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Wednesday | September 25

1:00 PM – 1:40 PM
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Unleashing Insights in B2B Marketing with Data and Analytics

Room: Marina Ballroom IV
Data-driven marketing is THE primary source of customer acquisition and retention for B2B marketers. But many feel overwhelmed when it comes to figuring out what marketing technology will help them make the most of data. Learn how Lenovo leveraged a data management platform (DMP) and other solutions to deliver personalized customer interactions via POS, web, CRM, email and more.
 
Key Takeaways:
  • Get ideas for improving campaign relevancy with personalization
  • Find tips for increasing engagement and conversion
  • Learn best practices for growing your customer file
  • Discover the best ways to measure ROI and attribution across channels
Presented By:
1:50 PM – 2:35 PM
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How to Create a Successful Direct Mail Campaign: 3 Do’s, 3 Don’ts and 1 Secret Weapon

Room: Marina Ballroom IV
Planning to add direct mail to your marketing mix? Or want to make your current campaign perform better? Find out all you need to know in this informative, example-jammed session. Discover what you absolutely must do to succeed, the common mistakes you really want to avoid, and the one surprising, scientifically proven approach that can drive double and triple digit lifts in response today. See why more and more companies are adding this medium to their marketing mix. And why some never stopped using it, for lead gen, lead nurture, cross-sell, upsell and trigger campaigns.

Key Takeaways:
  • Discover the easy way to build a bullet-proof strategy
  • Learn how to maximize your ROI
  • Take in key considerations for B2B direct mail
  • Find the one data point you must never ignore
  • Walk away with copy and design tips that automatically engage your target
Presented By:
2:55 PM – 3:40 PM
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Do This, Not That: Critical Email Marketing Techniques

Room: Marina Ballroom IV
This fast-paced session explores what offers gain customers, what techniques are proven to work and what is driving strong direct marketing results using email, emerging media and integrated marketing initiatives. Learn how to optimize house files and rented/purchased lists to achieve better overall response rates. This must-attend program will provide insight from actual campaign results from successful and failed attempts at using these techniques.
 
Key Takeaways: 
  • Learn marketing tactics that hold long-term value and drive results
  • Acquire measurable tips for marketers to pull interested leads
  • Gain insight on integrated direct marketing initiatives based on actual campaigns
  • Explore top trends happening in email marketing today – and which actually work
  • Discover pitfalls to avoid for email marketing
Presented By:
3:50 PM – 4:30 PM
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Is Data Killing Creativity? No, And Here’s Why

Room: Marina Ballroom IV
With so much of modern marketing focused on optimization, personalization and data-driven decision making, many marketers find themselves asking: “Is data killing creativity?” Meanwhile, agencies seem to have divided into camps: those that are data-driven and those that are creatively-driven. In this session, attendees will learn to see through both lenses at once from an agency and client relationship where creativity and data co-exist harmoniously, yielding big results and an improved customer experience.
 
Key Takeaways:
  • Discover how to quantify and measure the impact of creativity
  • Learn how to be data-inspired
  • Understand how to use data to optimize creative 
  • Find out how to get creative teams excited about data and see it as an enabler, rather than as a detractor, from the creative process
Presented By:
  • Ben Grossman, Senior VP, Group Strategy Director, FCB
  • Sarah Blair, Director of Advertising, Lincoln Financial Group

Thursday | September 26

10:45 AM – 11:25 AM
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Welcome to Email Marketing Fight Club

Room: Marina Ballroom IV
The first rule of Email Marketing Fight Club? Talk about everything email. Join us for a deep dive to discover tips and tricks to make your email messages engaging and clickable from the very start. What subject lines will pique your customers’ interest, and which ones will make potential leads run screaming in the other direction? What type of copy really converts? We’ve got the scoop.
 
Key Takeaways:
  • Discover best practices for subject lines that get results
  • Gain tips for writing copy that encourages clicks and conversions
  • Walk away with ideas for creating email campaigns that trigger the response you need now
Presented By:
  • Nancy Harhut, Chief Creative Officer, HBT Marketing
  • Mary Hart, Senior Marketing Content Writer, ConnectLeader
11:35 AM – 12:15 PM
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Rebranding for Success: Relation Insurance’s Road to a New Brand Identity

Room: Marina Ballroom IV

What’s in a name? A lot if you want to create a strong brand connection. Relation Insurance undertook a year-long renaming initiative to break from the past and engage customers in a variety of B2B verticals. In this session, learn how your brand can create a new corporate identity that truly represents your value proposition to customers and prospects.


  • Key Takeaways: Find out how to choose a name that is relevant, protectable on target
  • Get tips for creating a brand rollout that builds momentum and excitement
  • Learn ideas for getting buy in from your entire organization, from entry level to the c-suite
Presented By:
  • Natalie Zensius, SVP, Marketing & Communications, Relation Insurance Services
1:15 PM – 2:00 PM
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Scaling Your Content Marketing for Measurable Business Growth

Room: Marina Ballroom IV
There are many paths to grow a business through content marketing. Every business wants more leads and sales, yet so many brands miss the opportunity to drive demand and nurture prospects with content that converts. In fact, a carefully constructed content marketing plan could drive more leads down the conversion funnel. This panel discussion with major technology brands will explore marketing strategies that support content while driving ROI in order to generate business growth.

Key Takeaways:
•             Learn how to define content marketing vs. marketing with content
•             Discover more effective ways to launch a nurturing strategy leveraging content
•             Learn how to develop quality content that more effective enables a salesforce
 
Moderated By:
  • Kenneth Kinney, VP of Marketing and Digital Strategy and host of "A Shark's Perpsective" podcast, Ai Media Group
Presented By:
3:00 PM – 3:40 PM
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Using Behavioral Intelligence to Double Website Performance

Room: Marina Ballroom IV
Many marketers rely on Google Analytics for insights into website performance. The problem is that GA provides you with only half of the story. To uncover deeper audience insights, turn to behavioral intelligence, which helps you go beyond the WHAT to the WHY. Through behavioral analytics, session recordings, surveys and audience interviews, learn to calculate user experience scores and to drive greater engagement, conversions, and brand love.
 
Key Takeaways:
  • Learn to read the digital body language of your site visitors
  • Uncover how to measure your audience’s experience on your website
  • See how using behavioral intelligence can double your site conversions
Presented By:
3:50 PM – 4:30 PM
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2020 B2B Outlook: Where Do We Go From Here?

Room: Marina Ballroom IV
End the day with hot off the presses marketing insights, as we share a sneak peek at the soon-to-be-released 2020 Chief Marketer B2B Marketing Outlook Report. Learn where your peers (and competitors!) are spending their time and budget to improve lead gen, conversion, retention and more.
 
Key Takeaways:
  • What content works best at every point in the funnel
  • B2B marketers’ top challenges for new customer acquisition
  • What martech brands will invest in to boost engagement and ROI
Moderated By:
Presented By:

Friday | September 27

10:00 AM – 10:35 AM
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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:
10:45 AM – 11:20 AM
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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:
11:25 AM – 12:00 PM
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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