26
2017 CMO Forum: B2B Marketing in the Digital Era NOVEMBER 29, 2017 | SAN FRANCISCO
2017 CMO Forum: B2B Marketing in the Digital Era
November 29, 2017 | SaN FraNciSco
admiNiStrative NoteS
SecurityPlease wear your name badge at all times during the meeting.
Please do not leave your personal belongings unattended in the meeting rooms.
Argyle Executive Forum will not be responsible for items left in the rooms.
mobile devicesPlease do not allow any mobile device to disrupt the meeting while in session.
All devices should be on silent mode.
conversationPlease use areas outside of the ballroom to converse when the meeting is in session.
SmokingPlease note that smoking is not permitted in the meeting venue.
The content of this program and the attendee list remain the sole property of Argyle Executive Forum and may not be rented, sold, or given to any outside party or used to market or promote any other meeting. Any such unauthorized distribution represents theft of property for which Argyle Executive Forum will pursue any and all appropriate legal remedies.
Speaker Materials are available upon request, pending availability.
ROI, ready when you are.
Domo helps marketers credibly calculate ROI from click to cash—and beyond.
Here’s how Domo does it:
To be a data-driven marketer, you need to show your contribution to the bottom line. That’s where
Domo comes in. By combining spend, conversion, and financial metrics, Domo gives you the insights you need to tie every dollar to revenue. And that’s just the beginning.
• Quick, easy access to your most relevant data—
without the clutter.
• The power to customize data in a way that makes
sense to you.
• Simple and powerful collaboration right where
the data lives.
• Real-time visibility to help you optimize now
and in the future.
The power of apps. Find answers to all your burning
marketing questions with Domo apps, or build your own
to fit exactly what you need with Domo’s open source platform. Check out more in the Domo Appstore.
Start optimizing your marketing performance with
Domo now. Learn more at domo.com.
Engagement-Driven Webinar Marketing
PlatformHow successful companies get sales-ready leads
Create customized, interactive live and on-demand webinars that deliver
engagement-based analytics to identify your best leads. The ON24 Webinar
Marketing Platform integrates directly with most marketing automation and
CRM software, for faster and more effective sales follow-up.
1-877-202-9599 ON24.com
ageNda
2017 CMO Forum: B2B Marketing in the Digital Era (San Francisco)
WedNeSday, November 29, 2017 | 7:30am – 5:20pm
7:30am – 8:30am
Breakfast
8:30am – 8:40am
opeNiNg remarkS by argyle HoSt
Jonathan AlloyVice President, InnovationWells Fargo
8:40am – 9:15am
keyNote SeSSioN FeaturiNg iNtel:
“The Digital Future of B2B Marketing”
Digital marketing is evolving rapidly. Marketers must stay ahead of the many trends. From developing optimized email marketing campaigns to using customers’ data to predict their next transactions, data and insights are the keys to unlock the future of marketing. Alyson Griffin, VP of Intel Brand Team, will present Intel’s data-driven marketing methodology and how signals, whispers and trends impact customer engagement.
In this keynote session, the audience will:Articulate how new technology trends impact the marketing landscapeIdentify key actionable takeaways to drive discussion with their teamsDraw ideas from Intel best practices
Alyson GriffinVice President, Global Brand MarketingIntel
ageNda
9:15am – 9:35am
tHougHt leaderSHip SpotligHt FeaturiNg domo
Domo
9:35am – 10:00am
Networking Break
Luke AdamsSenior Account Advocate
ageNda
10:00am – 10:50am
paNel diScuSSioN:
“Creating and Sustaining a Successful Content Marketing Strategy”
Session topics include, but aren’t limited to:
• How B2B marketers are investing in content, both internally and externally
• An overview of which platforms marketers are utilizing and best practices for how to tailor the content to fit each specific medium
• Tackling the biggest challenges in distribution, and how brands are collaborating with external partners to take advantage of native advertising
• Predictions for how content marketing will continue to evolve in the B2B landscape within the next 1-2 years
Moderator:Eileen LoustauSenior VP, Head of Multi-Channel Banking and Segment StrategyBank of the West
Panelists:Kyra JohansonProduct MarketerSalesforce
Lisa LuscapVice President, Digital Marketing & Consumer ExperienceDolby Laboratories
Patti Newcomer-SimmonsVice President, Head of MarketingIntuit
Olga TeplitskySenior Vice PresidentSeismic
ageNda
10:55am – 11:15am
tHougHt leaderSHip SpotligHt FeaturiNg Sap:
“Discover the Three Keys to Marketing in the Moment”
Jackie PalmerGlobal VP, Strategy and Solution ManagementSAP
11:15am – 11:35am
Networking Break
11:35am – 11:55am
tHougHt leaderSHip SpotligHt FeaturiNg eNgagio:
“How to Use Account Based Marketing to Exceed Your Revenue Goals in 2018”
You’ve heard the hype — Account Based Marketing is rapidly becoming the next big thing in B2B marketing. Now it’s time to move beyond the hype to learn HOW innovators are practicing ABM, as well as what works and what doesn’t. In this session, Heidi Bullock, CMO of Engagio, reveals actual examples of how they use proven ABM techniques to exceed revenue goals.
Join us to learn how the experts orchestrate their programs across departments and channels for personalized, relevant touches that get results.
• 3 simple steps to get up and running with ABM in under 30 days
• How to tier your target accounts to execute personalization at scale
• 5 metrics to show impact and prove the impact of your ABM program
• How to orchestrate ABM plays that leverage multi-channel engagement through account-based advertising, social, direct mail, email, phone and video
Heidi BullockChief Marketing OfficerEngagio
ageNda
12:00pm – 12:45pm
paNel diScuSSioN:
“How ABM Transforms the Role of the B2B Marketer”
Session topics include, but aren’t limited to:
• An overview of Account Based Management and how it affects the role of the marketer in a B2B organization
• Exploring the shift for marketing and sales teams to collaborate more effectively
• What types of tools marketers are leveraging for ABM
• How to scale your ABM strategy and determine your ROI
• What the future of ABM will look like as it continues to evolve
Moderator:
Panelists:Sean CrowleyLeader, Integrated Marketing Sales & Marketing SolutionsDunn & Bradstreet
Lori DekkerGlobal Programmatic Media LeadCisco
Amy McDougallCustomer Experience LeaderCisco
James MeonoDirector, Digital MarketingMUFG Union Bank, N.A.
Jennifer SundquistDirector, Americas Field MarketingEquinix
ageNda
12:50pm – 1:10pm
tHougHt leaderSHip SpotligHt FeaturiNg oN24
Mark BornsteinVice President, Content MarketingON24
1:10pm – 2:10pm
Lunch
2:10pm – 2:30pm
tHougHt leaderSHip SpotligHt FeaturiNg demaNdbaSe
Peter IsaacsonChief Marketing OfficerDemandbase
ageNda
2:35pm – 3:20pm
paNel diScuSSioN:
“Simplifying & Personalizing the B2B Customer Journey”
Session topics include, but aren’t limited to:
• How marketers developing a marketing strategy that caters to the modern B2B customer (more choice and access than ever before)
• How modern marketers connecting with customers across different touch points, and ultimately driving the whole customer lifecycle experience
• How can marketing teams leverage technology and data to personalize the experience so it becomes engaging and humanized?
• How marketers are ensuring cross-function collaboration to support the organization’s B2B customer experience strategy
• How are you aligning the goals of product and marketing experts, who don’t always see eye to eye on strategies and technologies to make it work?
• How brand and marketing leaders effectively communicating the brand in a way that compels the buyer?
• What are some of the practical steps you and your marketing team have taken to getting started on this journey? For those in the audience, what tips would you provide to make the transition from doing nothing to creating engaging experiences for your customers?
Moderator:
Panelists: Lynne CapozziChief Marketing OfficerAcquia
Dan KimballSenior Vice President, MarketingEventbrite
Rachael McBreartyChief CreativeCisco
3:20pm – 3:35pm
Networking Break
Melita BalestieriVice President, MarketingRandstad
ageNda
3:35pm – 4:10pm
keyNote SeSSioN FeaturiNg SoNic
Tara SharpHead of Marketing, Chief Marketing OfficerSonic
4:10pm – 4:20pm
cloSiNg remarkS by argyle HoSt
Jonathan AlloyVice President, InnovationWells Fargo
4:20pm – 5:20pm
Closing Reception
__________________________________________________________________________________
*Please note, the agenda is subject to change.
The information, views, and opinions expressed by speakers and other participants at our conferences are those of the individual and do not necessarily reflect the views and opinions of Argyle Executive Forum.
Argyle Executive Forum, its directors and officers, do not guarantee that any information provided by a speaker or other participant is accurate or complete and Argyle Executive Forum does not endorse any opinions that may be presented.
partNerS
thought leadership Spotlight, Networking & app partner
Demandbase, the leader in Account-Based Marketing, enables B2B companies to identify companies across the web, so they can accurately target specific accounts in real time and then engage those accounts with advertising, website personalization, and sales conversion solutions. With the Demandbase B2B Marketing Cloud, our customers can accelerate revenue growth by targeting accounts with the most potential across the entire funnel.
The Demandbase B2B Marketing Cloud is the only subscription-based ad targeting and web personalization solution that lets marketers connect campaigns directly to revenue. The B2B Marketing Cloud is powered by patented technology, which allows companies to identify the ac-counts they value most and personalize their digital marketing efforts to them. With Demandbase, businesses can target, engage, convert and retain the customers that matter most to their bottom line.
Enterprise leaders and high-growth companies such as Adobe, Salesforce.com, Box, CSC, DocuSign, Dell and others use Demandbase to drive Account-Based Marketing and maximize their marketing performance. More information can be found at https://www.demandbase.com.
thought leadership Spotlight & app partners
Engagio helps B2B marketers drive new business and expand relationships with high-value accounts. Our marketing orchestration software allows you to create and measure engagement all in one tool. Now, you get the scale benefits of automation with the personalization benefits of the human touch for better ABM.
SAP Hybris solutions provide omnichannel customer engagement and commerce software that allows organizations to build up a contextual understanding of their customers in real time, de-liver a more impactful, relevant customer experience, and sell more goods, services and digital content across every touch point, channel and device. Through customer data management, context driven marketing tools and unified commerce processes, SAP Hybris solutions have helped some of the world’s leading organizations to attract, retain and grow a profitable customer base. SAP Hybris software for customer engagement and commerce provides organizations with the foundation, framework and business tools to create a holistic customer view across channels, simplify customer engagement and solve complex business problems. For more information, visit www.hybris.com.
partNerS
thought leadership Spotlight partners
Domo helps every employee—from the CEO to the front line worker—optimize business performance by connecting them to the right data and people they need to improve business results. The company is backed with more than $500 million from the world’s best investors and is led by a management team with tenure at the world’s most well-known technology companies.
As marketing becomes increasingly automated and impersonal, ON24 puts the personal back in the digital, by helping companies engage directly with their customers, prospects and employees-at scale. With the ON24 webinar marketing platform, companies meaningfully en-gage their customers and prospects and translate that engagement into the insights they need to increase pipeline and revenue. ON24 believes companies should not have to choose between engagement and scale, they can have both, creating a better way to grow revenue and drive customer success. Company URL: http://www.on24.com
Acquia is the digital business company. Join Pinterest, Mercedes Benz, Warner Music Group, Stanford University and the more than 4,000 organizations that are changing how business gets done. Global 2000 enterprises, government agencies and NGOs rely on Acquia to create new revenue streams, lower costs, and engage audiences more deeply through content, community and commerce.
Innovate. Transform. Disrupt. Acquia.
For more information visit www.acquia.com or call +1 781 238 8600.
panel partners
partNerS
panel partners
Dun & Bradstreet grows the most valuable relationships in business. By uncovering truth and meaning from data, we connect customers with the prospects, suppliers, clients and partners that matter most, and have since 1841. Nearly ninety percent of the Fortune 500, and companies of every size around the world, rely on our data, insights and analytics.
Seventeen years ago, we launched Salesforce with a vision to create a new kind of company.
Salesforce pioneered a new technology model with our cloud platform, a new pay-as-you-go business model focused on customer success, and a new integrated corporate philanthropy model, called the 1-1-1 model, by which we donate 1% of our equity, 1% of our employee time, and 1% of our product to improve communities around the world.
This vision has fueled our incredible growth, made us the global leader in CRM, defined the era of enterprise cloud computing, and inspired a new philanthropic model for all companies to follow. Today, Salesforce’s Customer Success Platform provides groundbreaking cloud services for sales, service, marketing, community, analytics, apps and the Internet of Things.
Thanks to our dedicated employees, partners, and the customers we serve, Salesforce is the fastest growing top 10 software company in the world and has been ranked as one of the world’s most innovative companies by Forbes for five years in a row. Salesforce empowers companies to connect with their customers in a whole new way, run their business from their phones, create one-to-one customer journeys and make smarter, more predictive decisions from anywhere in real-time.
Seismic is the leading end-to-end content automation solution for institutional financial services firms worldwide. Seismic’s platform gives asset and wealth management firms and business banks the ability to deliver the right client content at the right time, facilitating a world-class client ex-perience. With Seismic, marketing teams are automating the personalization and compliance of client-facing materials via Seismic’s award-winning LiveDoc® technology. Distribution teams can automatically access those materials at any time and on any device, allowing them to spend more time developing and nurturing client relationships. Headquartered in San Diego and with 200 employees across the globe, Seismic is privately held by its founding executive team and investment firms General Atlantic, JMI Equity, Jackson Square Ventures.
partNerS
Senior Supporter partners
IBM Cloud Video is a complete streaming solution that enables enterprises to leverage video assets to support business actions both externally and internally. Whether video is the business, or video supports the business, IBM Cloud Video offers live and on-demand streaming from a robust solution that powers multiscreen video delivery with assured reliability and proven scalability for complex streaming needs.
iPresent is an online platform that enables your marketing team to upload and distribute marketing collateral to your sales team via a beautifully customizable app. With iPresent you not only ensure your sales team have the right collateral at all times but you also give them the added bonus of being able to wow their customers with a professional fully interactive app experience on their tablet device. iPresent’s many in app features leave your sales team focused on selling instead of fumbling over printed collateral and paper based forms. More than that, iPresent’s powerful analytics give Marketers an insight into how their content really performs out in the field.
This invaluable information gives you the insight you need to create more effective collateral in the future which can be easily distributed to your sales team. iPresent provides the most technically advanced and feature-rich sales enablement platform on the market today.
iPresent has offices in Hampshire, UK and Los Gatos, California.
coNteNt Neutrality policy
if you are interested in recommending a speaker for
a future forum, please email:
• argyle is proud and protective of our high standards in ensuring the value of all content presented at our events.
• Strict guidelines are in place to ensure that all content presented is balanced and vendor neutral.
• all topics that are covered at our member events are thought leadership-focused and in line with the expectations of our members.
• argyle seeks to prevent overt sales pitches or unbalanced vendor references.
• argyle provides all speakers with content presentation guidelines at the behest of our executive membership.
We ask that all speakers, members and sponsors respect argyle’s
content neutrality guidelines. We thank you for your continued support
for this policy as a way of protecting the high content standards and
trust that argyle has established with its members.
