administrators and users in the current landscape
• A shift towards a Customer Intelligence Platform (CIP) and its role in digital transformation
• How to enable the business for CIP with focused spending and sales technologies

Join us for a discussion on how to prepare your organization’s CRM for future possibilities by enriching data, leveraging what you have today and creating a Customer Intelligence vision for the future.

Sheryl Kingstone

Research Vice President for Customer Experience, 451 Research

Emily Jasper

Lead CRM Solutions, S&P Global Market Intelligence

Opening Keynote: Digital Body Language: How to Build Trust and Connection, No Matter the Distance

During this unprecedented time of change and uncertainty, we are digitally collaborating faster and more often than ever before. We feel like we’re connected to our teams and customers – but are we really? In this interactive program, collaboration expert Erica Dhawan teaches you the art and science of Digital Body Language, the key to productivity, marketing, and business results in the 21st-century marketplace. This session will help you replace the loss of traditional face to face engagement and master how you market, sell and engage to foster the highest performing teams and customer or client relationships.

• Understand your collaboration style and what digital body language signals you are broadcasting (even if you don’t intend to!) in email, phone, IM, text, video mediums and even live meetings in the new normal
• Keep sales, marketing, and service teams working together, accountable and motivated during uncertainty
• Discover specific ways to grow buyer urgency and build client trust using Digital Body Language, with the goal of driving loyalty, referrals, and revenue.

Erica Dhawan

Founder & CEO, Cotential

Scaling Content: Empower Your Sales Team to Create Delightful Content Experiences

Content can be a powerful tool for your sales team. Yet, many marketing teams struggle with content adoption. Sales either doesn’t use the content provided, creates their own off-brand materials or attempts to use outdated, irrelevant content that hurts the business. In this session, we’ll dive into why content is more important than ever, how to improve content adoption and how to maintain brand consistency while enabling the sales team to personalize content to potential customers.

Key Takeaways:

• How to audit the current content experience and communicate the opportunity cost of not improving the content process
• How to better use templates to enable content personalization
• How to make it easy for sales reps to find and customize the content they need when they need it

Christina Sanders

Inbound Marketing Manager, Lucidpress

Move at the Speed of Digital: Optimize Your MarTech Stack for Today’s New Normal

As corporate priorities shift to respond to our ever-changing environment, marketing teams are being asked to respond – and quickly. Digital marketers must continue to execute campaigns, iterate quickly, and scale. But creative bottlenecks, lengthy review and approval cycles, and managing tasks across different teams can slow you down and put campaign performance at risk. The need to perform at 100% while working remotely has put a spotlight on how a technology stack can help or hinder a team’s productivity and output. If you’re feeling technology woes, you’re not alone.

During this 30 minute session, we’ll show you how to:

•  Shore up existing bottlenecks & technology gaps within your organization
• Pinpoint technologies that optimize remote efficiency
• Implement new solutions without halting or hindering operations

Bar Yakir

Business Development Specialist, Wrike

Fraser Charles

Director of Strategic Partnership, MediaValet

The Brand Apocalypse and How to Survive It

• Gain a perspective on why some brands thrive where others fail
• Gain insights into macro trends for building and maintaining brand relevance
• Identify how an article published 50+ years back might hold the key to brand relevance today

Vijayanta Gupta

Global Vice President, Product and Industry Marketing, Sitecore

Opening Keynote: 4 Under 40 Panel

The nation is changing. And so is the marketing industry. Join us for an informative panel with the AMA Foundation 2020 4 Under 40 Emerging Leaders, as they share their perspective on leadership, growing in times of change, the future of marketing, and how their award-winning work can be applied to any organization.

Shay Berman, Founder & President, Digital Resource
Nick Graham, Vice President, Insights and Analytics, PepsiCo Beverages North America
Tifair Hamed, VP of Marketing & Strategic Partnerships, AGB Innovative Security Solutions
Megan Lau, Director of Research, Microsoft

Shay Berman

Founder & President, Digital Resource

Nick Graham

Vice President, Insights and Analytics, PepsiCo Beverages North America

Tifair Hamed

VP of Marketing & Strategic Partnerships, AGB Innovative Security Solutions

Megan Lau

Director of Research, Microsoft 

How to Use Analytics to Drive Growth Again

The margin for error for marketers right now is razor-thin. All marketing investments are being carefully considered, yet marketers have the same growth targets to hit.

And that’s where marketing analytics comes in. It can give you the insight you need to align a marketing strategy to your bottom-line business goals and drive growth again.

In this high-energy session with Matt Hertig, you’ll learn how to:

• Assess your ability to produce actionable, relevant insights based on the 4 Levels of Marketing Analytics Maturity
• Overcome the single biggest challenge to using analytics effectively
• Develop an analytics game plan that’s right for you — using the most important strategy for marketers right now

Matt Hertig

CEO & Co-Founder, Alight Analytics

Closing Keynote: Lessons Learned from AnswerLab’s Journey to Inclusivity in Research

Creating inclusive experiences is not a checkbox on the path of your campaign or product launch. It’s a fundamental change to systems, processes and culture.

AnswerLab set out to make the UX research services they provide to brands more inclusive two years ago. They’ve learned from their successes and stumbles along the way.

Join this talk for inspiration and practical ideas for taking the next step in your own inclusivity journey.

Amy Buckner Chowdhry

Founder & CEO, AnswerLab

*Bonus Session* The Event Opportunity: Improving Lead Performance and Conversion

Designed for operationally and revenue minded marketers, this session explores how to programmatically capture event activity, create actionable engagement scores, and integrate these insights for better funnel performance.

Your in-person, virtual and hybrid events generate thousands of valuable touchpoints, giving you powerful insight into attendee interests and preferences. Every appointment held booth visited, session attended or survey completed paints a clearer picture of your customers and prospects. Systematically capturing this event activity data and combining it with your existing customer and prospect profiles, allows you to build smarter follow up plans, accelerating your leads through the funnel faster.

Myllisa Patterson

Senior Director of Demand Generation, Cvent