The Year Ahead in Marketing
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In today’s marketing environment, trends come and go quicker than most brands can react. What is driving this expedited content turnover? 92% of marketers are creating more digital content now than they did two years ago, and 83% expect this number to continue to rise, according to Accenture. In order to succeed in 2023 and beyond, it’s vital for marketers to stay ahead of the trends. So, what can you do to stay ahead and remain relevant?
At this free virtual event, we’ll help you understand what trends are here to stay and what shifts are coming in 2023. You’ll gain the actionable insights, digital tools and strategic best practices you need to make an impact in the new year.
Registration for this virtual conference is FREE!
By attending this event, you can earn continuing education units (CEUs) toward maintaining any AMA Professional Certified Marketer ® credential. Click here to learn more about pursuing certification or claiming credits.
DAY 1 | ALL TIMES IN CT
Opening Keynote | A Conversation with AMA CEO, Bennie F. Johnson
Bennie F. Johnson
Chief Executive Officer, American Marketing Association
AI and the Race for Intelligent Content Creation
Imagine a supercomputer which makes your work machine feel like a penlight aimed into the sun. Imagine that supercomputer reading the entire internet before it goes to bed at night, dreaming about it, then waking up writing sonnets, painting the Mona Lisa and eating chess grandmasters for breakfast. The next night, it does it all over again, getting exponentially better at everything. The next night, it does it all over again …
AI is one of those things where you can get on the bus, or get run over by the bus.
AI will revolutionize everything we do, specifically including the creation of courses and videos. Join Vyond CEO Gary Lipkowitz and get your bus ticket to understanding:
- The basics of machine learning
- CANs (Creative Adversarial Networks), GANs (Generative Adversarial Networks) and the engines of intelligent content creation
- If machines can “think” or “be creative”
We’ll then take the bus home to see practical, relatable examples such as:
- Vyond’s Fall Release, including new features powered by VyondAI
- How one global organization is using Vyond’s intelligent video creation to improve the speed of course creation and relevance of their content
Gary Lipkowitz
CEO, Vyond
Supercharge Your Marketing Campaigns with a Modern CDP on the Data Cloud
The marketing industry is constantly changing with new data and new technologies surfacing every day. Marketers find themselves as critical decision-makers in one of the most dynamic and energetic sectors in technology. One of the hottest topics in the industry is Customer Data Platforms (CDP). Are they critical components of a modern marketing data stack? Are they obsolete? Do marketers need CDPs to thrive? Industry experts are posing such questions looking for clarity on the matter, but the truth is, there is no consensus.
Amid the energy in this topic, Snowflake has developed a strong point of view that can be summarized by one primary principle: Organizations should not operate with a CDP as a separate silo. Instead, they should leverage the Data Cloud as their single source of truth and utilize the right marketing tools to execute segmentation and ultimately run the most impactful campaigns that address their core business goals.
Join Lourenco Mello, Product Marketer at Snowflake, to learn about:
- The importance of operating from a single source of truth for all your data
- Two distinct implementation patterns of modern CDPs that are driving critical value for marketers today
- How marketers use modern CDPs on Snowflake to run powerful use cases and maximize Marketing ROI
Lourenco Mello
Product Manager of Solutions, Snowflake
How to Build a CTV Creative Pipeline That Delivers ROI
With economic uncertainty top of mind, ad performance matters more than ever. And video advertising, especially on CTV, is crucial to weathering the storm and coming out on top. But you need to be smart in your approach, both in the technology you use and the creative pipeline you employ. This combination needs to deliver measurable impact, and enough video assets to keep up with demand.
The rise of CTV has expanded the need for effective advertising creative that captures both sight and sound, and we’re going to show you how to satisfy this crucial need. We’ll discuss how to scale your creative pipeline with innovative video production solutions that offer agility, affordability, and impact—then explain how to maximize returns on your creative investment with tech and tools.
Join Chris Contreras, Chief Customer Officer at MNTN to learn about:
• The changing TV viewing environment that’s creating an even bigger opportunity for video advertising
• Why advertisers need to include video that generates ROI as part of their strategy
• How Connected TV combines TV advertising and performance marketing to help advertisers weather the uncertain economic times
• Non-agency creative solutions to help extend a limited ad budget
Chris Contreras
Chief Customer Officer, MNTN
Rethinking Email Marketing: From Data to Audience to Leads
B2B marketers are no strangers to email marketing. But what if we start rethinking some of our timeworn tactics in the game — for better lead-generation results?
In this session, we’ll venture beyond the status quo and into the latest trends in B2B email marketing. We’ll discuss how marketers today can adapt and take advantage of new data sources, targeting techniques, and B2C-inspired incentives.
Join Mariah West, ViB’s VP of Marketing, who will take you through these 3 tips to rethink email marketing:
- Zero-party data perks — and how to find your own
- How to reach the deal champions with expanded targeting
- The science of the give-to-get approach
Mariah West
VP of Marketing, ViB
DAY 2 | ALL TIMES IN CT
Keynote | How to Thrive in 2023 with a Recession-Proof ABM Strategy
It’s time to prepare your recession-proof tool kit – Account Based Marketing (ABM) is the #1 tool you must have on hand for success in 2023. Take a deep dive with Kevin England as he teaches you how to target your best customer at scale using todays’ cutting edge technology – allowing you to increase engagement, create profit growth and decrease expenses.
Kevin England
Founder and CEO, Vonazon
Putting the “AI” into Email: 10 Expert Predictions to Start 2023 Strong
With the global value of email marketing expected to double by 2027 and consumer privacy laws changing by the day, companies large and small are contemplating the role that email plays in their broader marketing strategies and working hard to stay ahead of the latest digital trends.
What does that mean for you? Tune in on Wednesday, 1/25 at 12:15pm ET to find out!
You’ll hear from Guy Hanson, Validity’s in-house email guru with decades of experience across all regions and industries, as he lays out 10 email marketing predictions for 2023, with key takeaways you can implement today to start the New Year strong.
You will learn about the increasing opportunities to use AI within your emails, how to respond to economic headwinds, the impact of new privacy laws and the use of third-party cookies, and how to strike a balance between “innovation” and “simplicity” within your email program.
Guy Hanson
VP for Customer Engagement (International), Validity
Winning Strategies for Personalization Success in 2023
Gone are the days of providing the same experience to every customer and expecting positive ROI.
Customers are looking for one-to-one engagement with the brands they love. Personalization technology can help marketers achieve this reality.
No matter where you are with your digital personalization journey, we want to empower you to reimagine your strategy. In this session, you will learn:
- How to deliver relevant and personalized experiences to your customers
- How to quickly and easily achieve personalization at scale across multiple channels like web, email, in-app, SMS and more
- Examples of how brands are creating customer-centric experiences and campaigns today that you can learn from
Meagan White
VP of Marketing, North America, MoEngage
Irem Isik
Head of Marketing; Storyly
Supercharging Your CX in the Year Ahead
Attracting interest in a tool or product may be the easy and fun part of building a business, but converting inquiries to purchasers is when it gets hard. So many brands today continue to struggle with acquiring, converting, retaining, and creating loyal customers for life. Yet leading companies across the globe seem to be accomplishing all of that and then some. Want to know how? Join Karen Naves, Tealium’s SVP of Global Demand Generation, for this lively and engaging discussion.
You’ll Learn:
• How to develop a brand’s top personas and ideal customer profiles (ICPs)
• Key strategies to acquire and engage the right customers
• Proven campaigns to retain and delight your audience
• Cross-sell campaigns that’ll wow the socks off of your top accounts!
Karen Naves
SVP of Global Demand Generation, Tealium
2023 Event Predictions: Clearing the Fog with Cvent's Crystal Ball
After two years of uncertainty, events turned a corner in 2022. And while we approach 2023 with optimism, we’re all wondering what curveballs 2023 may have in store. Rising costs, tight budgets, and changing attendee expectations for convenience and value will all shape event programs next year. But one thing is for sure – the power of meetings and events continue to drive our businesses and organizations. Join Cvent for a lively webinar on what trends our event professionals are predicting in 2023 – we’ll talk innovation, technology, and practical insights.
This trends conversation is one of our favorites of the year and we’re thrilled to have a panel of event experts to share their predictions on:
- The growing importance of event ROI amidst rising costs, tight budgets and increasing demands
- Tech stack consolidation
- How planning teams will address staffing shortages
- The expanding role of video and technology and the importance of extended engagement
Paulina Curto
Senior Manager, Meetings & Events, Cvent
Carisa Bartelt
Team Lead, Industry Marketing, Cvent
DAY 3 | ALL TIMES IN CT
Keynote | The Three Trends That Will Make or Break Your (Social Media) Marketing in 2023
After three years of the coronavirus pandemic, and as we potentially enter a recession, marketers are under unprecedented challenges to shift their budgets from paid media to organic while looking for new opportunities to grow. Facing a digital landscape that has undergone a significant transformation making traditional digital marketing less effective, where should marketers invest their precious budgets in 2023?
Digital marketing author and consultant Neal Schaffer will explain how understanding three distinct digital trends will uncover new potential in (social media) marketing that can be leveraged to reach new audiences with new content formats and collaborations that can be done cost-effectively and have massive impact for your entire organization resulting in positive long-term ROI.
Neal Schaffer
Fractional CMO; Author; University Educator
3 Ways to Unclog Your Sales & Marketing Funnel
If potential buyers are entering your sales and marketing funnel but not making it all the way through… well, you know better than anyone that it’s urgent to do something about it.
But the last thing you should do is to jam more leads at the top of the funnel to give your Sales team more opportunities. Because the source of the clog isn’t at the top, it’s somewhere farther down.
Instead, it’s time to get out the plunger and unclog your funnel.
Join Act-On for Three Ways to Unclog Your Sales and Marketing Funnel and discover the small changes you can make to get your funnel flowing again—top to bottom—and boost conversions.
You’ll learn:
- Ways to find the source of your clogged funnel and tips on how to unclog it
- Best practices for lead scoring and lead routing between Marketing and Sales
- Practical, effective sales outreach tactics you can use right now
Casey Munck
VP of Marketing, Act-On
Carol Adkisson
Director of Marketing Operations, Act-On
Cesar Cruz
Former Sales Development Director; Act-On
Improving your Creative Workflows and Strategy in 2023
New year, new you, and new content. Trade in those old workflows and strategies for something fresh in 2023!
There are many ways to breathe new life into those old processes while ensuring they can still accommodate planning, organizing, and managing content effectively with a remote and global workforce. All while enabling your content and creative teams to meet the demand for more content in less time.
And we know how the most successful content and creative teams meet those demands to streamline those workflows and execute content. How? We surveyed more than 640 content and creative professionals in the United States and the United Kingdom to see what’s been working for them as they improve these efficiencies and successfully scale their content. Why? To bring their innovative approaches to you.
Their answers and much more are waiting for you in this webinar. Our experts will go through the survey results and take a deep dive into what the most successful content and creative teams (both big and small!) are doing to improve their content strategies, workflows, and marketing tech stacks. These tips are just what you need to amp up your content programs this year.
Ariana Keil
Growth Marketing Manager; North America, Canto
Bennie F. Johnson
Chief Executive Officer, American Marketing AssociationBennie F. Johnson is the Chief Executive Officer of the American Marketing Association (AMA). AMA is the largest community-based marketing association in the world, trusted by marketing and sales professionals to help them discover industry trends. AMA’s community of local chapters spans more than 70 cities and 320 college campuses throughout North America. AMA is home to award-winning content, PCM® professional certification, five premiere academic journals, and industry-leading live and virtual training events.
He most recently served as the Executive Director of AIGA, the largest professional association for design. AIGA grows the power of design as a professional craft, strategic advantage, business driver, and catalyst for positive impact. While at AIGA, Bennie hosted the acclaimed Design Adjacent podcast and the design leadership fireside chat series from 2020 to 2022.
Currently, he serves on the Board of Overseers for Columbia University’s School of Professional Studies, as a Trustee of the Smithsonian Archives of American Art, and is a former Board Chair of the Smithsonian’s Anacostia Community Museum. Bennie is also a special advisor to the People’s Graphic Design Archive.
Bennie thrives on the connections between marketing, technology, education, and innovation. With experience in strategic and consumer marketing, brand management, and innovation management, he is drawn to opportunities that allow him to lead and create new modes for business engagement. He has broad experience growing brands, businesses, and organizations with a special focus on venture launch and brand relaunch business environments.
Bennie graduated from Yale University with a B.A. and from Columbia University’s School of Professional Studies with a M.S., Strategic Communications.
Kevin England
Founder and CEO, VonazonKevin England is the founder and CEO of Vonazon – an internationally acclaimed digital marketing, advertising & media agency specializing in Elite HubSpot support. Kevin founded his first company, the IT Group, at the young age of 19, which he eventually sold to Gateway Inc. From there, he co-founded Solnovo, a respected premiere partner for Cisco systems and then sold it to ThinQtank in 2014. Amidst the 2008 recession, Kevin founded Vonazon and quickly defied all economic odds by building one of the most successful digital marketing agencies in Southern California. With over three decades of Entrepreneurial success, England’s skill for innovation is a fine-tuned machine. He focuses on value-driven content, helping companies to drive measurable and sustainable growth while taking their business to the next level.
Gary Lipkowitz
CEO, VyondGary Lipkowitz is the CEO for Vyond. Over the past 11 years he has crafted the company’s strategy and guided its growth. Prior to Vyond Gary was the COO for Wego.com, a leading travel search engine serving the Middle East and Southeast Asia. Prior to Wego, Gary worked in feature film development for Mediacorp Raintree Pictures, and as a strategy consultant for Yahoo! Southeast Asia and MTV Asia. Before moving to Asia, Gary was an award-winning corporate television writer/producer in Chicago and Austin. He also wrote, produced, and directed the English-language adaptations of over 20 anime franchises for ADV Films.
Lourenco Mello
Product Manager of Solutions, SnowflakeLourenco Mello is a Product Marketer at Snowflake focused on solutions that help organizations deliver data-driven marketing with the Snowflake Data Cloud. Prior to Snowflake, Lourenco led the Microsoft Azure Infrastructure Field Marketing priorities at a global level and developed and scaled the Azure messaging and GTM for the Manufacturing industry. Lourenco holds an MBA from UCLA Anderson and a Bachelors degree from the University of Wisconsin – Madison.
Guy Hanson
VP for Customer Engagement (International), ValidityGuy is a passionate advocate for intelligent use of customer data to drive responsive sales and marketing programs. With a knowledge base spanning twenty years, he is globally recognised as an email & data expert and thought leader.
Over the past decade Guy led Return Path’s global consulting team and worked with world-famous clients across 6 continents to improve their email delivery, subscriber engagement and revenue.
Now Validity’s VP for Customer Engagement (International), he continues to explore his passion for email and data and share it with his clients to maximise their program value. He’s a strong believer in giving back to his community, speaking at flagship events, providing training, and producing fresh and insightful thought leadership
Outside of work, Guy has had long-term involvement with the DMA, currently sitting on the email council and involved with key pieces of research. He is a regular contributor to the industry press, and a 3-time finalist as data storyteller of the year!
Meagan White
VP of Marketing, North America, MoEngageMeagan White leads the North America marketing and sales development team at MoEngage. She has more than a decade of marketing leadership experience within the martech, customer experience, and content management sectors, managing marketing strategies in various functions including demand generation, digital marketing, product marketing and communications. She holds a master’s degree from Boston University.
Paulina Curto
Senior Manager, Meetings & Events, CventPaulina has extensive experience planning and managing events and conferences. From high-touch luxury meetings and VIP incentive programs, to large-scale conferences and trade shows, she is an expert in designing and producing transformative and engaging experiences. With a background in marketing, she understands that a memorable event experience means increased customer engagement and brand loyalty.
By leveraging this marketing mindset and incorporating the latest industry trends and technology to her role, she’s helped connect thousands of people around the world and bring their ideas to life through powerful virtual, in-person and hybrid events.
Neal Schaffer
Fractional CMO; Author; University EducatorNeal Schaffer is a leader in helping companies grow their businesses through leveraging the latest best practices and trends in digital, content, influencer, and social media marketing. Founder of the digital marketing consultancy PDCA Social, Neal currently serves as a Fractional CMO for several leading organizations. Neal is also an experienced university educator teaching influencer marketing at UCLA Extension and social media marketing at Rutgers Business School. He is also the author of 4 marketing books, including Maximize Your Social (Wiley) and his newest work The Age of Influence (HarperCollins Leadership), a ground-breaking book redefining digital influence. Check out Neal’s blog, one of the most popular digital marketing blogs garnering millions of annual page views, at nealschaffer.com and listen to his Your Digital Marketing Coach podcast for weekly marketing inspiration.
Chris Contreras
Chief Customer Officer, MNTNChris leads our Customer Success efforts at MNTN. Chris is also an advocate for DE&I and thrives on facilitating a work environment that is inclusive and diverse in skillset, experiences, and perspectives. Chris comes to MNTN with over 13 years of AdTech and MarTech experience spanning Sales Ops, Rev Ops, Strategy, and CS Leadership roles. He has recently successfully led the transformation of high-performing CS teams at AdRoll, Shutterstock, and Operative.
He is active in the industry as a thought leadership and mentor. He’s been named a top 100 Customer Success Strategist by SuccessHacker for three consecutive years, and has featured on podcasts and keynotes for publications including Ad Age, Adweek, and more. He is a mentor and member of Success in Black, and a guest lecturer for the Cornell MBA marketing program.
Carisa Bartelt
Team Lead, Industry Marketing, CventCarisa Bartelt, is a leader on Cvent’s product marketing team. She is a dynamic and passionate marketer who values storytelling, brand building, and improving the customer experience. One of her driving passions is to bring balance to creativity and strategy to marketing, making everything purposeful, but still genuine. Carisa specializes in event marketing and demand gen tactics that drive business growth, brand affinity, and customer advocacy. In her free time, she loves any type of research, getting lost in a book and a really good pun.
Karen Naves
SVP of Global Demand Generation, TealiumKaren Naves is the SVP of Global Demand Generation at Tealium. She is a seasoned marketing executive with extensive experience developing and executing strategic, global integrated marketing programs for increased demand generation. Prior to Tealium, she held leadership roles at BlueJeans, Pentaho, CA and Sungard (FIS).
Irem Isik
Head of Marketing; StorylyAs a former brand manager leading brands like Algida (Wall’s) and Lipton at Unilever and Nescafé at Nestlé for approximately 6 years, Irem Isik is always excited about new tech that can service next-gen brand building. She works now expertly telling the story of Storyly and its immense capabilities for user engagement as the company’s Head of Marketing. She holds an undergraduate degree from Middle East Technical University, Turkey in Business Administration and a MSc degree at Warwick Business School, UK in Marketing & Strategy.
Casey Munck
VP of Marketing, Act-On
Carol Adkisson
Director of Marketing Operations, Act-OnCarol Adkisson is a marketing leader with over 20 years of experience across SaaS technology companies and the financial services industry. She currently serves as Director of Marketing Operations for Act-On Software, marketing automation software for the full customer lifecycle. With a passion for process and analytics, Carol focuses her expertise on helping marketers increase efficiency through data-driven insights. Prior to joining Act-On, Carol lead marketing teams at Advantis Credit Union, Jama Software, and WebMD Health Services. Carol has a Bachelor of Arts in Journalism from the University of Oregon and an MBA from Concordia University.
Cesar Cruz
Former Sales Development Director; Act-OnCesar Cruz is a digital marketing and sales adaptation expert with ten years of experience specializing in B2B tech. He is the founder of Sales Development Group, which primarily focuses on modern-day pipeline-generating activities for lean organizations ready to scale without burning budgets or their brand. He is a graduate of California State University, Fullerton.
Ariana Keil
Growth Marketing Manager; North America, CantoAriana Keil is Growth Marketing Manager, North America for Canto, a global digital asset management platform that helps marketers collect, organize, and share their digital content. Ariana has a background in both B2B sales and marketing, which gives her an appreciation for GTM strategies that holistically target the entire buyer’s journey, and a passion for sales and marketing department collaboration. She is passionate about harnessing the power of content to drive revenue.
Mariah West
VP of Marketing, ViBMariah West is VP of Marketing at ViB, a demand generation agency specializing in driving demand for high-tech B2B companies. Previous to ViB, Mariah has held various marketing leadership roles over the last 15 years including Head of Marketing Strategy for cyber security leader Imperva, VP of Marketing for jSonar (acquired by Imperva), and Director of Global Marketing Programs for BCDR leader Zerto (Acquired by HPE). Connect with Mariah on LinkedIn.
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On-Demand Content FAQ’s
Will conference presentations be available on-demand?
All conference material, including presentations, will be available on-demand in the 2022 AMA Virtual Conference: The Year Ahead in Marketing Attendee Hub within 24 hours, if not sooner.
How long will I have access to the 2022 AMA Virtual Conference: The Year Ahead Attendee Hub?
The Attend Hub will remain open and available for on-demand viewing for the next 6 months.
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