Summit Tracks
Track C: Marketing
Marketing drives innovation and competitive differentiation through improved customer engagement. As organizations exploit social and mobile in more pragmatic ways, interest becomes renewed in event-triggered and inbound marketing techniques that leverage big data. This track focuses on how CMOs and marketing executives can balance innovation while adopting an integrated approach to marketing that will be key to success.
Sessions
Applying Pace Layers to Integrated Marketing Management
5 June, 2013 (2:00 PM - 3:00 PM)
CMOs must drive competitive differentiation and innovation, while CIOs are focused on standards and functional integration. There are various applications that support different types of marketing processes. This presentation explores how pace layers can be used by CMOs and CIOs as a framework to balance the marketing applications portfolio. • What challenges do CMOs face today? • What is the pace layer framework, and how to apply it to managing marketing applications? • How to select technologies and vendors for integrated marketing management
Contextual Marketing on a 2" Screen
5 June, 2013 (4:15 PM - 5:15 PM)
Mobile adoption has exploded and marketers have increased opportunities to meaningfully engage with customers. Marketers will need the specific context of mobile devices to craft creative and engaging digital marketing experiences. This presentation will focus on best practices and emerging applications marketers can use for developing their mobile marketing strategy. • Why should marketers focus on a mobile marketing strategy? • What are the best practices for mobile marketing? • What does the technology landscape look like for mobile marketing?
To the Point: The Future of Marketing is Data-Driven
5 June, 2013 (5:30 PM - 6:00 PM)
Big data is fundamentally changing the nature of marketing. This session presents the Gartner model of the four practices comprising data-driven marketing (DDM), and key drivers and impediments to adoption. Learn how data can make marketing more effective and accountable, and how IT and business can align to resolve issues of privacy and scale. • How can organizations use data to inform marketing strategy? • How can data be used to drive operations and accountability? • How is the DDM ecosystem evolving, and how can enterprises best engage?
Move Lead Management from Good to Great to Maximize Revenue
6 June, 2013 (8:00 AM - 9:00 AM)
Every organization invests in lead generation, but relatively few are able to maximize the revenue potential of those leads. This session will discuss the best practices, tools and technologies required to maximize lead management ROI. • What best practices, tools, and technologies are needed to maximize lead management ROI? • How should digital marketing activities in web, social, or email marketing align with established marketing channels? • How can Sales, Marketing, and IT Management develop a shared vision and strategy around lead management?
Multi-Channel Campaign Management: A Digital Transformation
6 June, 2013 (8:00 AM - 9:00 AM)
Marketers are shifting traditional marketing strategies and moving toward digital marketing, a two-way approach that involves and anticipates both B2B and B2C customers’ wants and needs. This session focuses on a digital approach, including social, mobile and the “Internet of Things” using campaign management to orchestrate the complexity of customer interactions. • What are the drivers fuelling campaign management? • How will digital marketing reinforce campaign management? • How will vendors evolve to support campaign management orchestration?
Workshop: Catharsis, Compromise and Collaboration: Bridging the Divide Between Marketing and IT (Reserved for end users only, pre-registration required.)
6 June, 2013 (8:30 AM - 10:15 AM)
Marketing and IT are often at odds with each other when it comes to leveraging technology to support marketing. Through interactive discussion and workgroups, this workshop will explore the challenges each group faces when working with the other, how they can better compromise and what strategies and tactics will enable them to better collaborate. This workshop is a must attend for attendees in both marketing and IT looking to work together more effectively. Please note that this session is available to end-users only and that pre-registration is required. Strictly limited to 30 people.
Optimizing Marketing Performance
6 June, 2013 (10:45 AM - 11:45 AM)
The marketing mix continues to expand, but marketing budgets remain tight. High-performance B2B and B2C marketing organizations will have to decrease marketing costs while driving top-line growth. This presentation provides guidance on how to increase return on marketing investment (ROMI). • How do you improve the top line and drive increased revenue from marketing? • How do you manage the bottom line for marketing and decrease marketing program costs? • How do you manage marketing performance and calculate ROMI?
What’s Next for Social Marketing?
6 June, 2013 (1:30 PM - 2:30 PM)
Social marketing is a business strategy that mutually benefits digital communities by ceding levels of control and fostering engagement, while generating opportunities for marketing and the rest of the organization. This presentation focuses on the drivers, the multiple use cases and technology for social marketing. • What is social CRM and what are the drivers for the customer and for marketers? • What are the developing use cases for social marketing? • How will vendors evolve to support social marketing?
To the Point: Web Analytics: Its Expanding Scope and Significance
6 June, 2013 (2:45 PM - 3:15 PM)
The Web analytics ecosystem is expanding beyond simple site analysis to address social and mobile channels, measure campaign attribution and define customer segments. This session examines new techniques, solutions and ways to hire and organize a digital analytics team for better effectiveness. • Why is analytics an important part of digital marketing? • How is the web analytics market evolving to meet new requirements? • What are the best practices for building an effective web analytics team?
