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Wednesday | October 3

12:10 PM – 12:45 PM
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Keynote: Closing the Loop -- Maximizing the Customer Journey from Data & Measurement to Planning & Personas

Room: Harbor Ballrooms
Marketers have more channels, more data and more opportunities than ever before. Accurate attribution and measurement are crucial—and often extremely difficult. How can you make sense of it all? In this fireside chat, Kim Weisensee Brown (of GE Digital and Centrally Human) and Kenneth Kinney (of TruGreen and host of “A Shark’s Perspective” podcast) share how they’re approaching the challenges of the modern marketer to leverage data to target the right customers and connect at all touchpoints.
 
Key Takeaways:
  • What “digital transformation” really means for marketers
  • How to keep your brand relevant in an ever-changing marketing space
  • Tips for marketing and sales integration to maximize ROI
  • How to make sense of emerging technologies and channels
  • Why customer personas can help marketers identify key targets
Moderated By:
Presented By:
  • Kim (Weisensee) Brown, Founder (Centrally Human) and Director of Marketing (AMA Insurance Group), Centrally Human and AMA Insurance Group
  • Kenneth Kinney, VP of Marketing and Digital Strategy, Ai Media Group and "A Shark's Perspective"
12:45 PM – 1:25 PM
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Keynote: Fast and Furious Marketing -- Tips, Tools and Tactics to Improve Your Marketing Today

Room: Harbor Ballrooms
Join Gordon Brott of OnDeck in this fast-paced session as he shares dozens of new and classic marketing tactics and tools that you can quickly implement and use to acquire customers more efficiently. Covering channels ranging from Facebook and SEM to LinkedIn and direct mail, this session will show you ways to optimize your current campaigns, as well as entirely new opportunities for growth.

Key Takeaways:
  • Review classic direct marketing best practices that many marketers forget today
  • Discover new tools and solutions that can empower your marketing as you optimize your technology stack
  • Learn new features that you may not know about from some of the marketing tools you use regularly
  • Leave with new marketing insights that you can quickly integrate into your own campaigns
  • See examples of highly effective marketing in action from companies large and small
Presented By:
1:30 PM – 2:10 PM
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Building Powerful Brands in Modern Marketing

Room: Marina Ballroom I
In a world of high-powered analytics and marketing automation, it’s more important than ever to start with a powerful and distinctive brand. Multi-industry CMO Peter Horst will review the building blocks of an armor-piercing brand proposition that can act as the center of gravity of a modern marketing ecosystem. Horst will also review the new challenges facing brands in the era of #FakeNews, #boycotts and loss of trust, and provide a framework for brands to find their authentic voice and role in the politicized environment.
 
Key Takeaways:
  • Understand the role of a catalyzing insight in the foundation of a powerful brand
  • Discover the elements of compelling brand promise that provides gravitational pull
  • Learn how to navigate a polarized consumer market that expects brands to weigh into the big social and political issues of the day
Presented By:
1:30 PM – 2:10 PM
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Interpreting the ‘F Word’: Why Customer Engagement NOT Customer Satisfaction Is Key to Sustainable Growth

Room: Marina Ballroom II
Every morning in Africa a gazelle wakes up and knows it must outrun the fastest lion. Every morning a lion wakes up and knows it too must outrun the slowest gazelle. It doesn't matter whether you are a lion or a gazelle – when the sun comes up, you’d better be running! In this session you’ll learn why you’re probably running your marketing and sales efforts backwards, the forbidden “F-word” (not the one you are thinking), 6 strategies to help you outrun your competition and one you can start doing today.
 
Key Takeaways:
  • Discover why hearing the “f-word” is an indication your relationship is in trouble
  • Understand why your customers think you’re at best average, and how to break out of the pack
  • Learn the 6 dimensions to exceptional customer engagement (hint: you’re most likely only doing 2)
Presented By:
1:30 PM – 2:10 PM
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How to Hack the Brains of B2B Buyers

Room: Marina Ballroom IV
One of the toughest challenges in B2B marketing is connecting with prospects. The people you target are smart and educated, but the human brain is hardwired to take the easy way out.
 
Social scientists have proven that humans cruise through much of their day on autopilot, defaulting to hardwired behaviors when they make many decisions – including the decisions that can ultimately determine whether or not you make a prospect’s shortlist.
 
But if you’re a savvy marketer, you can use these automatic responses to your advantage, increasing the likelihood your target will notice your message, respond to it, and even pay your asking price.
 
Key Takeaways:
  • How to use behavior to boost response rates and ROI
  • Ways to better understand your prospects’ behavior pre- and post-sale
  • Ideas for influencing the B2B consideration process
Presented By:
2:20 PM – 3:00 PM
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Best Practices for Better Customer Acquisition

Room: Marina Ballroom I
Join our discussion to learn about “Best Practices for Better Customer Acquisition” in a multi-channel world! Customers receive (and respond) to messages across a variety of channels – from broadcast to digital to OTT and over phone. It’s pretty telling that in this year’s network upfronts, “performance measurement” of broadcast (and multi-channel) advertising was the key message. So, as advertisers, we are asking, How do we make cross channel engagement work together to create a unified customer experience and competitive advantage?
 
In this session, you will learn about:
  • Micro-moments and the role they play in cross channel attribution and campaign activation
  • How to assess broadcast media efficacy (and actions to take) through online performance measurement
  • How to optimize online ads by connecting offline (call) conversions
  • And... How to activate real-time digital campaigns based on video advertising events
Presented By:
2:20 PM – 3:00 PM
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Finding Value in the Power of Influence and Influencers

Room: Marina Ballroom II
Whether you are utilizing influencer marketing for your company or client or even if you are building your own personal brand, the power of influence is rapidly growing in value for marketers. Consumers often rely on the value proposition that influencers bring as one of the most trusted forms of brand advertising. Greater than 80% of marketers today say that they use influencers in their current strategy. What do they know that you don’t? Join us as we examine the power of influencers to reach today’s consumers and why you should consider adding influencers in the mix.
 
Key Takeaways:
  • How to build lead generation strategies utilizing influencers
  • Learn about marketing methods for building your own brand
  • Discover some pitfalls to avoid in building out a standalone influencer strategy
Presented By:
  • Kenneth Kinney, VP of Marketing and Digital Strategy, Ai Media Group and "A Shark's Perspective"
  • Kim (Weisensee) Brown, Founder (Centrally Human) and Director of Marketing (AMA Insurance Group), Centrally Human and AMA Insurance Group
2:20 PM – 3:00 PM
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Improving Sales and Marketing Integration

Room: Marina Ballroom IV
While coordinated, integrated action between sales and marketing is the obvious optimal state, it’s a state that’s all too rare. Often, it’s blocked by “the wall” between the two departments, a barrier of incomplete knowledge or understanding, different timelines and processes, and non-aligned or even conflicting incentives. Both departments can end up spending lots of time and energy building up their side of the all – at the expense what matters. How do you tear down that barrier and redirect the wall-building energy into more customers and revenue? This session will show you four specific things you and your organization can do to shrink the wall and gain more customer and revenue. Co-presenters Jay Newman and Jim McKinley each have deep experience in managing large-scale efforts in sales and marketing, respectively. In this session, they discuss ways to get both departments working together to meet business goals.
 
Key Takeaways:
  • Discover how small changes to measurement and feedback can lead to big changes in outcomes
  • Learn two simple things marketing can do to increase the sales team’s close rates
  • Understand how sales can help marketing write more effective copy
    Presented By:
    3:20 PM – 4:05 PM
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    Designing an Extraordinary Customer Service Culture Using Chatbots and Pixiedust

    Room: Marina Ballroom I
    Creating a magical customer service culture like Disney can take decades, but can we reproduce that experience using AI & helpful bots in a matter of days? We will explore the 3 elements of consistent extraordinary customer service and how this can be programmed into a chatbot to deliver a positive consumer experience. A positive customer interaction will not only sell, but it can create loyalty & brand evangelism. Explore the foundation & the future of customer service.
     
    Key Takeaways:
    • Discover a customer-centric service culture based on the three pillars of customer service employed by the Walt Disney Corporation for years
    • Learn how to build a chatbot (and get a free one) to create a voice for your brand that is available 24/7 to serve your customers and deliver an extraordinary customer experience
    Presented By:
    3:20 PM – 4:05 PM
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    In the Moment Marketing: Next Practices for Real-Time Targeting

    Room: Marina Ballroom II
    Current marketing and sales strategy contend with the “Moment-of-Truth” (MOT), whereby 80%+ of a customer's purchase evaluation has occurred before engaging with a brand. It is a reality that eludes traditional marketing and customer journey mapping and is integral to lead conversion rates. The challenge for marketers is that the search phase leading up to the MOT is an asymmetrical, multi-directional process whereby marketers lose connection with the customer. The concept of 'In the Moment Marketing' strategically deploys technology that surrounds the customer, keeping the brand in the consideration set at all times during the asymmetrical search phase. This allows the brand to reach the final consideration “cut” and cost-effectively increase conversion, sales, and margins.
     
    Key Takeaways:
    • Learn how to optimize brand messaging and tactics for the modern customer's primary channels:
      • Digital/Websites/Email
      • Traditional Advertising
      • Input from Family/Friends
      • Actual Shopping
    If the right mix of technology is deployed, each of these channels can be comprehensively and effectively distilled into the right lead at the right time.
     
    Presented By:
    3:20 PM – 4:05 PM
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    Tension + Human: Keys to Supercharging the B2B Sales Funnel

    Room: Marina Ballroom IV
    The topic of brand to demand or brand versus demand is top of mind for B2B marketers. There is agreement that it shouldn’t be an either/or conversation, and that successful B2B marketing must be a seamless balance and blend of brand level efforts and demand gen level efforts. But pulling off this balance without losing sight of your brand along the way is much easier said than done. This session will explore the keys to finding this balance and better navigate the key technologies and touchpoints of today to keep your customers engaged across their funnel journey.
      
    Key Takeaways:
    • Explore how to ensure brand consistency across the funnel experience
    • Tips for creating both internal and external brand moments that unify
    • Suggestions for ensuring a more human marketing machine
    • Keys to executing a tight handoff from marketing to sales to ensure the brand’s humanity and narrative are strengthened rather than watered down
    Presented By:
    4:15 PM – 5:00 PM
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    The Neuroscience of Creating Memorable Content

    Room: Marina Ballroom I
    Audiences typically remember only 10% of the content shared with them, and the 10% one person remembers typically differs from the 10% another person remembers. Imagine the time and money you could save if you knew how to control what your audience remembers, and if you could break through the clutter with content so compelling that people couldn’t ignore your message. In this session, cognitive neuroscientist Carmen Simon will share insights from neuroscience, including where attention is processed in the brain, how memories are formed, and how decisions are made. Armed with this knowledge, you’ll be able create content that’s more memorable and therefore, more actionable.
     
    Key Takeaways: 
    • Discover the neuroscience behind what makes marketing content memorable 
    • Understand the three most common reasons people forget content 
    • Learn how to appeal to human motivational drivers 
    • Find out how to take an informed understanding of your customer and translate that into messaging and content that resonates
    Presented By:
    4:15 PM – 5:00 PM
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    Making Direct Mail Work for You in Today’s World

    Room: Marina Ballroom II
    Even in today’s tech-focused world, direct mail remains an extremely effective channel for many marketers. This session will review the key components of creating effective direct mail campaigns for both B2C and B2B marketers, ranging from data acquisition to mail creatives and the all-important offer. We will review classic direct mail best practices and introduce you to brand new technologies that are making direct mail more effective than ever for marketers of all types.
     
    Key Takeaways:
    • Review the key components of an effective direct mail strategy, and how to put each of these into action
    • See how new technology offers incredible customization capabilities that can increase your response rates across the board
    • Learn about new channels that combine technology and direct mail for extremely effective cross channel marketing
    • See examples of great mail campaigns from B2C and B2B marketers
    Presented By:
    4:15 PM – 5:00 PM
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    Spotlight on B2B Content Marketing: Who’s Doing What—And Doing It Right

    Room: Marina Ballroom IV
    There's never been more companies publishing content. But, are we getting it right? How do we create content that resonates with business buyers? And, in a sea of noise, how do we break through?  You’ve got content questions and we’ve got answers. In this interactive panel, we'll tap into the city's largest community of content professionals—Boston Content—to share examples of great content, and dig into the strategy behind their success. 
     
    Key Takeaways:
    • How to develop content ideas that resonate
    • What content formats work best —and what’s driving results
    • Examples of what works, what didn’t work—and how brands made it better
    Moderated By:
    • Katie Martell, On-Demand Marketer and Executive Director, Boston Content
    Presented By:
    5:00 PM – 7:00 PM
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    DMS End Zone Madness

    5:00 PM – 7:00 PM
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    Opening Reception – Exhibit Hall Open

    Kick off Connect to Convert the right way!  Join us on the Expo floor to mix and mingle with cocktails. Get a sneak peek of the latest solutions while networking with peers and industry experts.