2017 Full Program

Discover the hottest trends and innovative growth secrets from performance marketing’s brightest minds.

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Monday | August 21

1:30 PM – 3:15 PM
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Content MasterClass: Everything You Need to Know about Phrasing Copy, Framing Offers, and Fighting for Eyeballs

Room: Beekman Parlor
Don't write — or approve! — another marketing message before you attend this masterclass. In it you'll gain a lexicon of persuasive words and copy constructs that you can use the next day to increase engagement and response. This class is jam-packed with real examples and brain-science backed advice. Don't miss your chance to make your copy and content exponentially more effective with these easy tips. Your emails, landing pages, ads, websites, mail, social, and content will never be the same.

Key Takeaways:
• The best way to talk about prices
• The two times jargon can be useful
• The surprisingly powerful effect of an unexpected phrase
Presented By:
  • Nancy Harhut, Chief Creative Officer, Nancy Harhut & Assoc.
3:30 PM – 5:00 PM
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Drowning in Data, But Thirsty for Insight? Find the Right Metrics to Guide Content Development

Room: Beekman Parlor
You’ve got more data than ever, but when it comes to interpreting that data, where do you start? Time pressures mean you tend to ignore all but the most superficial or high-level metrics, which means your content development team might not be getting the insight they need. There are so many channels and platforms constantly producing data that just parsing it feels like a full-time job (in fact, you might’ve already hired someone to do it). How do you find the signal amidst all the noise?

This session will introduce a 3-step process for determining which metrics matter the most for your content team, extracting that data through tools and reports and leveraging the information in the data to produce content that has a real impact on your company’s revenue. Designed for CMOs, directors and managers, this tag-team presentation will include a case study from a major technology company showing the results of following this process.

Key Takeaways:
• Discover the most important criterion for selecting metrics to guide content development
• Learn the best ways to find and extract the data – or just have it delivered to you
• Understand the most straightforward ways to convert that data to information that helps your team produce strategic content
Presented By:

Tuesday | August 22

9:00 AM – 9:50 AM
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Six Ways to Own the Online Conversation in Your Industry

Room: Beekman Parlor
In a crowded market, it's difficult to break through with digital platforms alone. Learn how to add PR to the mix to quadruple valuable earned media impressions, drive more web traffic, deposition competitors and emerge as a thought leader in just a few months without blowing the budget. In this fun, fast paced presentation, we'll look at measurable results, lessons learned and top tips to make it work for any organization.

Key Takeaways:
• How to position your company as a thought leader in three months
• The importance of earned impressions as part of your lead-gen mix
• How to squeeze every last drop of revenue out of your media relations
• How media relations is a web traffic driver
Presented By:
10:00 AM – 10:30 AM
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Case Study: How Avnet Rebranded to Connect at Every Point in the Design Journey

Room: Beekman Parlor
A major rebranding this spring helped electronic component distributor Avnet engage entrepreneurs, manufacturers and makers at every point their creative process. CMO Kevin Sellers will share how the Fortune 500 firm is using digital, social media, storytelling and more to connect with audiences from the design phase through production to take their ideas to market, and increase audience share in a changing marketplace.

Key Takeaways:
• Discover how the company is transitioning away from its traditional sales model
• Learn how rebranding helped Avnet reach Millennial makers and entrepreneurs
• Gather ideas for using customer case studies that bring your brand story to life
Presented By:
11:10 AM – 12:00 PM
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Lead Nurturing: Turning "Who Are You?" Into "Let's Do Business"

Room: Beekman Parlor
Discover how webinars and other tactics helped information management firm Iron Mountain educate small businesses about their market.

Think webinars aren't effective? A sales pipeline of $290,000, 194 registrations and 79 attendees says otherwise. When Recall (now part of Iron Mountain) identified a market opening with small and medium businesses, the company developed a strategy to position itself as a thought leader, educating SMBs on ways to protect their physical and digital data.

Key Takeaways:
• The ways webinars and other tactics can educate prospects
• Do-it-now steps to create brand awareness
• Ideas for thought-leadership focused lead gen
Presented By:
1:30 PM – 2:20 PM
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Hitting Your Targets with ABM

Room: Beekman Parlor
Account based marketing (ABM) is more than the buzzword of the moment. It’s the strategy that may be the best way to nurture all the decision makers in a complex buying process.

Key Takeaways
• Ways to engage multiple audiences in target accounts
• How to determine which accounts are your prime ABM targets
• Tips for creating better ABM processes and tracking
Presented By:
3:10 PM – 4:00 PM
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Attribution Measurement: Are You Measuring What Matters? The Big Difference Between Attribution & Strategic ROI

Room: Beekman Parlor
As B2B marketers take on more responsibility for driving growth, they often struggle to articulate the result of investments. Relying only on tactical attribution metrics to understand what’s driving revenue can get you bogged down in the details.

Key Takeaways
• How to use strategic ROI to gain confidence in where you are spending marketing dollars
• How successful marketers are managing their investments
• Ideas for finding the right marketing mix to drive real growth
Presented By:
4:10 PM – 4:35 PM
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Mixed Messages: How to Attack Vertical Markets With Horizontal Products

Room: Beekman Parlor
One-to-one, persona-driven, account-based! While there are straightforward approaches to implementing a marketing plan for specific verticals, how should you scale that horizontally without the luxury of a Fortune 100 army of vertical marketing managers?

In this session, you’ll learn how to get in the heads of your vertical target markets and find the commonality you can use to build a horizontal approach that resonates across markets – within budget and data-driven.

Key Takeaways:
• How to go-to-market with a horizontal message that plugs into a vertical-specific plan
• The leverage points in your market to drive lead generation scale
• How to articulate the challenge of horizontal marketing internally and build alignment across the organization
Presented By:
4:35 PM – 5:00 PM
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What's New--What's Next? Lead Gen Trends

Room: Beekman Parlor
What are the biggest challenges and opportunities facing B2B marketers? In this session we’ll give you a sneak peek at Chief Marketer’s newly released B2B Lead Gen Survey.

Key Takeways:
• What channels are providing the best prospecting ROI
• B2B marketers’ top acquisition challenges
• What content works best at every point in the funnel
Moderated By:
Presented By:

Wednesday | August 23

9:10 AM – 10:00 AM
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When Data Met Content—A New Love Affair in Sales & Marketing

Room: Beekman Parlor
With 70% of marketing execs reporting increased use of content as a marketing priority, it's wise to assess what’s new and innovative in the blending of digital data, content and strategy to lift results through relevance. Learn what’s working to move leads through the funnel, based on insight marketing and engagement science. When digital and social data and content work in concert, there is heartbreak no more.

Key Takeways:
• The opportunities in real-time data overlays and appends
• Learn the importance of tailoring content for individuals
• Examples of utilizing data like online behavior, tech installs and ownership, intent to purchase, location and firmographics
Moderated By:
Presented By:
10:10 AM – 11:00 AM
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30+ Ways to Create B2B Buzz

Room: Beekman Parlor
Buyers don’t do business with companies they’ve never heard of. “Buzz” is the evolution of PR in the age of digital marketing. It amplifies. It works with timely precision to insert your brand into the right conversations. It changes narratives. It is a continuous and strategic act of positioning your brand as a trusted resource in your industry, of raising the profile of your executives to a position of authority, and of earning air cover to help your business grow.
Presented By:
11:10 AM – 12:00 PM
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Engage Leads Pre, Post and During Live Events for Highest Return

Room: Beekman Parlor
Your marketing budget is precious. No one wants to come back from a trade show with little to no qualified leads. This session will explain how to develop an integrated and effective strategy designed to achieve the highest return from shows. Hear from Firestone Building Products, Whirlpool and a leading B2B marketing agency as they discuss the planning and implementation strategies that worked together to drive high-value leads at their most successful shows in 2017.

Key Takeaways:
• Understanding of the planning and strategy process needed to create a show presence that helps meet business goals and objectives
• How to develop an integrated plan that makes the most use of the trade show budget, including PR, social media, paid media, booth concepting and booth promotions
• Identifying themes and tactics that work for your brand
• Post show analysis metrics for continued improvements
Moderated By:
Presented By:

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