CMO Summit Atlanta | October 3, 2017 | The Westin Peachtree Plaza - Atlanta, GA, USA

↓ Agenda Key

Keynote Presentation

Visionary speaker presents to entire audience on key issues, challenges and business opportunities

Keynote Presentations give attending delegates the opportunity to hear from leading voices in the industry. These presentations feature relevant topics and issues aligned with the speaker's experience and expertise, selected by the speaker in concert with the summit's Content Committee." title="Keynote Presentations give attending delegates the opportunity to hear from leading voices in the industry. These presentations feature relevant topics and issues aligned with the speaker's experience and expertise, selected by the speaker in concert with the summit's Content Committee.

Executive Visions

Panel moderated by Master of Ceremonies and headed by four executives discussing critical business topics

Executive Visions sessions are panel discussions that enable in-depth exchanges on critical business topics. Led by a moderator, these sessions encourage attending executives to address industry challenges and gain insight through interaction with expert panel members." title="Executive Visions sessions are panel discussions that enable in-depth exchanges on critical business topics. Led by a moderator, these sessions encourage attending executives to address industry challenges and gain insight through interaction with expert panel members.

Thought Leadership

Solution provider-led session giving high-level overview of opportunities

Led by an executive from the vendor community, Thought Leadership sessions provide comprehensive overviews of current business concerns, offering strategies and solutions for success. This is a unique opportunity to access the perspective of a leading member of the vendor community." title="Led by an executive from the vendor community, Thought Leadership sessions provide comprehensive overviews of current business concerns, offering strategies and solutions for success. This is a unique opportunity to access the perspective of a leading member of the vendor community.

Think Tank

End user-led session in boardroom style, focusing on best practices

Think Tanks are interactive sessions that place delegates in lively discussion and debate. Sessions admit only 15-20 participants at a time to ensure an intimate environment in which delegates can engage each other and have their voices heard." title="Think Tanks are interactive sessions that place delegates in lively discussion and debate. Sessions admit only 15-20 participants at a time to ensure an intimate environment in which delegates can engage each other and have their voices heard.

Roundtable

Interactive session led by a moderator, focused on industry issue

Led by an industry analyst, expert or a member of the vendor community, Roundtables are open-forum sessions with strategic guidance. Attending delegates gather to collaborate on common issues and challenges within a format that allows them to get things done." title="Led by an industry analyst, expert or a member of the vendor community, Roundtables are open-forum sessions with strategic guidance. Attending delegates gather to collaborate on common issues and challenges within a format that allows them to get things done.

Case Study

Overview of recent project successes and failures

Case Studies allow attending executives to hear compelling stories about implementations and projects, emphasizing best practices and lessons learned. Presentations are immediately followed by Q&A sessions." title="Case Studies allow attending executives to hear compelling stories about implementations and projects, emphasizing best practices and lessons learned. Presentations are immediately followed by Q&A sessions.

Focus Group

Discussion of business drivers within a particular industry area

Focus Groups allow executives to discuss business drivers within particular industry areas. These sessions allow attendees to isolate specific issues and work through them. Presentations last 15-20 minutes and are followed by Q&A sessions." title="Focus Groups allow executives to discuss business drivers within particular industry areas. These sessions allow attendees to isolate specific issues and work through them. Presentations last 15-20 minutes and are followed by Q&A sessions.

Analyst Q&A Session

Moderator-led coverage of the latest industry research

Q&A sessions cover the latest industry research, allowing attendees to gain insight on topics of interest through questions directed to a leading industry analyst." title="Q&A sessions cover the latest industry research, allowing attendees to gain insight on topics of interest through questions directed to a leading industry analyst.

Vendor Showcase

Several brief, pointed overviews of the newest solutions and services

Taking the form of three 10-minute elevator pitches by attending vendors, these sessions provide a concise and pointed overview of the latest solutions and services aligned with attendee needs and preferences." title="Taking the form of three 10-minute elevator pitches by attending vendors, these sessions provide a concise and pointed overview of the latest solutions and services aligned with attendee needs and preferences.

Executive Exchange

Pre-determined, one-on-one interaction revolving around solutions of interest

Executive Exchanges offer one-on-one interaction between executives and vendors. This is an opportunity for both parties to make key business contacts, ask direct questions and get the answers they need. Session content is prearranged and based on mutual interest." title="Executive Exchanges offer one-on-one interaction between executives and vendors. This is an opportunity for both parties to make key business contacts, ask direct questions and get the answers they need. Session content is prearranged and based on mutual interest.

Open Forum Luncheon

Informal discussions on pre-determined topics

Led by a moderator, Open Forum Luncheons offer attendees informal, yet focused discussions on current industry topics and trends over lunch." title="Led by a moderator, Open Forum Luncheons offer attendees informal, yet focused discussions on current industry topics and trends over lunch.

Networking Session

Unique activities at once relaxing, enjoyable and productive

Networking opportunities take various unique forms, merging enjoyable and relaxing activities with an environment conducive to in-depth conversation. These gatherings allow attendees to wind down between sessions and one-on-one meetings, while still furthering discussions and being productive." title="Networking opportunities take various unique forms, merging enjoyable and relaxing activities with an environment conducive to in-depth conversation. These gatherings allow attendees to wind down between sessions and one-on-one meetings, while still furthering discussions and being productive.

 

Tuesday, October 3, 2017 - CMO Summit Atlanta

7:00 am - 7:55 am

Registration & Networking Breakfast

 

8:00 am - 8:10 am

Welcome Address & Opening Remarks

 

8:10 am - 8:40 am

Keynote Presentation

The New Digital CMO

One of the most compelling questions that CMOs must answer today is that of how digital marketing is affecting their role and by extension how the CMO now fits into the management team. The fact of the matter is that the importance of marketing is increasing within the enterprise as it moves to become increasingly data driven and the CMO needs to be the catalyst that helps the team make this transition. Marketing leaders need to understand the digital impact and use it to drive new strategies, new decision making, new technologies as well as new roles and responsibilities for not only their team, but for themselves as well.

Takeaways:

  • The role of the CMO is undergoing significant evolution, evolution that is set to continue well into the future
  • Technology is becoming increasingly important in the success of the marketing department and both the CMO and the team need to become technology savvy
  • Data is driving everything and using it to understand channel results allows for marketing leaders to make more efficient and more effective strategic decisions
 

8:45 am - 9:15 am

Keynote Presentation

Experience First: The Digital Transformation Journey Towards Distributed Experience

Today's consumers have more power, choice, information and influence than ever before. Marketing to this generation of customers isn't just about media, branding, campaigns, or activations. It's about creating memorable moments, cross-channel that compete with our customer's last best experience. Experiences that are persistent, orchestrated, and improving constantly. As we move through our digital transformation journey, we are building teams, processes and platforms for the future that enable us to build products that are worth talking about and coming back to.

 

9:20 am - 9:45 pm

Executive Exchange

 

Thought Leadership

Building the Digital Team

Digital marketing channels are becoming ever more significant and impactful to the success of enterprise marketing campaigns, and by extension to the organization itself. Digital channels are, in many cases, still based upon emerging technologies, and capability with them within the organization may be weak. CMOs need to be investing in not just the right tools, but also the right people with the right skills and capabilities to make digital work, whether those are in social, data, mobile, or other digital areas.

Takeaways:

  • Digital marketing is still an emerging area and overall capability is low
  • CMOs need to build teams that have the strength for today and the flexibility for tomorrow
  • Having the right people with the right experience and ability is key
 

9:50 am - 10:15 pm

Executive Exchange

 

Executive Boardroom

Turn Your Channel into a Marketing Machine

Most B2B companies have thought of B2B channels (agents, distributors, resellers, and so on) as distribution channels " or, more limitedly, sales channels " for many years. But B2B marketing professionals are waking up to the fact that they can leverage their channel partners for their marketing reach as well. A few savvy B2B manufacturers/vendors and brand leaders have been doing through-channel marketing for years. Now it's time to up your game. Examine the trends in B2B through-channel marketing and how you can apply supporting through-channel marketing automation (TCMA) technologies most effectively to power-up your through-channel marketing initiative.

Takeaways:

  • The time is now to jumpstart your strategy for through-channel marketing success
  • Through-channel marketing success is achieved via automate and activation of your marketing channels
  • Federalized marketing will alter the marketing automation landscape
 

10:20 am - 10:30 am

Morning Networking Coffee Break

 

10:35 am - 11:00 am

Executive Exchange

 

Think Tank

Engaging Consumers in the Palm of Their Hand

Mobile is likely to be attributed as the biggest game changer for consumer behavior this decade. 2014 saw smartphone penetration hit 75% of the population, whilst tablets hit 50% and each year since those numbers have just gone higher. Mobile is clearly taking over as the consumer's main route to shopping experiences and product knowledge. As a marketer, how then can you use mobile to impact the metrics that matter most? Mobile advertising used correctly can be your most intimate link to your customer. Combined with data analysis of consumer behaviors, brands now have the potential to deliver the right ad, to the right person, at the right time, in the right location. The challenge for marketers; how do you do this without being too intrusive and alienating your customer? 

Takeaways: 

  • Master how to integrate your customer message seamlessly into the palm of their hand and create memorable moments for your brand through mobile 
  • Discover how to understand consumer behaviors to deliver a perfect ad one person at a time 
  • Identify ways of streamlining big data analytics to deliver phenomenal consumer experience and increase engagement
 

11:05 am - 11:30 am

Executive Exchange

 

Thought Leadership

Managing the Digital Presence

It is an unfortunately well known aspect of human nature that we are more likely to pay attention to negative commentary than we are to positive. In a pre-social world the opportunity to share those negative opinions was limited, but when those opinions are shared via social media they can impact millions. Marketing departments then need to help their organizations manage this messaging and a Social Media Monitoring Platform (SMMP) can be key to saving face and preserving online dignity.

Takeaways:

  • No matter how good a job you do or how consistently you do it, someone is going to be unhappy
  • Social media makes the potential impact global
  • An actively managed SMMP is essential to ensure brand integrity
 

11:35 am - 12:00 pm

Executive Exchange

 

Executive Boardroom

Growth Hacking - The New Marketing

Over the past decade many organizations have been blown out of the water by the innovations of Silicon Valley Start-ups. These companies have collectively identified two key things; growth does not happen by simply having a good product, and traditional marketing techniques are often ineffective in driving growth online. It has become evident that there is no one-size-fits all approach that works; the challenge is in the details and figuring out where to focus for your own company. Enter growth hacking, a term coined by Sean Ellis one of the first marketers at DropBox. Digital has transformed the marketing landscape; in a connected world where digital experiences can rapidly become an epidemic, the best growth hacks will take advantage of these unique opportunities. Growth hacking was born out of startups, but it is something that every smart marketer should embrace. 

Takeaways: 

  • In an if you're not growing, you're failing world, marketing must be ever vigilant to the need to create brand interest 
  • Old-school techniques are proving less effective in today's start-up fueled economy and their tactics must be emulated 
  • Growth hacking can be hit or miss so it is best to run multiple campaigns to find the ones that work quickly, and build upon their success
 

12:05 pm - 12:30 pm

Executive Exchange

 

Think Tank

Reducing the Speed to Lead

Studies ubiquitously indicate that engaging with leads as soon as they identify themselves is essential to positive and successful relationship, yet on average the time to engage is shockingly slow. As digital marketing becomes increasingly common, second chances to engage may no longer occur because another option is too easily and quickly presented. CMOs must help their organizations find ways to increase the speed with which leads are recognized, classified, and engaged with in order to ensure long-term organizational viability.

Takeaways:

  • The sooner engagement occurs with a lead, the higher the potential for conversion of that lead
  • As the marketplace becomes noisier, the need is only increased
  • Marketing must reduce the amount of time before Sales can engage
 

12:35 pm - 1:20 pm

Networking Luncheon

 

1:25 pm - 1:50 pm

Executive Exchange

 

Think Tank

Experiential Marketing, What is it Good For?

The premise is to create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience. 

If a brand event stirs genuine positive emotions within people then they are more likely to associate those emotions with that brand, which is more effective than just showing them a Facebook ad or something. 

Occasionally the line blurs between experiential marketing and a straightforward PR stunt, but we aren't here to waste time quibbling over definitions.

 

1:55 pm - 2:20 pm

Executive Exchange

 

Fireside Chat

Building & Maintaining an Exceptional Brand in the Digital Age

Brand and brand recognition are everything; when a brand is built right it defines a segment, but for every Apple, Coke, or Porsche there are dozens of companies that failed to either build or sustain a strong brand. As challenging as the brand issue has been in the past however, today's digital marketplace compounds the problem as each individual channel has the capacity to add to or detract from brand awareness and opinion in a way that old school single channel marketing never experienced. CX professionals must work diligently to ensure they are using all available channels to promote a consistent set of experiences, a consistent voice, and a consistent brand.

Takeaways:

  • Brand, like beauty, is in the eye of the beholder so enterprises must use segmentation to better understand customer and prospect expectations
  • As channels are added to consumer experience, marketers must ensure cross channel experience has the consistency and diversity to create appeal
  • Customer Experience cannot be solely responsible for brand propagation and all aspects of the company need to communicate the brand message at all times
 

2:25 pm - 2:50 pm

Executive Exchange

 

Executive Boardroom

Closing the Gap between Content and Revenue

This could be the year that the phrase Content is King becomes truer than ever as today's social media and technology driven societies demand material that will actively captivate audiences and, more importantly, engage customers. This is no easy task given the increasingly short attention span of consumers yet proving the value of content is a necessity since accountability for business growth now falls squarely on the shoulders of marketers. Traditional measures such as engagement, page views, and social shares are no longer sufficient for demonstrating ROI and so responsive websites really are the way forward.

Takeaways:

  • Explore whether content tracking will really bridge the gap between content and revenue
  • Learn how to make more informed choices when it comes to sharing content that helps achieve your business goals
  • Determine how to close the loop between content creation and results
 

2:55 pm - 3:20 pm

Executive Exchange

 

Think Tank

Cracking the Code on a Customer Centric Culture

Have you struggled to get employees to think more about the customer in their jobs? Do they say they're customer centric but don't walk the talk? Do they regularly consider customers in their decisions? Do your systems and processes still incent your employees on traditional business metrics? If so, this Think Tank session may help you crack the code on the barriers in your business. This session will focus on reviewing several CX disciplines, and on learning from peers on the challenges and lessons learned in shifting the culture from business/product focused to customer focused. 

Key Takeaways:

  • CX disciplines all work together to change the culture. 
  • Your customer-centric strategy will depend on where you are in your customer experience journey, and your existing corporate culture. 
  • No matter where you are in the journey you can only make progress if you start doing something now!
 

3:25 pm - 3:35 pm

Afternoon Networking Coffee Break

 

3:40 pm - 4:05 pm

Executive Exchange

 

Innovation Showcase

An exclusive opportunity to be exposed to the hottest new solutions providers in a quick-hit format designed to whet the appetite and spark immediate interest.
 

4:10 pm - 4:35 pm

Executive Exchange

 

Think Tank

Going Glocal

With the combination of mobile computing opening new channels to more people, and social media allowing them to connect, our world has never been smaller and our access to global markets never been greater. To find optimal success in these global markets we need to tailor our efforts to respect local cultures while also drawing enough of the global culture into local market offerings. Building a glocalization program that creates a seamless fusion of these disparate cultural elements is essential to enhanced success both abroad and at home. 

Takeaways: 

  • Think globally, act locally is a mantra that has never been more relevant or accurate than it is today 
  • To be successful globally companies must respect local culture 
  • The reverse can be true in that global culture can yield local benefit
 

4:40 pm - 5:20 pm

Executive Visions

Facilitating Marketing Goals with Innovative Technology

The days of "first touch" attribution are long gone. Today there is an intense focus for predictable revenue results, to know customer acquisition costs (CAC) and to understand the Customer Journey. Because of the Internet, the balance of power has shifted from Brands to customers with customers able to search myriad sources of information about a company and their products before ever engaging them with a phone call or a webform. This has led to the ongoing need to follow the Customer through multiple paths including SEM, SEO, Social, Display and more. Marketers and Customer Experience professionals are working side by side with IT professionals to move from Multi-Channel marketing to Cross-Channel Marketing to now Omni-Channel Marketing. This panel of experts will discuss how critical it is for Marketers, Customer Experience and Information Technology to work closely together to ensure the production of accurate data on the Customer Journey.

 

5:20 pm - 5:30 pm

Thank You Address and Closing Remarks

 

5:30 pm - 7:00 pm

Cocktails & Networking