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Tuesday | October 27

10:00 AM – 11:30 AM
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Deep Dive -- Marketing Trends 2021: What Marketers Need to Know to Thrive

Innovation and disruption just never stop. Each year we have new challenges in our economic climate, new consumer trends, and new marketing channels, formats and content types we can use to try and reach new customers. It's easy to get overwhelmed with all of it. And Marketers love to chase the latest shiny object. But what really works and where should we be focusing most of our attention and shifting marketing budgets?

In this session, marketing influencer, keynote speaker, and 3-time author, Michael Brenner will cover the important trends for marketing in 2021 so you can go back to work to plan your budgets, campaigns and marketing strategies that will deliver return on investment. Going a step further, Michael sits down with Adam Pierno of Arizona State University, Justin Sharaf of LogMeIn and Ginger Shimp of SAP as they discuss these trends and share insights. From content to campaign to conversion and everything in between, they will dive into:
  • How the context for marketing in 2021 is changing
  • What really matters to today's buyers and consumers
  • The 2021 marketing trends that you need to pay attention to
The days of doing a little more or a little less of what you did last year are over. Marketers need to be on top of the latest trends in marketing to survive and thrive in 2021.
 
Moderated By:
Presented By:
11:45 AM – 12:45 PM
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The New Rules of Marketing in an Age of Social Change

2020 has signaled a strange new normal, one in which consumers increasingly look to align with brands on values that extend well beyond what our products and services do. It has caught many marketing teams unprepared for this collision between social movements and marketing. Amid the chaos, there is an opportunity for all brands to earn trust, stay relevant, and create loyalty and growth. It requires us to take meaningful actions that help both our organizations and the communities and movements now driving global narratives. If this is the new normal, we need new rules of engagement.
In this interactive talk from “unapologetic marketing truth-teller” Katie Martell, you will hear:
  • The difference between meaningful support and pandering 
  • The seven risks of performative brand allyship
  • How to navigate an age of accountability, cancel culture and employee activism
Presented By:
  • Katie Martell, Unapologetic Marketing Truth-Teller, Author and Marketing & Communications Consultant
  • Julie Perino, Head of Global Customer Marketing, Adobe
12:45 PM – 1:45 PM
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Keynote -- The Future of SEO: What Digital Marketers Should Expect with Neil Patel

Presented By:
  • Neil Patel, Best Selling Author, Influencer and Entrepreneur, NeilPatel.com
2:00 PM – 3:00 PM
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6 Habits of a Highly Empathetic Marketer 

Back in marketing 101 class, we learned about relationship marketing and how it's the basis for meaningful customer experiences. But somewhere along the line, we may have forgotten that empathy, curiosity and listening are at the core of what marketing does best. We will discuss the tools, technologies and concrete steps you can take to cultivate the habits of a highly empathetic marketer so you can personally reach your customers and create rave-worthy brand experiences. And remember the simple truth: relationships come before transactions. 
 
Presented By:

Wednesday | October 28

10:00 AM – 11:30 AM
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Deep Dive -- Drilling Down on Changes in Customer & Consumer Behavior

How do you know what your customers want? Do you know what they’re doing? In a post-pandemic digital-first age, are your customers coming to you with higher expectations? Today’s businesses and consumers are re-thinking what’s possible online, from collaborating and training to personal and service appointments to purchases and more. Join us as we take a look at what’s changed, what’s stayed the same and where and how customers want to connect.

Key Takeaways:
  • Discover where customers are spending their time and money online and offline
  • Understand the limits of a new digital environment and ways to find new pathways to engage consumers
  • Learn why there’s even more at stake for today’s businesses to build value and a relationship with their customers
Moderated By:
Presented By:
  • Nancy Harhut, Chief Creative Officer, HBT Marketing
  • Heidi Green, Director of Donor Communications and Advising, Universal Healthcare Foundation of Connecticut
  • Sue Borton, Senior Vice President, Enterprise Marketing and Environment Social Governance Programs, Bank of America
  • Greg Long, Head of Customer Lead Generation and Delivery, MassMutual
11:45 AM – 12:45 PM
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Marketing Tech for the Modern Marketer: A Fireside Chat with Scott Brinker & Kenneth Kinney

How do you define essential technology in your role as a marketer? What are the core components in your technology stack? What role does technology play in your marketing campaigns, and how is this tech evolving to meet the needs of today and tomorrow? Join us for a fireside chat with Kenneth Kinney of “A Sharks Perspective” podcast and VP of Marketing and Digital Strategy at Ai Media Group as he sits down with Scott Brinker, Chief Marketing Technologist for ChiefMartec.com. Together, they’ll guide you through today’s marketing tech landscape, what’s essential to helping marketers reach today’s consumer, and where there’s innovation driving technology tomorrow.

Key Takeaways:
  • Understand how changes in consumer use of technology are empowering more self-serve resources
  • Learn what technologies are transforming marketing beyond today’s tool sets
  • Find out how technology integration can help you remove barriers, provide value and create a more personal experience when communicating with your customers
Presented By:
  • Kenneth Kinney, VP of Marketing and Digital Strategy and host of "A Shark's Perpsective" podcast, Ai Media Group
  • Scott Brinker, Editor (chiefmartec) and VP Platform Ecosystem, Chiefmartec.com and HubSpot
1:00 PM – 2:00 PM
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Marketing Your Own Brand: Making Waves and Future-Proofing Your Career

Needless to say, 2020 has been a tough year on all accounts, but we can all rally and take time for some inspiration. As a marketer, you are used to promoting, selling and growing your brand, but what about your personal branding? Are you stepping up your game, growing your arsenal of skills, staying connected and thriving in today’s world? Join our panel of industry thought leaders as they share insights, tips, takeaways and real-world experience on what marketers need to survive and thrive. Changing times call for your best efforts, and we’ll help you plan for tomorrow’s opportunities.

Key Takeaways:
  • Take away tips on how to market yourself effectively when creating content and reviewing your portfolio
  • Find ways to balance work life with home life and tips for staying connected to peers, customers and co-workers in a virtual world
  • Understand which marketing careers have the best future outlook and discover which skills are in demand
Presented By:
  • Jorge Selva, Director of Growth Marketing, Help Scout
2:00 PM – 3:00 PM
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Understanding and Protecting Your Brand from Digital Ad Fraud

Digital ad fraud is at its highest point ever, and Forrester predicts that the digital advertising industry stands to lose $10.9 billion from fraudulent advertising by 2021 unless something changes. Despite these warnings, trade associations are telling members they’ve solved the problem. So how can there be such a night-and-day disconnect? Whether you’re a publisher, advertiser or agency, digital ad fraud is affecting your business, but you can take steps to mitigate its impact. Join us as Dr. Augustine Fou shares the latest data on ad fraud, helps you understand the problem and what to look for in your own tracking, and gives you ways to protect yourself. 

Key Takeaways:
  • Understand why existing IVT/bot detection is failing to catch most fraud
  • Find out what ad fraud looks like today, and how it affects every form of digital ads
  • Learn how you can look at your own analytics and take action to reduce ad fraud
Presented By: