Exchange ideas, gain new perspectives, and build relationships in these workshops with a laser focus on state-of- the-art marketing. Choose one of the following:

WS1. B2B Marketing: Best Practices in Revenue Performance

WORKSHOP LEADER:

Greg Ott, Chief Marketing Officer, Demandbase

If a tree falls in the woods and no one is there to observe it – does it make a sound? Similarly, if a demand generation initiative attracts lots of anecdotal interest but with no real way to measure its effects – does it actually generate revenue? In this intensive workshop, you will learn how to benchmark your organization’s maturity in demand generation, share strategies for accelerating prospects through the funnel, understand how to better use data to improve customer engagement, and review case studies on customer communication strategies that are impactful and measurable.

Key Take-Aways:

• Understanding the fundamental change in buyer behavior over the last decade

• A framework for assessing maturity in demand generation to find out where your organization sits today

• Plot your marketing innovation strategies that will increase Marketing’s impact within your organization and accelerate your growth

About Your Workshop Leader:

Greg Ott is a veteran marketing executive who has a passion for leadership and marketing innovation. As CMO for Demandbase, he is responsible for fueling company growth through marketing, product development, and services.  Prior to Demandbase, Greg held executive roles in both large corporations and startups, and in both B2B and B2C sectors, including Classmates.com, Ask.com, Realnames, and Procter & Gamble. Greg earned his B.S. in Engineering from Stanford University. 

WS2. Deepening Customer Insights and Relationships with Social
         Media and Social CRM

WORKSHOP LEADER:

Barry Dalton, General Manager and Senior Vice President,
Multi-Channel Customer Engagement, Telerx

Your customers have been liberated. The genie is out of the bottle. Social media has given consumers the platform to voice their desires, wants, concerns, elation and anger. In response - and in an attempt to engage that elusive social customer - leading companies and brands are developing new CRM strategies.  Which elements of your existing CRM strategy do you keep… which do you scrap? How do your customers want to engage with you… how do you know?  What is the true voice of your customer? 

Key Take-Aways:

• A template for social business strategy through case study analysis
• Insights into consumer behavior:  what they do vs. what they say
• A framework for customer experience design

About Your Workshop Leader

Barry oversees all aspects of Telerx’s Multi-channel Customer Engagement organization. He is a seasoned customer service and contact center leader with over 25 years experience consulting with Fortune 500 and mid-market companies in the implementation of customer experience strategies, operating models and leading-edge technologies driving revenue growth, profitability and customer loyalty. Barry holds a B.A., from the University of New Hampshire and an MBA in finance and strategic management from Rutgers University.

Speaker & Thought Leader Orientation

An essential meeting for speakers, facilitators and thought leaders to preview the event, highlight your roles and network with fellow peers.

Meet your fellow peers and colleagues and enjoy a little C&C, conversation & cocktails, as we get excited for the days ahead!

The Future of Marketing: Creating Value in a Changing Economy

Joseph Batista, Director & Chief Creatologist, Hewlett-Packard

Seeing growth is not a matter of selling more of what you produce, but expanding the domain in which you can respond to your customers. What can marketing do to unleash value and create growth? How do we align marketing investments with business objectives to yield powerful strategic and economic benefits? This session will focus on recognizing, preparing and leveraging these ideas for competitive advantage and better business outcomes.

Key Take-Aways:

• Examples of game changers, now and in the future, that are changing the marketing discipline and its role in the organization
• Case studies on how to unlock and unleash your secret weapon (innovation)
• Actionable framework to begin your marketing innovation journey

Stories from the Front Lines: Transforming Brands and Driving Profitable Sales in Today’s Hyper Competitive World

John Costello, Chief Global Marketing and Innovation Officer,
Dunkin' Brands

Dunkin' Brands Chief Global Marketing and Innovation Officer, John Costello, will discuss the insights he’s learned at Dunkin', Procter & Gamble and other world class companies on building brands and driving sales in a rapidly changing world.

Key Take-Aways:

• Guide to the key elements of building brand differentiation and driving profitable sales
• Lessons learned: how Dunkin' keeps a 60 year old icon fresh and relevant to customer today
• Insight into why everything that touches the consumer defines your brand

Social Media: Think You’re Ready?

Don Romano, President, Mazda Canada and Chief Marketing Officer, Mazda North America

The impact of social media is changing the world around us at lightning speed, with marketers using social media to extend our reach more cost effectively and enhance brand engagement through well crafted outbound communications. Unfortunately, too many of us do not dedicate the same level of focus to the inbound communications, a situation compounded by the fact that most companies manage inbound communications through procedures that pre-dated social media. As social media continues to explode, so do the number of catastrophic brand mistakes and missed opportunities caused by failure to recognize that social media is a two way street.

Key Take-Aways:

• Insights into how social media is impacting brands, for better and worse
• Insights into the reasons why a traditional marketing organization is ill-equipped to oversee social media
• A guide to how marketing organizations must quickly evolve to meet the social media challenge

Breakout Sessions - Create, Communicate, and Connect

Participant-driven discussions focusing on your key challenges and concerns.

Choose one of the following:

TT1. Igniting Product and Service Innovation

CO-FACILITATORS:

Shelia Mello, Managing Partner, Product Development Consulting, Inc (PDC)

Julie Rusch, Director of Perinatal Marketing, Hologic

At best-in-class companies, marketing is not just an afterthought but is an integral part of the product life cycle from early on. These companies have transformed their marketing organizations from sales-oriented groups focused on outbound messaging to integrated groups that work inclusively with product development and technology organizations. This roundtable explores marketing’s role in the innovation process, from gathering voice-of-the-customer (VOC) data to working effectively as part of a cross-functional team. Julie Rusch, Director of Perinatal Marketing at Hologic, will offer insight from her experience maintaining, expanding, and growing an existing product line. You’ll gain practical tips to help you

Key Take-Aways:

• Achieve deeper market penetration with existing products in mature markets
• Broaden product offerings for existing customers
• Initiate disruptive innovation within your own product line (i.e., identify unexplored market territories)
• Integrate VOC into your innovation strategy
• Make your marketing approach more cross functional

TT2. Navigating the Transition from Outbound, to Inbound
Marketing

FACILITATOR:

Hovav Lapidot, Director, Integrated Marketing Americas, NICE

Do you find it hard these days to get your message across using traditional campaigns? Does your target audience opt-out of outbound communications? Well, you’re not alone. In this interactive session, we will explore the needs, challenges and best practices of successful inbound marketing programs that deliver personalized marketing messages during customer-initiated interactions.

Key Take-Aways:

• Guide to preparing for every inbound customer interaction
• Best practices for taking action within the context of the interaction to impact decisive moments
• Framework for continuously improving and adapting processes

TT3. Want Brand Evangelism? Delivering Excellence in Customer Experience

FACILITATOR:

James Latham, Chief Marketing Officer, OpenText

Consumers define and control the market. They expect companies to provide access to right information, at the right time, on any device. And they listen not to you, but to their peers, the experts, and credible evangelists. Hence, brands have to evolve continuously to provide that seamless cross channel interaction and compelling experience to create your mavens, your connectors, and those evangelists. Combining the Web, Social Media, Rich Media(images, video), Mobility, Widgets, Commerce, and customer service allows organizations to maximize the potential to generate evangelism. That combination of cross channel interactions which can expose the value of information and knowledge that resides inside your walls, and at the same time tap into the creative knowledge of the outside Communities, creates a holistic experience which can define the brand itself.

Key Take-Aways:

• Insights into broad brand experiences that create a compelling vision
• Framework to align the vision with the company's overall goals

• Lessons learned: brand cases from others who have confronted these challenges and made significant progress in driving evangelism

Choose one of the following:

Solutions Wheel

Play the “wheel” and join a series of rapid-fire, one-on-one meetings with leading solution providers.

OR

An Action Plan for the Convergence of Digital and Traditional Marketing

Naomi Miller, Senior Director of Brand Awareness and Engagement, Citrix Systems

The reports of the death of traditional marketing have been greatly exaggerated, as have the proclamations to be all digital, all the time. Successful marketers understand the importance of engaging with their current and prospective customers using a variety of both traditional and digital methods and building trust, regardless of approach. Part art, part science, today’s successful marketing teams are converging digital and traditional methods to maximize their impact along the awareness-consideration-preference-purchase-loyalty continuum.

Key Take-Aways:

• Insights to help determine the best methods to connect with your audience, and an understanding of the strengths and limitations of different approaches
• Case history that will detail developments behind the scenes of a Citrix brand awareness campaign that effectively brought together both methods
• A framework that can be implemented to move your marketing organization forward

The Power Lunch - Networking Roundtables

Practitioners and solution providers host a menu of luncheon roundtable discussions on pertinent industry issues. Dine and dish with industry experts. The list of roundtable discussion topics will be available onsite.

Hosted by

Corporate Visions

Breakout Sessions - Create, Communicate, and Connect

Do you believe you should be integrating your marketing? YES, of course you do, as do most marketing professionals. But, if everybody agrees, why aren't all organizations able to integrate? What are the top challenges and obstacles organizations are facing when it comes to integration, and can we overcome those challenges? In marketing, the gap between "what you should do" and "what you are doing" tends to grow larger everyday. Lack of budget, bandwidth and experience have proven to be significant obstacles. Good News! Help is on the way. In this hands-on interactive session, your creativity and skills will be put to the test in a team competition. Together, we'll help create a strategy and blueprint that you can use to build your own Integrated Marketing Solution, so you can stop "wanting" and start "doing!"

Key Take-Aways:

• Action items for "How to", "When to", "Why to" implement Integrated Marketing
• Tying marketing principals together: benefits and outcomes of Integrated Marketing
• Exercises that are fun and creative to bring back to your team that will ignite their creative instincts
• Clear insights on understanding how multiple channels can be utilized across campaigns and products
• A strategy and blueprint to build your own Integrated Marketing Solution

RT2. Innovative Approaches to Traffic Conversion, Customer
        Retention and Monetization

FACILITATOR:

Shmuli Goldberg, Senior Technology Evangelist, ClickTale

Based on the real-life business experiences of tens of thousands of companies, including some of the world's biggest websites, this session will focus heavily on emerging techniques used today to increase conversion rates, improve customer experience, and streamline website optimization. Centered on real-life customer behavior and tried and tested methodology, we’ll be moving as far from guesswork as possible.

Key Take-Aways:

• Insights into "hidden" customer behavior online
• Best practices for online fight conversion and customer acquisition
• Several real-life case studies and examples, from the largest to smallest websites

RT3. Extraordinary USP: Taking Your Unique Selling Proposition (USP) to the Next Level

FACILITATOR:

Teresa Caro, Vice President, Social Marketing, Engauge

In a cluttered marketplace where marketing messages abound, it’s more challenging than ever to establish a truly unique selling proposition (USP). Yet, in a social age, where people are more likely to do business with brands that they know, understand and even appreciate, there is real opportunity for brands to build their USPs around relationships, and cultural relevancy.

Key Take-Aways:

• The framework to create a unique selling proposition in the social age
• Case studies of companies that have defined themselves differently
• How to leverage social to create connected, culturally relevant USPs

Networking, Refreshment, and Exhibition Break

Solutions Showcase
Hosted by: MyFire

Ask the Experts! Panel Discussion

Content Marketing for Maximum Value and Impact

MODERATOR:

Mike McCalley, Commercial Marketing Executive, GE Energy

Panelists Include:

Stephanie Johns-Chin, Assistant Vice President, Chubb Corporation

Aniko N. DeLaney, Managing Director, BNY Mellon

Petra Neiger, Senior Manager, Digital and Social Media, Cisco

Scott Linabarger, Director, Digital Marketing, Cleveland Clinic

Craig Wilson, Vice President of Retail Marketing - Personal Insurance, The Travelers Companies

The importance of content marketing has never been more evident than it is today. Whether delivered through websites or microsites, social channels or white papers, traditional print or webinars, all marketers need to use relevant content to engage current and potential core customer segments. This panel brings together a diverse group of industries and approaches to tackle the challenge and explore the benefits of a coherent and creative content marketing approach.

Key Take-Aways:

• Insights into how a content marketing approach can be operationalized within a company including online and offline efforts
• Examples of meaningful creation, consolidation, centralization and customer/channel personalization
• Success stories focused on implementation, best practices, metrics and outcomes
• Examples of successful social media case histories

The Devices of Our Time: How Smartphones & Tablets Are Transforming the Way Brands Engage Customers

Seth van der Swaagh, Head of Industry - Telecom, Google

Mobile devices are transforming how and when we consume, engage with and share the information that’s important to us. From a marketer’s perspective, rapid adoption of mobile technology has created a powerful platform for brands to engage their customers in innovative ways that amplify traditional TV and online marketing efforts. During our session, we’ll discuss key mobile trends, research that shows how marketing across screens drives brand awareness, engagement and preference, and examples of how brands are integrating mobile into the marketing mix.

Key Take-Aways:

• Insights on how mobile devices are influencing consumer behavior
• Implications of rapid mobile adoption marketing strategies for B2B and hybrid marketers
• Examples of how leading B2C brands are using mobile to effectively engage customers
• Action items every B2B and B2C marketer should take now to ensure they aren’t left behind in the mobile era

Ask the Experts! Panel Discussion

Mastering the Art of Super Creative Marketing

MODERATOR:

Scott Hendrickson, Head of Advertising Solutions,
Paypal Media Network

PANELISTS INCLUDE:

Sundeep Kapur, Digital Evangelist, NCR

Cynthia Ricciardi, Vice President, Customer Relationship Marketing, Sirius XM Satellite Radio

Amy Bartle, Director, Media and Digital Marketing, La Quinta Inns & Suites

Marc de Schweinitz, Global Digital Marketing Manager, Dow Chemical

Technology is empowering both the consumer and marketer in a way never before seen in history, but who has the upper hand? Mobile has proven to be the final puzzle piece of the omni-channel marketplace, social media has permanently changed customer service and the marketer now has a multitude of data to better understand their customers and what marketing investments provide an ROI. In the midst of all this change, what does it take to surprise, delight and engage customers?

Key Take-Aways:

• Real-world examples of how marketers are innovating within this modern day marketplace
• Insight on how to filter the multitude of information while balancing creativity with accountability
• Best practices for driving innovative programs within large organizations and with agency partners

Join us in an Around the World Cocktail Reception,
celebrating diverse cultures with conversation, hors'dourves, and cocktails!

Capitalizing on Opportunities Created by Emerging Economies and Markets

Michael Harrison, Chief Brand Officer, Timberland

For any brand that aspires to be global, emerging markets present tremendous growth opportunities.  With opportunity comes challenges, however: how do you establish local-market relevance for your business while preserving the global vision of your brand?  How do you identify and mitigate the various risks associated with doing business in emerging markets?  And how do you make sure your entry strategy is a platform for long term sustainable success? Timberland's Chief Brand Officer Michael Harrison will offer his insights on how brands can gain a successful, sustainable foothold in today's emerging markets, sharing lessons learned from Timberland's successes and failures to date.

Key Take-Aways:

• Insights on the key common characteristics of emerging markets (as well as some genuine differences) and how they can further be leveraged for business growth
• Best practices for staying true to your brand's global vision and values while executing "regionally-right" products and marketing
• Lessons learned from doing business and establishing a brand in the biggest emerging markets on everyone's radar - China, India, Russia

Sales & Marketing: Revitalizing the Value Proposition

Keith O’Brien, Vice President, Global Research, Growth Team Membership, Frost & Sullivan

Jim Kizielewicz, Senior Vice President, Corporate Strategy & Chief Marketing Officer, Kronos

This interactive session explores how the marketing and sales organizations at Kronos, a workforce management software provider, facing slowing product growth, created a differentiated value proposition. The session also examine how the new value prop led to entirely new approaches to sales integration, customer messages and collateral that drove unprecedented marketplace performance.

Key Take-Aways:

• How to evaluate an existing value proposition
• Guidance on developing a differentiated  value proposition and promoting it companywide
• Tools that translate the value proposition into compelling sales messages
• Insights on driving sales force adoption of new messages and delivery techniques

Digital Natives: Engaging GenY on their Turf

Scott Monty, Global Head of Social Media, Ford Motor Company

Social media is a global phenomenon and companies small and large are finding that they're being thrust into it, whether they want to or not. For companies that have a global presence, it can be difficult to gain trust, attention and remain consistent across borders. Ford Motor Company has been recognized as a leader with its social media efforts, but how has the automotive giant made it possible to keep a comprehensive strategy across the six continents on which it does business?

Key Take-Aways:

• Insights on some universal marketplace issues affecting brands today
• The framework for how Ford Motor Company has dealt with this at a global level
• Case studies of Ford's success with recent product launches

Breakout Sessions - Create, Communicate, and Connect

Participant-driven discussions focusing on your key challenges and concerns.

Choose one of the following:

BP1. Brand Opportunity Analysis

FACILITATOR:

Mark Mallardi, Executive Vice President, Sales & Marketing, Buyology

Do you understand your brand's relationship with customers, and what drives that relationship? 
Do you know how customers feel about your brand?  How about those of your competitors?
Are you satisfied with your brand's performance? 
Do you believe that transformational growth is possible?
When assessing new concepts and branding opportunities, do you measure "brand fit"?
Are you measuring the right things to enable you to identify breakthrough opportunities for your brand?

Key Take-Aways:

• A new framework for the identification and measurement of brand opportunities.
• Insights into the wide array of new tools available to understand brand relationships.
• Success factors for achieving breakthrough growth, even in mature, static growth categories.

BP2. Implementing Your Global Marketing Strategy

FACILITATOR:

Stephen Tucker, Vice President, Saepio

Marketing across continents, cultures and languages can often pose an endless string of challenges. Fortunately, today’s marketers have resources available to keep brand messaging focused while it’s in the hands of a myriad of marketers but technology is only the enabler. Thinking “glocal” is the first key step to success. Creating synergy across the global marketing network is the second.

Key Take-Aways

• Insights on creating a global-local (glocal) focus within your organization
• Tools to use to create synergy across the global marketing network
• Lessons learned from creating a global marketing resource

BP3. Social Media Mix Strategy

FACILITATOR:

Cory Hartlen, Product Marketing Manager, Radian6

In this interactive session, we'll take an in-depth look at social media channel awareness, content creation and KPIs including  “listen to build”: using social listening to help build your content calendar and “engage to succeed”: constructing an engagement strategy around your social actions. Join us for a deep dive into the channels where conversations are happening, what questions your audience is asking and what answers they are demanding.

Key Take-Aways:

• Insight into why it’s no longer “social media marketing”, it’s “marketing”
• Metrics to plan your social media marketing strategy and measuring success
• Tools to align your social strategy with existing and departmental goals

Operationalizing Marketing Analytics

Misty Hathaway, Chair of Marketing, Mayo Clinic

Analytics are the critical marketing ingredient for understanding what to do, what to change, and what to stop doing. As the marketing discipline becomes more complex with more and more, ever-changing platforms and channels foFr promotion and an ever-evolving consumer and experience, so too does the field of marketing analytics. In this session we’ll talk about how to cut through the clutter and determine which data are most valuable. Attendees should leave with an improved understanding of how to apply marketing analytics to their work, including such things as:

• Pitfalls of digging too deep
• Lessons learned from an environment that is chockfull of numbers
• Templates – are they helpful?
• Insights on finding the right balance – how much is too much, and how much is not enough
• Success factors for analytics and data reporting that have an impact
• Best practices for data reporting

Reinventing and Revitalizing the Brand

Stephen Gates, Senior Creative Director, Starwood Hotels and Resorts

Starwood Hotels Senior Creative Director for Global Brand Design, Stephen Gates, will take a look at how Starwood Hotels & Resorts has built their nine design lead lifestyle brands including W Hotels, Westin, Sheraton and St. Regis using innovative brand building experiences in online, mobile social media, video and other channels.

Key Take-Aways

• Examples of experiential currency and why it is the driver behind every successful modern brand
• Insights on new techniques that can turn every digital touch point into a brand building experience
• Tools to create an infrastructure lead social media strategy that will build your brand and your revenue
• Action items for shifting your online brand strategy to a mobile first model that will lead to better innovation and brand building opportunities

Turning Brand into Money: Driving Strategic Branding to Accelerate Innovation, Product Development and Revenue

Mark Phillips, Chief Marketing Officer, GE Healthcare Systems

Mark Phillips, CMO for GE Healthcare's Healthcare Systems business, will share his experience in taking GE Healthcare's "Healthymagination" brand and making it live in the Company's products and solutions. Mark has proven success in using brand to rally internal teams, and turning that vision into revenue.

Key Take-Aways:

• Tools to make sure your brand is not a one-size-fits-all across different markets

• Examples of using your brand to start conversations with customers in a particular region

• Best practices for using your brand to guide market strategy and define emerging markets

• Action steps to leverage your brand to inspire and guide your team - including business leaders and engineering organizations

Peer Council: Becoming a Tech-Savvy Marketing Executive

MODERATORS:

Marc de Schweinitz, Global Digital Marketing Manager, Dow Chemical

Greg Sherry, Vice President - Marketing, Verint Systems
 
The ultimate success in marketing is to have satisfied customers selling
your products for you. Not only is marketing through brand advocacy
effective, but it can be extremely fast and affordable. We'll discuss steps to nourish your customers with digital content that is easy to share, delivers a compelling brand message and makes them look good, all at the same time.

Key Take-Aways:

• Success factors for finding and developing brand advocates, through the digital channel
• Tools to keep up with the latest digital trends and technologies
• Lessons learned from under-utilizing the power of the digital
  marketing channel

Sales & Marketing Collaboration and Integration: High Impact Tools for Your Sales Force

Amy Shriver, Senior Marketing Manager, Enterprise Markets Group, CenturyLink

Mike Sitter, Director, Sales Process and Tools, CenturyLink

In a complex, solutions-oriented sales environment, aligning your key marketing messages and content with the 'language of sales' is critical. Ensuring consistency in messaging can sharpen not only your message to customers, but also the value and return of your training programs. By reviewing some simple yet effective tactics to share best practices between Marketing and Sales, this session will demonstrate ways in which CenturyLink Business has driven increased alignment between our Marketing and Sales teams.

Key Take-Aways:

• Framework on how to develop your messaging and content platform
• Best practices for deployment to the field through training, communication and alignment
• Examples of successful implementation and success requirements

Lessons Learned from Our 13th Annual MARKETING WORLD Executive MindXchange

MODERATOR:

Carole Cross, Vice President, Online Strategy, Asurion

Panelists Include:

Rashit Ismail, Former Senior Vice President, Global Marketing Strategies, Tupperware Corporation

William Kelly, Senior Manager, Pull Through Marketing, Daiichi Sankyo, Inc.

Participants at each MARKETING WORLD Executive MindXchange come away with a wealth of key learnings and it can be a challenge to take it all in; during this interactive session members of our Advisory Board will highlight the most important themes, take-aways and lessons learned as a capstone for the event.