Opening Keynote | Authentic: The Truth Sells

Trust is the lifeblood of sustainable (and profitable) customer relationships. Unfortunately, today’s age of bias and misinformation has created a trust problem for marketers. People no longer know where (or whom) to turn to for reliable information, and it is getting worse.
The 2023 Edelman Trust Barometer found that trust in U.S. for businesses was at 55%. The 2023 PwC U.S. Trust Survey found that 84% of business leaders think customers highly trust their companies when only about 27% of consumers do. That’s a 57-point gap!
Why is this important? Trust is a powerful motivator for consumer behavior. Do what you say. Say what you do. Only then will your customers truly trust you.

Takeaways:

1. An understanding of why trust is essential in building killer brands
2. An actionable framework to develop credibility with their audiences and accelerate revenue
3. Tangible examples of successful implementation of frameworks

Christine Alemany

CMO, i2c Inc. Board Member, Co-President of Women’s Circle, Columbia Business School

Behind the Scenes: How We Built a Webinar Using ChatGPT

In this webinar, Brooke Gracey will spill the beans on how the team at Cvent used ChatGPT to create a webinar that was so good, it had people lining up to attend (virtually, of course). She’ll share all the juicy details on how we crafted a killer title, created engaging content, and promoted our webinar to the right audience. She’ll also discuss key metrics we tracked, and how we are using those insights to optimize webinar performance. Additionally, she’s got some hilarious stories about our own webinar fails that you won’t want to miss.

So, whether you’re a webinar pro or a newbie, register for this webinar to get answers to questions like:

• How can AI be used to ideate topics, build the abstract, and write the content outline and script?
• What are some ways that AI can be used to help promote a webinar?
• Can audiences distinguish between AI and human input?
• Does using AI actually save time or does it add to the workload?

Be sure to bring all of your burning questions with you, we’ll have time at the end to answer them!

Brooke Gracey

Marketing Director, Cvent

Navigating the Road to Personalization: Top 5 Keys to Success

Everyone understands the power of personalization and the upside of creating that 1 to 1 connection with your customers online. But the path to get there can have its obstacles. Do I have the right tools? Where does this content come from? What channels do I focus on? How do I navigate our data privacy requirements? Join Sitecore as we explore the top 5 keys to success for marketers looking to create more impactful digital experiences through personalization.

Adeline Ashley

Director of Customer Engagement, Sitecore

Revolutionizing Marketing - Harnessing the Power of AI

In today’s dynamic business landscape, AI has emerged as a game-changing force, offering marketers unparalleled opportunities to enhance customer engagement, optimize campaigns, and drive meaningful growth. Join us as Isabelle Guis, CMO of Brevo, uncovers the true value of AI in marketing and the key factors for successful AI adoption. Move beyond the buzz to discover smarter content creation, advanced segmentation, and automation.

Isabelle Guis

Global CMO & CEO North America, Brevo

Enhancing Content Writing with AI: Opportunities and Challenges

Looking to explore the potential of AI-generated content? Join Zack Kadish at Conductor to learn about the benefits of using AI in content creation, best practices for integrating AI into your content marketing strategy, and how to create high-quality content with AI. This session is a must-attend for marketers who want to stay ahead of the competition and improve their SEO through AI-generated content.

Zack Kadish

SEO Success Manager, Conductor

Keynote: Triggering the Unconscious Mind for Unthinkable ROI

More than 90% of our thoughts and actions are governed by our unconscious mind. So if you’re marketing to conscious mind triggers like convenience, quality and price you’re wasting 90% of your budget! For the past 20 years, Jeanette McMurtry has been growing sales and customer value for brands across industries by building marketing campaigns on ESPs – emotional selling propositions. In this session, she will show you how psychology-based marketing can substantially improve engagement rates and sales for email, digital and SEO campaigns, and help you achieve customer lifetime value and referrals. You’ll learn how to trigger the right hormones, like dopamine, oxytocin, even cortisol to create brand experiences that take competitors out of the equation, and help you grow lead generation, customer value, ROI to “unthinkable” levels.

You’ll leave this session understanding the psychological power of:

• Words
• Colors
• Incentives
• Mindset DNA
• Much more…

Jeanette McMurtry

Strategy and Execution for B2B and B2C Brands Author, Keynote Presenter, Instructor Principal, e4marketing "

Unleashing The Power of Organic Search: How to Supercharge Your SEO in 2023 and Beyond

We are entering a new era of SEO whether EEAT, SGE, AI, (or any other acronym you can think of!) The times are changing, yet for as much as things change, there are some constants that remain. Join Michael Johnson CEO of Resolve SEO as he breaks down the keys to an effective SEO Strategy in 2023 and beyond. You can expect to learn:

• The pillars of SEO rankings
• How to do effective keyword research
• How to create content for your audience
• How to earn quality backlinks through outreach & PR.
• How to create an SEO strategy that can drive thousands of additional visitors to your site each month

At the end of the presentation we’ll be workshopping audience member’s sites live and providing actionable advice that you can use right away to start growing your audience in organic search!

Michael Johnson

CEO, Resolve

Marketing in a Downturn: Practical Strategies for a Powerful CX

In today’s financial climate, marketers and consumers are expected to do more with less. That said, it’s crucial that your campaigns aren’t tone deaf and that you’re not only getting the most value for your marketing spend, but you’re also providing the most value to your customers.
So how do we do that? Tune in to this insightful session with Tealium’s CMO, Heidi Bullock, to learn how to more effectively allocate your marketing spend and show your customers that you genuinely care.

You’ll also learn critical strategies like:

• How to reduce marketing spend with a first-party data strategy
• Ways to add more value to the customer journey without increasing costs
• Tips for expressing authenticity and better aligning business values with marketing messaging
  

Heidi Bullock

CMO, Tealium

Attribution is Dead: Marketing Impact Modeling is the Rebirth of ROI

In an era where every marketing dollar counts and actionable insights are gold, are you confident you’re harnessing the most advanced tools for optimal ROI? Traditional attribution models are fading in relevance, and a revolution is on the horizon. Enter Marketing Impact Modeling™️ (MIM) — the sophisticated, AI-driven approach set to redefine how marketing executives make decisions.

Objectives:

Redefining Measurement: Explore the shifting landscape from outdated attribution models to the latest in marketing intelligence.

Attribution’s Achilles Heel: Dive deep into the pitfalls of conventional models, revealing their misalignment with today’s multifaceted marketing dynamics.

Unleashing MIM’s Potential: Experience the transformative capabilities of AI-powered MIM, see how it has reallocated over $100 million in wasted ad spend while increasing sales by 40% with real-time, accurate media mix recommendations. Marketing Impact Modeling™️ unites online, offline and sales data to deliver intelligent forecasting ready in 24 hours from data connection to service both in-campaign and future planning recommendations.

Matt Hertig

CEO, ChannelMix