Use the Add to My Agenda buttons to compile a Personalized Agenda of the sessions you wish to attend. Then submit an email address at bottom of screen to receive your Personalized Agenda in your inbox!

Friday | September 27

8:00 AM – 9:00 AM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Breakfast

Room: Burroughs
Come fuel up for the action-packed day ahead of you. And network with other Connect to Convert attendees.
8:45 AM – 9:05 AM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Keynote: A Fireside Chat with Adam Grossman—Standing Apart through Great Customer Experiences

Room: Harbor Ballrooms
Join us as we sit down with one of today’s leading marketers and hometown favorite Adam Grossman of the Boston Red Sox and Fenway Sports Management and discuss how his organization connects with today’s fans, the ways in which they build value and purpose through giving back to the community and the changing role of marketers today.
 
Presented By:
  • Adam Grossman, Executive VP, CMO, Boston Red Sox & Fenway Sports Management
9:05 AM – 9:50 AM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Keynote: 2020 Vision--How Brand Leaders Are Preparing for the Next Decade of Marketing

Room: Harbor Ballrooms
What does the next decade of marketing look like? What do you need to know to be prepared? Our teams, the technology we use, and the tactics we invest in have changed drastically over the past ten years. As we ready our organizations for 2020, it’s critical to be clear about the challenges and opportunities that lie ahead. Hear from an A-list panel of marketing leaders navigating the changing marketing landscape. Our host, Katie Martell, will dig deep into the changes these brand leaders are putting in place today to ensure they’re ready for the next decade of buyer engagement. 

Join this session and:
  • Hear practical ideas from marketing leaders who are meeting changing buyer expectations
  • Learn the most important skills being recruited for the marketing team of the next decade
  • See the specific role technology and analytics are playing in today’s martech stack
  • Find out how brand leaders are rallying the rest of their organizations to meet the coming changes around experience and trust

 
Moderated By:
  • Katie Martell, On-Demand Marketer and Executive Director, Boston Content
Presented By:
10:00 AM – 10:35 AM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

The Rapidly Changing Landscape of B2B Ecommerce

Room: Marina Ballroom IV
B2C ecommerce is "done." There are few opportunities left to claim strategic competitive advantages and to start profitable ventures. But B2B ecommerce is different. It is still in its infancy and the landscape is changing quickly. Learn what the leading large B2B companies, small manufacturers, and startups are doing to get ahead and stay ahead in an incredibly turbulent environment.
 
Key Takeaways:
  • Understand the nature of B2B ecommerce and how it differs from B2C
  • Discover the opportunities in numerous B2B verticals, including manufacturing, distribution, retail and more
Presented By:
10:00 AM – 10:35 AM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

What Are We Teaching Them? Determining Selling & Buying Behavior in Email

Room: Marina Ballroom I
Just because you wanted to make eggs once, doesn’t mean you want to make them forever. And everyone loves Pad Thai, right? When dealing with something as subjective as food preferences, a content strategy that balances both an individual’s preferences with a constant drumbeat of fresh products from the brand can be tricky to manage. Join this session as Kate Faughnan walks through how America’s Test Kitchen is building its content and email strategy inside of the publisher. As a brand that can be found on TV, web, in print magazine, books and on social, she’ll discuss how they determine what’s relevant for every home cook, both in terms of everyday content and their diverse array of products.

Key Takeaways:
  • Learn how to connect to brand in email as a publisher
  • Discover the inherent conflict of content as value vs. content proving the case for brand trust
  • Understand how to look for behavior patterns
  • Gain insight into the age-old multichannel distribution problem – or how to focus on the meaningful
Presented By:
  • Kate Faughnan, Director of Email Marketing, America's Test Kitchen
10:00 AM – 10:35 AM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Health Coverage: The Importance of Alignment Between the Marketing Company and Its Direct Carrier

Room: Marina Ballroom II
We currently operate in a very transactional environment. The marketing companies try to provide the best consumer experience through their site funnel, yet depending on where the lead originates and to whom the lead gets sold to, the consumer experience is very different based on the end buyer. This makes it very difficult for the marketing companies to "tailor" their marketing efforts to a specific end buyer. Getting into a deeper relationship with an end buyer can alleviate some of the disconnects. How do you get there? And who should you decide to work with?
 
Key Takeaways:
  • Learn how to align yourself with a direct carrier
  • Discover the advantages of aligning yourself with an end buyer and understanding their products and services
  • Understand the benefits and long-term outcomes to partnering with the end buyer
  • Find out how partnering with a direct carrier can remove the transactional tensions between lead vendors and end buyers
Presented By:
10:00 AM – 10:35 AM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Predicting Your Digital Marketing's Future Value through a Data-Driven Customer Strategy

Room: Marina Ballroom III
To succeed as a digital marketer in the future, it’s important to understand what consumer data is most predictive of purchasing behavior. Digital marketers need to know how to use customer data to build a media mix model that drives better results, which is easier said than done. Join this session to learn how to identify and use your data insights to predict future purchasing decisions. We’ll discuss how these insights can be leveraged to target the right customers across all channels, from Facebook, Instagram, YouTube, Display, and more, so you can future-proof your digital strategy to drive value today and beyond. 

Key Takeaways: 
  • Understand how to identify the right data analytics to target the ideal customers for the future
  • Learn how to drive company growth and innovation for a data-driven strategy 
  • Discover how continually optimizing your analytics and reporting will future-proof your digital marketing
Presented By:
10:45 AM – 11:20 AM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Why You Need Leads at EVERY Stage of the Funnel

Room: Marina Ballroom IV

As any marketer can tell you, it is expensive to generate leads in today’s business environment. But it’s not the cost alone that keeps even the best pros up at night. Understanding the nuances of each lead and how to replicate some level of success is as much art as it is science. Once you pay for leads, do they convert? And if they do, how do they stack up against your other sources? Perhaps most importantly, how can those leads transition out of marketing and over to sales successfully? In this session, discover how B2B organizations can implement a lead generation mindset/framework that capitalizes on the opportunity to secure leads throughout each stage of the funnel.


  • Key Takeaways:Get the scoop on why generating leads throughout the entire sales funnel is important to business growth
  • Learn three practical tips for improving your lead gen process
  • Understand the ways Justworks made the business case for more investments to get the resources they need for a successful B2B lead gen strategy
Presented By:
10:45 AM – 11:20 AM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

The Future of Paid Search: How Amazon, Audience Development and Intent Farming are Changing the Game

Room: Marina Ballroom I
For years, Paid Search has been synonymous with Google Search and the key to success was Quality Score. Google is still king, but search marketers have new challenges: 1. How to deal with the rise of Amazon search in their plans, 2. How to develop search audiences in a “privacy sensitive” world and 3. How to leverage new trends like semantic search to find the best searchers when they are at a critical micro-moment and are most open for a connection. In the session, learn how to plan campaigns with this new reality in mind and beat the competition.

Key Takeaways:
  • Learn how to plan a Paid Search campaign that is bigger than Google
  • Discover how DTC brands are using Amazon search to create a competitive advantage
  • Build proprietary search audiences and train audience algorithms to find the best searchers via semantic search behavior
Presented By:
10:45 AM – 11:20 AM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

TCPA: How Mobile Marketers Can Stay Compliant and Minimize the Minefield of Risks of Liability in Today's World

Room: Marina Ballroom II
The Telephone Consumer Protection Act (TCPA) is a minefield for the mobile marketing industry, and difficult to navigate from a risk standpoint. Liability under the TCPA can be catastrophic. This presentation will help guide marketers, lead sellers, aggregators, buyers, marketing service providers and technology partners with the state of the law, where the law is headed from a regulatory and legal standpoint, balancing the risks of liability in using the latest technologies to contact consumers, and how to maintain compliant and maximize contacts.  
 
Key Takeaways:
  • Gain tips on how and what to consider in driving strategic partnerships to help a data-driven business
  • Discover how the right partnerships provide new streams of data that ultimately result in more personalized marketing strategies and improved customer experiences
  • Learn how both parties benefit from partnerships by lowering costs, expanding markets and delivering deeper and more varied customer data that can fuel growth
Presented By:
  • David Kaminski, Partner and Chair of Financial Services Practices Group, Carlson & Messer LLP
10:45 AM – 11:20 AM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Low Cost-High Impact Client Retention Strategies

Room: Marina Ballroom III
Keeping existing and profitable customers is crucial to long term business success. In this session we will discuss the hard and soft costs of gaining vs. retaining customers, why retention is critical to your future business success, and low cost/high impact ways to stand out and keep your customers away from your competition.

Key Takeaways:
  • Learn the financial impact of retaining a customer vs gaining a new customer
  • Take away unique and easy to implement ideas to improve your customer relationships
  • Learn how automation can increase your customer engagement while reducing your time and effort in marketing
Presented By:
  • Jill Kegler, Director of Business Development, Double A Solutions
11:25 AM – 12:00 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Solving the Sales and Marketing Culture Clash with Account Based Marketing

Room: Marina Ballroom IV
Sales teams ignore 80% of marketing leads, a misalignment results in loss of potential customers and revenue. Account based marketing is the catalyst needed to address this clash between sales and marketing by bringing the two together to put shared goals on a scorecard. As ABM moves from a “what is this” phase to a “what do we do about it” phase, the companies that employ it will see greater coordination of objectives and a rapid acceleration of interest that shows they’re on the right track.
 
Key Takeaways:
  • Find out how marketers can get more comfortable owning revenue responsibilities
  • Learn how to build trust among sales teams to accept and believe that marketing will stick with them
  • Discover how to create and share only the content that well-vetted target audience would care about
 
 
Presented By:
  • Rene Asis, Head of B2B Measurement, LiveRamp B2B
  • Adam Benaroya, Senior Manager, Global Media, Hewlett Packard Enterprise
11:25 AM – 12:00 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

The Business Guide to Brokering: How to Leverage Affiliate Networks for Consistent, Incremental ROI

Room: Marina Ballroom I
Some may find Digital Marketing to be expensive and, at times, produce poor results. When you feel you’ve finally found that winning formula, scaling that to a meaningful and consistent volume can feel even harder. Where do you go from there? The key is to partner with skilled marketers, capable of connecting your product with a highly-engaged audience through multi-channel campaigns and a cost-effective formula. Where some may have a stigma surrounding the value of Affiliate Networks, thousands of major products and brands have partnered with Networks to produce phenomenal results. Navigating this route and finding your ideal pairing isn’t easy, and this session will cover all the major do’s and don’t’s of finding that perfect Affiliate Network partner.

Key Takeaways:
  • Uncover not only the right answers to look for, but the right questions to ask
  • Understand key motivations of an Affiliate Network to appeal to the best and most meaningful traffic partners
  • Learn what a network does and does not do so you’re best prepared for an immediate impact
  • Recognize the signs that a Network is working for you and committed to your success
Presented By:
11:25 AM – 12:00 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Marketing Operations, Marketing Automation and Marketing Technology are Not the Same

Room: Marina Ballroom III
In many organizations, these three terms are used interchangeably. When individuals look for jobs, they search for these terms and expect the results to represent almost identical jobs. But they are not the same. In fact, sometimes they are not even close. Marketing Automation professionals don’t just build the HTML, create programs and hit Send. They are not just "Marketo experts." They are so much more. Marketing Operations is still a bit of a mixed bag. It could mean analytics, execution or budget teams. Or it could mean Marketing Automation, unfortunately! And finally, Marketing Technology is becoming a mainstream term that refers to any technology that a marketer uses to do his or her job. These people may never touch marketing automation and may have nothing to do with analytics. They might even be software developers! In this session, we will deep dive into what these three terms mean in 2019, how your organization can adapt and how you as an individual can adapt to changing expectations.

Key Takeaways:
  • Learn the key similarities and difference between Operations, Automation and Technology roles
  • Identify keywords to look for on resumes or listen for in interviews to find the best candidates for your role
  • Focus on key skills associated with each type of role
  • Learn how people in each of these roles play huge parts in any marketing organization both on the front lines and behind the scenes
Presented By:
  • Justin Sharaf, Director, Marketing Technology and Operations, LogMeIn